Advice requested for explaining totally new training/racing device to Tri community

Triathlon Forum
1

ST Gang - Need your help. We’re in final testing of a new patented triathlon training/racing device (AerobarEdge.com) that will be available in early 2015 and would appreciate your advice. Our struggle is that instead of being an enhancement of something (ie, better wheel, helmet, seat, etc) it’s a totally new concept. Even when Mr. Krabel stopped by at Interbike (and eventually highlighted device in his write-up), he had no idea what our device did until we actually described it. So when talking with someone, they TOTALLY get it - and usually dig it. But when we start advertising in December, we’ll be trying to capture attention from people who don’t even know such a device exists.

Brief description - the small, arrowhead shaped device allows the triathlete to record when you are in/out of the aero position and then cross-reference and analyze power, HR, cadence, speed in aero vs. non-aero. It also allows you to see at what incline you bail out of aero (ie, 1%? 2%?), what your aero segment lengths are before you sit up (ie, 20 min? 40 min?) and the % of time you spend in aero on a ride. You can also compare early season tendencies (when maybe you haven’t spent much time in aero off-season) to race season tendencies once you’ve started to dial it in.

Coaches really see the value, as it adds a new level of accountability to the training plan they provide their clients. And Bike Fitters seem to love it, as it not only may point people to the need for a bikefit due to a low % of time in aero but it also shows their clients the positive impact of their fit by doing a pre/post fit ride with the device and noting the functional differences.

So - any suggestions? We’ll obviously get the device out to experts for their reviews and we have a basic video on how it works on our website. But HOW do we communicate on a banner ad here on Slowtwitch or similar pursuits elsewhere something that nobody has seen before and so they have no idea what it is or why they’d find it so valuable? I hope my question makes sense. Instead of explaining “better” - we have to figure out how to share the value of “totally new.”

Thanks for the assistance!

-Brad
AerobarEdge.com

2

I think you’re over thinking this. Maybe other people are different, but if I see an ad for a product that I know I am in the target market of, and I know nothing about it… I’ll just click on the ad or look it up so long as it doesn’t look too sketchy. Where you need to focus is how you present the information once they get to your website

3

Brief description - the small, arrowhead shaped device allows the triathlete to record when you are in/out of the aero position and then cross-reference and analyze power, HR, cadence, speed in aero vs. non-aero. It also allows you to see at what incline you bail out of aero (ie, 1%? 2%?), what your aero segment lengths are before you sit up (ie, 20 min? 40 min?) and the % of time you spend in aero on a ride. You can also compare early season tendencies (when maybe you haven’t spent much time in aero off-season) to race season tendencies once you’ve started to dial it in.

You need to be able to rephrase this much more succinctly, to really get to the most basic essence of the product. Once you can describe it in 20 words, then you’ll be able to craft a banner ad. In other words, you’ve got a good elevator pitch, but now imagine there are only 3 floors in the building.

I’d probably have two images of someone on a bike in both positions somewhat overlaid, but tinted in different colors (say: red and blue). Next to that, some random values in a table with 2 columns (red and blue numbers) and rows for power, hr, etc. Obviously, I’m no mad man.

4

I’m not sure how to help you market it (and have thought in the past this info could be interesting and eye opening for some).

But how about an add on module that goes in your saddle and shocks your taint at a predetermined time that you are out of the aero bars if the incline is under a certain %.

5

It sounds like your issues is not describing what it does but why people need it what it does sounds simple: it can tell and record when you are and are not in the aerobars. For me, it sounds to me like a potentially useful fitting tool and more so an accountability tool. Not unlike a powermeter :stuck_out_tongue:

6

ST Gang - Need your help. We’re in final testing of a new patented triathlon training/racing device (AerobarEdge.com) that will be available in early 2015 and would appreciate your advice. Our struggle is that instead of being an enhancement of something (ie, better wheel, helmet, seat, etc) it’s a totally new concept. Even when Mr. Krabel stopped by at Interbike (and eventually highlighted device in his write-up), he had no idea what our device did until we actually described it. So when talking with someone, they TOTALLY get it - and usually dig it. But when we start advertising in December, we’ll be trying to capture attention from people who don’t even know such a device exists.

