Executive Summary

The following proposal is to introduce a new product to the market in order to sustain

a competitive advantage between Boon.inc and its competitors. The sole purpose of this

project is to introduce a creative and innovative product concept that appeals to the market.

The proposed concept is focused on bringing a new parenting solution, by designing a

concept for babies and toddlers.

This project requires a survey to help the concept, identify weaknesses and how to

overcome them. The concept is put to comparison after selecting current tech technologies

that are in the market as a competitor. The proposed Name for the product is Nutrack Baby.

The target markets for this product are mid to high income parents. This proposed concept

will be designed developed and manufactured in a course of 5 years time period.

Executive Summary 1 1.0 Introduction 3

1.1 Problem Statement 3 1.2 Objective Statement 3 1.3 Competitor Analysis 4

2.0 Idea Generation 7 2.1 S.C.A.M.P.E.R 7 2.2 Attribute Listening 8

3.0 Product Concept and Description 10 3.1 Opening 10 3.2 Availability for purchase 12 3.4 Product Features 12 3.5 Frequency of Usage 13 3.6 Product Pricing 13 3.7 Technologies 13

4.0 Market Identification 14 4.1 Market segment 14 4.2 Target Market 14

5.0 Idea Evaluation 16 5.1 Force Field Analysis 16 5.2 S.W.O.T Analysis 19

6.0 Conclusion 20 7.0 Reference 21 8.0 Appendix 22

8.1 Product Poster 22 8.2 How it works 23

1.0 Introduction

Boon.inc specializes in designing innovative, Outside-The-Crib solutions for

modern parents. Focusing every aspect around innovative, truthful,and customer-centric

company process. Located in Chandler, Arizona, United States. Objective of the company is

to build hassle free, safe baby and toddler products to provide the parents hassle free

affordable products. Boon.inc was founded by Designer Rebecca Finell with her focus on

problem solving and ideas for parenting innovations. Boon team has set their design studio in

motion to continue tackling one parenting challenge after the other. To bring solutions with

quality, safety and affordability.

1.1 Problem Statement

Every parent faces difficulties when it comes to keeping track of the nutritions given

to their kids. According to WHO statements The first three years of a childs life are the

most crucial for a childs development, as the child grows rapidly than during this period.

Apart from this the next concern for parents are the growing issue of obesity in children aged

1-5 (Beststart.org, 2014). It is not an easy task to chart them on a growth chart. However,

there are many smartphone apps that helps this process, Although the frequently asked

question is how accurate is the information that a parent put in to a chart or a query of an app.

1.2 Objective Statement

The focus of the proposed product is to eradicate the issue of inaccurate tracking and

input methods of Nutritions, this product would help self track and keep the parents updated.

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Table of Contents

1.3 Competitor Analysis

1.3.1 Competitor Profile The following highlights the two competitors in the market that have the potential to

bring a product to challenge the proposed product while its in production phase or near future

after the product enters the market.

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Name: TellSpec Inc

Headquarters: 455 AvenueRd., Suite 300, Toronto, Ontario, Canada, M4V2J2

Founded to build a healthier world by empowering people to make informed food choices. TellSpec is a privately held Ontario corporation founded on February 1, 2013, headquartered in Toronto, Canada. Currently tell spec is their first product of its kind to hit the market.

Name: vessyl

Headquarters: United States

Started as a crowd fund project that spanned through seven years, Vessyl is registered under Mark One. The recent legal patient name. The Project is handled by 15 people, and the The vessyl is the first product they came up with and with its popularity it is planed to launch in early 2015. The second shipment is available for pre-order as advertised on the website. (myvessyl.2015)

1.3.2 Comparison of Products

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Vessyl TellSpec USD $199 Market Price USD $320

Product Physique

Vessyl Name Tell Spec

Low band spectrum scan Wire free charging 60 minutes for full charge 5-7 days Battery life Capacity 13oz. Vertical white Light Display Bluetooth 4.0 LE Android and iOS Tilt gesture to activate display Live update to smartphone

Functions

Infrared (900nm to 1700nm) Internal Lithium Battery Rechargeable via USB Point and hold to Scan Bluetooth 4.0 LE Android and iOS Live update to smartphone and web app

1.3.3 Uniqueness Vessyl and TellSpec are both designed to measure food content, Vessyl specializes in

beverages measures content through low band spectrum scan micro waves and updates a

smartphone app with the details and also with its unique display it can highlight whats in

side, example coffee or water(Myvessyl.com, 2015).

