Idea Napkin No. 2

1.     Me: My name is Briana and I am in the Innovation Academy here at UF and will be a senior with the completion of this summer semester. I am studying Information Systems and Operations Management and will also be receiving a minor in Innovation when I graduate. I am a very creative person who has a knack for thinking outside the box. I have also been told that I am a very good writer. I have experience in data analytics and decision analysis as well as some basic programming knowledge. I am certified in both Microsoft Access and Microsoft Excel. Despite how hard it is to break into the business, I want to eventually work in the sports industry doing data and player analytics. I could see myself trying to start this business concept. I’ve heard from several people that would buy the product and they definitely agree that there is a need for it, especially here in Florida because it rains so much. However, I do think over time it would definitely become more of a side project. My true passion is in sports and statistics.

2.     The What: The products that I am offering is a line of new and improved rain gear by a new rain gear company called RainSaver:

The Packbrella is an umbrella for your backpack. It would attach at the top of the arm loops in the backpack and would come down over the backpack almost like a turtle shell or one of those baby stroller shades. Just hook it on before you leave if you think there is a chance it might rain, and when you’re ready to use it simply press the button on the side and voila! Your stuff will now stay dry. Would be available in regular as well as large for use with hiking packs.

The RainSaver Raincoat is an improvement on the traditional raincoat out there that keeps your face from getting wet with the addition of flexible, detachable visor at the top of the hood. Made with a waterproof outer shell and Quick-Dry material on the inside to help keep you dry and reduce overall drying time. It would also be available in a winter option that would come with an added layer of insulation for those cold rainy days.

The PackSaver Raincoat is a raincoat for you and your backpack. It would be just like the RainSaver Raincoat described above, but would have added room in the back so that you could wear it over your backpack. The added backpack area when not in use folds in like the sides of a folded paper bag and then can be Velcro-ed to stay shut so that it can still be used as a normal raincoat. Also available as insulated.

3.     The Who: The target market is anyone who does not enjoy themselves or their stuff getting wet when it rains. I think it would be best to focus on marketing to areas of the country that receive large amounts of rainfall, such as the Pacific Northwest, the Eastern Coastline, and the Southeast. From there, I think the 3 main sub-markets to target would be: college students who walk to class; people living in condensed areas such as New York City as many of them often walk at least part of the way to work; and finally travelers/hikers due to their need to carry a lot of stuff while susceptible to weather conditions.

4.     The Why: Many of the products that are currently out there fail to keep us completely dry. Use an umbrella and you still get wet. Use a rain coat and not only can you not see with the rain pounding in your face, but you still get wet. And what’s worse is that there are virtually no products on the market designed to keep your stuff dry.

So let’s take a look at a scenario: Let’s say you’re walking to work (because you obviously care about the environment and want to cut down on carbon emissions), and out of nowhere it starts pouring (like it often does in Florida), and all you have is an ordinary raincoat. You have to then make the split second decision to either heroically give up your raincoat to save your laptop (which has on it the only copy of your plan to rule the world), OR you can choose to keep yourself somewhat-not really dry while wearing the raincoat like it was meant to be worn. So what do you do?!

Well, that’s where RainSaver come in. With RainSaver rain gear, you no longer have to choose between keeping yourself dry or keeping your stuff dry. So not only is your stuff now staying dry, but you will as well. And RainSaver products are guaranteed to keep you dryer than ordinary rain gear with their new innovative design.

5.     Core Competencies: The first thing that sets me apart is the fact that a backpack umbrella does not currently exist on the market. The second thing is design and innovation. The improved design and added features to keep your face and your stuff from getting wet set the RainSaver raincoat line apart from those that are already out there on the market.

6.     Evaluation: I think that with all of these elements, along with constant innovation and improvement, could actually be successful. You have your Northfaces and Columbia’s that produce top notch outdoor gear, but not a single one of them has thought of these design changes or ideas. None of them think to ever change the actual design of what has become standard. Instead they focus on innovations in material and quality. That’s what makes these products actually stand out. And by producing them efficiently and using innovations in production can help to cut costs while still making products of top notch quality to compete with the outdoor retailers already out there.

7.     Feedback Memo: One thing that I added was a target market of the Pacific Northwest. As someone had pointed out to me, they get a lot of rain there as well and my products would likely do very well in the area. Someone had also given me the idea of trying to incorporate quick drying material (similar to that of sports jerseys) into my products so included that as well.