Skates and Human Needs

Ice skates are very ancient, estimated to be thousands of years

old, however, attempts to travel via in-line skates dates back
to 1700s. Three centuries ago, a Dutch tried to put wheels
under the shoes. This first invention didn’t allow the user to
take a turn while skating or even to apply the brakes but it was
birth of inline skates. Inventor tried it in a party but due to lack
of brake system, ended up crashing in a mirror. Some say his name was never recorded, however, his
invention kept on improving. In 1760s at time of its formation, it was two woods that were used but in
1863 it was converted into two-pairs of wheels, much like those of a car and was often used like this
afterwards. These are called quad skates and still used for children.
After another century and more recently in 1980, two brothers who were ice-hockey players couldn't do
ice-skating in summer due to absence of ice. Result was that they couldn't stay in practice and needed
some solution to it. They discovered an old pair of quad skates in a sporting goods store and thought
that it would be a good alternative to ice-skating in summer. They modified it to modern inline skate and
same year founded their company that became Rollerblade, Inc. in 1983. Their initial target market were
ice-hockey players who bought these in summer. But then also started selling and due to very limited
budget the company often relied on 'innovative low-cost' marketing called 'guerilla marketing'. For
example, they had a shop in a van and a few people skating alongside the van, a demonstration by them
and an option of free trial for all potential customers. Sales started climbing in next few years and
several other companies entered the market. Skating became a growing activity as people started
buying these for exercising, recreation & entertainment and in some cases even for traveling. Now
Rollerblade has skates for women and children as well.

Discussion Questions

- Which need led to this invention and then reinvention?

- Which need(s) do inline skates fulfill?

- How has Rollerblade segmented and targeted its market?