The Invisalign of Computer Chairs

Team

Jameson McDevitt

• Human Resources
• Management
• Operations

Bryce Kovi

• Integrated Business
• Operations Management

Bre Nightingale

• Business Management
• Entrepreneurship

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Kaitlin MacKenzie

• Business Management
• Head of Key Account Management

James Mears

• Business Management
• Production Manager

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James Longfellow

• Business Management
• Marketing Director

The Frustration

• We observed that [remote workers, computer users, and gamers] are frustrated by [long hours sitting in front of the screen causing back/neck pain and slouching ] because as I discovered while investigating underlying secrets, they lack [a comfortable, lumbar adjustable, and accessorized seat] resulting in [uncomfortable sessions in front of the computer and inconveniences such as back pain, discomfort, and trips to the chiropractor].

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[Computer users] want a [effective, easy to use, and adjustable] way to [correct and maintain a good posture while sitting at the computer].

The Problem

A Solution

[Computer users] want an [easy, healthy, and affordable] way to [keep proper posture while sitting in front of a computer] and one solution is to create and sell a [computer chair that carefully and incrementally adjusts posture to promote better health].

Business to Customer

The customer archetype is Caregiver

We aim to provide medical support to those in need in a personal assistance and self service environment.

Our chair would strictly be business to customer sales. The chair is specifically designed for the individual user.

Above: A 50-60 year old father who has recently left his job in construction to be a stay at home dad and picked up a remote worker position for a call center.

Above: A 30-40 year old writer for a magazine spending large amounts of time on their computer doing research and articulating their findings.

How do we know the issue is prevalent?

Survey Approach

A survey of 50 individuals all of which having personal connections with the team answered several questions pertaining to sitting, back pain, their attempt at a solution, and cost.

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Survey Results

Of the 50 recordings it is obvious there is an issue correlated to long sitting times and back pain. The participants made it clear that the issue is prevalent and people would be willing to pay for such a product.

Results from Testing Solution Statement: �MVP #1

Data Matrix Table

MVP#1 Approach & Experimental Results

For our MVP we Chose to do an Explainer Video.

• We went onto UCF campus outside of different colleges where we interpreted their professions and current work that require a lot of sitting and posture based activity
• Showed willing students and faculty our video and gave a quick survey
• Recorded results based on the three questions to record interest in product
• Bar Graph Results show support for a product such as the Backup Plan Chair

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MVP Results

As you can see from the results, there is a significant number of people who face the same pains we do and wish for a better product for their pain.

Results from External Data Searching

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Externally

Generated-Survey

• A survey produced by Statista surveyed the US and found a large portion of the US report back issues nearly 40%.
• Stress, physical activity, or lack thereof are top contending reasons for reported back issues
• Sitting incorrectly or bad posture leads to hunches, lower back pain, and other spinal deformities.
• This is enough evidence to conclude that bad posture around the world is a huge cause for bad backs.

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Externally Generated-Experimental

• An experiment was conducted on 201 blue collar workers in a test to see whether lower back pain was correlated with sitting times either during work or leisure time.
• As expected there was a positive correlation between sitting times and lower back pain (LBP).
• Large portion of back pain is from bad posture and chairs that do not oblige to our back’s needs.

The Final Product

Describe the Final Product

The final product will look much like an at home personal computer chair with the latest and greatest ergonomic design for comfort. The backrest of the chair will contain our patented technology the “bubble board” which not only contains small inflatable pockets of air behind the seat to adjust posture, but also yields small pressure plates that calculate your posture in real time. The chair will have a compact and silenced compressor that feeds the individual pockets the correct PSI to reflect points of posture that either need more or less support.

How Does a Customer Use it?

As any other chair the user will first take a seat. The chair will automatically sense the user but maintain its current position until the user chooses to run the diagnostic scan. The chair will come with a built in remote that allows the user to enable the chair to calculate the best setting for comfort and posture along with the ability to make adjustments that suits them.

Substitutes: Competition

Cost or Benefit Advantage

• Our chair’s value is driven by the benefits it has to offer mainly correcting or enhancing posture and doing so in a comfortable setting in your own home.

Underlying Magic & Basis for IP

Intellectual Property

Utility patent for the bubble board

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Design patent for how the pressure plates are placed and how they function to obtain posture readings.

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Barriers to Others Entering

• International electrotechnical commission’s (ISO) Risk analysis and safety approval.
• UL 60601-1 certification
• Food and drug administration's (FDA) 510(k) approval harmonizing all previous requirements.
• Brand loyalty will establish customer loyalty and commitment to the product.
• Advertising will assist in gaining this loyalty and help maintain a strong brand image.

Value Proposition

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Correct posture, just by sitting An alignment rack, for your back

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What Kind of Customer Relationship and Why?

