Intrapreneurship project

INNOVATION SCREENING PORTFOLIO

Innovation Team Project 02

Innovation Screening Portfolio

IntrapreneurshipENTR 3312

Team 02Yang Zhou

Robert McDonaldJoshua Shea

Priyanka PatelDanaee Schmieldin

Dr. John Karonika University of Houston

Summer 2013


Executive Summary

Purpose and Scope

The purpose of the Innovation Screening Portfolio of Saint Arnolds Brewery

Company is so Team 02 can examine every team member’s innovation ideas and

models as well as the screening methods that are used in the process of determining

which concept will fit the best for success towards the company. This paper is an

organized process of Team 02’s entrepreneurial development which at the end led to

the selection of the Breathalyzer Beer Opener.

A good amount of this report consists of various entrepreneurial concepts

thought of by each team member. They are described to be different ideas which all

have potential in bringing greater success to the company, Saint Arnolds. The two main

methods used to evaluate all team members concepts are: 1) Qualitative Ranking

Screening Method and 2) Weighted Multifactor Screening Method.

Summary Findings

As a team, all members altogether came up with nine concepts to look over and

compare. During the decision making, Team 02 realized the most valuable factors in

determining the best concept would be uniqueness, the creativity of the innovation,

market share, and the buyer’s wants and needs. Team 02 came to discover that

comparing all concepts and ranking them from greatest to lowest in each category

would help narrow down the one best concept. This brought Team 02 to the


conclusion that breathalyzer can opener would be the best innovative concept due to

the fact that it covers all the factors we wanted out product to provide. The

breathalyzer ranked the greatest.

Other Supportive Information

Company Summary Saint Arnold Brewing Company is located in Houston. This

Brewing Company is Texas’ oldest Craft Brewery. Saint Arnolds has beers from all over

the world. They sell beer in many flavors to add a twist and bring interest to the

brewery. This company is known for their love to service customers with unique year

round as well as seasonal beers. Not many beer companies out there can make as

many flavors as Saint Arnolds. ("History of saint,”)

Concept Description

A breathalyzer beer opener is a unique product for a brewery to provide to

customers. With the incorporation of a beer opener under the breathalyzer, it makes it

easier to carry around. With two different uses of the product, the concept allows you to

have a good time with your favorite beer, as well as staying safe and watching your

health. This product takes advantage for both situations. Our brewery also benefits

from this in terms of the customer returning for their favorite beer.

Rejected Innovation Concepts

Eight other concepts were looked about and evaluated as well. Every team

member came up with these unique concepts, which were all mean to help with the

innovation of the company. Nevertheless, the team came to realize the Breathalyzer


beer opener compared to be the finest match when looked upon in the Weighted

Multifactor Matrix. The concepts rejected have acquired scores in the following order

Rejected concept descriptions

Table of Contents


Introduction.............................................................................................................

Innovation Concept Descriptions

Breathalyzer....................................................................................................

Tip Proof..........................................................................................................

Shatter Proof...................................................................................................

Electric Cooler.................................................................................................

Electric Coaster................................................................................................

Beer Cap..........................................................................................................

Beer Package...................................................................................................

Recycling..........................................................................................................

Delivery...........................................................................................................

Innovation Screening Process...................................................................................

Qualitative Ranking Screening Method...........................................................

Weighted Multifactor Matrix Method.............................................................

Portfolio Summary...................................................................................................

Conclusion................................................................................................................

References................................................................................................................


introduction

Innovation Concept Description

Date: 07/18/2013Semester-Year: Summer 13Team Number: 02Submitted by: Robert McDonaldInnovation: Shatter Proof Bottles

I. Innovation Type

This concept is a continuous innovation in the way that it is improving the product

line through product revision. The new bottles will not shatter, so the Saint Arnold

company as well as the consumer will not have to worry about broken glass shards if a

bottle breaks.

II. Innovation Concept

A. Concept must prove an overt benefit to user

Shatter Proof Bottles provides the customer with the uniqueness of having a

bottle that doesn’t break as easily as a normal bottle would. The bottle would be

reinforced with a plastic laminate so the consumer would have the convenience of not

having to deal with broken shards of glass if a bottle happens to break.

B. Concept is unique and not easy to imitate


The manufacturing parts and required material to make the Shatter Proof Bottle

idea difficult to duplicate. It’s one of a kind, Anheuser-Busch was the "first major brewer

to launch a national brand in an aluminum bottle in 2004" (NBC NEWS (2004). This is

similar within the idea of bottle renovation, but the material is not aluminum, it is a

reinforced glass bottle with laminate covering.

C. Concept is feasible and can be implemented

The dynamics of the Shatter Proof Bottle can be easily implemented by Saint

Arnold. The company would get in touch with their bottle distributor to do some

modifications to the bottle itself. Shatter Proof requires that they make the glass with

plates of plastic or resin or other material between two sheets of glass to prevent it from

shattering.

D. Concept's return exceeds its cost

The Shatter Proof Bottles would able to be recycled, providing a return which

exceeds the cost for the bottle manufacturer and in turn, Saint Arnold Brewery.

E. Concepts Offers A Complete Value Proposition

Shatter Proof Bottles Proposition:

Target Market: Beer consumption is overwhelmingly male-dominated but

the target market is both men and women of legal age to drink.

Benefits Offered:

1. Highly shock exorbitant; Helps clumsy individuals.


2. Large events, parties, won’t have the problem of lots of broken glass

from intoxicated individuals.

3. Increased safety for anyone handling trash, cleaning up from a party and

intoxicated individuals. No worry of hazardous shards of broken glass because

the broken glass would be contained within the bottle.

Initial Estimated Pricing: Pricing for the Shatter Proof Bottle would be

slightly higher during the transition process.

The Shatter Proof Bottles offers an importance proposition mainly due to

its’ durably and benefit for safety.

III. Company, Products, Markets

Saint Arnolds Brewing Company with craft microbrews and the heart and soul of

Texas being that it is Texas’ oldest craft brewery. Saint Arnolds Brewing Company has

old tradition of making cask ales, a style of beer not seen distributed in Texas since

probably prior to Prohibition. Saint Arnolds Brewing Company is adaptable that nearly

any area (i.e. bar Club Store, Convenience Store, Drug Store, Grocery Store, Liquor

Store, Nightclub/Bar, Sit-Down Restaurant and Stadium/Arena) can become superior

with any of Saint Arnolds Brewing Company's beer.

This company is innovative and favorable that one wonders why the non-

microbreweries haven’t tried to buy them out. "Our first keg of beer was shipped on

June 9, 1994. Founded by Brock Wagner and Kevin Bartol, we chose Houston because,

other than living here, this was the largest city in the country that did not have a


microbrewery. Brock was a longtime home brewer and had considered opening a

brewery as far back as college, although that was quickly dismissed as a silly idea.

Seven years after graduating, Brock revisited the idea, enlisted Kevin's help and the

brewery was off and running. Kevin has since left the business after a bitter battle. (Just

kidding - but don't you wish people wrote that when it was the truth?)" (Saint Arnold

Brewing Company n.d.). Brock develops the recipes for the Saint Arnold beers based

on his own home brewing experience with rich malty, creamy flavors and no shortage of

hops. Brock 's objective was is to collective search out for innovative, detail oriented and

overall good individuals, like the teams well know brewer, Vince Mandeville a master of

brewing. Brock and his associates have made progress in the targeting major markets

in the Louisiana and Texas. "From St. Arnold, the oldest brewery in Texas, to the new

microbreweries popping up in Austin every other day, Texas is quickly becoming a beer

heaven. It's also one of the fastest growing states when it comes to craft beer, so expect

the Lone Star State to be moving up the list in years to come" (Usatoday (2013). Saint

Arnolds Brewing Company goal is to "brew world class beers and deliver them to our

customers as fresh as possible making them the best beers in Texas and Louisiana.

Our customers are beer lovers - people that appreciate great, full-flavored beers" (Saint

Arnold Brewing Company n.d.).

IV. Company Fit

The entrepreneurial venture in the company has already been taking into account

by the power that be. The small business has renovated a neighborhood, just following


the barrels. This new products introduced to product line "Projects that involve line

extensions, product revisions, and product innovations (not all that new to the market

and the company has some experience the area) often benefit from the existences of

small decentralized teams that emphasize efficiency and speed delivery" (Morris et. al.,

2008)

V. Intended Target Market and Competition

Team 02 anticipates these pioneering designs create a curiosity in anyone,

wondering about this, exclusively those individuals that our target market and its only a

matter of enhancing the bottle with plastic. We would begin with our existing customers,

and then we will branch out to different communities and location. While its going to be

the first of its kind, Team 02 will not have any competition at first only when the

competitor see the advantage will it be matter and by that time it'll be too late. Saint

Arnolds Brewing Company business and enable them to accomplish a reasonable

improvement in the product.

VI. Features, Functions and Benefits of the Innovation Concept

The present bottles at Saint Arnolds Brewing Company can be hazardous in the

long run, so the research and development team would make the current bottle obsolete

not only to the current market but could also make the Saint Arnold product a fad. The

middle part of the bottle is glass bonded evenly with plastic when broken; it prevents the

glass from breaking up into large sharp pieces, a "Shatter effect". Customers would no


longer have the problem of dangerous pieces of glass shattering all over the floor if a

beer was dropped.

VII. Competitive Differentiation of the Innovation Concept

If you try to look for any laminated glass the most common thing that would pull

up would be laminated glass for vehicles or even building windows. An issue that

customers of Saint Arnolds Brewing Company have had, we certainly took care of them

with the Shatter Proof Bottles being a captivating marketing topic.

VIII. Critical Risks and Limitations

Team 02 expects only one limitation; customers that drop the bottle from a

evaluated point, the bottle might develop spider web cracking typical of laminated, heat

may also be an issue since its coated with plastic but it has to be high heat must like

Houston's weather in the summer. Saint Arnolds Brewing Company customer's service

are open Monday through Friday 8 a.m. to 5 p.m. Closed on the weekend.

The customers can be accommodated if the recycled bottles they had purchased

where seriously damaged. But also note that if someone anxiously wants to break the

bottle they most certainly will. For the most part it’s made for clumsy people all over but

it’s still not completely guaranteed, but its fixes an ongoing drawback on a prehistoric

design.



Date: 07/18/2013Semester-Year: Summer 13Team Number: 02Submitted by: Danaee SchmiedlinInnovation: Delivery

I. Innovation Type

Delivery for the Saint Arnold brewery would be classified as a discontinuous

innovation. Delivery changes the way customers address the need of supplying beer for

a party or large occasion.


The Saint Arnold line of beers would benefit from a delivery service. A courier

would transport the beer directly from the warehouse to a requested household or event

area. The Saint Arnold Company would then offer to return after the party to collect the

recyclable items. Currently, beer-drinkers must travel by road to acquire the beverages

they wish to consume, but the Delivery Innovation will change the way customers

address this need by simply ordering the desired amount of beer by telephone. This will

reduce drunk drivers and accidents related to alcohol consumption.

A. Benefit to the user

Delivery would benefit the user tremendously in the course of saving time, being

organized, and driving less when possibly intoxicated. The Saint Arnold brewery would

deliver the beer to the household, party or event so the persons desiring to drink alcohol


would not be required to drive and get their beer, especially if they run out. This should

reduce the number of DUIs in the area as well as the number of car crashes.

B. It is unique and not easy to imitate

Currently, no beer company has a delivery service for their beer. It is unique in

the fact that it would be like ordering for pizza, but you would be ordering your favorite

beer instead. Since Saint Arnold is a microbrewery located in Houston, it would be easy

to implement a delivery service for the people of Houston. Other beer companies would

find this difficult to imitate because their factories are located on in mainly rural areas,

such as the Bud Light and Budweiser factories.

C. It is feasible and can be implemented

The Saint Arnold brewery would be able to implement the delivery service

simply by hiring a few drivers, appointing an overseeing manager, and networking a

telephone number for people to order from.

D. Its return exceeds its cost

There should be no lost revenue in the delivery service. Saint Arnold brewery

would be selling significantly more beer, contributing to an increased source of revenue.

E. Value Proposition

Delivery Proposition:

Target Market:


Persons of age to drink Saint Arnold, 21 years and older, as well as those

interested in reducing their chances for a DUI ticket and making the roads safer

after drinking has been occurring.

