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 � �

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�HOME

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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 � �

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COMPASS

Map

Weather

Instruments

App Settings

SKETCH MEDIUM FIDELITY