with so many advantages of gymingor playing any sport or doing yoga people are focusing a lot on their fitness. Everybodywants to look their best- this is human nature. In the era where more and more peoplewant to become healthy, a simple weighing scale is not sufficient.This is where SHAPE comes toaction.
Shape is a company founded in 2013 that manufactures the first ever scalesthat digitizes your body. They scan your body in less than a minute and captures100s of pictures to create a stunning virtual model that looks just like you. Theyalso tell you how your body changes over a period of time- showing your lossesand your gains. About the company This is a Silicon Valley based company which is passionateabout design, hardware, software and sports. Their missionis to create products that connect the human body with technology in a magicalway. Their motive is to transform and enhance the way the world works by bringingfuturistic products to life, Products that challenge the status quo, yet aresimple to use and understand.
They believe in reinventing day by day to createlife changing hardware and software. The company realises the factthat not understanding how the body changes over time is a problem almost everybodyexperiences. The company also believes that knowing one’s body enables a lot ofnew applications not only in fitness, sports and healthcare, but also infashion, e-commerce, games, augmented and virtual reality.
Starting with the first questionof design enquiry i.e. what is the problem that inspires the founders of thecompany? It all started when the CEO of the company, Alex, moved to china. It is quite common to eat riceand noodle in every meal. And because of this sudden change in diet he startedto gain weight.
After few months, he gained so much weight that his wifeactually asked him if he was pregnant…… this sounds funny but Alex got soworried that he started to diet and exercise at the same time. After two weeksof intense workout when he stepped on the weighing scale, he was shocked because the scale showed exactly 4 pounds more than hispre-diet weight.
First, he became really frustrated, but thenrecognized that his body shape and appearance had actually changed a lot. Hewas definitely leaner and more toned. Then, he finally understood that he hadreplaced fat with muscles. So, the simple explanation behind his weight gainwas that muscle takes less place but weighs more than body fat.This was the time when an ideastruck his mind. Alex realised that tracking the shape, surface and volume changesin the body would allow for a much better measure of his progress than a bodyweight number. So finally, in December 2014, Alex and Martin became a team tobring ShapeScale to life. As a part of the ethnographic research both of them interviewedpeople in front of gyms in exchange of smoothies.
I think Alex took a verysmart move to approach people in front of gyms because these are the people whowill be the extreme users of their product. Talking about users/stakeholder, the ordinary users of Shapescale willbe people who want to reduce or gain their weight for specific occasions or peoplewho want to get fit in general. The extreme users will be people who are veryfocused towards their health like athletes or people who regularly exercise andgo to gym. And finally, the occasional users of this product will be people whojust want to monitor their body at frequent intervals of time.To start any company money is required. The company got funding in 2stages.
In the first stage Scale raised money through angel investors andfriends. From this funding, they made their first prototypes and rolled themout in various locations of Silicon Valley. Before these prototypes the companydeveloped some concept models but those were just for testing. Now I am going to talk about the marketing strategy of the company. I amseriously impressed by it. As the first step the company released a productvideo to see the customers response and reaction. The video got an astoundingresponse because it got shared 45k times and was watched by 8 million people.
At the end,I would like to say that I looked at various recent promising digitalinnovations with some very unique ideas that will I think become verysuccessful in the future but all of them had some problems in them. And if notproblems they collectively not better than shape scale. I chose Shape scalemainly because it is a product that will cater a very large number customers andsince the company is offering options of paying in parts, customers will not hesitateto buy it. Another reason why I think the company has one of best businessideas is because in the future they can collaborate with various fashion and e-commerce companies to sell customers accessories and cloths according to theirbody. This will prove to be an easy secondary source of revenue for thecompany.
The company realises the fact that not understanding how the bodychanges over time is a problem almost everybody experiences. The company also believesthat knowing one’s body enables a lot of new applications not only in fitness,sports and healthcare, but also in fashion, e-commerce, games, augmented andvirtual reality. The company realises the fact that not understanding how the bodychanges over time is a problem almost everybody experiences. The company also believesthat knowing one’s body enables a lot of new applications not only in fitness,sports and healthcare, but also in fashion, e-commerce, games, augmented andvirtual reality.