FAIRBANKS MARINE CO-PILOT HANDS-FREE SAILING WITHOUT COMPROMISE

Transcription

1 FAIRBANKS MARINE CO-PILOT HANDS-FREE SAILING WITHOUT COMPROMISE

2 WHAT IS AN AUTO-PILOT? WHY DOES IT MATTER? -Anyone who hasn t sailed before

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6 COMPETITIVE LANDSCAPE while the electric autopilot maintains a steady compass course, a wind vane is set to maintain a desired angle off the apparent wind, and therefore will follow any wind shifts or changes in wind velocity. - CruisingWorld.com Wind Vane Electric Autopilot Fairbanks Marine Maintain Wind Angle Durable Operable in rough conditions Waterproof Hold compass heading Unobtrusive Easy to Install Operable when Motoring Price $5,500+ $3,000+ $3,000+

7 COMPETITIVE LANDSCAPE while the electric autopilot maintains a steady compass course, a wind vane is set to maintain a desired angle off the apparent wind, and therefore will follow any wind shifts or changes in wind velocity. - CruisingWorld.com Wind Vane Electric Autopilot Fairbanks Marine Maintain Wind Angle Durable Operable in rough conditions Waterproof Hold compass heading Unobtrusive Easy to Install Operable when Motoring Price $5,500+ $3,000+ $3,000+

8 DISSECTING THE COMPETITION A teardown of electric auto-pilots reveal antiquated electronics and poor waterproofing - no wonder they break constantly! RAYMARINE FAIRBANKS MARINE PRINTED CIRCUIT BOARD

9 CAPTAIN JACK 50 years old, male, high income Dreams of sailing across Pacific Ocean to Hawaii with wife Owns a wind vane, but needs a backup electric auto-pilot for his trip Disappointed with Raymarine

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11 WITH ARTIFICIAL INTELLIGENCE, A BETTER AUTO-PILOT IS CHEAPER THAN YOU MIGHT THINK ACCELEROMETER ANEMOMETER + Found in your pocket! WIFI CHIPS + Advanced Wind Speed & Direction Sensor Boat motion + wind data analyzed by software in real time Predicts upcoming waves Responds with steering micro-adjustments Result: 10% smoother ride. Less wear on boat! Connectivity & Expandability

12 CO-PILOT = INSTRUMENTS + AI + APP DESIGN PRINCIPLES TAILORED FOR USE ON A SAILBOAT High contrast for bright conditions Bold icons, wide typeset Compass displayed on all screens Navigation 09:52 AM S.O.S. Switch to manual AHOY HOME Account Diagnostics View Location Compass Heading Set a Course Map Instruments WiFi Strength Wind Speed and Direction Battery For Accessories Weather Weather Navigation App Settings Diagnostics Settings COMPASS Forecast Wave Height Sunset Weather Settings Alerts If ETA Changes Voice Control using Siri Night Mode CO-PILOT ON

13 18-MONTH ROADMAP PHASE 1: CO-PILOT DEVELOPMENT AND LAUNCH SUCCESS PHASE 2: ACCESSORIES ADD VALUE AND BUILD A SMART SAILING SYSTEM CROWDFUNDING CAMPAIGN LAUNCH RICHARD BRANSON TWITTER ENDORSEMENT WAVE 1 ACCESSORIES LAUNCH 1 ELECTRONIC WINCHES 1 ALWAYS-ON MICROPHONE PEN FOR VOICE CONTROL Jan 2019 Nov 2019 April 2018 Feb 2019 May 2019 Dec 2019 NATION-WIDE LAUNCH IN RETAIL & ECOMMERCE (WEST MARINE) 2 CAMERAS CREATE FULL AUTONOMOUS DRIVING MODE WAVE 2 ACCESSORIES LAUNCH

14 THANK YOU!

15 APPENDIX Problem Statement Interview Process In-Depth Customer Persona Competitive Landscape Headwinds Minimum Viable Experiment EPIC: User should be able to easily access to all of the navigation, diagnostics, and weather pages one screen Product Development Roadmap Wireframes

