final presentation (draft)
Here is the straw man for my final presentation. I still have some work to do developing and crisping up the final design concept and how I communicate it ( I'm thinking of improving my prototypes, or at least taking some better photos of them in use-scenarios). I also want to replace many of the photographs I've presented below. The final slides on the mini-kitchen platform and other strategies need work on content and graphics (or need to be scaled back or dropped).
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1. compact fridge market: why and who
So you think you want to enter the mini-fridge arena...
Well, there's a lot of money in mini-fridges and even more in products for college dorm rooms.
2. why else
You should focus on a student-centered mini-fridge.
3 student living
Meet your target user group:
When you're in college...the dorm is your home...compact, multifunctional products are important...
[photograph of dorm room that captures "compact", "multifunctional" and "home"]
4 product overview
Here's what's currently going on with mini-fridges...
They're pretty much all the same (nothing innovative here).
5 features
And there aren't any features unique to the mini-fridge (there should be).
6 competition
The competition is mostly no-namers competing on price - the brand names aren't making anything special.
7 neglected market that's up for grabs
From a consumer p.o.v. nobody owns the mini-fridge market.
Nobody speaks fridges like Sub-Zero. (Lucas' Idea)
Nobody speaks mini-fridges (but you could...)
8 opportunities
Mini-fridges are a neglected market with ripe areas for innovation.
We've outlined 3 opportunity areas...
9 use contexts
You should be aware of 3 common situations where students are using mini-fridges...
Each situation exemplifies a specific opportunity area and set of design criteria...
10 Small fridge w/ room kitchen
Mike and Raquib cook a lot in their room kitchen.
11 fridge space
But they have trouble fitting everything in their fridge and getting stuff out.
So... The mini-fridge should have improved organization.
12 incomplete dorm room kitchen
Matt and Asif prepare most of their own meals but don't have a kitchen.
13 mini-meals
They try hard to organize a kitchen area in their room but it's still a mess, which makes it difficult to prepare meals.
So...the mini-fridge should help with creating a cohesive kitchen area in the room
14 community kitchen
Eri prepares many of her meals in the community kitchen for her floor.
15 sharing
She has to make many trips back and forth b/w her room and the kitchen to make meals. She also shares her cooking stuff and meals with her floor mates.
So...the mini-fridge should support mobility & social interaction
15b sharing
(cut out or combine this last slide idea?)
16 design criteria
So this is what a student-centered mini-fridge should do...
+ provide easy access (and visibility to all parts of the fridge)
+ provide flexible organization (so users can reconfigure their fridge on the fly to accomodate various items)
+ make efficient use of space (so users can fit everything they want into the compact space)
+ create a unified kitchen area (with work and storage space for food and kitchen stuff)
+ facilitate transporting (of food and kitchen items)
+ support social interaction (around eating and preparing food)
17 generic design ideas
These immediately suggest some generic design ideas..
+ removable fridge containers
+ stackable storage units
+ extendable worktops
[slide: list with diagrams of concepts]
18 modular mini-kitchen fridge
We've designed a modular mini-kitchen that can satisfy all these design criteria and more. It works like this...
[slide: diagram of concept ]
19 rails
The rails serve as universal attachment points for the different modules as well as for hanging your own items.
[slide: simple rendering or photo of rails]
20 containers
Inside the fridge...
Different container modules provide easy access and flexible organization in the small space...(trays, shelves, bins)
These are removable and can be used with other elements of the system...
[slide: simple rendering or photo of container modules]
21 platforms and countertops
Outside the fridge...
Platform modules stack on top of the fridge to create work and storage space.
Countertop modules hook onto the rails to provide additional workspace that can be stored away when not in use.
[slide: simple rendering or photo of stackable storage modules and countertops]
22 example use scenarios
(This system solves these problems ...in these situations...which are supported by my research...)
Note: I don't plan to use all these slides (22a-f).
22a easy access
Pull out the trays, access and organize stuff, put them back. Now you can actually get to the back and bottoms of your fridge!
22b flexibility
Easily make room for large items by moving the half-trays. No more items that don't fit. Less wasted space.
