(Head Restraint Focus Group Time)
Two things that I recall my marketing professor saying:
1) Even if they are absolutely, positively, completely wrong, the customer is always right--in their own mind.
It is an undeniable fact. If you think the world is flat, there is no way you are getting on that boat with Columbus because if you do you will fall off the edge of the Earth. You are wrong in your perception, but your perception drives your actions. This is an extreme example of course, but we all do it to one degree or another.
In the world of head and neck restraints the vast majority of drivers don’t use them because they are considered to be too expensive. It’s not a matter of being right or wrong, it’s a matter of perceived risk and perceived cost. “They are too expensive. It won’t happen to me. I could put that money toward a set of tires.”
Yes I know, a good product should cost less than $100 per year of service, but most buyers don’t get past the purchase price. Consequently, H&N restraints are used by only 2% of drivers and there is still an average fatality rate of one driver per month attributable to head and neck injuries—-same as ten years ago. This bothers us. A lot.
And,
2) Never, ever under any circumstances announce a new product before it is ready for market.
We don’t have a new product, but we have been looking at a low-cost version of the Isaac system designed for the driver who goes kicking and screaming into every safety purchase. Let’s just say we’ve been scratching on the back of the perennial envelope and like what we see. We know roughly what it will cost to build. We don’t know how well it will work, but it should perform fairly well.
So, should we continue development and bring it to market? We can’t do any scientific surveys here, and we appreciate that there is no yes-or-no answer, but we would like your comments on the following product concept:
Pros:
-Does not have to be worn
-One size fits all
-Can be used with any helmet
-Can be upgraded to a more advanced Isaac system
-Works better (we think) than a webbing-based product like a Hutchens or D-Cel/Simpson.
Cons:
-Doesn’t work as well as an original Isaac (or HANS)
-May require periodic replacement of some components
-Less lateral support than the original Isaac system
Price:
This is a market segment we cannot serve with the original Isaac system because it is simply too expensive to manufacture. Hence, every sale is an incremental dollar earned and a potential life saved, so we are willing to be very aggressive on pricing.
The question for you racers:
What is the price point at which the average amateur racer would respond, “Get outta town/You gotta be kiddin’/No way!”?
Thanks.
------------------
Gregg Baker, P.E.
Isaac, LLC
http://www.isaacdirect.com
Two things that I recall my marketing professor saying:
1) Even if they are absolutely, positively, completely wrong, the customer is always right--in their own mind.
It is an undeniable fact. If you think the world is flat, there is no way you are getting on that boat with Columbus because if you do you will fall off the edge of the Earth. You are wrong in your perception, but your perception drives your actions. This is an extreme example of course, but we all do it to one degree or another.
In the world of head and neck restraints the vast majority of drivers don’t use them because they are considered to be too expensive. It’s not a matter of being right or wrong, it’s a matter of perceived risk and perceived cost. “They are too expensive. It won’t happen to me. I could put that money toward a set of tires.”
Yes I know, a good product should cost less than $100 per year of service, but most buyers don’t get past the purchase price. Consequently, H&N restraints are used by only 2% of drivers and there is still an average fatality rate of one driver per month attributable to head and neck injuries—-same as ten years ago. This bothers us. A lot.
And,
2) Never, ever under any circumstances announce a new product before it is ready for market.
We don’t have a new product, but we have been looking at a low-cost version of the Isaac system designed for the driver who goes kicking and screaming into every safety purchase. Let’s just say we’ve been scratching on the back of the perennial envelope and like what we see. We know roughly what it will cost to build. We don’t know how well it will work, but it should perform fairly well.
So, should we continue development and bring it to market? We can’t do any scientific surveys here, and we appreciate that there is no yes-or-no answer, but we would like your comments on the following product concept:
Pros:
-Does not have to be worn
-One size fits all
-Can be used with any helmet
-Can be upgraded to a more advanced Isaac system
-Works better (we think) than a webbing-based product like a Hutchens or D-Cel/Simpson.
Cons:
-Doesn’t work as well as an original Isaac (or HANS)
-May require periodic replacement of some components
-Less lateral support than the original Isaac system
Price:
This is a market segment we cannot serve with the original Isaac system because it is simply too expensive to manufacture. Hence, every sale is an incremental dollar earned and a potential life saved, so we are willing to be very aggressive on pricing.
The question for you racers:
What is the price point at which the average amateur racer would respond, “Get outta town/You gotta be kiddin’/No way!”?
Thanks.
------------------
Gregg Baker, P.E.
Isaac, LLC
http://www.isaacdirect.com
