Thermos Product and Service Innovation Final Presentation Beyer

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

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

Problem Research Problem Definition Options Solution Business Plan FOCUS – Outdoor Activities How to keep warm? Clothes Hot drinks Hand warmer Air heater Thermos bottle

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

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

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

Option Analysis – 1. Energy Problem Definition Options Solution Business Plan Possible Options of Energy Source – for 1 st problem Direct Methanol Fuel cell (DMFC) Solar cell Hand warmer Double A’s Battery Principal Chemical reaction by using liquid fuel Weight 40 g + α 1 g 50 g 23 g Size 5 x 3 x 1 cm 2 micron 13*9 cm 5 cm Energy 40 W/h 2. 5 Wh 51 c - 24 h 3. 75 Wh Rechargeable ? O O O X Evaluation Available Cost Matters Power Matters X Physical process by converting light into electricity Exothermic crystallization Chemical reaction by mercury, lithium

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

Option Analysis – 1. Energy Problem Definition Options Solution Business Plan Application of DMFC Objective : Heating 500 ml water from 15ºc to 85ºc in 15 min Calculation 1. Needed calories 2. Needed power 3. 500 ml * (85ºc-15ºc) = 35000 cal = 35 kcal = 0. 24 * p * 60*60 p = 0. 040 kw = 40 w Assume that it needs approximately 40 w for 1 h Feasible Solution 4 5 x 3 x 1 cm Battery 40 wh Needs 40 ml of methanol Series Connection • • • 40 wh of Power * 4 ¼ h = 15 min 160 ml of Methanol

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

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

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

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

Suggested Solution Problem Definition Options Solution Business Plan Ability to store several drinks Handles in order to easily pull the container up Two containers, each 0. 5 l vacuum + Safety device and material for DMFC battery + Opportunity to heat only one container + Can bring different drinks

Business Model Problem Definition Options Solution Business Plan Marketing Mix – 4 P • • Relatively high comparing normal thermos Cost reduction by developing technology is needed Divided into 2 types of product • Exclusive sporting goods -Big size : 800 ml, 1 L, 1. 2 L -Sportive color : Black, Silver • Low-priced public goods -Small size : 250 ml, 300 ml -Various color : Blue, Pink, Green Price Product Place Promotion 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 According to research – 70% of thermos users are likely to buy it !

Business Model Problem Definition Options Solution 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 Options Solution 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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