FLARES – Pro-Active Motorcycle Safety Lights

1. Title (Use a large point font) Leave blank or use this area for team affiliations or sponsor logos. 4 or 5 word statement that concisely highlights your idea. This is your mini-elevator speech. (Use a medium large point font here.) Value Proposition/Target Market The Value Proposition is a simple, clear statement of who the target customers are and precisely what combination of key, high value, defensible benefits, and price will be delivered to them (value being the difference between benefits delivered and the price charged). Competition and Barriers to Entry How will this idea hold up against competition over time? Competition may come from alternative ways to get to the same benefit, or a more direct assault on the idea itself by copycats. An idea is judged as more robust if it provides a higher level benefit/cost ratio than alternatives and if the idea has a defensible barrier to entry by copycats. Next Steps and Timing How will you execute your idea? What is needed in order to take the next steps in developing your idea? What it would take to get a business started – money, possible regulatory issues to overcome. Judging will be done based on the team’s ability to explain how they intend to successfully execute the project. Team Members Name & Major with Year Use the middle section to visually catch the eye of the viewer and more fully communicate your idea, its use, and its benefits within its intended user environment. May show “before and after” scenarios and utilize a combination of drawings, graphics, pictures, some limited text, to tell the story (remember ,“a picture is worth a thousand words”). To complement the idea poster itself, you may want to display a demo, samples, handouts, and/or other embellishments to enrich your presentation and more fully and tangibly communicate your product, service and/or solution idea. Opportunity Addressed Explain the opportunity that exists to improve productivity, lower costs, increase emotional satisfaction, quality of life, etc. How big is the ‘market’? What is the ecosystem? Show partners and/or value delivery chain needed to bring the product/service to market The Idea and How it Works What is the Idea and how does it work? How does the Idea address the opportunity? Idea execution includes the ability to produce the product or service at a reasonable cost/unit. This also includes the cost of developing and marketing the product or service. What is the potential for the business to scale? Space is limited so be precise. Judging will be done based on the team’s ability to explain the idea. Unique Benefits Is this idea providing a clear and useful set of benefits? Benefits can take on many dimensions – financial, time or effort saved, emotional, medicinal, knowledge, etc. A benefit answers the question “What is in it for solution actors and the intended customer.” Quantify with facts. The level of quality in the presentation will be judged by the perceived value of the Idea and the Idea’s uniqueness to provide valuable actionable benefits. • Recommended format for a winning SVIC poster • To insure maximum clarity for the audience and the judges use the Blue Headings as suggested. Under each of the headings use simple, concise statements to help people understand your idea. Suggestions for content are in red. Think of this as a mini-business case. • Poster and Production Hints: • Size • For best presentation use a Tri-fold poster board format (max. dimensions: 36” x 48” inches), such as the Hunt ExecutivePro Display Board • This template will print at 36” x48”. If you want to print it directly at a place like the AS Print Shop or Kinkos. For a printed 8.5” x 11” copy, use the Scale to Fit Paper option. DO NOT change the poster size. • Fonts • The recommended minimum font size is 20-22 pt in order to allow the poster to be easily read when it is printed full size. • Use standard business fonts like Calibri, Garamond, Arial, Times New Roman • Pictures/Graphics • Avoid pixilation!. Many images look good on your computer screen, but will lose quality as they are enlarged to poster size. A good rule of thumb is to use a graphic that is 200-500 KB (large enough to have good resolution, small enough to save space.) When in doubt, do a full-size test print. • Compress your pictures! Double click a picture in the poster & the “Format Picture” dialog box will appear. In the lower left of the dialog box, select the “Compress” button. Select “All pictures in document” and click “OK”. Click “Apply” if a dialog box pops up. Click “OK” to close the “Format Picture” dialog box.

