ScooperStyle Pte. Ltd.

Is
Proudly Brought To You By
MLE3103 Group 7:

Andy Paul Chen A0072231W

Chixuan Liu A0070124X
Fenny Sugianto A0069537R
Stephanie Karina Sukotjo
A0070336M

Yap Jing Han A0073407J

1

1. Executive Summary
ScooperStyle Pte. Ltd. is a Singapore-based company that provides hygienic and environmentally
friendly dog waste cleanup solutions. Modern attitudes towards these issues, especially in
developed urban centers, provide a ready market for our products. An initial sum of SGD $200,000
from angel investors will lead to local profitability within three years, recoup the initial investment in
five, and subsequently enable us to expand to regional markets.

2. Business Overview
Taking dogs for a walk is something most owners have been routinely doing. This not only gives
owners rest from a busy day but is also important for dogs as well. Nevertheless, during what should
be an enjoyable time, most owners encounter a typical problem their beloved pets poop in public.
This is not just about embarrassment from odor and picking up poop in public. Dog waste attracts
flies and insects; spreads diseases such as Campylobacteriosis, Salmonellosis and Toxocarisis; it even
contaminates the soil and water body during decay. A single gram of dog waste can contain 23
million fecal coliform bacteria, which are known to cause cramps, diarrhea, intestinal illness, and
serious kidney disorders in humans [1]. In all, it is estimated that two or three days worth of
droppings from a population of about 100 dogs would contribute enough bacteria to temporarily
close a bay, and all watershed areas within 20 miles of it, to swimming and shell fishing [2].
ScooperStyle is a portable plastic dog-poop scooper with a plastic-bag lining inside the scooper for
easy disposal of the waste. It offers a hygienic and practical way of cleaning up after their dogs while
on a walk. With this invention, there will be no more touching poop and loose poop bags.
It comes in a rectangular frame that hinges easily for scooping. It allows the users to temporarily
store their dogs waste and continue their walk should there be no bins immediately available.
Moreover, the sleek design of the scooper gives an impression of a kit box instead of a poop-scooper.
Our product is designed to be a light, hand-sized scooper with a strap for portability.
ScooperStyle also aims to be an environmentally friendly product. Polylactic acid (PLA) bags are used,
which is produced from plant sources and does not contain toxic elements that would be released
during incineration[3]. Thus, eco-friendly customers need not worry about the carbon generated
with each bag used.
ScooperStyle will target Singapores dog owners. For $10, they can get a stylish, portable, and
hygienic poop scooper. This way, the environment is protected and dog-walking will be more
pleasant.

3. Business Structure
The production of plastic bags and scoopers are out-sourced to factories in Shanghai and Zhejiang,
and then shipped to Singapore where they are sold in pet stores and online.

4. Organization
Fenny Sugianto
Andy Paul Chen
Chixuan Liu
Stephanie Karina Sukotjo
Yap Jing Han

Chief Executive Officer

Chief Business Development Officer
Chief Marketing Officer
Chief Production Officer
Chief Financial Officer

5. Management Profile
The five business founders have been trained in Materials Design and Business at the National
University of Singapore, one of the leading global institutions in these fields.

6. Market Analysis
There were about 107000 dogs in Singapore in 2008[4], and expenditure on pet products was
estimated to be $21 million in 2011[5]. More importantly, the National Environment Agency has
observed that many of Singapores dog owners do not clear pet waste while walking their pets, and
is working with Town Councils to find a solution[6]. This shows the sales potential of our scooper.
A key factor is that there is a lack of easy ways for managing dog waste. In a survey of dog owners
conducted by us, it is found that as much as 30% of them do not clear their dogs waste on
vegetation and urban surfaces. Meanwhile, 40% of them also indicate they are disgusted by picking
up dogs waste. More importantly, 92% of the respondents say they would try a method of
managing dog waste more elegantly if given the chance. 98% do not currently use any kind of
scooper, so there is significant market potential for our pet waste management product.
6.1 Scooper Competitors
The products that are widely marketed in Singapore for dog-poop clean-up are mainly biodegradable
bags with a dispenser, or stand-alone scoopers. These are sold in the $12-16 price range, so our
product has to compete at this price point.
6.2 Plastics Bag Competitors
Product
Spot [7]
Trustie [8]

Green Bio [9]

Advantages
Disadvantages
Bio-degradable bag that is lighter than Relatively more expensive
PLA bag (2.3g/ bag)
(S$0.192/bag )
Cheaper than PLA bag (S$0.077/ bag)
Non-biodegradable
Established brand that sells a wide
range of pet products in Singapore
100% bioderadable
Relatively more expensive
Made of Starch PVA film, a water- (S$0.2675/bag)
soluble material that dissolves in less
than a minute

