1. ‘Last Minute Decisions’
Presents
‘Chubby-Checker 3000’
A Directed Study Report
By
Killian Stone (09005157)
Denis Cronin (10103031)
&
Killian Vigna (10129758)

2. 2.1 Project Objectives
 For this project we are looking to create an application for smartphones users who are trying to find a
way to monitor their weight loss or gain controls.
 The aim of the application is to allow users keep control of not just weight management, but also their
internal and physical appearance.
 With this app, the user will input body mass index measurements, which will in return, display not just
their body fat measurements, but also their muscular composition too.
 The app will be a free download for owners to use in conjunction with the purchase of our Skin Fold
callipers product.
 The skin fold callipers will contain direct instructions for all users (beginner to professional) allowing
them to achieve the most accurate measurements, which will in return send their results via a Bluetooth
feed, to their smartphone app, where it will be saved for further records.
 Along with measurements, the app users will then take a full body photo to save with their
measurements, to allow both internal and external management.
 The Skinfold callipers will be made available in most sporting and pharmaceutical outlets, with a
unique code for a free download of the monitor application.

3. 2.2 Project Summary
The reasoning behind opting to call our product the ‘Chubby-Checker 3000’, is as it makes the user’s goals a
more enjoyable, and fun experience. The Chubby-Checker 3000 is a catchy name that sounds more impersonal,
and less daunting than something with that of a more serious title. It’s an option the buyers have chosen to
purchase themselves, allowing them to keep records in their own time, and just like the title, it proves the
callipers and application are very simple to (once in conjunction) use. It takes very little time for the user’s, once
honestly and (with the use of our professional instructions) correctly used, it should only take the average user
between 10-15 minutes, once a week to use, and over time (depending on progression), this time will drastically
decrease, motivating the user to never miss a ‘Weigh-in’.
With access to this application, the users will then be able to send their Skinfold measurement results through a
Bluetooth feed from the callipers to their app diary where they will have simple use of monitoring their
progression, and can be used as a personal motivational tool, thus as we aim to achieve, more determined
individuals.
The commercial aims of the Skinfold callipers is to have our product displayed, and available for retail in all
major Sports stores, and Pharmacies in Ireland. The callipers will be purchased at the recommended retail price
given, and comes with a free download code allowing the ‘Chubby-Checker 3000’ calliper owners access to
obtain the smartphone app diary as a free bonus.
Although our main objective is to provide the main Sporting and Pharmaceutical companies in Ireland with our
callipers product and our free app download from main online application stores such as iTunes and the Android
app store, we will then broaden our products to a larger market, with the introduction to product collaborations.
The next step in expanding commercially would be to lease out the retail licence of our Skinfold product to such
retails as Health stores, followed by Fitness Instructors in Gym’s across the nation. Along with branching out to
further chain’s. Following this, we will then, like the ‘Nike +’ products which we have seen drastically increase
throughout its market since their launch, release extensions to our callipers and app products.
The market we are aiming to break into is the sales of a physical product, which can then allow the consumer,
obtain a free app download for their smartphones. Such ideas could range from buying a bicycle, and instead of
then having to purchase a cycle computer separately, you will receive a free app download which will wirelessly
transmit such achievements as ‘Distance of your cycle, average speed, time taken, calories burnt, wheel
rotations’ and so on to your smartphone, or you could buy a kettle, with an app that count’s down exactly how
long the kettle will take to boil, depending on how much volume is added for people who are in a separate room
to the kitchen, which would prove extremely useful for people entertaining guests as there will be no need to
keep exiting the room to check if the water is boiled or not.

4. Diagram of Our Concept
Below are some simple images found from different apps and modified in order to show the user how our
product will work.
2. The user selects which point they want to measure
1. The callipers are connected using the diagram given. They are then given an
automatically to smart instructional video on how and where to measure
phones via Bluetooth. this point on your body.
3. Results are given after every
measurement is taken.
4. User can take pictures once a week after they have
taken their measurements. These are then stored so
you can keep track of how your body is progressing.
5. The user can select from number of
different work out videos according to what
body physique they wish to accomplish.

