Beyer Helga, Hwang Hye-su Kang Yeorm, Poebl Isabella

Boiling ThermosProduct and Service Innovation – Final Presen-

tation

Problem Research & Definition

Various Options

Final Product and Specification

Business Model Marketing Mix - 4P

Potential Expansion

Table of Contents

Problem ResearchProblem Defini-

tionOptions Solution

Business Plan

FOCUS – Outdoor Activities

Hand warmer

Clothes

Air heater

Hot drinks

Thermos bot-tle

How to keep warm?

Problem ResearchProblem Defini-

tion

Inconvenience in thermos

Research on Thermos Problem Identification

Does not keep liquids long enough warm

Storage only one type of liquid

Often leaks (quality)

Weight and size

Hard to keep them clean

Options SolutionBusiness

Plan

Problem DefinitionProblem Defini-

tion

Problem Definition – with Mission and Objec-tives

•Does not keep liquids long enough hot & Storage only one type of liquid

Problem

•Func-tion: Provid-ing hot water everywhere at any time & possibility of 2 dif-ferent liquids

•Design: Light and convenient size

Goal

•Primary: Outdoor adventurer

•Secondary: Any other person

Target Mar-ket

Options SolutionBusiness

Plan

Option Analysis

Two Criteria in Option Analysis

Problem Defini-

tionOptions Solution

Business Plan

1. Types of Energy Source

2. Types of Divi-sion

• What kind of energy source are we going to use?

• Can be evaluated by - Weight, Price, size, and Chargeabil-

ity

When assuming same power !

• For flexibility of containing 2 liquids

• Vertical division? Horizontal Division?

• Heating Both? Or one side?

Option Analysis – 1. Energy

Problem Defini-

tion

Possible Options of Energy Source – for 1st prob-lem

Direct Methanol Fuel

cell (DMFC)

Solar cell Hand warmer

Double A’s Battery

Principal Chemical reaction by using liquid fuel

Physical process by converting light into electricity

Exothermic crystalliza-tion

Chemical re-action by mercury, lithium

Weight 40g + α 1g 50g 23g

Size 5x3x1cm 2 micron 13*9cm 5cm

Energy 40W/h 2.5Wh 51c - 24h 3.75Wh

Recharge-able?

O O O X

Evaluation Available Cost Matters Power Mat-ters

X

Options SolutionBusiness

Plan

Option Analysis – 1. Energy

Principle and application of DMFC

Problem Defini-

tionOptions Solution

Business Plan

Option Analysis – 1. Energy

Application of DMFC

Problem Defini-

tionOptions Solution

Objective : Heating 500ml water from 15ºc to 85ºc in 15min

Calculation

Feasible Solution

1. Needed calories 500ml * (85ºc-15ºc) = 35000cal = 35kcal 2. Needed power 35kcal = 0.24 * p * 60*60

p = 0.040kw = 40w3. Assume that it needs approximately 40w for 1h

5x3x1cm Battery 40whNeeds 40ml of methanol

4• 40wh of Power *

4• ¼ h = 15 min • 160ml of

Methanol

Business Plan

Series Connection

Option Analysis – 2. Di-vision

Problem Defini-

tionOptions Solution

Possible Options of Division - for 2nd problem

Type 1. Horizontal Divi-

sion

Type 2. Vertical division

Can prevent leaking better

Hard to use - Boiling - Drinking

Easy to use - Boiling - DrinkingEasy to clean up

Business Plan

Suggested Solution

• Flexibility

Ability to heat up water

Possibility to store several drinks

Prototype

Problem Defini-

tionOptions Solution

Business Plan

Suggested Solution

Portable Fuel cell

• It can be attached in the bottom of the thermos

• It can be detachable to save weight

Problem Defini-

tionOptions Solution

Business Plan

Suggested Solution

Can be refilled with methanol Recharged ev-erywhere

Fuel Cell

Problem Defini-

tionOptions Solution

Business Plan

Suggested Solution

Two containers, each 0.5 l

vacuum

+ Opportunity to heat only one con-tainer

+ Can bring dif-ferent drinks

Ability to store several drinks

Handles in order to easily pullthe container up

Problem Defini-

tionOptions Solution

Business Plan

+ Safety device and material for DMFC battery

Business ModelProblem Defini-

tionOptions Solution

Business Plan

Marketing Mix – 4P

Price

PlacePromo-

tion

• Relatively high compar-ing normal thermos

• Cost reduction by de-veloping technology is needed

Divided into 2 types of prod-uct

• Exclusive sporting goods -Big size : 800ml, 1L, 1.2L -Sportive color : Black, Silver• Low-priced public goods -Small size : 250ml, 300ml -Various color : Blue, Pink, Green

• Online/Offline• Sports retail shops /

Department Store / Complex online shop (Amazon, Action, ….)

• Sponsorship to famous TV pro-gram

Principal of Jungle. One day two nights, Documentary containing Himalaya Climbing

Product

According to research – 70% of thermos users are likely to buy it !

Business ModelProblem Defini-

tionOptions Solution

Business Plan

Potential Expansion

Substitution for normal ther-mos

• Possibility of becoming a necessity for outdoor activity • Continuous promotion is needed

Possible application of DMFC Battery

• Light, suitable for portable equipment which need energy density than longevity Perfect energy source for various kinds of sports equipment

• Can be applied for portable pots, portable electric fan (cooler for summer), portable heater, …….

• Also, solar energy also can be applied for outdoor activity equipment which don’t need much of energy, but need light weight and efficiency

Business ModelProblem Defini-

tionOptions Solution

Business Plan

Summary of changes made after presentation

• Pg. 14 – added some idea considering “safety matter” a stu-dent raised during Q&A

• Pg. 16 – removed a “possible expansion – military equipment” part considering a student’s pointing out and more research about Korean Army’s life

• Pg. 16 – added “further application of DMFC battery ; sports equipment” part, considering professor Bae’s comments, “ex-pend your solution to a large segment, not just narrowing down a solution specifically to your subject “

• pg, 16 – added a comment about possible application of solar energy to outdoor activity equipment, considering professor Bae’s comment

Thank you for your attention!