CRUX

CRUXYour Climb Sherpa

Thursday, May 31, 12

CRUX - The single most difficult portion of a climb, what makes the grade


“This is what we do... Walk around to different rocks and try to climb them. It’s problem solving. We spend the day problem solving.”


CRUX OF THE PROBLEM

The current way topographic maps are produced is slow and cumbersome, making for a very expensive product

There are over 20,000 documented climbing areas world wide, of which only a small fraction have guide books, and of those only 6 are available on a mobile platform

New climbing areas are being found every day by climbers at all levels and Accessfund members make up less then 1% of the population

The majority of climbers are not being reached by existing climber support systems, instead only Professionals are being targeted, about 2% of the total US market

There is a lack of a cohesive and comprehensive system to support rock climbers, that is encompassing, integrated and simple to use


• CONCEPT •



CRUX SOLUTION

Enable climbers to co-produce and utilize a database of climbs. Providingdescriptions, experiences, and in system topographic map builder

Provide climbers with an engaging community for sourcing knowledge fromother climbers as well as climbing magazine partners

Enable friendly competition between climbers with a data base that tracksindividual climbers progress based on the difficulty of the sent problemsand number of attempts before completion. Additionally allowing climbers to see ranking globally as well as local, friends and gym ranking

Promote ecology existing climbing areas and acquisition of access to newones with key partners like the Access Fund


ENHANCING SERVICES

-Helps you find climbing partners

-Helps you find gyms (by Location)

-Helps you find climbs (by area and then location)

-Forums

-Equipment Deals

-Nutrition


MISSION

To provide ALL climbers with the ultimate tool for climbing support and information


CRUX VALUES

CommunityCollaborationCompetitionConditionConservation&Captivation


• PERSONAS •



Climbing Activities >

^ Climber Types

Year 1 Year 2 Year 3

SEGMENTATION GRID

MOTIVATED CLIMBER

CURIOUS CLIMBER

PROFESSIONAL CLIMBER

TRIPPLANNING

TRAININGASSISTANT

PACKINGGUIDE

WHETHERUPDATES

HELP FINDCLIMBS

HELP FIND GYMS

GENERATECOMPETITION

GUIDE TONUTRITION

DOCUMENTCLIMBS

GENERATETOPOS

PROMOTESECOLOGY

HELP MAKEFRIENDS

FIRST TIME

CASUAL

BEGINNER

INTERMEDIATE

ADVANCED

OPEN

CRUX USERS SEGMENTS


CURIOUS CLIMBERWHATDOESHEHEAR?

WHAT DOES HE THINK AND FEEL?

WHATDOESHESEE?

WHAT DOES HE SAY AND DO?

CURIOUS CLIMBER

Level of Climbing Ability

-First Time Climbers-Casual Climbers

The curious climber has recently discovered climbing and has become interested in the sport and wants to learn more

Possible channels of discovery-Self curiosity-Group event-Learn from a friend

-Falls and Fails-Talks to other climbers-Asks for help

-Challenged-Discouraged-Wants to learn more-Sore from the work out

-Hungry

-Advice and Beta-Words he dose not understand-Encouragement

-Lack of Knowledge (lost)-Words he dose not understand-Sore from the work out

-Complexity a bit over whelming-Other climbers climb-Safety very cautious-A challenge

PAINS

GAINS-Learning-Finding climbs to suit strengths -Fitness health

DARING DEREK- 32 YEARS OLD

- LAWYER

- DISPOSABLE INCOM OF $170,000 A YEAR

- TODAY IS THE FIRST TIME HE HAS CLIMBED SINCE HIS CHILD HOOD FRIENDS BAR MITZVAH

- STARTED CLIMBING BECAUSE OF A CLIENT TEAM BUILDING EVENT WITH OTHER COLLEGES


AMBITIOUS ALISON

MOTIVATED CLIMBERWHATDOESHEHEAR?


WHATDOESHESEE?