TellSpec uses infrared for its scaring purpose, on a less convenient way point and

holding it to the food plate. Most of all TellSpec is designed to measure food content not

beverages. Both products are unique in its own functions however, the user interface is fairly

same as both uses android and iOS platforms to interact with the user.

1.3.4 Limitations Vessyl cannot measure contents of hard substances and TellSpec lacks the capacity to

measure beverages. As for a food contents tracking both products have to fill in the gaps left

by the other. Only vessyl comes with volume measure.

1.3.3 Technology These products have the same functions, measuring the contents. Solids and liquids

require two different technologies Vessyl uses low band microwaves as its sensor because it

is fast and efficient and works well with the food calculation algorithms. Besides the

microwave sensors vessyl is equipped with volume measure functions a think line vertical

inside the vessyl acts as the volume sensor. Allowing the vessyl to learn the daily usage of

users preferences and forecast the units that a user has set for themselves. The long betray

life and wire free changing capability makes vessyl more convent.

TellSpec functions with infrared spectrum scan which takes a bit time to gather the

required in formation. This method is best for measuring solid contents. The battery used in

this product is basic Internal Lithium Battery rechargeable with USB.

Both products use Bluetooth 4.0 LE for connectivity, as both products have android

and iOS compatibility. However, TellSpec has and online Web App where users can update

their data and keep track of food content online and get expert opinion of their food

consumption.

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2.0 Idea Generation2.1 S.C.A.M.P.E.R

The SCAMPER technique is an idea generation technique, with seven (7) acronyms

simply objectified strategy for idea generation process. SCAMPER technique is there to

assist in the processes where it provides and efficient way to generate more ideas quickly,

keeping the task in focus. This technique is also used for design improvements. SCAMPER

simply stands for Substitute, Combine, Adapt, Magnify, Modify, Minify, Put to other use,

Eliminate, Elaborate, Reverse and Rearrange (Lim, Lim and profile, 2013).

This project requires a creative innovative product, therefore not all acronyms will be

used. This project only requires combination, adaptation, modification and Elaboration

(C.M.E)

2.1.1 Combine The products in comparison provides latests technologies with in the products. Both

of them have loop holes when it comes to proper function. However, as individual products

they fulfill the functions they were built for.

Today we have smartphone applications to help ease the process but the question on

most parents minds is how accurate is the information on the bottle labels and whats the

amount when the food is prepared with other ingredients.

Technologies from these productions combined can give us an all in one solution for

nutrition accurate toddler feeding solution. Combination of;

Bluetooth connectivity

Wireless Charging

Infrared Spectrum Scan

Low-band Microwaves

Volume meter

To make a user friendly product that would be an affordable parenting solution.

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2.1.2 Modify The products design and conventional shape needs to be redesigned to be suitable for

a toddlers eating solution. This products require three shape solutions, meaning a toddler

feeding solution can be achieved with three basic utensils. A bowl / Deep plate, a toddler

friendly cup and a squeeze bottle for parents convenience. The vessyl is in a convenient shape

although toddlers require more grip there for it can be shaped after a conventional toddler

tumbler and the Plate / Bowl can be modeled after spill free bowl shape which would

provide the required thickness of the bowl to be placed with the infrared spectrum scan and

volume meter. All three products should be molded with soft latex plastic to these products

most hygiene and quality.

2.1.3 Eliminate The build of the two products are pretty solid and to give its quality, how ever this

product does not require the hard materials as the materials would not be toddler friendly. The

indicator display in vessyl would be redundant to put in these products as true purpose of this

product is keeping track of nutritions fed to the toddler, and with these eliminations the

product would be more affordable.

2.2 Attribute Listening

2.2.1 Illustration of Attribute Listening The following table shows the aspects of the product in a combinable manner to give

a solid idea of how the products would emerge. (Mindtools.com, 2014)

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Power Supply Material Sizes Styles

Lithium-ion Battery Plastic Small Easy grip

lithium polymer battery Latex Rubber Medium Rich Texture

Removable for Charging Non-toxic Silica Large Smooth Surface

Built in Octagonal edges

Wire free Charging

2.2.2 Interesting Combinations might be; The three combinations gives an idea of what the build quality of the product can be.

