Care devices

Autumn Case 2011.
Turning-Cuatro.
Displacing-Cuatro.
María Fátima Ramos-Flores 163579
José Ramos-Martín 163580
Alberto Rey Varela 163581
I N N O V A T I O N A N D P R O D U C T D E S I G N
AUTUNM CASE! PAGE 1 / 33

Index.
Introduction 3.
Devices 4.
Substitutes 5.
Substitutes Matrix 8.
Conclusions of the Matrix 9.
Technical Features 10.
Features Matrix 11.
Conclusions of the Matrix 12.
Market and economic feasibility of the innovation 13.
Price 15
Promotion and Place 17.
Expected Cost of marketing 18.
Investment, Margins and Turnover 19.
Cash Flow 21.
Fixed Unit Cost 23.
Plans 25.

Introduction.
Unfortunately in this world there are many disable people who can not do the
basic daily tasks. Many of them need just some help but others need totally
assistance, so it is a requirement to consider the different handicaps to give them
their specific attention.
It is a fact that the methods and elements used to accomplish their task to care
the patients can be improved.
After our brainstorming session, we have reached the conclusion that the crane
works perfectly and it does not require any improvement. One of our first intentions
is reducing the money invested in the caring of the patients. As it seems to us, the
main reason of spending money is the necessitate of two people in the process of
displacing the patient and caring him. According to this conclusion, we have
focused our efforts in decreasing this number from two to one.
The requirement of employing two people appears mainly in the need of turning
the patient and adjusting the devices to displacing the patient from one place to
another.
As a consequence, we have focused on the part of displacement that concerns
turning the patient to change his clothes, etc., and the device which will be
introduced under him for lifting him and displacing him to the toilet, bath or any
required place.

Devices.
As a brand, Cuatro will launch two devices improving the existing instruments. We
will mention them as: Turning-Cuatro and Displacing-Cuatro.
These are the functions we consider essential and needed to deal with and
improve:
1. Device for turning the patient, Turning-Cuatro:
• Reduce the price.
• Comfort while turning.
• Flexible mobility.
• Reduction of time usage.
• Handling of body cleaning.
• Giving dignity to the patient.
• Easy to use.
• Easy to clean.
2. Device for lifting and displacing the patient, Displacing-Cuatro:
• Reduce the price.
• Comfort while lifting.
• Flexible mobility.
• Reduction of time usage.
• Handling of body cleaning.
• Handling of toilet visits.
• Giving dignity to the patient.
• Easy to use.
• Easy to clean.

Substitutes.
Examining the existing market, different devices can be found. Comparing them
to ours, the only thing that can be compared with our device for turning the
patient, is the second employed who helps in this task. However, there are many
devices that can be substitute of the device specialized in displacing the patient.
In the matrix comparing with the substitute we have utilized, for the first case the
second person who is in this process of turning the patient, and in the second case
another device more used in this market.
In order to compare our devices with the competition, in other words, the
substitute, we decided to focused more in the improvements of ours devices, so
the functions have been adapted according to that. We have given every
function related with every devices a number from 0 to 3, and add at the end to
have a quantitative value.
Turning-Cuatro.

Substitute.
Displacing-Cuatro.

Substitute.

Substitute Matrix.

Conclusions of the Matrix.
There is not another device that fulfills the functions as Turning-Cuatro and
Displacing-Cuatro do.
Focusing on Turning-Cuatro we can say that the fact that only one person will be
needed in the process of caring the patient will save money. Obviously, the
device costs some money, but not more than the salary of another person.
The price of Turning-Cuatro will be approximately 45 €. Considering the man hour
40 €/hour, working 8 hours per day, and 20 days in a month, the salary of the
healthcare assistant would be 3860 € (deducting taxes). If we take into account
that the healthcare assistant can use Turning-Cuatro instead of be helped by
another employee, we can see clearly that it will be a considerable saving money.
Also, talking about Displacing-Cuatro, having four points of supports and two
positions give ergonomic and comfort while displacing to the patient. Using only
two points of them we will have the same positions than another devices have, but
using the four points we will have the other position, and that is a big advantage
as the patient will be displaced to the bath in a position lying more than for going
to the toilet, so it will be easier to adjust the device and him to the bath and the
toilet.

Technical Features.
The QFD is a method based on the needs of the new product in order to find the
best features that provides more quality. In other words, the matrix QFD relates the
functions with the technical or physics features of the products.
The functions have been mentioned already, and the characteristics of the
devices to consider are:
1. Device for turning the patient:
• Size of the curved part.
• Material.
• Length.
• Width.
• Thickness.
• Ergonomic.
• Stiffness.
2. Device for lifting and displacing the patient:
• Material.
• Length.
• Width.
• Thickness.
• Ergonomic.
• Stiffness.
• Length of the strings.
• Size of the orifice.