Benefits Offered:

1. Increased sales of beer for Saint Arnold brewery

2. Less intoxicated drivers on the road going to get more beer

3. Ability to conveniently order the alcohol for a large event or party from

the freshest source available – the factory it was brewed in.

Estimated Price Range:

The beer ordered from the factory would be the same price as which

bought from a store. There would need to be an extra fee for the delivery service,

depending on how far away the customer is located and how much beer is being

delivered. The more beer the customer orders, the less the service fee for

delivering the beer. Three 12-packs of Saint Arnold beer delivered would need a

fee averaging $5 to $10 dollars depending on the distance driven.

The Saint Arnold Company recognizes its customers desire to drink lots of

the manufactured beer. The brewery wishes to decrease the number of traffic

accidents, deaths, and police tickets by keeping these people off of the road who

are determined to drink one way or another. The brewery addresses this need by

supplying the consumer with the beer at their own homes, preventing an

excursion for more beer from an intoxicated individual.


III. Company, Product, and Markets

The Saint Arnold Brewery brews each beer from only four ingredients; water,

hops, yeast, and malt. This is one of the major parts of the company’s mission, which is

to use the tried and true traditional beer ingredients that date back to when beer was

first being made by Saint Arnold himself. Saint Arnolds believes in community by

supporting non-profit organizations, hosting events at the brewery and in the city of

Houston, and by providing a place at the brewery for customers to relax, come together,

and of course, drink the fresh Saint Arnolds line of beers.

The Saint Arnolds product line consists of their year-round brews, seasonal

brews, and special brews. There are T-shirts, glasses, mugs, bobble-heads, and beer-

taps available to purchase at the brewery, but the main product the company produces

is beer. The product line for year-round beers consists of; Amber Ale, Weedwacker,

Elissa IPA, Endeavour, Brown Ale, Fancy Lawnmower, Santo, and their non-alcoholic

Root Beer. The Saint Arnold Seasonal brews consist of; Spring Bock, Oktoberfest,

Winter Stout, Summer Pilsner, Christmas Ale, and Pumpkinator. At the tour of the

factory, the workers were pouring in molasses and brown sugar to make the

Pumpkinator beer in time for the massive October demand. The special brews at the

Saint Arnold brewery consist of; Divine Reserve, Icon Series, Bishops Barrel, and

Homefront IPA.

The company’s markets include grocery stores, gas stations, and bars, along

with other places with a license to sell beer, in Texas and Louisiana only. These


markets are necessary for the Saint Arnold brewery because without them, no one

would be able to purchase the beer.

IV. Company Fit

The innovation concept fits the Saint Arnold mission of quality crafted beer and

community by attempting to protect their customers from venturing out for more of their

beer after too much beer could have possibly been consumed. The Saint Arnold

brewery wants to keep community strong, in a positive atmosphere, and would like to

prevent accidents and deaths that could have been related to their product intoxicating

an individual. The delivery service would strive to keep Saint Arnold customers off of the

roadways while still allowing them to enjoy their favorite craft beers.


The target market for the Saint Arnold delivery service is those patrons who are

21 and up. Those who recognize the benefits of the delivery service by keeping

intoxicated individuals off the road will appreciate the availability of the delivery service.

Those who wish to enjoy the Saint Arnold brand beer and keep off of the road ways will

also be part of the intended target market.

Competition might occur after the delivery service is implemented, although

currently there is no beer delivery service available for general public use by a single

service brewery.

VI. Features, Functions, and Benefits of the concept


Features of the concept include a telephone number to call when beer is desired,

a selection of craft brews from Texas’ oldest craft brewery, and prompt service and

delivery after the beer order has been placed.

Functions of the concept will provide a safety service for the intoxicated individual

who is determined to drink more beer. It will help the customer by keeping them off the

road ways, consequentially preventing them from causing accidents or causing car

wrecks.

A favorable result the customer receives is the option of having beer delivered to

them like pizza, but without having the problem of going to get the beer and be on the

roads while possibly intoxicated.

VII. Competitive Differentiation

The innovation concept is different from competitive offerings in the sense that no

other brewery delivers their own beer to their customers. This would increase revenue

for the Saint Arnold brewery and show the value of their customers to the public. There

are independent companies that sell a variety of beer, wine, and liquor through delivery,

but major beer factories do not have a service such as this one.

The sustainable competitive advantage recognizes adaptability in regards to

adjusting to new needs for the customer with core operations and commitments in mind.

Also, flexibility is an advantage because this innovation is meeting the diverse and

evolving requirements of customers.



There could possibly be risks related to the delivery process. Customers would in

turn be drinking more beer, and could decide to drive after the delivery has been

completed. This is out of the company’s hands, but there is an issue concerning safety.


Date: 7/20/13Semester-Year: Summer 2013Team number: 02Submitted by: Joshua SheaInnovation: Electronic coaster

I. Innovation Type

The electric coaster is first of its kind to the market, which makes the innovation

type a discontinuous innovation. It has the ability to keep the surface that you put your

drink on from getting wet, and also has the ability to keep your drink cold.


The electric coaster is an electronic coaster that has tubing that runs ice cold

water through it, four silent mini fans, and a dry bottom so the table won’t get wet. The

electronic coaster provides the ability to keep your beer or beverage of choice cool

while not having to put it in a refrigerator or icebox. It provides a great deal of

convenience because the user does not waste time and effort to walk back or forth to

the icebox to grab their cold refreshment. The electronic coaster eliminates the need for

an icebox. The electronic coaster saves the consumer money on an unneeded good

and saving the environment of a finite good which is water. All the consumer has to do


to activate the electronic coaster is to flip the switch from off to on. The four mini fans

will automatically turn on and the water will begin to cool down to 30 degrees all while

keeping the table dry. The top of the coaster is a flexible plastic while the bottom is non

shattering glass. The electronic coaster needs two double A batteries to provide it

power to operate. The coasters all come in the same size 3”x3”.


The electronic coaster is unique because it is the first of its kind. It borrows ideas

from the home computer systems. Some home computer systems have tubing of fluid

that runs through the computer to keep it cool. The electronic coaster does the same

but the fluid gets ice cold. The home computer also has multiple fans that blow air in to

keep the computer cool. The electronic also has multiple fans that will run, but it will

keep a beverage cold instead of silicone parts. It is a huge improvement from just the

regular coaster. High quality coasters are for cosmetics and looks, but the electronic

coaster takes it an extra step forward and cools the beverage at the same time.


The concept is feasible to implement, but first of its kind so the technology won’t

be as advanced as we would like it to be. We borrow much of the technology from home

computer systems to cool the coaster and the cosmetic look of a futuristic coaster.

D. Concept’s return exceeds its cost

The electronic coaster is an expensive innovation and will be the most expensive

coaster on the market. It is designed to last up to five years. The non-shattering glass


and flexible plastic ensure that it won’t break when dropped or being manhandled. The

electronic coaster is intended for the target market to only own one per person because

of the price tag that it carries. The materials that make up the electronic coaster are

cheap, but still high quality. We intend to sell large quantities to bars and restaurants.

Most of our income will come from selling the electronic coasters to bars.

E. Concept offers a complete value proposition

Electronic Coaster Value Proposition Statement:

Target Market: Consumers that enjoy beer or cold beverages

Benefits Offered:

1. The consumers beverage is much more enjoyable and lasts

substantially longer

2. Small and easy to transport anywhere you like

3. Is virtually silent

Estimated Initial Pricing: The cost of the electronic coaster is much

greater than other high end cosmetic coasters.

The electronic coaster offers a lot of value over our estimated five year life

time. The Electronic coaster is small, compact, durable, and is easy to transport.

The electronic coaster allows you to keep your beverage cold at all times

wherever you’re at, and on any surface also.



Saint Arnolds feels that our market is not only beer but how people consume

their beer and other beverages. Saint Arnolds wants to increase the satisfaction of

drinking beer and cold beverages by introducing innovative products like the electronic

cooler and the electronic coaster. We want to innovate what people drink and how they

drink it. Saint Arnolds wants to become the most dominate beer and beverage

consumer innovator in the market.

Saint Arnolds wants to get the jump on the market and other competitors. Saint

Arnolds might not be the first to make a new innovative product like the electronic

cooler, but we want to be able to strive for making other new products and driving the

cost down of old ones. We want to improve the safety of our alcohol consuming

customers by innovating new ways of getting people breathalyzers.

Saint Arnolds believes that providing the customer with outstanding beverages

isn’t enough. We believe that we need to provide products that help enhance the

quality, safety, and enjoyment of these beverages. We want to provide these products

to the middle class audience at a reasonable price. For Saint Arnold’s production of new

outstanding products we use a top notch design team, high quality material, and good

distribution methods to reach and satisfy all of our audience. Saint Arnold’s goal is to

make the consumption of beverages undeniably better and to make our customers as

happy as they possibly can be.

IV. Company Fit

Saint Arnolds spends a lot of time on trying to increase the quality of beverage

consumption. Our products don’t only revolutionize how you keep your beverages cold


but they also save tons of space and money. Saint Arnolds doesn’t only have pride in

the drinks they make but also how you consume them. Saint Arnolds is always looking

for new innovations on how to make your drinking experience a better one.


The Electric coaster is optimal choice for customers at local bars or the bars

inside their homes. With the new innovation of the electric coaster Saint Arnolds

continues to push the limits of how you consume your beverages, and how we improve

the consumption of beverages. Local bars and restaurants will be the most likely

candidates to receive the most utility from the electric coaster. People at home could

also find the electric coaster to be useful. They can invite guests over and dazzle them

about how their coaster helps maintain the cold temperature of their favorite beverages.

The Electric coaster eliminates the need to walk back and forth to the refrigerator.

The electric coaster is the first of its kind. There is nothing else that can compare to it

because of its size. A cooler is the closest innovation comparable to the electric coaster.

None of our competitors offer a similar product. The electric coaster borrows heavily

from the home computer.

VI. Features, Functions, and Benefits of the Innovation Concept

The electric coaster features a unique tube and fan cooling system which

eliminates the need for a bucket or refrigerator. By flipping the switch located on the

side of the coaster the fluids in the tube begin to circulate and cool. The four mini fans

begin to turn silently. The best features of the electric coaster are that it cools your drink


silently and all of your surroundings stay dry. The electric coaster is the most ideal

innovation for public bars and household kitchens.


The electric coaster will have the best reviews for coaster products because it’s

the only one of its kind. No company has yet to take the risk to innovate and produce an

electric coaster. The electric coaster borrows its electrical system from home

computers, and its futuristic looks form today’s top designers. The electric coaster

allows customers to cool their refreshments without making any mess at all. The electric

coaster can easily be taken from room to room It will save bars money because they will

spend less time cleaning up at night.


The risks of the electrical coaster malfunctioning or breaking are very low. We

provide a free five year warranty for the electric coaster to keep our customers as happy

as possible. The Electric coaster is not likely to break because of its flexible plastic, non-

shattering glass, and air tight packaging so the water doesn’t damage the electrical

unites. We will include an instruction manual with the electrical coaster that informs you

about the five year warranty, and instructions on how to operate it.


Date: 07/18/2013Semester-Year: Summer 13Team Number: 02


Submitted by: Danaee SchmiedlinInnovation: Recycling

I. Innovation Type

Recycling at the Saint Arnold Brewery would be a continuous innovation in the

form of an extension of the line of recycling that the brewery already does in order to

enhance efficiency and overall increase the materials recycled.


Enhancement of the recycling process at the Saint Arnold Brewery is necessary

because at the current date, the only materials recycled are the paper 4-pack, 6-pack,

or 12-pack carriers that the beer bottles are bought and transported in. It would be

beneficial to the brewery as well as the environment if recycling was expanded to the

glass from the beer bottles, left over bags of grain, and other frequently used materials

such as palates.

A. Benefit to the user

Long term, recycling benefits the user in massive ecological ways. If the

company had a return policy like the policy already in place with the carriers, where the

consumer can trade a number of carriers in for a t-shirt, a mug, etc., then the user would

have a greater incentive to also return the glass bottles instead of throwing them away

and filling up landfills with the potentially harmful and indecomposable materials. This

benefits the consumer’s children and great-grand children who will have to face the

growing problem of declining landfill space in the future. A benefit also goes to the


consumer in the fact that recycling can lower the cost of the repurposed bottles in the

future, because less material would be needed to make bottles from strictly raw

materials.


