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
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 | Final Report woLYERSGYE Table of Contents |
Content | Page no |
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
3-1 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
4-1-1 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
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
4-4 Marketing mix 4 P's 40
4-4 营销组合4 P40
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
6-1 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
10. Team and Structure 67
10.团队与结构67
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
ENGG 950 Innovation &Design Final Report II
Group No. : D5
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
ENGG 950 Innovation &Design Final Report wNLYERSGYE
Group No.:D5
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
ENGG 950 Innovation &Design Final Report NOIGIT
Group No.:D5
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
ENGG 950 Innovation &Design Final Report II
Group No.:D5
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
ENGG 950 Innovation &Design Final Report I
Group No.:D5
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。
To
IDEA 1 | IDEA 2 | IDEA.3 | ||||||
Pram | Baby changing board | Helmet | ||||||
Weighted Constraint Matrix | Rank | Score | Weighted Score | Score | Weighted Score | Score | Weighted Score | |
Designability Regulate Barriers Reliability Manufacturability Upgradeability Market Size Affordability Marketability Profitability Initial Investment | 8 6 7 7 5 9 7 8 7 5 | 4 3 4 4 4 4 4 4 3 3 | 32 18 28 28 20 36 28 32 21 | 4 4 3 3 3 3 3 3 3 3 | 32 24 21 21 15 27 21 24 21 15 | 3 3 4 3 2 4 3 3 3 3 | 24 18 28 21 10 36 21 24 21 15 | |
Maximum Score | Total | 258 | Total | 221 | Total | 218 |
Highest score |
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
ENGG 950 Innovation &Design
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
Assembly | Components | Property | Corrective or concept |
Pram Assembly | Bed | Size | Suitable for the size of the pram and the child. |
Material | Combination of cotton and polyester. | ||
Dimension | 60x30 cm. | ||
Blower with Heater | Size | Suitable size for size pram. | |
Weight | 2 Kg. | ||
Heating capacity | 200 -250 C. | ||
Battery | Capacity | 8333 mAh | |
Width | Thinner Batteries. | ||
Type | Li-ion rechargeable. | ||
Capacity | 12V. | ||
Transformer | Type | Step up transformer. | |
Size | Small transformer. | ||
Voltage in | 6V. | ||
Voltage out | 12V. | ||
Dynamo | Type | Multi core. | |
Power out put | 10 Wh. | ||
Voltage out | 6V. | ||
Pneumatic joint | Martial | Polyethylene. | |
Dimension | Standard dimension. | ||
Lengths | Standard length. | ||
Wires | Material | Cooper. | |
Colour | Red &Blue. |
AEROCLIM 11
艾罗克林 11
ENGG 950 Innovation &Design Final Report Group No.: D5
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
ENGG 950 Innovation &Design Final Report IINF
Group No.:D5
Generic 通用 Conflicting Parameters | 33.Ease of Operation | 36.Device Complexity |
227 2829 |
> Parameter changes
> 参数更改
What is important for us is to design the energy transformer to produce enough energy from rotating wheels to run fan and heater.Based on Triz suggestions we have two alternatives,adjusting the size of gears or making a dynamo with two or three copper coils instead of normal dynamo with one coil to produce more electricity.
对我们来说,重要的是设计能量变压器,使其从旋转的轮子中产生足够的能量来运行风扇和加热器。根据Triz的建议,我们有两种选择,调整齿轮的大小或制作一个带有两个或三个铜线圈的发电机,而不是带有一个线圈的普通发电机生产更多的电力。
>Cheap short living objects
>C堆短活动对象
In order to use circulating of wheels to produce electricity while not worsening device complexity,we decide to design our product separable which benefits our in two ways:firstly,in detachable product,when one part fails to work and becomes retired, customers can replace that specific part instead of installing new product which help us to prevent customer frustration about our product.Secondly,detachable parts provide more opportunity for us to instead of making an integrated product with different materials which increase complexity of our product,use recyclable or degradable materials in detachable parts,which is more consistent with our goals to be environmentally friendly company.
为了利用轮子的循环来发电,同时又不降低设备的复杂性,我们决定将我们的产品设计为可分离的,这对我们有两个好处:首先,在可拆卸产品中,当一个部件出现故障时工作并退役,客户可以更换该特定部件而不是安装新产品,这有助于我们防止客户对我们的产品感到沮丧。因此,可拆卸部件为我们提供了更多机会,而不是使用不同的材料制作集成产品,这会增加您产品的复杂性,而是使用可回收或可降解的材料在可拆卸部件中,这更符合我们成为环保公司的目标。
> Taking out
>取出
Moreover,we decide to design the product to be able to be hidden.We consider an extra part likes a box to put all the non-moving parts into it.It prevents parents to get confused regarding the assembling and installing product.Since it clarifies which parts are stable and which are moving.
此外,我们决定将产品设计为能够隐藏。我们认为一个额外的部件就像一个盒子,可以将所有非移动部件放入其中。它可以防止父母对组装和安装产品感到困惑。因为它阐明了哪些部分是稳定的,哪些部分是移动的。
Mechanics substitution
机械替换
If we add a temperature sensor,It may increase efficiency of fan by automatically turning it on or off to save energy and keep temperature consistent.It has two benefits:firstly since it can keep the temperature stable,it may give parents a sense of security regarding overheating which can position our product as a premium one in their mind.This can also underpin situation for us to charge higher price.Secondly,as it mentioned,saving energy is other important issue.
如果我们添加温度传感器,它可能会通过自动打开或关闭风扇来提高风扇的效率,以节省能源并保持温度一致。它有两个好处:首先,它可以保持温度稳定,它可以给父母一种过度进食的安全感,从而将我们的产品定位为优质产品在他们的脑海中。这也为我们收取更高价格奠定了基础。其次,正如它所提到的,节约能源是另一个重要的sue。
AEROCLIM 13
艾罗克林13
ENGG 950 Innovation &Design Final Report WNLYERSYE
ENGG 950创新与设计最终报告 WNLYERSYE
Group No.:D5
第 :D 5 组
3-2 The Convergence Process
3-2 趋同过程
3-2-1 Pugh's Design Boundaries Access
3-2-1Pugh 的设计赏金daries 访问
Optimizing and choosing the right design for the product are being helped by the Pugh's Design Boundaries.It means considering a bunch of parameters that are mentioned in the following table.
Pugh 的设计 Boundaries.It为产品优化和选择正确的设计有所帮助,这意味着要考虑下表中提到的一系列参数。
For each of the parameters the following fields are described as follow:
对于每个参数,folldue 字段描述如下:
Initial
Importance of Design:As it can be guessed the importance of design boundary is going to be marked by this column.It can be one of three following options, Low,Medium and High.
设计的重要性:可以猜到,设计边界的重要性将由本专栏标记。它可以是三个following选项之一,Low、Medium和High。
Initial Convergence Criteria:It is explained by this column that how this criteria is going to be applied on the product.
初始收敛标准:本专栏解释了如何将此标准应用于产品。
Importance of Convergence:It is indicated by this column weather the design boundary criteria is relevant to the problematic or not.
收敛ce 的重要性:本列表明设计边界标准是否与问题相关。
0 means it is not important.
0表示它不重要。
1 means it is relevant.
1表示它是相关的。
SS (Show Stopper)means if the product does not satisfy these criteria there is no point to continue with this idea.
SS(ShowStopper)表示如果产品不满足这些标准,就没有必要继续使用这个想法。
Design Boundary | Initial assessment | Importanc e of design | Initial convergence criteria | Importan ce of converge nce | |
1 | Patent | Product is to be dissimilar with existing alternatives to be positioned in customer mind | Medium | Product needs to be innovative and differentiated at least in one aspect compare to other concepts | 0 |
2 | Shelf life/ Storage | Product does not include any fragile or declining part so it can be store like other alternatives. | Medium | It should be detachable and foldable to be easy storing. | 1 |
3 | Quality/ Reliability | This product is expected to install on pram,so itis related with children and must satisfy high degree of reliability and quality | High | Must be able to work in different weather condition and not result in performance failure | SS |
4 | Packing | It must occupy space as small as possible for easier packing and | High | Product must be able to separate and fold to reduce the space needed | SS |
AEROCLIM 14
ENGG Group
950 Innovation &Design No.: D5
950 创新 & 设计号: D5
Final Report
最终报告
handling | for packing and storing | ||||
5 | competition | It is not fierce competition.However, it needs to deliver superior value to customer | High | Product must be affordable and available. Needs to be different with existing alternatives to acquire customers | 1 |
6 | Maintenance | As it is an add-in device to prams it has to be compatible with existing prams in the market. Also,it has to be able to be installed easily. | High | Favor product is expected to be easily installed with hand and maintained.it is designed to detach and attach with normal fasteners | 1 |
7 | Weight | It is installed on prams so it has to be light enough to avoid hardness of movement and not deter pram performance. | High | This product should be light as much as possible. | 1 |
8 | Market Constraints | Product is to deliver yalue to customer | Medium | Needs to be affordable and available | 0 |
9 | Politics | No apparent issues. | Low | Assume same for all. | 0 |
10 | Manufacturin g &Facility | All the components have to be accessible. | Medium | Low cost manufacturing is acceptable.Simple parts to assemble. | |
11 | Disposal | Raw materials and product design is to satisfy green design guidelines.Product life is estimated between 3- 5 years;after retirement,parts should be able to separate in order to reuse or recycle. | Low | Favour product consists of environmentally friendly raw materials while can be detachable. | 0 |
12 | Company Constraints | The company would be mainly responsible for design and assembling, manufacturing could be outsourced. | Medium | Favour product must satisfy safety issue and design for high reliability and meet related standards | 1 |
13 | Shipping | Product is small separable and some parts are foldable.It can be packed In suitable box while there is no fragile part | Low | It is not issue | 0 |
AEROCLIM 15
ENGG 950 innovation &Design
ENGG 950 创新 与设计
Final Report
最终报告
UNIVERSITY OF WOLLONGONG
卧龙岗大学
Group
14 | Size | Must be in suitable size to be compatible with prams and not deter pram normal function. Also,it is important to easily store | High | Ideal product should be small and separable | 1 |
15 | Process | Easy process in manufacturing, installation, maintenance is needed. Spare parts are to be available in market. | Low | Does not impact on pram function while keeping children warm or cool. | 0 |
16 | Customer | This device is for child's pram so needs to meet the safety requirements and easy installation methods.Product must be promoted to customers before delivery (purchasing) | High | Must satisfy customer requirements. Standard quality assurance must be on the product to ensure product long lasting | 1 |
17 | Time Scale | Product is a new inventive device in market and it is an upgrade to baby pram. Product should be promoted to market before establishing it and have an optional upgrade after a year of manufacturing. | Medium | Product can work for long time.It can have upgrades regarding recharging with solar power or battery. | 0 |
18 | Product cost | It should be affordable for customer. Determining product cost,it should be obtained through the profit that it makes on market since it will be established (it needs further study) | low | Must be competitive with existing alternatives.Must deliver superior value to customer to acquire them. | 1 |
19 | Performance | While product is considered to be multi- functional and user- friendly,it must work | High | It must be durable and easy for customer to use. Favour product must work in both hot and cold weather. | SS |
AEROCLIM 16
艾罗克林 16
ENGG
properly while satisfying performance specification and design boundaries. | |||||
20 | Life in service | Is expected to work between 3 to 5 years and consumable items work at lease 1 year | Medium | Aim to work well in life time and after each service works same. | 1 |
21 | Installation | Product must be able to be installed on all standard prams in market with standard and simple fasteners. | Medium | Favour product aim to be able to install,repair or replace parts easily. | SS |
22 | Aesthetics | Product needs to be neatly placed under or fitted outside of the pram. | Medium | Favour design which is compatible to be placed in a right position while not disturb pram appearance. | 1 |
23 | Standards / Codes / Certification S | Product should conform to product safety Australia(prams and strollers). | High | Favour a design which complies to the standard regulations of Australia. | SS |
24 | Ergonomics | Product should operate automatically or need easy operation.It can be control through one control panel and customer can use it simply. | Medium | Design to work automatically or easy manual operation Working with device is to be easy. | 1 |
25 | Materials | Materials which are compatible,less harmful,easily replaceable and recyclable which complies with the standard are to be used. | Low | Durable materials and green design is important. | 1 |
26 | Product Life Span | Since it is an add-in device to be installed on pram,life span is as long as whenever parents will buy pram. So,it will last for decades. | Low | Same for all alternatives. | 0 |
27 | Quantity | Can target all the prams sold per annum. | Low | Mass production to target potential customers. | 0 |
AEROCLIM 17
艾罗克林17
ENGG 950 Innovation a Design Final Report WoYERSGXNE
ENGG 950创新 A设计 最终报告 WoYERSGXNE
Group No.:D5
第 :D 5 组
Potential huge untapped market. | |||||
28 | Documentati on | Need to prepare documentations for design,manufacturing, quality control and manually instalment. | High | Less amount of documentation is desired. | 1 |
29 | Legal | Need to consider performance in different condition | Low | Is to work well and efficient | 0 |
30 | Safety | While product must not impose any new danger threating children safety,all fittings must be covered well. | High | Favour product which installed in a place that children do not have access to it. | SS |
31 | Testing | Need to test the safety of the fans operation. Need to perform accelerated durability tests on prototypes. | high | Same for all products | SS |
32 | enyironment | Green design guidelines should be considered and fulfilled. | Medium | Product should be made of recyclable materials or parts should be able to detach and reuse. | 1 |
Table 3.Pugh's Design Boundaries Analysis
表 3.Pughs设计边界分析
3-2-2 Pugh Controlled Convergence Method
3-2-2Pugh 控制收敛法
After preparing and assessing Pugh's Design Boundaries,the most important criteria are collected and based on these criteria the concepts are compared in the following table.
