Executive Summary

The following proposal is to introduce a new product to the market in order to sustain
a competitive advantage between Boon.inc and its competitors. The sole purpose of this
project is to introduce a creative and innovative product concept that appeals to the market.
The proposed concept is focused on bringing a new parenting solution, by designing a
concept for babies and toddlers.
This project requires a survey to help the concept, identify weaknesses and how to
overcome them. The concept is put to comparison after selecting current tech technologies
that are in the market as a competitor. The proposed Name for the product is Nutrack Baby.
The target markets for this product are mid to high income parents. This proposed concept
will be designed developed and manufactured in a course of 5 years time period.

Executive Summary

1.0 Introduction

1.1 Problem Statement

1.2 Objective Statement

1.3 Competitor Analysis

2.0 Idea Generation

2.1 S.C.A.M.P.E.R

2.2 Attribute Listening

3.0 Product Concept and Description

10

3.1 Opening

10

3.2 Availability for purchase

12

3.4 Product Features

12

3.5 Frequency of Usage

13

3.6 Product Pricing

13

3.7 Technologies

13

4.0 Market Identification

14

4.1 Market segment

14

4.2 Target Market

14

5.0 Idea Evaluation

16

5.1 Force Field Analysis

16

5.2 S.W.O.T Analysis

19

6.0 Conclusion

20

7.0 Reference

21

8.0 Appendix

22

8.1 Product Poster

22

8.2 How it works

23

Table of Contents

1.0 Introduction
Boon.inc specializes in designing innovative, Outside-The-Crib solutions for
modern parents. Focusing every aspect around innovative, truthful,and customer-centric
company process. Located in Chandler, Arizona, United States. Objective of the company is
to build hassle free, safe baby and toddler products to provide the parents hassle free
affordable products. Boon.inc was founded by Designer Rebecca Finell with her focus on
problem solving and ideas for parenting innovations. Boon team has set their design studio in
motion to continue tackling one parenting challenge after the other. To bring solutions with
quality, safety and affordability.

1.1 Problem Statement

Every parent faces difficulties when it comes to keeping track of the nutritions given
to their kids. According to WHO statements The first three years of a childs life are the
most crucial for a childs development, as the child grows rapidly than during this period.
Apart from this the next concern for parents are the growing issue of obesity in children aged
1-5 (Beststart.org, 2014). It is not an easy task to chart them on a growth chart. However,
there are many smartphone apps that helps this process, Although the frequently asked
question is how accurate is the information that a parent put in to a chart or a query of an app.

1.2 Objective Statement

The focus of the proposed product is to eradicate the issue of inaccurate tracking and
input methods of Nutritions, this product would help self track and keep the parents updated.

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1.3 Competitor Analysis

1.3.1 Competitor Profile
The following highlights the two competitors in the market that have the potential to
bring a product to challenge the proposed product while its in production phase or near future
after the product enters the market.

Name:

vessyl

Headquarters: United States

Started as a crowd fund project that spanned through seven years, Vessyl is registered under Mark
One. The recent legal patient name. The Project is handled by 15 people, and the The vessyl is the
first product they came up with and with its popularity it is planed to launch in early 2015. The
second shipment is available for pre-order as advertised on the website. (myvessyl.2015)

Name:

TellSpec Inc

Headquarters: 455 AvenueRd., Suite 300, Toronto, Ontario, Canada, M4V2J2

Founded to build a healthier world by empowering people to make informed food choices. TellSpec
is a privately held Ontario corporation founded on February 1, 2013, headquartered in Toronto,
Canada. Currently tell spec is their first product of its kind to hit the market.

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1.3.2 Comparison of Products

Vessyl
USD $199

TellSpec
Market Price

USD $320

Product Physique

Vessyl

Low band spectrum scan

Wire free charging
60 minutes for full charge
5-7 days Battery life
Capacity 13oz.
Vertical white Light Display
Bluetooth 4.0 LE
Android and iOS
Tilt gesture to activate display
Live update to smartphone

Name

Functions

Tell Spec

Infrared (900nm to 1700nm)

Internal Lithium Battery
Rechargeable via USB
Point and hold to Scan
Bluetooth 4.0 LE
Android and iOS
Live update to smartphone and web
app

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1.3.3 Uniqueness
Vessyl and TellSpec are both designed to measure food content, Vessyl specializes in
beverages measures content through low band spectrum scan micro waves and updates a
smartphone app with the details and also with its unique display it can highlight whats in
side, example coffee or water(Myvessyl.com, 2015).
TellSpec uses infrared for its scaring purpose, on a less convenient way point and
holding it to the food plate. Most of all TellSpec is designed to measure food content not
beverages. Both products are unique in its own functions however, the user interface is fairly
same as both uses android and iOS platforms to interact with the user.