The recycling concept falls the shortest in this category, as many companies are

aware of the benefits of recycling. The unique aspect of this innovation is that as with

the Saint Arnold companies’ already existing exchange policy regarding the bottle

carriers in return for a shirt, glass, mug, or other novelty item, the same exchange policy

would count for the return of the glass bottles.

C. It is feasible and can be implemented

The benefits of recycling are gargantuan when compared to simply throwing the

possibly reusable materials in the garbage. The Saint Arnold Brewery’s exchange rate

for the bottles would be close to the net worth of the items used for the incentive to bring

the bottles back, and the company would only have to strike a win-win deal with a local

Houston recycling company so both would be making a profit, and getting business at

the same time. It would be beneficial if the Saint Arnold Brewery could begin using

recycled bottles, but that is going further down the innovation process.


E. Value Proposition

Recycling Proposition:


Target Market: Those wishing to help the environment while also

supporting the Saint Arnold Brewery, who have a means to bring the bottles back

to the company located in Houston.

Benefits Offered:

1. Exchange the bottles for a fully functional novelty Saint Arnolds Item,

such as a glass, mug, t-shirt, beer tap, etc.

2. Helps the environment by lowering landfill waste, projected analysis of

problematic glass substantially lowered due to a high incentive and turnover rate

of recycling glass bottles.

Estimated Price Range:

The Saint Arnold Company should be gaining revenue by returning

the bottles consumed to the recycling companies, and in turn working with the

recycling companies to ensure business circulation. There would be no revenue

loss for the Saint Arnold Brewery.

Recycling would overall help the Saint Arnold Brewery by not having to buy new

bottles, but eventually the recycled, repurposed bottles that would be made at a fraction

of the cost and bottles would therefore be cheaper to buy in bulk for the brewery.

III. Company, Product, and Markets


The Saint Arnold Brewery brews each beer from only four ingredients; water,

hops, yeast, and malt. This is one of the major parts of the company’s mission, which is

to use the tried and true traditional beer ingredients that date back to when beer was

first being made by Saint Arnold himself. Saint Arnolds believes in community by

supporting non-profit organizations, hosting events at the brewery and in the city of

Houston, and by providing a place at the brewery for customers to relax, come together,

and of course, drink the fresh Saint Arnolds line of beers.

The Saint Arnolds product line consists of their year-round brews, seasonal

brews, and special brews. There are T-shirts, glasses, mugs, bobble-heads, and beer-

taps available to purchase at the brewery, but the main product the company produces

is beer. The product line for year-round beers consists of; Amber Ale, Weedwacker,

Elissa IPA, Endeavour, Brown Ale, Fancy Lawnmower, Santo, and their non-alcoholic

Root Beer. The Saint Arnold Seasonal brews consist of; Spring Bock, Oktoberfest,

Winter Stout, Summer Pilsner, Christmas Ale, and Pumpkinator. At the tour of the

factory, the workers were pouring in molasses and brown sugar to make the

Pumpkinator beer in time for the massive October demand. The special brews at the

Saint Arnold brewery consist of; Divine Reserve, Icon Series, Bishops Barrel, and

Homefront IPA.

The company’s markets include grocery stores, gas stations, and bars, along

with other places with a license to sell beer, in Texas and Louisiana only. These

markets are necessary for the Saint Arnold brewery because without them, no one

would be able to purchase the beer.


IV. Company Fit

The innovation concept of Recycling fits the companies’ mission statement and

strategic objectives by recognizing the desires of community and the necessity of

protecting the community now and in the future. Recycling will help the community by

lowering the landfill waste and providing a positive model for future generations to follow

when faced with the option of recycling. Saint Arnold is dedicated to providing its

customers with the freshest and best possible beer, so the good of the community and

customers is directly related to recycling possibly harmful materials.


The concept of recycling is targeted to those of age to drink, 21 years and up,

who want to make a difference in changing the future, by giving them the easy option to

recycle the used bottles after a party. The market is also for the bars that use lots of

Saint Arnold bottles and wish to not simply throw them away. Competition in recycling is

not a major problem, as it is not a competitive type of innovation. The recycling process

is mainly for the company and the consumer. It is not intended to create competition

with other beer companies, although if other beer companies used similar recycling

processes, it would not be a bad thing.

VI. Features, Functions, and Benefits of the concept

This concept can tie into another concept, the delivery concept. When Saint

Arnold delivers the beers to the residency, they can have a policy where they also pick

up the used bottles the next day, while the consumer earns a T-shirt or something small

for an incentive to not throw the bottles away. This would help the consumer by clearing


the area of heavy bottles before they take up space or get left lying around. A feature of

the recycling concept would not only be the actual recycling, but picking up a substantial

amount of bottles from a residency in the Houston area in order to increase the payoff

for taking the bottles to the recycling company and increasing revenue. There are no

physical characteristics of the concept because it is not a physical innovation.

VII. Competitive Differentiation

The innovation concept is different from competitive offerings in the fact that no

other beer company will pick up a substantial amount of beer bottles from a residency

for the purposes of recycling them, and no other beer company has a policy where the

consumer is rewarded for returning recyclable material to the company in the form of

fashionable clothing that supports their favorite beer or useable glasses and mugs to

drink out of and promote the brewery.

This concept is not new to the industry, but the sustainable competitive

advantage is the fact that it will always be better for the environment and profitable for

the company to recycle.


Saint Arnold brewery already has a recycling process underway with the beer

bottle carriers and recycling beer bottles, grain bags, and other reusable materials can

only help the company prosper. There are no known limitations or critical risks to

recycling. The system needs to be overseen by a supervisor most likely, but the process

should only be beneficial for all parties.



Date: 7/20/13Semester-Year: Summer 2013Team number: 02Submitted by: Joshua SheaInnovation: Electronic Cooler

I. Innovation Type

The Electronic cooler is not the first of its kind in today’s market. The electric

cooler has the ability to transport your drinks and keeps them cool at the same time.

The electric cooler doesn’t need to waste water to keep your drinks cold. This

innovation would be a dynamically continuous innovation due to the fact that the product

would be part of a new product line for the Saint Arnold Brewery.

II. Innovation Type

The electric cooler is an electronic cooler that has multiple large fans that blow in

cold air to keep your drinks at an optimal temperature. The fans will be quite so you can

have the electric cooler running while you’re doing other activities without being

distracted. The cooler allows you to cool beverages and food without getting any of your

surroundings dirty or wet. Our electronic cooler borrows the idea of using fans from our

market competitor but also adds in other accessories to make it stand out. The


electronic cooler has removable racks so you can stack drinks and food on the racks

without worrying that everything will move around. The electronic cooler will include an

exterior stereo so you can listen to your favorite music or station at your own

convenience. The electronic cooler also has an ice maker so you can add ice to your

favorite beverage. Our electronic cooler is very compact for all of the accessories that it

contains. The electronic cooler needs to be plugged into an outlet or requires 5 D

batteries. The electronic cooler is made to be very durable. The cooler is comprised of a

tough flexible plastic.


Our electronic cooler is the not the first electronic cooler in our market. The

electronic cooler is unique because it has a lot of accessories that the competition does

not. We take the basic ideas of our competitor’s models and build upon them by adding

useful accessories and a durable plastic body. It’s not easy to imitate because its

compact, has a lot of accessories in a small body product, and has a unique plastic

build. Our electronic cooler will be the first of its kind, and will force our market to move

forward.


Our concept of the electronic cooler is feasible to implement, but takes a longer

time to make all of the parts than our competing models. We take the basic concepts

from our competing firm’s models and build heavily upon them. Our model will be the

most advanced on the market.


D. Concept’s return exceeds its cost

The electronic cooler will be expensive to make because of all the top quality

materials we use, thus making it one of the more expensive models on the market. We

will sell the product around the U.S $150 mark. We design the electronic cooler to last

up to seven years. The electronic cooler is intended for the target market to only own

one per family or person because of the high price tag it carries. The cost of the

materials we use to make the electronic cooler are in the mid-range, but still high

quality. We intend to sell to people who like to go to sporting events, camping or

traveling. Most of our income will come from selling to these target markets.


Electronic Cooler Value Proposition Statement:

Target Market: Consumer that enjoys beverages and food on the go

Benefits Offered:

1. The consumers beverages and food stays cold and lasts longer

2. Compact and is very easy to transport

3. The fans that cool the electric cooler are silent

4. Has a built in ice maker

5. Very durable and long lasting


Estimated Initial Pricing: The cost of our electronic cooler is the same as

the other high end competitor’s costs.

Our electronic cooler offers a great deal of value over the

estimated lifetime. The electronic cooler is compact, durable, easy to transport,

and an eye catcher. The electronic cooler allows you to keep you beverages and

food cold and organized when you’re traveling. The electronic cooler is perfect

for tail gaiting or camping


Saint Arnolds feels that our market is not only beer but how people consume

their beer and other beverages. Saint Arnolds wants to increase the satisfaction of

drinking beer and cold beverages by introducing innovative products like the electronic

cooler and the electronic coaster. We want to innovate what people drink and how they

drink it. Saint Arnolds wants to become the most dominate beer and beverage

consumer innovator in the market.

Saint Arnolds wants to get the jump on the market and other competitors. Saint

Arnolds might not be the first to make a new innovative product like the electronic

cooler, but we want to be able to strive for making other new products and driving the

cost down of old ones. We want to improve the safety of our alcohol consuming

customers by innovating new ways of getting people breathalyzers.

Saint Arnolds believes that providing the customer with outstanding beverages

isn’t enough. We believe that we need to provide products that help enhance the


quality, safety, and enjoyment of these beverages. We want to provide these products

to the middle class audience at a reasonable price. For Saint Arnold’s production of new

outstanding products we use a top notch design team, high quality material, and good

distribution methods to reach and satisfy all of our audience. Saint Arnold’s goal is to

make the consumption of beverages undeniably better and to make our customers as

happy as they possibly can be.

IV. Company Fit

The electronic cooler helps reinstate Saint Arnold’s idea of improving the

customer’s beverage and the ways they consume and experience it. The electronic

cooler transforms the normal cooler into an organized cooling machine with a media

center. The electronic cooler will improve tailgating experiences, sporting events,

traveling, camping, and will be a backup plan in case of a natural disaster.


The electronic cooler targets consumers who like to travel, sporting events,

tailgating, and camping. The electronic cooler gives the convenience of carrying your

food and beverages along with you while keeping them cool, and as an added bonus

feature it includes a stereo. There is a lot of space inside of the cooler, and it also

contains racks so you can keep your belongings organized. The cooler also entertains

people who like to listen to music or want to listen to the radio for daily news. There has

yet to be a cooler quite like ours. The electronic cooler like other Saint Arnold’s products

will give us a competitive advantage.


VI. Features, Functions, and Benefits of the Innovation Concept

The electronic cooler has three main features. The first feature is that it helps you

transport your food and beverages wherever you want. The electronic cooler is

relatively small so you can throw it in the back of your car or carry it quite easily. The

electronic cooler can stored away relatively easy because of its size.

The second main feature is that it keeps your beverages and food cold while on

the go. The two large fans blow cold air into the cooler keeping the items cold and

edible for long periods of time. This feature is ideal if you go to a children’s sporting

event and you’re carrying snacks for them. When you go camping or fishing it keeps the

containing items cold, or if you just want to go tailgating.

The third main feature is its removable racks and ice maker. The removable

racks have the ability to keep everything that you put into the cooler organized and

clean. The ice maker makes ice for your beverages while also cooling the cooler at the

same time. These two items are essential if you’re throwing a party or throwing a

special event.


The electric cooler will have better reviews and be looked at as a better product

than the competitors because of all the features that it has. No company has yet to

make a cooler that can be as organized, compact, and entertaining as ours is. The

removable racks and ice maker are the two features that put us a step ahead of the


game, and will change the future market. The electronic cooler can easily be taken from

location to location.


The risks of the electric cooler malfunctioning or breaking are considerably low.

Saint Arnolds provides a seven year warranty for the expected lifespan of the cooler.

