Executive Summary
Over the last generation, they have grown to be bigger, stronger and faster. They fill the world quicker than anyone had imagined. They had lived a longer and healthier life. They are – the cars. It is said by the Department of Transportation that the vehicle population in the United States had grown six times faster than the human population. According to David G. Van Sickle, a American Automobile Association’s spokesman, “If you believe what the auto manufacturers are telling us, there’ll be a car in every household that can afford it, for every purpose” (Wald, 1997).
And we couldn’t deny that the number of cars is affecting the air quality nowadays. That is why the objective is to develop a product that is so innovative, it can satisfy customer’s need as well as improving the environment for Mother Nature. There would be problem statements, competitor analysis, idea generation and many steps that are implemented to produce the product.
Table of Contents
EXECUTIVE SUMMARY...1
TABLE OF CONTENTS...2
1.0 INTRODUCTION...4
1.1 OBJECTIVE STATEMENT...4
2.0 PROBLEM STATEMENT...5
3.0 COMPETITOR ANALYSIS...7
3.1 COMPETITORS’ PROFILE...7
3.2 PRODUCT COMPARISON...8
3.3 UNIQUENESS...9
3.4 LIMITATION...9
3.5 TECHNOLOGY...9
4.0 IDEA GENERATION...10
4.1 FORCE FITTING TRIGGER...10
4.1.1 Illustration...10
4.1.2 Combinations...10
4.1.3 Evaluation...11
4.2 MIND MAPPING...12
4.2.1 Illustration...12
4.2.2 Combinations...13
4.2.3 Evaluation...13
5.0 PRODUCT CONCEPT DESCRIPTION...14
5.1 PRODUCT ILLUSTRATION...14
5.1.1 Full view...14
5.1.2 Outer blades...15
7.0 IDEA EVALUATION...19
7.1 STICKING DOTS ANALYSIS...19
7.1.1 Illustration...19
7.1.2 Results...20
7.1.3 Analysis...20
7.2 S.W.O.T ANALYSIS...21
7.2.1 Illustration...21
7.2.2 Recommendations for improvements...21
8.0 CONCLUSION...22
9.0 REFERENCES...23
1.0 Introduction
GoFilter is an eco-company that produces products that helps saving the environment from air pollution. The Petaling Jaya-based company produces mainly commercial vehicle exhaust filters.
GoFilter started off its track when the founder of GoFilter, Na Jun Hao found that the air in Malaysia is not that good especially in big cities such as Kuala Lumpur. And then one day he came to a product from United States that can help overcome the air pollution problem but it cost around $ 200 for that particular item. It is quite costly for most of the Malaysian and if he wants to implement it in Malaysia, he had to create something cheaper and efficient.
GoFilter is considered as one of the first company in Malaysia that produces the “GoFilter vehicle exhaust filter”. The first market opportunity for designing exhaust filter on a commercial basis began when the air pollution in Malaysia is deteriorating as the time goes by.
2.0 Problem Statement
Air pollution has been a serious problem facing our country for the past few years. The terminology of “haze and non-haze” periods was used to determine the atmospheric status of the environment in highly developed cities such as Klang Valley.
During the non-haze periods, in urban areas, especially during peak hours, it is stated that more than 70% of the total emissions of the city are coming from vehicles (Awang MB, 2000). What do the vehicle produces? Carbon dioxide (CO2) is produced during the procedure of burning fossil fuels.
The growth in income level of the Malaysians as well as the number of vehicles they own is what leads to the increasing amount of carbon dioxide (CO2) for the past few years (Mohamad Idham Md Razak, 2013). Below is the chart for the increasing levels for carbon dioxide emissions in Malaysia.
Figure 1: Carbon emission Index in Malaysia (Yearly)
Source from: http://www.ijhssnet.com/journals/Vol_3_No_13_July_2013/20.pdf
In order to overcome this, instead of urging Malaysians to stop buying cars, it is more feasible to solve the carbon emissions from vehicles. That is why vehicle exhaust filters are introduced. Exhaust filters are used to filter the toxic emissions
from vehicles. The vehicle will still continue to produce carbon emissions, but in a less toxic way.
It is also believed that titanium dioxide (used in sunscreen or food coloring) is able to absorb toxic emissions from vehicle. According to BBC news, Prof Tony Ryan and Prof Simon Armitage came up with an idea to help cut disease as well as save lives by “sucking” poisonous particles from the air. Both of them first coated a 10m by 20m poster with titanium dioxide and then hang it up to a building. Result shows that it can absorb the toxic emission from roughly 20 cars daily (Westcott, 2014).