Features Matrix.

Conclusions of the Matrix.
This matrix compares the requirements of the devices with the technical features
but also, the technical features between them.
Analyzing Turning-Cuatro we can confirm that the most important characteristic to
take into account is the material, as we can see the strong relation with the
comfort while turning the patient, flexible mobility and easy to clean. In addition
the function more interesting for the patient is the comfort while turning. What's
more, thickness of the device is very important due to the need of introducing it
under the patient.
In addition, in the analysis of Displacing-Cuatro, comfort while lifting is the function
more interesting for the patient also, as it seems logical. However, this matrix does
not show only a list of importance of functions and features, but also how to solve
the actual problems improving and focusing in the features.
If we look at the triangle that appears in the upper part, we can see the relation of
the features with themselves, and once more, ergononic (considering it similar
than comfort) is one of the most related.
Comfort and ergonomic, for all practical purposes can be considered the same,
but it is not. Comfort is related to the need the patient feel, but ergonomic is an
aspect of a good design in this issue, it is a physical feature.
So.... what is the main aim? Designing two devices which will make easier the
caring of the patients, will give them dignity while they will be turning or
transporting to another room, and cheaper it will be, further it will be able to go
and take care of more people so the same resources would be able to be spread
in more people who needs them.

Market and economic feasibility of the innovation.
What does CUATRO offer? After doing a business strategy regards in our policies of
redesign the currently existing products, we have done and identified a broad
rangers and types of our study product about helping the patient to carry out the
basic needs in a bathroom.
We have achieved a way of market pull versus technologic push.
The currently patient-lift mixed with the rails are sincerely the most safe and
effective way to raise the patient up in a clean and fast way, and move totally
around a big room.
We have focused on all kind of gadgets and supplements which get used to use
the staff members. The main objects are the cloth-lift and the gadget to turn the
patient (to introduce the cloth-lift under him and to keep him turned while he is
showered).
Both devices require the presence of two staff, and as a result it gets wrong
positions of the patients, being the main fact to delete the second staff in our plan
product.
The product variety are presented in our attempt, we can offer two different
independents devices.
CUATRO is going to present 2 new devices :
Turning-Cuatro.
Displacing-Cuatro.
What do our devices offer ?.
• Reduce the number of staff during all the movement in one.
• Be able to put the patient in two positions (to use the toilet and to shower ).
• Position with four pinch points in the same bar.
• Strengthen the back area of the patient and keep it straight.
• Avoid any force human and prevent staff injuries.
• Improve the currently products with a huge investment.
• Incorporation fast, easy and agile in the cranes installed.

The quality is having in mind with both products, the displacing is totally sewing
and only made by just two materials, easy to clean and save. The turning is made
by one piece, totally indestructible and a little flexible in case of big loads.
Therefore the warranty of the product in case of a good used will be 2 years.
The packaging tries to be the cheapest and lightest possible, a common
recyclable transparent polymer.
The good design and versatility of the products results to only one size of the
products, making it easier to combine to several kinds of patients and for the
logistic of the hospitals.

Price.
In spite of the fact that we have achieved to reduce the number of staff in a half,
CUATRO gets to reduce the price of the new devices.
The displacing device has a fast automatic manufacturing able to produce a
huge volume, and the turning device is made by only one injection and mold,
very cheap way instead of the current with several seams and belts.
The price of manufactured expenses and the material are reflected in the enclose
tables.
1. Turning-Cuatro.
RATES in Euros. 2012 2013 2014 2015 2016 Total

Expected sales volume. 300 900 1800 3600 5200 11.800

Expected salesprice. 20 21 22 23 24

Direct Cost. 2 2 2 2 2

Margin I. 19 19 20 21 22

Margin I %. 92,5% 90,5% 90,9% 91,3% 91,7%

Unit Cost calculation:
Direct cost ( variable ). EUROS
Materials. 1
Manpower. 0,6
Total. 1,6

2. Displacing-Cuatro.
Like a discount CUATRO offers different prices for the heavy sales (sales of more
than 100 devices, for instead). The payment has to be in one time, or in periods
concluded with the customers, we are selling the devices with a low price to big
companies with a great solvency.
RATES in Euros. 2012 2013 2014 2015 2016 Total


Expected salesprice. 42 44 45 47 48

Direct Cost. 5 5 4 4 4

Margin I. 37 39 41 43 44

Margin I %. 87,1% 88,6% 91,1% 91,5% 91,7%

Unit Cost calculation:
Direct cost ( variable ). EUROS
Materials. 3
Manpower. 2,4
Total. 5,4