在准备和评估Pugh的设计边界之后,收集最重要的标准,并根据这些标准对概念进行了下表的比较。
We have three options for mentioned problem.First,an external fan can be installed on pram,as explained in problem statement.Instead of using fan-heater,this external fan can be installed and work with electricity producing by rotating wheels and only make weather cooler.Secondly,when the weather gets hot,parents can simply use handy fan and make it more tolerable to some extent for their children. The third option is to change the power supply and use solar power as a source of energy to run product and produce needed energy.
对于上述问题,我们有三种选择。首先,可以在 prom 上安装一个外部风扇,如 problem语句中所述。无需使用风扇加热器,这种外部风扇可以安装并通过旋转轮产生的电力工作,并且只会使天气凉爽。其次,当天气变热时,父母可以简单地使用方便的风扇,并在一定程度上为他们的孩子提供更舒适的忍受,第三种选择是更换电源,使用太阳能作为能源运行产品并生产新能源。
AEROCLIM 18
艾罗克林18
ENGG 950 Innovation a Design Final Report IINF
ENGG 950创新 A设计最终报告 NF
Group No.:D5
第 :D 5 组
Concept Options | |||||
Design Considerations | Importance of Coverage | Our idea | |||
Shelf Life/Storage | 1 | Datum concept | S | ||
Quality/ Reliability | SS | S | |||
Packing | SS | S | 十 | ||
Maintenance | 1 | S | 十 | S | |
Weight | 十 | 十 | 十 | ||
Manufacturing facility | 1 | 十 | 十 | ||
Customer | |||||
Product Cost | 1 | 十 | 十 | 十 | |
Performance | SS | ||||
Life In Service | 1 | ||||
Installation | SS | S | |||
Aesthetics | 1 | 十 | |||
Standards/Codes Certifications | SS | S | S | ||
Ergonomics | |||||
materials | S | NA | |||
Documentation | 1 | ||||
Safety | SS | S | S | ||
Testing | SS | S | |||
Environment | 1 | S | + | ||
Superior Equal or S indeterminate Inferior |
Table 4.Pugh Controlled Convergence Method
表 4.Pugh 控制收敛法
*NA means this criterion is not applicable for specific concept.
*NA表示此标准不适用于特定概念。
What is important is to remove the options that not satisfy the Show Stopper criteria. According to this table,while all concepts have the nearly equal number of inferior AEROCLIM 19
重要的是删除不满足ShowStoppercriteria 的选项。根据此表,虽然所有概念的劣质AEROCLIM19 的数量几乎相等
ENGG 950 Innovation &Design Final Report NOIORGIT
score,option 3 has the majority of superior score and external fan has the majority of equal score.It must be considered that even the option three which has more superior score in comparison with two other options,cannot be a good one,since this option does not satisfy packing and performance design consideration which are Show Stopper criteria.Based on this score,none of the above concept options can be a better solution than datum concept.What we do in this regard is to consider the features these three options have which ranked them higher than our idea in specific criteria.We summarize these feature in the below table.
score,选项3的superior分数占大多数,而 Externalfan的分数是相等的。必须考虑到,与其他两个选项相比,得分更高的选项 3 不可能是一个好的选项,因为此选项不满足Show 的封装和性能设计考虑塞子标准。基于这个分数,以上概念选项都不是比基准概念更好的解决方案。在这方面,我们所做的是考虑这三个选项的特点,这些特点在特定标准中将它们排在高于我们的想法之上。我们在下表中总结了这些特性。
Design Considerations | ||
Weight | 十 | 十 |
Manufacturing facility | 十 | |
Product Cost | 十 | 十 |
Aesthetics | + |
In order to decrease product cost,we decide to use cheap but durable raw materials which have the same life time as our product instead of using expensive and lasting raw materials.This consideration helps us to reduce the total cost of product regardless of sacrificing its quality.We persist in using raw materials with appropriate quality while satisfying green design guidelines.
为了降低产品成本,我们决定使用廉价但耐用的原材料,这些原材料与我们的产品具有相同的使用寿命,而不是使用昂贵且耐用的原材料。这种考虑有助于我们降低产品的总成本,而不牺牲其质量。我们坚持使用质量合适的 r aw 材料,同时满足绿色设计准则。
Considering weight,at this time we cannot improve this factor.Since our product has more complexity in comparison with two other options and needs more parts (we need power supply,blanket ..).Accordingly,the total weight will increase.We try to work on this issue.
考虑到重量,这个因素这个时候我们不能提高。由于我们的产品与其他两个选项的比较复杂,并且需要更多的零件(我们需要电源、毯子......因此,总重量将增加。我们尝试解决这个问题。
As our idea is an add-in device for pram,it is normal to change the appearance of pram to some extent.We endeavour to design this device to look nice and in a way to be hidden under pram or behind it to reduce its influence on pram appearance.This can enhance aesthetics of this idea and make it more competitive with other options regarding this criterion.
由于我们的想法是pram 的附加设备,因此在一定程度上改变pram 的外观是正常的。我们努力将这种设备设计得看起来不错,并隐藏在婴儿车下或婴儿车内,以减少其对婴儿车外观的影响。这可以增强这个想法的美感,并使其与有关此标准的其他选项更具竞争力。
3-3 Technical Specification
3-3 技术规格
Since our product is an add-in on to the existing pram,the dimensions should suit the standard model available in the market.Firstly the bed,it should be designed to be kept inside the pram.Secondly the assembly box which consists of the transformer, battery and the blower should be small enough to be fixed below the pram and weighs less than 3 kg
由于我们的产品是现有婴儿车的附加组件,因此尺寸应适合市场上可用的标准型号。首先是床,它应该被设计成放在婴儿车里面。其次 ,由变压器、电池和鼓风机组成的装配箱应足够小,以便固定在平台下方,重量不超过3公斤
AEROCLIM 20
ENGG 950 Innovation &Design Final Report NOIGIT
Group No.:D5
Bed
床
● Material:Combination of cotton and polyester.
● 材质:棉与涤纶组合。
● Dimension:60x30 cm.
●尺寸:60x30cm.
Dynamo
发电机
● Output voltage:6V
● 输出电压:6V
● Power output:10 Wh >Transformer
●输出功率:10Wh>变压器
● Type:Step up transformer
● 类型:升压变压器
● Voltage in:6V
●电压输入:6V
● Voltage out:12V
●电压输出:12V
Battery:
电池:
● Type:Li-ion rechargeable
●类型:锂离子充电
● Nominal voltage:12V
●标称电压:12V
Rated capacity:8333 mAh
Blower with heater:
带加热器的鼓风机:
● Rated power:10 Wh
●额定功率:10Wh
● Temperature range:200-250 C
● 温度范围:200-250C
3-4 Functional Description
3-4功能描述
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.Thus there's a need for temperature regulation inside the pram.
婴儿车用于携带婴儿或儿童出门散步、购物等。在极端气候下,如夏季高峰期和寒冷的冬季,由于外面普遍存在的恶劣天气条件,父母无法带孩子出门。因此,需要在婴儿车内部进行温度调节。
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,通过关闭婴儿车的盖子/盖子可以防止极端温度的影响,而在夏季,它们可以提供的最大保护是通过安装外部风扇。但在冬天,没有外部的温度调节手段。
AEROCLIM 21
ENGG 950 Innovation &Design Group No.: D5
Final Report
最终报告
UNIVERSITY OF WOLLONGONG
卧龙岗大学
The proposed design is a bed (FIG 2)to be placed inside the pram,on which the baby can be laid down.The bed has air ducts surrounding it,through which air can flow out and regulate the temperature inside the pram.Air is circulated to the bed by a blower (which is placed outside the pram),the blower also has an integrated heater coil.The heater is optional to switch ON and OFF,i.e.at winter it can be switched ON and at summer it can be switched OFF.In order to maintain the heating temperature of the heater coil or prevent it from overheating,a thermostat is installed which controls the overheating of the coil by automated temperature regulatory switch.The thermostat monitors the heating coil and it turns it off when it reaches the set maximum temperature and turns it on at set minimum temperature.The unit is powered by Li-ion battery which is rechargeable.
建议的设计是将一张床(图2)放在婴儿车内,婴儿可以躺在上面。床周围有风道,空气可以通过这些风道流出并调节婴儿车内的温度。空气通过鼓风机(放置在婴儿车外)循环到床上,鼓风机还有一个集成的加热线圈。加热器是可选的,可以打开和关闭,即在冬天可以打开,在夏天可以OFF.In顺序切换以保持加热加热线圈的温度或防止其过热,安装了一个恒温器,通过自动温度调节开关控制线圈的过热。恒温器监控加热线圈,并在达到设定的最高温度时将其关闭,并在设定的最低温度下打开。该装置由可充电的锂离子电池供电。
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Since charging is going to be a problem with people as they often forgets to charge, we thought of lifting the burden of charging and introduce a self-charging method (FIG 3).For this we have used a multi core charge generating dynamo(generator)(FIG 5),which is attached to the wheels of the pram (FIG 3)and it converts rotary movement into electrical charge.The charge produced by the dynamo chargers the battery,which in turn powers the unit.We have installed a step up transformer in between the battery and the dynamo in order to increase the voltage that is being delivered from the dynamo(FIG 3).Step up transformer doubles the voltage that is generated by the dynamo and feeds it to the battery.The energy flow diagram is shown below (FIG3)
由于人们经常忘记充电,充电会成为一个问题,因此我们想到了减轻充电的负担并引入了一种自充电方法(图3)。为此,我们使用了一个多核电荷产生发电机(发电机)(图5),它连接到婴儿车的轮子上(图 3),它将 旋转运动转化为电荷。发电机产生的电荷为电池充电,进而为设备供电。我们在电池和发电机之间安装了一个步进变压器,以增加从发电机输送的电压(图3)。升压变压器将发电机产生的电压加倍,并将其馈送到电池。 能量流图如下图(图 3)
iron corc
WHEEL
轮子
scondary oil
STEPUP
STEPUP 公司
TR ANSFORMER
CuWIRES
铜丝
HE ATER COIL WITH
HE ATER COIL与
THERMOSTAT
BLOWER WITH
鼓风机
HEATER COIL
加热器线圈
Fig 3
图3
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最终报告
UNIVERSITY OF WOLLONGONG
卧龙岗大学
Group
FIG 4(ENERGY FLOW DIAGRAM)
图 4(能量流诊断柱)
Since more power is required to operate the blower and the heater in winter,we need to generate more electricity.Our source of power generation is the dynamo, since it has only one core,the electricity generation is going to be limited.To overcome this problem we innovate a three core electricity generating dynamo (FIG 5).It has three cores which are connected to the same shaft which is connected to the ridged rotary knob.Thus by its single rotation,three cores are operated and
由于在冬季运行鼓风机和加热器需要更多的电力,因此我们需要产生更多的电力。我们的发电来源是发电机,因为它只有一个核心,发电量将受到限制。为了克服这个问题,我们创新了一种三矿发电发电机(图5)。它有三个芯,连接到连接到脊状旋钮的同一轴上。因此,通过其单次旋转,三个核心are运行和
electricity is produced at three points which provides more power to the unit.
在三个点产生电力,为设备提供更多电力。
FIG 5
图5
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WNLYEBSEYRE
Hand drawn drawings of components
Asembly Box
组装盒
Blower Fan WithHeater
2numatlc Jolnt
5 mm
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3-5 Green Design Guidelines Implementation
3-5 绿色设计指南的实施
3-5-1 Life Cycle of raw materials
3-5-1 原材料的生命周期
As waste has a huge negative impact on the environment,controlling and recycling of it has been noted seriously in few passed decades by environment advocacy organizations.Recycling is one of the best ways for industries to decrease their negative impacts on the world in which we live.Consequently,most of the industries have changed their strategic policies about production to indicate that compulsory environmental laws are being noted,respected and committed by them.For this reason,new innovative products have to be designed recyclable as much as possible to be accepted by the industries for being a mass produced product.This approach led us to select recyclable raw materials to form our product components with the hope that decreasing the negative impacts on the environment and also to be accepted by industries for being a mass produced product.
由于废物对环境有巨大的负面影响,因此在过去几十年里,环境倡导组织对废物的控制和回收已经受到严重关注。回收利用是减少工业对我们生活的世界的负面影响的最佳方式之一。因此,大多数行业都改变了他们的生产战略政策,以表明强制性环境法是他们所关注的、尊重的和承诺的。因此,新的创新产品必须设计得尽可能可回收,才能被行业接受为批量生产的产品。这种方法促使我们选择可回收的原材料来制造我们的产品组件,希望减少对环境的负面影响,同时被行业接受为批量生产的产品。
The electricity which is required to condition the air is powered by dynamo installed on prams wheel and gets the blower/heater to work.The conditioned air then will be conveyed through the tubes toward the valves which are embedded in several areas in the mattress.The upcoming diagram is a not too much detailed BOM (Bill of Materials)
调节空气所需的电力由安装在婴儿车轮上的发电机提供动力,并使鼓风机/加热器工作。然后,经过调节的空气将通过管道输送到嵌入床垫多个区域的阀门。即将到来的图表是一个不太详细的BOM(物料清单)
A Fig 7 IM 26
A图 7IM 26
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第 :D 5 组
As it can be seen at the lowest level of this diagram our product generally is a combination of:
从此图的最低层可以看出,我们的产品通常是以下组合:
Copper
Polyethylene
Ferromagnetic metals
Steel/Iron
Polyester
Wool/Textile
羊毛/纺织品
Except Wool/Textile which can be absorbed by the environment in a short period of time,all other raw materials are recyclable.For instance Copper is a metal which can be used times and times in different shapes for different products.It is depicted in
除了羊毛/纺织品可以在短时间内被环境吸收外,所有其他原材料都是可回收的。例如,铜是一种金属,可以多次以不同的形状用于不同的产品。它被描述为
next image (Nexans).
