(toolbox.systime.dk 2016) strenght weakness …martinjuuljensen.com/pdf/kuvatek.pdf · cosmetel...

The most suited product kuvatek currently has - which is also the lat-est on the market - is the M2 which can be mounted on a wall or on a table, and is the first cooler where the customer can choose between 5 colors.To catch the office market - where most of the offices are rented rooms - the concept has to be flexible, so it

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BRAND / MODEL

KUVATEK M2WATER LOGIC AQUA 3COSMETEL JET-30AEDEN OFFICE COOLER

BLUE OCEAN CANVAS (Chan Kim and Mauborgne, 2005)

can be placed in different locations.To fill in the gaps in the market, the concept needs some additional fea-tures for the user.

STRENGHT OPPORTUNITIESWEAKNESS THREATS• High quality materials• Long lifetime of the products, with out service • economically in the long term• Sustainable materials• eco friendly products• flexibility, with own produktion• large capacity of cold water• Low bacterial risks

• Small team, few specialist• Minimal marketing• No service, no revenue after a product sales means no steady income• The water temperature can only be set by a specialist

• High public focus on caring for the environment• Higher interest in eco friendly products • The groundwater is becoming more dirty

• Large firm competitors • The tap looks like a beer tap• “only cold water” no additional feature• Laws (EU)

Martin Juul Jensen Advanced integrated design: MSc01-ID Poster 1Study no. 20134340 Pre-phase 23/09/2016

DESIGN

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I’m Marie, I work for a small design company from 8 to 16. We are 10 employees with a rich social life, and

the company really appreciates us. We all have our freedom to make our working day as we like it to be.

We are working in a open space office, with an inspir-ing and creative enviroment.

Through a working day I drink about 3 cups of coffee and several bottles of water. Unfortunately, the water

is not that cold in the kitchen.

Kuvatek spezialice in, high quality and sustainable water coolers. They have a product range of 6 models, common to them is that they require an instal-lation on a table near a sink or on a wall which requires that the tubes are pulled through the wall.

DEMAND FROM KUVATEK - OFFICENoise, heat, design of frontend, LinvingCare or Kuvatek technol-ogy, Capacity minimum 60 l/hourTable / Wall / Floor - based on integrable modules with drain, container, drip tray. Installation without marks

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Through observation and interview with Tech College - who has watercoolers from Kuvatek - and “Marie”, some requirements is established.

• New tap, without handle• No splashing water • Ability to use different sizes of water bottles• Freedom for the user to adjust the temperature

Throgh a brainstorm on additional value for the user, following were selected.

• Wasted water -> Plants• Temperature control• Water bottle cleaner• Chalkboard

SWOT (toolbox.systime.dk 2016)

Tech College

DESIGN

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When the red light flashes the tank is full and have to be emptied.

The water can be used for plants or just poured into the sink

THEWAITRESSThe Water cooler ”THE WAITRESS” serves its users with adjustable water temperatures for both hot and cold water. The Waitress also offers the ability for the users to clean their bottles or glasses for bacteria.

THE WAITRESS is a flexible water cooler which can be placed right where you want it as long as it’s posible to drag a tube along the floor, or from the ceiling as an electric cable, and stored away in cable trays with the electric wires.

for the office

The whole body is covered with blackboard paint, which makes it possible for the users to customize the product with chalk and write funny, inspiring or just informative notes.

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LEASING L1 L2 L3 Contract period 1 Year 3 Year 5 Year

Dkr./Month 1.500kr. 800kr. 500kr. total/Year 18.000kr. 28.800kr. 30.000kr. Buy after leasing 37.000kr. 30.000kr. 30.000kr. Kuvatek profit 55.000kr. 58.800kr. 60.000kr. Kuvatek sell old 40.000kr. 35.000kr. 30.000kr. Kuvatek profit 58.000kr. 63.800kr. 60.000kr.

PRODUCT COST D/kr.Sales price (retail incl. VAT) 50.000(VAT 25%) 10.000Sales price (retail excl. VAT) 40.000Sales price, KUVATEK 40.000Contribution, KUVATEK 70% 28.000Product cost 12.000 Assembly time (200 kr./h) 2.000Product parts (incl. Packaging) 10.000

PROJECT COST D/kr.Salary (3 men, 300 Dkr/h, 2 month) 266.400Prototype/materials 100.000Testing 30.000Tools 800.000Approvals 30.000Consultants 50.000Buffer 50.000Total 1.326.400

Note: Buyers after leasing, Kuvatek profit = (L1) 55.000,(L2) 58.800,(L3) 60.000 Note: Non buyers after Leasing, Kuvatek profit (Kuvatek sell old) = (L1) 58.000kr., (L2) 63.800kr., (L3) 60.000kr. BUDGET WITH LEASING Year 1 Year 2 Year 3 Total Later Receivable:parts sold 30 40 55 125 Sales Price (KUVATEK) 40.000kr. 40.000kr. 40.000kr. Product Cost 12.000kr. 12.000kr. 12.000kr. L1 sold 8 5 5 18 L1 Buy 5 5 2 12 L1 No buy 3 0 3 6 L1 Profit 449.000kr. 275.000kr. 284.000kr. 1.008.000kr. L2 sold 5 3 4 12 L2 Buy 0 0 4 4 6 180.000kr.L2 No buy 0 0 1 1 1 35.000kr. L2 Profit 48.000kr. 28.800kr. 193.400kr. 270.200kr. L3 Sold 6 5 4 15 L3 Buy 0 0 0 0 6 180.000kr. L3 No buy 0 0 0 0 9 270.000kr. L3 profit 36.000kr. 30.000kr. 24.000kr. 90.000kr. overall leasing 533.000kr. 333.800kr. 501.400kr. 1.368.200kr. Turnover 1.733.000kr. 1.933.800kr. 2.701.400kr. 6.368.200kr. Variable costs 588.000kr. 636.000kr. 816.000kr. 2.040.000kr. Contribution Margin 1.145.000kr. 1.297.800kr. 1.885.400kr. 4.328.200kr. 665.000kr. Breakeven analysis Investment -1.326.400kr. -181.400kr. 1.116.400kr. Contribution 1.145.000kr. 1.297.800kr. 1.885.400kr. Remaining -181.400kr. 1.116.400kr. 3.001.800kr. Key numbers Return 3.001.800kr. 3.666.800kr.CMR 70% ROI 226% 276%

A new strategy will give kuvatek a more sustained income. No changes in how kuvatek markets itself, but rather a new - but known - sales method of products, namely leasing. Companies that doesn’t have the capital to buy it, have the ability to finance it through leasing.If the customer isn’t convinced, Kuvatek has the opportunity to offer them a leasing agreement over a year as a probationary service. After the leasing period, the customer has the opportunity to buy it cheaper or extend the leasing agreement.

LEASING!

THEWAITRESSONLY FOR OFFICES?

RENTED ROOMS

BUSINESS STORES

TRADESHOWS

CHAN KIM, W. AND MAUBORGNE, R. 2005 BLUE OCEAN STRATEGY HARVARD BUSINESS SCHOOL PUBLISHING CORPORATION BOSTON, MASSACHUSETTS MINDTOOLS, SWOT ANALYSIS, DISCOVER NEW OPPORTUNITIES. MANAGE AND ELIMINATE THREATS. [ONLINE] AVAILABLE FROM: HTTPS://WWW.MINDTOOLS.COM/PAGES/ARTICLE/NEWTMC_05.HTM [ACCESED: 15TH SEP. 2016]

(toolbox.systime.dk 2016) strenght weakness …martinjuuljensen.com/pdf/kuvatek.pdf · cosmetel...

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