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Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Santa Cruz Audio Series One / Directions Slide 2 Design Goals (functional) Easy to insert / remove Ergonomic Fit Comfortable / Stable Tactile Intuitive Small form factor Rugged Design Goals (emotional) High Perceived Value Iconic Design Precision Look & Feel Superior Fit & Finish Authentic materials Conversation Piece Product as an Object of Art Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 3 Santa Cruz Audio / Product One jaywilsondesign March 2013 Competitive field: etymotic Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 4 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Ultimate ears Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 5 Sleek Audio Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 6 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Beats Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 7 Santa Cruz Audio Santa Cruz Audio / Product One jaywilsondesign March 2013 AKG 3003 CNC Stainless In-line mic and volume $1300 Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 8 Mirror Black Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Slide 9 Sony Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 10 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Beats Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 11 Santa Cruz Audio Logitech Santa Cruz Audio / Product One jaywilsondesign March 2013Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 12 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio B&O Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 13 eForCity Blue earbuds Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 14 Mirror Black Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential For $162? Slide 15 Mirror Black Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Slide 16 iconic authentic Mass Market masculine COOL high quality generic sophisticated functional Hi-End CMF product as art DESIGN-FOCUSED technology leader Limited Production Affordable High End OEM Brands crafted precision traditional street big box stores hi-tech plastic boutique New product category fashion Mass market Luxury Visual Brand Language is branding terminology for a unique set of design elements - such as shape, color, materials, finish and form which directly and subliminally communicate a company's values and personality. Visual Brand Language customizable LifeStyle Limited production performance Slide 17 IconicPrecisionAuthentic Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 18 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Authentic Headsets Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 19 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Elegance with precision fasteners Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 20 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Iconic Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 21 Santa Cruz Audio Santa Cruz Audio / Product One jaywilsondesign March 2013 B&O cordless phone Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 22 Santa Cruz Audio logitech Santa Cruz Audio / Product One jaywilsondesign March 2013 Slide 23 Santa Cruz Audio Materials that work Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 24 Mirror Black Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Motorcycles as Art Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 25 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 26 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 27 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 28 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 29 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 30 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 31 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 32 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 33 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 34 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 35 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 36 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 37 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 38 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 39 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 40 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 41 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 42 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 43 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 44 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 45 Mirror Black Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Get Ready forSanta Cruz Audio Slide 46 Mirror Black Santa Cruz Audio / Product One jaywilsondesign March 2013 ExperienceSanta Cruz Audio Slide 47 Mirror Black Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio A Ferrari for your EarsSanta Cruz Audio Slide 48 Mirror Black Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Customized Sound: Santa Cruz Audio Slide 49 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio It will blow your earsSanta Cruz Audio Slide 50 Mirror Black Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Audio AugmentationSanta Cruz Audio Slide 51 Competitive Taglines Etymotic: Hi-fidelity custom fit True to the Ear Westone: The top choice of professional musicians AudioFly: Never miss a Beat Klipsch X71 in-ear headphones: Legendary Sound Ultimate Ears: In-ear monitors designed specifically for Vocalists Sleek Audio: Custom fit for musicians. Music in Tune with You (US) Slide 52 What gets you up in the morning? What will they say about you 25 years from now? 1. Who are you? The reason the company exists beyond making money The one thing that will never change about the business. 2. What do you do? What is your vision? Will you be making products that matter? 3. Why does it matter? Three questions about Brand Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 53 ProductsPackagingCommunications Customer Service ALIGNMENT Platforms Quality GUI / Look & Feel Visual Brand Language Graphics Look & Feel Messaging Website Literature Logo Blogs Trust Integrity Contact Experience What Creates a Customer Brand Experience? Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 54 Core Values /Attributes Why does SCA matter? We design and manufacture premium, high quality, limited production audio devices for market segments whose needs are not currently being met CNC machined parts, designed and assembled in Santa Cruz, CA by seasoned experts in the audio field. Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 55 Santa Cruz Audio AKG 3003 $1300 Santa Cruz Audio / Product One jaywilsondesign March 2013 CNC top mic housing. Front mic port drilled Mic screen at tip Mic inserted from bottom Cable connection / tie area. May be part of bottom housing Bottom housing w/speaker Positioning ring for ear tab Speaker port and screen Elastomer ear tab (3 sizes) Earbud (purchased) Slide 56 Santa Cruz Audio AKG 3003 $1300 Santa Cruz Audio / Product One jaywilsondesign March 2013 Offset slider arm to allow for center positioning Screw fastener assembly Assume 3 major parts (top cap, center piece, bottom cap) Removable clothing clip Turn a liability into a cool part: -turn AAA battery cartridge On/off push button 3.5 mm connector Recessed slider control Slide 57 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Slide 58 Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio Santa Cruz Audio / Series One Concepts jaywilsondesign March Two-Thousand Thirteen Confidential Slide 59 Mirror Black Santa Cruz Audio / Product One jaywilsondesign March 2013 Santa Cruz Audio A Future Classic...