UNIVERSITYOF WOLLONGONG
卧龙岗大学

ENGG950-Innovation and Design Autumn Session 2013
ENGG950-创新与设计秋季研讨会 2013

PRODUCT REPORT
产品报告

AEROCLIM
艾罗克林

DESIGNED FOR CHANGE
为变革而设计

ENGG 950 Innovation & Design Group No.: D5 ENGG950创新与设计组编号：D5	Final Report woLYERSGYE 最终报告 woLYERSGYE Table of Contents 目录
Content 内容	Page no 页码

1. Executive summary  3
1. 行政总和玛丽 3

2. Potential product idea   5
2.潜在的产品理念5

2-1 Innovation Idea (1):  5
2-1 创新理念（1）：5

2-2 Innovation Idea (2):  7
2-2创新思路（2）：7

2-3 Innovation Idea (3):   8
2-3 创新思路（3）：8

3. The Product  9
3.产品9

3-1 The Divergence Process  9
3-1 背离过程9

3-1-1 Weighted ConstraintMatrix  9
3-1-1 加权约束Matrix9

3-1-2 Inventive toots  11
3-1-2创造性的嘟嘟11

3-2 The ConvergenceProcess 14
3-2 融合过程14

3-2-1 Pugh's Design Boundaries Access  14
3-2-1 Pugh 的设计边界访问14

3-2-2 Pugh Controlled Convergence Method  18
3-2-2 Pugh控制Convergence方法 18

3-3 Technical Specification  20
3-3技术规格 20

3-4 Functional Description   21
3-4功能描述 21

3-5 Green DesignGuidelines Implementation   26
3-5 绿色设计指南实施 26

3-5-1 Life Cycle of raw materials   26
3-5-1原材料的生命周期 26

3-5-2 Implementation of the Green DesignGuideline  28
3-5-2绿色 Design的实施指南 28

4. The Market  28
4. 市场28

4-1 TheMarket  28
4-1市场28

4-1-1 Market Size  29
4-1-1市场规模29

4-1-2 Market Competition  31
4-1-2 市场竞争 31

4-1-3 Market Trends  32
4-1-3市场趋势32

4-1-4 Market Price  33
4-1-4 市场价格 33

AEROCLIM
艾罗克林 1

ENGG 950 Innovation & Design Group No.: D5
ENGG 950 创新设计组编号：D5

Final Report
最终报告

WNLYERSGyOE

4-1-5 Relative Benefits of Product  34
4-1-5产品的相对优势34

4-1-6 Market Share Goal   35
4-1-6市场份额目标35

4-2 SWOT ANALISIS  35
4-2 SWOT分析35

4-3 BCG  38
4-3卡介苗38

4-4 Marketing mix 4 P's  40
4-4 营销组合4 P40

4-4-1 Product  41
4-4-1产品 41

4-4-2 Price  42
4-4-2价格42

4-4-3 Place  42
4-4-3第 42 位

4-4-4 Promotion  43
4-4-4促销43

4-5 Cost plus price  43
4-5成本加价格43

5. Protection of IP  49
5. IP49 防护等级

5-1 Prior Art Assessment   49
5-1现有技术评审49

5-2 The IP strategy of our product   50
5-2我们产品的IP 战略50

6. The Risk  51
6.风险51

6-1 Risk analyse of our product  51
6-1产品风险分析51

6-1-1 Event tree analyse   51
6-1-1事件树分析51

6-1-2 Risk analysis and evaluation  53
6-1-2风险分析和评估53

6-1-3 Analysis value of risks  54
6-1-3风险分析值 54

6-2 Risk Mitigation Strategies  55
6-2风险缓解 策略 55

7. Commercial Feasibility  57
7.商业可行性 57

7-1 Commercial structure  57
7-1商业结构57

7-2 Financial projection and feasibility   59
7-2 财务预测与可行性59

8. Conclusion:   65
8.结论：65

9. References   66
9.参考资料66

10. Team and Structure  67
10.团队与结构67

AEROCLIM 2

ENGG 950 Innovation &Design Final Report
ENGG 950 创新与设计最终报告

Group No.:D5
第 :D 5 组

1.Executive summary
1.执行摘要

In the beginning part of this report,we study three problems regarding children safety and well-being and through divergent process,we strive to choose one problem and clarify it to find different solutions for this specific problem.We define three simple idea to address the problems while aim to improve these ideas further.These three ideas are pram with air circulation,baby changing and feeding table and illuminating helmet.Using Weighted Constraint Matrix,the pram with air circulation idea has been chosen as the most feasible problem to work on it.Various constraints such as, affordability,reliability and initial investment are used here to evaluate each idea.In this step,we use different tools to investigate problem and its process more in deep while during using each tool new solutions were welcomed.