The possibility of the electric cooler breaking is very low because of the durable plastic

that it is built out of. We also include an instruction manual that provides information on

how to operate the cooler, the warranty, and other Saint Arnolds products that the

customer might be interested in.


Date: 07/29/2013Semester-Year: Summer 13Team Number: 02Submitted by: Yang ZhouInnovation: Decomposable triangular prism package of can beers

I. Innovation Type

With the progression of technology, many aspects in the package of beers are

growing more healthy and convenient. However, some functions are currently limited. As

of right now, there is no effective beer packaging that can meet the requirement of

customers to enhance function, and protect environment at the same time. The

decomposable triangular prism beer package would be described as a discontinuous


innovation as it is new to the world and addresses a need that has not been addressed

before.

II. Innovation concept

Our decomposable triangular prism packages are composite combining

decomposable plastic and paper, not the regular only glass or aluminum can packages.

We design the can body made by paper, and outside and inside of the can would be

made by decomposable plastic. Moreover, our new can body is not the original cylinder.

We will be the first company who designs beer can body as triangular prism. With the

improvement of technology, our new decomposable triangular prism package of beers will

be greatly sought after by a customer who is up to date with the way technology is

progressing. Our decomposable triangular prism packages could pursue safety, health,

convenience, and environmental protection all in one.

A. It must provide an overt benefit a user

Our decomposable triangular prism package of canned beers will be good for

customers because it can simple to use, and improves the beers safety. We will be the

first company who designs beer can body as triangular prism. They can keep better

stability. For example, because the bottom of our can body is triangle—a very stable

shape in the natural world, it can be more difficult upset than regular cylinder package.

Moreover, our decomposable triangular prism package has a special bottom design of

decomposable plastic to protect the liquid from upsetting. When people have drank

almost all of the beer, the total mass of can will become very light, so the beer may be

easily upset. However, our new can package won’t allow this to happen due to the ability


of the decomposable plastic bottom to adhere to the table. Second, our decomposable

triangular prism packages are convenient for everyone to carry or store. For instance,

whoever you are; manufactories, retails, or customers, you can use the same space to

store double the beer cans because our decomposable triangular prism packages can fit

together with no wasted space as cylinder beers have when packed together.


Our decomposable triangular prism packages will be unique and not easy to

imitate because it is universal and will be patent protected. First, our decomposable

triangular prism packages are special because our design will be manufactured to our

decomposable triangular prism package for all beer bottles, so they will become the most

universal and convenient one at the time. In other words, our company believes that our

decomposable triangular prism packages can occupy the market without any true

competitor. Additionally, our company will choose patent protection. Even if we cannot

hold the whole market one day, we will benefit from selling our decomposable triangular

prism packages under a patent.

C. It is feasible and be implemented

It will be feasible and be implemented because it caters to a population’s demand

for convenience and it can be implemented given the flexibility and creativity already

displayed by several other useful beverage package that have entered the market.



Cost will be covered, and benefit will be huge by our decomposable triangular

prism package’s control in the market. First, after financial analysis, designing our

decomposable triangular prism packages won’t cost too much because the company can

take what’s already been created by initial beverage package manufactory and the

decomposable triangular prism package it to our product. Moreover, before we put our

decomposable triangular prism packages in the market, we communicate with major

retails and customers to match our decomposable triangular prism packages up with their

specifications. Therefore part of a research grant will be paid by customers and retails.

Second, our decomposable triangular prism package has two advantages: utility and

small profits, but quick turnover. People always choose good tools to simplify their work.

Moreover, if a family uses it, it means every family member has to purchase it.

E. It offers a complete value proposition

Target market: all beer drinkers. Our decomposable triangular prism

packages are not only used by beers, but they also can apply to other bottle

beverage, such as the Saint Arnold non-alcoholic Root Beer. The packages don’t

have limit of age or gender.

Benefit offered: because our breakthrough beer packages can also monitor

and report information of beer drinking equipment service condition, some families

which have old people or children will purchase it to strengthen liquid security

coefficient.

Estimated initial pricing: our decomposable triangular prism packages can

offer a complete value proposition by catering to a customer’s mentality. First, the


prices of our decomposable triangular prism packages will be our decomposable

triangular prism packages appropriate. We believe that a fresh beverage package

can attract those who use our decomposable triangular prism packages for the first

time.

III. Company, products, Markets

For the Saint Arnold company to launch into a new market, it is best to understand

the overall attractiveness of the industry before investing. It tells that the industry is

extremely competitive. Throughout this analysis the current our decomposable triangular

prism packages industry, opportunities and threats will be classified. Several opportunities

are opened to Saint Arnold in building the decomposable triangular prism packages.

The first opportunity is that the decomposable triangular prism packages market is

still in its growing stage. It means our decomposable triangular prism packages builders

will have a higher chance to make profit out of the highly demanding market. Second, the

market is not yet mature, and there are many opportunities for our decomposable

triangular prism packages builders to maximize their creativity. Last, some big our

decomposable triangular prism packages company can outsource labor for development.

This industry does not require developers to work physically within a company; therefore

a company can be flexible and have access to talented people in other countries.

On the other hand, there are couples of threats in the decomposable triangular

prism packages market. First, the barriers to entry are low. It requires only a small

investment in developing our decomposable triangular prism packages; therefore there


are thousands of developers competing in the market to take the chance of being

successful with only a few actually achieving said success. Second, bargaining power of

developers is low. There are only few main platforms in the current market for developers

to list our decomposable triangular prism packages. They will earn commission on each

customer purchase. However, to have that commission they need a strong marketing plan

and be ready for competition in an open auction. In any market, there always are

opportunities and threats. The key of success is to carefully analyze the market before

deciding on whether to enter a market or not. The decomposable triangular prism

packages industry is competitive but it is filled with great opportunities of success;

therefore our group decides to enter this market with our brilliant market plan and

excellent our decomposable triangular prism packages function.

V. Intended target market and competition

As with all latest and greatest technology shown today it is easy to see that the

market niche for our decomposable triangular prism packages would most likely be

younger tech savvy individuals. In an actual setting where knowing the market niche

would become necessary, our group would most likely send out surveys to a relatively

small sample size (local neighborhoods, retails etc.) and ask them to see if this would be

an our decomposable triangular prism packages they would consider using. While giving

the surveys we would make sure to describe the decomposable triangular prism

packages, how it’s different from anything else on the market currently and the ease of

accessibility so we can possibly broaden our target market.


Using the results from the surveys our group would compile the data and find an

effective range of that which describes who would be most likely to use and purchase this

our decomposable triangular prism packages. I would classify the data by age, gender,

socioeconomic background, and how much they currently use our decomposable

triangular prism packages. After gathering and analyzing the data, I would expect to see

that our target audience we be those in their early thirties, most likely office workers or

some recent graduates who already carry a fascination with the newest electronics and

would welcome with open arms an our decomposable triangular prism packages that

could potentially make their drinking easier.

IV. Company fit

If we can successfully reach this market and having positive feedback from the our

decomposable triangular prism packages out of the gate, then we run the possibility of

having our target audience expand to the more casual less savvy buyer who can still see

the usefulness in our product. Knowing our market, the people who love the micro-craft

brewery Saint Arnold, we could proceed to make advertisements and sell our product in a

way that would our decomposable triangular prism packages to our target audience. For

the most part our market niche is easy to see, our job as a team and company would be

standing out to this group of individuals that is already catered by so many in the

technological industry. Saint Arnold is committed to delivering the freshest beer to

consumers possible, and this new package would guarantee freshness.


VI. Features, functions, and benefit of the innovation concept

Facing increasing competition on beer and beverage package market, our

company constantly thinks of ways to win the battle. We research successful precedents,

analyze potential competition, reform existing product continuity, and create new

functions. Focusing on decomposable triangular prism package of beers, we try to realize

users’ life quality optimization, and maximize company revenue. We always ask ourselves

those three questions. “Why do customers want to use our decomposable triangular prism

packages?”, “Why do customers only want to use our decomposable triangular prism

packages?”, and “Why do customers still want to use our decomposable triangular prism

packages?” According to the above questions, we enumerate four points as our

competitive advantages:

1. Our decomposable triangular prism packages is completely universal because they

apply to all the bottle beer design available in America (Lite, BUD, Pabst etc.)

2. Our decomposable triangular prism packages are more easily recycled because the

material of our decomposable triangular prism packages is almost paper. After anyone

drinks all his/her beer, he/ she just needs flatten the beer can by hand, then drop it into a

recycling bin. Our packages are easy to recycle, and can be much easier than heavy,

wasteful glass beer bottles.

3. Our decomposable triangular prism packages are more safely reused than the other

beer packages. Through repeated tests, our decomposable triangular prism packages

can be resealed after reusing 20 times, so society can use our decomposable triangular

prism packages without worrying about wasting resources.


4. Our decomposable triangular prism packages are used easily and conveniently for the

whole customer group. We offer several our decomposable triangular prism packages to

focus on different customers (for example old people and the disabled). For instance, we

design a product of our decomposable triangular prism packages to service the blind.

Blind customers may always upset beer can when they grope their beers. However they

won’t worry anymore if they drink beers with our packages. First the bottom of our can

body is triangle, so it can be more difficult upset than regular cylinder package. Second,

our decomposable triangular prism package has special bottom designing by

decomposable plastic to protect from upsetting because its decomposable plastic bottom

is still adhere to table. Our decomposable triangular prism packages will insure that

different customers enjoy the same simplify life.

With the advantage listed above, our company is confident in competing with other

strong competitors. However, we won’t stop. We will be always faster and sharper in this

market. We research some existing management system to reduce cost by new

technology or supply chain management. Before we produce our decomposable

triangular prism packages, we did survey to make sure we have enough useful

information in order to produce and our decomposable triangular prism packages that

meet our customers’ need. We will do our best to create the top brand of decomposable

triangular prism packages.

VII. Competitive differentiation of the innovation concept


When it comes to developing and creating a niche market you must worry about

developing a unique and creative product, but you also must listen, learn, and watch

what your competitors are doing. This is a key and important step in developing any type

of product; you must realize who your competitors are and who your competitors could be

in the future. To accomplish knowing what competitors are doing you must do research

and establish 1-2 main competitors and then establish 3-4 would-be or smaller

competitors to have around a total of 4-6 companies that you have your eye on. As of

right now there are some companies out there trying to develop the technology of beers

or other beverage package, yet each of them is either extremely expensive or difficult to

operate. Some retailers, WALMART and HEB just to name a few, are necessary to the

Saint Arnold competitive differentiation as the beers will be sold at the locations. Each of

these retails are universal and the same, they provide our decomposable triangular prism

packages through future beer selling yet they are all the same product and they all force

you to continuously buy a product to be up-to-date. The beer package will allow the Saint

Arnold brewery to stand out.

VIII. Critical risks and limitations

First, the barriers to entry are low. It requires only a small investment in

developing our decomposable triangular prism packages; therefore there are thousands

of developers competing in the market to take the chance of being successful with only a

few actually achieving said success. Second, bargaining power of developers is low.

There are only a few main platforms in the current market for developers to list our

decomposable triangular prism packages. They will earn commission on each customer

purchase. However, to have that commission they need a strong marketing plan and be


ready for competition in an open auction. In any market, there always are opportunities

and threats. Therefore our group decides to enter this market with our brilliant market plan

and excellent our decomposable triangular prism packages function.


Date: 07/18/2013Semester-Year: Summer 13Team Number: 02Submitted by: Robert McDonaldInnovation: Tip Proof Bottles

I. Innovation Type

Tip Proof Bottles will remake the bottle for Saint Arnolds Brewing Company by

not worrying about any spills. This concept is a continuous innovation.


A. Concept must prove an overt benefit to user

The Tip Proof part of the bottle consequently, would make it easier to have at a

party, bar or any large crowded event that would have Saints Arnolds and not worry

about bumping into someone's stationary bottle. The bottle would wobble, but there

would be no spill.



When it comes making and remodeling your product you have to be concerned

about developing a unique product, but you must pay attention, hit the books and watch

to what your competitors are doing. The Tip Proof Bottle makes this idea difficult to

duplicate, as it has an inimitable Tip Proof effect where currently no company has these

to features on the market today related to drinks or bottles.


