20.03.

2014

Authors | Andreas Hgaas, Torgeir Grns, Albara Mustafa, Er
Bharat, K.C. Devendra, Irina Pirozhinskaia and Andreas Jakobsen
GROUP 4
PROJECT IN INNOVATION AND ECONOMICS

Table of Contents
1.0 Pre-idea: Problem Formulation ................................................................................................... 2
2.0 Design Thinking ........................................................................................................................... 3
3.0 The Main Idea (different solutions) ............................................................................................. 5
3.1 The Powder Machine............................................................................................................... 5
3.1.1 Pros and Cons ......................................................................................................................... 5
3.2 The Shoe With Built-In Ice-Grip ............................................................................................... 6
3.2.1 Pros and cons: ........................................................................................................................ 6
3.3 The Magnetic Sole ................................................................................................................... 7
3.3.1 Pros and cons: ........................................................................................................................ 7
4.0 Comparison of the Ideas ............................................................................................................. 8
5.0 Value-Proposition ........................................................................................................................ 9
6.0 Development of the Idea ........................................................................................................... 10
6.1 Idea Number One ........................................................................................................................ 10
6.2 Idea Number Two ........................................................................................................................ 12
7.0 General Information about the Idea ......................................................................................... 13
7.1 What kind of problems does it solve or improve? ................................................................ 13
7.2 Who are the Customers\ Users? ........................................................................................... 13
7.3 What are the Alternatives for the Customers\ Users? .......................................................... 14
7.4 Competitive Advantages and Selling Points .......................................................................... 14
7.5 Value for the Customer. How much are they willing to pay? ............................................... 14
7.6 Will it be Possible to Make Profit from Producing this Product? ................................................ 14
7.7 The Plan Ahead ............................................................................................................................ 15








1.0 Pre-idea: Problem Formulation

The process to get to our current problem was with the brainstorming technique with our group.
After some start-up problems we started to understand how to do this and we came up with a lot of
ideas, and then, after a lot of discussing and researching online we finally decided what problem to
continue working with. The other ideas were already on the market or too big for this project.

The general idea for the problem was How do we keep safe, inside and outside when wearing Ice-
Grips?
This again lead to different, but related problems like; The hassle of taking the Ice-Grips on and off
every time the user enters or leaves a building, the wear and tear on the Ice-Grip itself, the stress the
body goes through every time you have to bend down to take them on and off, its time consuming
and the users might hurt their fingers in the process.
So we set out to find a product that would deal with these problems in an efficient and original way.














Illustration 1.1, Here we see the different ideas and problem areas we thought of during our brainstorming session.

Product
Problem
Regenerative
skin patch
Spike
cover/magnets
Bicycle
charger. For
phones
Bicycle
umbrella
Language app,
norwegian
dialect
Shopping
calculator
Transportation.
Import/export,
empty
containers
Dead mans
button. Security
device for
fishermen
2.0 Design Thinking

The design thinking process made us believe that with the Ice-Grip soles we are able to make a
difference and make a product that does not yet exists. We think that this product will help a lot of
people.

Through the process we have learned that the process itself is the key to be able to deliver a finished
product that the customer/ user will take advantage of. We have, through design thinking, developed
several ideas for the same product by discussing different aspects of the problem. We believe this to
be the core of this subject; to understanding the concept of innovating new items through design
thinking.

The following is a description of our main problem/ idea.
Ice-Grips represent good and efficient apparel that can be attached to the shoes to minimize the risk
caused by falling down due to icy, slippery walking areas. Many people, specifically in Norway, have
suffered different types of injuries caused by falling down like broken legs and arms, cuts, wounds
and bruises.
Statistics show that a large number of those injured people did not have their Ice Grips on when the
slippery accident occurred.

By tracing back the reasons why people do not use the Ice-Grips when needed, it became clear that
the process of taking them on and then reversing the process by taking them off is irritating and
sometimes exhausting. Especially for elderly people who already suffer in most cases from
Osteoporosis.