在本报告的开头部分，我们研究了儿童安全和福祉的三个问题，并通过不同的过程，我们努力选择一个问题并对其进行澄清，以便为该特定问题找到不同的解决方案。我们定义了三个简单的想法来解决问题，同时旨在进一步实施这些想法。这三个想法是带空气流通的婴儿车、婴儿换尿布和喂食台以及发光头盔。使用WeightedConstraintMatrix，选择具有空气循环思想的婴儿车作为最可行的问题。这里使用各种约束条件，例如可负担性、可靠性和初始投资来评估每个想法。在此步骤中，我们使用不同的工具更深入地调查问题及其过程，同时在使用每个工具的过程中欢迎新的解决方案。

Secondly,we implement Pugh's Design Boundaries tool in order to optimise and choose the right design for the solution.Pugh's Design Boundary tool helps us to converge all potential solutions into the best one,while providing the opportunity to use the strengths of other potential solutions to maximise the perfectness of the chosen solution.In the second part,all the technical specifications are determined and communicated with different sketches and illustrations.Also,in this part functional description of our product is prepared.Regarding green design guideline, our goal is to produce the product with less amount of burden to.environment.So,we design the product to be separable and use raw materials which are mostly able to be reused or recycled.
其次，我们实施 Pugh 的设计边界工具，以便为解决方案优化和选择合适的设计。Pugh 的设计边界工具帮助我们将所有潜在的解决方案汇聚成最好的解决方案，同时提供利用其他潜在解决方案的优势来最大限度地提高所选解决方案的完美性的机会。在 第二部分中，确定了所有技术规格，并通过不同的草图 和插图进行了交流。此外，在这部分我们准备了产品的功能描述。关于绿色设计指南，我们的目标是生产对环境负担较小的产品，因此，我们将产品设计为可分离的，并使用大多数能够重复使用或回收的原始马。

Thirdly we assess the market and define marketing mix in order to better understand the market and target it with more beneficial strategy.We base our initial market on Australia and plan to increase our geographical coverage after acquiring feedback from Australian market.Furthermore,market assessment show that due to the gradual increase in the annual birth rate,the number of customers will increase, accordingly which is calculated to be 285,213 at the beginning.The other finding is that there is no direct competitor for our product however it is essential to be watchful about indirect or near direct competitors which are competing for same customer's wallet share. Since the market of children product is huge one in Australia and market growth rate in nearly moderate,so our product will place in cash flow in BCG matrix which means needs less amount of investing but gives high amount of money,in return.At the end of this part,we define cost structure and calculate the cost of production and final price for product.We plan to skim market to decrease the price of product at the right time from its price,which is 149.49,to 129.49 to attract more customers.In order to protect or product we plan to apply for a patent certification to document our product under name of AEROCLIME.
第三，我们评估市场并确定营销组合，以便更好地了解市场并以更有利的策略瞄准市场。我们以澳大利亚为初始市场，并计划在获得澳大利亚市场的反馈后扩大我们的地理覆盖范围。此外，市场评估显示，由于年出生率的逐渐提高，客户数量将会增加，因此开始时计算为285,213 人。另一个发现是，我们的产品没有直接竞争对手，因此必须注意间接或接近直接的竞争对手，这些竞争对手正在争夺同一客户的竞争钱包分享。 由于儿童产品市场在澳大利亚是一个巨大的市场，市场增长率几乎处于中等水平，因此我们的产品将把现金流放在BCG矩阵中，这意味着需要的投资量较少，但给予很高金额，作为回报。在这部分的最后，我们定义了成本结构 ，并计算了生产成本和产品的最终价格。我们计划在适当的时候将产品价格从149.49 降至129.49，以吸引更多客户。为了保护或产品，我们计划申请专利认证，以 AEROCLIME 的名义记录我们的产品。