1.3.4 Limitations
Vessyl cannot measure contents of hard substances and TellSpec lacks the capacity to
measure beverages. As for a food contents tracking both products have to fill in the gaps left
by the other. Only vessyl comes with volume measure.

1.3.3 Technology
These products have the same functions, measuring the contents. Solids and liquids
require two different technologies Vessyl uses low band microwaves as its sensor because it
is fast and efficient and works well with the food calculation algorithms. Besides the
microwave sensors vessyl is equipped with volume measure functions a think line vertical
inside the vessyl acts as the volume sensor. Allowing the vessyl to learn the daily usage of
users preferences and forecast the units that a user has set for themselves. The long betray
life and wire free changing capability makes vessyl more convent.
TellSpec functions with infrared spectrum scan which takes a bit time to gather the
required in formation. This method is best for measuring solid contents. The battery used in
this product is basic Internal Lithium Battery rechargeable with USB.
Both products use Bluetooth 4.0 LE for connectivity, as both products have android
and iOS compatibility. However, TellSpec has and online Web App where users can update
their data and keep track of food content online and get expert opinion of their food
consumption.

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2.0 Idea Generation

2.1 S.C.A.M.P.E.R
The SCAMPER technique is an idea generation technique, with seven (7) acronyms
simply objectified strategy for idea generation process. SCAMPER technique is there to
assist in the processes where it provides and efficient way to generate more ideas quickly,
keeping the task in focus. This technique is also used for design improvements. SCAMPER
simply stands for Substitute, Combine, Adapt, Magnify, Modify, Minify, Put to other use,
Eliminate, Elaborate, Reverse and Rearrange (Lim, Lim and profile, 2013).
This project requires a creative innovative product, therefore not all acronyms will be
used. This project only requires combination, adaptation, modification and Elaboration
(C.M.E)

2.1.1 Combine
The products in comparison provides latests technologies with in the products. Both
of them have loop holes when it comes to proper function. However, as individual products
they fulfill the functions they were built for.
Today we have smartphone applications to help ease the process but the question on
most parents minds is how accurate is the information on the bottle labels and whats the
amount when the food is prepared with other ingredients.
Technologies from these productions combined can give us an all in one solution for
nutrition accurate toddler feeding solution. Combination of;

Bluetooth connectivity

Wireless Charging

Infrared Spectrum Scan

Low-band Microwaves

Volume meter

To make a user friendly product that would be an affordable parenting solution.

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2.1.2 Modify
The products design and conventional shape needs to be redesigned to be suitable for
a toddlers eating solution. This products require three shape solutions, meaning a toddler
feeding solution can be achieved with three basic utensils. A bowl / Deep plate, a toddler
friendly cup and a squeeze bottle for parents convenience. The vessyl is in a convenient shape
although toddlers require more grip there for it can be shaped after a conventional toddler
tumbler and the Plate / Bowl

can be modeled after spill free bowl shape which would

provide the required thickness of the bowl to be placed with the infrared spectrum scan and
volume meter. All three products should be molded with soft latex plastic to these products
most hygiene and quality.

2.1.3 Eliminate
The build of the two products are pretty solid and to give its quality, how ever this
product does not require the hard materials as the materials would not be toddler friendly. The
indicator display in vessyl would be redundant to put in these products as true purpose of this
product is keeping track of nutritions fed to the toddler, and with these eliminations the
product would be more affordable.

2.2 Attribute Listening

2.2.1 Illustration of Attribute Listening
The following table shows the aspects of the product in a combinable manner to give
a solid idea of how the products would emerge. (Mindtools.com, 2014)
Power Supply

Material

Sizes

Styles

Lithium-ion Battery

Plastic

Small

Easy grip

lithium polymer battery

Latex Rubber

Medium

Rich Texture

Removable for Charging

Non-toxic Silica

Large

Smooth Surface

Built in

Octagonal edges

Wire free Charging

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2.2.2 Interesting Combinations might be;

The three combinations gives an idea of what the build quality of the product can be.
No.

