SLIDE 1 TBO Happy Living
Bath Pillow
Blekinge Institute of Technology Civil Engineer in Industrial Management & Engineering Value Innovation (MT2519)
Andreas Blomquist Jeton Dana Kushtrim Qollakaj Ðani Zelic
SLIDE 2 Overview: Part 1
– Introduction – Current status – Customer analysis
– Input for customer needs
– Kano Model – Results from the interviews – Market research:
– Known solutions – Benchmark
– SWOT-analysis
SLIDE 3 Intro: Why we chose the project
- Interesting name, "Bath Pillow".
- No established business.
- Not easy to satisfy all customer (challenge.)
- Hard competition, have to find a niche.
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Intro: Different kinds of pillows
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SLIDE 9 Project objectives
Four types of goals:
- Product
- End customer
- Inventor
- Personal
What do we want to accomplish?
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Project objectives
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How do we achieve these goals?
SLIDE 12 Project plan
Part 2 Part 1
SLIDE 13
Current status
– TBO Happy Living – Bath Pillow, hobby for the moment – Hard to find time & right knowledge (No major resource.)
SLIDE 14 Customer analysis
– Who is the target customer?
SLIDE 15 Input for customer needs
- Interview with a potential customer.
"Interviewing 20-30 persons results in capturing about 80-90 % of all spoken needs." - The Value Model
- Interview with Bodil.
- Interview with a physiotherapist (back expert).
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SLIDE 18 Results from the interviews
- 9 different properties
- Ranking, from 0 to 5
- 5 is 'most important, 0 is 'least important'
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Results from the interviews: Radar graph
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Results from the interviews
Uncomfortable ≠ Bad thing
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Market research: Known solutions
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Market research: Known solutions
SLIDE 23 Market research: Benchmark
- Small in size
- Firm support & gentle comfort
- Used for different purposes
- Stays under water
- Heating/cooling source
- Removable case
- Long lasting
- Velcro Straps
SLIDE 24 Market research: SWOT
Strengths – New and innovative idea in relationship with known solutions Weaknesses – No working prototype – No starting capital/funding yet – No experience with product development – Few connections – No registered trademark – Slow progress – Low investments in time – Low priority on the business Opportunities – Establishment in a new market segment – Bring in customers that are dissatisfied with competing products – Can create a temporary monopoly which increases revenue – Extend to global markets Threats – Competition – New substitute products – Competitive price pressure – Low-cost imports – No certain investors – Changes in technology
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SWOT
Strengths – New and innovative idea in relationship with known solutions
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SWOT
Weaknesses – No working prototype – No starting capital/funding yet – No experience with product development – Few connections – No registered trademark – Slow progress – Low investments in time – Low priority on the business
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SWOT
Opportunities – Establishment in a new market segment – Bring in customers that are dissatisfied with competing products – Can create a temporary monopoly which increases revenue – Extend to global markets
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SWOT
Threats – Competition – New substitute products – Competitive price pressure – Low-cost imports – No certain investors – Changes in technology
SLIDE 29 Overview: Part 2
– Generating alternative solutions – Selecting the best solution – Describing the selected solution: – Functions (Main, additional, supporting, unwanted) – Final Product Concept – Conclusions: – Result, Goals, Final Remarks
SLIDE 30 Generating alternative solutions
Interviews and Market Research
SLIDE 31
Brainstorming session:
SLIDE 32 Generating alternative solutions
- Pugh’s Concept Matrix
- Novelty (How new it is).
- Simplicity (How easy it is to use, and what components
are included).
- Customer Value (What offers it has to be attractive to
customers).
- Functions (What kind of features and functions it
provides).
- Risks (Market risks and the level of innovation).
- Business Case (Harmonies with the company’s
resources, business idea. Assessment of the business venture).
SLIDE 33 Multi-Functional Pillow
General Description:
- Simple as possible
- Easy to customize
- Includes unique features
SLIDE 34 Shaped Back Support
General Description:
- Solid shaped figure
- Healthy for the back
- User adapts to pillow
- Perfect posture
- Different sizes
SLIDE 35 Wearable Back Support
General Description:
- Back protection for skiers
- Purpose to improve posture
- Reducing pain
- Adaptable to most environments
SLIDE 36 Wheel-Shaped Back Support
General description:
- Lives up to its name
- Compressed
- All-round pillow
SLIDE 37 2D to 3D Pillow
General description:
- Small
- Grows when reacting with water
- Solves eventual space problems
SLIDE 38 Oval Lumbar Pillow
General description:
- Optimal lumbar support
- Adaptable to any environment
- Hard on its structure
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Selecting the best solution
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Selecting the best solution
SLIDE 41 Selecting the best solution
- Two best solutions compared to the
Benchmark.
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Description of the selected solution
SLIDE 43 First Concept Version
- Product Concept (Bild och
förklaring av delar)
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Goals reached
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The End
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Questions?