• Self-service

Although there is a relationship and community through our social media pages, most of our communication with customers is through our web page or user manual which provides more than adequate, step-by-step instruction on use and common Q&As. We chose this channel because it provides adequate information on navigation and use of the chair. Any further inquiries can be handled through a hotline.

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Channels

Awareness

Using a pull marketing strategy through our social media accounts like Instagram, Facebook, and Twitter, we are able to promote the computer chair to a wide range of audiences. This helps people become knowledgeable of the product and understand what it is we are trying to accomplish. We will also use the chiropractic organization to facilitate sales and customer awareness.

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Evaluation

The customer will view the product through our reviews on Facebook, Instagram, and Google. Using the key features of the product and success, the computer chair portrays that it is a valid and reliable route to curing and maintaining proper back posture.

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Channels

Evaluation

Customers receive input from a variety of sources in which they can determine if the product is for them. Reviews from our webpage, doctors input and experience, and virtual demonstrations to name a few.

Delivery

Shipping and transporting of the chair will be done through a third party shipping company such as UPS or FedEx. The chair would be sold directly to the customer to cut out the middleman, Flexible in future after several test runs.

Purchase

Using our webpage guides the user through the products features, how they work, and what the chair could do for you. This will be the only way for customers to purchase one of our chairs, at least while in the early stages of development.

Awareness

A combination of a push and pull strategy is used through the two main forms Backup Plan uses to attract customer attention, word of mouth and Ads. The orthopaedic surgeon or chiropractor we partner with can inform and advise those who could really use additional support about the chair. Ads specifically designed to target long-term computer users are used to catch the rest of our audience.

After sales follow-up

Providing a post-purchase support with an FAQ where it gives information about the computer chair and how it differentiates. There is also a contact page where you can send a message or give a call.

Production

Complements Needed

• We need the following complements to create the product…

computer desks, professional reviews, partnerships, Regulatory approval by the OSHA

Make, Buy, or Ally

• We will “make” the following… chairs in house as it will be imperative to protect their bladder integration technology for the chair back support to tailor to the users conditions

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• We will “buy” the following… materials from third party companies for items such as metal, fabric, and bladder material for the chairs

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• We will “ally” with the following partners… medical companies and doctors as it will make a great source of customer base as well as allow for product improvement and direct connection to patients of all kinds.

Pricing

What is the price per chair?

• The chair price will initially be $1299.99

• This is comparable to your high end office chairs that offer little additional value.

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• Each chair will have a return of $700 per chair before overhead.

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Cost to make the chair?

• Mesh $7/yrd*5yds = $35
• Wheels $4/wheel*6 wheels = $24
• Frame = $125
• Compact Compressor = $175
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• “bubble board” = $150
• Frame = $20
• Inflatable bags = $30
• Tube circuit and actuators = $20
• Wiring and diodes = $30
• Pressure sensors = $50

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Business Model & Value Animation

Forces Which May Affect the Business Model

Industry Forces

• Competition of other companies and products alike could affect our business.

Key Trends

• An increase in back related issues and medical conditions from prolonged work sitting.

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Market Forces

• Material shortage due to lack of supply in the supply chain.

Macroeconomic Forces

• Inflation especially in current times can be a huge macroeconomic factor affecting our entire business and the function it provides.

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Market Size & Growth

• Market size for office/gaming chair

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• $10.7 Billion CAGR: 5.8%

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• Market size for chiropractic practice

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• $12.3 Billion CAGR: 4.3%

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www.grandviewresearch.com/industry-analysis/us-chiropractic-market

www.adroitmarketresearch.com/industry-reports/office-chairs-market

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Considering this product is a fairly new idea:

• More overlap of the two markets we chose: office/gaming chairs and chiropractic.

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Milestones

Milestone 1: Conduct a survey to gather information

Activites: Situation, company, customer, and competitor analysis. Issue survey based on analyses.

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Milestone 2: Test MVP #1, Explainer video & accompanying survey�Activites: Run explainer video MVP #1, Process MVP video and survey data

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Milestone 3: Product Development�Creating the chair and pieces of the chair in cooperation with the hired engineering firm.

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Milestone 4: Secure design patents for the chair design and the technology in the chair.��Milestone 5: Small scale launch of product. �

Gantt Chart for 2 years

Financial Model (Budget)

Insert in this form-use template provided

SWOT Analysis

Marketing and advertising efforts

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Teamwork and leadership skills

Outsourced manufacturing

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Small staff

Expansion

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Market and global economy growth

Large developed competitors

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Inflation

Summary

Our Transient Competitive Advantages

• Reliability will enhance customer satisfaction and loyalty. The quality and innovative techniques will assist in the dependability of the product.
• Affordability is another advantage that the computer chair will use for competition. The product will not be costly as there are no fees and the chair has many cheap protection plans.

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Change Figure if you want

We are seeking to raise $112,500 for 2 years of work