Power Supply

Material

Sizes

Styles

Wire free Charging

Latex Rubber

Medium

Easy grip

Non-toxic Silica

Small

Rich Texture

Plastic

Large

Smooth Surface

lithium polymer battery

Wired Charging

Removable for Charging

2.2.3 Evaluation
From the combinations it is easy to decide on the size, texture, power supply and
build material. The Fist combination of Wire-free Charging, Latex Rubber, Medium size and
Easy grip, seems like the best combination for a baby / toddler solution.
Choice

Justificaition

Having a frequently used product with wired charging just makes it a

Wire free Charging

hassle, the whole purpose is to make this a solution not another

problem. Seamless wireless charging can ease the minds of the users as
it will charge it self when placed on the holder.
This material is hygienic and easy to clean and oily substance do not

Latex Rubber stick to the surface, the rubber fact makes this product naturally water
resistant.
Making product small will only make the life span of the product

Medium Built

shorter when it comes to babies and toddlers. The medium built would
provide enough space for increase of volume up until a toddler reaches
age of 5
This is an important property as Toddlers have a tendency to copy

Easy grip actions from adults. Would prefer to try to eat or drink by them selfs.
Makes the product slip free and easy to grab on for toddlers.

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3.0 Product Concept and Description

3.1 Opening
This section focuses on the product appearance and components proposed with the
design ideas. The proposed name for the product is Nutrack, part of set product with two
utensils Nutrack Bowl and Nutrack Sippy

3.1.1 Nutrack Bowl

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3.1.2 Nutrack Sippy

Both Nutrack Bowl and Sippy has the same build and
with the same components. These two products are pretty
much a toddlers feeding required utensils. As the
purpose of the product is to track Nutritions these both
products will keep track of every bit of food given to toddlers.
Additional components for this product, which comes with the
package is a wireless charging dock. The user may leave the
bowl or sippy on the dock and it will change it self and send
indication notification to the smart phone.

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3.2 Availability for purchase

The product is built for affordability and this product is most suitable for parents with
knowledge of smart phones and applications. A product like this is most suitable for USA,
UK, Germany, France, The Middle East (Dubai, Qatar, Oman, Lebenon, etc), and South East
Asia ( Malaysia, Thailand, Singapore). The target Countries for the product Launch are UK,
Dubai and Malaysia, which will cover the regional country supply chains. This product will
not be vended to individual consumers directly. The idea is to set target markets of regions
and ship in bulk for the baby and toddler product vendors. The advantage of the specify
countries are:
1-Example Dubai is one of the largest consumer product exporters in the region. The
product will be a good placement in countries with good living standards and Dubai is one
good example along with UK and Malaysia.
2-The people of theses specific countries are more prone to new technology and
consumers has the interest for trying new products.
3-Standards of health awareness, this is a major reason that this product would work
with in these regions people who are looking for a new and easy way to keep track of their
nutritions, this toddlers version would be a big solution for most parents.

3.4 Product Features

The table bellow describes the functionality of the product and its relevance to usage.
Refer to Appendix for a full description of how it works
Features

Pourpose

Usage

Bluetooth

To connect to the designated Smart

To send data from the product to the

Conectivity

Phone

application for data calculations

Live Updates

Informing users of necessary

To make and informed decision when it

informations.

comes to shopping food for the toddler.

or what to prepare for next meal.

Self tracking

Hassle free data arrangements.

For the user to see the results, without

having to plot them by themselves on a
paper or a smart phone application.

Nutrition

Comparison of toddlers nutrition

Giving the user a clear view on how to

Forecasting

targets for future.

plan the meals if needed improvements

in the nutritions, or decrease any
ingredients.

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3.5 Frequency of Usage

This products, basic functions to be a feeding solution for toddlers. Therefore the
frequency of the product is minimum 4-6 times on a daily basis. As this product is built with
durable materials multiple washing wont effect the product at all. The battery life being
minimum 5-7 days on a single charge, the parents would not feel any difference than a
normal Tupperware.

3.6 Product Pricing

The product is build to be accessible for as many parents as possible. The price for the
product can be placed bellow the range of competitive technology already in the market. The
accumulated total package retail price is USD $149 for Sippy cup , Bowl and Wireless
Charger. Single product can be sold separately with the charger for $80. These Pricing ideas
where derived after comparing the prices of key components for the products. As the products
needs the lowest price possible to make it affordable. As normal sippy cups can cost at most
$30 and toddler plats at $20.

