Only 15% of the typical polystyrene or polypropylene hangers are properly recycled. The rest end up in landfills and can leach dangerous chemicals into the ground water such as benzene and bi-phenyl A, a hormone disruptor. neglected ecological impact new hangers to provide multi-function with eco friendly materials with advertising mechanism
To keep clothes dry in a humid environment Prevents clothes from absorbing moisture from air Prevents growth of molds Replace use of moth balls and other insect repellant products Using silver ions UV ray technology
Marketing Strategy on DOPAI framework [Direction] [Innovation/Improvement] [Positioning] [Alliance] [Implementation]
Just some example how the hanger would appeal some customers
Distribution - Distribution consist of “BtoB (Advertising)” & “BtoC (Retail)”. Our main target is “BtoB” partners because of high-volume of hanger usage. Our advertising target is customers in these partners. “ BtoC” Individual user also considered in the distribution, They are important in terms of creating Network “Community”, and they would be willing to purchase hangers in variety. We can use the customers feedback and apply it to mass partners. As we are a startup company, we will sell the hangers via our website.
Very simple assumption of revenue / Cost -> Manufacturing Cost: Approximately US$0.3~0.35=HK$2.5 -> Transportation Cost: Depending on the number of hangers. For the small amount delivery, it cost HK$1 or some more. For the mass amount delivery, the cost per hanger is much less. -> Overhead: Web Platform Planning / Developing Cost: Site Designing / Programming Usually Web Platform programming cost a lot, if include DB related shopping function, such as HK$500K if outsource the programming. However, we can use the open source software and programming (Apache, MySQL, and ready made shopping site) and make the basic programming and designing by ourselves, we can reduce the cost. We can outsource only the difficult parts. Then the cost is, lets say $100~200K Web Hosting: $100/month Product Planning / Production Cost: This is basically our own labour for market research and factory negotiation Advertisement and promotion Basically we can start it online for startup. Recycling Incentive – 2.5% total revenue (50 cents) Other miscellaneous cost = briefly HK$100K Considering above, one near minimum cost would be $200K + $1.2K + $100K= HK$$301.2 If we provide 100K hangers in first year, the overhead HK.3.5 would be break even.
Hanger Nature Input (Factors) Output (Utility) Product Hanging Storage Organization Provides the base form for product Dictates appearance of product Additional component, element, or modification Material Hanger Design Form ( Dimensions ) Function
Mission Statement (Scope) Product Description Multi-purpose, recyclable hanger Key Business Goals 30% profit margin Increase recycling rate by 10% Launch after 6 months Primary market Retailer, Laundry Secondary market Online customer (config to order) Assumption Recycling rate in hk is same as that in US Stakeholder Chain store retailers laundries, household users
Q1. How many pieces of hangers you will order each month ?
A1: Around 752-800 pcs
Q2. How much per hanger ?
A2: HK$ 0.5
Q3: How did you dispose the broken /unused hangers ?
A3: To garbage or return to the jobber
Q4: How’s the adjustable recyclable hanger concept ?
A4: Concept is very good. Coz hanger can be adjusted according to different garment style and size… And I can advertise my company by using this hanger !
Q5: What do you think about the “return hanger” concept ?
A5: Idea is good but customer may not return the hangers coz they’d rather use it by their own. Also they are lazy to return the hangers even though they get the incentive / discount from the laundry
Survey Report Function Cleaning Technology Design
Self-Sterilization of the clothes
No need for ironing
I hate the smell after hanging the clothes in the closet
I wish hanger or closet show the time for wash clothes
Check out humidity of clothes
Too many wire hangers from Dry Cleaner: sometimes I don't know how to do- throw it away or keep it
I want design my hangers to fit for my clothes
Need for appearance checking
I cannot find hangers fit for various clothing size
My place is too small to use hangers for all my clothes
Better portable hangers for frequent travelers
Clothes easily slip off the hanger
I need hangers for special items- scarf, tie, tubes
I hate a peg marks on my delicate clothes
Interpretation of Needs Customer Statement Interpretation Business “ I cannot find hangers fit for various clothing size It may damage the clothing shape Isn’t there multi-functional hanger? Check out humidity of clothes HK is very humid and which is harm for the clothes It would be good if hanger can check-up its humidity status Germs/ bugs I need to buy hanger and also purchase to extirpate any germs It’s better to develop a item combining those functions Too many wire hangers from Dry Cleaner: sometimes I don't know how to do- throw it away or keep it Wish somebody solve this problem Recyclable hanger
Retail & Service (Dry Cleaners, Apparel Retail Store, Department Store, Hospitality & Sports Club)
Recycling Partners (Government, Local Community)
Schedule / Cost / Patents
Targeted Hanger Ad Partners Customers Advertiser example Ad example Dry Cleaning
Nearby Shops/Restaurants/Fashion Retails etc
Depending on the type of retailers
Those who promote campaign for price concern customer
Fashion retails who announce next season model
Web-linked Advertising (Augmented Reality)
Business Information Providers
Business Item manufacturers
Sports fashion / good manufacturer
LOHAS housing / related goods
Revenue & Distribution Models Factory Individual Consumers Mass Consumers ACE Advertising Model Retail Model Advertisers ACE Web ＄ ＄ Dry Cleaning Fashion Retail Dept. Store Hotel / Sports Etc Ad effect
Revenue / Cost per unit Profit Manufacturing Transport Overhead --- HK$2.5 --- HK$1 --- HK$3.5 --- HK$3 Revenue * HK$10 Web Platform Planning / Developing Cost Web Hosting Running Cost Product Planning / Prototyping Cost Recycling Incentive Factory Outsourcing Cost Material Cost Painting Cost
Revenue is based on average from retail and advertising sectors
No labour fee for 1 st year (In-house staffs in start-up stage)
No office fee
This is simplified sample model. The actual amount is depending on the distribution/ product feature and amount
Environment-Business Cycle Product Concept Function Coat Use issues Industry Product Environmental Issues Environment of use Materials footprint Manufacturing footprint Product Integrity Design Preliminary design Prototypes Refine design Material Choice Manufacturing method End-of-life methods Final Review - Product concept issues - Environmental issues - End-of-life issues - Packaging issues Manufacturing Material / mfg sourcing Material / mfg certification Pricing Prototyping End-of-life Recycled by consumer Returned for recycle Disposal in waste stream Disposal vs. recycling Material dispersal Closing the loop Take-back systems Reuse Recycled by user markets MATERIALS MFG RECYCLE