Promotion and Place.
Our main ways to get a good marketing of the product are a smart web with all
kind of information and data of the company and the products as well as a fast
communication way incrusted in the web (application form), and the other way
by a good trained sale-man in the area of the product.
The sales-man is in charge to go, not directly to the hospitals, but directly to the
commercial department or the company which supply and choose all the devices
used in hospitals or residences, so on.
Depending on the country the hospitals are managed by the government or by
healthy companies, we try to get the contact with the position in charge of the
maximum amount of resources.
We begin the sales and the promotion here, in Denmark, and try to expand in 5
years to the closed countries.
In the first year the sales-man will go directly to do a live demonstration of our
products in all the sales department available only in Denmark, and as the same
time try to raise awareness via email and post in all the boundary countries.
The next years the sales-man will go to the cities or countries which have done
interested in our product, trying to do an efficient business trip.
It is important, to keep in touch with the costumers, the product provides with a
card contact and obviously a fast reference in the web with any kind of manuals
and contact information.
During all this promotion time, the salesman has to be present in the mean shows
and exhibitions that take place in Europe.
Not forgetting the Asia and America market, since its fifth year the company can
appoint a distributor working by commission around this location.
All the distribution of products is by a Denmark courier company, departure from
Denmark, the expenses of deliver take paid by the costumer.

Expected Cost of marketing.
Like the document enclose “”, the costs expected are from:
• Develop the web and the cost of year.
• Maintenance : 5000 €/year.
• Keep the server and the web : 1000€/year.
• Salary of sales-man: 60.000 €/year.
• Expenses (flights, fuel, food, accommodation...): 20.000 €/year.
As a conclusion, the sales volume average estimated for both products are
showed in the “Simple economic innovation assessment”.
1. Turning-Cuatro.
2012 2013 2014 2015 2016 Total

2012 2013 2014 2015 2016 Total


Investment, Margins and Turnover.
1.Turning-Cuatro.
RATES to 1000 €. 2012 2013 2014 2015 2016 Total
Turnover. 13 26 54 113 230 436
Direct cost. 2 3 5 10 19 38
Margin I. 11 23 49 103 211 398
Marketing Expenses. 40 52 52 52 52 248
Margin II. -29 -29 -3 51 159 150
Investments (EURO).
Engineering. 3,600
Equipment & Machines. 30,000
Total. 33,600
Investments (EURO).
Engineering. 3,600
Equipment & Machines. 60,000
Total. 63,600

RATES to 1.000 Euro. 2012 2013 2014 2015 2016 Total
Turnover. 9 19 40 83 125 275
Direct cost. 0 2 4 7 10 23
Margin I. 9 17 36 76 114 252
Marketing Expenses. 20 25 26 27 28 126
Margin II. -11 -8 10 49 86 126

Cash Flow.
1.Turning-Cuatro.
2.Displacing-Cuatro.
( 1.000 EURO ). 2011 2012 2013 2014 2015 2016
Cash Flow. -64 -29 -29 -3 51 159
Cumulated cash Flow. -64 -93 -121 -124 -73 86
1.000 EURO 2011 2012 2013 2014 2015 2016
Cash Flow -34 -11 -8 10 49 86
Cumulated Cash Flow. -34 -45 -53 -43 6 92
-75
-50
-25
0
25
50
75
100
1 2 3 4 5 6
Cash Flow
Cummulated cash Flow

-150
-100
-50
0
50
100
150
200
1 2 3 4 5 6
Cash Flow.
Cummulated cash Flow.

Fixed Unit Cost.
1.Turning-Cuatro.
Volume of sales
first five years.
Fixed Unit cost.
1,000 34
2,000 17
3,000 11
4,000 8
5,000 7
6,000 6
7,000 5
8,000 4
9,000 4
10,000 3
0
38
75
113
150
0 2,500 5,000 7,500 10,000
Fixed Unit cost
EURO-Each
Units sold over 5 Year

2.Displacing-Cuatro.
Volume of sales
first five years.
Fixed Unit cost.
1,000 64
2,000 32
3,000 21
4,000 16
5,000 13
6,000 11
7,000 9
8,000 8
9,000 7
10,000 6
0
38
75
113
150
0 2,500 5,000 7,500 10,000
Fixed Unit cost
EURO-Each
Units sold over 5 Year

Plans.

Autumn Case 2011.
Turning-Cuatro.
Displacing-Cuatro.
María Fátima Ramos-Flores 163579
José Ramos-Martín 163580
Alberto Rey Varela 163581

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