Markhor – Raised $107,000 in a Kickstarter Campaign in 2014

The company originated when founders Sidra Qasim and Waqas Ali met
with a group of craftsmen in the local village council of their hometown of
Okara. Everything in that workshop was literally being handcrafted. The
duo learned that some of the most well known luxury brands work with
craftsmen in developing countries like Pakistan, India and Vietnam but
rarely talk about them. To change this they started working on the idea of
Markhor.

Engr. Hamza Shams

ME415 ENGINEERING DESIGN AND SENIOR LECTURER

RAPID PROTOTYPING Mechanical Engineering Department

DHA Suffa University

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INSTRUCTOR’S PROFILE
Engr. Hamza Shams Professional Memberships
PEC: INDUS/2208
Senior Lecturer
Mechanical Engineering Department Additional Roles
DHA Suffa University  In-charge CIM Center
 Deputy Director SSCC
PhD Manufacturing Engineering and Management, NUST (Ongoing)  FYP Coordinator
MSc Manufacturing Engineering and Management, NUST (2015)  SAP UAP Coordinator
BE Industrial and Manufacturing Engineering, NUST (2013)  Faculty Advisor
Team DSU Bur’raq Formula
Specialization: Atomic/Lateral Force Microscopy Student Team
 Student Advisor Semester 8A
Contact Email: hamza.shams@dsu.edu.pk or LMS
Please contact only through e-mail.

Course Consultation Hours: As per timetable

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RECAP
IDENTIFYING CUSTOMER NEEDS

 Latent Needs
 Customer Types (Average, Lead and Extreme)
 Process of Identifying Customer Needs
 Gather Raw Data from Customers
 Interpret the Raw Data in terms of Customer Needs
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 Chapter 5

IDENTIFYING CUSTOMER NEEDS Product Design and Development

by Karl T. Ulrich and Steven D.
Eppinger, 6th Edition
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5
THE PROCESS OF IDENTIFYING CUSTOMER NEEDS
 Gather raw data from customers
 Interpret the raw data in terms of customer needs
 Organize the needs into a hierarchy of primary, secondary, and (if
necessary) tertiary needs
 Establish the relative importance of the needs
 Reflect on the results and the process

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 AN EXAMPLE

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 AN EXAMPLE

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THE PROCESS OF IDENTIFYING CUSTOMER NEEDS
 Gather raw data from customers
 Interpret the raw data in terms of customer needs
 Organize the needs into a hierarchy of primary, secondary, and (if
necessary) tertiary needs
 Establish the relative importance of the needs
 Reflect on the results and the process

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IF STILL NOT CLEAR WHICH NEEDS ARE MOST
IMPORTANT, CONDUCT SURVEYS 10
THE PROCESS OF IDENTIFYING CUSTOMER NEEDS
 Gather raw data from customers
 Interpret the raw data in terms of customer needs
 Organize the needs into a hierarchy of primary, secondary, and (if
necessary) tertiary needs
 Establish the relative importance of the needs
 Reflect on the results and the process

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 continued on next slide…

REFLECT ON THE RESULTS AND THE PROCESS

 Have we interacted with all of the important types of customers in our target
market?
 Are we able to see beyond needs related only to existing products to capture the
latent needs of our target customers?
 Are there areas of inquiry we should pursue in follow-up interviews or surveys?
 Which of the customers we spoke to would be good participants in our ongoing
development efforts?
 What do we know now that we didn’t know when we started? Are we surprised by
any of the needs?
 Did we involve everyone within our own organization who needs to deeply
understand customer needs?
 How might we improve the process in future efforts?

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 From Our Example

REFLECT ON THE RESULTS AND THE PROCESS

 The most important needs identified are:
 The thermostat is easy to use.
 The thermostat can adjust temperature during the day according to user
preferences.
 The thermostat works with my existing heating and/or cooling system.
 The thermostat reduces energy consumption.
 The latent needs are:
 The thermostat can be programmed from a comfortable position.
 The thermostat works pretty well right out of the box with no set up.
 The thermostat automatically responds to occupancy.
 The thermostat exterior surfaces do not fade or discolor over time.
 The thermostat prevents pipes from freezing in cold months.
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