Introducing
the NOBELT
Brought to you by
What is Nofus?
Mission Statement Market Research User Interviews
Mission Statement
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We are Nofus, a startup that specializes in the creation of new and innovative assistive accessories. As a company we are working hard to bring back the dignity and comfort our elderly community deserves. We believe that designing for geriatric audiences should be executed with the utmost care, respect, and grace. And we start this mission with our first product, the Nobelt.
What is Nofus adressing?
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What is wrong with the Geriatric Product Market?
From day one, Nofus has sought to bring better innovative products to our elderly population, we feel that this market has constant need for safer and more comfortable solutions. So upon our research, we did a deep dive into assistive devices focusing on addressing dexterity. What we found was oversaturated market full of large, plastic, and even tacky products. These large products would fill up cabinets and clutter homes if someone invested in several of these single solution products.
The second market that we looked into was the wearables and accesories market. Many current solutions are either not fashionably appealing or are too difficult to use for a geriatric population. Between these two, there is a gap for fashionable assistive wearable devices.
Hear the Stories that Inspired our Mission
Meet Dave
Jan loves engaging in her care home's planned activities outside of the facility. However she expressed her struggles with communication since her jaw surgery, she also says that her arthritis can sometimes limit what activities she can partake in.
Before retiring, Dave practiced many years as a lawyer. So by habbit and preference, he always wanted to dressing nice and wear his casual proffesional clothing. However, Dave suffers from severe Parkinson's resulting in jerking wrists and forearms. He mentioned this particularly makes it very difficult to go the bathroom in a timely manner, and has since had to sacrifice his usual pants and belts.
Meet Jan
Meet Ceel
Ceel enjoys being an active member in her care facility. She is along time planner, organizer and engager in group activities. When at home, she helps take care of her spouse, and spends time adjusting his clothing to make it easier to wear for his arthritus.
At Nofus, we know that the best products are created when you sit around a table with your users and learn their stories, daily experiences and needs. We were able to host enlightening focus groups and activities that helped us find our specific user group.
*All personal information disclosed is permitted for limited sharing for only project purposes. *
Interviews with Professionals in the Medical Design Field
Goinvo Boston
Eleven LLC
Eleven LLC in Boston is has a long history of providing domestic product designs for their clients. They provided feedback on our designs, as well as shared their insight as to what makes a successful product make it into the homes of their users.
Goinvo is a Boston based firm that specializes in Medical UI/UX services. They have a deep understanding of working within the medical sector and catering to the needs of patients and medical professionals alike. They provided invaluable advice on how to address designing in an oversaturated market for a geriatric audience.
Moneta Health
Moneta Health focuses on researching and conducting Telehealth care for Neuro development and Memory care. We were able to gain helpful insights on direction for how to design for those who may suffer from Dementia and Parkinson's.
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Beyond just engaging with our users, at Nofus, we seek to enrich our process by gathering feedback from other professionals. We sought out companies that worked within medical design and within memory care specialization with elderly patients. With new information from our users, we set to out to interview and consult with our variety of professional interviewees.
Discovering the User Creating the Solution
Design Research and Development User Testing
After processing our user and professional interviews, we decided to move forward with developing our first product concept, the Nobelt. Nofus would look to design a fashionable assistive device that specifically aided in the act of taking off pants quicker to go to the restroom. We would specifically target a solution for individuals who suffered from mild to severe arthritis or mild Parkinson's and who had weaker but not uncontrolable bladders.
Concept 1
Concept 1 explores the use of a wearable multitool that can either shrink or expand depending on the wearers need. We explored designs that clipped onto the belt loop for easy access. The designs would house components like a button loop or grab clips that made it easier for the wearer to execute the entire process of taking off pants.
SKETCHES
MODELS
Concept 2
Concept 2 explores a device that focused on folding the material of the pant. Instead of a multitool, we began looking further into what we could do to make undoing the pants quicker and more effective. It was at this stage that we explored fast, mechanical releases.
Concept 3
Concept three was far from the final design, but we continued testing to find better cinching and releasing mechanisms. At this stage we were exploring several different complex button mechanisms as well as folding the fabric. In this phase we were due to return to our focus groups so we brought this concept back and did testing with our users.