7. Marketing Strategy
The advertising and branding of our product ScooperStyle will be conducted in the following four
ways. The key principle here is to target dog owners as selectively and effectively as possible.
7.1 Online advertisement via Facebook page
A Facebook (FB) page will be developed for communicating with our customers. Here, our potential
customers can get more information and business updates about our product, and even make online
orders. FB is the most popular online social networking services in recent years and many pet lover
groups such as Pet Society have been established there. Because of this high popularity and the wellestablished network, an FB page can help us attract many potential customers. In addition, such an
online FB page is free, which significantly reduces the cost incurred.
7.2 Online banner advertisement via local pet-lovers forum
Advert banners will be put up on popular local pet forums such as Pets Channel, which will direct the
user to our FB page. This helps us attract a greater number of potential customers because Pets
Channel is one of the largest online communities, with 100,000 unique visitors monthly, dedicated
to pet lovers information sharing. We will monitor traffic from the forum and decide if such
advertisement is effective enough to be continued.
7.3 Magazine advertisement
A half-page advertisement on the Run-On-Pages will be made for two issues on PETS per year. PETS
is a popular local pets magazine, has a circulation of 8000 and its readership profile contains
executives and professionals between 21 and 50 years old, with tertiary education and high
disposable income. Hence, it can help us attract a sizable number of potential customers who are
willing and able to invest in a ScooperStyle.
7.4 In-store advertisement
Studies have found that more than 90% of shoppers make unplanned purchases, and 51% of those
decisions take place in the shopping aisles [10]. Those visiting pet stores may also already be
intending to make a purchase. As a result, the use of such advertising will help us attract a good
number of potential customers. This will be done by the following four ways:
1.
2.
3.
4.

Placement of our product in visible store locations, such as near checkout counters
In-store demonstrations;
Posters at the entrance
Sales promotion

8. Pricing Strategy
There is no existing local competition for this scooper idea, so the price will be pegged to customers
perceived value of such a product. In the survey we conducted, we found that most would like to try
out our product at a maximum price of about $12. Thus, we suggest that ScooperStyle be priced at
about $10 in stores, at $9.99 online, and come with a free roll of 20 PLA bags. More bags can be
bought separately at $5 for four rolls. Interested pet stores will get the ScooperStyle at $7, but the
exact sale price is up to them and they can pocket the difference.

9. Distribution strategy and post-sale service

The distribution will mainly be conducted in two ways via online sales and pet stores. Internet
orders will be sent to the customers address via registered mail, the delivery paid for by us.
Any manufacturing defects identified will be remedied with a one-to-one free exchange service in
accordance with the Lemon Law [11]. For in-store purchases, the store owners will be the primary
agent for this service. We will then compensate the store for the extra cost incurred.

10. SWOT Analysis

Strengths
As a group of Material Science and Engineering students, we are well-equipped with good technical
knowledge in material design and selection, allowing the selection of the best material in the given
price range. Moreover, our products are supplied by overseas manufacturers, lowering our start-up
cost as there is no fixed investment required, and granting us the freedom to choose and work with
manufacturers that offer the lowest price. Also, plastic bag sales provide recurring income.
Weaknesses
Our brand is not well established and people might question our product quality. Various
campaigning and advertising strategies described above will be deployed to introduce our brand in
the market. We can also continuously assess customer reviews and make improvements to gain
their trust. Another limitation might be difficulties in communication between the engineering and
manufacturing teams due to the geographical distance. This can be overcome by providing the
manufacturing teams accurate design simulations of our products, and the use of video calling.
Opportunities
Currently, there is no local competitor in the market that produces mini portable dog-poop scooper
with plastic lining, which gives us the first-mover advantage. We have also identified markets in
neighbouring countries such as Taiwan, Hong Kong, Japan and Australia. These countries have high
number of adopted dogs and similar social urban settings as Singapore.

Threats
There will be market saturation in Singapore after a few years, and so we plan to expand our
business to overseas markets. Other local competitors may imitate our products, and thus we will
get a patent prior to the launching of our product to protect our intellectual property.

