brinkman lab product portfolio development...
TRANSCRIPT
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Brinkman Lab Product Portfolio Development Project
Project 04017Preliminary Design Review
February 20, 2004
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Team Members
Mechanical Engineers:
•Travis Fisher •Matt Lampe•Justin Reilly
Industrial Engineers:
•Elizabeth Carter•Burcak GucluLead Engineer
•Ryan Hastrich Manager
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Project Description•Statement of Work
•Design a portfolio of 3 – 5 products
•Manufacture in Brinkman Lab
•Sell on Campus
•Complete Documentation
•By Commencement 2004
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Project Management
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• Capabilities & Constraints• Concept Development• Survey Data• Concept Selection• Detailed Product Design• Business Analysis
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Capabilities and Constraints
• Injection Mold Machine
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Capabilities and Constraints
• EDM
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Capabilities and Constraints
• Bridgeport Mill
• Hardinge Lathe
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Capabilities and Constraints
• Hardinge Mill
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Capabilities and Constraints• Hardinge Lathe
•Mazak Lathe (live tooling)
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• Capabilities & Constraints• Concept Development• Survey Data• Concept Selection• Detailed Product Design• Business Analysis
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Concept Development
• Book Ends • Card Holders
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Concept Development
• Others
• Bottle Opener
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• Patent Issues• Manufacturing issues
Concept Development
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• Finite Element AnalysisEngineering Models
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• Capabilities & Constraints• Concept Development• Survey Data• Concept Selection• Detailed Product Design• Business Analysis
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1st Survey DataProducts interested in buying
45%
14%
26%
15%
Magnets
Bottle opener key chain
Picture Frame
Key Chain
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1st Survey DataProducts they want as a gift or they would buy themselves
20%
37%
18%
9%16%
Business Card Holder
Picture Frame
Plexiglas Diploma Frame
Desk Clock
Book ends
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2nd Survey Data"Want as a Graduationg Gift"
30%
18%27%
10%
8%
7%
Diploma Frame
Picture FrameDesk Clock
Card Holder
Bookends
No Reply
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• Capabilities & Constraints• Concept Development• Survey Data• Concept Selection• Detailed Product Design• Business Analysis
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Concept SelectionAttribute Importance Matrix
Manufacturing Ease
Estimated Sales Volum
e
Sufficient Skills
Sufficient Num
ber of People
Aesthetics
Survey Data Support
Estimated Sales - C
ost Ratio
Row
Total
Colum
n Total
Row
+ Colum
n
Relative W
eights
Manufacturing Ease ↑ ← ← ↑ ↑ ↑ 2.0 0.0 2.0 0.10Estimated Sales Volume ← ← ↑ 3.0 1.0 4.0 0.19
Sufficient Skills ← ↑ ↑ ↑ 1.0 0.0 1.0 0.05Sufficient Number of People ↑ ↑ ↑ 0.0 0.0 0.0 0.00
Aesthetics ↑ 0.5 3.5 4.0 0.19Survey Data Support ↑ 0.0 4.0 4.0 0.19
Estimated Sales - Cost Ratio 0.0 6.0 6.0 0.29
Column Total 0.0 1.0 0.0 0.0 3.5 4.0 6.0 21.0
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Concept Selection
Attribute FactorBusiness
Card Holder
Business Card
HolderPen Holder Desk Clock
Picture Frame
Diploma Frame Book Ends
Letter Opener
Bottle Opener
Ball Bearing Design
Cylendrical Design
Common Base Plate
Common Base Plate
One Piece - Aluminum
One Piece - Aluminum
"Curvy" Design
"Sw ord type" Flat Design
Judgement Based
Estimated Sales - Cost Ratio 0.29 4 5 3 3 2 2 3 3 5Manufacturing Ease 0.10 3 3 2 2 4 1 4 5 2
Estimated Sales Volume 0.19 4 3 1 1 2 4 2 1 5Sufficient Skills 0.05 5 5 5 5 5 5 5 4 5
Sufficient Number of People 0.00 5 5 5 5 5 5 5 5 5Aesthetics 0.19 5 5 4 3 4 4 5 2 4
Survey Data Support 0.19 2 2 3 4 4 5 2 3 3
Rating 3.76 3.86 2.81 2.81 3.10 3.38 3.19 2.67 4.14Ranking 3 2 7 7 6 4 5 9 1
Continue Development ● ● ● ● ● ●
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• Capabilities & Constraints• Concept Development• Survey Data• Concept Selection• Detailed Product Design• Business Analysis
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Curved Ball Business Card Holder
• Features– Curved Groove– Aluminum – Anodized black– Engraved RIT logo
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Picture Frame
• Features– Holds a 4 x 6 in.