2.2.3 Evaluation From the combinations it is easy to decide on the size, texture, power supply and

build material. The Fist combination of Wire-free Charging, Latex Rubber, Medium size and

Easy grip, seems like the best combination for a baby / toddler solution.

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No. Power Supply Material Sizes Styles

1 Wire free Charging Latex Rubber Medium Easy grip

2lithium polymer battery

Wired ChargingNon-toxic Silica Small Rich Texture

3 Removable for Charging Plastic Large Smooth Surface

Choice Justificaition

Wire free Charging

Having a frequently used product with wired charging just makes it a hassle, the whole purpose is to make this a solution not another problem. Seamless wireless charging can ease the minds of the users as it will charge it self when placed on the holder.

Latex RubberThis material is hygienic and easy to clean and oily substance do not stick to the surface, the rubber fact makes this product naturally water resistant.

Medium Built

Making product small will only make the life span of the product shorter when it comes to babies and toddlers. The medium built would provide enough space for increase of volume up until a toddler reaches age of 5

Easy grip

This is an important property as Toddlers have a tendency to copy actions from adults. Would prefer to try to eat or drink by them selfs. Makes the product slip free and easy to grab on for toddlers.

3.0 Product Concept and Description3.1 Opening

This section focuses on the product appearance and components proposed with the

design ideas. The proposed name for the product is Nutrack, part of set product with two

utensils Nutrack Bowl and Nutrack Sippy

3.1.1 Nutrack Bowl

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3.1.2 Nutrack Sippy

Both Nutrack Bowl and Sippy has the same build and

with the same components. These two products are pretty

much a toddlers feeding required utensils. As the

purpose of the product is to track Nutritions these both

products will keep track of every bit of food given to toddlers.

Additional components for this product, which comes with the

package is a wireless charging dock. The user may leave the

bowl or sippy on the dock and it will change it self and send

indication notification to the smart phone.

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3.2 Availability for purchase The product is built for affordability and this product is most suitable for parents with

knowledge of smart phones and applications. A product like this is most suitable for USA,

UK, Germany, France, The Middle East (Dubai, Qatar, Oman, Lebenon, etc), and South East

Asia ( Malaysia, Thailand, Singapore). The target Countries for the product Launch are UK,

Dubai and Malaysia, which will cover the regional country supply chains. This product will

not be vended to individual consumers directly. The idea is to set target markets of regions

and ship in bulk for the baby and toddler product vendors. The advantage of the specify

countries are:

1-Example Dubai is one of the largest consumer product exporters in the region. The

product will be a good placement in countries with good living standards and Dubai is one

good example along with UK and Malaysia.

2-The people of theses specific countries are more prone to new technology and

consumers has the interest for trying new products.

3-Standards of health awareness, this is a major reason that this product would work

with in these regions people who are looking for a new and easy way to keep track of their

nutritions, this toddlers version would be a big solution for most parents.

3.4 Product Features The table bellow describes the functionality of the product and its relevance to usage.

Refer to Appendix for a full description of how it works

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Features Pourpose Usage

Bluetooth Conectivity

To connect to the designated Smart Phone

To send data from the product to the application for data calculations

Live Updates Informing users of necessary informations.

To make and informed decision when it comes to shopping food for the toddler. or what to prepare for next meal.

Self tracking Hassle free data arrangements. For the user to see the results, without having to plot them by themselves on a paper or a smart phone application.

Nutrition Forecasting

Comparison of toddlers nutrition targets for future.

Giving the user a clear view on how to plan the meals if needed improvements in the nutritions, or decrease any ingredients.

3.5 Frequency of UsageThis products, basic functions to be a feeding solution for toddlers. Therefore the

frequency of the product is minimum 4-6 times on a daily basis. As this product is built with

durable materials multiple washing wont effect the product at all. The battery life being

minimum 5-7 days on a single charge, the parents would not feel any difference than a

normal Tupperware.

3.6 Product PricingThe product is build to be accessible for as many parents as possible. The price for the

product can be placed bellow the range of competitive technology already in the market. The

accumulated total package retail price is USD $149 for Sippy cup , Bowl and Wireless

Charger. Single product can be sold separately with the charger for $80. These Pricing ideas

where derived after comparing the prices of key components for the products. As the products

needs the lowest price possible to make it affordable. As normal sippy cups can cost at most

$30 and toddler plats at $20.

3.7 TechnologiesThis product was derived from the idea of a smart cup that can tell the difference from

Coca-cola to Pepsi. For this kind of technology to exist today and not many people thinks of

using these technologies like microwave sensors and infrared sensors to create products that

improves day to day life.

