Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Santa Cruz Audio Series One / Directions.

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Presentation transcript:

Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Santa Cruz Audio Series One / Directions

Design Goals (functional) Easy to insert / remove Ergonomic Fit Comfortable / Stable Tactile Intuitive Small form factor Rugged Design Goals (emotional) High Perceived Value Iconic Design Precision Look & Feel Superior Fit & Finish Authentic materials Conversation Piece Product as an Object of Art Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential

Santa Cruz Audio / Product One jaywilsondesign March 2013 Competitive field: etymotic Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential

Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Ultimate ears Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential

Sleek Audio Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential

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eForCity Blue earbuds… Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential

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iconic authentic Mass Market masculine COOL high quality generic sophisticated functional Hi-End CMF product as art DESIGN-FOCUSED technology leader Limited Production Affordable High End OEM Brands crafted precision traditional street big box stores hi-tech plastic boutique New product category fashion Mass market Luxury Visual Brand Language is branding terminology for a unique set of design elements - such as shape, color, materials, finish and form which directly and subliminally communicate a company's values and personality. Visual Brand Language customizable LifeStyle Limited production performance

IconicPrecisionAuthentic Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential

Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Authentic Headsets Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential

Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Elegance with precision fasteners Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential

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Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential

Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential

Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential

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Competitive Taglines Etymotic: Hi-fidelity custom fit “True to the Ear” Westone: “The top choice of professional musicians” AudioFly: “Never miss a Beat” Klipsch X71 in-ear headphones: “Legendary Sound” Ultimate Ears: “In-ear monitors designed specifically for Vocalists” Sleek Audio: Custom fit for musicians. “ Music in Tune with You” (US)

What gets you up in the morning? What will they say about you 25 years from now? 1. Who are you? The reason the company exists beyond making money The one thing that will never change about the business. 2. What do you do? What is your vision? Will you be making products that matter? 3. Why does it matter? Three questions about Brand Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential

ProductsPackagingCommunications Customer Service ALIGNMENT Platforms Quality GUI / Look & Feel Visual Brand Language Graphics Look & Feel Messaging Website Literature Logo Blogs Trust Integrity Contact Experience What Creates a Customer Brand Experience? Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential

Core Values /Attributes Why does SCA matter? We design and manufacture premium, high quality, limited production audio devices for market segments whose needs are not currently being met CNC machined parts, designed and assembled in Santa Cruz, CA by seasoned experts in the audio field. Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential

Santa Cruz Audio AKG 3003 $1300 Santa Cruz Audio / Product One jaywilsondesign March 2013 CNC top mic housing. Front mic port drilled Mic screen at tip Mic inserted from bottom Cable connection / tie area. May be part of bottom housing Bottom housing w/speaker Positioning ring for ear tab Speaker port and screen Elastomer ear tab (3 sizes) Earbud (purchased)

Santa Cruz Audio AKG 3003 $1300 Santa Cruz Audio / Product One jaywilsondesign March 2013 Offset slider arm to allow for center positioning Screw fastener assembly Assume 3 major parts (top cap, center piece, bottom cap) Removable clothing clip Turn a liability into a cool part: ¼-turn AAA battery cartridge On/off push button 3.5 mm connector Recessed slider control

Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio

Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential

Mirror Black Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio A Future Classic...