EyeWalk
8 out of 12
1. Social Background/Business Incentive
In recent years, it was estimated that 310,000people​1 out of 2,000,000 physically handicapped
population​2 in Japan were in a severe state ofvision impairment. As these numbers rise, crowded
public transportations can be the cause of stressand prevent those with disabilities from participatingin certain activities like employment​3​. For thevisually impaired, easy access to public
commutation is a major need out of which 60%(30% have fallen from platform) use trains morethan a few times a week​4​. Our business incentive
and motive is to assist these people with common
transportation issues via the innovation of an
ingenious white cane, the ​EyeWalk​. Since themajority of Japanese people use public
transportation to travel, crowded stations andnarrow platforms make it more difficult for thevisually impaired to navigate. ​EyeWalk is a solution
to make transportation systems easier and safer tomanage through voice assistance software.
2. Product
EyeWalk is a voice-guidance white cane which
informs users with a detailed route to theirdestination. It notifies the user of surrounding
obstacles, which is a vital function for the visuallyimpaired. It also incorporates the technology ofSiRFusion, a GPS that is compatible with all groundlevels, enabling stable networks at any time. With thistechnology, the ​EyeWalk will identify the appropriate
route to the user's inputted destination virtuallyanywhere, including inside of train stations anddepartment stores, indicating how the user cantransfer trains and go from one location to another.
This technology will also be able to analyze thedistance of the user from the edge of the platform,walls and can even convey the number of steps in aset of stairs. The information will use GPS data fromSirFusion, and the tech and development team will
manually input directions directly from the institutes.
SirFusion is based on technology invented by theAmerican company SirF Technology. It combines
multiple technologies such as real-time Wi-Fi
signals and 3G/4G, satellite positioning information,pedestrian dead reckoning, and the company’s
cloud-based CSR Positioning Center to accurately
calculate the location of the user​5​.
Our product enables guidance of the placementof elevators and escalators, when and where toturn, the route to the preferred exit, and the way totransfer efficiently and safely. Capable ofconnecting to the user’s portable earphones, thevoice could be set to male or female, and Japaneseor English.
Material:
Aramid Fiber
Reinforced
Polymer: a fiberwith highstrength, heatand chemical
resistance,
dimensional
stability, that isused in many white canes
3. Target Customers
Our target customers are individuals with visualdisabilities in Japan and have a need for walking
aids to widen their area of travel. Although our main
target is those with a disability, this product couldbe useful to foreigners who are not familiar withJapan.
4. Market Analysis
A large proportion of visually impaired people use
the legally obliged white canes as under the roadtraffic law, walking sticks are mandatory for all
visually impaired people​6​. Currently, 70% of them
use white canes​4​, which implies that a further
increase in sales can be estimated. These whitecanes have evolved over the years with newfeatures such as voice control and outdoor GPS.
Our main competitor is ​WeWALK​, a company thatproduces and sells an advanced white cane thathas ultrasonic sensors and navigation​7​.
However, compared to our product, it lacks theability to be solely dependent and instead leans ona mobile app for navigation and bluetooth. Inaddition to this, it also does not equip a navigation
system that can be used indoors. The ​EyeWalk has
a built in GPS system and multifunctionalnavigation system which allows users to find their
way easily inside a train station or building. By
including all functions of our competitors and more,
we provide consumers with a more advanced andoverall affordable white cane. Since there is a
growth in the number of people with visual
impairments due to the aging population, we cancalculate that the industry and demand for thisproduct will grow as well.
5. Marketing Strategies
A. Manufacturing method
310 ​EyeWalk​s would be produced annually. Oneproduct will cost 65,000 yen which is an appropriate
price because it comes with a lifetime warranty.
Repair or replacement of the product will becovered if the product breaks down unexpectedly.
There will also be a free software update available
every year. Although our product is more expensive
than the ​WeWALK​, which retails for $499 and has a
1 year warranty, ​EyeWalk includes more
technology into one product and offers a lifetime
warranty, so our customers can use the product fora longer period of time.
We are collaborating with a warehouse toproduce ​Eyewalks​ . Our products will be distributed
directly by hand or by delivery. The product will bepackaged in a cardboard box with an innerdimension of 212×172×102 millimeters, at 14.5 yen
per box, and shipped from a partnership warehouseto the customers. We are employing 3.5
professional staffs: administration(1) - salary: 3.5
million yenmarketing(1) - salary: 4 million yen
tech and development(2) - salary: 4 million yen.
B. Promotion method
Our product would be promoted at events for thevisually impaired, health centers, city halls, special
support education schools, and support centers forthe disabled through public speaking and promotion
videos where we introduce the technology andinform consumers of our free one-week trial.
Afterwards, interested parties will be able to buy
our product at the venue or online on our website
where customers can watch the promotion video,
sign up for free trials, and purchase our product. A
survey will be provided after the trial session toassess any inconveniences for future upgrades andimprovements on our software and product. This
will help maintain good relationships with ourcustomers and keep our services modern and up todate. By engaging in this promotion method,
advertisement costs could be decreased, since weare not paying for visual posters or web banners.

1​

https://www.nict.go.jp/en/
https://www.dinf.ne.jp/doc/english/Us_Eu/conf/z00007/z0000711.html
https://www.researchgate.net/publication/320387382_The_Needs_and_Problems_of_Students_with_Visual_Imp
airment2​
3​

4​

http://nichimou.org/wp-content/uploads/2017/03/mainichiannke-to.pdf

C. Marketability
Our multipurpose walking cane has a lightweightbuild, which is easy to maneuver and is durable foreveryday use. This product’s quality of highsensibility to surroundings and provision of detailed
and accurate GPS guidance, even inside train andsubway stations, as a single device differentiates
our product from other companies. Since whitecanes are mandatory and would be likely to meethigher demands in the future, it is certain that thisbusiness is sustainable.
6. Financial Plan

Our product is produced from funds by capital
investment and loans from the bank (at a 5 year,3.00% interest rate). We plan on achieving a
positive net profit by our second year, and free
cash flow by the third. With our plan, we are able tomaintain a positive cash balance at all times while
repaying our loan.
As we provide a lifelong warranty for our product,
the demand for the E​ yeWalk is expected todecrease as sales peak. The revenue from ourupcoming software application will later make up forthat decline.
7. Conclusion
In the future, we hope to expand the product toforeign countries with a wide variety of language
and geographical readings. We also aim to expand
our business by creating an application that can beused by anyone in need of guidance throughstations and create a detachable version of theproduct that can be attached to any existing caneor other forms of assistance such as thewheelchair.

5​

https://www.businesswire.com/news/home/20141120005150/en/CSR-SiRFusion™Accurate-Indoor-Location-Reality
6​
http://nichimou.org/wp-content/uploads/2018/06/nisseiguhosougu-houkok usyo.pdf
7​
https://wewalk.io