But why should Ice-Grip-users take them off in the first place? Why not keeping them attached to the
shoes when it is icy weather?
The reason is that Ice-Grip-pins are made of metal. Metal pins are very useful in gripping the icy
ground and it helps the walker to have control and keep him/her-self in balance while moving.

Metal pins on spikes were designed to walk on ice. But when considering that the walker has reached
his/her destination, metal pins or in other words the spikes have no longer any use. In fact many
institutions and other public facilities - such as universities, market places and hospitals- require Ice-
Grip-removal from the walker`s shoes.



Such requirement has been placed because firstly there is no longer ice to walk on, secondly the pins
could scratch and damage the floors surface of the facility or the institution, not to mention the
sound caused by walking on such solid surfaces using the Ice-Grips, which can be noisy to others. And
lastly, walking on such surfaces with the Ice-Grips on could cause slippage to the user, which is the
main problem the Ice-Grips were invented to avoid.

The process of taking the Ice-Grip on and off can result in the following consequences:

1. The Ice-Grip will start to wear and tear and at a specific point it will rupture and so the user
will have to buy a new one.
2. The Struggle of taking the Ice-Grip on and off would be affiliated with or followed by:

Time consuming.
The difficulty of taking them off
Back pain.
A feeling of irritation.
Pain in hands and fingers.
















3.0 The Main Idea (different solutions)

3.1 The Powder Machine

This idea will solve the problem of stress on the floors inside large buildings and rentals (like
cabins). The machine will use some kind of powder that will stick to the Ice-Grips when the
user walks through it. It will probably have a magnetizing feature that will dissipate after a
while and hence be gone when leaving the building.
It will work like this: When the user enters the building they will see a sign that says No Ice-
Grips allowed inside. The owner of the building will have the machine present at the
entrance which will allow for easy access to the user. The user will just step into a
container, press a button and the powder will stick to the spikes, protecting the floor and
the user from slipping due to lack of friction.
Illustration 3.1.1; Here we see an illustration of how this machine could look like.

3.1.1 Pros and Cons
The pros of this idea are that it is easy to use for the customer; it is time saving, it will not
hurt your body in any way and the Ice-Grip will not be worn down as fast. For the owner it
will result in less damage to the floors and less expenses in maintenance of the floors.
The cons of this idea are that the owner will never be certain that the customers actually use
the machine and therefor might not prevent what they are aiming for (good guys/ bad guys).
For the producers it will be an expensive solution and there will be a lot of development
before something like this can be feasible. It will also target large companies or government
facilities which are in need of something like this. This will make the customer base a lot
smaller, which will increase the cost of the product.
3.2 The Shoe With Built-In Ice-Grip
This idea will solve the problem of being safe inside and out by producing a shoe that has Ice-
Grip built in to the shoe. The shoe itself will use air pressure to extend the Ice-Grip and some
kind of release mechanism to let the air out when entering a building. The shoe will consist of
an ampule filled with compressed gas, air vents that lead to the Ice-Grip, and a release
mechanism that can let the air out when needed.
It will work like this: When you want the Ice-Grip to come out you push some kind of button
that releases a fixed amount of air into the shoe which force the Ice-Grip to come out. The
ampule is then closed, keeping the air pressure inside the shoe. When the user want to
subtract the Ice-Grip into the shoe, he or she pushes another point on the shoe which
releases the air and the Ice-Grip is, due to lack of air pressure, pushed inside the shoe with
the help of small springs.










Illustration 3.2.1; This is an illustration of how the shoe with the built in Ice-Grip could look like.

3.2.1 Pros and cons:
The pros of this solution is easy use of the Ice-Grip, you will not need to bend over to be able
to get the Ice-Grip in and out. It will be operated with your feet. The user will not wear down
the grip unnecessarily, the user will save time, the users will not hurt their fingers taking the
grip on and off and the use of this system will be easy to do for the users.
The cons of this solution will be implementing this into a shoe which has to be sold to the
users. It will be expensive and the design might arise some difficulty. The development of this
kind of solution will take some time and will have to be produced in large quantities to be
available for the users. For the users the cons will be that it is expensive and that the ampule
of compressed gas will have to be changed after some time.

