 | |
The sky's the limit!
Kitewing, a smash-hit product from Skywings Ltd, a company that grew to success in Otaniemi Science Park (2004: Technopolis Ventures), is an ultralight, handheld wing for high-speed adventure on the beach, the ski slope, on flat land or on frozen lakes. Kitewing gives extra speed and acceleration to iceskates, roller skates, skateboards, skis and snowboards. The aerodynamics of the patented wing is derived from skilful design and a superlight composite structure that even Leonardo da Vinci would envy. “You can learn to use the Kitewing in just a few hours,” promises deputy CEO Jan-Erik Luther. “Kitewing users reach speeds of up to 100 kilometres an hour and manage jumps of 20-30 metres long. The record jump, in mountain conditions, stands at 170 metres. Despite that, the gear is safe and easy to handle because it gives an immediate feel for the wind – and a fantastic feeling to the user! “
All the world at your fingertipsThere are no handheld sports wings like Kitewing anywhere else in the world. “Exports have tripled. We’ve now received the same volume of orders in one week as we did in 12 months just two years ago. This month alone we sold seven times as much as last year,” Luther says matter-of-factly. “We have a lot of customers in Norway– we sell more there than in Finland, although we only started exporting there this year. Other key winter sports markets are Spain, Italy, Japan, Sweden, Austria, Switzerland and Russia. Our strong market areas for summer sports are Denmark, the Netherlands, Northern Germany, the UKand Egypt. The Baltic countries, Polandand Slovenia are growing markets. We’ve also received enquiries from South America.” Skywings has not yet spread its wings in the USA. “All in good time. We’re a two-man firm and we want to set the business on a good footing here first. We’re also targeting North America and Canada in the near future, though. That region has a suitable climate for Kitewing as well as flat beaches and expanses of ice, and in fact more people live in snowy areas there than in the whole of Europe.” In Finland Skywings sells the 850-euro Kitewing either directly to customers or through dealers while, with the exception of Sweden, foreign sales are handled by local importers or retailers.
Turning love into money“I did three or four years of engineering work. Then I started studying at the Hanken Swedish School of Economics and Business Administration, but I’ve always wanted to be in the sportsgear business. This combined my love of sport and my understanding of business opportunities,” says Jan-Erik Luther in explanation of his career choice. “It all started 20 years ago, with windsurfing. The sports wing was invented in the 90s, and we came up with the idea of a symmetrical handheld wing. We tested it in the fells, tried jumping with it, and when someone made a 170-metre long jump we realised we’d found something hot. Then we started getting signals that people really wanted the gear. First we developed a wing for ice-windsurfing – but let’s face it, those are even sold in Spain nowadays.” As recently as in 2002 Skywings was still a one-man show. Now the ultralight fibreglass components are made by Exel, the sails are sewn in Hong Kong by the world’s largest sailmaker, the company has collaborated with Arcada Polytechnic in developing moulds for injection moulding, and products are assembled in Olartek, which is a part of Otaniemi Science Park (2004: Technopolis Ventures Ltd).
Support from the big boys“The Science Park environment makes life easier because help is always at hand, there are efficient facilities and flexible business accommodation, the infrastructure is ready, and there’s no need to buy photocopiers or suchlike. Plus, we’re surrounded by plenty of partners – almost everyone here uses a Kitewing,” grins Jan-Erik Luther. Luther also singles out the course on the legal aspects of business and the law office consultation day for companies that were arranged at the Science Park as particularly useful. “It’s well worth spending time on checking contracts made abroad, especially in the sports business, otherwise there could be problems. Finns are a bit naïve in this respect. You should always put everything on paper - believe in lawyers!” “Finland’s good at making technology – at least, the product and production process – but Finns often think the product is so superior it’ll sell itself. That’s a total misconception! Training in marketing should be given high priority.” “Big firms could tell small companies that are expanding internationally what needs to be done in marketing and how distribution channels should be built. The products of different sectors can’t, however, be distributed in the same way. The coach of a company like ours, for instance, should preferably be familiar with lifestyle products.”
Text: Asta SjöblomPhotos: Asta Sjöblom and Skywings
|
|
Start of page |
|
|
