mark sanders's presentation at taipei trade show

©Mark Sanders 2009

©Mark Sanders 2009

One-Touch Can Opener –

Universal Design (for all) .. 14,000,000 sold

©Mark Sanders 2009

Bicycles – Human Amplifiers

3mph

4 x Faster4 x Distance

12mph

Same Energyas walking….

©Mark Sanders 2009

BUT - How do we get more people

onto bikes ?

What are Reasons for NOT

cycling ?

Is cycling just for enthusiasts ?

Can bikes be

cool for all ?

“GOOD MORNING LEMMINGS”

©Mark Sanders 2009

Reasons for NOT cycling

• Safety

• Hard Work

• Comfort

• Theft

• Speed

• Cycle routes

• Healthy

• See more

• Door to door

• 4 x Walking

Some Answers

IMAGE … “what will people think of me ?”

©Mark Sanders 2009

Cycling in Major Markets

Example: USA (Data: Trek/IDEO/Shimano)

Cyclists 23m

Non- Cyclists 161m

©Mark Sanders 2009

©Mark Sanders 2009

BLUE ocean = the 80% population who are non-cyclists

©Mark Sanders 2009

RED Ocean = the <20% population of cyclists

©Mark Sanders 2009

The bicycle market as an ocean

Bicycle industry

competes for

a share of the

20% cyclists

(red, with blood)

©Mark Sanders 2009

Who ?

•Sporty

•Male

EveryoneElse

©Mark Sanders 2009

What ?

Tran.sport

Sport

©Mark Sanders 2009

When ?

Everyday

©Mark Sanders 2009

Clothes ?

NormalEveryday clothes

Specialist

©Mark Sanders 2009

Posture ?

> MTB >Popularity ?

Uprightfor comfort

Crouched for Speed

©Mark Sanders 2009

Transmission ?

Clean Easy to use

©Mark Sanders 2009

Transport - Alternatives

To cycling ?

CompeteWith bikes

©Mark Sanders 2009

Good stuff happening in the Blue Ocean !

©Mark Sanders 2009

Bike Designs for the ‘Blue Ocean’

©Mark Sanders 2009

New Designs for the ‘Blue Ocean’

NOT“Me too’s”

©Mark Sanders 2009

Folding Bikes for the ‘Blue Ocean’

©Mark Sanders 2009

Why Folding Bikes are SO good

• Space-saving at home, work and elsewhere

• No worries about theft or parking

• Take on public transport: for longer journeys or rain

• Faster than a car door-to-door by multi-modal travel

(such as rail/folding bike)

• PLUS All the benefits of Cycling; 4x distance, 4x

speed, freedom, low cost, healthy, ecologically sound,

ideal speed to enjoy surroundings,

• Fun personal transport.

©Mark Sanders 2009

MAS BikeDesigns …..

MostlyBlue ocean

©Mark Sanders 2009

‘Blue Ocean’

©Mark Sanders 2009

Rolling Portability & Ease of use

©Mark Sanders 2009

Roll when folded – never carry

©Mark Sanders 2009

The Design Process - Strida

©Mark Sanders 2009

©Mark Sanders 2009

X-Bike

©Mark Sanders 2009

3 tubes into 2 tubes ? …….. Concept 1

©Mark Sanders 2009

Test Rig – Concept 2

Prototype

Testing – nice job

©Mark Sanders 2009

X-Bike

…… this bike is available

©Mark Sanders 2009

IF Bikes

IF Bikes ...90% population like big Wheels …..

©Mark Sanders 2009

déjà vu ?

©Mark Sanders 2009

TipsA for Bike Designers

• Don’t just design for yourself: think universal, ‘blue ocean’

• Design & Engineer, everybody has good ideas (and Cad !)

• Build & Ride, repeat !

• Cost & ease of manufacturing are important

• Use Standard parts if possible, but don’t be ruled by them

• Low cost bikes need good design too !

• Image + substance is important – especially in Blue Ocean

©Mark Sanders 2009

TipsB for The Bike Industry

• Universal ‘design for all’ is profitable and ‘Blue Ocean’

• Cross –fertilise people, and ideas from other industries

• Employ ‘Blue Ocean’ people – women, non-enthusiasts

• Avoid ‘not invented here’ – P+G get 50% new ideas outside

• Listen to new ideas from young designers – the future.

• Add both innovation & value, avoid ‘me-too’ commodities.

• Bike Shops for ALL ! Not intimidating, for enthusiasts only.

• Low cost ‘Supermarket bikes’ are an intro to cycling – design well - don’t dismiss their benefits to the industry.

• Feel the Blue Ocean - Ride to work

mark sanders's presentation at taipei trade show

Documents

carrymark sanders

speedmark sanders

mmark sanders

everydaymark sanders

sportsportmark sanders

availablemark sanders

bloodmark sanders

testing mark sanders