AEROCLIM 3
艾罗克林3

At the last part of this report,the risks of the product have been identified and tried to address to minimise their threat for children.These three risks are overheating, circuit failure and filter failure.Also,the venture structure is discussed here.The number of employee and their skills,the activities are done internally and those are outsourced are clarified in this section.Since we have an expansion plan to develop company,we illustrate the organization chart only for the first two years before executing expansion plan.Finally,in regard to assess financial feasibility of the product,the cash flow of product and different financial measures such as Internal Rate of Return (IRR),Return on Investment (ROI)have been used to evaluate the attractiveness and profitableness of producing our product as one project.Different scenarios have been studied and their results are presented in the related tables. Calculation shows that after five years,return of investment will be 364.1%,while if our investors decide to deposit their money in bank instead of investing in our project,the ROl will be 26.1%which means we offer more profit to them.
在本报告的最后部分，已经确定了该产品的风险，并试图解决它们对儿童的威胁。这三个风险是再过热、电路故障和过滤器故障。此外，这里还讨论了风险投资结构。员工人数及其技能、活动是在内部完成的，而这些是外包的，本节对此进行了说明。由于我们有一个发展公司的扩张计划，因此在执行扩张计划之前，我们只对前两年的组织结构图进行说明。最后，在评估产品的财务可行性方面，使用产品的现金流和内部收益率 （IRR）、投资回报率 （ROI） 等不同的财务指标来评估其吸引力和生产G我们的产品作为一个项目的盈利能力。已经研究了不同的场景，其结果显示在相关表格中。计算显示，五年后，投资回报率将为364.1%，而如果我们的投资者决定将钱存入银行而不是投资于我们的项目，ROl将为26.1%，这意味着我们为他们提供更多利润。

ENGG 950 Innovation &Design Final Report
ENGG950创新与设计最终存储库rt II

Group No.:D5
第 :D 5 组

2.Potential product idea
2.潜在的产品创意

2-1 Innovation Idea(1):
2-1创新理念（1）：

Air circulating bed for pram (Aeroclim)
婴儿车空气循环床 （Aeroclim）

2-1-1 Problem statement:
2-1-1问题陈述：

Pram is used to carry babies or child outside the house for a walk,shopping etc.At extreme climates such as peak summer and cold winters parents are unable to take their child outside because of the intolerable weather conditions that prevails outside.With such adverse climate conditions it is difficult for the parents to take their young ones outside as the child is affected by either heat or cold weather and child feels uncomfortable and irresistible to the extreme weather conditions.Thus there's a need for air and temperature regulation inside the pram.
婴儿车用于携带婴儿或儿童出门散步、购物等。在夏季和寒冷的冬季等极端气候下，由于外面普遍存在的恶劣天气条件，父母无法带孩子出门。在如此恶劣的气候条件下，父母很难带他们的孩子出门，因为孩子会受到炎热或寒冷天气的影响，孩子会感到不舒服和无法抗拒因此，婴儿车内部需要调节空气和温度。

2-1-2 Opportunity statement:
2-1-2 机会声明：

The opportunity we have in designing and marketing a product is with the extreme climate conditions that prevent parents from taking their child outside and a solution or design to overcome the effect of extreme climates.As we know our mother earth is getting warmer each year and new maximum and minimum temperatures are recorded worldwide.The necessity of taking a child out has not reduced,as the parents are left with less option.
我们在设计和营销产品时的机会是防止父母带孩子外出的极端气候条件，以及克服极端气候影响的解决方案或设计。众所周知，我们的地球母亲每年都在变暖，全世界都记录了新的最高和最低温度。带孩子出去的必要性并没有减少，因为父母的选择更少。

