Cuno Singer from Dyson Switzerland visits the course "Entrepreneurship in Technology Ventures" at the ETH in Zurich, here's the presentation.

1. Believing in Innovation – Marketing as a Must
Entrepreneurship in
Technology Ventures
ETH Zürich
21st September 2010
Cuno Singer, lic.rer.pol
Managing Director Dyson SA (Schweiz)

2. What is frustration?

4. Agenda
1. Dyson (45 min):
History
Company values
Technology/products
1. Feedback (10 min)

5. Who is James Dyson?

6. Growing up in Norfolk (GB)

7. From a creative do-it-yourselfer …

8. … to an inventor
Sea Truck

9. Dyson history – the beginning
The James Dyson story begins in the late ‘70s. A small group of young design
projects
engineers gathered around James Dyson to work on different projects in
Dyson’
Dyson’s garden shed.

11. Bags clog

12. From inspiration …

13. … to the first bagless vacuum cleaner in the world

14. Dyson is different
Spinning air creates Higher speed gives More cyclones create higher
centrifugal force. higher centrifugal force suction power

15. Constant suction

16. Other advantages of the cyclone system
• No additional cost
Bag/filter -> CHF 420 over 5 years
• Less energy consumption
CH average 2009; 1’806 watt
Dyson; 650 up to 1’400 watt
• Since 2008: 5 years guarantee

17. Other “bagless” vacuum cleaners clog

18. Clean expelled air

19. 3 years and 5’127 prototypes later

20. Another 3 years and 5 continents later
G-Force
1985

21. DC01
1993

22. Dyson today
Source: - Dyson Limited

24. Dyson floorcare volumes 2009
Distributors
2%
Asia/Pacific
UK
8%
Europe 23%
21%
Canada Japan USA
4% 8% 34%

25. Dyson today (MAT 2009)
36,8%
18,2%
29,2%
2
13,9% 13,2%
23,9%
20,1%
25,1% 15,7%

26. Dyson today (MAT CH 2009)

27. Dyson today (MAT CH 2009)

28. Company values

30. Frustration

32. Frustration
1862 1950 2008

33. Solution (2009)

34. Not every good idea is a success

36. Alec Issigonis with his first Mini

39. I’ve
I have not failed. I ve just
found 10,000 ways that
won’t
won t work.
Thomas Edison

43. Edgar Rutter
President Hoover

45. Believing in Innovation – Marketing as a Must
Communication NPD Distribution
TV Make things work Better floor
PR better – as well in presence
new categories
More layers – more Trained and
messages motivated store
staff
Aftersales Support – Call Center

46. TV commercial 2010

47. Print

48. PR
Swiss Innovation Forum
20min: JDA
NZZ: Airblade
NZZ: DC31
Workshop
Bilanz: press trip Saldo
SF1: Press trip

49. Dyson Academy

50. Dyson philosophy
“Design is not about the way a
product looks, but the way it works.
At Dyson over 450 scientists and
engineers work in Research and
Development. They’re employed as
true innovators - challenging existing
technology to create everyday
products that work better for the
consumer.”

51. Balloons and Dyson Air Multiplier fans

52. Questions/Feedback