Innovation in Product Development Project

1. Whiteout
Modify your own bag
Andreas Tolstrup Laursen

2. Product background
“I never use all the functions that the company have put on my back, but still sometimes
lack other details.” - Kasper Bus, Mountaineer
“I am not able to find a backpack that both holds skies and ice axes at the same time.”
Rasmus Sloth-Pedersen, Shop assistant in Friluftslageret

3. Rolling solution Top lid
Side buckles
Ice axe mounting
Hip belt
The Product
Customer specific
Customer integration in development

4. Product Outline
Bag Hip belt Side buckles Top lid Rolling top Ice axe mounting
Randonee
Ice climbing
Alpinism
Mounteneering
Ski touring
Rock climbing

5. Product pricing
Each bag cost 2000 - 3000 DKr
Depending on elements

6. Market Size
Denmark: Direct activity, cross activity,
Scouts and Apperance
Europe: 7,68 Alpinist in total

7. Company sales strategy

8. Short term strategy
First batch Second batch Third batch Fourth bath
Present Development
2o units 3o units 100 units 500 units

9. Money Flow, 1.5 year
Development and starting cost - 24.500 Dkr
Production cost of first 150 bags - 75.500 Dkr
Sales turnover for 150 bags + 225.500 Dkr
Cash flow + 125.000 Dkr

10. Whiteout
Modify your own bag
Andreas Tolstrup Laursen

11. Success Criteria
First year on the market, 150 bags adjusted for
the user needs.

12. Market Size - CALCULATION
850.000 DAV MEMBERS
81.800.000 German citizen
1,04 % Alpinist
7,68 mil alpinist / Europe

13. Differentiation and USP
Integrating user in development and when
making own bag.
Customized for purpose.
Personal identification.

14. My Background
Climber, mountaineer and outdoor person
Shop employee and have done projects with
major actors.