MOTIVATED CLIMBER


-Beginner Climbers-Intermediate Climbers

The motivated climber strives to improve their skills. They have started climbing in competitions and have begun using climbing lingo in day to day conversations. In training they work on developing form and technique. Likely to have climbing gym memberships.

-Better climbers and is inspired-Climbing videos online-Reads climbing magazines

-Trains to become a better climber-Talks to other climbers-Researches climbing trips-Share on Social Media

-Inspired to improve-Reaches a limit frustrated at not getting better faster-Wants to learn on own, but needs help

-Advice-Competitions

PAINS

GAINS

-Reaches a limit frustrated at not getting better faster-Hard to find the knowledge he wants-Reliance on others

-Motivation from others-Words he dose not understand-Sore from the work out

- 23 YEARS

- FRESHMAN STUDYING ENVIRONMENTAL ENGINEERING

- DISPOSABLE INCOM (STILL DEPENDENT ON PARENTS)

- CLIMBS IN A GYM 3-4 TIMES A WEEK FOR 4 HOURS-CLIMBS OUTSIDE 6-7 TIMES A YEAR

- STARTED CLIMBING 4 YEARS AGO BECAUSE OF HER BROTHERS LOVE OF THE SPORT


PROFESSIONAL CLIMBERWHATDOESHEHEAR?


WHATDOESHESEE?




-Advanced Climbers-Open Climbers

This group has the greatest ability to buzz in the market because of their experience and notoriety. They are the section of the climbing community that leads discussions on forums answer questions appear in magazines. They are the people blazing the trail finding and sending new problems and discovering new climbing locations.

-Endless opportunity for new climbs-Perfect lines

-Climbing News-Locations of Perfect lines-Others accomplishments

-Competitive-Lives to climb/ Climbs to live-Others accomplishments

-Happily Gives advice to other climbers when asked-Blogs about climbing experiences-Sets climbing problems

PAINS

GAINS

-Nothing is useful-Highly dispersed-Sore from the work out

-Encompassing service-Ability to edit mistakes-Group sourced so less error

PRO-PAUL- 23 YEARS

- FRESHMAN STUDYING ENVIRONMENTAL ENGINEERING

- DISPOSABLE INCOM (STILL DEPENDENT ON PARENTS)

- CLIMBS IN A GYM 3-4 TIMES A WEEK FOR 4 HOURS-CLIMBS OUTSIDE 6-7 TIMES A YEAR

- STARTED CLIMBING 4 YEARS AGO BECAUSE OF HER BROTHERS LOVE OF THE SPORT


• MARKETING MIX •




PROJECTED ANNUAL MARKET EXPANSION (BY REGION)

Insight: Climbing Services in US are lacking compared to EUExpand: US then Americas & SE Asia then Europe & Africa

CRUX TARGET SEGMENTS



TRADITIONALSPORT BOULDERING

PARTICIPATION BY TYPE OF CLIMBING

ICE

33% 40.6% 23.2% 2.9%Year 1-2 Target Market Year 3+


Climbing Activities >

^ Climber Types


SEGMENTATION GRID

MOTIVATED CLIMBER

CURIOUS CLIMBER


TRIPPLANNING

TRAININGASSISTANT

PACKINGGUIDE

WHETHERUPDATES

HELP FINDCLIMBS

HELP FIND GYMS

GENERATECOMPETITION

GUIDE TONUTRITION

DOCUMENTCLIMBS

GENERATETOPOS

PROMOTESECOLOGY

HELP MAKEFRIENDS

FIRST TIME

CASUAL

BEGINNER

INTERMEDIATE

ADVANCED

OPEN



CRUX SERVICE OFFERING

CRUX is support community for rock climbers that love challenge, discovery and friends; Members will be able to compete with friends, document and share newly discovered climbs as well as learn from top climbers from around the world.