2. FLARES – Pro-Active Motorcycle Safety Lights Imagine if…thousands of motorcyclists were no longer invisible on public roads. A motorcyclist would be able to ride with the confidence and safety of knowing that far-ahead motorists see and acknowledge their approaching bike. • Who, and approximately how many, will benefit from the adoption of your idea and in what way will they benefit? • Beneficiaries: • Primary: • Sport Bike & Touring Motorcycle riders • Secondary: • - Heavy Motorcycle Riders, Scooter, Moped, and Motorbike Riders • - Insurance companies • - Motorcycle companies, vendors • Primary User Market Volume: • - 3200 registered Santa Clara County riders (not taking into account the large existing volume of unregistered Santa Clara County riders) • - Approx. 55,000 registered California riders (not accounting unregistered) • - Motorcycle demand in the US projected to increase 6.8% per year between 2004 and 2009 to 1.5 million units • Benefits: • Increased visibility, when: • 1. Passing through motorist blind spots • 2. Approaching intersections when making a left hand turn against cars • 3. Night riding; motorists mistaken a nearby motorcycle’s compact • headlight as a car in the far distance • - User-activated safety device. • Safety mechanisms that work naturally with motorcycle operation, requiring • no additional change from typical motorcycle operation. • - Low profile—flush with the motorcycle’s original structure. • Products that only increase visibility when desired—does not draw • unnecessary/unwanted attention. • A range of product designs that suit different stylistic tastes. • Increased feeling of comfort and safety to motorcycle riders. • What steps in the innovation lifecycle are next? • Beyond the initial introductory Flare product, we hope to further enhance the product to cater to multiple income brackets with features that further enhance the riding experience via ease of use, enhanced awareness properties, and enhanced functionality for our primary users. • A premium, hands-free Flare package that incorporates a proximity • activation system, activating the system automatically in the vicinity of other • vehicles, allowing the system to do all the work while the rider remains • completely focused on the task of riding without any interruption. • What is needed in order to take the next steps in developing your idea? • - Beta Testing—User feedback • Materials Testing • Financial investment & funding • Who is on the Innovation team? • - Terence Kwan San Jose State University, Industrial Design • - Kenneth Noble San Jose State University, Industrial Design • Hector Velasquez San Jose State University, Industrial Design • - Andrew Armey UC Berkeley Engineering, Graduate Program • Gregory Bogin UC Berkeley Engineering, Graduate Program • - Jeffrey Tan UC Berkeley Business School, MBA Program • Describe what a day in the life of your intended user is like today. • Dani starts up his sport bike motorcycle and gets warmed up before his 30-minute ride to work. Just like every morning, he rides through the streets, towards the main city highway—it’s the quickest way to work. Traffic is dense this morning and Dani needs to be at work on time to open up the store. It’s a risk he’s used to everyday, so Dani decides to slowly make his way through lane splits and any gaps in traffic he can find—revving his engine and flashing his headlights, hoping that morning-drowsy motorists will notice him. “An accident’s evitable, it’s just a matter of when it will happen,” Dani thinks to himself. As if his thoughts traveled aloud to fate itself, a daydreaming motorist turns in from his front right. Dani reacts promptly by swerving left and modulating his brakes, remembering stories of how locked brakes often lead to floored riders. It was a close one and Dani promptly returns a thoughtful gesture towards the confused motorist. To millions of motorcyclists worldwide, it’s just another day on the bike, hoping that your helmet and jacket will do their jobs. If motorists’ attention could be more effectively captured through a rider-controlled awareness product, innumerable motorcycle traffic accidents could be prevented. • What specific problem or opportunity are you addressing? • Problems • Today’s motorcycle safety products are biased towards post-accident • scenarios—helmets, jackets, spine protectors, or full suits. • The armor-and-gear market is highly saturated and only approaches the • issues of what happens after you fall off the bike. • Sport bike riders are unarmed and naked without a pro-active product to make • them better seen by motorists. • Safety is often sacrificed by sport bike riders’ culture and creed of sleek, low- • down style. • Opportunity • Sport bike riders exude an edgy, stealth style, while needing a controllable • way to be seen when it matters. • An affordable and attractive product is needed to help facilitate greater • awareness of motorcyclists on public roads. • A product that hides itself when unused and demands attention when active, • speaks to the late-product-adopting sport bike culture. • There is a great opportunity to improve the pre-accident safety and riding • satisfaction of motorcyclists worldwide, in an inconsiderately overlooked • market. • What is your fundamental product, service, and/or solution idea & how does it work? • Pulsating, vertically-lit OLED lights emit from a front-fork-mounted motorcycle • awareness product—called Flares. • Adapting to sport bike rider nuances—revving engines through traffic—Flares • are electronically linked to the motorcycles accelerator and flicker a quick, • patterned forward light, catching the attention of motorists farther ahead. • The motorcyclist’s handicapped exhaust-rev and thumb-on-horn sounding • method can now be complimented by a unique, rider-controlled visual light • pulse. • 3 Settings with the flick of a thumb: Off, RPM Rev-controlled Light Pulse, or • Constant Light Pulse. • A simple, compact, aesthetically-hidden product on their front-forks that riders • can pro-actively command, making their presence known to preoccupied • motorists, while helping to significantly reduce the frequent motorcycle traffic • accidents of today’s roads. Value Delivery System and Target Users/Beneficiaries

3. Personalized Cell Phone Imagine if…you could have the functions and appearance of a phone personalized just for you. Everything you want and nothing you don’t need, plus an interface designed by you, that you can understand. • Beneficiaries • Primary Market • Cell phone users who are not satisfied with cell phone interfaces and functions offered from cell phones in the market today • - New first time cell phone users • Stakeholders • - Manufacturers • Service Providers (Carriers) • Cell Phone Consumers • Retailers • FCC (Federal Communication Commission) • Professors • Cell Phone Designers • Advertisers • What steps in the innovation lifecycle are next? • We would like to refine the web service for the customers as well as user interface for the phones and to build a fully functional prototype so we can receive more feedback which will help improve the product to be ready for retail. • What is needed in order to take the next steps in developing your idea? • To pursue our goals we would need to be financially back by either investors or get in contact with an established design firms or cell phone manufacturers for a collaboration. • Who is on the Innovation Team? • San Jose State University • DSID 125: New Product Development • David Zhen • Jason Liu • UC Berkeley • NPD • Vince Law • Adrian Klie • Lawan Likitpunpisit • Vincent Ng • Describe what a day in the life of your intended user is like today. • Chris, a 24 year old student, has a cell phone which he uses to call his family and in case of an emergency. If Jack had a choice, he would not carry around a cell phone, but because of unknown circumstances in his life, he needs to always carry around a phone. Jack doesn’t care about having the latest and greatest cell phone because he believes cell phones are obtrusive in people’s lives and too many complications are created by extra functions that aren’t suited for his needs. • What specific problem or opportunity are you addressing? • Technology these days are progressing at a rapid rate. Phones are advancing and become more complex. Many of these technology advancements and features may not relate to every individual. There is a great opportunity to design a phone that people can relate to both emotionally and physically. • Solution • Our solution is to provide a service that will acknowledge the needs of customers on either the internet or at a physical store/kiosk with the end result of a physical phone that is tailored to their needs. Our goal is to reach a large spectrum of people with one standardized product with the flexibility and expandability that will excel in meeting individualized needs. • Perks • Some benefits of our product: • - People who always want a new looking phone (lower costs for new shell, look, functions) • - New users can design their own interface relieving the learning curve of having to learn how to use the phone • -Customized corporate phones designed specifically for their employees • - Upgradeable components (new updated hardware, third party accessories, etc) • -Phone has long life, can be passed through different users and they can change the phone to fit themselves • -Low cost upgrades. Only need to upgrade shells