11. Financials
FY2013E
$42,500
$38,843
$81,343

Sale of Scoopers
Sale of Plastic Bags
Total Revenue

FY2014E FY2015E FY2016E

$72,250 $101,150 $111,350
$113,208 $197,317 $341,417
$185,458 $298,467 $452,767

Scooper Production Cost

Bag Production Cost
Cost of Revenue

$10,300
$4,529
$14,829

$17,510
$12,228
$29,738

$24,514
$20,846
$45,360

$26,986
$34,872
$61,858

Gross Profit

$66,514

$155,720 $253,106 $390,909

Warehousing
Scooper Delivery[12]
Bag Delivery
Advertising
Patenting
Wages
Operating Expenses

$480
$10,283
$8,390
$6,820
$741
$120,000
$146,714

$504
$529
$556
$17,480 $24,472 $26,940
$24,453 $42,620 $73,746
$6,820
$6,820
$6,820
$0
$0
$0
$128,400 $137,388 $147,005
$177,657 $211,830 $255,067

Operating Income
Taxable Income (less exemptions [13])
Tax
Net Income

($80,200) ($21,937)
$0
$0
$0
$0
($80,200) ($21,937)

$41,276 $135,842
$0 $135,842
$0 $23,093
$41,276 $112,749

12. Expansion Strategy

As the pioneering manufacturer and distributor of the ScooperStyle model of dog waste scooper in
Singapore, the exit strategy depends strongly on the outcome of the venture. As such, one out of
two possible exit strategies will eventually be adopted: acquisition or franchising.
In the event that the sales of the ScooperStyle reaches saturation in Singapore, our company will
agree to acquisition bids based on the current assets of the company, with a markup of at least
$200,000, in order to tackle the feasibility of an expansion into markets in Australia, Hong Kong,
Taiwan, Korea or Japan. Our company will agree especially to bids by pets equipment supplies
companies catering to a broader customer base of pet owners, local and worldwide, and attend to
the possibility of maximizing the use of the companys assets.
6

A.1 Materials Selection

A.11 Scooper Material
Design Requirement (Body/Axle)
Functions
Constraints
Objectives
Free Variables

To pick up dog poop outdoors

To act as hinge for scooper
Acceptable hardness, yield strength, abrasive Acceptable toughness
resistance
Low weight; low cost; ease of use
Low coefficient of friction
Choice of materials, processing method, dimension

Choice of materials [14]

Our survey results show that the ease of use and portability are two most important criteria for the
scooper. This would eliminate materials like metals and ceramics from our choice because they are
relatively much denser or limited in terms of variety of design. Thus, we will consider polymers as
our scooper materials.
Polymer

Youngs
Mod Mpa

Yield
Stress
Mpa

Elongation
at Yield %

Elongation
at Break %

Density
3
g/cm

Hardness

Cost
USD/
kg

Melt
Processing
Temp C

ABS
PC
PP

1800 - 2600
2200 - 2400
800 - 1400

34 - 52
62
20- 36

2.5 - 3
6-8
6 - 13

25 - 75
90 - 110
Up to 300

1.06
1.20
0.90

75 - 115
118
75 85

0.75
0.92
0.22

180 - 240
280 - 310
200 - 300

Among the three polymers, PP has the lowest density which means that the mass would be smallest
given the same volume and the lowest cost. The hardness and yield strength are sufficiently high to
withstand plastic deformation and abrasion for a general use. These criteria satisfy our objectives
listed above.
Processing: Injection Moulding
Injection moulding is suitable especially for: containers, packaging, complex shapes.
Weight
Section Thickness
Tolerance
Roughness
Economical Batch Unit

Criteria

0.01 50 kg
0.5 8 mm
0.1 1 mm
0.2 1.2 microns
> 10000

Axle cap
Strap
Plastic bag roll
Axle
7

Scooper
body

A.12 Strap Material

Design Requirement
Functions
Constraints
Objectives
Free Variables

To slide our hand into to grip and open the scooper

Acceptable stiffness, yield strength
Low cost
Processing method and Dimension

Choice of Materials [14, 15]

Polymer

Youngs
Mod MPa

Yield Stress
MPa

Elongation
at Yield %

Density
3
g/cm

Cost
USD/meter

Melt
Processing
Temp /C

PET fiber
Nylon 66 fiber
PP fiber

3440
2460
1590

57.5
70.2
34.9

5.39
13.4
19

1.41
1.14
0.90

0.10
0.25
0.10

243
267
235

Comparing the properties above, PET has the highest stiffness (Youngs modulus) whereas Nylon 66
has the highest resistance against plastic deformation (y ield strength). However, taking into
account the weight and cost, PP is considered to be the best choice.
A.13 Plastic Bag Material
Design Requirement
Functions
Constraints
Objectives
Free Variables