That is why by implementing both vehicle exhaust filters and the pollution-eating titanium dioxide into a new product, the level of air pollution in Malaysia would be decreased drastically.
3.0 Competitor Analysis
3.1 Competitors’ Profile
Available at: http://www.ecooptimized.com/
Name: Sabertec L.L.C.
Headquarters: Austin, Texas
Sabertec L.L.C. is a company that solves environmental encounters, mainly reducing the emissions of both diesel and gasoline engines by using the technology from Brazil that was formerly called “PROAR” (Anon., n.d.). Sabertec was founded in 2005 during the spring season and had its base in Austin, Texas. Sabertec aims to provide emission solutions that are able to apply within a wide range of operating conditions effectively (Anon., 2014).
Available at: http://www.flowmastermufflers.com/
Name: Flowmaster, Inc.
Headquarters: Santa Rosa, United States
Founded 30 years ago, Flowmaster® is well-known as a manufacturer of performance exhaust systems, mufflers, exhaust kits, racing mufflers, stainless steel mufflers, exhaust accessories and tips for vehicles. Having its base in Santa Rosa, Flowmaster® continues its legacy in embracing new automotive technologies (Anon., 2013).
3.2 Product Comparison
Sabertec L.L.C Differences Flowmaster, Inc.
BLADE Product Name Flowmaster® Part #:
2010004
Product Picture
2 types (Silver and Black) Color choice 1 type (Silver) Reduces emissions
Improves fuel economy Increases gas mileage Filters particulate material
(soot)
Advantages Reduces emissions Reduces the toxic
percentage in exhaust gases 10,000 to 20,000 miles
depending on the age of the vehicle
Lifeline 25,000 miles
Patented bobbin and cartridge technology
Technology Wash coat
application
Stainless Steel Material Stainless Steel
Around RM 800.00 Price Around RM 750.00
The table above shows the comparison between the BLADE from Sabertec L.L.C and also the Flowmaster® Part #: 2010004 from the Flowmaster, Inc.
3.3 Uniqueness
In the design point of view, BLADE has a better design if compared with Flowmaster® Part #: 2010004. BLADE has a more modern design way whereas Flowmaster® Part #: 201004 the other way around.
Both are able to reduce the toxic emissions from vehicles but what makes BLADE better is that it is able to improves fuel economy as well as increase gas mileage which Flowmaster® Part #: 201004 are not capable of. But still Flowmaster® Part #:201004 has a better lifeline and also a cheaper price if compared to BLADE.
3.4 Limitation
The only limitation that exists between both of these products is that it is too costly. The price of both products can be only afforded by some consumers but not all. This would greatly affect the existence of these products in the market.
Besides that, the Flowmaster® Part #:201004 don’t have filters that filter particulate materials (soot). This would be the greatest limitation for it and therefore the efficiency in reducing toxic emissions would be greatly affected.
3.5 Technology
Both products are able to reduce emissions from the exhaust and both of them did it greatly. But what differs them is the technologies they used.
For BLADE, it reduces emissions of particulate material (soot) by physically captures them and remove them from the exhaust stream using their patented bobbin and cartridge technology. It also improves fuel economy by decreasing the duration of the “cold start” operations of your car.
As for Flowmaster® Part #: 201004, it uses the wash coat application technology as their emission reducing method. A wash coat is a catalytic material carrier and is widely used for dispersing materials over a large surface area (Anon., 2014).
4.0 Idea Generation
Generally, idea generation is known as the process of generating concept and bringing them to the real world (Anon., 2015). The idea generation techniques being chosen are: the force fitting trigger as well as the mind mapping.
4.1 Force fitting trigger
4.1.1 Illustration
Hard Gas Round
Heat resistance Pollution Cylinder
Corrosion resistance Factory Cleaning
Shiny Poisonous Washing machine
Durable Formless Titanium
4.1.2 Combinations
1. Corrosion resistance + Pollution + Cylinder 2. Hard + Formless + Round
3. Heat resistance + Gas + Cleaning 4. Shiny + Factory + Washing machine 5. Durable + Poisonous + Titanium
4.1.3 Evaluation
3. Heat resistance + Gas + Cleaning
Combination 3 will be chosen as the concept of the product because it has many related attributes as a car filter. Heat resistance is a must because the product will deal
with the high temperature inside the exhaust. On top of that, as the concept is to reduce toxic emission, gas and cleaning would be suitable in this.
