Sruthi DavuluriAndrew Florek

Jin Kang Tom Seung Kun Lee

Chris RoseYanbo Yao

ME110/UGBA 190T-2 Final TradeshowUC Berkeley

Mission StatementTo provide an affordable and compact modular storage system to meet various organizational needs

Target Market:

● Space-limited Households● College Students● Communal Living

Business Goals:

● Affordable● Eco-friendly● Exponential Growth

Messy Organized

Customer and User Needs● Each team member conducted at least three 1-on-1

customer interviews dealing with sweaty clothes or disorganization

● Discovered trends to prioritize and narrow down the most pressing user needs

● Interview techniques included in-person interviews, surveys through social media, and shadowing potential customers

“Since I have such long days, my dirty clothes and books often pile up in my room. I do a massive cleaning session about once a month, when I cannot take it anymore!” -Maria

“After I workout, I just throw my sweaty clothes on the ground. I don’t really mind, but my girlfriend doesn’t like all the clutter.” -Andrew

Top Customer Needs

1 Time Efficiency

2 Space Efficiency

3 Affordability

4 Ease of Use / No Hassle

5 Hygienic

6 Durability

“Communal living often leads to clutter. I hate when my roommates’ things get on my side of the room.”

As a poor college student, I can’t spend too much money on organization.

“I wouldn’t buy something that is confusing to use.”

“I am very particular about keeping my dirty, sweaty, and wet clothes separate from my clean clothes”

I’m not going to buy something that would break after a few uses. It needs to be durable”

“I don’t want to spend too much time organizing my room; that’s why it often ends up messy”

Concept Generation● Brainstorming techniques included biomimicry, Design Maps, and Functional

Decomposition● Used databases, such as Ask Nature● Brainstormed over 120 ideas total (20+ ideas each)● Gave feedback on each other’s concept ideas● Created even more ideas based on team feedback

Concept Selection Method● Three prototype concepts chosen from over 120 initial

ideas with a scoring matrix● Considered feasibility and customer needs characteristics

○ Time efficiency○ Space efficiency○ Affordability ○ Ease of use○ Hygienic○ Durability

Concept Selection Matrix

Pulley Operated Drying Rack

Decorative Foldable Rods

Rubber Band Hamper

Top Three Concept Prototypes Displayed at the Midterm Tradeshow

Prototype Feedback● Conducted survey at the midterm tradeshow to gather

feedback on our Top Three Concepts from classmates

● Classmates tested our top three prototypes● Filled out survey asking for feedback on each of our

products and whether or not they would buy the product

● Used prototype feedback to redevelop and finalize top three customer needs

● Designed the Butler Board ideas address these needs

Use of Prototype Feedback

Final Top Customer Needs

1 Universal Usability (Convenience)

2 User Friendliness (Ease of Assembly and Disassembly)

3 Customization Capability (Modularity)

Design for the EnvironmentProduct Life Cycle:Resources → Manufacture → Ship → Retail → Use → Dispose / Reuse

Eliminate the Assembly Process：Let the customers assemble → Reduce the labor cost and time → Save on cost, save the environment

Recycle & Reuse:Set up a pay-back program → Let customers bring their broken product → Give them 10% off when buying a new one → Disassemble the broken one → Recycle & Reuse parts → Save the environment

Use Recyclable Materials for the Butler Board:

1. Recycled plastic bottles (for the boards)2. Recycled aluminum (for the attachments)3. Recycled wood (for the accessories)

Cost Analysis

Market Analysis● Total Available Market:

○ Overall U.S. manufacturers’ sales of household goods, appliances, storage solutions related to clothing = $8.5 billion in 2014 (Packaged Facts.com)

● Served Available Market: ○ Total annual revenues of companies selling household organizing products estimated at 5% of

the TAM = $425 million

● Share of Market:○ Estimated to get 0.1% of served available clothes organization market in its first year of

entering the market = $425,000

Business Analysis● Business Model Canvas

● Triple Bottom Line○ Economic Bottom Line: Affordable○ Environmental Bottom Line: Recyclable○ Social Bottom Line: Improve Quality of

Life / Provide Utility

● Retail Price: $30● Sale Price to

Retailer: $21● Total Cost: $17● Gross Profit: $4

Final Prototype1. Customizable

a. Modularityb. Over 10 types of shelves

2. Space-Efficienta. All of your storage needs on a

single wall

3. User-Friendlya. Can be installed without nails or

super glueb. Simply pull them apart to detach