sweetwater case study by yousra sattar
TRANSCRIPT
BACK GROUND
• Snady Platter
• November 1990
PROBLEM RECOGNITION
• Fishing trip with his friends
• Difficulties to get filter water from
devices they had.
• “Hey, Mr. Engineer, can’t you
figure out a better way.
• Found opportunity in the market.
Industry Data 1. The Water Problem
2. The old Solutions
3. Micro-filtration
4. Outdoor Equipment
Market
5. Portable Water Filters
The Water Problem
The old Solutions
Drawbacks of both
solutions were there.
Micro-filtration
• 3rd solution in the market.
• Complicated to handle.
• Life of a filter was affected by the
size of channels.
Outdoor Equipment Market
• $875 million
• Recreational Equipment Inc (REI) 80 stores
• Eastern Mountain Sports 43 stores
• Neptune Engineering in Boulder
• Customers were fully aware of their needs
• Segment was difficult to please but can charge
premium
• REPS(sales representatives were involved 7-8%
on commission
• Lack of marketing
Portable Water Filters
• $10 million
• Need made by General
Ecology, Inc $49.95 (no
patent)
• Pocket Filter from Katadyn
$225 to $275 (no patent)
Need made
Pocket Filter
Platter’s Basic Filter Design
• Recruited a friend Jeff Alderd , CAD
expert
• Prototypes
• Analyzed the market by SW
• Material issue of previous models
• Lack of marketing
• Heavy and clumsy use
• Too expensive
Platter’s Basic Filter Design (contd..)
• Price strategy of Platter $40 to
$50
• Utilized previous experience of
semiconductors and ultra
clean to design device that
should be cost affective
• Used activated charcoal to
remove additional impurities
Platter’s Basic Filter Design (contd..)
Results of Platter’s design:
• Lighter in size
• Less breakage
• Less cost
• Reliable
• No chemicals test
• Reomve additional impurities so no affect on
test of water
• Still there are many things to be consider
Courtesy/ References
• Google.com
• Case Study of Harvard Business
School by Thomas D. Everett
thanks