Neurotact x Exotact is the product developed by Team Kensho in response to Adidas's primary research question, "How can Adidas embrace a true circular economy with far more reuse and recycling incorporated, while ensuring that all products travel from factory to foot in a more sustainable way while providing an engaging consumer experience?" Neurotact x Exotact is a modular football helmet chinstrap with an added compression neckband that has built-in motion monitoring capabilities. Neurotact x Exotact reduces development of CTE through updating football coaches on player condition through a mobile app in real time. Using motion centers installed in the chin cup, Neurotact x Exotact measures potential brain trauma received while the compression neckband reduces brain trauma through decreasing angular rotation of the head during high-risk scenarios. This thesis documents Team Kensho's attempt at proving the business model of Neurotact x Exotact. The final business report on Neurotact x Exotact is the culmination of all the research and business development conducted in order to validate Neurotact x Exotact as a valid product that meets stakeholder expectations, makes global impact, generates savings, creates sustainability, and improves the world through sport. Neurotact x Exotact is proven through the lean startup business model, where various assumptions on customer segments, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure are examined and confirmed through market research and analysis. In addition to the final business report, additional documents include the Fall 2017 business report to give background on the development process behind Neurotact x Exotact as well as a reflection paper on the W.P Carey academic experience and the role this experience had in the creation of Neurotact x Exotact.
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