3.7 Technologies
This product was derived from the idea of a smart cup that can tell the difference from
Coca-cola to Pepsi. For this kind of technology to exist today and not many people thinks of
using these technologies like microwave sensors and infrared sensors to create products that
improves day to day life.
These two sensors are already tested and works perfectly in both the competitive
products therefore these type of sensors are the best suitable for this product. The Unique
property of these sensors are that they measure the contents in a molecular level to calculate
the contents and its ingredients. Both sensors communicate between each other to make the
most accurate compression to plot the results on a chart or display them on a table. The
Bluetooth connectivity is there only for fast data transfer between users smart phone. or
tablet.

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4.0 Market Identification

4.1 Market segment
The market segment is derived from a concentrations strategy, Where a firm decides
to serve one of several potential segments of the market (Weinstein, 2004). This product is
an excellent choice for all parents with a toddler, this product provides all the information
needed for the parent about their toddlers nutritions. Every parent with the interest for
keeping track of the toddlers nutrition intake is a potential consumer for this specific
products. Most parents waste money on daily tracking applications, and these applications
requires lost of input form the users and intern it becomes a big hassle while trying to prepare
the food or feed the toddler. Nutrack Products doest all the data gathering in the background
and provides the information in simple charts and tables for the parents convenience. This
product would be a solution for any parent looking to let go of these hassles.

4.2 Target Market

4.2.1Demographic

Characteristic
Gender
Age Group
Purchasing Power
Occupation

Target
Not Gender specific
06 months to 03 years
Medium to High income Parents
Non-specific to occupation

4.2.2 Psychographic
This product sets a different tone when it comes to toddler feeding solution compared
to ones we have today. Parents who are achievers, a personalty for having the best products
for their kids, these type of parents are mots likely to be the focused markets. Well provided
with house hold items, strives to find the best possible technologies out there for them to
improve life style. Participate in Parenting solution forums and get their ideas out for
interested personals and from Customers perspective, gives feed back and most like to have
Brand Loyalty.
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Page 15 of 23

5.0 Idea Evaluation

5.1 Force Field Analysis
This method is for Listing Discussing and Evaluating

different types of forces,

Driving forces and Restraining forces against a proposed issue. (Iowa State University, 2014).

5.1.1 Forcefield Matrix (Before)

Format derived from (Holland, 2007).

5.1.2 Break down and Explanation

EXPLANATIONS
DRIVING FACTORS

RESTRICTIVE FACTOS

1. Unique Product: This product is one of its

1. Price: For a technologically improved feeding

kind, many parents require a product like this to

utensils the price is reasonable however

take away the hassle in jotting down nutritions

compared to the normal utensils available $150

on a chart.

price tag is almost 10 times the price of basic

products.

2. Durability: The materials used in these

2. Single product approach: These two

products are to make the product water proof and products are a fixed product for its price and
long lasting.

some parents like to have more than just one cup

to feed their toddlers.

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DRIVING FACTORS
3. Battery Life: This product has a high

RESTRICTIVE FACTOS
3. Built in Battery: This feature of the product

capacity Lithium-ion Polymer Battery one of the is a drawback, as if there where any technical
long lasting types of batteries available. Due to

issues with the battery, it cannot be replaced

less consumption of energy since no bright

easy. Only at an authorized service center can

screens jus few sensors and a bluetooth

replace the battery and do required repairs.

connection makes the battery life last up to 5-7

days.
4. Design: The Sippy cup is a perfect design for

4 Lack of temperature sensor: Measuring

toddlers, the big round handle helps as a good

temperature is an important feature specially in

grip for the toddler and it is detachable and easy

toddler products. Unfortunately this products

to clean.

lacks this feature.

5.1.4 Recommendations for Improvements

Areas for Improvements
Enhansing Driving Factos
1. This product can be the beginning of the long searched solution for nutritions calculations, and
create a version for more younger ones and Premise as these babies require more attention when
giving them food.
2. The Durability of this product is pretty sturdy. Yet there could be encasements of the outer layer
of rubber coating, make this product heat endurance and a microwave friendly.
3. Battery is a long lasting battery and the polymer lithium-ion makes it a durable battery , Yet
there is new battery technologies to come and a faster recharging battery would be an
improvement.

Reducing Restrictive Factors

1. The price factor could be tacked with introducing a scaled down version with less battery
capacity and introduce a bit cheaper material.
2. The Single product would be one of the big drawbacks as parents use more than one bottle or
bowl, making a silicon cover that fits general shapes of products with the sensors in the silicon
compound. That would change the approach of the current product to a more versatile and
market flexible product.
3. A temperature sensor capability is a must in children products. As it may be too hot or too cold
for the kids.