3.3 The Magnetic Sole

The general idea of the ice-grip cover is that it should be a kind of rubber that you can step
on and it will stick to your shoe. The way to make this sole stick to your shoe is mainly
thought to be with magnets in the sole that will stick to the metal spikes in the ice grips. This
will prevent the metal spikes to touch the floor and cause any damage to it.
This kind of sole should be easy to attach and easy to remove, so that it wont be time
consuming, hurtful or just irritating for the users to use them. User-friendliness is of utter
importance to make this product succeed in the market.
The general idea will roughly look like this; a thin rubber layer that you step on and it will
stick to your shoe due to the magnets in the sole (Not showed in this illustration).









Illustration 3.3.1. This is an illustration of the general sole-idea, what it might look like.

3.3.1 Pros and cons:
The positive thing related to such a product will be:
Time saved
No need to remove and attach the ice grips from your shoe, which leads to reduced
wear and tear on your current ice grips
Less stressful to attach and remove (opposed to the removal and attachment of ice grips)
Cheap cost due to low material costs
Can be sold with the ice grips, as one product.
There are some drawbacks with such kind of products:
You need to bring with you the soles at the times you use the Ice-Grips.
The sole will not be free, it will have a price.
How will the market respond to the product?

Rubber sole
4.0 Comparison of the Ideas

In order to choose the best solution it is good to evaluate several different ideas and compare them
in a table. The criteria's in this case is cost, technical challenges, attach and removal time, fit all size
shoes, pros and cons.
The product needs to be low cost and easy to use.
Shoes with
retractable spikes
Magnetic powder
machine
Protective soles
Cost Average expensive Expensive Cheap
Technical challenges Advanced Advanced Simple
Attach/removal time Medium Medium Medium
Should fit all size shoes Yes Yes Yes
Pros Easy to use. Protects
floor and spikes will
not be worn out.
Easy to use. Protects
floor and the spikes
will not be worn out.
Cheap and simple. Use
one existing shoes and
spikes.
Cons Need to by new
shoes.
Advanced. Gas
ampoule needs to be
changes after a while.

Expensive and
advanced. Magnetic
powder will dissipate
and leaves residue on
the floor.
User has to carry
them.

After reviewing the comparison table it is clear that the soles that attach to the spikes will be the
best solution. When using the sole it will be a lot easier to get them on and off in comparison to
taking the Ice-Grip on and off. The user will not wear down the grip unnecessarily. The user will save
time and they will not hurt their fingers taking the grip on and off. It will also reduce stress to the
body and stress on the inside floors. The use of this system should be easy to implement for the
users.










5.0 Value-Proposition

For whom does this idea solve a problem or create a demand?

This idea will solve the above mentioned problems for people that use Ice-Grips during winter-time,
or when slippery in other seasons as well as wear and tear on floors inside buildings such as
shopping-malls, hospitals, universities and houses and cabins that are being rented out to tourists.
It will be a safety when entering large buildings where there might be tiles on the floor, or a hard
surface in which the Ice-Grip will have little or no friction. It will ease the routine of having to bend
down and struggle to remove the Ice-Grip. No wear and tear on the Ice-Grip, no fingers being
tormented by accidental pain, reduction in time consume and a more dynamic way of securing the
user.
This idea might create a demand within other users that has been reluctant to use Ice-Grips because
of the existing problems.
It could also create a demand in other fields, such as truck-drivers putting on and of soles depending
on which surface they are driving on, or cars where the driver wants to reduce the wear and tear of
the tires.
It might also have an application in different sports where they use shoes with built-in Ice-Grip, to
reduce the danger of slipping when walking on hard surfaces.














6.0 Development of the Idea

As we discussed the problem further several ideas as to how we could solve the problem using the
sole-feature arose. In the following the two different ideas that we thought best feasible are
described in more detail and are visualized with illustrations and explanations.

