sunday, december 16, 12designed.mit.edu/gallery/data/2012/final/slides/orange.pdf · sunday,...

Sunday, December 16, 12

ERNSunday, December 16, 12

FERN


the user the pr duct the business


the user


the userSunday, December 16, 12

appalachian trail casual picnics


our target consumers



cook for groups multiple burners



cook for groups

hike to and from camp

multiple burners

lightweight



cook for groups

hike to and from camp

store in backpacks & trunks

multiple burners

lightweight

compact


“with Ferno, you can have a comfortable base

camp without adding a lot of weight or volume”


“this product is filling a niche that hasn’t been filled”


the pr duct


the pr ductSunday, December 16, 12

storage setup cooking cleaning



the pr duct

windscreenstovetop base



the pr duct

pop, lock, ‘n drop itwindscreen

stovetop base



the pr duct

pop, lock, ‘n drop itigniter



the pr duct

levers


video here



the pr duct

temperaturesticker



the pr duct

remove stove top to cleantemperature

sticker


the pr duct

10.5”

17”

1.5”


the pr duct

270 in3volume 1800 in3volume


the pr duct

9 lbweight 13 lbweight

270 in3volume 1800 in3volume


the business


the businessSunday, December 16, 12

the businessthe business

an attractive market



800,000 two-burner stoves sold last year






12% growth over three years





21% growth last year

12% growth over three years


150,000 Fernos sold by year 5




11% projected market share



11%

29%60%

coleman others ferno



a competitive product




bill of materials $20

overhead $10

labor $5

total cost $35





overhead $10

labor $5

total cost $35

wholesale price $65





overhead $10

labor $5

total cost $35

wholesale price $65

retail price$120




$120$100$80

added value


the business

a viable business


-$0.4M

$0.0M

$0.4M

$0.8M

$1.2M

$1.6M

2013 2014 2015 2016 2017 2018

year

ly c

ash

flow

the business

a viable business


-$0.4M

$0.0M

$0.4M

$0.8M

$1.2M

$1.6M

2013 2014 2015 2016 2017 2018

year

ly c

ash

flow

the business

a viable business

initial investment $230,000


-$0.4M

$0.0M

$0.4M

$0.8M

$1.2M

$1.6M

2013 2014 2015 2016 2017 2018

year

ly c

ash

flow

the business

a viable business

break even 26 months



-$0.4M

$0.0M

$0.4M

$0.8M

$1.2M

$1.6M

2013 2014 2015 2016 2017 2018

year

ly c

ash

flow

the business

a viable business

ROI 45%

break even 26 months



THANK Y U

David WallaceDanny BraunsteinJuhan SoninJohn NordstromNick WaggenerRoger ZhuLauren Hernley

Juergen SchoensteinJane KokernakLydia VolaitisLinda SutliffJane ConnorAngie LocknarJeff Mekler

Dick FennerBill CormierJoe CroninJim DudleySteve HaberekChevalley Duhart


FERN


sunday, december 16, 12designed.mit.edu/gallery/data/2012/final/slides/orange.pdf · sunday,...

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