Size smaller

1. Size smaller Performance Faster 20 18 16 14 12 10 8 6 4 2 0 2 4 6 8 10 12 14 16 18 0

2. Size smaller Performance Faster 20 18 Traditional Market 16 Midpoint: Performance = 5.5 Size = 14.5 14 12 10 8 6 4 2 0 2 4 6 8 10 12 14 16 18 0

3. Size smaller Performance Faster 20 18 16 Traditional Midpoint: Performance = 5.5 Size = 14.5 14 12 Fine Cut = 2.5 from Midpoint first consideration 10 8 6 4 2 0 2 4 6 8 10 12 14 16 18 0

4. Size smaller Performance Faster 20 18 16 Traditional Midpoint: Performance = 5.5 Size = 14.5 14 12 Fine Cut = 2.5 from Midpoint first consideration 10 Rough Cut = 1.5 from Fine Cut Second consideration 8 Customers unwilling to consider outside Rough Cut 6 4 2 0 2 4 6 8 10 12 14 16 18 0

5. Size smaller Performance Faster 20 18 16 Ideal Location Offset from Mid point 14 High End 12 Midpoint: Performance = 8.0 Size = 12.0 10 8 6 4 2 0 2 4 6 8 10 12 14 16 18 0

6. Size smaller Performance Faster 20 18 16 Ideal Location Offset from Mid point 14 High End 12 Midpoint 10 Ideal Location: Performance +1.4 (faster) 8 6 4 2 0 2 4 6 8 10 12 14 16 18 0

7. Size smaller Performance Faster 20 18 16 Ideal Location Offset from Mid point 14 High End 12 Midpoint 10 Ideal Location: Performance +1.4 (faster) Size -1.4 (smaller) 8 6 4 2 0 2 4 6 8 10 12 14 16 18 0

8. Size smaller Performance Faster 20 18 16 Ideal Location Offset from Mid point 14 High End 12 Midpoint 10 Ideal Location: Performance +1.4 (faster) Size -1.4 (smaller) 8 6 4 2 0 2 4 6 8 10 12 14 16 18 0

9. Size smaller Performance Faster 20 18 16 Ideal Location Offset from Mid point 14 High End 12 Midpoint 10 Ideal Location: Performance +1.4 (faster) Size -1.4 (smaller) 8 6 4 2 0 2 4 6 8 10 12 14 16 18 0

10. Size smaller Performance Faster 20 18 Low End 16 14 12 10 8 6 4 2 0 2 4 6 8 10 12 14 16 18 0

11. Size smaller Performance Faster 20 18 Performance 16 14 12 Size 10 8 6 4 2 0 2 4 6 8 10 12 14 16 18 0

12. Low End Size smaller Performance Faster 20 18 16 14 12 10 8 6 4 2 0 2 4 6 8 10 12 14 16 18 0

13. Low End Performance Traditional Size smaller High End Size Performance Faster 20 2.5, 17.5 18 8, 17 16 5,15 14 7.5, 12.5 12 3,12 10 8 6 MIDPOINTS ROUND 0 4 2 0 2 4 6 8 10 12 14 16 18 0

14. Low End Performance Traditional Size smaller High End Size Performance Faster 20 1.7, 18.3 18 9.4, 16 16 5,15 14 8.9, 11.1 12 4.0, 10.6 10 8 6 IDEAL POINTS BEGINNING OF ROUND 1 4 2 0 2 4 6 8 10 12 14 16 18 0

15. Low End Performance Traditional Size smaller High End Size Performance Faster 20 18 16 14 12 10 8 6 IDEAL POINTS BEGINNING OF ROUND 2 4 2 0 2 4 6 8 10 12 14 16 18 0

16. Low End Performance Traditional Size smaller High End Size Performance Faster 20 18 16 14 12 10 8 6 IDEAL POINTS BEGINNING OF ROUND 3 4 2 0 2 4 6 8 10 12 14 16 18 0

17. Low End Performance Traditional Size smaller High End Size Performance Faster 20 18 16 14 12 10 8 6 IDEAL POINTS BEGINNING OF ROUND 4 4 2 0 2 4 6 8 10 12 14 16 18 0

18. Low End Performance Traditional Size smaller High End Size Performance Faster IDEAL POINTS BEGINNING OF ROUND 5 20 18 16 14 12 10 8 6 4 2 0 2 4 6 8 10 12 14 16 18 0

19. Low End Performance Traditional Size smaller High End Size Performance Faster IDEAL POINTS BEGINNING OF ROUND 6 20 18 16 14 12 10 8 6 4 2 0 2 4 6 8 10 12 14 16 18 0

20. Low End Performance Traditional Size smaller High End Size Performance Faster IDEAL POINTS BEGINNING OF ROUND 7 20 18 16 14 12 10 8 6 4 2 0 2 4 6 8 10 12 14 16 18 0

21. Low End Performance Traditional Size smaller High End Size Performance Faster IDEAL POINTS BEGINNING OF ROUND 8 20 18 16 14 12 10 8 6 4 2 0 2 4 6 8 10 12 14 16 18 0

22. Low End Performance Traditional Size smaller High End Size Performance Faster IDEAL POINTS End OF ROUND 8 20 18 16 14 12 10 8 6 4 2 0 2 4 6 8 10 12 14 16 18 0

23. Size smaller Performance Faster 20 18 16 14 12 10 8 6 4 2 0 2 4 6 8 10 12 14 16 18 0