下一张图片(耐克森)。
Desigt
Row nolenol
行磕醇
Recyeling
Recyeling 餐厅
Vulorisalicn
land6l
SE
硒
Fig 8
图8
Also Polyethylene and Polyester are two plastic products which are used widely,can be recycled same as Copper.In the image below(Mohan 2009),you can find the life cycle diagram of Polyethylene and Polyester:
此外,聚乙烯和聚酯是两种用途广泛的塑料产品,可以回收利用,Copper.In如下图所示(Mohan2009),您可以找到聚乙烯和聚酯的生命周期图(Mohan 2009):
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Fig 9
图9
3-5-2 Implementation of the Green Design Guideline
3-5-2 绿色设计指南的实施
As this product is going to be used for children,it is going to be produced in a high quality level.So all the components of our product are made from long-life and Indecomposable raw materials such as Polyethylene,Copper,Iron/Steel,Polyester, Wool/Textile and Ferromagnetic metals.According to this material selection and also the quality of assembling and installation of the product on prams,this product is expected to work between 3-5 years (as long as the prams will).
由于该产品将用于儿童,因此将以高质量水平生产。因此,我们产品的所有组件均采用长寿命且不易分解的原材料制成,例如聚乙烯、铜、铁/钢、聚酯、羊毛/纺织品和铁磁金属。根据这种材料选择以及产品在婴儿车上的组装和安装质量,该产品预计可以使用 3-5 年(只要婴儿车可以使用)。
We design this product to be detachable.In product life time,if some part goes wrong it can be replaced and fixed with spare parts available in market and those retired parts,based on our green design guideline,can be reused or recycled.After product retirement,components can be detached and this product is fully recyclable. We aim to not impose extra burden to environment.
我们将此产品设计为可拆卸的。在产品生命周期内,如果某个零件出现问题,可以用市场上的备件进行更换和修复,而那些报废的零件,根据我们的绿色标志指南,可以重复使用。或回收。产品报废后,组件可以拆卸,并且该产品是完全可回收的。我们的目标是不给环境带来额外的负担。
4.The Market
4.市场
4-1 The Market
4-1市场
In this section we have explained the factors which are necessary to define our market and marketing strategy.What we want to do and what we want to achieve in the market directly depends on how we define and answer these six criteria.
在本节中,我们解释了定义我们的市场和营销策略所必需的因素。我们想做什么和我们想在市场上实现什么直接决定了我们如何定义和回答这六个标准。
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4-1-1 Market Size
4-1-1市场规模
Since our product is an add-on device and design in a way to be installable to any available kind of prams and strollers in the market,in order to calculate potential sales of our product,it is necessary to understand how many children are born each year in Australia and how many parents buy pram for their children.Although our final market is not just limited to Australia and we have planned to target even global market,we will start launching our product in Australian market.According to Australian Bureau Statistics 2012,the numbers of children born in 2011 are 301,617 which have an upward trend during a 6-year period.
由于我们的产品是一种附加设备,其设计方式可以安装在市场上任何可用的婴儿车和婴儿车上,为了计算我们产品的潜在销售量,有必要了解有多少孩子出生 每年在澳大利亚,有多少父母为他们的孩子购买婴儿车。虽然我们的最终市场不仅限于澳大利亚,而且我们计划甚至针对全球市场,但我们将开始在澳大利亚市场推出我们的产品。根据2012 年澳大利亚统计局的数据,2011 年出生的儿童人数为 301,617 人,在6 年期间呈上升趋势。
Number of Births
出生人数
Fig 10 Number of Birth in Australia
图10澳大利亚的出生人数
In the following pie chart,the numbers of children were born in each division of Australia in 2011 is shown:
在下面的饼图中,显示了 2011 年澳大利亚每个分区出生的儿童数量:
Fig 11 Birth Portion Based on Estate
图11基于Estate 的出生部分
Even though,according to Australian Competition and Consumer Commission 2007 the number of prams and strollers sold in Australia were 740,000 annually,and compared to number of children born in 2007,which is 285,213,it seems that some parents have bought more than one pram or stroller,2.59 prams for each child.The results of
尽管根据 2007 年澳大利亚竞争和消费者委员会的数据,澳大利亚每年使用的婴儿车和婴儿车数量为 740,000 辆,与2007 年出生的儿童数量 285,213 相比,似乎一些父母购买了不止一辆婴儿车或Stroller,每个孩子 2.59 辆婴儿车。结果
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our survey show that the potential number of pram sold per child is 1.Therefore the number of potential customer based on the number of births is:
我们的调查显示,每个孩子的潜在婴儿车销售数量为1.因此,基于出生人数的潜在客户数量为:
Potential market size =285,213(#of births in 2011)×1(average#of product can be sold per child per year)
潜在市场规模 =285,213(2011 年 #of 出生)×1(每个孩子每年可销售的平均#产品)
=285,213
Based on this inconsistency we did a small size research and ask 30 mothers who had children and used pram or were pregnant regarding how many of them are eager to buy our product.20 out of 30 mothers were eager to try our product.
基于这种一致性,我们进行了一项小规模的研究,并询问了 30 位有孩子并使用婴儿车或怀孕的母亲,询问她们中有多少人渴望购买我们的产品.2030 位母亲中渴望尝试我们的产品。
However,in respect to our survey,we recognize that respondents have different opinion about price and the amounts of money they are eager to pay for acquiring our product vary among our sample.Different price range were given to the 20 mothers and asked how much they are willing to pay for this product.
然而,就我们的调查而言,我们认识到受访者对价格有不同的看法,他们渴望为购买我们的产品支付的金额各不相同。向20 位母亲提供了不同的价格范围,并询问她们愿意为该产品支付多少费用。
The result is tabulated below,
结果如下表d,
Price range ($) | Interested people (nos) | % |
>75 | 0 | 0 |
75-100 | 1 | 5 |
100-125 | 3 | 15 |
125-150 | 7 | 35 |
150-175 | 6 | 30 |
175-200 | 2 | 10 |
<200 | 1 | 5 |
Total | 20 | 100 |
Table 5 no.of responders in each price category
表 5 每个价格类别的响应者数量
ENGG 950 Innovation &Design Final Report wNYERSGY
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Fig 12,Frequency of Respondents in Each Price Category
图12,每个价格类别的 ResPondent 频率
From the above chart it's clear that 35%of people are willing to pay between $125- 150 and 30%of them between $150-175 price ranges.Estimating around 65%of them are willing to pay between $125-175,therefore if we price our product at $150,we might attract the entire 65%of them.
从上图可以清楚地看出,35% 的人愿意支付 125-150 美元,其中 30% 的人愿意支付 150-175 美元的价格区间。预计大约 65% 的人愿意支付125-175 美元,因此如果我们将产品定价为 150 美元,我们可能会吸引全部65% 的人。
Since Australia is an immigration country,each year there are numbers of children arriving in this country with their family.Clearly,a portion of these children needs pram,and accordingly they must be considered as potential customers.As we cannot find accurate information about this,we have no option except ignoring this number of children in our calculation.
由于澳大利亚是一个移民国家,每年都有许多儿童与家人一起抵达这个国家。显然,一部分se孩子需要婴儿车,因此他们必须被视为潜在客户。由于我们无法找到有关此内容的准确信息,因此我们别无选择,只能在计算中忽略此 children 数量。
4-1-2 Market Competition
4-1-2市场竞争
It is noticeable that finding the whole range of products which can help parents to make the weather condition more tolerable for their children are a demanding job, but as competitors we only consider the products which have close performance to our product.Some types of these competitors are mentioned in table 5.
值得注意的是,找到可以帮助父母让孩子更容易忍受天气状况的整个产品系列是一项艰巨的工作,但作为竞争对手,我们只考虑性能接近我们的产品产品。表5 中提到了这些c竞争者的一些类型。
● Direct Competition:
● 直接竞争:
As a direct competitor,product covered by Patent US 6409206 B1 can be considered. This product is not in market yet and has obvious differences compared to our product such as power supplier,its performance and the most important;our product is multi- function device that works in different weather conditions.
作为直接竞争对手,可以考虑 Patent US6409206B1涵盖的产品。该产品尚未上市,与我们的产品相比有明显的差异,如电源、性能等,最重要的是;我们的产品是多功能设备,可在不同的天气条件下工作。
Near Direct Competition:
The near competitor is a kit with an organizer and air tube which is added to a handy cooler and installed on pram.This product will ventilate the air and make the
接近的竞争对手是一个带有组织器和空气管的套件,它被添加到一个方便的冷却器中并安装在婴儿车上。该产品将通风并使
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atmosphere cooler.The price of the whole product including handy cooler,organizer and air tube is $94.90.
气氛更凉爽。整个产品的价格包括方便的冷却器、收纳器和空气管,价格为 94.90 美元。
● Indirect Competition:
●间接竞争:
As shown it table 5,there are lots of products with wide range of price annually produced to address children issue such as children's comfort while traveling etc. these kinds of product can be considered as indirect competitors.
如表 5 所示,每年生产许多价格范围广泛的产品来解决儿童问题,例如儿童在旅行时的舒适度等,这类产品可以被视为间接竞争对手。
Future Competition:
As a children market is attractive for competitors to compete and parents always are eager to spend money on purchasing products particularly those are related to safety and comfort,there is a constant threat of imitating our product.This threat can include not only local competitor but also international company's may also develop new product to address this problem.
由于儿童市场对竞争对手的竞争具有吸引力,父母总是渴望花钱购买产品,尤其是那些与安全和舒适相关的产品,存在仿制我们产品的持续威胁。这种威胁不仅包括本地竞争对手,还包括国际公司也可能开发新产品来解决这个问题。
4-1-3 Market Trends
4-1-3市场趋势
For this criterion,we consider two influential factors,demand for this product and the status of market.Firstly,parents are usually eager to buy products which help them to make travelling easier for children while not danger their safety,so demand for this product can be considered continuously.Secondly,considering the birth rate in Australia which is increasing after some ups and downs,we estimate that the number of pram sold is increasing each year,similarly.
对于该标准,我们考虑了两个影响因素,对该产品的需求和马 rket 的现状。首先,父母通常渴望购买有助于他们让孩子更轻松旅行而不会危及他们的安全的产品,因此可以持续考虑对该产品的需求。其次,考虑到澳大利亚的出生率在经历了一些起伏后不断上升,我们估计婴儿车的销售数量每年都在增加,类似。
Fig 13 Birth Rate in Australia
图13澳大利亚的出生率
The birth rate was 12.7 in 2011(Australian Bureau Statistics)and yet no more information for current year is published on this website.In addition to birth rate, some of our customers are among migrants family whom their children were born in their country but still use pram after migrating to Australia.
2011 年的出生率为 12.7(澳大利亚统计局),但本网站没有发布当年的更多信息。除了出生率之外,我们的一些客户还属于移民家庭,他们的孩子在他们的国家出生,但在移民到澳大利亚后仍然使用婴儿车。
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Our prediction is that with a proper marketing mix(price,place,promotion and
我们的预测是,通过适当的营销组合(价格、地点、促销和
product)-as discussed fu
4-1-4 Market Price
4-1-4市场价格
Price is a factor that can directly influence the success of our product in market.It must be reasonable,affordable for customer to be able to survive in competition and attract customer to do purchase.In the below table,the prices of competitor products are depicted:
价格是直接影响我们产品在市场上取得成功的因素。它必须是合理的,让客户能够负担得起的,才能在竞争中生存并吸引客户进行购买。在下表中,描述了竞争对手产品的价格:
In design phase,we consider to use raw materials which enable us to keep price at a reasonable level.It is important to reduce the final price without sacrificing quality and durability of the product.
在设计阶段,我们考虑使用使我们能够将价格保持在合理水平的原材料。在不牺牲产品质量和耐用性的情况下降低最终价格非常重要。
Table 6 Competitors and Price
表6竞争对手和价格
Competitor type | Product | Price($) |
Near direct | 12.50 | |
Near direct | 94.90 | |
Indirect | 1 to 1000 |
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4-1-5 Relative Benefits of Product
4-1-5 产品的相对优势
Usually in hot summer days,the weather gets hot and unbearable,in particular,for children it can be not only uncomfortable for them,but also can threat their health due to lack of fresh air specially when parents close the lid of the pram in order to prevent hot weather coming in.This situation can repeat even in cold weather.Some times as a result of bad weather parents decide to stay home and prevent taking children outside to do outdoor activities.This product will help parents to overcome these difficulties.The product not only moderates the weather,but also provides fresh and healthy circulation of air for children.Also this product can help parents and children to be more relaxed regardless of weather's temperature and parents can do their normal activity without being concern about their child's health. Furthermore,the power supplier of this product can provide opportunity to recharge itself,save money and time for parents.
通常在炎热的夏季,天气会变得炎热和难以忍受,尤其是对于孩子们来说,这不仅会让他们感到不舒服,而且由于缺乏新鲜空气,可能会威胁到继承人的健康当父母合上婴儿车的盖子以防止炎热的天气进入时。即使在寒冷的天气里,这种情况也会重复出现。有时由于天气恶劣,父母决定留在家里,防止带孩子外出进行户外活动。该产品将帮助父母克服这些困难。该产品 不仅可以缓和天气,还可以为儿童提供清新健康的空气流通。此外,该产品可以帮助父母和孩子无论天气温度如何都能更加舒适,父母可以进行正常的活动而不必担心孩子的健康。此外,该产品的电源可以提供自我充电的机会,为父母节省金钱和时间。
As mentioned in green design guideline,we design this product to be completely separable.This helps us to produce spare parts and give parents security of knowing that if one part goes wrong or retired,this part can be replaced and product can resume its operation without needing to replace completely or throwing away.This will save money for them.The other feature of our product is that it circulates the fresh air in different directions.As mentioned before,we consider different pipe lines which help to distribute air (as demonstrated below).In other competitor products, they just target one direction,forexample one product is installed in front of child's face and throws the air to child's face which can suffocate the baby.