At present the effect of extreme temperature is prevented by closing the cover/lid of the pram and at summer the maximum protection they can offer is by installing an external fan.But at winter there's no external means of temperature regulation.
目前，关闭婴儿车的盖子可以防止极端温度的影响，在夏天，他们可以提供的最大保护是安装外部风扇。但在冬天，没有外部的温度调节手段。

AEROCLIM 5
AEROCLIM 5 系列

2-1-3 Preliminary solution
2-1-3初步解决方案

Our product is an add-on device and design in a way to be installable to any available kind of prams in the market.It consists of a bed which is to be placed inside the pram,through which air is send in,to circulate the air inside the pram.The objective and purpose of our design is to provide fresh air for the baby,circulate and control the temperature inside the pram.The air is supplied to the bed from a blower which is installed outside.At summer our product ensures that the air is circulated inside the pram,and prevents from temperature rise and thus the suffocation of baby due to hot weather.The blower has an inbuilt heater coil whichcan be operated in winter in order to keep the pram atmosphere warm,and prevent the baby from cold weather. At both the circumstances filtered fresh air is circulated inside the pram for breathing.The blower is operated by battery power which is charged by dynamo attached to the wheel of the pram.
我们的产品是一个附加设备，其设计方式可以安装到市场上任何可用的婴儿车上。它由一张床组成，该床将放置在婴儿车内，空气通过床进入，以使婴儿车内的空气循环。我们设计的目标和目的是为婴儿提供新鲜空气，循环和控制婴儿车内的温度。空气由安装在室外的鼓风机供应到床上。在夏季，我们的产品确保婴儿车内的空气流通，并防止温度上升，从而防止婴儿因炎热的天气而窒息。鼓风机有一个内置的加热线圈，可以在冬天运行，以保持婴儿车的气氛温暖，并防止婴儿在寒冷的天气中。在这两种情况下，过滤后的新鲜空气在婴儿车内循环以进行呼吸。鼓风机由电池供电，电池由连接到婴儿车轮子上的发电机充电。

Fig 1
图1

AEROCLIM 6
艾罗克林6

2-2 Innovation Idea (2):
2-2创新理念（2）：

Baby Changing and Feeding Table
婴儿换尿布和喂奶T型

2-2-1 Problem statement:
2-2-1问题陈述：

When children go out with their families for a traveling or a day trip,it is a bit difficult to arrange the lunch for the babies and feed them,as they could not hold their food by themselves,and on the back sits where the kids usually site,is not a table for them to put their food or drinks on.
当孩子们和家人外出旅行或一日游时，为婴儿安排午餐和喂养他们有点困难，因为他们无法自己和背着食物坐在孩子们通常所在的地方，不是他们放食物或饮料的桌子。

2-2-2 Opportunity statement:
2-2-2 机会声明：

In the present market,there is not a table like this product available for the kids that could help babies eat or put other staff on it when babies site on the back sit of the car.The other application of this table can be use of it as a table for changing the nappies for the conformability of parents when they are traveling by car and rest areas are not accessible.This table is every useful and convenient,this baby changing and feeding table could be used as a table mainly for kids that site on the back sit of the car,it could be folded together and easily to store,it is made of plastic and not heavy to carry.
在目前的市场上，没有像这样的桌子可供 孩子们使用，当婴儿坐在汽车后座时，它可以帮助婴儿吃饭或让其他工作人员在上面。此表的另一个应用是将其用作更换尿布的表，以便父母在开车旅行时和休息区不可达时保持顺应性。实用且方便，这款婴儿换尿布和喂食桌可以用作主要供坐在汽车后座上的孩子的桌子，它可以折叠在一起，很容易地商店，它是用塑料制成的，携带起来不重。

2-2-3 Preliminary solution:
2-2-3初步解决方案：

Our product could be used as a table mainly for kids that site on the back sit of the car,it could be folded together and easily to store.
我们的产品主要用作儿童坐在汽车后部的桌子，可以折叠起来，易于存放。