4. Multi-Media Cookbook Imagine if…All of your favorite recipes and information on cooking techniques and nutrition were instantly at your fingertips while cooking. The experience of preparing and cooking could be made faster, easier, more enriching and you would be better able to customize your meals and utilize ingredients that you have on hand. • Who, and approximately how many, will benefit from the adoption of your idea and in what way will they benefit? • Home chefs, “foodies”, aspiring or experimenting cooks, home entertainers – anyone who desires an intuitive and efficient way to find inspiration for meals, access favorite recipes, customize meal portions or taste profiles, learn cooking terms & preparation techniques, maximize available ingredients, and track nutritional content will find the product highly useful. • What steps in the innovation lifecycle are next? • Preliminary user testing with first generation prototypes, preliminary UI (User Interaction) design, and completion of a business plan and product specifications are the next steps in the design development process. • What is needed in order to take the next steps in developing your idea? • Financing support for further prototyping of the device and user interaction (software), then product beta testing are needed to move the project toward market readiness. • Who is on the Innovation team? • Kurt Huffman (UCB Haas School of • Business) • Aaron Arizpe, Shonan Vora, & Joe Lemberg (UCB Engineering) • Waldemar Drozdek & Brook Plog (SJSU Industrial Design) Describe what a day in the life of your intended user is like today. Cooking for yourself and for family and friends can be a rewarding experience. The tools one uses dictate how successful the meal may be and whether or not a person will attempt to make it again. Traditional tools such as printed cookbooks, recipe cards, and magazine clippings are used in conjunction with cooking websites and TV programming, all of which are useful, but which have limitations. What specific problem or opportunity are you addressing? No one product addresses all of the concerns of the home chef. Laptops in the kitchen are impractical and expensive to risk near a cooking mess, books, cards, & magazines are limited in customizability and scope. What is your fundamental product, service, and/or solution idea & how does it work? The Multi-Media Cookbook is a digital reference device for storing, organizing, searching, and delivering multimedia content (recipes, images, video tutorials, and a variety of online content) for today’s home chef. The device is mounted (ideally at eye-level) in the kitchen, using included hardware and a mechanical mounting apparatus which allows for easy positioning and storage out of sight when not in use. The device has wireless capability, an easy-to-use interface, a large storage capacity, and is durable, easy to clean, and quite affordable to most home cooking enthusiasts. User Needs User Persona User Interface Grocery List Compiler Multi-Media Cookbook aids the user in compiling a grocery list. Small size and self contained battery lets the unit to go grocery shopping with the user. Streamlined Cooking All tasks are optimized for time and sequence of steps. Multiple timers keep tabs on prep and cook times. Portability gives user a chance to relax in the room of choice, once all tasks are competed and the oven does the rest. The unit chimes in when the food is ready. Screensaver While on idle, screensaver shows variety of dishes for inspiration. Content can be set to random or defined by the user. Once the choice is made screen displays necessary ingredients and the recipe. Food Picker Another way to pick a meal is to mark of ingredients of choice or what is available. When all desired ingredients are picked cookbook shows a list of available recipes. Cook-along Full length cooking video instructions help the user better understand what they’re doing. Full length feature accompanies the user throughout the cooking process. Double screen affords 2 layers of information that help the user to get it right the first time. Each cooking step serves as a chapter, which allows the user to pause, stop, rewind, and skip cooking steps. Multi-Media Cookbook stows away under cabinetry ready for action. Value Delivery System and Target Users/Beneficiaries Primary Stakeholders: Users/Purchasers (Home Chefs, Foodies, Health-Conscious Individuals, Homemakers, Working Professionals), Manufacturer, Retailers, Investors Secondary Stakeholders: Support/Repair Service Providers, Parts/Materials Suppliers, Logistics Providers, Content Providers (Cookbook & Cooking Magazine Writers/Publishers), Online/Mass-Media Cooking Outlets, Project Team