Beyer Helga, Hwang Hye-su Kang Yeorm, Poebl Isabella Boiling Thermos Product and Service Innovation – Final Presentation

Problem Research & Definition Various Options Final Product and Specification Business Model Marketing Mix - 4P Potential Expansion Table of Contents

Problem Research Problem Definition OptionsSolution Business Plan FOCUS – Outdoor Activities Thermos bottle How to keep warm?

Problem Research Problem Definition Inconvenience in thermos Research on Thermos Problem Identification  Does not keep liquids long enough warm  Storage only one type of liquid  Often leaks (quality)  Weight and size  Hard to keep them clean OptionsSolution Business Plan

Problem Definition Problem Definition – with Mission and Objectives Does not keep liquids long enough hot & Storage only o ne type of liquid Problem Function: Providing hot water everywhere at any time & possibility of 2 different liquids Design: Light and convenient size Goal Primary: Outdoor adventurer Secondary: Any other person Target M arket OptionsSolution Business Plan

Option Analysis Two Criteria in Option Analysis Problem Definition OptionsSolution Business Plan 1. Types of Energy Source 2. Types of Division What kind of energy source are we going to use? Can be evaluated by - Weight, Price, size, and Chargeability When assuming same power ! For flexibility of containing 2 liquids Vertical division? Horizontal Division? Heating Both? Or one side?

Option Analysis – 1. Energy Problem Definition Possible Options of Energy Source – for 1 st problem Direct Methanol Fuel cell (DMFC) Solar cellHand warmerDouble A’s Battery Principal Chemical reaction by using liquid fuel Physical process by converting light into electricity Exothermic crystallization Chemical reaction by mercury, lithium Weight 40g + α1g50g23g Size 5x3x1cm2 micron13*9cm5cm Energy 40W/h2.5Wh51c - 24h3.75Wh Rechargeable? OOOX Evaluation AvailableCost MattersPower MattersX OptionsSolution Business Plan

Option Analysis – 1. Energy Principle and application of DMFC Problem Definition OptionsSolution Business Plan

Option Analysis – 1. Energy Application of DMFC Problem Definition OptionsSolution Objective : Heating 500ml water from 15ºc to 85ºc in 15min Calculation Feasible Solution 1.Needed calories 500ml * (85ºc-15ºc) = 35000cal = 35kcal 2.Needed power 35kcal = 0.24 * p * 60*60 p = 0.040kw = 40w 3. Assume that it needs approximately 40w for 1h 5x3x1cm Battery 40wh Needs 40ml of methanol 4 40wh of Power * 4 ¼ h = 15 min 160ml of Methanol Business Plan Series Connection

Option Analysis – 2. Division Problem Definition OptionsSolution Possible Options of Division - for 2 nd problem Type 1. Horizontal Division Type 2. Vertical division Can prevent leaking better Hard to use - Boiling - Drinking Easy to use - Boiling - Drinking Easy to clean up Business Plan

Suggested Solution Flexibility Ability to heat up water Possibility to store several drinks Prototype Problem Definition OptionsSolution Business Plan

Suggested Solution Portable Fuel cell It can be attached in the bottom of the thermos It can be detachable to save weight Problem Definition OptionsSolution Business Plan

Suggested Solution Can be refilled with methanol  Recharged everywhere Fuel Cell Problem Definition OptionsSolution Business Plan

Suggested Solution Two containers, each 0.5 l vacuum + Opportunity to heat o nly one container + Can bring different drinks Ability to store several drinks Handles in order to easily pull the container up Problem Definition OptionsSolution Business Plan + Safety device and material for DMFC battery

Business Model Problem Definition OptionsSolution Business Plan Marketing Mix – 4P Price PlacePromotion Relatively high comparing normal thermos Cost reduction by developing technology is needed Divided into 2 types of product Exclusive sporting goods -Big size : 800ml, 1L, 1.2L -Sportive color : Black, Silver Low-priced public goods -Small size : 250ml, 300ml -Various color : Blue, Pink, Green Online/Offline Sports retail shops / Department Store / Complex online shop (Amazon, Action, ….) Sponsorship to famous TV program Principal of Jungle. One day two nights, Documentary containing Himalaya Climbing Product According to research – 70% of thermos users are likely to buy it !

Business Model Problem Definition OptionsSolution Business Plan Potential Expansion Substitution for normal thermos Possibility of becoming a necessity for outdoor activity Continuous promotion is needed Possible application of DMFC Battery Light, suitable for portable equipment which need energy density than longevity Perfect energy source for various kinds of sports equipment Can be applied for portable pots, portable electric fan (cooler for summer), portable heater, ……. Also, solar energy also can be applied for outdoor activity equipment which don’t need much of energy, but need light weight and efficiency

Business Model Problem Definition OptionsSolution Business Plan Summary of changes made after presentation Pg. 14 – added some idea considering “safety matter” a student raised during Q&A Pg. 16 – removed a “possible expansion – military equipment” part considering a student’s pointing out and more research about Korean Army’s life Pg. 16 – added “further application of DMFC battery ; sports equipment” part, considering professor Bae’s comments, “expend your solution to a large segment, not just narrowing down a solution specifically to your subject “ pg, 16 – added a comment about possible application of solar energy to outdoor activity equipment, considering professor Bae’s comment

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