Unlike 8a.nu, CRUX will encourage climbers, from beginner to advanced, to engage in friendly competition within friend groups, gyms and the greater climbing community. In turn promoting fitness and camaraderie

Unlike The Crag, CRUX will allow climbers to document new climbs, and new climbing areas (both indoor and out). Additionally CRUX hopes to have a separate section for the documentation of “Urban Climbs”


CRUX Unlimited CRUX Plus CRUX Free

Price $98 a year $48 a year FREE

Thousands of climbs available instantly

Document and rate your climbs

CRUX social

Get your Ranking limited 14 days

Compete with friends limited 14 days

No advertising

Sync with up listing from other sites

Offline mode on your desktop

Offline mode on your mobile

Exclusive content

CRUX SERVICE PRICING

X

X

X

X

X

X

X

X

X


MARKETING

Crux will initially be promoted through three key channels:

1. Endorsements by climbers at the professional level ( CRUX PROS )

These climbers, who have been key in the development of CRUX, have agreed to promote CRUX as trendsetters and knowledgable sharers, within the greater climbing community. PROS are highly vocal and visible, regularly contributing to blogs and forums, as well as being featured in climbing magazines. These climbers will also be key in the initial co-production of the climber resources and topographic generation.

As compensation for there efforts CRUX endorsees will receive, free CRUX Unlimited Memberships and a monetary compensation based on referrals and hype generation (mentions that appear publicly). Additionally CRUX plans to subsidize travel expenses.


MARKETING

Crux will initially be promoted through three key channels:

2. Partnerships with climbing gyms and climbing competition organizers

One of CRUX’s main objectives is to provide a service that is beneficial to climbers not just at the professional level but, at the beginner and intermediate levels as well. Initially CRUX plans to target key gyms to access climbers who love the sport, but may be not be able to travel much or compete in large competitions. CRUX intends to hook these climbers by offering free limited time Premium subscriptions to members at several of the largest climbing gyms in the country


MARKETINGCrux will initially be promoted through three key channels:

3. Guerrilla Advertising

The CRUX Experience, as a unique and engaging video advertisement, will be circulated by way of youtube and vimeo. Links will be posted on popular social media channels such as facebook and twitter (#climbing #bouldering #CRUX).

At climbing competitions representatives will give CRUX swag (shirts, hats, with the CRUX logo, as well as QR code style links to the CRUX home page where the above video will also be featured.

An other Guerrilla tactic, involves the utilization of ideas borrowed from another counterculture. CRUX plans to generating stencils, initially for our team of professional endorsees that will be tagged on newly discovered climbs/boulders using chalk for pigment. The tags would have the CRUX logo, the name of the climber and a number that when entered by a CRUX members would give them points toward rewards such as membership and gear discounts.


POST-DELIVERY

CRUX Customer Retention and Brand Loyalty:

CRUX will host nation wide contests for CRUX users with prizes and points

CRUX will employ a customer referral system, with points and rewards

High quality support, we listen to customer feed back and

Time invested not worth doing over with someone else


CRUX ADDITIONAL REVENUE STREAM

Crux Will collect Data on the climbing community

FIRST YEAR PLAN

The first year CRUX plans on doing extensive marketing in the climbing community. Gaining as many new users as possible.

The data that these climbers generate will be extremely valuable to large out door retailers and manufactures of climbing specific products as well as rock gyms.

CRUX will use this information as additional revenue to supplement as well as a way to build relationships with with climbing gyms


• PROTOTYPING •



PHONE INTERVIEWS WITH CLIMBERS



PHONE INTERVIEWS WITH CLIMBERS


http://climbingczar.lt11.com/about-2/




































CRUX

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• CRUX FUTURE •



REQUIREMENTS

SLAB ROCK INVERTED ROCK(OVERHANGING)

VERTICAL ROCK


motio


motio

SEE

HEAR

TRACK

RECORD

INFORM

motio


motioThe device features an RGB camera, depth sensor and multi-array microphone running proprietary software, which provide full-body 3D motion capture, facial recognition and voice recognition capabilities

Brightest pico-projector in the world (250 lumens). It has a DLP (WVGA, 3000x4800) engine and it runs iOS software, and of course has Wi-Fi & blue tooth on board. It has 8GB of internal memory


motio

sync


motio


CRUX

BUMP

START

12

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