Intrapreneurship project

INNOVATION SCREENING PORTFOLIO
Innovation Team Project 02
Innovation Screening Portfolio
Intrapreneurship
ENTR 3312
Team 02
Yang Zhou
Robert McDonald
Joshua Shea
Priyanka Patel
Danaee Schmieldin
Dr. John Karonika
University of Houston
Summer 2013

Executive Summary
Purpose and Scope
The purpose of the Innovation Screening Portfolio of Saint Arnolds Brewery
Company is so Team 02 can examine every team member’s innovation ideas and
models as well as the screening methods that are used in the process of determining
which concept will fit the best for success towards the company. This paper is an
organized process of Team 02’s entrepreneurial development which at the end led to
the selection of the Breathalyzer Beer Opener.
A good amount of this report consists of various entrepreneurial concepts
thought of by each team member. They are described to be different ideas which all
have potential in bringing greater success to the company, Saint Arnolds. The two main
methods used to evaluate all team members concepts are: 1) Qualitative Ranking
Screening Method and 2) Weighted Multifactor Screening Method.
Summary Findings
As a team, all members altogether came up with nine concepts to look over and
compare. During the decision making, Team 02 realized the most valuable factors in
determining the best concept would be uniqueness, the creativity of the innovation,
market share, and the buyer’s wants and needs. Team 02 came to discover that
comparing all concepts and ranking them from greatest to lowest in each category
would help narrow down the one best concept. This brought Team 02 to the

conclusion that breathalyzer can opener would be the best innovative concept due to
the fact that it covers all the factors we wanted out product to provide. The
breathalyzer ranked the greatest.
Other Supportive Information
Company Summary Saint Arnold Brewing Company is located in Houston. This
Brewing Company is Texas’ oldest Craft Brewery. Saint Arnolds has beers from all over
the world. They sell beer in many flavors to add a twist and bring interest to the
brewery. This company is known for their love to service customers with unique year
round as well as seasonal beers. Not many beer companies out there can make as
many flavors as Saint Arnolds. ("History of saint,”)
Concept Description
A breathalyzer beer opener is a unique product for a brewery to provide to
customers. With the incorporation of a beer opener under the breathalyzer, it makes it
easier to carry around. With two different uses of the product, the concept allows you to
have a good time with your favorite beer, as well as staying safe and watching your
health. This product takes advantage for both situations. Our brewery also benefits
from this in terms of the customer returning for their favorite beer.
Rejected Innovation Concepts
Eight other concepts were looked about and evaluated as well. Every team
member came up with these unique concepts, which were all mean to help with the
innovation of the company. Nevertheless, the team came to realize the Breathalyzer

beer opener compared to be the finest match when looked upon in the Weighted
Multifactor Matrix. The concepts rejected have acquired scores in the following order
Rejected concept descriptions
Table of Contents

Introduction...............................................................................................................
Innovation Concept Descriptions
Breathalyzer......................................................................................................
Tip Proof............................................................................................................
Shatter Proof.....................................................................................................
Electric Cooler...................................................................................................
Electric Coaster.................................................................................................
Beer Cap............................................................................................................
Beer Package.....................................................................................................
Recycling...........................................................................................................
Delivery.............................................................................................................
Innovation Screening Process....................................................................................
Qualitative Ranking Screening Method............................................................
Weighted Multifactor Matrix Method..............................................................
Portfolio Summary.....................................................................................................
Conclusion..................................................................................................................
References.................................................................................................................

introduction
Innovation Concept Description
Date: 07/18/2013
Semester-Year: Summer 13
Team Number: 02
Submitted by: Robert McDonald
Innovation: Shatter Proof Bottles
I. Innovation Type
This concept is a continuous innovation in the way that it is improving the product
line through product revision. The new bottles will not shatter, so the Saint Arnold
company as well as the consumer will not have to worry about broken glass shards if a
bottle breaks.
II. Innovation Concept
A. Concept must prove an overt benefit to user
Shatter Proof Bottles provides the customer with the uniqueness of having a
bottle that doesn’t break as easily as a normal bottle would. The bottle would be
reinforced with a plastic laminate so the consumer would have the convenience of not
having to deal with broken shards of glass if a bottle happens to break.
B. Concept is unique and not easy to imitate

The manufacturing parts and required material to make the Shatter Proof Bottle
idea difficult to duplicate. It’s one of a kind, Anheuser-Busch was the "first major brewer
to launch a national brand in an aluminum bottle in 2004" (NBC NEWS (2004). This is
similar within the idea of bottle renovation, but the material is not aluminum, it is a
reinforced glass bottle with laminate covering.
C. Concept is feasible and can be implemented
The dynamics of the Shatter Proof Bottle can be easily implemented by Saint
Arnold. The company would get in touch with their bottle distributor to do some
modifications to the bottle itself. Shatter Proof requires that they make the glass with
plates of plastic or resin or other material between two sheets of glass to prevent it from
shattering.
D. Concept's return exceeds its cost
The Shatter Proof Bottles would able to be recycled, providing a return which
exceeds the cost for the bottle manufacturer and in turn, Saint Arnold Brewery.
E. Concepts Offers A Complete Value Proposition
Shatter Proof Bottles Proposition:
Target Market: Beer consumption is overwhelmingly male-dominated but
the target market is both men and women of legal age to drink.
Benefits Offered:
1. Highly shock exorbitant; Helps clumsy individuals.