22c organized kitchen area
Efficiently organize and store food, appliances and cookware by combining stacking modules, rails and containers. Appliances no longer take up all your work space. All your food stuff is in one convenient area!
22d preparing
Easily prepare a mini-meal in your room. Use the countertops for additional workspace.
22e mobile
Take a tray of food to the kitchen or a tray of pop to a friend's room.
22f sociable
Your room is the best room to eat and hang out in!
22g creative uses
Create a unique and personalized space in your room.
(The system may seem too extravagant to actually produce... but...You don't need to implement every aspect of the system: each element could be a stand alone product. The product doesn't need to be modular: the elements could be integrated with fridge.)
23 mini-kitchen platform
You might want to expand your focus beyond just the mini-fridge...You could offer a complete line of mini-kitchen products that work together.
[slide: diagram of mini-kitchen concept or photos of individual products, like a hot plate, microwave, etc., arranged to suggest combined use]
Note: The following slide ideas are especially underdeveloped and perhaps not even worth developing. Much of this probably won't make it into the final presentation (though I'd like to try and develop some of it).
24 strategy
You are potentially offering much more than just a mini-fridge. You are offering a system to help college students expand and manage the kitchen areas of their rooms. This benefits you in several ways.
24a avoiding unfavorable business models
Students often inherit or rent mini-fridges. By offering more than just a mini-fridge students have good reason to buy a new fridge.
24b adapting to unfavorable business models
Moreover, you can continue to profit off the product by selling fridge accessories and related kitchen products.
24c partnerships
You could partner with other companies to offer products compatible with your mini-fridge or mini-kitchen system. For example, company A could produce sealable containers that hang and fit inside your fridge.
24d entering other markets
You can also compete in other small refrigerator and kitchen markets (and possibly create new ones) with this product... like apartment, office and assisted living homes.
24e branding
Here are some ideas on how to brand and market this product...(e.g. showcasings in stores during back to school with dorm room planning services)
24f integrate with current strategies
...and tie it in with your overall strategy for marketing to college students (e.g. showcase at colleges along with other "sleek" products)
(...and of course, lots other ideas I haven't given too much thought to...)
25 end
[slide: image of design concept in dorm room setting, or perhaps next to other mini-fridges for sale at Best Buy]
*************************************************************************
1. compact fridge market: why and who
So you think you want to enter the mini-fridge arena...
Well, there's a lot of money in mini-fridges and even more in products for college dorm rooms.
2. why else
You should focus on a student-centered mini-fridge.
3 student living
Meet your target user group:
When you're in college...the dorm is your home...compact, multifunctional products are important...
[photograph of dorm room that captures "compact", "multifunctional" and "home"]
4 product overview
Here's what's currently going on with mini-fridges...
They're pretty much all the same (nothing innovative here).
5 features
And there aren't any features unique to the mini-fridge (there should be).
6 competition
The competition is mostly no-namers competing on price - the brand names aren't making anything special.
7 neglected market that's up for grabs
From a consumer p.o.v. nobody owns the mini-fridge market.
Nobody speaks fridges like Sub-Zero. (Lucas' Idea)
Nobody speaks mini-fridges (but you could...)
8 opportunities
Mini-fridges are a neglected market with ripe areas for innovation.
We've outlined 3 opportunity areas...
9 use contexts
You should be aware of 3 common situations where students are using mini-fridges...
Each situation exemplifies a specific opportunity area and set of design criteria...
10 Small fridge w/ room kitchen
Mike and Raquib cook a lot in their room kitchen.
11 fridge space
But they have trouble fitting everything in their fridge and getting stuff out.
So... The mini-fridge should have improved organization.
12 incomplete dorm room kitchen
Matt and Asif prepare most of their own meals but don't have a kitchen.
13 mini-meals
They try hard to organize a kitchen area in their room but it's still a mess, which makes it difficult to prepare meals.
So...the mini-fridge should help with creating a cohesive kitchen area in the room
14 community kitchen
Eri prepares many of her meals in the community kitchen for her floor.
15 sharing
She has to make many trips back and forth b/w her room and the kitchen to make meals. She also shares her cooking stuff and meals with her floor mates.