6.1 Idea Number One

This device includes a rubber plate which is composed of two layers. The first layer should
consist of some kind of soft, sticky rubber. The second layer could probably consist of
standard rubber used in regular Ice-Grips.

Total thickness will range from 3-7 mm depending on the size of the spikes.
Inside the rubber sole there will be small magnets. These magnets will be concentrated
under the heel and under the front of the foot. The magnets have to be strong enough to
hold the sole in place while walking. For high reliability the first kind of rubber layer should
be unique: on one hand the rubber should be so soft that the spikes sink in to it, on the other
hand it has to have some kind of sticking effect (sticky rubber) to prevent the loss of the
soles.


Illustration 6.1.1 A general illustrations of how the sole might look.


Thus it is necessary to solve the following problems:
- The choice of material, shape, location of the magnets.
- Selection of styles and types of rubber for the sole.
1. Selection magnet material
The magnetic material has to be cheap, but with enough pull to be able to hold the sole in its
place while walking. There are a lot of different magnetic material available and to find the
right combination requires a lot of testing. Will the magnets hold the sole in its place? Are
the magnets cheap enough for the product to be produced at a reasonable price for the
customers?

2. Choice of material for rubber.
This rubber should have a high elasticity, to prevent destruction. The spikes should be able to
sink into the rubber without destroying it. This means that the sole must retain its shape
after the deformation. Also; the rubber should have some kind of sticking effect with the
rubber and spikes on the Ice-Grips.
In order to satisfy the requirements the producers could apply a special new kind of modified
rubber, based on the mixture of separate technologies:

- Technology of manufacturing of winter tires without spikes on the basis of sticky rubber
(rubber is sturdy and has a strong force of adhesion, but more solid, it provides a better grip
at low temperatures).

- The technology of making balls for rhythmic gymnastics. This rubber also has the effect of
adhesion, but at the same time the rubber is soft and flexible and retains its shape at all
loads)
The second type of rubber that will be in contact with the floor surface should not meet the
requirements of the first. It should not have the effect of adhesion and doesn't have to be
soft. This may be the same rubber compound as for the Ice-Grips.
Illustration 6.1.2 Cross-section of the sole showing how the spikes will penetrate in to the magnetic surface.

In the illustration above we see the principle operation of the device.
The metal spikes are in contact with the surface of the first layer of plate and sink into it. The
magnets are collected around the spikes and hold it. Also the sticky rubber layer creates a
secure attachment of the sole surface and the surface of the Ice-Grips. The second layer is a
protection layer made from ordinary rubber. This layer comes into contact with the floor
surface.

6.2 Idea Number Two

Since using Spikes is essential, we have come up with an idea that does not require Spikes-
removal. Our idea is based on producing an extension to the spikes that fits exactly on them.
That extension is primarily used when entering places where using spikes is not allowed.
Our model is made of the same rubber the spikes are made of. The extension should contain
pieces of magnetic material that covers at least the pins-part on the spikes.
Having the extension attached to the spikes now it becomes easier for the walker to walk on
surfaces where there is no ice.
Our first concept states that each metal pin on the spike can fit into one magnetic hole (in
yellow).


Illustration 6.2.1. The illustration shows one layout of what the idea could look like


The magnetic part should be strong enough to hold tight to the pins of the spike
Constraints:
Different layouts are required to be produced since each spike should have its own design of
sole.
There is a possibility that the pins of the spike might miss the magnetic parts on the sole
especially when each pin has its own place to fit in.
Dust and dirt (form the road) might fill in the magnetic holes and so the magnetism will be
reduced between the pins and the holes.
The user still has to carry it around when not using it.



Positives:
Easy to use.
The spikes will last for longer time since removing them is not required when using the soles.
Do not require a huge effort to take it on and off.
Cheap, because it is made of rubber and magnets.
Comparing to the spikes, the soles do not wear as quick as the spikes do when using the
spikes alone.
Not heavy.

