Safety and visibility Required by law in all 50 states Bicycle lights are an easy target for thieves Expensive but small accessory Often screwed or finger-tightened Annoying to detach and carry around But carrying a bunch of different pieces of equipment can be inconvenient 2
13 unique parts plus… 14 key lock parts Front Mount 4 unique parts Rear Light The U-Light/Lock 6 unique parts Rear Mount 6 unique parts plus… 5 shared with front light 5 Front Mount Front Light Rear Mount Rear Light
that bounds the bicycle frame to a secure object Houses the rear light Material index: wear rate and hardness Screen to: withstand vibration, and be glossy Rank Using Objective: carbon steels and alloys Weighted Property Index Chart Final Selection: 304 Stainless Steel 8
( Price Range: $80-$120) Competitors in Light: CatEye, Lezyne, NiteRider and Topeak( Price Range: $40 - $100) Our Target Price Point : $100 ( Less than sum of current prices of a popular light and lock in the market) Production Number Estimation: 17.4 million Bikes sold in 2015 35% of Bike Stores revenue is from accessories 17% of Revenue is estimated to be for bike lights and locks 1% Market Penetration as a conservative estimate (Kryptonite’s is 6-7%) Sold only in specialty bike stores which is 13% of all stores Estimate of number of products to be produced 3770 9
,CE and COH was more representative than OME Greatest costs incurred were human: consider outsourcing abroad Considered fewer machines and hiring more service technicians Quality materials were needed to fulfill the objectives 10 Category Cost ($ USD) Total Mfg Unit Cost (C ) 51.57 Material (CM ) 5.34 Labor (CL ) 14.07 Tooling (CT ) 2.24 Equipment (CE ) 1.77 Factory Overhead (COH ) 28.17 OME (1:3:9) 48.65
light mounted horizontally Mounting relied on using the key lock Handlebars obstruct access to the key hole Electrical components of front light could not be assembled symmetrically Rev B: vertical mounting Ability to attach and latch without locking Detachment button easily visible 11
Rev A: Rear mount attached via fixed hole slid onto the seat post Tight tolerance Single seat post size Complicated electronics housing design Rev B & C: Apply the same stock material from the front light Thin bracket clamped with SHCS Improves on the complexity, cost, market, and user experience 12
processing DFA Low to medium complexity but combines functions and is compact Materials Stainless steel (and other metals) for strong external components Internal components are ABS Cost Largest costs incurred are overhead and labor OME supports this Design Iterations Primary: Make the design more user-centered Secondary: Reduce complexity 13