Tip Proof beverages is still in its growing stage, which means that it will have a

greater chance to make profit out of the highly demanding market. Tip Proof Bottle

would be easily implemented by Saint Arnolds. The company would get in touch with

their distributor in order to do some modifications to the bottle itself. The tipping

technology, an example by which would come from a toy called “roly-poly” that is round,

with the bottom similar to a semicircle. Many roly-poly toys are hollow, with a weight

inside the bottom. It has a center of mass below the center of the hemisphere, so that

any tilting raises the center of mass. “When such a toy is pushed over, it wobbles for a

few moments while it seeks the upright orientation, which has equilibrium at the

minimum gravitational potential energy." (Mashpedia 2012).

D. Concept's return exceeds its cost

Cost will be covered and profit will be a massive buy from The Tip Proof Bottles

technology. Crafting this feature wouldn’t cost much at all because the reason is simple;

we would just take what Saint Arnolds have already made and apply it to our innovation.

E. Concepts Offers a Complete Value Proposition


Tip Proof Bottles Proposition:

Target Market: Beer consumption is overwhelmingly male-dominated but

the target market is Men & Women

Benefits Offered:

1. Wobbles in circles without spilling a drop; even when bumped.

2. Clumsy consumers who may have a high amount of alcohol in them

already will knock over their bottles less, creating less hassle and problems for

bar workers and home owners.

Initial Estimated Pricing: Pricing for the Tip Proof Bottle would be slightly

higher when transitioning.

The Tip Proof Bottles offers a important proposition mainly due to its non-

spill technology. It allows you to never worry about spilling and accidentally

bumping your bottle again.


Saint Arnolds Brewing Company with roughly 59 craft brews is the heart and soul

of Texas, being that it's Texas oldest craft brewery. Saint Arnolds Brewing Company

has an old tradition of making cask ales, a style of beer not seen distributed in Texas

since prior to Prohibition. Saint Arnolds Brewing Company is adaptable that nearly any

area (i.e. bar Club Store, Convenience Store, Drug Store, Grocery Store, Liquor Store,


Nightclub/Bar, Sit-Down Restaurant and Stadium/Arena) can become superior with any

of Saint Arnolds Brewing Company's beer.

This company is innovative and favorable that one wonders why the non-

microbreweries haven’t tried to buy them out. "Our first keg of beer was shipped on

June 9, 1994. Founded by Brock Wagner and Kevin Bartol, we chose Houston because,

other than living here, this was the largest city in the country that did not have a

microbrewery. Brock was a longtime home brewer and had considered opening a

brewery as far back as college." (Saint Arnold Brewing Company n.d.). Brock develops

the recipes for the Saint Arnold beers based on his own home brewing experience with

rich malty, creamy flavors and no shortage of hops. Brock's objective was to collectively

search out for innovative, detail oriented and overall good individuals, like the teams

well know brewer, Vince Mandeville a master of brewing. Brock and his associates have

made progress in the targeting major markets in the Louisiana and Texas. "From St.

Arnold, the oldest brewery in Texas, to the new microbreweries popping up in Austin

every other day, Texas is quickly becoming a beer heaven. It's also one of the fastest

growing states when it comes to craft beer, so expect the Lone Star State to be moving

up the list in years to come" (Usatoday 2013). Saint Arnolds Brewing Company goal is

to "brew world class beers and deliver them to our customers as fresh as possible

making them the best beers in Texas and Louisiana. Our customers are beer lovers -

people that appreciate great, full-flavored beers" (Saint Arnold Brewing Company n.d.).

IV. Company Fit


With this Tip proof technology the Saint Arnold brewery will have resolved the

greatest issue; spilled beer! By Increasing this item for consumption and by discovering

this new venture the company will sustain its viable edge for profit. (Morris et. al., 2008)


Tip proof isn’t as costly as one might think; the target market is large and can

captivate any initial cost which would make the innovation more profitable. Corporate

titans, families, and even bars/clubs would find this essential asset that cannot be

fulfilled by normal bottles.

There is no current competition in the market for tip-proof bottles. It would be

beneficial to the Saint Arnold brewery to implement this innovation to get a buyers

frenzy going and make the initial profit before any competition can try to replicate the

innovation.

VI. Features, Functions and Benefits of the Innovation Concept

The Tip proof bottle has a precise feature that has "non-tip effect" the bottom of

this bottle is unique and provides a feel of confidence enough to place it on your table or

counter top. The tipping technology, an example by which would come from a toy called

“roly-poly” that is round, with the bottom similar to a semicircle. Many roly-poly toys are

hollow, with a weight inside the bottom. It has a center of mass below the center of the

hemisphere, so that any tilting raises the center of mass. “When such a toy is pushed


over, it wobbles for a few moments while it seeks the upright orientation, which has

equilibrium at the minimum gravitational potential energy." (Mashpedia 2012).

Benefits include a decreased risk of spilled beer, less broken glass, and help for

clumsy patrons who become intoxicated.


If you look for the roly-poly technology, the majority of things that would come up

would either be whiskey glasses or the actual roly-poly toy itself. Most companies which

design it would be extremely difficult to get the non-spill effect which makes our project

excellent. An issue Saint Arnolds Brewing Company recognizes our customers have

had, we will certainly be taking care of them in the desire that they will have less

accidents associated with drinking the beverages.


The most important risk with the Tip proof concept is the development of the

product itself. Accurate engineering will be key in order to efficiently and effectively.

The main limitation would be the customers seeing a use for this product. The

cost of designing this would make customers wonder if the beverage price would

increase due to the new feature for the people. To get over that limitation, we would get

people talking about it by social media or any form of advertisement. Lastly we would

skip the long features that have been listed and actually show and highlight how ease

and useful it would be.


Nevertheless, be aware that if someone loves knocking it back and forth, pulling

it closer when they’re it’s rolling around on the floor, table etc. and wants to test it to see

if it spills the drink they definitely will. This innovation will continue past where the

modern bottle has stop.


Date: 00/00/10Semester-Year: Summer 2013 Team Number: 02Submitted by: Priyanka PatelInnovation: Breathalyzer Beer Opener

I. Innovation Type

The breathalyzer is an innovation that fits into the new product line category. It’s

an improved breathalyzer which will help keep citizens in a safer situation even when

they want to enjoy their favorite beer. Attached to the product at the bottom will be a

beer opener so they breathalyzer can be around you even when you want to simply

enjoy a couple of beers. If our company is able to provide this product for a decent cost

as well as a beer opener on the other end, it can turn to be very valuable to customers.

The fact that the product will be used to open beers will keep the main part

(breathalyzer) around them as well as a reminder.

I. Innovation Concept

Drinking beer can become a danger towards the ones drinking and the ones that

are not. Many outcomes, such as drinking and driving, cause major accidents that can


occur. This is a subject which hasn’t been stressed upon lately. Even though it is all on

the drinkers hands, our company believes we can help prevent this, as a responsible

beer company, by selling breathalyzers which also contain a beer opener on the bottom.

With the breathalyzer around the customer, they can check how much alcohol is in their

bodies in order to figure out if they are okay to drive home or not. It can also help

measure ones that enjoy drinking their favorite beer, but would like to stay in control for

their well being.

A. Concept must provide an overt benefit to a user.

All beer customers love to enjoy their surroundings while enjoying a nice beer,

but there is always an issue when it comes to heading home from a party or get

together. The amount of stress, possible accident, etc. can be saved by simply taking

the breathalyzer test which can notify them of their situation. This was the drinker may

be able to make a decision on whether it’s okay for them to head home or not.

B. Concept is unique and not easy to imitate.

From doing some thorough research, there are many breathalyzers available but

for one to buy such an expensive product may be a problem. The breathalyzer will be

easy to carry around because it includes a beer opener at the bottom.

C. Concept is feasible and can be implemented.

The breathalyzer is highly feasible and logical because there are many

customers out there that want to know if they are okay to drink more or not. It is logical

because everyday beer customers wonder whether it I okay for them to have another

beer or not.

D. Concept’s Return exceeds its cost


When looking at the various amount of damage that can be caused by drinkers

without awareness of how much alcohol is big. The breathalyzer has great potential for

saving a beer drinker from any unacceptable problems taking place.


Breathalyzer Value Proposition Statement:

Target Market: Beer customers, mainly ones who have to drive

somewhere after drinking, ones with health problems, or places to go after

drinking. Our company wants to target the customers in need who want to enjoy

beer and also be safe and responsible.

Benefits Offered:

1. Assurance when one needs to head to a different location after

having some beers.

2. Convenience in terms of having a good reliable tool that can notify

you and your alcohol level in your body.

3. Great amount of relief in terms of knowing how intoxicated you are.

4. Keeps you and everyone around you safe.

Estimated Initial Pricing: Price is expected to be at $19.99.

The value proposition offered is that the breathalyzer is a practical solution

for a majority of alcohol consumers out there. It does relieve everyone one fears

when drinking. The advantage of knowing how much alcohol is in you will bring

a great reduction in unwanted situations. The product itself is highly expensive

but our travel size breathalyzer attached to the beer opener is relatively cheap

compared to any regular breathalyzer. This is because we are manufacturing a


travel size one which is made the same as anyone but in a smaller size causing

the price to also stay low.

II. Company, Products, Markets

It is really clear that no matter where you go, blowing into a breathalyzer and not

meeting the requirements can send you straight to trouble. Why go through all this

trouble when you can own a personalized one which can keep you on check and

prevent you from causing wrecks or being irresponsible?

Not only may over-drinking hurt others as well as yourself, but it could bring you

to a financial crisis. The consequences of getting into an accident, hurting others, or

getting a DUI are horrible. Now the price of a breathalyzer definitely sounds better than

the price you could be paying for a life time. This breathalyzer can save you from many

situations.

It’s clear that drunk driving is against the law everywhere yet it still happens.

Why not help this situation which will benefit not only the lawmakers but also the ones

attempting to intentionally or unintentionally breaking the law.

III. Company Fit

Adding this product to our beer company will bring a great view on our business

as well. This product will help ensure others that we do want our beer to be consumed

as well as the consumers being safe.

IV. Intended Target Market and Competition


This product will be a decent cost in which will be affordable for majority of beer

customers. There are many beer companies out there but not one which promotes

safety while having fun drinking beer i.e. the branded breathalyzer. Our team does not

see any competition in terms of a breathalyzer. Summer is here and a great amount of

customers are ready to stock up on beer for good times. The price has been set and

based on the price of online breathalyzers as well as the manufacturing costs. Our beer

company will be targeting all existing customers as well as customers of other beer

companies because not only do we care for customers to have a good time, but also for

them to be safe. This will expand a great amount of business for our company.

V. Features, Functions, and Benefits of the Innovation Concept

Breathalyzer is a great investment to make sure you have safety around you and

for personal reasons. Purchasing one would monitor your drinking in order to avoid any

consequences that may occur from driving or you can just get a simple understanding of

how much alcohol in your body. This product is extremely easy to carry around, and the

fact that there is a beer opener on the other end is another reason why it should be

around you. It is only 6’ by 7’ and rather slim, so it is not a burden to carry around.

Factors such as your muscle mass, weight, and amount of food or drinks you

have been consuming all affect the measurements of the persons alcohol level in their

blood. It's rare for one to get an exact result, but a close estimate does give you an idea

of your blood alcohol level.

VI. Competitive Differentiation of the Innovation Concept


Although a personally owned one is not as accurate as a professional one, it will

not show false results. A professional one uses cell sensors which will be provided in

our company's breathalyzers for a cheaper price. This will provide them with the most

accurate result, compared to any non-professional breathalyzer out there. It may not be

as strong with its results but it will give a broad idea to the beer consumer of where they

stand in alcohol level. ("Top four frequently,”)

Our Breathalyzer will be FDA approved to give you satisfactory results and

safety.

Our product will be capable of calculating the alcohol level percentage by simply

blowing into the breathalyzer with no contamination and it will measure the relationship

between alcohols in your blood.

VII. Critical Risks and Limitations

There are no apparent risks caused by the breathalyzer beer opener. Our team

has confirmed on the product that it would be FDA approved, and is not equivalent to a

professional Breathalyzer. The point of it is to give you a broad idea of your blood

alcohol level in order for you to take safety precautions driving home or towards your

health. There are no other risks shown in our product. We also have ensured that the

product will give its most accurate reading if you follow the instructions as well as

keeping the product mouth piece clean. ("Why a breathalyzer?," January) Our products

main purpose is safety precautions for people and health while enjoying your favorite

beer.