So...the mini-fridge should support mobility & social interaction
15b sharing
(cut out or combine this last slide idea?)
16 design criteria
So this is what a student-centered mini-fridge should do...
+ provide easy access (and visibility to all parts of the fridge)
+ provide flexible organization (so users can reconfigure their fridge on the fly to accomodate various items)
+ make efficient use of space (so users can fit everything they want into the compact space)
+ create a unified kitchen area (with work and storage space for food and kitchen stuff)
+ facilitate transporting (of food and kitchen items)
+ support social interaction (around eating and preparing food)
17 generic design ideas
These immediately suggest some generic design ideas..
+ removable fridge containers
+ stackable storage units
+ extendable worktops
[slide: list with diagrams of concepts]
18 modular mini-kitchen fridge
We've designed a modular mini-kitchen that can satisfy all these design criteria and more. It works like this...
[slide: diagram of concept ]
19 rails
The rails serve as universal attachment points for the different modules as well as for hanging your own items.
[slide: simple rendering or photo of rails]
20 containers
Inside the fridge...
Different container modules provide easy access and flexible organization in the small space...(trays, shelves, bins)
These are removable and can be used with other elements of the system...
[slide: simple rendering or photo of container modules]
21 platforms and countertops
Outside the fridge...
Platform modules stack on top of the fridge to create work and storage space.
Countertop modules hook onto the rails to provide additional workspace that can be stored away when not in use.
[slide: simple rendering or photo of stackable storage modules and countertops]
22 example use scenarios
(This system solves these problems ...in these situations...which are supported by my research...)
Note: I don't plan to use all these slides (22a-f).
22a easy access
Pull out the trays, access and organize stuff, put them back. Now you can actually get to the back and bottoms of your fridge!
22b flexibility
Easily make room for large items by moving the half-trays. No more items that don't fit. Less wasted space.
22c organized kitchen area
Efficiently organize and store food, appliances and cookware by combining stacking modules, rails and containers. Appliances no longer take up all your work space. All your food stuff is in one convenient area!
22d preparing
Easily prepare a mini-meal in your room. Use the countertops for additional workspace.
22e mobile
Take a tray of food to the kitchen or a tray of pop to a friend's room.
22f sociable
Your room is the best room to eat and hang out in!
22g creative uses
Create a unique and personalized space in your room.
(The system may seem too extravagant to actually produce... but...You don't need to implement every aspect of the system: each element could be a stand alone product. The product doesn't need to be modular: the elements could be integrated with fridge.)
23 mini-kitchen platform
You might want to expand your focus beyond just the mini-fridge...You could offer a complete line of mini-kitchen products that work together.
[slide: diagram of mini-kitchen concept or photos of individual products, like a hot plate, microwave, etc., arranged to suggest combined use]
Note: The following slide ideas are especially underdeveloped and perhaps not even worth developing. Much of this probably won't make it into the final presentation (though I'd like to try and develop some of it).
24 strategy
You are potentially offering much more than just a mini-fridge. You are offering a system to help college students expand and manage the kitchen areas of their rooms. This benefits you in several ways.
24a avoiding unfavorable business models
Students often inherit or rent mini-fridges. By offering more than just a mini-fridge students have good reason to buy a new fridge.
24b adapting to unfavorable business models
Moreover, you can continue to profit off the product by selling fridge accessories and related kitchen products.
24c partnerships
You could partner with other companies to offer products compatible with your mini-fridge or mini-kitchen system. For example, company A could produce sealable containers that hang and fit inside your fridge.
24d entering other markets
You can also compete in other small refrigerator and kitchen markets (and possibly create new ones) with this product... like apartment, office and assisted living homes.
24e branding
Here are some ideas on how to brand and market this product...(e.g. showcasings in stores during back to school with dorm room planning services)
24f integrate with current strategies
...and tie it in with your overall strategy for marketing to college students (e.g. showcase at colleges along with other "sleek" products)
(...and of course, lots other ideas I haven't given too much thought to...)
25 end
[slide: image of design concept in dorm room setting, or perhaps next to other mini-fridges for sale at Best Buy]
posted by jamesjpierce at 9:53 PM
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