4.2 Mind mapping
Mind mapping is a technique that is done by mapping your thoughts into graphical design. It helps to build up memory as well as stimulating creativity (Kenyon, 2002).
4.2.2 Combinations
No. Frame material Filter material Filter type Technology
1 Iron Iron coated with
titanium dioxide
Sponge Increase fuel economy
2 Titanium Titanium coated with
titanium dioxide
Blades Filter emission 3 Stainless steel Steel coated with
titanium dioxide
Sponge Reduce emission
4 Iron Iron coated with
titanium dioxide
Sand Increase mileage
5 Titanium Steel coated with
titanium dioxide
Blades Increase fuel economy
4.2.3 Evaluation
The chosen combination would be the 2nd combination, which is:
No. Frame material Filter material Filter type Technology
2 Titanium Titanium coated with
titanium dioxide
Blades Filter emission
The reason why is because Titanium is a very strong material which is three times stronger than iron and stainless steel. Titanium is corrosion free which iron is not. Furthermore, the filter material is suitable for reducing emission as titanium dioxide acts as a compound that absorbs toxic emission. Blades are chosen for the filter type because sand and sponge is not efficient enough in filtering gases unless we’re talking about liquids. Last but not least, the filter emission technology is what makes the
5.0 Product Concept Description
The proposed product is called the “GoFilter” which tallies with the company name. Basically what “GoFilter” does it that it filters the toxicity of the vehicle emissions. Below is the design of the product.
5.1 Product Illustration
5.1.1 Full view
Titanium frame
Inner blades
5.1.2 Outer blades
5.2 Product Analysis
5.2.1 Availability for purchase
The product will mainly focus on the Malaysia market. And these are the places where it will be marketed.
o Car accessory shops
o Hypermarkets in Malaysia for example Aeon Big, Jusco, Giant and etc. o Car service centres
5.2.2 Features
The features of the product are mainly as follows.
1. Titanium frame
o The frame is made of titanium which is corrosion free as well as high in heat resistance.
o Also, titanium can be obtained easily which makes the price of production to be low and economical.
2. Titanium filter blades
o Powered by vehicle’s battery.
o There are two (2) types of blade in the filter (outer & inner blades). o Both blades are coated with titanium dioxide.
3. Outer filter blade
o Made up of 60 titanium blades linking each other o Coated with titanium dioxide
o For large emission particles
4. Inner filter blade
o Made up of 25 titanium blades linking closer to each other o Coated with titanium dioxide
o For smaller emission particles
5. Titanium compound
o According to research, titanium dioxide is able to absorb toxic emissions from cars effectively.
5.2.3 Function
The functionalities of the product are mainly as follows.
5.2.4 Frequency of usage
The usage frequency of the proposed product is determined by the number of time the vehicle is used. If the consumer uses the vehicle daily, the usage frequency would be daily and etc.
5.2.5 Product price
The price of the proposed product would be roughly around RM 300 – RM 350. As compared to the competitor’s price which is RM 800 and RM 750, the price is very economical to be sold in Malaysia.
In the future if the product is widely used, the company will have collaborations with local car manufacturers such as Proton or Perodua to include the product into the manufacturing process. The price of the product hence will be lower depending on the amount bought.
5.2.6 Technologies used
The technology used by the product is mainly on the filter blades. Once the
Filter vehicle emissions
Reduce vehicle emissions
Increase fuel economy
6.0 Market Identification
6.1 Market Segment
The targeted market segment would be any individual who owns a vehicle. As the product is related to vehicles, this would be the right market segment to focus on.
6.2 Demography
Gender - Does not specify on genders
Age group - Above 22 years old
The age above is targeted because this would be the age of working adults who might own a vehicle and are able to pay for the price.
Vehicle type - Every vehicle except motorcycle
This is because the exhaust of a motorcycle is too small for the product to fit it.
Price - RM 300 to RM 350
The proposed price is very reasonable for an exhaust filter if compared to overseas and mostly working adults can afford it.
Occupation - Working adults - Retired adults
7.0 Idea Evaluation
7.1 Sticking dots analysis
7.1.1 Illustration
Name GoFilter BLADE Flowmaster® Part
#: 2010004 Image Design Feature Uniqueness Technology Price Legend:
Points given Description Excellent
Great
Moderate
Poor
7.1.2 Results
GoFilter 19
BLADE 17
Flowmaster® Part #: 2010004 14
7.1.3 Analysis
As GoFilter is an economical exhaust filter, the design of it should not be too fancy or else the production cost will be higher. That is why in the Design part, BLADE gets more point. However, GoFilter is still receiving higher points than the Flowmaster® Part #: 2010004 due to the modern design of GoFilter.