These two sensors are already tested and works perfectly in both the competitive

products therefore these type of sensors are the best suitable for this product. The Unique

property of these sensors are that they measure the contents in a molecular level to calculate

the contents and its ingredients. Both sensors communicate between each other to make the

most accurate compression to plot the results on a chart or display them on a table. The

Bluetooth connectivity is there only for fast data transfer between users smart phone. or

tablet.

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4.0 Market Identification4.1 Market segment

The market segment is derived from a concentrations strategy, Where a firm decides

to serve one of several potential segments of the market (Weinstein, 2004). This product is

an excellent choice for all parents with a toddler, this product provides all the information

needed for the parent about their toddlers nutritions. Every parent with the interest for

keeping track of the toddlers nutrition intake is a potential consumer for this specific

products. Most parents waste money on daily tracking applications, and these applications

requires lost of input form the users and intern it becomes a big hassle while trying to prepare

the food or feed the toddler. Nutrack Products doest all the data gathering in the background

and provides the information in simple charts and tables for the parents convenience. This

product would be a solution for any parent looking to let go of these hassles.

4.2 Target Market

4.2.1Demographic

4.2.2 Psychographic This product sets a different tone when it comes to toddler feeding solution compared

to ones we have today. Parents who are achievers, a personalty for having the best products

for their kids, these type of parents are mots likely to be the focused markets. Well provided

with house hold items, strives to find the best possible technologies out there for them to

improve life style. Participate in Parenting solution forums and get their ideas out for

interested personals and from Customers perspective, gives feed back and most like to have

Brand Loyalty.

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Characteristic Target

Gender Not Gender specific

Age Group 06 months to 03 years

Purchasing Power Medium to High income Parents

Occupation Non-specific to occupation

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5.0 Idea Evaluation5.1 Force Field Analysis

This method is for Listing Discussing and Evaluating different types of forces,

Driving forces and Restraining forces against a proposed issue. (Iowa State University, 2014).

5.1.1 Forcefield Matrix (Before) Format derived from (Holland, 2007).

5.1.2 Break down and Explanation

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EXPLANATIONS

DRIVING FACTORS RESTRICTIVE FACTOS

1. Unique Product: This product is one of its kind, many parents require a product like this to take away the hassle in jotting down nutritions on a chart.

1. Price: For a technologically improved feeding utensils the price is reasonable however compared to the normal utensils available $150 price tag is almost 10 times the price of basic products.

2. Durability: The materials used in these products are to make the product water proof and long lasting.

2. Single product approach: These two products are a fixed product for its price and some parents like to have more than just one cup to feed their toddlers.

5.1.4 Recommendations for Improvements

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DRIVING FACTORS RESTRICTIVE FACTOS

3. Battery Life: This product has a high capacity Lithium-ion Polymer Battery one of the long lasting types of batteries available. Due to less consumption of energy since no bright screens jus few sensors and a bluetooth connection makes the battery life last up to 5-7 days.

3. Built in Battery: This feature of the product is a drawback, as if there where any technical issues with the battery, it cannot be replaced easy. Only at an authorized service center can replace the battery and do required repairs.

4. Design: The Sippy cup is a perfect design for toddlers, the big round handle helps as a good grip for the toddler and it is detachable and easy to clean.

4 Lack of temperature sensor: Measuring temperature is an important feature specially in toddler products. Unfortunately this products lacks this feature.

Areas for Improvements

Enhansing Driving Factos

1. This product can be the beginning of the long searched solution for nutritions calculations, and create a version for more younger ones and Premise as these babies require more attention when giving them food.

2. The Durability of this product is pretty sturdy. Yet there could be encasements of the outer layer of rubber coating, make this product heat endurance and a microwave friendly.

3. Battery is a long lasting battery and the polymer lithium-ion makes it a durable battery , Yet there is new battery technologies to come and a faster recharging battery would be an improvement.

Reducing Restrictive Factors

1. The price factor could be tacked with introducing a scaled down version with less battery capacity and introduce a bit cheaper material.

2. The Single product would be one of the big drawbacks as parents use more than one bottle or bowl, making a silicon cover that fits general shapes of products with the sensors in the silicon compound. That would change the approach of the current product to a more versatile and market flexible product.

