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FAIRBANKS MARINE CO-PILOTHANDS-FREE SAILING WITHOUT COMPROMISE
“WHAT IS AN AUTO-PILOT? WHY DOES IT MATTER?”
-Anyone who hasn’t sailed before
Wind Vane Electric Autopilot Fairbanks Marine
Maintain Wind Angle
Durable
Operable in rough conditions
Waterproof
Hold compass heading
Unobtrusive
Easy to Install
Operable when Motoring
COMPETITIVE LANDSCAPE“…while the electric autopilot maintains a steady compass course, a wind vane is set to maintain a desired angle off the apparent wind, and therefore will follow any wind shifts or changes in wind velocity.” - CruisingWorld.com
$5,500+ Price $3,000+ $3,000+
Wind Vane Electric Autopilot Fairbanks Marine
Maintain Wind Angle
Durable
Operable in rough conditions
Waterproof
Hold compass heading
Unobtrusive
Easy to Install
Operable when Motoring
COMPETITIVE LANDSCAPE“…while the electric autopilot maintains a steady compass course, a wind vane is set to maintain a desired angle off the apparent wind, and therefore will follow any wind shifts or changes in wind velocity.” - CruisingWorld.com
$5,500+ Price $3,000+ $3,000+
DISSECTING THE COMPETITION
RAYMARINE FAIRBANKS MARINE
PRINTED CIRCUIT BOARD
12”
3.5”1”
12”
▸ A teardown of electric auto-pilots reveal antiquated electronics and poor waterproofing - no wonder they break constantly!
CAPTAIN JACK
▸ 50 years old, male, high income
▸ Dreams of sailing across Pacific Ocean to Hawaii with wife
▸ Owns a wind vane, but needs a backup electric auto-pilot for his trip
▸ Disappointed with Raymarine
10%
WITH ARTIFICIAL INTELLIGENCE, A BETTER AUTO-PILOT IS CHEAPER THAN YOU MIGHT THINK
ACCELEROMETER
Found in your pocket!
ANEMOMETER
Advanced Wind Speed & Direction Sensor
WIFI CHIPS
Connectivity & Expandability
+ +
▸ Boat motion + wind data analyzed by software in real time
▸ Predicts upcoming waves
▸ Responds with steering micro-adjustments
▸ Result: 10% smoother ride. Less wear on boat!
CO-PILOT = INSTRUMENTS + AI + APP
• High contrast for bright conditions
DESIGN PRINCIPLES TAILORED FOR USE ON A SAILBOAT
Diagnostics
WiFiStrength
WindSpeed and Direction
BatteryFor Accessories
Settings
AlertsIf ETA Changes
VoiceControl using Siri
NightMode
• Bold icons, wide typeset • Compass displayed on all screens
Navigation
Compass Heading
View Location
Weather
Forecast
�09:52 AM � �
�
�HOME
�
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� Switch to manual
COMPASS
Map
Weather
Instruments
App Settings
Weather Settings
Navigation Diagnostics
CO-PILOT ON
S.O.S. AccountAHOY
Wave Height Sunset
Set a Course
18-MONTH ROADMAP
April 2018
CROWDFUNDING CAMPAIGN LAUNCH
Dec 2019
NATION-WIDE LAUNCH IN RETAIL & ECOMMERCE (WEST MARINE)
Jan 2019
RICHARD BRANSON TWITTER
ENDORSEMENT
WAVE 1 ACCESSORIES
LAUNCH
ALWAYS-ON MICROPHONE PEN
FOR VOICE CONTROLELECTRONIC
WINCHES
WAVE 2 ACCESSORIES
LAUNCH
11
May 2019
Nov 2019
CAMERAS CREATE FULL AUTONOMOUS
DRIVING MODE
2
Feb 2019
PHASE 1: CO-PILOT DEVELOPMENT AND LAUNCH SUCCESS
PHASE 2: ACCESSORIES ADD VALUE AND BUILD A SMART SAILING SYSTEM
THANK YOU!
APPENDIX▸ Problem Statement
▸ Interview Process
▸ In-Depth Customer Persona
▸ Competitive Landscape
▸ Headwinds
▸ Minimum Viable Experiment
▸ EPIC: User should be able to easily access to all of the navigation, diagnostics, and weather pages one screen
▸ Product Development Roadmap
▸ Wireframes
PROBLEM: SAILBOAT CAPTAINS ARE UNDERHANDED ON MOST SAILING TRIPS, BUT EXISTING AUTOPILOT SOLUTIONS HAVE SIGNIFICANT DRAWBACKS
INTERVIEW PROCESS
▸ Autopilot is needed most when guests are on the boat (incorrect, used in all situations)
▸ Because existing solutions have significant drawbacks (confirmed), customers would buy a better-made version
▸ Describe the last time you took guests out on your boat.