16 PROBLEM: SAILBOAT CAPTAINS ARE UNDERHANDED ON MOST SAILING TRIPS, BUT EXISTING AUTOPILOT SOLUTIONS HAVE SIGNIFICANT DRAWBACKS

17 INTERVIEW PROCESS GOALS 1. Who has the need for autopilots? Who is the target customer? Are they underhanded? 2. Understand the advantages and pain points of existing solutions. 3. Identify if customers seek / desire an improved design. ASSUMPTIONS Autopilot is needed most when guests are on the boat (incorrect, used in all situations) Because existing solutions have significant drawbacks (confirmed), customers would buy a better-made version QUESTIONS ASKED Describe the last time you took guests out on your boat. Describe a time when you couldn t leave the helm when you wanted to. How often does this happen? Are you aware of existing solutions? Please describe your experience. What are your frustrations and concerns with the type of autopilot you use?

18 CUSTOMER PERSONA: CAPTAIN JACK 50 years old, male Lives in San Diego, CA High income ($200k - $300k / year) Entertains friends on his 40-ft sailboat, and is usually underhanded Dreams of sailing to Hawaii with wife Loves when he is able to set a heading (direction) and step away from the helm (wheel) Owns a wind vane, but doesn t like that the design intrudes on guests sitting / walking area on his boat Had an electric auto-helm at one point, but it wasn t good for rough seas when he needed it most

19 COMPETITIVE LANDSCAPE HIGH DURABILITY WIND VANE FAIRBANKS MARINE LOW DURABILITY RAYMARINE ELECTRONIC AUTOPILOT CALM WATERS ROUGH WATERS

20 EAGER SELLERS AND STONY BUYERS HEADWINDS - Harvard Business Review Autopilot concept is not new Success for Fairbanks Marine depends on convincing customers to replace their existing autopilot system with our improved design

21 MINIMUM VIABLE EXPERIMENT VIDEO - SPECIFICALLY, CROWDFUNDING CAMPAIGN Customer research and interviews indicate demand for an autopilot that improves on the shortcomings of existing solutions. Sounds promising - but are they willing to pay for the solution? Crowdfunding campaign = gauge actual willingness to pay. Video = communicate the value proposition without a prototype Viable because target customer likely already owns a simpler version - easy to conceptualize our improvements

22 EPIC, USER STORY, ACCEPTANCE CRITERIA My EPIC: User should be able to have a comprehensive view of their route and critical information in one screen, with the ability to chart a course a course. User story: As a sailor on my vessel, I want to be able to quickly see my boat s relative position, the course I am taking, and my destination in one screen so that I can decide whether to change direction or stay the course. Acceptance Criteria: Given I m a sailor on a moving boat, when I open the app I want want the map to appear immediately and then three important pieces of data are graphically represented along with numerical interpretations (angle off of destination, suggested eta, eta if course is aligned with destination). User story: As a sailor on my vessel, I want to be able to enter a destination so that I can track my progress against it at any time. Acceptance Criteria: Given I m a sailor on a moving boat, when I open the map section of the app then I should be greeted with a where are you going? Box that accepts types of information such as major geographic landmarks, latitude/longitude coordinates, or compass heading.

23 PRODUCT DEVELOPMENT ROADMAP Q1 Q2 Q3 Q4 Hardware Software Prototype & Scalability R&D Performance Testing System Software ios App SOURCE PARTS DESIGN IN-HOUSE ANEMOMETER HIGH-FIDELITY WIREFRAME PROTOTYPE ASSEMBLY (OFF SHELF ANEMOMETER) PREDICTIVE ALGORITHM DEVELOPMENT USABILITY TESTING MERGE WITH PROTOTYPE DURABILITY TESTING RIDE IMPROVEMENT TESTING APP DEVELOPMENT, SYNC WITH ONBOARD COMPUTER INSTALLATION SIMPLIFICATION SYNCHRONIZ ATION OF SYSTEM

24 HOME SCREEN WIREFRAME SKETCH MEDIUM FIDELITY 09:52 AM Switch to manual HOME Map Instruments Weather COMPASS App Settings