5. 2.3 Commercial Opportunity
1. What gap need or problem in the market does the technology address?
The main questions we wanted to ask here were;
 How many people have set about wanting to make a change in the way they look?
 How many people have spent a fortune on Gym memberships as part of new year’s resolutions, or a
last minute bid to achieve the ultimate beach body for before their summer holidays.
The unfortunate truth here is, many gym goers often lose their motivation to continue working out when they
cannot see immediate physical affects, or they believe they are gaining weight rather than losing it due to slow
alterations of their physical shape or the weighing scales has told them there has been no change in weight for 2
weeks (due to the loss of fat, and increase in muscle).
The unfortunate truth here however is this may be due to an increase in muscle gain which is a regular result in
people who tend to incorporate weights into their training routine, but due to poor health education, very few
people realise they are actually gaining lean muscle, which weighs more than fat. Due to the misconception of
muscle and fat compositions, The aim of the ‘Chubby-checker 3000’ is to raise awareness about this issue, and
we plan for our product to better help these people understand how their body reacts internally as they work
out.
At the moment there are numerous other devices and applications to help gym goers lose weight or gain
muscle. However, the main advantage our product has over the competition is, our product tells you how much
fat you have burnt AND how much muscle you have gained. This is achieved through our collaboration of a
Bluetooth enabled digital callipers and smartphone application. The callipers automatically synchronises with
your smart phone application keeping a digital record of your body, or ‘smartphone diary’ as we like to put it,
along with the ability to take a full body photo and store it with your calliper measurements. This gives the user
a simple yet effective way of monitoring their external physique, and internal health.
We plan to sell our product in sports shops (Lifestyle, Elverys) and Pharmacies (Boots, McAulys) aiming at
both the male and female population. The callipers will be purchased in stores and contain a code which will
enable the user to download the application via app stores such as the android app store or iTunes, with no extra
charge.
The market segment for our first product is aimed at the fitness industry, as this is a rapidly growing section of
the market which according to ‘livestrong.com’ is expected to exceed $10.5 billion by 2015. Following the
launch of our product- application synchronisation, we will then plan on extending this kind of simultaneous
marketing strategy to further product-application collaborations such as our previously explained Bicycle-
smartphone computer download, and the Kettle-Boiler countdown application.
At the moment, we are currently aiming our ‘Cubby-Checker 3000’ product at all male and females in the 18 –
50 age group with smartphones, who wish to improve their physical appearance without the over heads of
costly Personal Trainers, and expensive Gym memberships.

6. 2. What are the current approaches to address the problem and why is the proposed technology
better than these?
Similar Products on the Market
There are many tools and electronics out there which can find a person’s body fat percentage. However many of
these ways are either expensive our inaccurate. In the beginning of this project we searched for the different
methods in which a person can measure their body fat percentage.
One inexpensive way was to take certain measurements of certain parts of the body and calculate your body fat
percentage however this way is much more inaccurate than using a skin fold callipers.
One of the other popular methods out there was Hydrostatic weighing where by the person is submerged under
water and they are weighed under water and above water by doing this it is easy to calculate the users body fat
percentage. But the downfall to this method is the fact that the person has to have the correct facilities available.
They would have to visit research labs, universities, or hospitals and this process can take up to 30 minutes
costing $100-150.
Looking at every option on the market we felt our Bluetooth enabled wireless callipers was the most accurate
and reasonable priced instrument on the market. We are aiming our product at the people who have very little
time and money. Our product offers the user an easy way to work out at home and keep record of their body’s
changes.
Although there are many skin fold callipers already on the market we feel our product is current and extremely
user friendly. Below is a table of similar products on the market which are our main competitors.
Product Advantages Disadvantages RRP
Basic skin fold No guide for how to use. €14.99
Callipers Simple basic callipers
Though to read accurately if
taking measurements alone.
Calculating body fat percentage
manually may lead to inaccurate
results unless a professional is
with user
AccuFitness Fat-Track Digital Callipers displays results on screen Cannot digitally store €34.99
II information on body fat
Accurate results
Offers no help in lower your
Simple design of product. For easy use body fat percentage.

7. FatTrack® PRO - This can hold up to 50 users profiles with the Very expensive due to personal $119.00
Digital Body Fat last 3 readings. training software and so much
Measurement System memory for storing results.
Built with high quality materials for the most
accurate result.
Provides user with a personal training
software
Clear easy to read LCD screen
Slimguide Callipers Helpful booklet on how to use €19.99
Simple plastic Callipers
Though to read accurately if
taking measurements alone.
Although you receive a booklet
of information on how to
calculate your body fat
percentage, as it is manually
inputted it leaves a better chance
of an inaccurate result
Chubby-Checker 3000 Digital Bluetooth callipers/ stores information Expensive due to better TBC
on smart phone app technology
Easy to read and keep track of results
Offers exercise planes
Offers video tutorials on how to take
measurements for the most accurate result
Visually body diary
All of your information is at your finger tips
so you never fall behind on your exercise plan
Simple to use as measurements are
automatically sent to your Smartphone
application
From this table you can see how much new technology can enhance this product making it easier for users to
calculate their body fat percentage and we hope to influence more and more people to use our product as thanks
to the enhancement in technology users can use this easily and obtain accurate results at home.