Date: 07/23/2013Semester-Year: Summer 13Team Number: 02Submitted by: Yang ZhouInnovation: Cap of Beers

I. Innovation Type

With the progression of technology, many aspects in the package of beers are

growing more healthy and convenient. However, some functions are currently limited. As

of right now, there is no effective cap of beers that can meet the requirement of customers

to enhance function if cap of beers. With the improvement of technology, our new cap of

beers will be greatly sought after by a customer who is up to date with the way our

technology is progressing. Our caps could pursue safety, health, convenience, and

environmental protection all in one, now who wouldn’t be interested in our caps such as

that?

II. Innovation concept

A. It must provide an overt benefit a user

Our cap of beers will be good for customers because it can simply use, and

improve beers safety. First, our caps are composite combining rubber and metal, not the

regular only metal caps. They can keep better leak tightness, and are easier opened. For

example, because inside of cap sensitive rubber, it can more tightly lock bottleneck than

regular cap. Moreover, our cap is easily opened. Everyone, although a normal girl, can


open it by hand without an opener. If people cannot drink all of their beers, they can close

those beers again by our caps, instead of opening beers always.

Second, our caps can show how fresh beers are. For instance, when one bottle of

beer is product and sealed, the cap is purple. With time going on, its color will become

blue, green, yellow, orange, and red. When caps become white, the beer already passes

its due. Therefore, when customers buy beers, they can choose more fresh beers by just

checking their cap color.


Our caps will be unique and not easy to imitate because it is universal and patent

protective. First, our caps are special because our design will be manufactured to our cap

for all beer bottles, so they will become the most universal and convenient one at that

time. In other words, our company believes this our caps can occupy the market from the

market with a lack of any true competitor. Second, our company will protect from

technology divulging while using updates to constantly better our caps. Additionally, our

company will choose patent protection. Even if we cannot hold the whole market one day,

we will get benefit from selling our caps under a patent.

C. It is feasible and be implemented

It will be feasible and be implemented because it caters to a populations demand

for convenience and it can be implemented given the flexibility and creativity already

displayed by several other useful beverage package that have entered the market, for

example, Starbucks bottle coffee.



Cost will be covered, and benefit will be huge by our caps control in the market.

First, after financial analysis, designing our caps won’t cost too much because we just

take what’s already been created by initial beverage package manufactory and our cap it

to our product. Moreover, before we put our caps in the market, we communicate with

some major retails and different customers to match our caps up with their product.

Therefore part of a research grant will be paid by customers and retails. Second, the daily

our cap has two advantages: utility and small profits but quick turnover. People always

choose good tools to simplify work. Moreover, if a family uses it, it means every family

member has to purchase it.

E. It offers a complete value proposition

Target market:

All beer drinkers. Our caps are not only used by beers, but they also can

apply another bottle beverage. They don’t have limit of age or gender.

Benefit offered:

Because a universal remote control can also monitor and report information

of beer drinking equipment service condition, some families which have old people

or children will purchase it to strengthen liquid security coefficient.

Estimated initial pricing:


Our caps can offer a complete value proposition by catering to a customer’s

mentality. First, the prices of our caps will be our caps appropriate. We believe that

a lower price can attract those who use our caps for the first time.

III. Company, products, Markets

For a new company to launch in a market, it is best to understand the overall

attractiveness of the industry before investing. The caps industry is at its booming stage in

which our caps alone earn 200 million per month on sale. It also tells that the industry is

extremely competitive. Customers can run our caps on different devices, and still have all

information updated instantly to all of these devices. Throughout this analysis the current

our caps industry, opportunities and threats will be classified. Several opportunities are

opened to people who are interested in building our caps.

The first opportunity is that the caps market is still in its growing stage. It means

our caps builders will have a higher chance to make profit out of the highly demanding

market. Second, the market is not yet mature, and there are many opportunities for our

caps builders to maximize their creativity. Last, some big our caps company can

outsource labor for development. This industry does not require developers to work

physically within a company; therefore a company can be flexible and have access to

talented people in other countries.


On the other hand, there are couples of threats in the caps market. First, the

barriers to entry are low. It requires only a small investment in developing our caps;

therefore there are thousands of developers competing in the market to take the chance

of being successful with only a few actually achieving said success. Second, bargaining

power of developers is low. There are only few main platforms in the current market for

developers to list our caps. They will earn commission on each customer purchase.

However, to have that commission they need a strong marketing plan and be ready for

competition in an open auction. In any market, there always are opportunities and threats.

The key of success is to carefully analyze the market before deciding on whether to enter

a market or not. The caps industry is competitive but it is filled with great opportunities of

success; therefore our group decides to enter this market with our brilliant market plan

and excellent our caps function.

V. Intended target market and competition

As with all latest and greatest technology shown today it is easy to see that the

market niche for our caps would most likely be younger tech savvy individuals. In an

actual setting where knowing the market niche would become necessary, our group would

most likely send out surveys to a relatively small sample size (local neighborhoods, retails

etc.) and ask them to see if this would be an our caps they would consider using. While

giving the surveys we would make sure to describe the caps, how it’s different from

anything else on the market currently and the ease of accessibility so we can possibly

broaden our target market.


Using the results from the surveys our group would compile the data and find an

effective range of that which describes who would be most likely to use and purchase this

our caps. I would classify the data by age, gender, socioeconomic background, and how

much they currently use our caps. After gathering and analyzing the data, I would expect

to see that our target audience we be those in their early thirties, most likely office works

or some recent graduates who already carry a fascination with the newest electronics and

would welcome with open arms an our caps that could potentially make their drinking

easier.

IV. Company fit

If we can successfully reach this market and having positive feedback from the our

caps out of the gate, then we run the possibility of having our target audience expand to

the more casual less savvy buyer who can still see the usefulness in our product.

Knowing our market we could proceed to make advertisements and sell our product in a

way that would our caps to our target audience. For the most part our market niche is

easy to see, our job as a team and company would be standing out to this group of

individuals that is already catered by so many in the technological industry.

VI. Features, functions, and benefit of the innovation concept

Facing increasing competition on beer and beverage package market, our

company constantly thinks how to win the battle. We research successful precedents,


analyze potential competition, reform existing product continuity, and create new

functions. Focusing on cap of beers, we try to realize users’ life quality optimization, and

maximize company revenue. We always ask ourselves those three questions. “Why do

customers want to use our caps?”, “Why do customers only want to use our caps?”, and

“Why do customers still want to use our caps?” According to the above questions, we

enumerate four points as our competitive advantages:

1. Our caps is completely universal because they apply to all the bottle beer design

available in America (Lite, BUD, Pabst etc.)

2. Our caps re-works more times than the other similar caps. Through repeated tests,

normal beer bottles can be sealed by our caps after used 2000 times, so customers can

use our caps without worrying about leakage.

3. Our caps keep more health than the other similar caps. Through repeated tests, the

surface metal will be insulated by inside rubber 2 years, so customers can use our caps

without worrying about rusty.

4. Our caps are used easily and conveniently for the whole customer group. We offer

several our caps to focus on different customers (for example children, old people and the

disabled). For instance, we design a product of our caps to service old person. Old

customers may hard to read expiry from bottle. However they can easily identify how

those beer fresh by cap color, if those beer are with our caps Our caps will insure that

different customers enjoy the same simplify life.


With the advantage listed above, our company is confident in competing with other

strong competitors. However, we won’t stop. We will be always faster and sharper in this

market. We research some existing management system to reduce cost by new

technology or supply chain management. Before we produce our caps, we did survey to

make sure we have enough useful information in order to produce and our caps that meet

our customers’ need. We will do our best to create the top brand of caps.

VII. Competitive differentiation of the innovation concept

When it comes to developing and creating a niche market you must worry about

developing a unique and creative product, but you also must listen, learn, and watch to

what your competitors are doing. This is a key and important step in developing any type

of product; you must realize who your competitors are and who your competitors could be

in the future. To accomplish knowing what competitors are doing you must do research

and establish 1-2 main competitors and then establish3-4 would be or smaller competitors

to have around a total of 4-6 companies that you have your eye on. As of right now there

are some companies out there trying to develop the technology of beers or other

beverage package, yet each of them is either extremely expensive/ difficult to operate/ or

only for one or two our level. Some retails Lite, BUD, Pabst, W ALMART, and HEB just to

name a few; we will go into detail about these companies later. Each of these retails are

universal and the same, they provide our caps through future beer selling yet they are all

the same product and they all force you to continuously buy a product to be up-to-date.


VIII. Critical risks and limitations

First, the barriers to entry are low. It requires only a small investment in developing

our caps; therefore there are thousands of developers competing in the market to take the

chance of being successful with only a few actually achieving said success. Second,

bargaining power of developers is low. There are only few main platforms in the current

market for developers to list our caps. They will earn commission on each customer

purchase. However, to have that commission they need a strong marketing plan and be

ready for competition in an open auction. In any market, there always are opportunities

and threats. Therefore our group decides to enter this market with our brilliant market plan

and excellent our caps function.

Innovation Screening Process

Qualitative Ranking Screening Method

Team 2 used the Qualitative Ranking Screening method throughout the

original evaluation of the concepts. Using their own judgment all the members of the

team ranked all nine innovations. Team 02 knew to follow all the guidelines and

required criteria during the scoring of each innovation. The team also did not have full

knowledge or intentions towards the innovations made. Once the ranks for all concepts

were added together, the concept with the highest number ranked would be the most

innovative concept. In our case, it was the Delivery concept.


Preliminary Qualitative Ranking Screening Method

Innovation Concept

Robert McDonald

Yang Priyanka Joshua Danaee Total Ranking

Zhou Patel Shea Schmiedlin

1 7 9 8 6 7 37

2 3 2 7 5 9 26

3 8 1 6 7 6 28

4 5 5 1 8 1 20

5 2 6 2 2 3 15

6 9 3 5 3 5 25

7 4 4 3 1 4 16

8 1 7 4 4 2 18

9 6 8 9 9 8 40

LegendInnovationConcept

Concept Innovator

Concept Name

1 Priyanka Patel Breathalyzer2 Robert

McDonaldTip proof

3 Robert McDonald

Shatter proof bottle

4 Joshua Shea Electric Cooler5 Joshua Shea Electric Coaster6 Yang Zhou Beer Cap7 Yang Zhou Beer package8 Danaee

SchmiedlinRecycling

9 Danaee Schmiedlin

Delivery


Furthermore, once Team 02 completed its Preliminary Qualitative Ranking, the

entire team participated in a team meeting to furthermore discuss each product and the

factors and requirements each concept should reach. Once this was complete the team

had its Final Qualitative Ranking and the results this time seemed to have turned out

different by a great amount. This in our prediction is because team 02 became more

familiar with the concepts and guidelines. With more knowledge and understanding of

each concept and the guidelines it should meet, the results were brought to a different

result. The Final Qualitative Ranking resulted that the Breathalyzer Beer Opener was

the most innovative concept.

Final Qualitative Ranking Screening Method

Innovation Concept

Robert McDonald

Yang Priyanka Joshua Danaee Total Ranking

Zhou Patel Shea Schmiedlin

1 6 8 9 9 8 40

2 9 3 5 3 5 25

3 3 2 7 5 9 26

4 2 6 2 2 3 15

5 1 7 4 4 2 18

6 8 1 6 7 6 28

7 4 4 3 1 4 16

8 5 5 1 8 1 20

9 7 9 8 6 7 37


Weighted Multifactor Matrix Screening Method

Additionally, our team put all 9 concepts into furthermore intense reviewing. The

weighted Multifactor Matric Screening Method was chosen to check the concepts with

depth. In this process our team focused on three main categories: Product, Market, and

Financial. Evermore, these categories were broken into 20 subcategories. From there

Team 02 calculated which of the subcategories seemed to shape the concepts up the

best and most practical for the concepts. According to the results of Team 02’s

weighted ranking system, Uniqueness, buyer’s needs, creativity, and market share

seem to have the most need/weight. This being said the most important to bring a

successful result for the innovation concept.


