Advanced Rowing Instruments – Business Plan & Final ... - Saket Vora

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Contents I Executive Summary 5 II Business Plan 8 1 Introduction to Rowing 9 2 Business 13 2.1 Business Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 2.2 Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 2.2.1 Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 2.2.2 Market Research - Customer Survey . . . . . . . . . . . . . . . . . . . . . . . 15 2.2.3 Market Segmentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 2.2.4 Brand Establishment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 2.3 Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 2.3.1 Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 2.3.2 Direct Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 2.3.3 Boat Distributors & Retailers . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 2.3.4 International Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 2.3.5 Financial Projections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 2.4 Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 2.4.1 Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 2.4.2 Competitor Breakdown . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 2.5 Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 2.5.1 Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 2.5.2 S.W.O.T. Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 2.5.3 Price & Features Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 2.6 Intellectual Property . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 2.6.1 Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 2.6.2 ARI’s Intellectual Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 2.6.3 Chief Competitors’ intellectual assets . . . . . . . . . . . . . . . . . . . . . . . 31 2.7 Manufacturing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 2.8 Product Roll-Out . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 2
2.8.1 Phase One . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 2.8.2 Phase Two . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 2.8.3 Phase Three . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 3 Corporate Structure 35 3.1 Management Team . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 3.1.1 Board of Directors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 3.1.2 Senior Leadership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 3.1.3 Virtual Employees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 3.1.4 Virtual Employee Rotation System . . . . . . . . . . . . . . . . . . . . . . . . 37 3.2 Company Growth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 3.2.1 Employees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 3.2.2 Facilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 3.2.3 New Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 III Product Development 39 4 Hardware 40 4.1 Accelerometer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 4.1.1 Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 4.1.2 Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 4.1.3 Voltage Follower . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 4.1.4 Orientation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 4.1.5 Underlying Mathematics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 4.2 Power Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 4.2.1 Battery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 4.2.2 Voltage Regulators . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 4.3 Audio Amplifier . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 4.3.1 Microphone Pre–Amplifier . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 4.3.2 Power Amplifier . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 4.4 Display . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 4.4.1 Liquid Crystal Display . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 4.4.2 Driver IC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 4.5 Interface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 4.5.1 Control Buttons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 4.5.2 Audio Connectors and Volume Control . . . . . . . . . . . . . . . . . . . . . . 44 4.5.3 Other Indicators . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 4.6 Board Interconnects . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 4.7 Media Storage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45 4.8 Microcontroller . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45 4.8.1 General Considerations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45 4.8.2 Requirements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45 4.8.3 Processors Considered . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46 3
Page 1 and 2: Advanced Rowing Instruments WIN BAS
Page 3: Acknowledgments Special thanks go t
Page 7 and 8: Part I Executive Summary 5
Page 9 and 10: patentable technologies due to prio
Page 11 and 12: Chapter 1 Introduction to Rowing Na
Page 13 and 14: slide backward. It is during this p
Page 15 and 16: Chapter 2 Business 2.1 Business Mod
Page 17 and 18: sports markets. 2.2 Marketing 2.2.1
Page 19 and 20: Figure 2.3: Level of Concern for Co
Page 21 and 22: Figure 2.5: What People Would Pay f
Page 23 and 24: and the spring season begins in Mar
Page 25 and 26: Figure 2.9: Financial Projections &
Page 27 and 28: 2.4 Competition 2.4.1 Overview Due
Page 29 and 30: • Modular design for easy mainten
Page 31 and 32: include any functional claims. They
Page 33 and 34: 2.6.3 Chief Competitors’ intellec
Page 35 and 36: with relatively low volume, high te
Page 37 and 38: Chapter 3 Corporate Structure 3.1 M
Page 39 and 40: For the prototype development, Ever
Page 41 and 42: Part III Product Development 39
Page 43 and 44: To reduce noise, the Freescale acce
Page 45 and 46: taper trim potentiometer was used b
Page 47 and 48: a series of single line pins that f
Page 49 and 50: Chapter 5 Embedded Software 5.1 Var
Page 51 and 52: approximately two seconds until the
Page 53 and 54: 5.6 Stroke Rate Calculation Figure
Page 55 and 56:
Figure 6.1: ARI software mockup % R
Page 57 and 58:
% create waitbar h = waitbar(0,’C
Page 59 and 60:
GITERATIONNUM = ceil(fSize/GBUFFERS
Page 61 and 62:
%//////////////////////////////////
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end while (length(rate) ~= m) rate
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7.3 Modular Battery A repeated comp
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Part IV Appendices 65
Page 69 and 70:
Advanced Rowing Instruments Project
Page 71 and 72:
March 2007 Sunday Monday Tuesday We
Page 73 and 74:
April 2007 Sunday Monday Tuesday We
Page 75 and 76:
Appendix C Design Day Plans 73
Page 77 and 78:
Marketing Figure C.2: ARI Design Da
Page 79 and 80:
MERCURY DATA-DRIVEN DECISIONS 77 Fi
Page 81 and 82:
Appendix D Functional Specification
Page 83 and 84:
Appendix E Virtual Employee Job Des
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Advanced Rowing Instruments Interna
Page 87 and 88:
Appendix F Call Logs 85
Page 89 and 90:
Page 91 and 92:
Page 98 and 99:
Appendix H Component Datasheets (Se
Page 100 and 101:
1 TMS320VC5509A Features � High-P
Page 102 and 103:
High-Performance Modified RISC CPU:
Page 104 and 105:
The Freescale accelerometer is a su
Page 106 and 107:
+X X OUT @ +1g = 2.13 V Y OUT @ 0g
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® DESCRIPTION The TDA 2003 has imp
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Appendix I Industrial Design Docume
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Figure I.1: Refined Final Design 11
Page 118 and 119:
Figure I.3: Final Design Direction
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Figure I.5: Case Top View 118
Page 122 and 123:
Figure I.7: Case Bottom View 120
Page 124 and 125:
Figure I.9: Case Side View 122
Page 126 and 127:
RI Coaches Survey file:///C:/Docume
Page 128 and 129:
ARI - Email Correspondence with Eam
Page 130 and 131:
Advanced Rowing Instruments Near Co
Page 132 and 133:
FAT, 51 features, 52 foam model, 74
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