©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

©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

Everyone Else

©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 - AlternativesTo 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

©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

PrototypeTesting – 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

CAD models

Sketch models

©Mark Sanders 2009

Wooden Models FEA

CNC

©Mark Sanders 2009

But not as accurate or FUN as real testing

©Mark Sanders 2009

©Mark Sanders 2009

All parts between wheels and handleRoll – never carry

©Mark Sanders 2009

Simple mechanism

Complexgeometry

©Mark Sanders 2009

More testing

©Mark Sanders 2009

George LinPacific-Cycles

Master Bicycle Engineers

©Mark Sanders 2009

IF Reach - prototype

©Mark Sanders 2009

IF Reach - Production

©Mark Sanders 2009

IF Cross - Production

©Mark Sanders 2009

IF Mode - Production

©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 2009

Mark Sanders

www.mas-design.com