Concept Innovator

Concept Name


McDonaldTip proof

3 Robert McDonald



SchmiedlinRecycling

9 Danaee Schmiedlin

Delivery


If an innovation is unique, it can help in a great way, uniqueness determines a

lot. Our team is in belief copying another product is not an effective way of bringing

success to the company. We believe catching everyone’s attention in the market with

our product is what will differentiate our company from others. What a buyer may want

and need are recorded and ranking to be a priority in our charts. To Team 02, fully

satisfying a consumer is extremely important in order for Saint Arnolds to figure out its

success with the concepts. This seemed to lead to a clear pathway to the product with

more demand, which will bring rather more success. Hand on hand with being unique is

the creativity of a concept. To be creative in order to make a product unique is

important. This will cause the consumers to have interest and curiously towards the

product and a need to get to know it better. Lastly, the product/concept should be able

to grab the attention of a majority of the market for beer.

The team seemed to have focused the least amount on the Legal Factor and

Duration of Sale. The Legal Factors do not seem to take a big part in the consideration

of figuring out that the breathalyzer was the best concept. The team feels highly

confident that they winning product, The Breathalyzer Beer Opener will bring a great

legal review. To constant repeat this product would not be necessary because, this

concept brings on the attention of every alcohol consumer, not just beer consumers.

This does lead to a consumer only purchasing the product once, due to the long term

factor it carries.

Furthermore, we did not scale costs in our Weighted Multifactor Matrix. The

comprehensive due diligence and exhaustive would be the main factors the team needs


to properly figure out that area. To resist from Team 02 guessing, the team did not rank

the financial categories and in result brought their attention to affordability of the

concept for the consumer.

When the process was complete, all members of Team 02 voted and ranked all

areas on a scale of 1 through 10. A proper score was generated from this Matrix by

multiplying the weight by the score it received. Now that the team was used to the

ranking system, it was an easier process to figure out the ranking. This created the

scores which were then compared to figure out the greatest innovation concept to utilize

for the company. By using this entire process, Team 02 was brought to the conclusion

that the Breathalyzer Beer Opener was the best innovative concept made for the

company.

Multifactor Matrix Criteria Definitions

Product

Feasibility: the innovation is a realistic and viable idea

Time to market: the innovation is able to enter the market quickly

Uniqueness: the innovation is distinctive and one of a kind

Creativity: the innovation has upgrade capacities in the future

Raw materials: the construction of the innovation utilize raw materials as opposed to

synthetic, materials

Market

Growth potential: the innovation has the ability to expand and develop

Beneficial: customers receive great benefits from the innovation


Buyer needs: the innovation meets the customer’s needs and requirements significant

portion

Market size: a large number of consumers have a demand for the innovation

Competitive: the innovation surpasses current competitive products

Brings Buyers: the innovation appeals to new or additional consumers

Comprehensive: the innovation completely addresses the consumer’s needs and

demands

Logical: the innovation is reasonable and makes good commonsense

Duration of sales: the innovation has a long sales cycle

Financial

Legal factors: the innovation has minimal legal ramification

Affordability: the innovation is reasonably price

Competitively priced: the innovation is priced within the range of its competition

Low risk: the innovation has a low risk for failure

Criteria Weight Product Score

0-10

Weighted Score

Product Criteria

Product Uniqueness 12 8 96

Use of Existing Facilities 5 7 35

Patent Position 7 5 35

Servicing Requirements 4 9 36

Technical Feasibility 8 8 64


Technical Know-how 6 7 42

Legal Considerations 5 6 30

Availability of Raw Materials

9 8 72

Market Criteria

Market Size 13 7 91

Market Growth Potential 9 9 81

Valid Customer Need 7 9 63

Distribution Requirements 6 6 36

Market Line 4 5 20

Financial Criteria

Cost of Entry 8 7 56

Profit Contribution 9 7 63

Capital Requirement 6 5 30

Return on Investment 7 7 49

Financial Risk 3 7 21

Total Weight: 128 Total Weight Score: 921

Normalized Score 7.19

(Total Weighted Score/Total Weight) (921/128)

Weighted Multifactor Matrix Summary, description


Weighted Multifactor Matrix　

Priyanka Patel　

Criteria

We

ight

ed

Product IC#1 IC#2 IC#3 IC#4 IC#5 IC#6 IC#7 IC#8 IC#9

Feasibility8 4

32

864

540

216

216

432

648

756

4 32

Time to Market 4 3

12

520

728

312

416

520

416

416

6 24

Uniqueness 10

880

880

990

550

770

880

880

330

6 60

Creativity9 6

54

327

436

654

436

327

327

654

8 72

Upgradeable7 3

21

856

428

856

856

535　 0 8

56

6 42

Raw Materials 6 7

42

954

530

318

318

212

848

530

5 30


Growth Potential 6 5

30

212

742

530

424

212

318

742

9 54

Beneficial5 7

35

420

945

945

525

315

420

420

3 15

Buyers Needs

10

880

880

330

880

220

220

330

990

5 50

Market Share9 2

18

654

436

545

654

545

436

545

8 72

Market Size8 4

32

756

216

756

756

972

648

324

3 24

Competitive8 5

40

756

864

864

972

432

756

540

6 48

Brings Buyers 4 5

20

416

832

416

312

520

2 8 728

9 36

Comprehensive 4 6

24

936

520

2 8 416

624

520

832

5 20

Logical3 8

24

2 6 721

3 9 618

3 9 721　 0 4 12

Duration of Sales 2 2 4 4 8 9

18

510

2 4 510

816

918

7 14

Legal Factors1 4 4 8 8 3 3 2 2 7 7 3 3 7 7 3 3 6 6

Affordability4 7

28

2 8 520

312

312

728

520

520

7 28


Competitively Priced 7 8

56

749

642

535

428

428

428

749

4 28

Low Risk6 6

36

424

742

6 　 212

848

742

636

7 42

Total Weighted 672 734 683 618 572 572 589 689 709

Normalized 5.55 6.07 5.64 5.11 4.73 4.73 4.87 5.69 5.86

Weighted Multifactor Matrix

Joshua Shea

Criteria

We

ight

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Sco

re

We

ight

ed


Concept Innovator

Concept Name


McDonaldTip proof

3 Robert McDonald



SchmiedlinRecycling

9 Danaee Schmiedlin

Delivery


Product IC#1 IC#2 IC#3 IC#4 IC#5 IC#6 IC#7 IC#8 IC#9Feasibility 8 3 2

43 2

46 4

85 4

04 3

24 3

24 3

27 5

64 3

2Time to Market

4 5 20

6 24

4 16

6 24

5 20

5 20

6 24

4 16

4 16

Uniqueness

10

3 30

7 70

7 70

7 70

7 70

8 80

8 80

3 30

5 50

Creativity 9 5 45

8 72

4 36

6 54

5 45

3 27

4 36

6 54

8 72

Upgradeable

7 7 49

4 28

3 21

6 42

8 56

5 35　 0 8 5

66 4

2

Raw Materials

6 9 54

3 18

6 36

7 42

3 18

2 12

7 42

5 30

5 30

Growth Potential

6 6 36

5 30

8 48

6 36

4 24

2 12

7 42

7 42

8 48

Beneficial 5 4 20

4 20

5 25

3 15

5 25

3 15

9 45

4 20

7 35

Buyers Needs

10

6 60

5 50

3 30

5 50

2 20

2 20

7 70

9 90

5 50

Market Share

9 7 63

6 54

6 54

6 54

6 54

6 54

9 81

5 45

7 63

Market Size

8 3 24

7 56

7 56

9 72

7 56

7 56

4 32

3 24

3 24

Competitive

8 8 64

7 56

4 32

4 32

9 72

7 56

3 24

5 40

6 48

Brings Buyers

4 9 36

4 16

7 28

6 24

3 12

5 20

2 8 7 28

9 36

Comprehensive

4 6 24

5 20

5 20

5 20

4 16

6 24

6 24

8 32

5 20

Logical 3 5 15

6 18

7 21

4 12

6 18

3 9 7 21　 0 4 1

2Duration of Sales

2 8 16

3 6 9 18

6 12

2 4 5 10

8 16

9 18

7 14

Legal Factors

1 9 9 5 5 3 3 8 8 7 7 3 3 3 3 3 3 6 6

Affordability

4 6 24

3 12

5 20

5 20

3 12

7 28

5 20

5 20

7 28

Competitively Priced

7 4 28

7 49

6 42

3 21

4 28

4 28

4 28

7 49

4 28

Low Risk 6 7 42

4 24

7 42

6 　 3 18

7 42

7 42

3 18

5 30

Total Weighted 683 652 666 648 607 583 670 671 684


Normalized 5.64 5.39 5.50 5.36 5.02 4.82 5.54 5.55 5.65


Robert McDonald

Criteria

We

ight

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Product IC#1 IC#2 IC#3 IC#4 IC#5 IC#6 IC#7 IC#8 IC#9Feasibility 8 6 48 8 64 5 40 2 16 2 16 4 32 3 24 3 24 4 32Time to Market 4 5 20 5 20 5 20 3 12 4 16 5 20 4 16 4 16 5 20

Uniqueness 10 8 80 8 80 4 40 5 50 7 70 8 80 6 60 6 60 9 90

Creativity 9 9 81 3 27 7 63 7 63 4 36 3 27 5 45 8 72 9 81Upgradeable 7 4 28 8 56 4 28 6 42 4 28 5 35 8 56 6 42 6 42

Raw Materials 6 3 18 9 54 7 42 6 36 7 42 6 36 8 48 5 30 5 30

Growth Potential

6 5 30 2 12 7 42 6 36 9 54 8 48 3 18 7 42 7 42


Concept Innovator

Concept Name


McDonaldTip proof

3 Robert McDonald



SchmiedlinRecycling

9 Danaee Schmiedlin

Delivery


Beneficial 5 6 30 4 20 9 45 4 20 5 25 7 35 4 20 4 20 3 15Buyers Needs 10 5 50 6 60 3 30 8 80 2 20 6 60 3 30 9 90 7 70

Market Share 9 7 63 8 72 4 36 5 45 5 45 4 36 4 36 5 45 6 54

Market Size 8 4 32 5 40 2 16 7 56 7 56 6 48 6 48 3 24 7 56

Competitive 8 6 48 4 32 8 64 8 64 8 64 7 56 7 56 5 40 4 32

Brings Buyers 4 8 32 3 12 8 32 4 16 5 20 4 16 2 8 4 16 6 24

Comprehensive

4 6 24 6 24 5 20 7 28 6 24 6 24 5 20 5 20 5 20

Logical 3 8 24 8 24 7 21 5 15 7 21 3 9 7 21 7 21 4 12Duration of Sales

2 2 4 4 8 9 18 4 8 5 10 5 10 8 16 7 14 6 12

Legal Factors 1 4 4 6 6 3 3 7 7 6 6 3 3 7 7 5 5 4 4

Affordability 4 7 28 2 8 4 16 8 32 8 32 7 28 4 16 5 20 3 12


7 8 56 7 49 6 42 5 35 6 42 4 28 8 56 7 49 6 42

Low Risk 6 6 36 4 24 5 30 6 36 6 36 8 48 7 42 6 36 7 42Total Weighted 736 692 648 697 663 679 643 686 732Normalized 6.08 5.72 5.36 5.76 5.48 5.61 5.31 5.67 6.05


Concept Innovator

Concept Name


McDonaldTip proof

3 Robert McDonald



SchmiedlinRecycling

9 Danaee Schmiedlin

Delivery



Yang Zhou

Criteria

We

ight

Sco

re

We

ight

e dS

core

We

ight

e dS

core

We

ight

e dS

core

We

ight

e dS

core

We

ight

e dS

core

We

ight

e dS

core

We

ight

e dS

core

We

ight

e dS

core

We

ight

e d


Uniqueness 10 4 40 7 70 6 60 5 50 4 40 4 40 6 60 5 50 6 60


Raw Materials 6 7 42 4 24 5 30 8 48 8 48 6 36 6 36 5 30 5 30

Growth Potential

6 5 30 6 36 7 42 5 30 4 24 2 12 7 42 3 18 9 54


Market Share 9 2 18 4 36 4 36 5 45 6 54 5 45 4 36 5 45 3 27

Market Size 8 4 32 4 32 2 16 7 56 7 56 9 72 6 48 3 24 8 64

Competitive 8 5 40 7 56 8 64 8 64 9 72 4 32 7 56 5 40 5 40

Brings Buyers 4 5 20 4 16 8 32 4 16 3 12 5 20 2 8 7 28 9 36

Comprehensive

4 6 24 7 28 5 20 2 8 4 16 6 24 5 20 8 32 6 24

Logical 3 8 24 2 6 7 21 3 9 6 18 3 9 7 21 　 0 4 12Duration of Sales

2 2 4 4 8 9 18 5 10 2 4 5 10 8 16 9 18 4 8

Legal Factors 1 4 4 8 8 3 3 2 2 7 7 3 3 7 7 3 3 6 6

Affordability 4 7 28 2 8 5 20 3 12 3 12 7 28 5 20 5 20 7 28



7 8 56 5 35 6 42 5 35 4 28 4 28 4 28 7 49 4 28

Low Risk 6 6 36 4 24 7 42 6 　 2 12 8 48 7 42 6 36 7 42Total Weighted 646 645 659 623 623 554 620 651 673Normalized 5.34 5.33 5.45 5.15 5.15 4.58 5.12 5.38 5.56