Brief description - the small, arrowhead shaped device allows the triathlete to record when you are in/out of the aero position and then cross-reference and analyze power, HR, cadence, speed in aero vs. non-aero. It also allows you to see at what incline you bail out of aero (ie, 1%? 2%?), what your aero segment lengths are before you sit up (ie, 20 min? 40 min?) and the % of time you spend in aero on a ride. You can also compare early season tendencies (when maybe you haven’t spent much time in aero off-season) to race season tendencies once you’ve started to dial it in.

Coaches really see the value, as it adds a new level of accountability to the training plan they provide their clients. And Bike Fitters seem to love it, as it not only may point people to the need for a bikefit due to a low % of time in aero but it also shows their clients the positive impact of their fit by doing a pre/post fit ride with the device and noting the functional differences.

So - any suggestions? We’ll obviously get the device out to experts for their reviews and we have a basic video on how it works on our website. But HOW do we communicate on a banner ad here on Slowtwitch or similar pursuits elsewhere something that nobody has seen before and so they have no idea what it is or why they’d find it so valuable? I hope my question makes sense. Instead of explaining “better” - we have to figure out how to share the value of “totally new.”

Thanks for the assistance!

-Brad
AerobarEdge.com

Hi Brad, you’re making all the classic mistakes but they’re easily fixed if you get the correct advice.
If you really want to launch this successfully, I can get you the advice you need.

Call Gary at CloudNet360.com and tell him you’re a slowtwitcher and he’ll give you a free 1 hour consult.

There’s no reason for you to try and figure all of this out on your own and the advice you receive in any forum can be spot on or really off target.

7

That sounds like a cool device - There’s no point upping your FTP 20% if you can’t stay in the aerobars, and I’m the poster child of that. It’d give people another variable to try and maximize during training. And like power (and unlike, say, cadence or heartrate), “aerobar percentage” would be something that you absolutely want to maximize.

“Measure your aerobar usage”
“Maximize your aerobar usage”
“Got a fast tri bike? Make sure you’re using it to its maximum”

You could poke fun at guys who put out lots of power but never stay in the aerobars.

8

That sounds like a cool device - There’s no point upping your FTP 20% if you can’t stay in the aerobars, and I’m the poster child of that. It’d give people another variable to try and maximize during training. And like power (and unlike, say, cadence or heartrate), “aerobar percentage” would be something that you absolutely want to maximize.

“Measure your aerobar usage”
“Maximize your aerobar usage”
“Got a fast tri bike? Make sure you’re using it to its maximum”

You could poke fun at guys who put out lots of power but never stay in the aerobars.

Thanks for the encouragement AHare!
Some good thoughts everyone. Please keep 'em coming!

-Brad

9

First off this is really neat.
I think that this would be super popular if this device would easily integrate with Garmin devices. In other words, if this was tracked as a metric that can then be overlaid with Strava - I’d buy it in a heartbeat.

10

Hi Brad, you’re making all the classic mistakes but they’re easily fixed if you get the correct advice.

I think he’s being genius-level brilliant. He’s advertising for free on Slowtwitch in the guise of seeking advice, which ST experts adore.

Edit: I’m not accusing him of intentional guile, just pointing out the end effect.

11

The trail strategy.

First, take a page from GoPro and give them out like candy to pros. Or at least to a group of pros with a little sumpin’-sumpin’ so they’re “invested” in the product.

Then your ad is a two part animation that hits two key audiences: the technical and the non-technical.

The first ad shows a pro, lets say Jordan Rapp, in the aero position in full attack mode.

“At his last Ironman, Jordan spent 99.4% of the bike leg in the aero position en route to a bike course record. What was your percentage?”

Then after 4 seconds it switches to a graph that shows the horrific damage to CdA that occurs out of the aero position at >20MPH. This will give all the ST weenies a stiffy.

12

Hi Brad, you’re making all the classic mistakes but they’re easily fixed if you get the correct advice.

I think he’s being genius-level brilliant. He’s advertising for free on Slowtwitch in the guise of seeking advice, which ST experts adore.

Edit: I’m not accusing him of intentional guile, just pointing out the end effect.

True, it is a classicly good move an proven effective.

But why stop at one? The advice so far is a little less than “expert”.

