It's Boom Time!
New brand targets the adventurous youthJanuary 3, 2013 By Jeff O'Heir
The way the creative minds at BOOM Movement see it, young consumers today are more interested in how a product fits their lifestyle than the brand name stamped on the device.
So, instead of simply copying major manufacturers and spinning off me-too products, Ryan Minarik, founder of BOOM Movement (Born Out of Original Motives), and his chief designer, Mike DiTullo, clearly define their target audience and dig deep into it to find out exactly what they’re looking for in a consumer electronics product. It’s something the two call ethnocentric research, and the approach will continue define the company’s products.
In BOOM’s case, that person is in their late teens to early 20s, and considers themselves something of an “adventurer”—someone who is ready for anything at any time and needs the gear to match that get-up-and-go attitude. Think of someone who has embraced the skateboard/surf/snowboard lifestyle, especially if they’re from the San Diego area, where Minarik and DiTullo live, work and play. “A lot of this comes out of the California lifestyle,” Minarik said.
All of BOOM’s product design, though, springs from its target audience. The outcome is clear in the Urchin ($149.99), the company’s newest product, which it will showcase at CES.
The Bluetooth speaker is ruggedized (shock and water resistant), has interchangeable silicone skins, and ships with a carbineer for hooking it from a backpack or a tree limb, a suction cup for sticking it to the shower wall, and a screw mount attachment for the dash of the car or connecting it to an optional bike mount.
The Urchin supports Bluetooth Version 2.1 + EDR or higher, Advanced Audio Distribution Profile (A2DP), Audio/Video Remote Control Profile (AVRCP), Simple Secure Pairing (SSP), Advance Audio Coding (AAC), Hands-Free Profile (HFP) 1.5 or higher, and Headset Profile (HSP). It has about 10 hours of battery life, takes two hours for a full charge, and includes a 3.5mm input.
Minarik started the company, producing headphones, while he was a student at the University of Arizona. The concept was simple: sell decent-quality $20 earbuds at the student bookstore so that anyone who needed a pair on the fly could pick one up and still have some money left for the week. The company still markets its Leader Series ($19.99), as well as the Renegade ($39.99) over-ears, and the higher-end Commander ($49.99) earbuds.