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Tiastono Taufiq
TP025349
Table of Contents
1
Objective Statement................................................................................................... 2
Competitor Analysis................................................................................................... 3
2.1
Opening............................................................................................................ 4
2.2
Common Attributes.............................................................................................. 4
2.2.1
Uniqueness.................................................................................................. 4
2.2.2
Limitation................................................................................................... 4
2.2.3
Technology................................................................................................. 4
Problem Statement..................................................................................................... 4
Idea Generator................................................................................................................ 5
2.1
2.1.1
Opening..................................................................................................... 6
2.1.2
Illustration.................................................................................................. 6
2.1.3
Outcomes................................................................................................... 6
2.1.4
Evaluation................................................................................................... 7
2.2
2.2.1
Opening..................................................................................................... 7
2.2.2
Illustration.................................................................................................. 7
2.2.3
Outcome..................................................................................................... 8
2.2.4
Evaluation................................................................................................... 8
2.3
Lotus Blossom.................................................................................................... 8
2.3.1
Opening..................................................................................................... 8
2.3.2
Illustration.................................................................................................. 8
2.3.3
Outcome..................................................................................................... 9
2.3.4
Evaluation................................................................................................... 9
2.4
Mind Mapping.................................................................................................... 6
Scamper.......................................................................................................... 10
2.4.1
Opening................................................................................................... 10
2.4.2
Illustration................................................................................................ 10
2.4.3
Outcome................................................................................................... 10
2.4.4
Evaluation................................................................................................. 10
Idea Summary........................................................................................................ 11
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TP025349
Product Description.................................................................................................. 14
4.1
Illustration....................................................................................................... 14
4.2
Opening.......................................................................................................... 14
4.3
Function......................................................................................................... 15
4.4
Features.......................................................................................................... 15
4.5
Technologies.................................................................................................... 15
4.6
Prices............................................................................................................. 15
Market Identification................................................................................................ 16
Idea Evaluation....................................................................................................... 17
6.1
6.1.1
The Diagram.............................................................................................. 17
6.1.2
Evaluation................................................................................................. 19
6.1.3
Conclusion................................................................................................ 19
6.2
6.2.1
Opening................................................................................................... 19
6.2.2
Illustration................................................................................................ 19
6.2.3
Evaluation................................................................................................. 19
6.2.4
Conclusions............................................................................................... 20
D.I.C.E................................................................................................................. 21
Conclusion............................................................................................................ 22
References............................................................................................................. 23
PART 1
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Objective Statement
This device is chosen as the topic for this assignment because of peoples needs of longer
duration of laptops battery and green alternative energy source for everyday uses.
Competitor Analysis
Company
Energizer
Brunton
Design
Design
Design
Box-shaped that can easily
stacked to other items in the
hand
bag
Uniqueness
Technology
Price
Technology
endure rain
Durable from impact
Technology
Price
(4hr)
Safe charge (temperature and
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2.1 Opening
Competitor analysis is very important to analyze the current product that is similar with
the current developed product to compete with them.
Uniqueness
Both products have its own uniqueness. For Energizer, the marketing target is students
and businessman. For this reason, it has been designed to be compact and fit to be stored inside
the bag. Its also affordable for the respective marketing target to achieve it. For Brunton, its
design is specialized for outdoor environment such as camping ground, or hiking track. Because
of it, the design itself must be able to endure hard environment such as rain and impact.
2.2.2
Limitation
Every product has its limitation. For Energizer, it can only be recharged for 500 times.
The charging duration itself is quite long, 4 hours. And for Brunton, its price is quite expensive
for students or middle class society. It also did not working well with laptop since its power is
rather small.
2.2.3
Technology
Technology superior definitely makes the product sales better. Energizer has safe charge
technology which provides temperature and short circuit protection. It also has powersave
technology. For Brunton, it has battery level indicator to let the user know how much energy left
inside the device. It also has automatic shut-off technology which turns off the devices once its
done charging.
Problem Statement
People frequently undergo the problem when their laptop is out of battery too quick when
they need it while theres no place or power plug to charge the battery.
