Tonal Innovation Center (TONIC) hosted the second annual International Musical Instruments Seminar in Joensuu, Finland on 14th September- 16th September 2011.

1. Market Research

2. Objectives Market opportunities Reactions/feedback Co-operation

3. MainSteps & Methodology Objectives Time frame Target groups Research methods Research locations Results

4. Schedule 12 - 19 April Preliminary research conducted in Finland 7 - 9 April Frankfurt Musikmesse 18 May - 30 JulyThe U.S. research 21–23 July NAMM show in Nashville

5. Target Groups Manufacturers and builders Educational institutes Musicians Retailers Other

6. Findings – Secondary Research Competitive (non-wood) materials High-pressurelaminates Phenolics CarbonFiber and Graphitecomposites NFC Tonally superior

7. Findings – Primary Research Manufacturers’ perspective Disadvantages Complicated pricing Weight/strength ratio Availability Processing methods

8. Findings – Primary Research Manufacturers’ perspective Advantages Similar appearance, feel and weight to ebony Tonal qualities and feel Consistency and stableness Sustainability

9. Findings – Primary Research Luthiers’ perspective Polarizedviews Supportive Pro-sustainability

10. Findings – Primary Research Guitarists’ and retailers’ perspective Good sound Wood-like feel Consistent Repairability?

11. Recommendations Open dialog Co-operation Education and marketing Furtherresearch Alternative business models

12. Conclusion Positive customer feedback Competitiveperformance Changes in the market -Severe regulations -Ebonydeficit TIME TO ACT!