2011 Business Cases

NeuroSky_Logo

Problem Statement

Elite physical performance requires significant mental focus. Luckily, the brain waves of an athlete can be analyzed to help determine this optimal state of mind. Design a headset that will empower professional and amateur athletes to consistently achieve peak performance.

Objectives

  • Design a single-sensor headset with untethered mobility.
  • Headset should also be stylish and comfortable to wear.
  • Select a sport and specific task (e.g., shooting a basketball).
  • Provide real-time feedback with a BCI – Brain Computer Interface – to help athletes achieve proficiency and consistency.
  • Design an iPhone app that athletes can use to share results and improve their athletic performance.
  • Select a sports performance task with the highest potential interest for tweens and brand-name partners.

Constraints

  • Use current NeuroSky research and technology.
  • Design, build, and market the device for less than $100,000.
  • Ensure device hits the market by the end of Q1 2012.

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NeuroSport_ns12_2011_Business_Cases

Outcomes

  • Develop brand name, logo, and memorable tagline for the device.
  • Drive marketing buzz to get tweens interested, and get at least 10,000 tweens using the device by the end of 2012.
  • Strategize potential partners (e.g., sports companies or youth sports organizations) who could benefit from bringing this device to market.
  • Develop strategies to build partnerships with online and big box retailers to sell the device.

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Zero_Logo

Problem Statement

With mini-moto cycles, kids can now participate in races before they even get their license. What’s currently lacking in the market is a mini-moto model that’s safe, cool, and affordable.

Objectives

  • Design a new mini-moto bike for Zero Motorcycles that will become the choice for ages 9 – 17.
  • Vehicle should be safe, cool, and innovative.
  • Assess the competitive landscape of similar products to determine how to differentiate the Zero electric vehicle to young riders and their parents, highlighting the most desired features and benefits.

Constraints

  • Vehicle must include a removable, rechargeable battery pack.
  • Development costs for market research and prototype construction cannot exceed $50,000.
  • Product launch costs should range between an additional $50,000 to $100,000 for demo units, technology and engineering, and marketing materials.
  • Marketing tactics should include strategic partnerships to create buzz, excitement, and demand.
  • Launch between spring and summer 2012.

Zerro_z3_2011_Business_Cases
Zerro_z6_2011_Business_Cases

Outcomes

  • An innovative concept design for a new Zero Motorcycle mini-moto product line of electric motorcycles for ages 9 – 17.
  • Product should be fun, safe, affordable, and energy efficient.
  • Capture kids’ imagination, get them excited, and generate demand.
  • Identify consumer market and geographic locations where product would have greatest viability as well as companies that would be interested in marketing partnerships.
  • A business plan including a description for this new product, listing the target consumers, features, advantages and benefits, as well as a competitive analysis and points of differentiation for the product, and specific marketing tactics to drive sales.

View more Zero Motorcycle student renderings