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PART 2
Idea Generator
Idea generator is the process of creating, developing, and communicating ideas which are
abstract, concrete or visual. The process includes the process of constructing through the idea,
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innovating the concept developing the process and bringing the concept into reality (Business
Dictionary, 2012)
Opening
Mind mapping is graphical technique for visualizing connection between several ideas or
places of information. Each idea or fact is written down and then linked by lines or curves to its
major or minor idea or fact, thus creating a web or relationship, developed by UK researcher
Tony Buzan in 1972. (Business dictionary, 2010)
3.1.2
Illustration
3.1.3
Outcomes
1
2
+ Normal People
Compact + Absorbing Heat + Expensive + Businessman +
Metal
Table 2.1: Mind Mapping Outcome
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3.1.4
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Evaluation
The best outcome is number 2 Absorbing Heat + Compact + Synthetic Rubber +Moderate
+ Normal People.
EcoNergy is a device that provides alternative power sources for computing devices such
as Notebook and Laptop. It gives green energy concept where it absorbs thermal energy (heat)
from Notebook/Laptop and transforms it into electrical energy to provide longer duration of
usage of Notebook/Laptop itself. Normal people with daily usage are the most suitable marketing
target which provides larger and wider user range. It is because these days all of
Notebook/Laptop users need their devices to operate longer.
With its wide user range, quality of the product must be not neglected. Correct material
application must be choose to ensure durability of it. Synthetic Rubber is more durable to endure
heat. It also useful to protect the devices from possibilities impact.
Opening
Providing visual stimuli to help spark off ideas in people's minds, can be very useful
technique. Here the idea is to force- fit combinations of attributes that one associate with an
unrelated object to the problem with which one is preoccupied (cw.routledge.com, 2011).
3.2.2
Illustration
source
No waste
Innovative
Portable
Plug-and-play
Daily uses
Light weighted
Instant energy
Rechargeable
Compact
Compatible with many
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devices
Reduce cost
Table 2.2: Force Fitting Trigger Illustration
3.2.3
Outcome
Evaluation
From these keywords taken from the table, the best outcomes is number 1, eco-friendly
Opening
The Lotus Blossom technique was originally developed by Yasuo Matsumura; Director of
the Clover Management Research (Japan).This technique is based upon the use of analytical
capacities and helps to generate a great number of ideas that will possibly provide the best
solution to the problem to be addressed by the management group.
3.3.2
Illustration
Europe
North
East Asia
America
Africa
Fiberglas
Plastic
s
Material
Stainless
Cost
Healthy
Zero
Steel
Saving
Environme
Pollution
Gold
Energy
nt
Benefits
Longer
Continen
South East
Aluminiu
Asia
South
Middle
Australia
Leather
Carbon
Synthetic
Security in
Quiet
life
Comfortab
America
Cheap
East
Average
Expensive
Countries
Body
Material
Rubber
Benefits
Emergency
Businessm
Operating
Student
le
College
Saving
Battery
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Free
Price
Luxury
Price
EcoNergy
Consume
an
Lecturer
Consumers
man
Worker
Negotiab
Standard
Unaffordab
Design
Features
rs
Colors
Teacher
Traveler
Housewiv
le
Classic
Ergonom
le
Solid
Energy
Maintainab
Plug-
Red
Blue
es
Yellow
Portable
ic
Design
Modern
Storage
Heat
le
Features
and-play
LCD
Green
Colors
Metallic
White
Grey
Black
Absorben
Simple
Light
Classic
monitor
t
Universal
Data
LED
compatib
storage
indicator
le
3.3.3
1.
2.
3.
4.