2. Large events, parties, won’t have the problem of lots of broken glass
from intoxicated individuals.
3. Increased safety for anyone handling trash, cleaning up from a party and
intoxicated individuals. No worry of hazardous shards of broken glass because
the broken glass would be contained within the bottle.
Initial Estimated Pricing: Pricing for the Shatter Proof Bottle would be
slightly higher during the transition process.
The Shatter Proof Bottles offers an importance proposition mainly due to
its’ durably and benefit for safety.
III. Company, Products, Markets
Saint Arnolds Brewing Company with craft microbrews and the heart and soul of
Texas being that it is Texas’ oldest craft brewery. Saint Arnolds Brewing Company has
old tradition of making cask ales, a style of beer not seen distributed in Texas since
probably prior to Prohibition. Saint Arnolds Brewing Company is adaptable that nearly
any area (i.e. bar Club Store, Convenience Store, Drug Store, Grocery Store, Liquor
Store, Nightclub/Bar, Sit-Down Restaurant and Stadium/Arena) can become superior
with any of Saint Arnolds Brewing Company's beer.
This company is innovative and favorable that one wonders why the non-
microbreweries haven’t tried to buy them out. "Our first keg of beer was shipped on
June 9, 1994. Founded by Brock Wagner and Kevin Bartol, we chose Houston because,
other than living here, this was the largest city in the country that did not have a

microbrewery. Brock was a longtime home brewer and had considered opening a
brewery as far back as college, although that was quickly dismissed as a silly idea.
Seven years after graduating, Brock revisited the idea, enlisted Kevin's help and the
brewery was off and running. Kevin has since left the business after a bitter battle. (Just
kidding - but don't you wish people wrote that when it was the truth?)" (Saint Arnold
Brewing Company n.d.). Brock develops the recipes for the Saint Arnold beers based
on his own home brewing experience with rich malty, creamy flavors and no shortage of
hops. Brock 's objective was is to collective search out for innovative, detail oriented and
overall good individuals, like the teams well know brewer, Vince Mandeville a master of
brewing. Brock and his associates have made progress in the targeting major markets
in the Louisiana and Texas. "From St. Arnold, the oldest brewery in Texas, to the new
microbreweries popping up in Austin every other day, Texas is quickly becoming a beer
heaven. It's also one of the fastest growing states when it comes to craft beer, so expect
the Lone Star State to be moving up the list in years to come" (Usatoday (2013). Saint
Arnolds Brewing Company goal is to "brew world class beers and deliver them to our
customers as fresh as possible making them the best beers in Texas and Louisiana.
Our customers are beer lovers - people that appreciate great, full-flavored beers" (Saint
Arnold Brewing Company n.d.).
IV. Company Fit
The entrepreneurial venture in the company has already been taking into account
by the power that be. The small business has renovated a neighborhood, just following

the barrels. This new products introduced to product line "Projects that involve line
extensions, product revisions, and product innovations (not all that new to the market
and the company has some experience the area) often benefit from the existences of
small decentralized teams that emphasize efficiency and speed delivery" (Morris et. al.,
2008)
V. Intended Target Market and Competition
Team 02 anticipates these pioneering designs create a curiosity in anyone,
wondering about this, exclusively those individuals that our target market and its only a
matter of enhancing the bottle with plastic. We would begin with our existing customers,
and then we will branch out to different communities and location. While its going to be
the first of its kind, Team 02 will not have any competition at first only when the
competitor see the advantage will it be matter and by that time it'll be too late. Saint
Arnolds Brewing Company business and enable them to accomplish a reasonable
improvement in the product.
VI. Features, Functions and Benefits of the Innovation Concept
The present bottles at Saint Arnolds Brewing Company can be hazardous in the
long run, so the research and development team would make the current bottle obsolete
not only to the current market but could also make the Saint Arnold product a fad. The
middle part of the bottle is glass bonded evenly with plastic when broken; it prevents the
glass from breaking up into large sharp pieces, a "Shatter effect". Customers would no

