design led business
DESCRIPTION
Mark Penningtons presentation on Design Led Business to Export NZ companies in the Bay of Plenty. Mark visited the Bay as the special guest for the 2012 Young Innovator Awards.TRANSCRIPT
Kate SheppardSuffragette
Ernest Rutherford Atom man
Richard Pearse First flying machine
Burt Munro World’s fastest motorcycle
Pioneering spiritFresh, unencumbered thinkers
Youthful Energetic AdventurousFree SpiritedCan-do
User focused
< >
INTEGRITY > BEING OPEN AND HONEST
integrity
Dive deep
Understand the problem
Gain insight
Be committed to excellence
EXPLORERS >
IDEAS!Data InsightsInformation Knowledge
conceptual clarity
self belief!
CAN DO
disturbances opportunities
–
Total revenue exceeds $700m
Highest selling product in Knolls history
Global environmental benchmark
Fastest product ramp up in Knolls history
50,000 + chairs sold
Knoll Seating Revenue 2001
$21m
Business Model
•Long term investment (can’t be hand to mouth)
•2-3 years per project (1 year to find partner)
•IP equals up to ¼ of cost of development
•Development cost covered by licence fee
•Break even after one year
•Profit and reinvestment created through royalty stream
Total sales
Life
Generation
S600
Side chair
$ (
00
0)
how do we do it?
$973(height arms,no seat depth)
Chadwick Knoll
$650(height adj arms)
Let’sb Steelcase
$1217 (height adj arms, tilt limit)
Aeron Herman Miller
$1031(height + width arms)
Mirra Herman Miller
$649 (fixed height arms)
Soho Knoll
$670 (height adj arms)
Essentials Knoll
$1248 (fixed height arms)
Bulldog Knoll
$951 (high perf arms)
RPM Knoll
$1199(high perf arms)
Leap Steelcase
$981(high perf arms)
Think Steelcase
$798(height adj arms)
Look Haworth
$907(height adj arms)
Zody Haworth
$1110(height adj arms, no pref)
Freedom Humanscale
$1055(fixed height arms, no pref)
Liberty Humanscale
$725(fixed arms, flexnet seat)
Caper Herman Miller
$1005(high perf arms)
Sum Allsteel
$940(height adj arms, upholstery)
Relate Allsteel
$609(height adj arms, lumbar)
Ambition Allsteel
$770(height adj arms)
Energy Allsteel
$783(height adj arms)
Reaction Herman Miller
$987(height adj arms)
Equa 2 Herman Miller
$831(height adj arms)
Ambi Herman Miller
$764(height, width + angle arms)
Cella Herman Miller
$1695
Embody Herman Miller
$???
Diffrient Humanscale
Embody 2 Herman Miller
$???$???
Cobi Steelcase
$1306
Acuity Allsteel
$864
Amia Steelcase
$1443(height adj arms)
Life Knoll
$1295 (height adj arms)
S500 Knoll
carbon foot print
Life
Th
ink
S5
00
Zo
dy
Fo
rmw
ay
kg CO2 per chair
10
7
10
2
10
1
70
27
.9
Observational research
“Understanding human need is half the job of meeting them”
Adlai Stevenson
User Insights
Consulting the experts
TIM SPRINGER Human environment research organization, Chicago
Copyright Formway Furniture 2009
COMPARED THEIR PERFORMANCE
user trialling
Copyright Formway Design 2010
Mark Pennington Design