3.3.4
Outcome
North America, Aluminium, Expensive, Modern, Universal Compatible, Businessman
All Continent, Synthetic Rubber, Energy Saving, Heat Absorbent, Portable, Average
East Asia, Plastic, Zero Pollution, Traveler, LCD monitor, Simple
Australia, Carbon Body, Security in Emergency, College man, energy storage, Classic
Evaluation
The best outcome of this technique is number 2 which is All Continent, Synthetic Rubber,
Energy Saving, Heat Absorbent, Portable, Average. The result show how the concept of
EcoNergy to common society in all continent with affordable price is the best match
3.4 Scamper
3.4.1
Opening
The SCAMPER technique uses a set of directed questions which you answer about your
probortunity in order to come up with new ideas. The stimulus comes from forcing yourself to
answer questions which you would not normally pose. The questions direct to thinking about a
probortunity in ways which typically come up with new ideas. ( Brainstorming, 2011)
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3.4.2
TP025349
Illustration
Substitute
Substitute the main usage of the Power Storage from just as the
Combine
Adapt
Modify
Put to
Use
Eliminate
Rearrange
3.4.3
Outcome
Evaluation
The best idea take from this technique is combining the technology of energy storing with
technology of converting thermal energy into electrical energy. In general, the SCAMPER
generates specific ideas. It refers to the related subject in order to form new idea from it. The
actual development of it is from that particular subject. Users can easily come out with creative
idea since it has seven steps to the subject.
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Part 3
4
Idea Summary
Technique
Mind Mapping
Outcome
Absorbing Heat
Advantage
Easy
To
Disadvantage
Only
peoples
+ Compact + Synthetic
remember
Rubber +Moderate +
because consist
Normal People.
of keyword not
sentence
Represent
mapping.
Not good
tremendous
amount
brainstorming in
of
chaotic
information
with
for
situation.
small
spaces.
Association and
connection
between
keywords and
ideas not readily
Eco-friendly
energy source +
portable + compact.
Can
generate
idea
from
apparent.
Create
confusion
to
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unrelated
object.
Can
get
related
the
product
with
random object.
improvement
from
other
object
Scamper
advantages.
Easy to use
The
right
Rubbber, Energy
becaue just
environment
need to
Portable, Average
generating new
method
idea by
proven
evaluating the
effectively.
to
be
exist one.
Lotus Blossom
combining the
Have a deeper
technology of energy
analysis
generating idea
of
attention
focus
of converting thermal
energy into electrical
energy
technique.
Need
more
the
and
thinking
elaborate
Everything is
idea,
because
visible in one
there
are
table, make it
column
easier to
need
understand and
elaborate.
8
that
to
be
to read
Sligthly
confused read
the table
because so
many idea in it.
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Part 4
5
Product Description
5.1 Illustration
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5.2 Opening
EcoNergy is a device that provides alternative power sources for computing devices such
as Notebook and Laptop. It gives green energy concept where it absorbs thermal energy (heat)
from Notebook/Laptop and transforms it into electrical energy to provide longer duration of
usage of Notebook/Laptop itself. Normal people with daily usage are the most suitable marketing
target which provides larger and wider user range. It is because these days all of
Notebook/Laptop users need their devices to operate longer.
5.3 Function
The function of this product is to convert heat from laptop and convert it into electrical energy
that then stored in the laptop battery, extending its usage duration.
5.4 Features
This device is portable, just like a portable HDD that can easily carried inside bag. It can be put
below the laptop just like laptop table, or beside the fan hole on the sides of the laptop. It has to
be placed where the heat came out so the devices can capture its heat. On more advance model, it
can be built-in inside the laptop to reduce the amount of spaces.
5.5 Technologies
By using silicon and transform it into discrete nanostructure, scientists have managed to
transform the element from a poor thermoelectric material into a good one. The result leads to
inexpensive, energy-salvaging devices that harvest wasted heat and turn it into electricity.
Thermoelectric materials convert temperature gradients into voltages and vice versa. If one end
of such a material is hot and the other is cold, a voltage is generated, which can then be used to
create electrical power.
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5.6 Prices
EcoNergy using inexpensive material that makes this devices to be affordable by most of the
market target, which is middle to high income level consumers. The estimated price for the
devices is RM 100-300 depending of the model and design.