This is the reason I usually try to avoid getting free help for people because they value it at the price paid. I just happen to be a sucker for the underdog and Brad is definitely in need of experienced help versus forum advice.

The last guy I tried to help off Slowtwitch wasted a lot of time and cost me a few “I owe yous” so I should probably quit doing this.

So Brad, I’ll still get you the free consultation but you’ll need to commit to sending $50 - $100 to a Slowtwitch charity so you place some value on what I’ll be getting for you. Otherwise, stick with forum advice and maybe it’ll get you where you need to go anyhow.

13

Best way to explain it? Give samples away like candy to pros, top level AGers, dcrainmaker, the ST product review crew, Triathlete magazine, etc… If it’s good, they’ll explain it to your target audience for you, and possibly identify target audiences that you hadn’t even thought of.

14

Thanks YTS. That helps. We probably could tweak our website a bit. I think if folks will take 2 minutes to look at what it is, they’ll get fired up about how it’ll help their training/racing. But people are busy, so it’s earning the opportunity for them to invest that initial 2 minutes.

Appreciate it!

15

Thanks Goobdog - will keep your kind offer on the radar screen. The charity contribution is no problem if we do connect, as we always devote 10% of our profits to charities.

Keep it coming everyone. Very much appreciated!

16

Thanks Goobdog - will keep your kind offer on the radar screen. The charity contribution is no problem if we do connect, as we always devote 10% of our profits to charities.

Keep it coming everyone. Very much appreciated!

Here’s a quick tip… You have everything wrong because you’re too close to the product ie the creator.

I read your website and watched your video and it’s the classic error of selling features versus selling benefits.

Quit telling me what it does and start telling me what it does for me because that’s all I care about.

You need to reverse your entire message and start telling me that I’ll save 4 minutes every 40k (for example). And once you have my interest, then, and only then, will I care about the “features”.

Product developers / owners have the hardest time with this concept. And even though we know this at my company, we still do it. We develop an entire advertising program and then when it’s done we look at each other, shake our heads, swear a few times and then start over… Often multiple times.

So don’t feel bad about doing it, but don’t keep going as you’re going today because you’re making huge mistakes.

17

Thanks Goobdog - will keep your kind offer on the radar screen. The charity contribution is no problem if we do connect, as we always devote 10% of our profits to charities.

Keep it coming everyone. Very much appreciated!

Here’s a quick tip… You have everything wrong because you’re too close to the product ie the creator.

I read your website and watched your video and it’s the classic error of selling features versus selling benefits.

Quit telling me what it does and start telling me what it does for me because that’s all I care about.

You need to reverse your entire message and start telling me that I’ll save 4 minutes every 40k (for example). And once you have my interest, then, and only then, will I care about the “features”.

Product developers / owners have the hardest time with this concept. And even though we know this at my company, we still do it. We develop an entire advertising program and then when it’s done we look at each other, shake our heads, swear a few times and then start over… Often multiple times.

So don’t feel bad about doing it, but don’t keep going as you’re going today because you’re making huge mistakes.

Possible tagline: “measure your riding position in realtime”

I agree with the above comment. Find out jhow much time a typical AGer spends out of the aero bars vs. a pro (give out some samples and track data). Then come up with a time savings claim that you have at least some thin data to back…

18

Jordan - that’s our hope - that folks see this as a training/racing tool with benefits similar to power meter in terms of enhancing overall results. We don’t want to overhype it, but the ability to analyze these patterns should be very valuable. We’ll see!

-Brad

19

It’s an interesting product.

I can imagine if you make it emit on ANT+, we could see a new metric pop up and eventually a new sensor type?
I wouldn’t mind adding it on my bike and getting 1 more sensor, already have a tons and the more data I have, the better I can see where to improve :wink:
You could check how the other type of sensor company are advertising (heart rate strap, cadence sensor) to give you ideas.

Good luck!

20

Maximum Trainer - the device actually is designed to allow us to activate ANT+ at some point (it’s built into current computer model). We’re launching using BLE, which allows users to upload and then cross-reference/analyze using Garmin or similar data from the ride.

We hope you’re right - and that this becomes a critical data point for enhanced results alongside power, HR, etc. We obviously think it has that value. The market will confirm whether we’re right or not!

Thanks,

Brad