User Testing Phase 1
Once returning to our focus groups and presenting our solution to their needs, we were happy to see they were excited about the product, and they listed their feedback for the product:
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Was concerned the product staying on the top of the pants
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Wanted to know if there was a way the cinching could be adjustable, instead of just one fold size
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Felt positively about not having to use the buttons on the pants at all.
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Wanted to know if it would come in other CMFs
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With this information, we delved into our next concept that could reinforce their feedback and deliver these requests.
The Nobelt
Final Product Product Testing Nofus Buisness Model
The Nobelt explores an easy quick release system that allows the wearer to take off their pants quicker and with less pain points. Our research shows that one of the leading causes of elders' transition to assisted living is incontinence. Imagine if you had a quick solution that could save you those vital seconds before the accident that distresses all elders and caregivers. Sometimes, seconds is all it takes to make the biggest differences.
The Nobelt is cast molded carbon steel with inset magnets, and has a small singular leather strap across the front. The front clip magnetically attaches to the front plate and stays in place via the ridges along the side only allowing for intentional forward motion.
The Nobelt includes a magnetic zipper ring that helps the user grab their pant zipper. the product attaches by being inserted through the button hole and then magnetically clicking together.
The Nobelt VS The Belt
The Nobelt
Putting On
Taking Off
The Belt
Projected Starting Costs and COGS
COGS for Manufacturing
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Tooling (Steel Mold)
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Labor, Engineering Consulting
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Operating Expenses
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Material Per Unit
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COGS
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Shipping Cost per Unit
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Total COGS per Unit
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(Cost per Unit + 50%)
Carbon Steel ( $0.21)
Polyurethane Leather ( $0.12)
Plating ($0.02)
Magnets ($0.17)
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$8,800- $10,000
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$0.75
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$1.00
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$0.52
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$2.27
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$0.10
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$2.37
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Tooling not included
Marketing
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Promotion Products "Gifts"
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Online Marketing and Store
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Travel Expenses
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Facebook (4 Months)
Local Store Presence
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Total Marketing Costs
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(Website/ Amazon)
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$1,108
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$1,000
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$880
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$2,400
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$1,108
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Starting Cost
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First Inventory Buy
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Marketing
Tooling
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Estimated Total Costs
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(10,000 units)
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$23,700
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$6,496
$10,000
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$40,196​
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Wholesale Price: $27.00 per Unit
D2C Price: $45.00 per Unit
Five Year Growth Plan Post Launch
2024
2026
2025
2028
2027
Break Even Point
Tooling Cost $10,000 to $15,000
Product 2 R&D and Tooling Development
Tooling Cost $10,000 to $15,000
Product 3 R&D and Tooling Development
R&D
STAFF
2 People
Consulting
3 People
Hire full-time Engineer
4-5 People
Hire Sales Team
7-10 People
Grow R&D, Marketing, and Sales Team
SALES
Product 1
(90% Wholesale
10% D2C)
2,725 Units
$78,480
10,900 Units
$313,920
16,350 Units
$470,880
22,072 Units
$635,673
Product 2
Focus on a cheaper product to reach more customers
10,100 Units
$211,300
40,000 Units
$840,000
Marketing Channels and Predicted Market Growth
Year 1-2
Year 3 and Beyond
Major Retail
Local Retail
Partnerships
TV
Gifting
Targeting mid-aged audiences
Boscov's, Brooks Brothers, Amazon
Assistive homes and physical therapists
Clothing stores, small boutiques
$4B
$21.6 B
$519.2 B
Belts
Assistive Devices
Clothing Accessories
Predicted growth rate 3.6% from 2020 to 2027
Predicted growth rate 6.4% from 2020 to 2027
Predicted growth rate 6.9% from 2020 to 2028
To senior homes, social events, community centers to receive feedback for R&D
Video advertisements premiered on TV channels
Individuals who wear belts, struggle with dexterity, and require assistive devices would be interested in the Nobelt.
Next Steps
Next steps for the progression of the Nobelt would include continued user testing with a group of specific users, as well as research to further understand who our buyers are.