Business plan · Hong Kong
AirFit
Not a fitness product — a jacket with a clean-air filter in it, for people breathing the worst air of their day underground. Four of us built the company, the five-year plan, and the field research behind it.
- My role
- Product · Research
- Founders
- 4
- Market
- Hong Kong
- Deliverable
- Business plan · pitch
The problem
Hong Kong's air quality is a health cost people already respond to — you can watch them do it on the metro. The question was whether "people wear masks" is a market or just a habit, and the only way to answer it was to go and count.
What I did
I ran the research: time in metro stations, on the street, and in clothing stores, counting how many people were already wearing masks and comparing that against the day's pollution index to see whether the two moved together. That evidence set the positioning, the five-year plan, and the pitch — sustainable production in Hong Kong, for Hong Kong, rather than a product exported into it.
Outcome
A complete business plan and pitch for filtered outerwear, with demand evidence collected by hand instead of assumed. It is the project that taught me how far targeted research beats a confident guess.
Mine
- Field research and survey design
- Positioning
- Business-plan documentation
Not mine
- Written jointly with Beaty McKnight, Aidan Toohey, and Chris Van Vreden
- Founding team
- 4
- Plan horizon
- 5 years