3. A temperature sensor capability is a must in children products. As it may be too hot or too cold for the kids.

5.1.5 Force Field Matrix (After)

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5.2 S.W.O.T Analysis

5.2.1 S.W.O.T. Matrix

Source : (Myran, 2003, p.20)

5.2.2. Recommendations for Improvements AREAS FOR IMPROVEMENTS

1. Provide a good warranty scheme with free repairs, as the product is advertised for its durability.

2. Improve the same technology with a Flexible cover based sensor solution to fit general bowl and sippy cups.

3. Introduce a variety of skins or different designs for the products rather than a flat color and plastic look.

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STREANGTH WEAKNESS

First of its kind to provide a full scale nutrition calculation and forecasting.

Minimum 5-7 Run time after a 60minute full charge.

Materials used are durable and makes the products very sturdy and long lasting.

The sensors and Durable materials are still new to market and it is relatively expensive.

Product suitability depends on parents with enough knowledge how important it is to get nutrition details.

May take more time than 5 years to be in mass production.

OPPORTIUNITIES THREATS

A brand new solution that would enter the toddlers solutions market.

No competitors directly making any products remotely close to this.

Wont take too long for competitive knock offs to hit the market once the product launches.

A cover based sensor food tracker if produced this product line would be redundant.

6.0 Conclusion

The proposed product is feasible at the time of writing, while the project gets

advanced in to production and manufacturing, currently available technology would loose its

value and this product would be more effective when entering the market.

With this product being produced and it is hoped that people will get more educated

on how important it is for kids today to maintain their nutritions intake. As per WHO 2003

one in every 7 children either overweight or obese, by a survey conducted on northern region.

The Idea evaluation highlighted some of the weakness of the product and showed

places for improvements and, by sharing this idea with some known parents, all agree that

this is a much needed product for the future babies, specially the Premature babies. As

technology improves this product would take a leap forward in bringing batter solution for

babies and Toddlers.

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Word Count 2,197

7.0 Reference

Weinstein, A. (2004). Handbook of Market Segmentation: Strategic Targeting for Business

and Technology Firms (Third Ed): Routledge, 2013

Holland, J. (2007). Tools for institutional, political, and social analysis of policy reform.

Washington, DC: World Bank Publications, 2007

Myran, G. (2003). Leadership strategies for community college executives. USA,Washington,

D.C.: Community College Press.

Lim, D., Lim, D. and profile, V. (2013). Design Journal SOS: What is S.C.A.M.P.E.R..

[online] Designjournalsos.blogspot.com. Available at: http://designjournalsos.blogspot.com/

2013/01/what-is-scamper.html

[Accessed 1 Feb. 2015].

Myvessyl.com, (2015). Vessyl. [online] Available at: https://www.myvessyl.com/design

[Accessed 13 Jan. 2015].

Tellspec.com, (2015). TellSpec | HowItWorks. [online] Available at: http://tellspec.com/

howitworks/

[Accessed 13 Jan. 2015].

Mindtools.com, (2014). Attribute Listing, Morphological Analysis and Matrix Analysis: Tools

for Creating New Products and Services. [online] Available at: http://www.mindtools.com/

pages/article/newCT_03.htm

[Accessed 18 Jan. 2015].

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8.0 Appendix8.1 Product Poster

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8.2 How it worksThis product is based on two products that

uses sensors to filter its content and get the

necessary data it requires. The sensors are very

small and placed in between the rubber layer and

the inner layer which is tempered crystal with

nonstick coating. The outer cover latex rubber

gives it the durability shock absorbent and soft on

the out side. The toddlers wont feel new to the

touch of these products, it would feel as the most

of rubber toys. This makes these products water

proof and easy to wash.

The mobile Application acts as an

intermediary, the Cup and Bowl are

peripheral that collects on time data. The

smart phone app is enabled by pressing a

begin button after the food is placed in the

bowl or a drink is pored in to the cup. The

a p p l i c a t i o n t r a c k s a n d

c a l c u l a t e s t h e

nutritions and provide the parent with ample information on how

the progress of the nutritions are, if there is requirement of more

nutritions it will alert the parents with suggestive food options. As

the parents use the product frequently the application learns the

pattern and frequent foods to make informed decisions when

calculating data.

The requirement from the parents would be to fill in the

details of the baby. Like baby weight, hight and age. These

information will help the application to come up with batter

forecast. The data is available on a web based application as well

however, the latest versions exist for only Android and iOSX.

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