Robert A. Kusyk Co-Founder & Chief Executive Officer University of Virginia School of Law Finance...
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Transcript of Robert A. Kusyk Co-Founder & Chief Executive Officer University of Virginia School of Law Finance...
Robert A. KusykCo-Founder & Chief Executive Officer
www.OESHshoes.com
University of Virginia School of LawFinance of Small Enterprise—Richard D. Crawford
October 20, 2015
Start Me Up…
1. MUST synthesize a Differentiating Benefit unique to your product
2. Product must compare favorably—Value AND Price—vs The World of Substitutes (usually gigantic brands) to create each and every discrete transaction
3. Know your satisfied customers better than anyone—their interpretation of #1 is your Brand Image
4. Innovate carefully—don’t lose your mojo to an itchy finger
5. Listen to complaints to improve the product & minimize returns
6. 0/day to 1/day is the toughest hurdle to clear—1 to 2, 2 to 4, etc. gets easier and easier IF you stay TRUE TO #1
7. 100 customers are good, but need 1,000 customers to have a viable business…and grow
8. 1,000 repeat customers—a sophisticated amplification of Brand potency—is a transformative achievement for a Start Up.
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Developed by Dr. KerriganOESH shoes are the brainchild of Dr. Casey Kerrigan, a Harvard M.D. who spent over twenty years studying the effect of shoes on human motion and forces during walking and running. In designing OESH Dr. Kerrigan didn’t start with tradition. Rather, OESH started with an entirely new platform, founded upon the medical research world’s most sophisticated laboratory observations.Driven by a devotion to women’s health, wearing OESH is different than wearing typical shoes–and so are the results.
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0 10 20 30 40 50 60 70 80 90 100 -0.1
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High Heels Barefoot
% Gait Cycle
Coronal Knee Torque
Val
gus
V
arus
N-m
/kg
-m
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Effect of Running Shoes on Knee Varus Torque
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Plantar Fasciitis
Anterior TibialStress Fracture
Medial Knee Osteoarthritis
Metatarsalgia
Illiotibial BandSyndrome
Shin Splints
Gluteus Medius Tendinopathy
TrochantericBursitis
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An Entirely New Paradigm for Footwear
Protect the footMinimize stress and strain at the foot
levelEliminate shock absorption at heel strikeAllow the foot to appropriately pronate
into midstance Do not increase the coronal joint torques
Provide true compliance when and only when it is needed at the active peak
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Targeted Compliance
OESH Shoes minimize stress and strain throughout the lower extremity by providing targeted compliance exactly where it is needed--in the coronal plane—and exactly when it is needed—at the peaks of the ground reaction force--when virtually all overuse injuries occur
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Targeted Compliance => Healthy by Design
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Targeted Compliance => Healthy by Design
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Institute of Electronic and Electrical Engineers (03-14) The Race to Build a Better Shoe
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Autodesk Line/Shape/Space innovation blog (08-15) How to Become a Product Designer:
A Medical Doctor Shifts Career From Academia to Shoe Design
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If I wanted to Counsel a Start Up…
1. MUST completely understand Differentiating Benefit of your client’s product. It’s right there where you learn the most
2. When the client discusses strategy with you, be especially mindful of & Counsel toward the long term. Be clear if something strikes you as stupid
3. Especially while the company develops sea legs, stay in your lane—e.g., if an IP expert, stick to IP
4. Best counsel is to be supportive, an advocate, and provide peace of mind. Anything you do regularly that is technical in nature—mundane (but timely) filings, insurance suggestions, and the like—is value-added to the client
5. Value-added becomes invaluable in but a few years.
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