Danaee Schmiedlin

Criteria

We

ight

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Sco

re

We

ight

ed

Sco

re

We

ight

ed


Uniqueness 10 5 50 7 70 9 90 5 50 9 90 8 80 8 80 3 30 6 60


Concept Innovator

Concept Name


McDonaldTip proof

3 Robert McDonald



SchmiedlinRecycling

9 Danaee Schmiedlin

Delivery



Raw Materials 6 5 30 4 24 5 30 3 18 3 18 2 12 8 48 5 30 5 30

Growth Potential

6 8 48 5 30 7 42 5 30 4 24 2 12 3 18 7 42 9 54


Market Share 9 2 18 6 54 4 36 6 54 6 54 5 45 4 36 5 45 8 72

Market Size 8 4 32 7 56 2 16 8 64 7 56 9 72 6 48 3 24 3 24

Competitive 8 5 40 5 40 8 64 4 32 9 72 4 32 5 40 6 48 6 48

Brings Buyers 4 5 20 6 24 8 32 6 24 3 12 5 20 8 32 4 16 9 36

Comprehensive

4 6 24 9 36 5 20 3 12 4 16 6 24 4 16 6 24 5 20

Logical 3 8 24 2 6 7 21 3 9 6 18 3 9 7 21 5 15 4 12Duration of Sales

2 2 4 4 8 9 18 3 6 2 4 5 10 8 16 3 6 7 14

Legal Factors 1 4 4 8 8 3 3 6 6 7 7 3 3 7 7 3 3 6 6

Affordability 4 7 28 2 8 5 20 3 12 3 12 7 28 5 20 5 20 7 28


7 8 56 7 49 6 42 5 35 4 28 4 28 4 28 7 49 4 28

Low Risk 6 6 36 4 24 7 42 6 　 2 12 8 48 7 42 6 36 7 42Total Weighted 696 674 683 585 646 572 614 680 709Normalized 5.75 5.57 5.64 4.83 5.34 4.73 5.07 5.62 5.00


Concept Innovator

Concept Name


McDonaldTip proof

3 Robert McDonald



SchmiedlinRecycling

9 Danaee Schmiedlin

Delivery


Weighted Multifactor Matrix SummaryNormalized Scores

Innovation Concept

Priyanka Patel

Joshua Shea

Robert McDonald

Yang Zhou

Danaee Schmiedlin

Total

Breathalyzer 5.55 5.64 6.08 5.34 5.75 28.36

Tip proof 6.07 5.39 5.72 5.33 5.57 28.08 Shatter proof

bottle5.64 5.50 5.36 5.45 5.64 27.59

Electric Cooler 5.11 5.36 5.76 5.15 4.83 26.21

Electric Coaster 4.73 5.02 5.48 5.15 5.34 25.72

Beer Cap 4.73 4.82 5.61 4.58 4.73 24.47

Beer package 4.87 5.54 5.31 5.12 5.07 25.91

Recycling 5.69 5.55 5.67 5.38 5.62 27.91

Delivery 5.86 5.65 6.05 5.56 5.00 28.12


Consolidated Scores Weighted Multifactor Matrix Screening Method Summary

Consolidated Weighted Multifactor Matrix

Product CI#1 CI#2 CI#3 CI#4

CriteriaWeight

P J R Y DTOTAL

P J R Y DTOTAL

P J R Y DTOTAL

P J R Y DTOTAL

Feasibility

8 4 3 6 4 4168

8 3 8 5 8256

5 6 5 3 5192

2 5 2 2 2104

Time to Market

4 3 5 5 3 480

5 6 5 6 5108

7 4 5 4 7108

3 6 3 7 388

Uniqueness

10 8 3 8 4 5280

8 7 8 7 7370

9 7 4 6 9350

5 7 5 5 5270

Creativity 9 6 5 9 6 7 297 3 8 3 8 5 243 4 4 7 7 4 234 6 6 7 3 6 252

Upgradeable

7 3 7 4 5 8189

8 4 8 6 4210

4 3 4 5 4140

8 6 6 6 8238

Raw Materials

6 7 9 3 7 5186

9 3 9 4 4174

5 6 7 5 5168

3 7 6 8 3162

Growth Potential

6 5 6 5 5 8174

2 5 2 6 5120

7 8 7 7 7216

5 6 6 5 5162

Beneficial 5 7 4 6 7 7 155 4 4 4 4 8 120 9 5 9 9 9 205 9 3 4 9 9 170

Buyers Needs

10 8 6 5 8 8350

8 5 6 6 4290

3 3 3 3 3150

8 5 8 8 5340

Market Share

9 2 7 7 2 2180

6 6 8 4 6270

4 6 4 4 4198

5 6 5 5 6243

Market Size

8 4 3 4 4 4152

7 7 5 4 7240

2 7 2 2 2120

7 9 7 7 8304

Competiti 8 5 8 6 5 5 232 7 7 4 7 5 240 8 4 8 8 8 288 8 4 8 8 4 256


ve

Brings Buyers

4 5 9 8 5 5128

4 4 3 4 684

8 7 8 8 8156

4 6 4 4 696

Comprehensive

4 6 6 6 6 6120

9 5 6 7 9144

5 5 5 5 5100

2 5 7 2 376

Logical 3 8 5 8 8 8 111 2 6 8 2 2 60 7 7 7 7 7 105 3 4 5 3 3 54

Duration of Sales

2 2 8 2 2 232

4 3 4 4 438

9 9 9 9 990

5 6 4 5 346

Legal Factors

1 4 9 4 4 425

8 5 6 8 835

3 3 3 3 315

2 8 7 2 625

Affordability

4 7 6 7 7 7136

2 3 2 2 244

5 5 4 5 596

3 5 8 3 388

Competively Priced

7 8 4 8 8 8252

7 7 7 5 7231

6 6 6 6 6210

5 3 5 5 5161

Low Risk 6 6 7 6 6 6 186 4 4 4 4 4 120 7 7 5 7 7 198 6 6 6 6 6 180

Total Weighted

121

　

3433

　

3397

　

3339

　

3315

Normalized

　 28.37

28.07

27.6 27.4

Table continued:

CI#5 CI#6 CI#7 CI#8 CI#9

P J R Y D TOT P J R Y D TOT P J R Y D TOT P J R Y D TOT P J R Y D TOT


AL AL AL AL AL

2 4 2 7 5 160 4 4 4 6 4 176 6 4 3 6 6 200 7 7 3 7 7 248 4 4 4 4 4 160

4 5 4 4 7 96 5 5 5 4 5 96 4 6 4 4 4 88 4 4 4 7 4 92 6 4 5 6 6 108

7 7 7 4 9 340 8 8 8 4 8 360 8 8 6 6 8 360 3 3 6 5 3 200 6 5 9 6 6 320

4 5 4 6 6 225 3 3 3 3 3 135 3 4 5 4 3 171 6 6 8 4 6 270 8 8 9 8 8 369

8 8 4 7 8 245 5 5 5 3 5 161 2 2 8 5 3 140 8 8 6 4 8 238 6 6 6 3 6 189

3 3 7 8 3 144 2 2 6 6 2 108 8 7 8 6 8 222 5 5 5 5 5 150 5 5 5 5 5 150

4 4 9 4 4 150 2 2 8 2 2 96 3 7 3 7 3 138 7 7 7 3 7 186 9 8 7 9 9 252

5 5 5 5 5 125 3 3 7 3 3 95 4 9 4 3 4 120 4 4 4 4 4 100 3 7 3 5 3 105

2 2 2 2 2 100 2 2 6 2 2 140 3 7 3 3 3 190 9 9 9 9 9 450 5 5 7 4 5 260

6 6 5 6 6 261 5 6 4 5 5 225 4 9 4 4 4 225 5 5 5 5 5 225 8 7 6 3 8 288

7 7 7 7 7 280 9 7 6 9 9 320 6 4 6 6 6 224 3 3 3 3 3 120 3 3 7 8 3 192

9 9 8 9 9 352 4 7 7 4 4 208 7 3 7 7 5 232 5 5 5 5 6 208 6 6 4 5 6 216

3 3 5 3 3 68 5 5 4 5 5 96 2 2 2 2 8 64 7 7 4 7 4 116 9 9 6 9 9 168

4 4 6 4 4 88 6 6 6 6 6 120 5 6 5 5 4 100 8 8 5 8 6 140 5 5 5 6 5 104

6 6 7 6 6 93 3 3 3 3 3 45 7 7 7 7 7 105 　　 7 　 5 36 4 4 4 4 4 60

2 2 5 2 2 26 5 5 5 5 5 50 8 8 8 8 8 80 9 9 7 9 3 74 7 7 6 4 7 62

7 7 6 7 7 34 3 3 3 3 3 15 7 3 7 7 7 31 3 3 5 3 3 17 6 6 4 6 6 28

3 3 8 3 3 80 7 7 7 7 7 140 5 5 4 5 5 96 5 5 5 5 5 100 7 7 3 7 7 124

4 4 6 4 4 154 4 4 4 4 4 140 4 4 8 4 4 168 7 7 7 7 7 245 4 4 6 4 4 154

2 3 6 2 2 90 8 7 8 8 8 234 7 7 7 7 7 210 6 3 6 6 6 162 7 5 7 7 7 198

　

3111

　

2960

　

3164

　

3377

　

3507

25.71

24.46

26.15

27.91

28.15


Consolidated Scores Weighted Multifactor Matrix

Screening Method Summary

Consolidated Scores Weighted Multifactor Matrix Screening Method Summary

Innovation Concept Consolidated Scores

Breathalyzer 28.37

Tip proof 28.07

Shatter proof bottle 27.60

Electric Cooler 27.40

Electric Coaster 25.71

Beer Cap 24.46


Beer package 26.15

Recycling 27.91

Delivery 28.15

References

Katz T. J., Acton N. (1973). "Synthesis of Prismane". Journal of the American Chemical Society 95 (8): 2738–2739.

Mashpedia (2012). Roly-poly toy - Mashpedia. Retrieved from http://www.mashpedia.com/Roly-poly_toy

Morris, M.H., Kuratko, D. F., and Covin, J.G. (2008). Corporate Entrepreneurship & Innovation (2nd ed.). Mason, OH: Thomson South-Western.

NBC NEWS (2004). Beer in aluminum bottles on the way - US news - Weird news | NBC News. Retrieved July 18, 2013, from http://www.nbcnews.com/id/5810359/ns/us_news-weird_news/t/beer-aluminum-bottles-way/#.UejLJFO9wT8

Saint Arnold Brewing Company (n.d.). Saint Arnold Brewing Company – Brewery

History. Retrieved from http://www.saintarnold.com/brewery/history.html

Recycling and Reuse: Packaging Material: European Union Directive. Retrieved from http://www.epa.gov/oswer/international/factsheets/200610-packaging-directives.htm


The Alström Bros (October 3, 2001). "Light Beers". BeerAdvocate.com. Archived from the original on June 24, 2006. Retrieved July 29 2013.

USA Today (2013). 10 best craft brew states in America. Retrieved from http://www.usatoday.com/story/travel/destinations/2013/04/21/10-best-craft-brew-states-in-america/2098517/

Beer Guide for Houston (2013). Retrived from http://beeradvocate.com/beerfly/city/65

Documents

Intrapreneurship project