The market predominately consists of two categories of products designed to dampen or reduce vocal sound. The first category encompasses masks or handheld devices purposed to muffle vocal sound. However, these products pose limitations concerning the comfortability aspect, including breathability and universal facial adaptability. While users may be able to dampen their vocal sound by a few decibels, the concerns regarding breathability and comfort pose a larger threat. The masks either constrict breathing or insufficiently dampen noise due to improper fitting.
The second category consists of pop-up booths, which although require a more extensive setup process, do present significantly higher comfort levels. However, this particular design doesn't necessarily dampen one's voice but contains it. So while breathability and overall comfort may no longer pose a threat, the actual vocal dampening is almost non-existent.
As shown under Market Research, one of the largest competitors for a product surrounding this idea is BeltBox. This product allows users to dampen their voice up to 30dB, while still facilitating auditory feedback of their own voice. The device is designed to incorporate a microphone from wired headphones, allowing voice recording. Additionally, the product is portable and does not rely on electricity or internet for functioning. Furthermore, it can easily be added to an accompanying strap to make the device fully hands-free.
However, several drawbacks also exist. From an ergonomic perspective, product size and shape issues have been experienced, with it being too large for some users and uncomfortably narrow for others. It's incompatible with glasses and the strap has been reported as uncomfortable to use. Similarly, users find it extremely challenging to breathe while using the device. In terms of performance, although BeltBox claims to reduce noise up to 30dB, some users report only 5-10dB reduction during singing. Users claim dampening is mostly effective on high register dB only, with users also suffering an increased likelihood of 'oversinging' due to impaired self-auditory feedback.
Our second largest competitor is HushMe. This device is described as portable and lightweight, with features including connection via Bluetooth, built-in earbuds, and on-board controls for volume, power, and playback.
However, it is noticeably expensive at $230, with a somewhat bulky appearance that may look silly. Users with facial hair have reported discomfort, and it has been noted to significantly distort the voice.
The third largest market share belongs to Porta-Booth Plus. This is a collapsable and simple set-up vocal booth. Rather than needing to travel to a studio to receive studio-level sound clarity, users can set up this booth, install their own microphone, and practice from the comfort of their own homes.
Yet, while portable, it still weighs between 4.5-7 lbs depending on the model you chose, and it ranges in price from $200-$390. Furthermore, while it provides nearly studio-level acoustics, it doesn't completely dampen voices. Lastly, users need to factor in the time it takes for equipment setup.
Our team has successfully identified a design void within this market space. Currently, there appears to be a gap in products that offer both comfortability for extended usage and efficient sound attenuation.
As shown above, there is a clear gap in the quadrant containing a product that is not only comfortable, but also capable of effectively attenuating sound. The yellow dots on the chart represent our finding from competition analysis about the market share that each of the existing product holds and our aim to acquire. More about the same can be found in the market value proposition linked below.
Our goal is to develop a product fulfilling these traits, thereby positioning ourselves distinctly among the competition.