AEROCLIM 7
艾罗克林7

2-3 Innovation Idea (3):
2-3 创新理念（3）：

Bicycle riders helmet
自行车骑手头盔

2-3-1 Problem statement:
2-3-1问题状态：

Researches indicate that while bicycles are the most frequent reason of children injuries,60%of Australian children do cycling on a regular basis and nowadays cycling is ranked among four most popular activities for children in Australia.Although Australian children are allowed to ride on footpath,albeit it actually depends on estates-in some estates it is legal only for children under 12 while in some others all the children can ride on footpath,Australian and oversees researches point out that it is more hazardous to ride on footpath in comparison with roads (Centre for Accident Research &Road Safety 2011).This issue becomes more serious when the condition of weather gets worse or it becomes dark,the risk of collision with other pedestrians walking on footpath or other riders will increase.Furthermore,sometimes using dark colours or a combination of colours reduces the visibility of helmet.
研究表明，虽然自行车是儿童受伤的最常见原因，但 60% 的澳大利亚儿童经常骑自行车，如今骑自行车是澳大利亚儿童最受欢迎的四项活动之一。澳大利亚儿童被允许在人行道上骑行，尽管这实际上取决于屋苑——在某些屋苑中，只有 12 岁以下的儿童是合法的，而在其他一些屋苑中，所有儿童都可以在人行道上骑行，澳大利亚和监督研究发现，这更危险在人行道上骑行与道路相比（事故研究与道路安全中心 2011）。当天气状况恶化或天黑时，这个问题会变得更加严重，与走在人行道上的其他行人或其他骑手发生碰撞的风险会增加。此外，有时使用深色或颜色组合会降低头盔的可见度。

Children use bicycle helmet less than parents reckon.Still many children refuse to wear helmet whereas they may know not wearing helmet can be a serious threat for their health while riding,they always complain that“helmet is not cool”and are concern about how they look and negative feedbacks of peers.They prefer to manipulate their helmet (Bicycle Helmet Safety Institute 2013).
孩子们使用自行车头盔的次数比父母估计的要少。仍然有孩子拒绝戴头盔，而他们可能知道不戴头盔会对他们在骑行时健康构成严重威胁，他们总是抱怨“头盔不酷”，并担心自己的外表和同龄人的负面反馈。他们更喜欢操纵他们的头盔（自行车头盔安全研究所2013 年）。

2-3-2 Opportunity statement
2-3-2 机会

There is an opportunity to design and make a more child-friendly helmet which may result in:
有机会设计和制造适合儿童的头盔，这可能会导致：

Reducing the number of children injuries due to not being seen and recognised while they are riding their bicycles or as a result of neglecting and not wearing appropriate helmet.These injuries may be as a result of collision with pedestrians or other people cycling.
减少因骑自行车时未被看到和识别，或因忽视和未佩戴适当头盔而受伤的儿童数量。这些伤害可能是与行人或其他骑自行车的人发生碰撞的结果。

Increasing the use of helmet among children through giving them the helmet which is more intriguing for them.
通过给孩子戴头盔来增加儿童对helmet的使用，这对他们来说更有趣。

2-3-3 Preliminary solution:
2-3-3初步解决方案：

The visibility of helmet can be improved through adding some lights which in one side makes it more apparent and alarming,while on the other side this feature can be used and combined with current designs or usage of colours in children helmet to develop and increase attractiveness of helmet while do not reduce the performance of it.
头盔的能见度可以通过增加一些灯来提高，一方面h使其更加显眼和警觉，而另一方面，此功能可以使用并与电流相结合儿童头盔的颜色设计或使用，以发展和增加头盔的吸引力，同时不降低头盔的性能。

AEROCLIM 8
艾罗克林 8

3.The Product
3.产品

3-1 The Divergence Process
3-1分歧过程

3-1-1 Weighted Constraint Matrix
3-1-1 加权约束条件ix

Now that three design products have been considered and investigated it is time to determine which one is more useful to be produced.Each product should be surveyed from two aspects.Although being innovative and useful is very important for each product and customers,it has to be attractive enough for investors to encourage them to spend money for producíng the product.
既然已经考虑了三种设计产品并进行了研究，那么是时候确定哪一种更适合生产了。每个产品都应该从两个方面进行调查。尽管创新和有用对每个产品和客户都非常重要，但它必须对投资者具有足够的吸引力，以鼓励他们花钱生产产品。