7.0 General Information about the Idea

7.1 What kind of problems does it solve or improve?

Our product focuses on the safety of the people using Ice-Grips. Ice-Grips ensure good
traction outside on winter conditions, but inside a building with hard floors the materials
become really slippery and they damage the floors.
This makes the users have to remove the Ice-Grips, and take them on again when leaving the
building. Other problems the idea can solve are that adding and removing Ice-Grips often is
time consuming, for elderly people or people with bad back it might be difficult to or painful
to do, it prevents wear and tear of the Ice-Grip and the floors inside, and it will also prevent
accidental pain to fingers. Our product improves the problem of removing and adding Ice-
Grips to the users shoes.

7.2 Who are the Customers\ Users?

The customers and users consist of all people that are using Ice-Grips on their shoes.
This includes everyone from old ladies to young people that dont want to fall when
they are out walking on ice.
The value chain analysis can consist of inbound logistics, operations, outbound
logistics, marketing & sales and services. Our product, right now, exists before the
inbound logistics, where the idea still is under development and no product has been
tested. When the idea will be ready for production the inbound logistics will have
started and the other parts would also be in motion. But as of now, our idea is still in
the development phase.


7.3 What are the Alternatives for the Customers\ Users?

So far, we have only found one other product that solves this problem on the market.
This product is a shoe where the user twists a lever on the back of the shoe which
forces the spikes out and in according to use. This is a very expensive solution as we
discussed earlier and the user might be looking for a cheaper alternative. The
alternative for users is of course to remove and put on their Ice-Grips every time they
enter or leave a building. And this is what we want to solve/improve for a much
lower cost for the user.

7.4 Competitive Advantages and Selling Points

The competitive advantage is that there are no other real competitors in the segment
we are focusing on.
Selling points:
- Eases the use of Ice-Grips
- Time saving
- Reduces stress on the body
- Safety inside
- Reduces stress on floors
- Reduces wear and tear of the Ice-Grips

7.5 Value for the Customer. How much are they willing to pay?

To know the price the customer is willing to pay for the product will not be possible
to answer without extensive marked analysis and customer surveys.
From our point of view, we would guess the price of this product should not exceed
the price of the Ice-Grips.

7.6 Will it be Possible to Make Profit from Producing this Product?

For this idea to be profitable there are a lot of factors that has to be considered:

- Marketing analysis and customer surveys.
- Do the raw materials we need for this product exist? And are they within our price
range?
- Testing, does the product work as expected?
- Test group, how will the test group respond to our product?
- Production/ price?
- Marketing/ advertisement?
- Logistics?
- Distributors?
We believe that its feasible to make a profit on this product if we can cover these
bases in a way that will leave us some liberty as to how much revenue we can
achieve.
There is no room for this at the present time, but we are looking at different ways of
solving these challenges.

7.7 The Plan Ahead

The way forward should consist of making a development plan for the prototyping and
testing of the products. Find out the amount of material that is needed in both the magnetic-
and the rubber-section. During this phase we also need to perform a marketing analysis and
a customer survey to specify the need for this idea/product.
The tests should be designed in a way that tests the different combinations like number of
magnets, size of magnets, elasticity of the rubber, the adhesive capabilities of the rubber,
location of the magnets in the rubber, thickness, adjustability to the Ice-Grip.
During the testing phase we also need to find out the cost of the different raw materials and
also figure out how much we can reduce the production cost for the ideas.
Some milestones that must be overcome are:
- We must produce a working product that satisfies our and the customers needs and
expectations.
- We must find the best supplier of raw materials
- We must find a suitable location for production. Should it be centralized, close to the
market? Or should we outsource it to China for cheaper production and then ship it to
the relevant markets?
- We need to find suitable distributors and transporters that can work together effortlessly
in a supply chain.

These are just some of the challenges that are facing a development plan. Should this be
done in a proper way we would need a lot more time to design, prepare and test our ideas.