▸ Describe a time when you couldn’t leave the helm when you wanted to. How often does this happen?
▸ Are you aware of existing solutions? Please describe your experience.
▸ What are your frustrations and concerns with the type of autopilot you use?
ASSUMPTIONS QUESTIONS ASKED
1. Who has the need for autopilots? Who is the target customer? Are they underhanded?
2. Understand the advantages and pain points of existing solutions.
3. Identify if customers seek / desire an improved design.
GOALS
CUSTOMER PERSONA: CAPTAIN JACK
▸ 50 years old, male
▸ Lives in San Diego, CA
▸ High income ($200k - $300k / year)
▸ Entertains friends on his 40-ft sailboat, and is usually underhanded
▸ Dreams of sailing to Hawaii with wife
▸ Loves when he is able to set a heading (direction) and step away from the helm (wheel)
▸ Owns a wind vane, but doesn’t like that the design intrudes on guests’ sitting / walking area on his boat
▸ Had an electric auto-helm at one point, but it wasn’t good for rough seas when he needed it most
LOW DURABILITY
HIGH DURABILITY
CALM WATERS ROUGH WATERS
FAIRBANKS MARINE
RAYMARINE ELECTRONIC AUTOPILOT
WIND VANE
COMPETITIVE LANDSCAPE
HEADWINDS
EAGER SELLERS AND STONY BUYERS
▸ Autopilot concept is not new
▸ Success for Fairbanks Marine depends on convincing customers to replace their existing autopilot system with our improved design
- Harvard Business Review
VIDEO - SPECIFICALLY, CROWDFUNDING CAMPAIGN
MINIMUM VIABLE EXPERIMENT
‣ Customer research and interviews indicate demand for an autopilot that improves on the shortcomings of existing solutions.
‣ Sounds promising - but are they willing to pay for the solution?
‣ Crowdfunding campaign = gauge actual willingness to pay.
‣ Video = communicate the value proposition without a prototype
‣ Viable because target customer likely already owns a simpler version - easy to conceptualize our improvements
EPIC, USER STORY, ACCEPTANCE CRITERIA
‣ My EPIC: User should be able to have a comprehensive view of their route and critical information in one screen, with the ability to chart a course a course.
‣ User story: As a sailor on my vessel, I want to be able to quickly see my boat’s relative position, the course I am taking, and my destination in one screen so that I can decide whether to change direction or stay the course.
‣ Acceptance Criteria: Given I’m a sailor on a moving boat, when I open the app I want want the map to appear immediately and then three important pieces of data are graphically represented along with numerical interpretations (angle off of destination, suggested eta, eta if course is aligned with destination).
‣ User story: As a sailor on my vessel, I want to be able to enter a destination so that I can track my progress against it at any time.
‣ Acceptance Criteria: Given I’m a sailor on a moving boat, when I open the map section of the app then I should be greeted with a “where are you going?” Box that accepts types of information such as major geographic landmarks, latitude/longitude coordinates, or compass heading.
PRODUCT DEVELOPMENT ROADMAP
Q1 Q2 Q3 Q4Prototype & Scalability
R&D
Performance Testing
System Software
iOS App
SOURCE PARTS
DESIGN IN-HOUSE ANEMOMETER
PROTOTYPE ASSEMBLY (OFF SHELF ANEMOMETER)
PREDICTIVE ALGORITHM DEVELOPMENT
HIGH-FIDELITY WIREFRAME
DURABILITY TESTING
MERGE WITH PROTOTYPE
RIDE IMPROVEMENT
TESTING
INSTALLATION SIMPLIFICATION
USABILITY TESTING
APP DEVELOPMENT, SYNC WITH ONBOARD COMPUTER
Har
dwar
eSo
ftwar
e
SYNCHRONIZATION OF SYSTEM
HOME SCREEN WIREFRAME
�09:52 AM � �
�
�HOME
�
�
� Switch to manual
COMPASS
Map
Weather
Instruments
App Settings
SKETCH MEDIUM FIDELITY
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