picture– One-piece
Aluminum– Engraved RIT logo
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Cylindrical Card Holder
• Features– Small footprint – Aluminum– Anodized black– Engraved RIT logo
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Bookend
• Features– Two-Piece
Aluminum– Anodized – Engraved RIT logo
Both Sides
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Flat Bottle Opener
• Features– Small– Light Weight– Tough– Anodized
Aluminum– Engraved RIT logo
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Plexiglas Diploma Frame
• Features– Clear Acrylic – Designed for 10” x
12” RIT Diploma– Engraved RIT logo
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Magnet/Keychain/Coaster
• Features– Injection Molded–High Quality Plastic–RIT Logo–Common Design
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• Capabilities & Constraints• Concept Development• Survey Data• Concept Selection• Detailed Product Design• Business Analysis
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Cost Analysis
•Unit Cost was estimated based on: •Material Price Estimates•Machining Time Estimates•Labor Time Estimates•Finishing Costs
•Cost equationCosts Variable
Volume TotalCost Fixed
SizeBatch Cost Setup Cost Unit ++=
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Price Analysis
• Estimated Unit Cost
• 25% Profit
Product Unit Cost Selling Price
Curved Ball Card Holder04017‐092 $14.36 $19.15
Picture Frame04017‐030 $16.69 $22.26
Bookend04017‐002 $18.86 $25.14
Diploma Frame04017‐041 $34.77 $46.36
Cylindrical Card Holder04017‐120 $10.65 $14.19
Bottle Opener04017‐020 $5.48 $7.30
Magnet/Keychain/Coaster04017‐01x TBD TBD
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Market Analysis• Proportion Of Campus Population
Population Subset Size (N)
Awareness Fraction (A) NxA
Graduating Seniors
1,903 0.40 761
Faculty/Staff 3,145 0.40 1,258Alumni 90,000 0.05 4,500
Graduate 2,374 0.40 950Total 97,422 7469
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Demand AnalysisEstimated Demand Trend
y = 0.0624x2 - 4.3696x + 73.329
0
5
10
15
20
25
30
35
0 5 10 15 20 25 30
Selling Price ($)
Qua
ntity
Bottle Opener key chainsPoly. (Bottle Opener key chains)
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Demand Forecast TableDemand Calculated Worst Case
Products: Picture Frame 34 12
Ball Card Holder 26 24Curved Bookend 8 6Diploma Frame 24 2
Flat Bottle Opener 45 25Cylindrical Card Holder 45 24Results:
Total Units 182 93Annual Cost $2,671 $1,143Gross Income $3,561 $1,493Annual Profit $890 $350
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Business Plan
• Marketing Plan• Operational Plan• Sales and Accounting Plans• Management Plan• Startup Cost Analysis• Financial Plan
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Next Steps• Manufacturing Planning• Fixture Design & Build• CNC Programming• Marketing/Advertising/Sales
– Website– Flyers– Wholesale Marketing
• Handling/Storage/Inventory• Full Scale Production
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Lessons Learned
• Planning, Planning, Planning• Industrial Design can be useful (and fun)• Engineers Should Take Business Classes• Forecasts are always wrong• Don’t carry prototypes loose in a bag