Customer & Market Research
COMPETITION ANALYSIS
Embedded Files
In our analysis, were determined that the market is highly fragmented. With over 29 helmet brands alone and a few alternative accessories that bring comfort and portability to helmets, many of solutions are ones that consumers don’t fully recognize or are at least dissatisfied with. Below is a summary of our key findings.
KEY COMPETITIVE FINDINGS
Major players focused mainly on sports and recreational helmets, not everyday comfort
More portable helmets have a nascent presence in the market
Helmets that are portable mostly fold into 50% their size, but are still bulky and far from comfortable
Other portable helmets have not achieve safety standards
KEY RISKS & CONSIDERATIONS
Major players have a large market share, partnerships with other sports and biking related vendors, and massive manufacturer capabilities to quickly develop or reverse engineer better helmets that exist in the market
Despite there being a number of players emerging in the comfort space, many have very little market share and hold very little presence and brand recognition with consumers. This potentially demonstrates that comfort isn't always the first consideration on users minds when they are making their first helmet purchase - but will recognize the need for comfort retroactively.
Because the market is highly saturated, building a helmet-based solution may not be the best approach. Therefore, there may be more opportunity to develop a solution that becomes an accessory to bike helmets, and therefore conducive to partnering with other major players.
POSITIONING MAP
Our positioning map focuses on comfort and portability, where comfort encompasses ease of wearing, air flow, and general fit, while portability represents adaptability compatibility functions. Using customer reviews, product descriptions, and revenue estimates for each competitor, we were able to generate this positioning map, which reveals a large concentration of players in the low portability space.
While there may be a reason for this, namely building a lightweight, compactible helmet presents engineering tradeoffs with safety, there are a couple brands in the high portability space that highlight the fact that there are several proof of concepts in the market that have been able to achieve both portability and durability. Despite this however, many still fair to meet customers' comfort needs.
This presents a unique opportunity for our solution, Zephyr, to develop a solution that brings more comfort and portability to existing protective headgear for bikers. Therefore comfort and portability will be our two driving factors defining our product requirements.
Report abuse