如greendesign 指南中所述,我们将该产品设计为完全可分离的。这有助于我们生产备件,并让父母放心,如果一个零件出错或报废,可以更换该零件,产品可以恢复运行,而无需完全更换或 丢弃。这将为他们省钱。我们产品的另一个特点是它可以将新鲜空气向不同方向循环。如前所述,我们考虑了有助于分配空气的不同管道(如下所示)。在其他竞争对手的产品中,他们只针对一个可怕的目标,例如一个产品安装在孩子的面前,将空气喷到孩子的脸上,使人窒息婴儿。
Fig 14 Bed (One part of Product)
图14床(产品的一部分)
After introducing our product to market and receiving feedback,we have some plan to develop our product.Firstly,we want to enhance power source and increase its capacity to provide opportunities for parents to use this energy to charge their mobile phones or add device to play music.Also,we are working on other kind of power
在将我们的产品推向市场并收到反馈后,我们有一些开发产品的计划。首先,我们希望增强电源并增强其能力,为父母提供利用这种能源为手机充电或添加设备播放音乐的机会。此外,我们正在研究其他种类的电源
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source which can work with solar power.Secondly,our next plan is to target those prams used for twins or those parents use for more than one child by adding extra sit to them.Thirdly,as an initial design our product has a thermostat which keeps the temperature steady,between 20-25℃.If the design needs improvement or the customer feels to regulate the temperature manually,the product can be upgraded with a temperature regulator to manually set the temperature required.
可以使用太阳能的能源。其次,我们的下一个计划是通过增加额外的坐姿来针对那些用于双胞胎或父母用于多个孩子的婴儿车。第三,作为初始设计,我们的产品有一个恒温器,可以保持温度稳定在 20-25°C 之间。如果设计需要 改进或客户觉得需要手动调节温度,产品可以升级为温度调节器,以手动设置所需的温度。
4-1-6 Market Share Goal
4-1-6市场份额目标
We consider a five-year plan to develop,introduce and grow our product in Australian market.The baby market is huge in Australia,assuming that only 50%of customers will be interested in buying our product.We target this 50%in a five-year period,by targeting 10%each year for five years after which the maturity period will start.In first five years we expect tooperate based on below table:
我们考虑制定一个五年计划,在澳大利亚市场开发、引进和发展我们的产品。澳大利亚的婴儿市场是巨大的,假设只有50% 的顾客会有兴趣购买我们的产品。我们的目标是在五年内达到50%,目标是在五年内每年达到 10%,之后将开始到期期。在前五年,我们预计运营如下表所示:
Table 7 Market Share Plan
表 7市场占有率
Year | Interested Market % | #of Sales (nos) |
1 | 10 | 28,521 |
2 | 20 | 57,043 |
3 | 30 | 85,564 |
4 | 40 | 114,085 |
5 | 50 | 143,607 |
Total sales in 5 years | 428,820 |
Since the market that targeting children is fiercely dynamic and competitive,so we need to introduce our product to market and gain its benefit without losing time and letting competitors to imitate or develop our product.We plan to sell at least 428,820 units of the product in a 5-year period.
由于儿童市场充满活力和竞争激烈,因此我们需要将我们的产品推向市场并获得其利益,同时又不能浪费时间让竞争对手模仿或开发我们的产品。我们计划在5 年内至少销售428,820件该产品。
After reaching this number of sale,we plan to add features to this product and develop it more to prevent this product from declining.This strategy will be explained more in next sections.
达到这个销售数量后,我们计划为该产品添加功能并进一步开发它,以防止该产品下降。此策略将在下一部分进行更多解释。
4-2 SWOT ANALISIS
4-2 SWOT分析
It has been defined by Johnson,Scholes &Whittington(2008,p119)that SWOT “summarises the key issues from the business environment and the strategic capability of an organisation that are most likely to impact on strategy development. This can also be useful as a basis against which to generate strategic options and assess future courses of action” .
Johnson,Scholes & Whittington(2008,p119) 定义 SWOT“总结了商业环境和组织战略能力中最有可能影响战略发展的关键问题。这也可以作为产生战略选择和评估未来行动方案的基础”。
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S.W.0.T ANALYSIS | ||||
No. | Criteria (Internal consideration) | Strengths | Weaknesses | Strategic Implication |
Company culture | -Innovative and supportive. | -Continue to motivate supportive/ innovative culture. | ||
2 | Company image | -Eco friendly. -Health care for children. -Inventive and innovative. | -Continue to perform innovative, inventive and child caring | |
3 | Organisational structure | Non-hierarchical participation. | -Maintain type of structure through company growth. | |
4 | Key staff | Highly experienced experts and staff. | -Highly experienced staffs tend to do more administrative jobs instead of technical jobs. | -Consider engaging administrative assistance. |
5 | Access to natural resources | -All natural resources are accessible and abundant. | -Continue to use this type of raw material to reduce the production costs. | |
6 | Production experience | -Easy to be assembled. | -Reliant on outsourced manufacturers. | Consider parts of manufacturing that can be completed in company. |
7 | Operational efficiency | -Strong procedures in place. -Non-dependent on outsourced distributors | -Try to be benefited from outsourced distributors too. | |
8 | Operational capacity | Easy installation on any kind of prams. | Should include less components and easy |
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installing for customers. | ||||
9 | Brand awareness | -Known as a powerful child caring brand. | -Not established. | Need to consider as part of marketing plan. |
10 | Market share | -Large market with less competitors for our product. | -Cost of product is a bit high compared to substitutes. | Need to consider as part of marketing plan. |
11 | Financial resources | -Does not need major investment. | -Try to achieve attention of company's board of directors. | |
12 | Exclusive contracts | -Willing to negotiate agreements. | -Not established. | -Need to analyse and evaluate options for both suppliers and distributors. |
13 | (IP) | -Not estabtished. | -Need to analyse and evaluate options. |
S.W.0.T ANALYSIS | ||||
No. | Criteria (External consideration) | Opportunities | Threats | Strategic Implication |
Customers | -All the customers of prams in the market can be interpreted as customers of this product -Large number of potential customers unaware of this product. -Customer base is | -Need to analyse and strategize product promotion. |
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established. | ||||
2 | Competitors | -Opportunity to gain market share. | -Competition from other baby care manufactures who will try to develop similar product. | -Need to analyse it in term of being patentable or not. |
3 | Market trends | -Child caring and safety is still in terms of parent priority. | -Numerous child safety products recently entered market,that is, much noise and confusion in this market space. | -Communication to potential customers to be targeted and clear first time. |
Suppliers | -Strong negotiating position. | -Disloyalty Supplier may share this product's designs with competitors. Supply delay issues, | -Contract various components to different suppliers. | |
5 | Partners | -Share commercial risks by finding partners | -Heavy or unreasonable demands from Partner. | |
7 | New technology | -Continue to innovate,redesign and Develop the product. | -New products developed by competitors. | -Monitor market and competition. |
4-3 BCG
4-3卡介苗
The Boston Consulting Group (BCG)is a portfolio plane developed in early 1970's
波士顿咨询集团 (BCG) 是1970 年代初期开发的投资组合计划
(NetMBA,2013).This simple helps the companies to make the best decision about
(NetMBA,2013 年)。这很简单,可以帮助公司做出最佳决策
their products.A range of products can be divided into four different categories based on both market share and market growth comparing to the main competitors.The
他们的产品。与主要竞争对手相比,根据市场份额和市场增长情况,一系列产品可分为四个不同的类别。这
four categories are shown clearly in the following chart.
在下图的前面显示了四个类别CL。
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组号: D5
Relative Market Share
相对市场份额
As it can be seen in this chart the star refers to a product with high growth rate and market share.It means that a large amount of both cash generating and consuming is expected.Keeping the star's market share high and reducing its growth rate would result in“cash cow”which has high relative market share but low market growth.It means that the amount of cash that generated is more than the cash consumed. “Dogs”shows a product with low in both market share and market growth which is unable to neither consume nor generate a considerable amount of cash.The “Question Marks”is result of maintaining the“Dogs”market share low and increasing its market growth which can culminate in large net cash consumption while generating few amount of cash.
从这张图表中可以看出,星号指的是具有高增长率和市场份额的产品。这意味着预计会有大量的现金产生和消耗。保持明星的高市场份额并降低其增长率将导致“摇钱树”相对市场份额高但市场增长率低。这意味着产生的现金量大于消耗的 ca. sh 。“Dogs”表示一种市场份额和市场增长都很低的产品,既不能消费也不能产生大量现金。“问号”是保持“Dogs”市场份额较低并增加其市场增长的结果,最终可能导致大量净现金消耗,同时产生现金很少。
Our product
我们的产品
After research and analysis by our team we have concluded that our product will be placed in at cash cow.The market share for child products is huge in Australia as well as in the world.Since our design is first of its kind or virgin product,we have a share of the huge market.We are looking for a consistent growth in the industry and establish our brand in the market for a long run in the business.Therefore we would like to place our product and start from cash cow,consistently capturing the market share and grow to become the star with high market share and high growth rate.
经过我们团队的研究和分析,我们得出结论,我们的产品将被置于摇钱树上。儿童产品的市场份额在澳大利亚和世界上都是巨大的。由于我们的设计是同类产品中的首创,因此我们在巨大的市场中占有一席之地。我们正在寻找工业的持续增长,并在业务中长期在市场上建立我们的品牌。因此,我们希望将我们的产品和馅饼从摇钱树中投放,持续占领市场份额,并成长为具有高市场覆盖率和高增长率的明星。
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Group No.;D5
组号;D5
4-4 Marketing mix 4 P's
4-4营销组合4P
To
and priced using the tools of 4 P's.
并使用4P 的工具进行定价。
Placement
Distribution
Reseller
> Intensive distribution
>密集分发
Selective distribution Exclusive distribution
选择性分发独占分发
Twj
KunbairL
昆拜尔
PROMOTION
晋升
Value
价值
Cost
Skimming
● Psychological
心理
Handling chargers
ENGG 950 Innovation t Design Final Report WNLYERSGYE
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4 P's of sellers correspond to four Cs of customers:Four P's in the marketing mix represent business perspective i.e.the sellers'view of the marketing tools available for influencing buyers,whereas the 4 C's represent the customer perspective.Each tool is designed to deliver a customer benefit.
卖家的 4 个 P 对应于客户的 4 个 C:营销组合中的 4 个 P 代表商业影响力,即卖家对可用于影响买家的营销工具的看法,而4个 C代表客户的观点。每个工具都旨在为客户提供好处。
4 P's | 4 C's |
Product | Consumer |
Price | Cost |
Place | Convenience |
Promotion | Communication |
4-4-1 Product
4-4-1产品
Product is the article which a manufacturer desires to sell in the open market.It is the first element in the marketing mix.The product mix includes the variables as mentioned in fig 15.Managing product component involves product planning and development.Here,the decisions are required to be taken regarding product range, branding,packaging,installation and other features of the product.The product manufactured for market should be as per the needs and expectations of consumers. It is the heart of whole marketing mix.If the product is not sound /attractive to the customers,no amount of sales promotion,appropriate channel selection or price reduction will help to achieve the marketing target.Hence,durability,quality,uses, etc.of the product are important from the marketing point of view
产品是制造商希望在公开市场上销售的物品。它是营销组合中的第一个要素。产品组合包括图 15 中提到的变量。管理产品成分涉及产品规划和开发。在这里,需要对产品范围、品牌、包装、安装和其他产品功能做出决定。为市场制造的产品应符合消费者的需求和期望。如果产品对客户来说不健全/没有吸引力,那么再多的促销、适当的渠道选择或降价都有助于实现市场目标。因此,从营销的角度来看,产品的耐用性、质量、用途等很重要
Our product
我们的产品
We are targeting our product to last for 3-5 years of life cycle.Mainly the dynamo and the battery have to be in good quality to support the product for its entire life cycle.The product comes with a 1 year replacement warranty and 1 year service warranty;the service warranty can be extended to 2 years by paying extra.For service and repair,the team will be sent to the customer's home.An installation guide/manual will be provided along with the product on how to install and operate it;furthermore a toll free phone number and online facilities will be available for the customers to clarify their doubts.The operating box containing the blower and battery unit will be provided in a neat and compact package that can be neatly placed under the pram and clips will be provided to hold the box to the pram.The customer can choose their desired colour and pattern of bed,from the variety of beds they are given to choose from.
我们的目标是我们的产品持续3-5年的生命周期。主要是发电机和电池必须处于良好的质量状态,以便在产品的整个生命周期内为产品提供支持。该产品附带 1年更换保修和1 年服务保修;服务保修可以通过额外付费延长至 2 年。对于服务和维修,团队将被派往客户家中。安装指南/手册将与产品一起提供有关如何安装和操作它;此外,客户还可以使用 Toll FR EE 电话号码和在线设施来澄清他们的 DOUBT。包含鼓风机和电池单元的操作箱将采用整洁紧凑的包装,可以整齐地放置在婴儿车下方,并提供夹子来固定盒子到婴儿车。客户可以从他们可以选择的各种床中选择他们想要的颜色和床的种类。
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4-4-2 Price
4-4-2价格
Price is one more critical component of marketing mix.It is the valuation of the product mentioned by the seller on the product.Pricing has an important bearing on the competitive position of a product.Pricing can also be used for capturing market and also for facing market competition effectively.Pricing decisions and policies have direct influence on the sales volume and profits of the firm.Market price of a product also needs periodical review and adjustments.The price charged should be high enough to give adequate profit to the company but low enough to motivate consumers to purchase product.The pricing variables are mentioned in fig 1.It should also be suitable to face market competition effectively.
