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NATALIYA PRIVALOVA

YAKOV FAIBISOVICH

PRODUCT DESIGNLEVEL 5Tablet Station

BusinessModel

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Alter Nativemy multiple lifestyle, i decide

Docking station

16-hour Battery

Two USB ports

Memory-card ports

Speakers

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Vertical or h o r i z o n t a l usage

Taking out a stylo from the base

16 hours of battery life for all day computing when docked with the station

Two USB 2.0 ports and a Card Reader (MMC/SD/SDHC) for easy sharing & storage expandability

Stylus for easier manipulation and drawing and for station support

Powerful speakers for more sound quality

Fixation tab-let PC into device

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The main idea of this device is a variativity of usage one of two possible devices: keyboard which is used as a docking station and includes some ports and card-reader. However due to research there was discovered people buy complex with keyboard just a complect. Moreover people use tablet PC for education or traveling and they don’t needed in permanent keyboard usage.

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Value PropositionsWhat value do we deliver to the customer?Which one of our customer’s problems are we helping to solve?What bundles of products and services are we offering to each Customer Segment?Which customer needs are we satisfying?

Smaller and lighter alternative

Longer life of entertainment

Functionality extension

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Smaller and lighter alternative

Because of smaller size and weight it is more comfortable

than common tablet keyboards

Longer life of entertainment

Due to extra battery in our station

more time can be spent for work and

entertainment

Functionality extension

It has a standard set of accessories for such a device, but

nearly all of them are multifunctional

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Customer SegmentsFor whom are we creating value?Who are our most important customers?

Family Traveller/Businessman

Designer

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Out of door

For education / entertainment

For whiling away the time

Using of this station with a tablet prolongs the time of work and children will have more time to play with it or wathing cartoons during long trips and also parents can play with them too and educate children

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Out of door

Compact office

Simple work

During the long trips working people oftenly need to finish their job. Standing position of the station will make their job more comfortable. Because of light weight it is easier to work outdoor.And of course every traveller or businessmen can play with it during the brakes.

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At leisure

For fast design

Don’t loose time and idea

People with creative specializations can use stylus for fast sketches in free time or on the way to work. And make this drawings to fix good ideas that can come to mind at any time while there are too many problems to switch on their laptop.

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Customer RelationshipsWhat type of relationship does each of our Customer Segments expect us to establish and maintain with them?Which ones have we established?How are they integrated with the rest of our business model?How costly are they?

Internet communities Co-creation

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Communities in Internet

Allows users to exchange knowledge and solve each other’s

problems

Writing review

Discussion and consulting on blogs

and chats

Potential users

Can assist with design and content

of product

E-trade

Direct advertising in Internet

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ChannelsThrough which Channels do our Customer Segmentswant to be reached?How are we reaching them now?How are our Channels integrated?Which ones work best?Which ones are most cost-efficient?How are we integrating them with customer routines?

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Such a device should be distributed in the same places as tablets. Shops of electronics, malls, mobile shops etc. It is a part of tablet and can not be sold separately.

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Also this station can be bought in both types of shops: internet and retail. And this is a question: what is more popular now. Five-seven years ago it was much more difficult to use internet shops and also it was unreliable, but now they are both very popular. On the one hand it is easy and fast to buy anything you need in the Internet, but on the other hand in retail shop you can ask shop assistant any question and instantly have your answer

Internet shops

Retail shops

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Key PartnersWho are our Key Partners?Who are our key suppliers?Which Key Resources are we acquiring from partners?Which Key Activities do partners perform?

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1. Product designer team2. Graphic desigher team3. 3D modelling team4. Prototyping team5. Manufacturing team6. Components supplier7. Assembler line8. Packaging line9. Distribution and delivering team

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Key ActivitiesWhat Key Activities do our Value Propositions require?Our Distribution Channels?Customer Relationships?Revenue streams?

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For Design Studio

3D-modellingBlue printing

Alfa-prototypingResearch and so onPartners searchingBusiness modelling

Marketing and advertising

Base matrix creationPlastic extrusion

Components/parts Purchasing/supply

AssemblingPackagingDelivering

Distribution

For Manufacturers

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Key ResourcesWhat Key Activities do our Value Propositions require?Our Distribution Channels?Customer Relationships?Revenue streams?

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For Design Studio

Physicalcomputersstore houseprinteroffice

Intellect licensed software3D-material libraries

Human 3D-modellergraphic designer

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For Manufacturing

Humanprototyping teampackaging designerengineers, technologistsmanufacturer-assemblerpackersdriversfreight handler

Physicalmanufacturing facilitiesmaterials (plastic, el.components)cardboardtypography facilitiestrucks

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Cost StructureWhat are the most important costs inherent in our business model?Which Key Resources are most expensive?Which Key Activities are most expensive?

Permanent Cost Per Month

Per Year

Income 120 000 rur. per month (PM)Store house 22m2 18 000 rur. PMOffice 30 000 rur. PM

Licensed software:Adobe 90 000 rur. per year (PY)Rhinoceros 15 000 rur. PYSolid Works 45 000 rur. PY

Income + Store house + Office == 120 000 + 18 000 + 30 000 = 168 000 rur.

(Adobe + Rhinoceros + Solid Works)/12 == 150 000/12 = 12 500 rur.

Total per month = 180 500 rur.

Total per year = 180 500 * 12 == 2 166 000 rur.

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Variable Cost

Graphic designer (pack) fee 120 000 rur.

Prototyping team fee 25 000 rur.Material for prototyping Beta (min. 3) 25 000 rur.

Plastic form manufacturing:Master model 34 500 rur.Silicon form 68 150 rur.Production (specialists, process, material, delivery) 153 400 rur. for 200 details

Electronic parts 160 000 rur. for 200 kitsStylus 45 000 rur. for 200

Assembling process 120 000 rur.

Packaging:Package and printing and delivery 15 740 rur. for 200Packaging process 40 000

Trucks rent (from manufactures to assemblers and packaging to store house) 16 000 rur.

Freight handlers 6 400 rur.

Consumables (cartridges, paper, coffee, wi-fi, mobile phones, coolers) ~32 000 rur. per month

Total variable cost 861 190 rur.

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Cost per item

Permanent cost for 4 months 722 000 rur.Variable cost 861 190 rur.

Cost per itemCpi=PC/V+B=(PC+VC)/V=(722 000 + 861 190)/200=7 915, 95 rur.

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Revenue StreamsFor what value are our customers really willing to pay?For what do they currently pay?How are they currently paying?How would they prefer to pay?How much does each Revenue Stream contribute to overall revenues?

Cost per item + 40%(retailer) + 30%(ads) = 7 915,95 + 3 166,38 + 3 324,70 = 14 407,03

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Sorry, не рентабельно!