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5.1.5 Force Field Matrix (After)

Page 18 of 23

5.2 S.W.O.T Analysis

5.2.1 S.W.O.T. Matrix
STREANGTH

WEAKNESS

First of its kind to provide a full scale

The sensors and Durable materials are still

nutrition calculation and forecasting.

new to market and it is relatively expensive.

Minimum 5-7 Run time after a 60minute full

Product suitability depends on parents with

charge.

enough knowledge how important it is to get

Materials used are durable and makes the

nutrition details.

products very sturdy and long lasting.

May take more time than 5 years to be in

mass production.

OPPORTIUNITIES

THREATS

A brand new solution that would enter the

Wont take too long for competitive knock

toddlers solutions market.

offs to hit the market once the product

No competitors directly making any

launches.

products remotely close to this.

A cover based sensor food tracker if

produced this product line would be
redundant.

Source : (Myran, 2003, p.20)

5.2.2. Recommendations for Improvements

AREAS FOR IMPROVEMENTS
1. Provide a good warranty scheme with free repairs, as the product is advertised for its durability.
2. Improve the same technology with a Flexible cover based sensor solution to fit general bowl
and sippy cups.
3. Introduce a variety of skins or different designs for the products rather than a flat color and
plastic look.

Page 19 of 23

6.0 Conclusion
The proposed product is feasible at the time of writing, while the project gets
advanced in to production and manufacturing, currently available technology would loose its
value and this product would be more effective when entering the market.
With this product being produced and it is hoped that people will get more educated
on how important it is for kids today to maintain their nutritions intake. As per WHO 2003
one in every 7 children either overweight or obese, by a survey conducted on northern region.
The Idea evaluation highlighted some of the weakness of the product and showed
places for improvements and, by sharing this idea with some known parents, all agree that
this is a much needed product for the future babies, specially the Premature babies. As
technology improves this product would take a leap forward in bringing batter solution for
babies and Toddlers.

Word Count 2,197

Page 20 of 23

7.0 Reference

Weinstein, A. (2004). Handbook of Market Segmentation: Strategic Targeting for Business

and Technology Firms (Third Ed): Routledge, 2013

Holland, J. (2007). Tools for institutional, political, and social analysis of policy reform.
Washington, DC: World Bank Publications, 2007

Myran, G. (2003). Leadership strategies for community college executives. USA,Washington,

D.C.: Community College Press.

Lim, D., Lim, D. and profile, V. (2013). Design Journal SOS: What is S.C.A.M.P.E.R..
[online] Designjournalsos.blogspot.com. Available at: http://designjournalsos.blogspot.com/
2013/01/what-is-scamper.html
[Accessed 1 Feb. 2015].

Myvessyl.com, (2015). Vessyl. [online] Available at: https://www.myvessyl.com/design

[Accessed 13 Jan. 2015].

Tellspec.com, (2015). TellSpec | HowItWorks. [online] Available at: http://tellspec.com/

howitworks/
[Accessed 13 Jan. 2015].

Mindtools.com, (2014). Attribute Listing, Morphological Analysis and Matrix Analysis: Tools
for Creating New Products and Services. [online] Available at: http://www.mindtools.com/
pages/article/newCT_03.htm
[Accessed 18 Jan. 2015].

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8.0 Appendix
8.1 Product Poster

Page 22 of 23

8.2 How it works

This product is based on two products that
uses sensors to filter its content and get the
necessary data it requires. The sensors are very
small and placed in between the rubber layer and
the inner layer which is tempered crystal with
nonstick coating. The outer cover latex rubber
gives it the durability shock absorbent and soft on
the out side. The toddlers wont feel new to the
touch of these products, it would feel as the most
of rubber toys. This makes these products water
proof and easy to wash.
The mobile Application acts as an
intermediary, the Cup and Bowl are
peripheral that collects on time data. The
smart phone app is enabled by pressing a
begin button after the food is placed in the
bowl or a drink is pored in to the cup. The
application tracks and
calculates the
nutritions and provide the parent with ample information on how
the progress of the nutritions are, if there is requirement of more
nutritions it will alert the parents with suggestive food options. As
the parents use the product frequently the application learns the
pattern and frequent foods to make informed decisions when
calculating data.
The requirement from the parents would be to fill in the
details of the baby. Like baby weight, hight and age. These
information will help the application to come up with batter
forecast. The data is available on a web based application as well
however, the latest versions exist for only Android and iOSX.

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