1. ReFrame Design Review 2 | May 11, 2006
William Croisettier, Sarah Stein Greenberg, Gustavo Romero, Jin Tsubota

2. Big Idea | Build a Better Pump Frame
“This is an important design challenge we have. Frames are crucial to every single user!” – Jim Taylor, IDE|m
BAMBOO
When there’s a problem with the frame it lowers the water yield by about 130 gallons an hour, a 15% efficiency loss
Adds to wear and tear on the pump (hold up rubber washer)
WOODEN
IDE FRAME (METAL)

3. Early Design Directions
Mobility
Height

4. Current User Complaints | Workarounds
Too expensive
Not adjustable
Treadles too short
Handle too far forward
Counterweights
Height of pump
Unstable
Over 54% of metal frame customers complained about the treadle length in the early customer care survey, but only ~4% of wooden frame users

5. The Customer
“Stavros”

6. Customer Choice
Buy wooden frame… $8 – 15 OR
Buy metal frame… $15 OR
Make my own frame…
On TOP of the cost of the pump
Remind audience that for someone who makes less than a dollar a day, a difference of $5 or $7 is significant, especially when you consider the 10-15% MONTHLY interest rates on borrowing money in Myanmar
The majority of pump users do NOT buy IDE’s metal frame
50% wooden | 30% IDE’s metal frame | 20% bamboo or other

7. the “MyanMyFrame” Introducing Value Proposition
Core Principle | improved frame at an equal or better price than current options that allows the customer to choose the right mix of cost and convenience
More stable than any existing option
More customizable than any existing option
Efficiency upgrade for people who are making their own frames
Cheaper alternative to carpenter-made wood frames & IDE’s metal frames

8. Design Concern | The DIY-OTS Continuum
“Just Joints”
Hybrid Materials
Welded or Pre-Assembled Wood
Do it Yourself (DIY)
Off-the-Shelf (OTS)
Some Assembly Required
Customer’s skills
Customer’s access to tools
Customer’s access to materials
Price sensitivity
Perception of durability
Still considering whether to go with ONE product or several
Issues

9. Welded or Pre-Assembled Wood Some Assembly Required
Prototypes
“Just Joints”
Hybrid Materials
Welded or Pre-Assembled Wood
Do it Yourself (DIY)
Off-the-Shelf (OTS)
Some Assembly Required
< $8
$8 - $15
$15
Same design but varying levels of assembly.
Introduce Will to show prototype

10. Central Design Problem
Prototypes
Same design but varying levels of assembly.
Introduce Jin to show prototype
Central Design Problem
How to connect bamboo or wood pieces with the steel frame components?

11. Organizational Plan
No separate organizational structure
Be a “pilot project” for establishing the Extreme Affordability class as a feeder for new IDE products
Obtain seed capital for additional R&D costs from philanthropic sources
Sarah goes to Myanmar this summer to support this process
Add the MyanMyFrame to IDE’s product line by October 2006

12. Financial & Organizational Considerations
We are obtaining detailed cost information on materials (steel, wood, bamboo, rope…etc.)
50% of cost of current pump is from steel angle irons and square tubes – what can we eliminate while retaining or enhancing structural stability?
The MyanMyFrame will (hopefully) replace local carpenters’ frames: will there be an effect on vendor/dealer relationships?
Materials are not uniformly available throughout the country – should IDE sell the wood/bamboo inserts?
IDE workers are welders, not carpenters…if the MyanMyFrame requires wooden parts, not metal, will it be difficult to start this new product line?
Introduce Gustavo here?

13. Next Steps | Timeline Prototype Iterations Final Prototype
Freeze Design
Week 10
Week 7
Week 8
Week 9
Prototype Iterations
Final Prototype
Business Plan
Final Presentation 2 3
Design Review

14. Questions | Feedback