Table 1
表1

AEROCLIM 9
AEROCLIM9 系列

ENGG 950 Innovation &Design Final Report
ENGG 950 创新与设计最终报告

Group No.:D5
第 :D 5 组

Affordability-when customers are able and also willing to invest an amount of money to purchase a product which has a reasonable price and meets customers is called affordability.The rating is 7.
负担能力 - 当客户能够并且愿意投入大量资金来购买价格合理且满足客户的产品时，称为负担能力。评分为7。

Reliability-The probability specified that a device will perform its objective adequately,for the period of time,under the operating conditions specified.The rating is 7.
可靠性 - 指定的设备在指定的操作条件下，在一段时间内充分执行其目标的概率。评分为7。

Profitability-It is a capability of a company to produce net income on a consistent basis.It is used for measuring one of two general types of performance:“how much money they are producing with what they've got“and“form the money they take in how much do they make”.The rating is 7.
盈利能力 - 这是公司持续产生净收入的能力。它用于测量两种一般类型的表现之一：“他们用他们所拥有的产生了多少钱”和“形成 他们赚了多少钱”。评分为 7。

Upgradeable-the possibility to add extra features and applications to the product,or in the other words,the possibility to improve and develop a product is called upgradability.The rating is 5.
可升级 - 为产品添加额外功能和应用程序的可能性，或者换句话说，改进和开发产品的可能性称为可升级性。评分为 5。

Market size:As it can be seen this item has been rating 9.Because from both aspect of consideration,customers and investors,it is very important item.
市场规模：可以看出，这个项目一直被评为9.因为从客户和投资者这两个方面来看，它都是非常重要的项目。

Designability:It is defined as a detailed plan out,usually sketch or graphic representation for manufacture.It is very important thus the rating is 8.
可设计性：它被定义为详细的计划，通常是用于制造的草图或图形表示。这非常重要，因此评分为8。

Initial investment:An expenditure of funds to acquire a new capability or capacity. The importance rating is 5 because it is important factor to differentiate between the three products in terms of high capital.
Initial investment：为获得新功能或容量而花费的资金。重要性评级为5，因为它是区分高资本三种产品的重要因素。

AEROCLIM 10

3-1-2 Inventive tools
3-1-2 发明工具

3-1-2-1 Design Tree
3-1-2-1设计树

AEROCLIM 11
艾罗克林 11

WNYERSGYOE

3-1-2-2 Root Cause analysis
3-1-2-2根本原因分析

3-1-2-3 TRIZ
3-1-2-3特里兹

TRIZ which stands for Theory of Inventive Problem Solving is“a theory that considers engineering problems and suggested solutions based on their structure”(TRIZ40 website).In this section we use this method to clarify what is important in design stage and what should be considered or avoided.
TRIZ 代表发明性问题解决理论，是“一种考虑工程问题并根据其结构提出解决方案的理论”（TRIZ40网站）。在本节中，我们使用这种方法来阐明设计阶段什么是重要的，以及应该考虑或避免什么。

One of the main features of our idea is to convert energy producing by moving wheels of pram into electricity in order to work as helping power supply and recharge battery.What must be considered is that this feature must not have negative effect on the operation of our idea and does not increase product complexity.Since the customers of this product are parents and they are always looking for easy-operate products with better level of performance,we strive to improve our design by using following ideas from TRIZ:
我们想法的主要特点之一是将婴儿车轮子产生的能量转化为电能，以帮助供电和为电池充电。必须考虑的是，这个特性不能对我们想法的运行产生负面影响，也不能增加产品的复杂性。由于该产品的客户是父母，他们一直在寻找易于操作、性能更好的产品，因此我们努力通过以下方式改进我们的设计来自TRIZ 的想法：

AEROCLIM 12