The design and manufacture of bicycles requires balancing performance, a target cost, and user service. Joan Morera, founder of MOMA Bikes, explains in chapter 4 of Toque de Ingenio how he approaches these decisions within a commercial model focused on online sales. The interview reveals that developing a product also involves choosing what to offer, how to manufacture it, and how to provide after-sales service.
Guest Joan Morera. Company or organization: MOMA Bikes
Interview published: March 25, 2024. Episode: 4. Duration: 1 hour 54 minutes
In this episode:
- How commercial positioning influences the specifications of a bicycle.
- What is the role of suppliers and manufacturing within the model?
- Why customer service and maintenance are included as part of the offering.
A career in engineering leading to a product-focused outcome.
Joan recounts that he worked in an engineering field related to sectors such as rail transport, before starting his own business. His journey involved starting with scooters and bicycles, with his decisions evolving based on market response.
The conversation doesn’t present the product as a single, isolated decision based on current market trends. Joan recalls that some proposals were made when his demand was still limited. The viability depended on more than just recognizing a technology with potential.
For the product development, Learning involves comparing need, price, and market conditions. A solution might work, but it could require a different commercial strategy to find buyers.
Defining a level of performance and a target cost.
Joan explains his intention to offer a pricing and features strategy that is consistent with the target audience. This approach helps in determining which features to include and which to exclude.
The guest explains that an interest in a particular product can lead to the addition of features that increase the overall cost. Maintaining a commercial perspective requires reviewing whether the target user truly values these enhancements.
“The cool head”.
Joan Morera 27:36.
Engineering translates that priority into specific components, materials, and processes. The target cost becomes more valuable when it’s integrated into the design from the outset, allowing for comparison of alternatives before the architecture is finalized.
Designing with suppliers and manufacturing capabilities.
The interview describes how Joan analyzes trends and works with suppliers when developing models. The existing possibilities can serve as a starting point for formulating a proposal within the business’s conditions.
That task requires differentiating what needs to be designed specifically from what can be addressed using existing components or processes. The decision impacts time, cost, and the ability to repeat the manufacturing process.
Los prototype and product testing allow you to assess the overall design before adding individual units. The design should investigate how the pieces fit together and what experience they offer within the intended application.
Manufacturing, management, and logistics must be coordinated.
Joan describes an organization that combines manufacturing and logistics activities, relying on employees, while maintaining certain functions within the company. The interview focuses on this structure and its markets as of March 2024.
The model requires coordinating specifications, orders, and support. Outsourcing an operation does not eliminate the need to define what outcome is expected, nor how a problem will be resolved.
La Industrial assembly preparation Help to connect documentation, components, and controls. The sales team needs to know which version they are delivering and the information their service requires.
The online sales process requires support that understands the product.
Joan emphasizes the importance of having trained personnel to answer questions and provide technical support. A bicycle, particularly one with electric components, generates needs that cannot be addressed with a generic, commercial response.
“You need to have people who are highly educated/well-informed”.
Joan Morera 36:49.
The client needs to understand how to use, install, and maintain the product. The conversation also values the use of audiovisual resources to explain operations clearly. This information can help reduce difficulties after delivery.
The user experience incorporates this stage. The product continues to interact with the person throughout its receipt, preparation, and when seeking assistance. The design and documentation should facilitate these situations.
The commercial channel also has operational demands.
The interview covers the relationship with distributors and platforms, as well as challenges related to returns and customer service. Joan explains that each channel offers both opportunities and constraints that need to be carefully considered within the overall model.
For a product team, this means understanding how the unit will reach the user and what service commitments accompany the sale. Packaging, instructions, and access to spare parts may become increasingly important depending on that journey.
The aim of this chapter is to ensure consistency between the commercial promise and the operation that supports it. Design, manufacturing, and after-sales service should all cater to the same type of user and maintain the same level of product quality.
Questions about bicycle design and manufacturing.
How does the target cost influence the design of a bicycle?
Help in selecting features, components, and processes that are aligned with the intended user. Joan explains that adding features without considering this criteria can distance the product from its target market.
What to check when building/creating with collaborators.
Specifications, interfaces, documentation, and testing criteria. Coordination should enable the product to be replicated and any issues addressed.
Why does after-sales service/support form part of the development process?
Because the user needs to prepare, use, and maintain the product. The support and instructions should be based on the technical knowledge of the team receiving it.
Four key takeaways from the chapter.
- Positioning helps to prioritize features.
- The target cost should accompany the design.
- The collaborators require clear requirements and documentation.
- The technical support ensures a positive experience after the purchase.
From learning to product development.
At i-mas, we develop products by combining design, engineering, and manufacturing preparation. If you need to adjust performance, components, and assembly to a specific budget, We can study your project..
You can also read. TravelSax’s industrialization decisions.
Source: Original interview from Toque de Ingenio, published on YouTube on March 25, 2024. The experiences, figures, and plans discussed in the interview are reflective of that specific time. The references to i-mas services are the editorial analysis of the article.