价格是营销的另一个关键组成部分,mix.It是卖家在产品上提到的产品的多样性。定价对产品的竞争地位有重要影响。定价不仅可以用于占领市场,也可以用于有效面对市场竞争。定价决策和政策直接影响公司的销量和 PR。产品的市场价格也需要定期审查和调整。价格d应该足够高,以便为公司提供足够的利润,但又要足够低,以激励消费者购买产品。图1.It 中定义了定价变量,也应该适合有效地面对市场竞争。
Our product
我们的产品
The cost of our product,which includes the cost of initial investment,direct materials,direct labour,factory overheads (electricity,maintenance,gas,water,
我们产品的成本,包括初始投资成本、直接材料、直接人工、间接费用(电、维护、煤气、水、
storage etc.),transportation,advertising,sales expenses etc.,will be calculated.In short the total cost involved in producing the product to the time it being sold is calculated.Since we know the total cost of the product,we keep a profit margin of 35%(20%-company,15%-retailers).As our product is a virgin product in the market, we have near and indirect competitors;the near competitor has a handy cooler which cost around $95.Our product offers much more feathers and quality than the competitor's product available in the market;still we have to set a competitive price for our product.At the beginning the price will be high,for the people who want to own it first,though introductory offer will be announced to promote the product. Skimming will be done after a year or two when the demand increases in order to attract more customers to buy our product.Discount wil be given for online purchase and on festivals to encourage buyer to buy our product.
存储等)、运输、广告、销售费用等,将被计算在内。简而言之,计算了将产品生产到销售时间所涉及的总成本。由于我们知道产品的总成本,因此我们保持 35% 的利润率(20%-公司,15%-零售商)。由于我们的产品是市场上的原生产品,我们有近间接的竞争对手;接近的竞争对手有一个方便的冷却器,价格约为 95 美元.我们的产品提供的羽毛和质量比市场上竞争对手的产品多得多;我们必须为我们的产品设定一个有竞争力的价格。一开始价格会很高,对于想先拥有它的人来说,尽管会宣布介绍性优惠来推广该产品。当需求增加时,将在一两年后进行撇脂,以吸引更多客户购买我们的产品。在线购买和节日将提供折扣,以鼓励买家购买我们的产品。
4-4-3 Place
4-4-3名
It not only includes the place where the product is placed,all those activities
它不仅包括产品放置的地方,所有这些活动
performed by the company to ensure the availability of the product to the targeted customers.Availability of the product (inventory)at the right place,at the right time and in the right quantity is crucial in placement decisions.The variables describing placing are mentioned in fig 15.
由公司执行,以确保目标客户能够获得产品。在正确的地点、正确的时间和正确的数量提供产品(库存)对于放置决策至关重要。图15 中提到了描述placement 的变量。
Our product
我们的产品
Placing the distribution point is very essential in a business in order to establish a strong distribution network.We are not placing a external warehouse,so the finished products will be stored in the factory storage unit for distribution.The factory will be placed in Wollongong,as it gives good distribution network all over Australia.The product will be sold online and through telemarketing and the delivery will be made
为了建立强大的分销网络,放置分发点在企业中非常重要。我们没有放置外部仓库,因此成品将存放在工厂存储单元中以供分发。工厂将设在卧龙岗,因为它在澳大利亚各地提供good分销网络,产品将通过在线和电话营销进行销售,并进行交货
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free of cost.The showroom and headquarters will be in Sydney and further showrooms and service point will be opened depending on the customer demand in that particular area for direct sales.As the customer demand increases our product will be supplied to selective and exclusive retailers who handle baby items,especially prams.Training on installation will be given to staff members in the outlets.After some time,sales person will be recruited and door to door sales will be promoted.
免费的。展厅和总部将设在悉尼,更多的展厅和服务点将根据该特定地区的客户要求开放,以进行直接销售。随着客户需求的增加,我们的产品将供应给处理婴儿用品(尤其是婴儿车)的精选和独家零售商。将对商店的工作人员进行安装培训。一段时间后,将招聘销售人员并促进上门销售。
4-4-4 Promotion
4-4-4促销
Promotional activities are necessary for large scale marketing and also for facing market competition effectively.Such activities are varied in nature and are useful for establishing reasonably good rapport with the consumers.Advertising gives information and guidance to consumers.Brand names are made popular through advertising.Along with advertising,personal selling is also useful for motivating the customers to buy a specific product.In addition to advertising and personal selling,a manufacturer has to use other sales promotion techniques at the consumer level and at the dealer level.The techniques at consumer level include displays,exhibitions, discount coupons,small gifts and free samples,attractive container and consumer contests.Consumer psychology is favorable for extensive use of such sales promotion techniques.After-sales services are also useful for promoting sales of durable good. The variables for promotion are mentioned in fig 15.
促销活动是大规模营销和有效面对市场竞争的必要条件。此类活动本质上是多种多样的,有助于与消费者建立合理的良好关系 。广告为消费者提供信息和指导。品牌名称 通过广告流行起来。除了广告,个人销售也有助于激励客户购买特定产品。除了广告和个人销售外,制造商还必须在消费者层面和经销商层面使用其他促销技术。消费者层面的技术包括表演、展览、折扣券、小礼品和免费样品、有吸引力的容器和消费者竞赛。消费者心理有利于广泛的此类促销技术。售后服务也有助于促进耐用品的销售。图 15 中提到了促销的变量。
Our product
我们的产品
Promotion will be done by advertisement,telemarketing,marketing team canvasing people etc.Ad campaigns will concentrate on safety and comfort of the baby, providing them clean air to breath in pram,decrease their discomfort with the changing weather etc.Advertisement through media is a power full tool of promoting a product.Inexpensive way of promotion will be through radio whereas television will be effective way of promoting the product as its usage will be visually shown. Newspaper,magazines,brochure,banners and online advertisement will also be done with discount coupons.Online advertisement will be given in google,facebook twitter etc.Stalls and exhibition will be displayed in malls,cinema theatre, hospitals,public places etc.to make them aware of the product and to see a live demo of its working and feathers.
促销将由广告、电话营销、营销团队拉票等完成。Ad Campaigns 将专注于婴儿的安全和舒适,为他们提供干净的婴儿车呼吸,减少他们对不断变化的天气的不适等。广告 ththrough media 是推广产品的强大工具。廉价的促销方式是通过广播,而电视将是推广产品的有效方式,因为它的使用情况将直观地显示出来。报纸、杂志、小册子、横幅和在线广告也将使用折扣券完成。在线广告将在 google、facebook、twitter 等中提供。摊位和展览 将在商场、电影院、医院、公共场所展出,etc.to让他们了解产品并观看其工作和用餐的现场演示。
4-5 Cost plus price
4-5 成本加价
We have used cost plus pricing strategy to find the cost and finalize our minimum selling price.This includes finding the entire cost associated with the product,right from production till the product is sold to customers.The cost is found by adding all the money spend to produce,transport,market and selling the product,the capital recovery cost is also included in this.The minimum selling price is calculated by adding the profit margin to the total cost of the product.
我们使用成本加成定价策略来找到成本并最终确定我们的最低售价。这包括查找与产品相关的全部成本,从生产到产品出售给客户。成本是通过将生产、运输、营销和销售产品所花费的所有资金相加得出的,资本回收成本也包含在其中。最低价格是通过将利润率与产品总成本相加来计算的。
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Minimum selling price
最低售价
Total cost of production Production cost
总生产成本生产成本
Prime cost
Prime成本
=Total cost of production +Profit margin
=总生产成本+ 利润率
=Production cost+overheads +Capital cost +expenses =Prime cost+Factory overhead
=生产成本 + 间接费用 + 资本成本 + 费用 = 主要成本 + 工厂
=Direct materials+Direct labour
=直接材料+直接人工
Schematic representation of cost plus pricing
成本 加定价的示意图
Profit margin | lli se | |||||
Other Expenses | Total cost of production | |||||
Capital cost | Production cost +Overheads +Capital cost | |||||
Other overheads | Production cost + overheads | |||||
Factory overhead | ||||||
Direct material | Prime cost | Production cost | ||||
Direct labour |
Fig 16
图16
A.Direct materlal cost
A.直接材料成本
Material/component | Qty (no's) | Cost per piece($) | Total Cost ($) |
Dynamo with holder clip | 1 | 2 | 2 |
Wire | 3m | 0.10 | 0.30 |
Step up transformer | 1 | 2.50 | 2.50 |
Battery unit | 1 | 6 | 6 |
Blower with thermostat fitted heater | 1 | 15 | 15 |
Casing | 1 | 2 | 2 |
Pneumatic tube | 5m | 0.25 | 1.25 |
Pneumatic ducts | 10 | 0.40 | 4 |
Pneumatic t-joint | 11 | 0.50 | 5.50 |
Pneumatic joint | 1 | 0.30 | 0.30 |
Bed | 1 | 14 | 14 |
Holder clip | 4 | 0.50 | 2 |
Total | 54.85 |
Prices were compared and assumed from http://www.allbaba.com
价格从 http://www.allbaba.com 进行比较和假设
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ENGG 950 Innovation &Design Final Report wNYERSGYNE
Assumption -Labour hours | |
Weeks/year | =52 |
Leave (incl.public holidays) | =4 weeks/year |
Sick leave | =2 weeks/year |
Training | =1 week/year |
Total work | =45 weeks/year |
Working hours | =8 hours/day |
Break | =1 hour/day |
Actual working hours/day | =7 hours/day |
Working days | =5 days/week |
Total working hours | =45x5x7 =1575 hours/year |
B.Production time estimation
B.生产时间估算
Process | Time (minutes) |
Assembling transformer,battery and blower into the box | 2.5 |
Connecting dynamo and casing with wire | 0.5 |
Placing the pneumatic tube and ducts inside the bed | 4 |
Packing | 2 |
Total assembly time/product | 9 |
Takt time calculation
节拍时间计算
Talk time is a TPM tool which is used to estimate the time limit at which a product should be made in order to meet the customer demand.
通话时间是一种TPM工具,用于估计为了满足客户需求而应生产的产品的时间限制。
Takt time = Available time for production
节拍时间 = 可用于生产
Customer demand
Annual production Production/hour
年产量产量/小时
Total working hours Production/year
总工作时间产量/年
No.of assembly line
流水线数量
=6.6 products (approx..) =1575 hours/year
=6.6个产品(大约)=1575小时/年
=6.6x1575
=10500/year/assembly line =3 units
=10500/年/流水线=3台
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Group No.:D5
Total production/year Assuming 5%rejection Actual production/year
总产量/年假设5% 废品实际产量/年
=3x10500
=31500 nos =31500x5% =1575 nos
=31500 个编号=31500x5%=1575个编号
=31500-1575
=29,925 nos
=29,925个编号
C.Direct labour cost
C.直接人工成本
Cost | ||
Basic salary | $50,000 | |
Superannuation | 12% | $6000 |
WC Insurance | 6% | $3000 |
Payroll Tax | 6.6% | $3300 |
labour cost/year | $59.300 | |
Products/year | 29,925 nos | |
Total labours | 15 nos | |
Total labour cost | 15x59.300 | $472,500 |
Cost/product | 472,500/29,925 | $15.79 |
Direct cost =Direct material cost +Direct Labour cost =54.85+15.79
直接成本=直接材料成本+直接人工成本=54.85+15.79
=S 70.64
D.Factory overheads
D.工厂管理费用
Elements | Cost (S) |
Electricity | 30,000 |
Water | 2,000 |
Gas | 2,500 |
Telephone | 2,000 |
Transport | 5,000 |
Insurance | 10,000 |
Maintenance &repair | 5,000 |
Miscellaneous | 10.000 |
Total | 66,500 |
Cost/product=66,500/29,925
成本/产品 = 66,500/29,925
= $2.22/product
= 2.22 美元/产品
E.Capital investment
E.设备投资
Capital | Investment ($) |
Factory construction | 1,000,000 |
Machinery | 500,000 |
Advertisement | 500,000 |
IP protection | 10,000 |
Showroom t website | 500,000 |
Expansion over 5 years | 1,000,000 |
Total capital | 3,510,000 |
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ENGG 950 Innovation &Design Final Report NOII
Group No.;D5
We have assumed our sales increases by 10%each year for 5 years,therefore increasing our production capacity by first year's production capacity each year in order to support the customer demand.
我们假设我们的销售额在5年内每年增长 10%,因此在第一年的生产能力 each 年增加我们的生产能力,以支持客户dem和 。
F.Projected production figures in 5 year time
F.5年后的预计产量数字
Production year | No.of products produced |
Year 1 | 29,925 |
Year 2 | 59,850 |
Year 3 | 89,775 |
Year 4 | 119,700 |
Year 5 | 149,625 |
Total | 448,875 |
Total products produced in 5 years Total capital invested
Cost/product
成本/产品
=448,875 nos =$3,010,000
=448,875 个=$3,010,000
=$3,510,000/448,875 = $7.82/product
=3,510,000 美元/448,875 = 7.82 美元/产品
G.Other overheads
G.其他开销
Manager | Sales rep |
Executives | Equipment's |
Advertisement | IT |
Delivery charges | Miscellaneous |
Estimating an overall cost of $10/product
估计总成本为 10 美元/产品
H.Other expenses
H.其他费用
Accreditations | Printing and stationary |
ACcountancy (External) | Shop Rent |
Bank fees and charges | Security |
Cleaning | Vehicle -Hire |
Consultant Fees | R&D |
Training | Website charge |
Travel Expenses | Miscellaneous |
Estimating an overall cost of $5/product
估计总成本为 5 美元/产品
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Cost plus pricing | |
Minimum selling price Total cost of production Production cost Prime cost | =Total cost of production +Profit margin =Production cost +overheads +Capital cost +expenses =Prime cost+Factory overhead =Direct materials+Direct labour |
Production cost
生产成本
Prime cost
Prime成本
I.
Factory overhead Capital investment
工厂间接费用资本投资
Other overheads Other expenses
其他间接费用其他费用
otal cost of
Required profit (35%)
所需利润(35%)
Minimum selling price
From marketing survey we have found that people are willing to pay upto $150 for our product.The calculated cost plus pricing or minimum selling price is well under customer requirement.We have a flexibility of adding another $20 to the selling price.
