Design Review II PRYMD STRIKES BACK

Jessica FlanneryWhit FowlerJeff MillerMano Iyer

We Are PRYMD!• BIG Idea (POV)• Product (Prototypes)• Who is the Customer?• Bottom-up Discovery-Driven Plan

(Value/Family, Price Point)• Identify Key Assumptions

Mom, Is that YOU?• Our Customer

– Daw Kin Shwe – 62 years old• Owns five acres of land that is all used to

grow food (rice and basic vegetables) for the five families that share their one house

• Annual income is $500, all spent on food• She would love to send the kids to school, but

they are in debt and can barely afford to eat– Has access to land but not an efficient

means to distribute water across it

What are her Needs?• More money to provide food/education

for her family• HOW?

– Selling more (higher value) crops grown on her land

• How? Distribute water more efficiently to crops

– How? Water Can 2.0 or Drip Irrigation

Building Empathy, the Hard Way!

So what’s the BIG Idea?• Our Point Of View

To increase Daw Kin Shwe’s families’ profits by facilitating more effective delivery of water to crops

Water Distribution Prototypes

Bottoms Up!• Value to Daw Kin Shwe

– Financial Incentives • 50-100% more crops per season

– Potential of $50-$150 per annum

• 50% reduction in watering time– Potential of earning an additional $150 per annum

in performing other activities» i.e. driving an ox cart, picking tamarind leaves

(PUT PICTURE IN OF OX CART)

You know what happens when you ASSUME!• Key Assumptions

– More effective distribution of water is actually a limiting factor in how much money they can make

– Normative cultural challenges of introducing new style distribution system can be overcome

– Complexities in selling a system in which results come over time (e.g. growing crops versus immediate pumping of water with treadle pump)

– Cost of system considering risk-adverse nature of customers

Enough talking, where’s the beef?• Our Prototypes

– Water Can 2.0– Storage Bladder for Drip