effie is a new domestic appliance that irons your clothes for you. Hang your clothes up straight from the washing machine and press start – it’s as simple as that.
iron – effie can iron your clothes by contacting them and pressing the creases out. This emulates the steam ironing process.
steam – the machine pushes steam into your more delicate clothes without touching them, allowing the wrinkles to fall out.
dry – effie can dry your items more gently than a tumble dryer. By just moving hot air over the clothes, they are not damaged.
Operation
The company mentions that effie can take up to 12 items at once. Simply hang all of your garments up on the exposed rail, and after clicking go, sit back as each item is treated one by one. Don’t split your loads, don’t separate your colors, just take them straight from the washing machine and let them be dried and ironed.
The garments are treated with a patent pending pressing system that contacts your clothes to remove the wrinkles. It uses a combination of heat and steam to ensure that it doesn’t burn or damage your clothes, but still leaves them crease-less and ready to wear.
No installation
effie doesn’t need to be plumbed in to use it. Store it in the corner, and easily roll it to where you want to use it.
This means no installation costs, no technicians – just get it home and let it take care of the ironing!
Hangers
The clothes need to be loaded onto effie’s specially designed hangers. Each one can adjust to fit the size of the garment, and holds the item in exactly the right configuration to remove all of the creases. And the company says that they will supply the hangers with effie.
As per the company website, they plan to start the manufacturing process in December 2018 and start product shipment a year after that.
Startup
A startup or start-up is a company or project undertaken by an entrepreneur to seek, develop, and validate a scalable business model. While entrepreneurship refers to all new businesses, including self-employment and businesses that never intend to become registered, startups refer to new businesses that intend to grow large beyond the solo founder. At the beginning, startups face high uncertainty and have high rates of failure, but a minority of them do go on to be successful and influential. Some startups become unicorns; that is privately held startup companies valued at over US$1 billion.
Actions
Startups typically begin by a founder (solo-founder) or co-founders who have a way to solve a problem. The founder of a startup will begin market validation by problem interview, solution interview, and building a minimum viable product (MVP), i.e. a prototype, to develop and validate their business models. The startup process can take a long period of time (by some estimates, three years or longer), and hence sustaining effort is required. Over the long term, sustaining effort is especially challenging because of the high failure rates and uncertain outcomes. Having a business plan in place outlines what to do and how to plan and achieve an idea in the future. Typically, these plans outline the first 3 to 5 years of your business strategy.
Design principles
Models behind startups presenting as ventures are usually associated with design science. Design science uses design principles considered to be a coherent set of normative ideas and propositions to design and construct the company's backbone. For example, one of the initial design principles is "affordable loss".
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