从市场调查中,我们发现人们愿意为我们的产品支付高达 150 美元的费用。计算的成本加定价或最低售价远低于买家要求。我们可以灵活地在售价上再增加 20 美元。
SellingpriceaS 149.49
售价aS149.49
After two years of time the demand and production will increase respectively,and thus the cost of production will eventually decrease,resulting in low cost of production.Therefore we can reduce the price of our product in order to attract more customers to buy the product.
两年后,需求和产量将分别增加,因此生产成本最终会降低,从而导致生产成本较低。因此,我们可以降低产品的价格,以吸引更多的客户购买该产品。
Year | Products sold | Selling price |
1 | 28,521 | $149.49 |
2 | 57,043 | $149.49 |
3 | 85,564 | $129.49 |
4 | 114,085 | $129.49 |
5 | 143,607 | $129.49 |
Table 8
表8
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ENGG 950 Innovation &Design Final Report NOIGIT
5.Protection of IP
5.知识产权保护
5-1 Prior Art Assessment
5-1现有技术评估
Introduction
介绍
Prior art is information that has been made available to the public.A prior art search helps to determine whether or not it is worthwhile filing for a patent.Prior art that shows something is similar to the invention may restrict the ability to have the invention patented.
现有技术是已向公众提供的信息。现有技术检索有助于确定是否值得申请专利。显示与发明相似的现有技术可能会限制获得发明专利的能力。
In order to obtain a patent,the invention must be new and involve an inventive or innovative step.If a product similar to the invention has been patented or described in a printed publication anywhere in the world,it may affect the possibility of gaining patent protection.
为了获得专利,发明必须是新的,并且涉及创造性或创新性步骤。如果与发明类似的产品已在世界任何地方的印刷出版物中获得专利或描述,则可能会影响获得专利保护的可能性。
The aim of a prior art search is to determine whether the invention is novel and non- obvious to people within that industry or field.
现有技术检索的目的是确定该发明是否具有新颖性,并且对于该行业或领域的人们来说是否显而易见。
A prior art search may include searches of:
现有技术检索可能包括以下检索:
● Patent databases (e.g. AusPat,the US Patent and Trade Mark Office, Japan Patent Office and the European Patent Office)
● 专利数据库(例如 AusPat、美国专利商标局、日本专利局和欧洲专利局)
● Patent Cooperation Treaty database (known as Patentscope )
● 专利合作条约数据库(简称Patentscope)
● Literature
●文献
● Products
●产品
·Proprietary databases
·专有数据库
● The internet
●互联网
Assessing Prior Art and IP for our product
评估我们产品的现有技术和知识产权
For assessing the prior art and the current IP relevant to our product,we went through a patent search as a part of search for prior art.For this we searched our idea which was pram with primary heating and cooling system in internet and used patent tab to narrowing down our investigation to see if our idea has already been patented.
为了评估与我们的产品相关的现有技术和当前知识产权,我们将专利 检索作为现有技术检索的一部分。为此,我们在互联网上搜索了我们的想法,即带有初级加热和冷却系统的婴儿车,并使用专利选项卡来缩小我们的调查范围,看看我们的想法是否已经获得专利。
Following the search,we saw no identical or very similar to our idea.Only the prior art of an air-conditioned stroller which was only producing cool air and was only designed for summer was found patented in the internet.So,as we already explained the aim of our product,they have different aims and their product is only a part of our new product which has other functionality and is completely new and aimed to act as a heater in winter to keep the child warmer and on the other hand it can
搜索后,我们没有看到与我们的想法相同或非常相似。只有一种空调婴儿车的现有技术在互联网上被发现,该婴儿车仅产生凉爽空气,并且专为夏季设计。因此,正如我们已经阐明了我们产品的目标,他们有不同的目标,他们的产品只是我们新产品的一部分,它具有其他功能,并且是全新的,可以充当加热器冬天来保持孩子战争mer,另一方面它可以
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Group No.:D5
第 :D 5 组
ventilate and temperate the air in summer.Hence,we could go for patenting our own idea/product.
夏季通风和调节空气。Hence,我们可以为自己的想法/产品申请专利。
5-2 The IP strategy of our product
5-2我们产品的 IP战略
Intellectual property is quite important for a company to design as well as to sell a product,which contains the innovation ideas of the company.Protecting intellectual property of a company is to protect its product,thus companies should apply a good intellectual property strategy protect its product and thus the company.
知识产权对于公司来说非常重要,因为我们的产品设计包含了公司的 innovation 想法。保护公司的知识产权就是保护其产品,因此公司应该采取良好的知识产权战略来保护其产品,从而保护公司。
It is the IP strategy that our company should apply and follow:
这是我们公司应该应用和遵循的知识产权战略:
1.Find a IP administration department
1.寻找知识产权管理部门
At first,an IP administration department will be founded which is responsible to protect the company's intellectual property and avoid our IP being infringed by others,and the department also regulate the use of the company's IP of others with our permission.
首先,将成立一个知识产权管理 部门,负责保护公司的知识产权,避免我们的知识产权被他人侵犯,并由该部门对经我们许可,公司其他方的IP。
2.Identity our IP
2.识别我们的IP
We should descript the identification of our IP by many ways,such as words,graphs and chats,in order to identify the scope of our IP and what the IP contains.The IP are mainly the innovative idea and the design of our product,this way we can protect are pattern from being copied.For example,the logo and the trade mark of our company are an important IP.
我们应该通过多种方式描述我们IP的同一性,例如文字、图表和聊天,以便确定我们IP的范围以及IP包含的内容。知识产权主要是我们产品的创新理念和设计,这样我们可以保护图案不被复制,例如标志和商标是我们公司的重要知识产权。
AEROCLIM (brand name) DESIGNED FOR CHANGE (ourcaption)
AEROCLIM(品牌名称)DESIGNED FOR CHANGE(OURCAPTION)
Fig 17.The logo of our product
图17.我们产品的标志
3.Get a patent license
3.获得专利许可证
Then we should apply a patent certification for the intellectual property in patent office,in order to gain a legal protection of the IP from the government.
然后我们应该在专利局申请知识产权的专利认证,以便从政府那里获得知识产权的法律保护。
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4.Sell and share patent
4.出售和分享
After a certain period of time of selling the product and on success,the patent will be shared to international companies,giving them the permission to produce our product in other countries in collaboration with our company,under the same brand name, however,they should pay a royalty to our company for this permission,and all research and up gradation should be done under our supervision regarding this product.
在产品销售一段时间后并成功后,专利将分享给国际公司,允许他们在其他国家与本公司合作,使用相同的品牌名称,但是,他们应为此许可向本公司支付特许权使用费,并且所有研究和升级都应在我们的关于本产品的监督。
5.Search infringement potential.
5.搜索侵权可能性。
We should search patents with infringement potential of other companies without our permission,look for and identify opportunities for litigation with the companies which have infringed our patent or selling a license to them.
我们应该在未经我们许可的情况下检索其他公司具有侵权可能性的专利,寻找并寻找与侵犯我们专利或向他们出售许可证。
6.The Risk
6.风险
In this part,the risks about what harmful effect our product will provide to others and the environment will be identified and analysed,and tools will be used in this part.
在这一部分,我们将识别和分析我们的产品将对他人和环境产生什么有害影响的风险,并在这一部分使用工具。
6-1 Risk analyse of our product
6-1我们产品的风险分析
6-1-1 Event tree analyse
6-1-1事件树分析
Event tree is used to analyse different kinds of risk that could cause for our product. Form the event trees below,it could be seen that the risks of our product including overheating,circuit failure and filter failure.
事件树用于分析可能对您的产品造成的各种风险。从下面的事件树中可以看出,我们产品的风险包括过热、电路故障和过滤器故障。
1 Event tree of overheating
1过热事件树
Overheating occurs when the heater of our product does not work well,and the temperate of the heater could be much higher that it is supported to be.
当我们产品的加热器工作不正常时,就会发生过热,加热器的温度可能比它所支撑的温度高得多。
Evidence
failure
失败
YES
是的
Overheating
过热
YES2 pro No | Replace Thermostat Risk of 风险 | YES No | No Risk! Risk of High temperature |
No Risk!
无风险!
Fig 18.Event tree of overheating
图18.过热事件树
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最终报告WNYE6SEX5
2 Event tree of circuit failure
2电路故障事件树
Circuit failure is mainly caused by the failure of electric equipments and short circuit, which could increase the electric tense in the circuit of our product
电路故障主要是由于电气设备的故障和短路引起的,这可能会增加我们产品电路中的电气紧张
YES才 No Risk
YES
是的
YES
是的
Evidence pr0 failure
证据pr0失败
Instal Fuse on circuit
电路上的 InstalFuse
No
不
Risk of injuries
受伤风险
No | |
Circuit failure No No Risk! | Risk of sparking |
Fig 19.Event tree of circuit failure
图 19.电路故障事件树
3 Event tree of filter failure
3过滤器失败的事件树
Filter failure means the filters of our product could be blocked by dust,leafs or other staff.It could cause bad quality of air in the pram and the ricks of breath.
过滤故障意味着我们产品的过滤器可能会被灰尘、树叶或其他工作人员堵塞。它可能会导致婴儿车中的空气质量差和呼吸刺痛。
Evidence failure
YES
是的
YES
是的
Chang or clean
Chang 或 clean
the filter
过滤器
No
不
YES
是的
pro
专业人士
No
不
No Risk!
Suffering from bad qualty of air in the pram
婴儿车内的空气质量不佳
Filter failure
过滤器故障
No
不
No Risk!
无风险!
Fig 20.Event
图20.事件
Risk of bad breath
口臭风险
tree of filter failure
过滤器故障树
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第 :D 5 组
6-1-2 Risk analysis and evaluation
6-1-2风险分析和评估
This part is for analysing the consequence of the risks,and to what degree the risks
这部分用于分析风险的后果以及风险的程度
could do harm to our brand.
可能会损害我们的品牌。
1 Analyse for Event tree of overheating
1 分析过热的事件树
YES
0.3
Oveheating
No 0.7
没有0.7
Evidence
证据
faiure
费乌尔
YES
是的
0.8 prg
No 0.2
无0.2
YES
是的
0.9
Replace
取代
Thermostat No
恒温器 否
0.1
YES
是的
0.9
No harmto
无害
baby
婴儿
No
不
0.1
YES, 0%
是的,0%
0
No harm to
无害
baby
婴儿
Do harm to baby
对宝宝造成伤害
5.4%
0.6%
YES
是的
0
No
不
1
YES
是的
0.6
No
不
0.4
0
21.6%
1.44%
0.96%
No harmto baby
对婴儿无害
70%
1
Total YES:6.84% Fig 21
总 YES:6.84% 图 21
Total NO:93.16%
总量:93.16%
2 Analyse for event tree of circuit failure
2 分析电路故障的事件树
YES 0
0
Circuit failure
电路故障
YE8
是 8
0 2
No 0.8
编号0.8
Evidence pro
证据专业
failure
失败
No harm to Baby
对宝宝无害
Install Fuse on YE8 circuit
在YE8电路上安装保险丝
0.7
0,7%
No
不
0.3 No harm to baby
0.3对宝宝无害
YES 0
是0
0
YE8 0.87
YE8 0.87
NO
不
0.2
YE8 0.8
No
不
Do harm to
对
baby
婴儿
Do harm to baby
对宝宝造成伤害
4.8%
0.6%
No
不
YE8
是 8
08
No
不
0.2
6.72%
2.24%
0.56%
Total YES:7%
总 YES:7%
Total NO:93%
总数量:93%
No
不
80%
Fig 22
图22
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ENGG 950 Innovation &Design Final Report IF
3 Analyse for event tree of filter failure
3分析过滤器失败的事件树
YES
0.2
Filter failure
过滤器故障
No 0.8
编号0.8
YES Evidence pro0.7 failure
YESEvidence pro0.7失败
No
不
0.3
YES
是的
Do harmto 0 baby
对0个宝贝造成伤害
No
不
1
Chang or clean the fiter
更换或清洁钳工
Do harmto baby
对宝宝造成伤害
0
0.8
YES 0.8
是 0.8
No
不
0.2
YES
是的
0.7
No
不
0.3
YES
是的
0
Do harmto baby
对宝宝造成伤害
No
不
1
YES
是的
Do harmto 0.7 baby
对0.7宝贝造成伤害
NO
不
4.2% 0.3
1.8%
0
11.2%
0.0196 %
0.84%
Fig 23
图23
Total Yes 1.96%
总计是1.96%
Total No:98.03%
总人数:98.03%
6-1-3 Analysis value of risks.
6-1-3 风险分析。
This part is for calculating the value that the risk will damage our company.Damage to Brand and reduction of sales plus Law Suit for damages and stress:Estimated Worth $2,000,000.
这部分用于计算风险对我们公司造成的损害价值。品牌受损和销售额减少加上损害赔偿和压力诉讼:估计价值 2,000,000 美元。
Overheating:Likelihood 6.84%,risk=6.84%×2000000=136800 Circuit failure:Likelihood 7%,risk=8.7%×200000=1400000
过热:似然 6.84%,风险=6.84%×2000000=136800 电路故障:似然 7%,风险=8.7%×200000=1400000
Filter failure:Likelihood:1.96%,risk=1.96×2000000=392000
过滤失败:可能性:1.96%,风险=1.96×2000000=392000
Low | Medium | High | Very High | |
Almost Certain | M | M | H | H |
Probable | L | FIter Failure | H | H |
Possible | L | M | M | Crcuit Failore |
Rare | L | L | over Heating | M |
Table 9
表9
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Group No.:D5
6-2 Risk Mitigation Strategies
6-2风险缓解策略
The following resolutions shown in the table,express the treatment actions to avoid risks and reducing the consequences of them.