8. 3. Describe the markets and consumers where your technology will have the strongest commercial
potential.
We know our product, the ‘Chubby-Checker 3000’, will have the strongest commercial potential in the
health and fitness market. We aim to achieve sales in all large pharmacies and fitness stores around Ireland
with the potential to expand to a global market in a few years. We would first aim to sell our product in the
shops to the general public and then consider licencing the product to third parties such as gyms and hotels
so that they could allow their members to use the product which may result in more sales of the product as
people wish to use it in their own homes.
The health and fitness market has been growing rapidly in Ireland over the last four to five years mainly due
to an increase in hotels, which has grown by about 33% in the last 5 years. There are also around 500
leisure centres in Ireland now compared to about 200 up north.
We plan to use our product to take advantage of these growing markets by making it available to the public
in all sectors of the market. As the public become more health conscience due to government campaigns to
rid the country of obesity we believe more and more people will be looking into monitoring there health
from home. For this reason, we have chosen to aim our product out to these people we believe it could
become as common as a weighing scale in a bathroom. People like to know how healthy they are and our
product supplies them with a simple yet effective way of monitoring their body fat percentage as well as
muscle growth.

9. 2.4 Economic impact
Describe the commercial potential of the project output(s) in terms of providing a basis for setting up a
new commercial enterprise and/ or licensing the technology to improve the competitiveness of industry.
This product will be of great interest to Gyms and other fitness centres around the globe, allowing them full
control of the ‘Chubby-Checker 3000’s right’s whereby only their customers will have full access to the
product-application collaboration, meaning customers will then have to pay excess membership fees, while only
being able to have limited access to the product. We will however refuse to give full licencing of the product to
a third party as our target market is aimed at everyday consumers who can have exclusive access whenever,
wherever they feel, and have complete control to their monitoring goals.
For this reason, we have chosen to begin leasing out only selling rights to Sporting chains and Pharmaceutical
companies across Ireland to begin with, therefore preventing our product becoming a ‘gimmick’ across the
market and a reason to raise the costs of gym memberships across the nation. Each company will have a
‘Chubby-Checker 3000’ Skinfold callipers for sale to the public, and on purchase of the item, the consumer will
then receive a unique application code to download for free within the product, therefore making our product
more appealing as there will be no hidden app charges to avail of the full product.
Comparing our product to the Nike + iPod application which uses both a product (the shoes) and an application
to work, we can see how well a product like this can do in the market.
“So far Nike has sold 1.3 million Nike+ iPod Sport Kits, according to SportsOneSource, and 500,000 Nike+
SportBands (at $59 apiece), wristwatch-like devices for runners who don't want to listen to music. While sales
from these products total $56 million” (businessweek.com)i
As a start-up company this product could lead towards other weight control/muscle gaining equipment being
interwoven with smart phone applications for ease of use by the consumer. As the product began to sell, newer
products could be introduced to the market by the company as a potential market will have already been
outlined by the first product sales.
As with the Nike+ iPod Sports Kits, our ‘Chubby-Checker 3000’ is an innovative idea using both a physical
product along with a smart phone application. As this market continues to expand, the potential ideas possible
also increase evermore. As physical products alongside applications become more common on the market it is
hard to see where it could end up. Bicycles being sold alongside apps that count the revolutions of the wheel or
speed/distance travelled, tools being sold with applications on how to use them, the possibilities in this market
are endless as it is a fairly newly discovered corner of the market.

