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2. 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

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51. 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)

52. 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

53. 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

54. 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

55. 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)

56. 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

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