表中所示的以下决议表达了避免风险和减少风险后果的处理措施。
Risks Treatments | Overheating | Circuit failure | Filter failure |
1-Avoiding risk by not doing an activity | Not embedding too many fans for the case | Protection from dust | |
2-Removing the risk source | Removing extra fans | ||
3-Changing the likelihood | Replacing the faulty thermostat | ||
4-Changing the consequence | Addingfuse to the circuit | Changing or cleaning the filter | |
5-Share the risk with other parties | Insurance | Insurance | Insurance |
Table 10 Risk mitigation
表10风险缓解
After applying the risk mitigation,we recalculated the risk and reach to following results:
在应用风险缓解措施后,我们重新计算了风险并得出以下结果:
1)Re-evaluating the risk after overheating risk mitigation
1)在过度降低风险后重新评估风险
Fig 24
图 24
Total No 99.61%
合计编号99.61%
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Group No.:D5
第 :D 5 组
2)Re-evaluating the risk after circuit failure risk mitigation
2)在电路故障风险缓解后重新评估风险
Yes 0.4
Yes
是的
0%
0
ChJld harmed
ChJld受到伤害
Yes Install
是 安装
0.95
Yes Evident pror 0.09 jallure
puse on creut
暂停克鲁特
0.6
No
不
Yes
是的
0.1
Chld harmed
Chld 受伤
0.04
1
3.42%
YNeos
001.51%
00 1.51%
0.9
4.61%
No
不
Circuit failure
电路故障
0.91
No
不
0.05
No
不
Harmful jor chlld
有害的jor chlld
Harmful for chlld
对chlld 有害
Yes 0%
是0%
0
No 91%
否91%
0.9
No
不
0.40
Total Yes 0.55%
总计是 0.55%
Total No 99.43%
合计99.43%
3)Re-evaluating the risk after fil Fig 25 -risk mitigation
3)重新评估风险后 图25 - 风险缓解
Yes 0%
0
Yes
是的
0.08
Ctreult failure
Ctreult 失败
0.92
No
不
Change,
Evident
0.05HarmfulJor chlld
No
不
)es 0%
)地震怪0%
0
Harmful Jor chlld
有害的Jor chlld
N92%
CNild harmed
1
No
Yes
是的
0.38%
0.1
Chlld harmed
0.9
3.42% No
0.9 No
Total Yes 0.42%
总计 是 0.42%
Total No 99.58
合计No 99.58
Fig 26
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ENGG 950 创新与设计最终报告
Group No.:D5
第 :D 5 组
After re-evaluating the risk of overheating,sparkling and filter failure,the consequence of the risk got decreased to Low and its likelihood became Rare
在重新评估过热、起泡和过滤器故障的风险后,风险后果降低到低,其可能性变得罕见
LOW | MEDIUM | HIGH | VERY HIGH | ||
Almost Certain | M | M | H | H | |
Probable | M | H | H | ||
Possible | M | M | H | ||
Rare | L | M | M |
Table 11
表11
By taking risk mitigation strategies such as Insurance and crisis management we could reduce the consequences and likelihood of the risks.So,the cost of each risk,
通过采取风险缓解策略,例如保险和危机管理,我们可以减少后果并减轻风险。所以,每个风险的成本,
Risk =Consequence x Likelihood
风险 = 后果x似然
1)Risk =110,000×0.38=$418 2)Risk =110,000×0.55=$605 3)Risk =110,000×0.42=$462
1)风险 =110,000×0.38=418 美元2)风险=110,000×0.55=605 美元3)风险=110,000×0.42=462 美元
7.Commercial Feasibility
7.商业可行性
7-1 Commercial structure
7-1商业结构
In order to run our business,we need different resources such as human resource, equipment and financial resource.Each of these types of resource can play a significant role in our company success and build the structure of our business.
为了经营我们的业务,我们需要不同的资源,如人力资源、设备和财务资源。这些类型的资源中的每一种都可以在我们公司的成功和建立我们的业务结构中发挥重要作用。
Needed labours are estimated to be 18 persons including 15 labour working within factory and in three assembly lines,one person as cleaner and two as security officers. All labours will be trained by experienced foremen and will be aware about production cycle time in order to increase their productivity.Besides,our marketing team is consisted of 5 persons including marketing manager,sales representative,and advertising team.
所需劳动力估计为 18 人,其中包括 15 名在工厂和3个装配车间工作的工人,其中 1人为清洁工,2 人为安全人员。所有工人都将接受经验丰富的领班的培训,并将了解生产周期时间,以提高他们的生产力。此外,我们的营销团队由营销经理、销售代表和广告团队 5 人组成。
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Group No.:D5
Staff type | Number | ||
workforce | Foreman | 3 | |
labour | 12 | ||
cleaner | 1 | ||
Security officer | 2 | ||
Marketing team | Marketing manager | 1 | |
Sales representative | 2 | ||
Advertising team | 2 | ||
Production &Planning department | 3 | ||
R&D and Quality control department | 1 | ||
Human resource department | 2 | ||
Main shop representative | 2 | ||
Accountancy | Outsourced | ||
Transportation staff | Outsourced | ||
Distribution channel | Outsourced |
Table 12
表12
Since,at the beginning the size of our company is small and it is not reasonable to hire large number of employees,we will use limited number but experienced employees in departments to be efficient based on our plan.
由于我们公司一开始规模较小,雇用大量员工是不合理的,我们将选择数量有限但经验丰富的部门员工,以我们的生产力为基础提高效率。
We plan to buy the land in an industrial park and build factory and buy all machines needed in assembly lines and also equipment which are needed to run the factory and departments.Over five years,we also have an expansion plan,to add product lines and increase the automation level of machines and production rate.In the time of purchasing land,we will consider the land needed for this expansion plan.It is worth noting,that adding products or modifying this product depends on the R&D and marketing teams activities.
我们计划在工业园区购买土地并建造工厂,并购买装配线所需的所有机器以及运营工厂和部门所需的设备。在五年内,我们还有一个扩展计划,以增加产品线并提高机器的自动化水平和生产率。在购买土地时,我们将考虑此扩建计划所需的土地。值得注意的是,添加产品或修改此产品取决于研发和营销团队的活动。
Furthermore,our plan is to rent showroom and main shop and distribute products in the target market with the help of external distribution firms.In our expansion plan, it is considered that in the case of being expanded,the distribution activity will be done internally with an affiliate organisation and under company supervision. Transportation and accountancy are to be done externally since the time we expand and enlarge the factory and increase the complexity of performance.At the beginning,all the product components are outsourced to be produce based on determined technical specifications and are assembled internally.
此外,我们的计划是在外部分销公司的帮助下,在目标市场租用陈列室和总店并分销产品。在我们的扩张计划中,考虑到在扩大的情况下,分销活动将与附属组织在内部进行,并在公司的监督下进行。运输和会计工作是在外部完成的,因为我们扩建和扩大工厂并增加了绩效的复杂性。一开始,所有产品组件都外包给根据确定的技术规格进行生产,并在内部组装。
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Since our business is a new and small one and need more concentration to be prospering,we define a simple structure which helps manager to be directly connected to operation and have direct control on it.Also,this structure is more suitable for beginning,since it is inexpensive to monitor and convenient to communicate among departments.Therefore,organizational chart for the first two years before implementing expansion plan is as following:
由于我们的业务是新的、较小的业务,需要更集中精力才能繁荣,我们定义了一个简单的结构,帮助经理 直接与运营相连并对其进行直接控制 。此外,这种结构更适合开始,因为它的监控成本低廉,便于部门间沟通。因此,实施扩张计划前的前两年组织结构图如下:
Chief-executive Manager
Marketing Department
市场部
Marketing Division
Security Devision
安全设计
R&D and Quality
研发和质量
control
控制
Department
部门
Accounting Division
会计科
Production & Planning
生产&规划
Department
部门
Planning Division
企划事业部
Human
人
Resources
资源
Department
部门
Purchasing Division
采购事业部
Fig 27
图27
7-2 Financial projection and feasibility
7-2财务预测和可行性
Since our project is related to children and this market is rapidly changing,we consider a 5-year period as a time base to do financial analysis.As calculated earlier, the total cost per product and the pricing strategy for a 5-year period is as following. After two years,production will increase which result in a decrease in the cost of production.Due to this fall in the cost,we can reduce the price of our product from year three which underpin acquiring more customers:
由于我们的项目与儿童有关,而且这个市场正在迅速变化,因此我们将5 年作为进行财务分析的时间基础。如前所述,5 年期间的每件产品的总成本和定价策略如下。两年后,产量会增加,从而导致生产成本降低。由于成本的下降,我们可以从第三年开始降低产品的价格,从而为获得更多客户奠定基础:
Year | Product sold | Selling Price ($) |
1 | 28,521 | 149.49 |
2 | 57,043 | 149.49 |
3 | 85,564 | 129.49 |
4 | 114,085 | 129.49 |
5 | 143,607 | 129.49 |
Total Cost of production | $95.68 |
Table 12
表12
Moreover,in previous section,we calculate that we need $3,510,000 as total capital inyestment to run our plant and production.So,the predicted cash flow for a 5-year period is:
此外,在上一节中,我们计算出我们需要 3,510,000 美元作为总资本投入来运行我们的工厂和生产。因此,5 年期间的预测现金流为:
ENGG 950 Innovation &Design Final Report WNYERSEYNE
Group No.:D5
Cash Flow for Project
项目现金流
The cash flow in year O is negative which means the amount of money needed to invest in building plant and running production.
O 年的现金流为负数,这意味着需要大量资金来投资建造工厂和运行生产。
The minimum Required Rate of Return(RRR)our investors want to entre in this project is 15%.Based on calculation,at the end of year 5 total DV is predicted to be $6,716,545 which means project earnings are greater than the minimum RRR of investors.Hence,this project is to be attractive for them.The other factor can be used to measure the profitability of the investments is Internal Rate of Return (IRR). IRR is the interest rate at which the net present value of all the cash flows from a project or investment equal zero.Regardless of the weaknesses it has,can be a measure for investors to decide whether investing in this project is profitable.If the IRR of a project exceeds the RRR of that project,it means this project is desirable.As the below table depicted,at the end of year 5,IRR=67.3%which is much higher than what investors want as RRR=15%.
我们的投资者希望进入该项目的最低要求回报率 (RRR)为 15%。根据计算,在第 5 年年底,总 DV 预计为 6,716,545 美元,这意味着项目收益大于投资者的最低RRR。因此,这个项目对他们来说要有吸引力。另一个可用于衡量投资者盈利能力的因素是内部收益率 (IRR)。IRR 是项目或投资等值的所有现金流量的净价值为零的利率。无论它有什么弱点,都可以成为投资者决定投资这个项目是否有利可图的衡量标准。如果一个项目的IRR超过该项目的RRR,则表示该项目是可取的。如下表所示,在第 5 年年底,内部收益率=67.3%,这远高于投资者希望的RRR=15%。
Year | Total Investment | Total Earning | Net Cash Flow | Net Payback to- date | ROI to- date (%) | Discounte d value for year RRR=15% | IRR to- date (%) |
0 | 3,510,000 | -3,510,000 | -3,510,000 | 3,510,000 | |||
1 | 1,540,134 | 1,540,134 | -1,969,866 | -56.1 | 1,339,247 | -56.1 | |
2 | 3,080,322 | 3,080,322 | 1,110,456 | 31.6 | 2,329,166 | 18.2 | |
3 | 2,909,176 | 2,909,176 | 4,019,632 | 114.5 | 1,912,830 | 44.4 | |
4 | 3,878,890 | 3,878,890 | 7,898,522 | 225.0 | 2,217,768 | 59.2 | |
5 | 4,882,638 | 4,882,638 | 12,781,160 | 364.1 | 2,427,534 | 67.3 | |
Total | 3,510,000 | 16,291,160 | 12,781,160 | 6,716,545 |
Table 13
表13
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Group No.:D5
Calculation shows that payback period for the project is 2 years because
计算表明,该项目的投资回收期为 2 年,因为
Ztotalnet cash flow ≥0.
Ztotalnet现金流≥0。
Our investors discuss that instead of investing in our project;they can invest their money in Commonwealth bank for 60 months and earn 4.6%interest per annum while their money may be blocked for a 5-year period (Commonwealth bank website 2013). Supposing their interests will be paid on yearly basis and are calculated by simple interest rate,their cash flow can be like following:
我们的投资者讨论这个问题,而不是投资于我们的项目;他们可以将资金投资于联邦银行60个月,每年赚取4.6% 的利息,而他们的资金可能会被冻结5 年(联邦银行网站2013)。假设他们的利息是按年支付的,并且是按简单的利率计算的,他们的现金流可以是这样的:
Cash Flow for Bank Deposit
银行存款的现金流
In this situation their net payback would be $915,335 at the end of year five,which has 92.8%decrease compare to investing in our project.The calculations are presented in the table below.
在这种情况下,他们在第五年年底的净回报将为 915,335 美元,与投资于我们的项目相比,净回报率下降了 92.8%。计算结果如表below 所示。
Year | Total Investment | Total Earning | Net Cash Flow | Net Payback to-date | ROI to- date | Discounte d value for year RRR=15% | IRR to- date |
0 | 3,510,000 | -3,510,000 | -3,510,000 | -3,510,000 | |||
1 | 885,067 | 885,067 | -2,624.933 | -74.8% | 846,144 | ||
2 | 885,067 | 885,067 | -1,739,866 | -49.6% | 808,933 | ||
3 | 885,067 | 885,067 | 854,799 | 24.4% | 773,359 | ||
4 | 885,067 | 885,067 | 30,268 | 0.9% | 739,349 | ||
5 | 885,067 | 885,067 | 915,335 | 26.1% | 706,834 | 4.6% | |
Total | 3,510,000 | 4,425,335 | 915,335 | 364,620 |
Table 14
表14
Although calculations show that project is beneficial,our shareholders are concern about the inflation regarding materials cost which likely to be 10%.Also,the policy of
尽管计算显示该项目是有益的,但我们的股东担心材料成本的通货膨胀率可能达到 10%。此外,政策
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company is to increase the labour wage by 8%after 2 years as their reward if there will be no increase in material price.