Contain the poop in the scooper

Impermeable, tear-resistant, incinerator-friendly
Low cost of materials and processing
Processing method and Dimension

Choice of Materials [14]

Polymer

Youngs
Mod MPa

Yield Stress
MPa

Elongation
at Yield %

Density
3
g/cm

Cost
USD/piece
(20x20cm)
[16]

Moisture
Absorption at
equilibrium %

Cellulose
acetate film
Polyester film
PLA film

1900

32.6

3.36

1.27

0.030 0.250

2.310

3630
1840

41.8
44.0

7.80
5.00

1.34
1.25

0.020 0.100
0.012

0.364
0.300

The choice of material is PLA (polylactic acid). Our main objective is to provide environmentally
friendly plastic bags that are safe to be incinerated. PLA is a plastic substitute made from fermented
plant starch (usually corn). It is technically carbon neutral as it comes from renewable, carbonabsorbing plants. This is yet another way to reduce our emissions of greenhouse gases. PLA will not
emit toxic fumes when incinerated. Producing PLA uses 65% less energy than producing
conventional plastics [17].
Based on the table of properties, PLA has an acceptable stiffness, stretch-ability, and relatively low
cost. It has the lowest moisture absorption at equilibrium among the three polymer films which is
important to ensure the hygiene aspect. It has the lowest density as well although this value is much
larger than regular LDPE and PP films. However, as each scooper would only come with a roll of 20
pieces of plastic bag, the issue of larger weight would not be as critical.
8

A.2 Production Cost of Scooper and Plastic Bag

A.21 Plastic Bag Cost [16]
Assume we provide 1 roll of 20 plastic bags in a scooper = 20 x 10000 = 200 000 pieces
Price for 1000 pieces of PLA bag 22 x 20 cm = USD 11.91
Total cost of PLA = 200 000 x 1.25 x USD 11.91: 1000: 2 (half size) = SGD 1488.75
Estimated additional cost for producing in rolls = +5% = SGD 1563.20
Cost of each roll (of 20 pieces of PLA) = SGD 0.16
Weight of 200 000 pieces = 1 000 000 g
Estimated shipment cost = SGD 2000
Total cost of PLA and shipment = SGD 1563.20 + 2000 = SGD 3563.20
Total cost for each PLA roll (of 20 pieces each)= SGD 0.36

A.22 Scooper (Body+Axle) Manufacturing Cost [18]

Raw material cost: PP
3

Volume of 1 scooper = 150.28 cm (Dimensions: 12 x 10 x 4 x 0.4)

3
Volume of runner (wastage PP per 1 scooper in injection molding) = 17% x 150.28 = 25 cm
3
Total volume for 1 scooper = 175.28 cm
3
Density of PP = 0.9 g/cm
Mass of PP for manufacturing 1 scooper = 157.75 g (Mass of 1 scooper = 135.25 g)
Total cost of PP needed = 1.25 x USD 0.22/kg: 1000 x 10000 units x 157.75 g = SGD 433.80
Estimated shipment cost = SGD 5365
Total cost of PP and shipment = SGD 5798.80
7.5
12

7.5
7.5

Mold Cost
Mold base cost

= 1000 + 0.45 Area x Thickness of cavity and core plate

2
= 1000 + 0.45 x (27 x 45 cm ) x (2 + 2x7.5 cm)
= SGD 2600 = SGD 2750 (rounded with estimation)
Estimated additional processing cost (for opaque standard surface finish) =
+15% = SGD 3165.20

10
7.5
10

Operating Cost
3

1 cavity: part volume 75 cm , shot size 90 cm , runner (waste) 17%

7.5
2
Projected area = 12 x 10 = 120 cm
2
Total projected area = 2 x 1.17 x 120 = 280.8 cm
6
Clamping force = total projected area x 50 x 10 N = 1404 kN
Molding machine choice:
3
Operating cost
Cycles
Max clamping
Driving force kW
Clamping F kN
Shot size cm
SGD/hour
stroke cm
1600
286
41
10
42
22
Thus in 10 s, we produce 1 scooper (1 upper and 1 lower piece), and 10000 scoopers in 28 hours
Operating machine cost = SGD 41 x 28 = SGD 1148 = SGD 1200 (rounded with estimation)
Wages of technicians and overhead and other charges = SGD20 x 28 x 5 technicians = SGD 2800