As for the Feature part, GoFilter has the highest point as it has more efficient features compared to the two other competitors. The titanium dioxide used in the filter blades in GoFilter is one of the unique features in it. And that is why GoFilter has the same point as BLADE in the Uniqueness part. Meanwhile, Flowmaster® Part #: 2010004 didn’t score very well in these two.
Technology is the area of study where GoFilter loses to both of its competitors because as GoFilter is a new company, it is still lacking of experience if compared to both of the company.
Last but not least, in the Price part, GoFilter certainly wins over both of its competitor. This is due to the price consumer had to pay for the functions GoFilter provides. The price of GoFilter is very reasonable for any working adults.
7.2 S.W.O.T Analysis
7.2.1 Illustration
Strength Weaknesses
o Works on most of the vehicles o Reasonable price for the functions
provided
o First ever commercial exhaust filter in Malaysia
o No age restriction
o Not suitable for those who owns a motorcycle
o Product may not fit into the exhaust
o Filter had to be changed frequently if old vehicle is used (old vehicle produces more emissions)
Opportunity Threats
o No similar products available in the market yet
o Possible partnership with local car manufacturers to boost up the product
o Able to venture to other moderate developed country
o Hybrid car being introduced to the market
o People have very little
information about this product o Stereotypes of not to spend so much money of such a simple thing
7.2.2 Recommendations for improvements
Recommendations
1. Implement free size filters in order to fit in various exhausts in the future.
8.0 Conclusion
It is to believe that the proposed product will be able to be introduced to the market within a year time. This is due to the decreasing of the quality of the air we breathe in. In 2013, almost half of the carbon monoxide and nitrogen oxides that emitted into the air were contributed by transportation (Anon., 2014).
With the help of the idea generation technique, it is very easy to come up with a brand new innovative product. Every features of the product can be stated clearly using the techniques provided.
The final product generated would be a commercial vehicle exhaust filter. The material for the filter frame will be the titanium for its durable, corrosion free and high heat resistance attributes. The type of filter that is used will be the blade filters whereby the material used will be titanium also. Not to forget the titanium dioxide coating the filter blades.
In order to let the proposed product improve, surveys had been conducted in order to get responds from the consumers and the feedbacks are the essence of improving it.
9.0 References
1. Anon., 2013. Flowmaster. [Online]
Available at: http://www.flowmastermufflers.com/?page_id=13 [Accessed 15 May 2015].
2. Anon., 2014. Catalyst Washing. [Online]
Available at: http://www.catalystwashing.com/washcoat.html [Accessed 15 May 2015].
3. Anon., 2014. Sabertec. [Online]
Available at: http://www.ecooptimized.com/ [Accessed 13 May 2015].
4. Anon., 2014. UCSUSA. [Online]
Available at: http://www.ucsusa.org/clean_vehicles/why-clean-cars/air-pollution-and-health/cars-trucks-air-pollution.html#.VVs8aLmqpBc [Accessed 17 May 2015].
5. Anon., 2015. OptimizationGroup. [Online]
Available at: http://www.optimizationgroup.com/solutions/idea-generation-optimization/
[Accessed 16 May 2015]. 6. Anon., n.d. Linkedin. [Online]
Available at: https://www.linkedin.com/company/sabertec-llc [Accessed 13 May 2015].
7. Awang MB, J. A. A. A. I. M. H. M. A. R. J. S. N. H., 2000. PubMed. [Online] Available at: http://www.ncbi.nlm.nih.gov/pubmed/10894109
10. Mohamad Idham Md Razak, P. D. H. I. A. D. I. B. A. H. T. Z. I., 2013. Economics of Air Pollution in Malaysia. International Journal of Humanities
and Social Science, 3(13), pp. 173-177.
11. Wald, M. L., 1997. The New York Times. [Online]
Available at: http://www.nytimes.com/1997/09/21/us/number-of-cars-is-growing-faster-than-human-population.html
[Accessed 12 May 2015].
12. Westcott, R., 2014. BBC News. [Online]
Available at: http://www.bbc.com/news/science-environment-27425217 [Accessed 17 May 2015].