如果材料价格没有上涨,公司将在 2 年后将劳动工资提高 8% 作为奖励。
The other risk related to feasibility study is about target market.As explained before, one segment of our customers is the current migrants who already have child and their child were born offshore and their births are not documented in Australia.Since there was no solid information in regard to the portion of this segment,we do not include these customers when defining the number of potential customers.However our shareholders ask us to do optimistic and pessimistic analysis regarding the number of customers.Our marketing team suggest considering the 27%increase and 14% decrease regarding the number of potential customers.
与可行性研究相关的另一个风险是关于目标市场。As 之前解释过,我们的客户中有一部分是目前已经有孩子的移民,他们的孩子是在海外出生的,他们的出生在澳大利亚没有记录。segment,在定义潜在客户数量时,我们不包括这些客户。但是,我们的股东要求我们对客户数量进行选择性、乐观和悲观分析。我们的营销团队建议考虑潜在客户数量增加 27%和 14% 减少。
So,we consider four sensitivity analyses to evaluate attractiveness of project in these situations.
因此,我们考虑了四种敏感性分析来评估项目在这些情况下的吸引力。
>Scenario 1:increase in the direct material cost by 10%
%3 场景 1:直接材料成本增加 10%
Direct material cost after 10%increase will be $60.34.If the cost of direct material increases 10%,it causes nearly 12%decrease in IRR of project and $1,478,885 in total DV at the end of year five.
如果直接材料成本增加10% 后为 60.34 美元,则会导致项目内部收益率下降近12%,年底总 DV 为 1,478,885 美元五。
Year | Total Investment | Total Earning | Net Cash Flow | Net Payback to-date | ROI to- date (%) | Discounte d value for year RRR=15% | IRR to- date |
0 | 3,510,000 | 3,510,000 | -3,510,000 | -3,510,000 | |||
1 | 1,378,277 | 1,378,277 | -2,131,723 | 60.7 | 1,198,502 | -61.8 | |
2 | 2,756,603 | 2,756,603 | 624,880 | 17.8 | 2,084,388 | 2.7 | |
3 | 2,423,600 | 2,423,600 | 3,048,481 | 86.9 | 1,593,557 | 25.6 | |
4 | 3,231,458 | 3,231,458 | 6,279,938 | 178.9 | 1,847,596 | 38.4 | |
5 | 4,070,218 | 4,070,218 | 10,350,156 | 294.9 | 2,023,617 | 45.5 | |
Total | 3,510,000 | 13,860,156 | 10,350,156 | 5,237,660 |
Table 15
表15
>Scenario 2:increase labour wage from year 2 by 8%if there is no increase in the cost of direct material
%3 场景2:从第二年开始增加 8% 如果这里的直接材料成本没有增加
If the cost of material does not change,our company will increase the labour wage 8%,from year two which is paid from the profit of selling product.Direct labour cost is $15.79 per product.So if it has the 8%increase in the second year,it would be $17.1 per product.Therefore,it reduces the net profit of selling product.Based on the result,the IRR will decrease 1.2%but still the project is profitable.
如果材料成本没有变化,我们公司将从第二年开始将劳动工资提高8%,该工资从销售产品的利润中支付。直接人工成本为每件产品 15.79 美元。因此,如果第二年上涨 8%,则每件产品将增加 17.1 美元。因此,它降低了销售产品的净利润。根据结果,内部收益率将下降 1.2%,但该项目仍然是有利可图的。
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Year | Total Investme nt | Total Earning | Net Cash Flow | Net Payback to-date | ROI to- date (%) | Discounte d value for year RRR=15% | IRR to- date (%) |
0 | 3,510,000 | 3,510,000 | -3,510,000 | 3,510,000 | |||
1 | 1,498,687 | 1,378,277 | -2,011,313 | -57.3 | 1,303,206 | 57.3 | |
2 | 2,997,427 | 2,756,603 | 986,114 | 28.1 | 2,266,486 | 16.2 | |
3 | 2,892,919 | 2,423,600 | 3,879,033 | 110.5 | 1,902,141 | 42.9 | |
4 | 3,857,214 | 3,231,458 | 7,736,247 | 220.4 | 2,205,375 | 57.8 | |
5 | 4,858,396 | 4,070,218 | 12,594,643 | 358.8 | 2,415,481 | 66.1 | |
Total | 3,510,000 | 16,104,642 | 12,594,642 | 6,582,689 |
Table 16
表16
>Scenario 3:increase target customer by 27%(optimistic)
>cenario 3:目标客群增加 27%(乐观)
Investors of project want a sensitivity analysis regarding the number of customers to assess the financial changes in the return of investment and payback of project.As demonstrated in table,27%increase in the number of customers will increase the net payback around 34%.
项目投资者希望对客户数量进行敏感性分析,以评估投资回报和项目回报的财务变化。如表所示,27% 的客户数量增加 将使净回报率提高 34% 左右。
Year | Total Investme nt | Total Earning | Net Cash Flow | Net Payback to-date | ROI to-date (%) | Discounte d value for year RRR=15% | IRR to- date (%) |
0 | 3,510,000 | 3,510,000 | -3,510,000 | -3,510,000 | |||
1 | 1,949,088 | 1,949,088 | -1,560,912 | 44.5 | 1,694,859 | -44.5 | |
2 | 3,898,244 | 3,898,244 | 2,337,333 | 66.6 | 2,947,633 | 36.7 | |
3 | 3,674,007 | 3,674,007 | 6,011,339 | 171.3 | 2,415,719 | 63.0 | |
4 | 4,898,662 | 4,898,662 | 10,910,001 | 310.8 | 2,800,826 | 76.9 | |
5 | 6,170,162 | 6,170,162 | 17,080,163 | 486.6 | 3,067,661 | 84.2 | |
Total | 3,510,000 | 20,590,163 | 17,080,163 | 9,416,698 |
Table 17
表17
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Group No.:D5
> Scenario 4:decrease target market by 14%(pessimistic)
> 情景4:目标 市场减少 14%(悲观)
Although,by decreasing the target market by 14%,still the project is profitable,it results in 23%fall in the total net payback in year five.We need to focus more on marketing mix strategy and promotions to keep our customers and benefit their life time.
尽管通过将目标市场减少 14%,该项目仍然盈利,但导致第五年的总净回报下降了 23%。我们需要更多地关注营销组合策略和促销,以留住我们的客户并让他们的ife时间受益。
Year | Total Investmen t | Total Earning | Net Cash Flow | Net Payback to-date | ROI to- date (%) | Discounted value for year RRR=15% | IRR to- date |
0 | 3,510.000 | -3,510.000 | -3,510.000 | -3,510,000 | |||
1 | 1,319,855 | 1,319,855 | -2,190,145 | -62.4 | 1,147,700 | -62.4 | |
2 | 2,639,756 | 2,639,756 | 449,611 | 12.8 | 1,996,035 | 7.5 | |
3 | 2,487,910 | 2,487,910 | 2,937,521 | 83.7 | 1,635,841 | 33.6 | |
4 | 3,317,204 | 3,317,204 | 6,254,725 | 178.2 | 1,896,622 | 48.8 | |
5 | 4,178,220 | 4,178,220 | 10,432,945 | 297.2 | 2,077,314 | 57.5 | |
Total | 3,510,000 | 13,942,945 | 10,432,945 | 5,243,512 |
Table 18
表18
The results of these scenarios are summarized in the below table:
下表总结了这些方案的结果:
Metric (5years) | Base | Scenario 1 | Scenario 2 | Scenario 3 | Scenario 4 |
Payback ($) | 12,781,160 | 10,350,156 | 12,594,643 | 17,080,163 | 10,432,945 |
ROI | 364.1% | 294.9% | 358.8% | 486.6% | 297.2% |
IRR | 67.3% | 45.5% | 66.1% | 84.2% | 57.5% |
Table 19
表19
It is clear that under different circumstances,the revenue of the project is expected to change.However,in the worse situation (scenario 1)the internal rate of return for project is calculated to be 45.5%which means even with 10%increase in direct material cost,the project is expected to be profitable and not only recovers all the investment cost but also can be money-maker.
很明显,在不同的情况下,该项目的收入预计会发生变化。然而,在最坏的情况下(情景 1),项目的内部收益率计算为 45.5%,这意味着即使直接材料成本增加 10%,该项目也有望盈利,而不仅仅是重新涵盖所有投资成本,但也可以是MoneY-Maker。
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8.Conclusion:
8.结论:
In this changing climate,it's difficult to regulate the temperature and circulate the air inside the pram.There are no quality products available in the market to address this issue or problem.Aeroclim being a virgin product in market,being its first type with no direct competitors,we can capitalise on a large market.The unique features which
在这种不断变化的气候中,婴儿车内的温度和空气循环是很困难的。市场上没有优质的产品可以解决这个问题。Aeroclim 是市场上的原生产品,是其第一个没有直接竞争对手的类型,我们可以利用一个庞大的市场。其独特功能
we think that can make Aeroclim success are as follows, Circulate fresh air into the pram
我们认为可以使Aeroclim成功的有以下几点,让新鲜空气循环到婴儿车里
Regulate the pram temperature in summer
在夏天调节婴儿车的温度
Self-charging method One time installation Need less care
Excellent after sales and customer service Competitive and affordable price
卓越的售后和客户服务有竞争力且实惠的价格
Suitable for any type of pram available in market
适用于市场上任何类型的婴儿车
With these distinct advantages we can start promoting our product and create awareness about Aeroclim.Child priority countries like Australia,would give attention and first preference to child comfort and safety factors.Handling the right method of marketing,Aeroclim can reach all the people.As we have outsourced all our components and service,we reduce the overhead cost which contributes to overall production cost by reducing it.Aeroclim being priced at $149.49 is a good deal for the customers to invest in for their children.Using right practices and good strategies, maintaining the quality of product and service we hope we can attain a huge success in market with AEROCLIM.
凭借这些独特的优势,我们可以开始推广我们的产品并提高对 Aeroclim 的认识.像澳大利亚这样的儿童优先国家会关注并优先考虑儿童的舒适度和安全因素。处理正确的营销方法,Aeroclim 可以接触到所有人。由于我们将 所有组件和服务外包,我们通过降低间接成本来降低间接成本,从而降低导致其他生产成本。Aeroclim售价 149 美元。49是客户为他们的孩子投资的好交易。通过正确的实践和良好的策略,保持产品和服务的质量,我们希望能与AEROCLIM一起在市场上取得巨大成功。
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ENGG 950 Innovation &Design Final Report
ENGG 950 创新与设计最终报告
Group No.: D5
UNIVERSITY OF WOLLONGONG
卧龙岗大学
9.References
9.参考资料
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事故研究与道路安全中心2011,Stateofthe Road:自行车安全情况说明书,事故研究与道路安全中心,2013 年 22 米拱,
<http://www.carrsq.qut.edu.au/publications/corporate/bicycle safety fs.pdf>.
<http://www.carrsq.qut.edu.au/publications/corporate/bicycle 安全 fs.pdf>。
Helmet Stickers:A good idea or not?2013,Bicycle Helmet Safety Institute,viewed 20 March 2013,
头盔贴纸:好主意与否?2013,自行车头盔安全研究所,vie星期三2013年 3 月20 日,
< http://www.helmets.org/stickers.htm >.
What is and how to use the Interactive Matrix,TRIZ40,viewed 28 March 2013,
什么是以及如何使用InteractiveMatrix,TRIZ40,2013年 3 月 28 日查看,
Mohan,A M 2009,Post-consumer recycle PET lifecycle,Image,Green package,viewed 23 April 2013
Mohan,A M 2009,消费后回收 PET 生命周期,图片,绿色包装,2013 年 4 月 23 日浏览
http://www.greenerpackage.com/sourcing recycled/fresh- cut salad gets 100 rpet clamshell.
http://www.greenerpackage.com/sourcing份回收/鲜切沙拉得到100rpet翻盖。
Life Cycle Assessment of the DATAGREEN cable,Image,Nexans,view 23 April 2013,
DATAGREEN 电缆的生命周期评估,图片,耐克森,查看23年 4 月20日 13,
http://www.nexans.com/eservice/Corporate-en/navigatepub 236352 21320/Cabling Insight 7.html.
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Australian Bureau of Statistics 2012,Births Australia 2011,Australian Bureau of Statistics, viewed 9 May 2013
澳大利亚统计局2012 年,澳大利亚出生 2011 年,澳大利亚统计局,2013 年 5 月9 日浏览
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http://www.abs.gov.au/ausstats/abs@.nsf/Latestproducts/3301.0Main%20Features32011?opendocument&tabname=Summarydprodno=3301.0Eissue=2011anum=&view=
Australian Competition G Consumer Commission 2007,The regulation of prams and strollers under trade practices Act 1974,Australian Competition &Consumer Commission,viewed 9 May 2013,
澳大利亚竞争G消费者委员会2007 年,根据 1974 年贸易行为法对公关和婴儿车的监管,澳大利亚竞争与消费者委员会,2013 年 5 月9 日查看,
http://www.productsafety.gov.au/content/item.phtml?itemld=974077anodeld=876502c1e402
8fc1a03e85ea7085145d&fn=Regulation%2520impact%2520statement%2520%25E2%2580%2594%2
8fc1a03e85ea7085145d&fn=监管%2520影响%2520statement%2520%25E2%2580%2594%2
520Prams%2520and%2520strollers.pdf
520 婴儿车%2520 和 %2520 婴儿车.pdf
NetMBA,The BCG Growth-Share Matrix,Accessed in 13/05/2013.
NetMBA,BCG 增长份额矩阵,201 年 5 月 13 日访问3.
http://www.netmba.com/strategy/matrix/bcg/
Johnson,G,Scholes,K&Whittington,R,2008.EXPLORING CORPORATE STRATEGY.8th ed. s.L.:Financial Times.
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Elements of Marketing Mix, http://kalyan-city.blogspot.com/2010/05/marketing-marketing- mix-4-ps-of.html
营销组合要素,http://kalyan-city.blogspot.com/2010/05/marketing-marketing-mix-4-ps-of.html
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