Cost for strap

Choice of material: PP fiber, of which the cost per meter = 1.25 x USD 0.10 = SGD 0.125
Length of strap for each scooper = 10 cm
Cost for each strap = SGD 0.0125; and for attaching strap per scooper= +5% = SGD 0.013
Total costs for manufacturing 10000 scoopers = SGD 5798.80 + SGD 3165.20 + SGD 1200 + SGD 2800 + SGD
130 = SGD 13094 +5% logo printing cost = SGD 13749
Total costs for manufacturing 1 scooper = SGD 1.37
Estimation with profit of the manufacturing company = 1.50 x 1.37 = SGD 2.06

A.3 Survey
A total of 48 persons responded to our survey. The survey responses are summarized as follows.
A.31 The scooper is likely to see daily or weekly use

A.32 There is a large group who would like to use such a scooper

Would you clean up your dog's poop on grass or other vegetation?

Would you clean up your dog's poop on pavement or other urban surfaces?
Would you feel disgusted touching poop with your hands, even with a plastic bag?
If you could clean up your dog's poop without touching it, would you be willing to try it?
Do you currently use any kind of poop scooper?

Yes(%)
58
81
38
92
2

No (%)
42
19
63
8
98

A.33 About 66% is willing to buy our scooper at $10 or less and about 90% is willing to
buy our plastic bags at $0.10 or less
50

50

40

40

30

30

20

20

10

10

0
$5

$10

$15

$20

$0.00

$0.10

A.34 Portability and hygiene are key constraints for the scooper

10

$0.20

$0.30

References
1.
2.
3.
4.
5.
6.
7.
8.

9.

10.

11.
12.

13.
14.
15.
16.
17.
18.

Radcliff City Hall. Pet Waste. [cited 2012 26 Oct]; Available from:
http://cityof.radcliff.org/site/PetWaste.html.
Perkiomen Crossing Homeowners Association. Dog Waste Removal. 2012 [cited 2012 26
Oct]; Available from: http://www.perkiomencrossing.com/News.html.
Wikipedia. Polylactic acid. 2012 24 Oct [cited 2012 26 Oct]; Available from:
http://en.wikipedia.org/wiki/Polylactic_acid.
World Society for the Protection of Animals, Global Companion Animal Ownership and
Trade: Project Summary, 2008.
Euromonitor International, Pet Products Market Overview in Singapore, 2011.
Lian Cheong, N. and D. Loh, NEA moves to clean up pet poop, in CNA2012.
SingPet. Other Pet Accessories. 2012 [cited 2012 26 Oct]; Available from:
http://www.singpet.com/itemdesc.asp?ic=98406&eq=&Tp.
Pet Lovers Centre. CLEAN UP/ STAIN & ODOR CONTROL TRUSTIE. 2012 [cited 2012 26 Oct];
Available from:
http://www.petloverscentre.com/products.php?DepartmentID=1&DeptCategoryID=4&ID=1
0787&action=detail&xtimestamp=21102012172556.
Pet Lovers Centre. CLEAN UP/ STAIN & ODOR CONTROL GREEN BIO. 2012 [cited 2012 26
Oct]; Available from:
http://www.petloverscentre.com/products.php?DepartmentID=1&DeptCategoryID=4&ID=1
3944&action=detail&xtimestamp=21102012172556.
MarketingCharts. In-Store Ads More Effective than Out-of-Store. 2009 7 Apr; Available from:
http://www.marketingcharts.com/wp/print/in-store-ads-more-effective-than-out-of-store8623/.
Consumers Association of Singapore. The Consumer Protection (Fair Trading) Act. 2012;
Available from: http://www.case.org.sg/cpfta.html.
Singapore Post Limited. REGISTERED ARTICLE - FREQUENTLY ASKED QUESTIONS (FAQS).
2012; Available from: http://www.singpost.com/send-documentparcel/registeredarticle/53-personal/send-documentparcel/422.html#2.
Inland Revenue Authority of Singapore. Tax exemption scheme for new start-up companies.
2009; Available from: http://iras.gov.sg/irasHome/page04.aspx?id=414.
MatWeb. Data sheets for over 91,000 metals, plastics, ceramics, and composites. Available
from: http://www.matweb.com/search/search.aspx.
Alibaba.com. backpack strap material. [cited 2012 28 Oct]; Available from:
http://www.alibaba.com/showroom/backpack-strap-material.html.
Alibaba.com. Recylable plastic carrier bags. [cited 2012 28 Oct]; Available from:
http://www.alibaba.com/product-gs/503538136/Recylable_plastic_carrier_bags.html.
Royte, E., Corn Plastic to the Rescue, in Smithsonian2006.
Lee, K. S., Design for Manufacturing and Assembly, 2012.

11