Part 5
6
Market Identification
Age Group
Age range between 10-55 years old, because these devices can easily
Income Level
Occupation
Geography
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Part 6
7
Idea Evaluation
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7.1.1
7.1.1.1
The Diagram
First Diagram (before recommendation)
Outcome
o Driving Factors = 3+3+5+5+4= 20
o Restricting Factors = (-2)+(-1)+(-1)+(-3)+(-3)= 10
Total Score
o 20-10 = 10
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7.1.1.2
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7.1.2
Outcome
o Driving Factors = 4+3+5+5+4= 21
o Restricting Factors = (-3)+(-1)+(-1)+(-2)+(-4)= 11
Total Score
o 21-11 = 10
Evaluation
As Mrs. Akansha evaluate the product there is a limitation in the product that found
troublesome for the customer or user which is the product shape and how to use it. At first, it was
planned to be placed just like a laptop table, or can also be placed beside the laptop fan hole. And
according to Mrs. Akanshas recommendation, it is better to make it as plug-in devices so it can
be more portable and easier to use.
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7.1.3
TP025349
Conclusion
EcoNergy in general evaluation with two correspondent from Mrs. Akansha Mandhana and
Mrs. Rizawati Rohizan have better innovation and technology rather than the other competitor in
the same industry it is show in the total mark that given from the corespondent between before
interview and after interview. It also been proven that this product has possibilities to be
introduced to the world within 5 years from now.
Opening
Sticking dots is a voting technique that allows users to rate on the idea displayed onboard. Stars are
Illustration
Attributes
Design
Price
Features
Uniqueness
Technology used
7.2.3
Energizer
Brunton
EcoNergy
Evaluation
Based on the table above, it can be seen clearly that EcoNergy has more advantages than
the other competitors product. Because EcoNergy is made from cheap resources, the selling
prices can also drop so more people be able to achieve it. It also uses the latest technology that
has been developed by scientist recently
7.2.4
Conclusions
In the conclusion sticking dots is a good way to engage a wide number of stake holders in
concept selection. The comparison between the different companies also helps to define the
strength and weaknesses of the competitors.
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Part 7
8
D.I.C.E
Guy Kawasaki has implemented DICE, a good innovation way to think where great
innovation occurs when you decide you want to make meaning in this world. This is one of the
famous speeches that have been given by Guy Kawasaki
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The product has lot of features. You have to predict what people need before
they know they need it. Combining two different functions like energy storing
I (Intelligent)
C (Complete)
E (Elegant)
is designed to be convenient when used, and also had lot more other features.
Great products and services are elegant and beautiful. People care about the
user interfaces. With ergonomic design and synthetic rubber + stainless steel as
the material, it gives modern and luxury looks in the devices
Conclusion
In this modern age, technology to convert thermal energy (heat) into electrical energy
already exists. Just recently, scientist has found way to upgrade this technology to be more
efficient and more affordable. EcoNergy is a new innovation in energy-based company which
using the technology above into a portable devices that be able to absorb waste heat produced by
laptop, into electrical energy that recharge the laptop battery. It then extends the battery life so
the consumer can use their laptop longer.
Because EcoNergy is the first of its kind, there is still a weakness that must be overcome in
order to be able to do well in market. For example, EcoNergy usage duration is 2 years
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maximum. To make sure consumer satisfied with the product, the quality must be improved so it
can endure the usage duration longer. It is so that people will be more concern with alternative
green energy to support their live.
10 References
Business Dictionary, 2012, Mind Mapping [online], UK, Web Finance Inc., Available from
http://www.businessdictionary.com/definition/mind-mapping.html, [Accessed 12th December
2012]
Brainstorming, 2011, How to use the SCAMPER Technique [online], UK, Infinite Innovation
Ltd., Available from http://www.brainstorming.co.uk/tutorials/scampertutorial.html, [Accessed
12th December 2012]
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Diegm, 2011, Lotus Blossom Technique [online], Australia, Diegm.uniud.it, Available from
http://www.diegm.uniud.it/create/Handbook/techniques/List/Lotus.php,
[Accessed
12th
December 2012]
Wantchinatimes.com, 2011, Small devices, big breakthroughs at Taiwan Nano Exhibition
[online],
Available
from
http://www.wantchinatimes.com/news-subclass-cnt.aspx?
2011,
Energizer
Power
Packs
XP18000
[online],
available
from
2012]
Dw.de, 2012, Silicon Semiconductor to convert heat into power [online], available from
http://www.dw.de/silicon-semiconductors-to-convert-heat-into-power/a-16091377 ,
11 Appendix