10. 2.5 Technology Innovation
1. Describe the proposed technology development.
In order to bring this product to market some technological knowledge is required. First of all, a digital calliper
must be programmed to connect with a smart phone so that the application on the phone can process, save and
display the data gathered by the callipers. For this to work, we need the Skinfold callipers to be Bluetooth
enabled in order to connect up to the users smartphone. This will require getting a programmer to write some
code for both the application software and the physical callipers. Once the product and the application could talk
to each other without any mistakes in the code and bug free, then the ‘Cubby-Checker 3000’ product will be
ready for prototype development and testing on a closed market.
To design an app program suitible on both iPhones and Android smartphones, we need to find a C++
Programmer to create the technical side of the apps, while working closely with ourselves to create the User
Interface we
Once the complicated coding has been done then a working prototype could be built which could be used to
show the full potential of the product. The best way to test the prototype would be user testing, so for this reason
we would create a few prototypes and give them, along with the application, to a small group of test users. We
would ask them to use the product and application for a 90 days and see how they use it, as well as if they feel it
works, or helps show any physical changes in their body.
Once the 90 day trial period is up we would then gather our test users for a short interview in which we could
get further feedback on the product and discover any flaws left in the coding of the product. If all test results are
returned positive then the product would be ready for sale to the public.
The final to market product should, hopefully, be a simple digital callipers that the consumer would find easy to
use. The consumer would use the smart phone application to tell where exactly on their body they should be
measuring, as well as storing and viewing the results of passed measurements. The collection of data stored on
the application over time should allow the user a vivid and well laid out interface so they can easily understand
the data presented to them and be able to tell whether or not they are making progress towards their physical
goal.
As of right now this product cannot be fully made by our team as no one has a strong enough understanding of
programming in order to write the code needed for this product to work. However the smart phone application
could possibly be created easily enough by our team and if a professional programmer was hired to write the
code then this product could quickly become a reality.

11. 2. Describe the status of the technology in terms of intellectual property rights.
Looking into our intellectual rights we were hoping to patent our product as a wireless device
however in the early stages of this project we found a research group from a Portuguese university
has developed a wireless skin fold calipers to evaluate body fat mass and percentage by measuring
skin fold thickness and have already applied for a Patent on this product. ii Although we felt as our
product had been created it reassured us that the technology was out there already, which left the
market open for us as we were confident in getting our Bluetooth enabled calipers created.
As there are so many products on the market already that sync up with a users smart phone we are
unable to hold any patent on this product, as it is such a broad industry. We hope to create a
partnership with a company already in existence, which creates digital calipers and we shall
generate a Bluetooth enable digital calipers.
We feel it is unnecessary to create a patent for the ‘Chubby-Checker 3000’ applications as this app
is designed to only sync up with our product we feel this would be a waste of time and money.
Software patents can cost thousands of euro and can take up to a few years to obtain. However we
do intent to patent our code for our application.
iii
iii
Above is an indication of not only how hard it is to get a patent regarding applications but it also
shows how much the application market has grown so much in just three years.
We shall trademark the name ‘Chubby-Checker’ as our own brand.

12. 3.1 Team Members & Skills Set
Qualifications, Skills &
Team Member Roles
Experience
Denis Cronin Web Design Blog Management
Killian Vigna User Interface Design Design of App Interface
Production Manager
Killian Stone Time and Layout Managment
Potential Programer Java, C++ Code writing for application
4.1 Project Work plan
Stage 1 Technical Workplan – Workpackage
Start Date February Finish Date April
Aim/Objective To Design and Develop a Bluetooth Enabled Callipers with Smartphone Application
Manager(s) Killian Stone, Killian Vigna, Denis Cronin
Contributors Potential Programer
Description/Activities Promote the Product to Possible Investors
Milestones To Syncronise a Skinfold Calliper with a Smartphone Application
Deliverables Accurate Body Fat Percentage Measurements
Stage 1 Commercial Workplan – Workpackage
Start Date April Finish Date N/A
Aim/Objective To reach Potential Market inIreland
Manager Killian Stone, Killian Vigna, Denis Cronin
Contributors Focus Group
Description/Activities Market the Product Through Retailers
Milestones Competitors such Nike + and AccuFitness
Deliverables National Retail Sales
Project Workplan Overview
Project Stage 1 Stage 2
Aim of Stage Secure Investors Market the Product
Duration of Stage Three Months April - Ongoing
Workpackages User Interface Design, Promoting the Product to
Application Home Users
Programming
Deliverables Device Designed and De- Market Placement
Bugged
Cost per Stage TBC TBC
Total Cost TBC

13. Blog Link:
http://lastminutedecisions2012.blogspot.com/
i
http://www.businessweek.com/magazine/content/08_46/b4108074443945.htm
ii
http://www.enterprise-europe-
network.ec.europa.eu/src/matching/templates/completerec.cfm?bbs_id=168869
iii
http://148apps.biz/don%E2%80%99t-steal-my-avatar-dealing-with-smart-phone-app-patents/