longer have the problem of dangerous pieces of glass shattering all over the floor if a
beer was dropped.
VII. Competitive Differentiation of the Innovation Concept
If you try to look for any laminated glass the most common thing that would pull
up would be laminated glass for vehicles or even building windows. An issue that
customers of Saint Arnolds Brewing Company have had, we certainly took care of them
with the Shatter Proof Bottles being a captivating marketing topic.
VIII. Critical Risks and Limitations
Team 02 expects only one limitation; customers that drop the bottle from a
evaluated point, the bottle might develop spider web cracking typical of laminated, heat
may also be an issue since its coated with plastic but it has to be high heat must like
Houston's weather in the summer. Saint Arnolds Brewing Company customer's service
are open Monday through Friday 8 a.m. to 5 p.m. Closed on the weekend.
The customers can be accommodated if the recycled bottles they had purchased
where seriously damaged. But also note that if someone anxiously wants to break the
bottle they most certainly will. For the most part it’s made for clumsy people all over but
it’s still not completely guaranteed, but its fixes an ongoing drawback on a prehistoric
design.

Date: 07/18/2013
Team Number: 02
Submitted by: Danaee Schmiedlin
Innovation: Delivery
I. Innovation Type
Delivery for the Saint Arnold brewery would be classified as a discontinuous
innovation. Delivery changes the way customers address the need of supplying beer for
a party or large occasion.
The Saint Arnold line of beers would benefit from a delivery service. A courier
would transport the beer directly from the warehouse to a requested household or event
area. The Saint Arnold Company would then offer to return after the party to collect the
recyclable items. Currently, beer-drinkers must travel by road to acquire the beverages
they wish to consume, but the Delivery Innovation will change the way customers
address this need by simply ordering the desired amount of beer by telephone. This will
reduce drunk drivers and accidents related to alcohol consumption.
A. Benefit to the user
Delivery would benefit the user tremendously in the course of saving time, being
organized, and driving less when possibly intoxicated. The Saint Arnold brewery would
deliver the beer to the household, party or event so the persons desiring to drink alcohol

would not be required to drive and get their beer, especially if they run out. This should
reduce the number of DUIs in the area as well as the number of car crashes.
B. It is unique and not easy to imitate
Currently, no beer company has a delivery service for their beer. It is unique in
the fact that it would be like ordering for pizza, but you would be ordering your favorite
beer instead. Since Saint Arnold is a microbrewery located in Houston, it would be easy
to implement a delivery service for the people of Houston. Other beer companies would
find this difficult to imitate because their factories are located on in mainly rural areas,
such as the Bud Light and Budweiser factories.
C. It is feasible and can be implemented
The Saint Arnold brewery would be able to implement the delivery service
simply by hiring a few drivers, appointing an overseeing manager, and networking a
telephone number for people to order from.
D. Its return exceeds its cost
There should be no lost revenue in the delivery service. Saint Arnold brewery
would be selling significantly more beer, contributing to an increased source of revenue.
E. Value Proposition
Delivery Proposition:
Target Market:

Persons of age to drink Saint Arnold, 21 years and older, as well as those
interested in reducing their chances for a DUI ticket and making the roads safer
after drinking has been occurring.
Benefits Offered:
1. Increased sales of beer for Saint Arnold brewery
2. Less intoxicated drivers on the road going to get more beer
3. Ability to conveniently order the alcohol for a large event or party from
the freshest source available – the factory it was brewed in.
Estimated Price Range:
The beer ordered from the factory would be the same price as which
bought from a store. There would need to be an extra fee for the delivery service,
depending on how far away the customer is located and how much beer is being
delivered. The more beer the customer orders, the less the service fee for
delivering the beer. Three 12-packs of Saint Arnold beer delivered would need a
fee averaging $5 to $10 dollars depending on the distance driven.
The Saint Arnold Company recognizes its customers desire to drink lots of
the manufactured beer. The brewery wishes to decrease the number of traffic
accidents, deaths, and police tickets by keeping these people off of the road who
are determined to drink one way or another. The brewery addresses this need by
supplying the consumer with the beer at their own homes, preventing an
excursion for more beer from an intoxicated individual.

III. Company, Product, and Markets
The Saint Arnold Brewery brews each beer from only four ingredients; water,
hops, yeast, and malt. This is one of the major parts of the company’s mission, which is
to use the tried and true traditional beer ingredients that date back to when beer was
first being made by Saint Arnold himself. Saint Arnolds believes in community by
supporting non-profit organizations, hosting events at the brewery and in the city of
Houston, and by providing a place at the brewery for customers to relax, come together,
and of course, drink the fresh Saint Arnolds line of beers.
The Saint Arnolds product line consists of their year-round brews, seasonal
brews, and special brews. There are T-shirts, glasses, mugs, bobble-heads, and beer-
taps available to purchase at the brewery, but the main product the company produces
is beer. The product line for year-round beers consists of; Amber Ale, Weedwacker,
Elissa IPA, Endeavour, Brown Ale, Fancy Lawnmower, Santo, and their non-alcoholic
Root Beer. The Saint Arnold Seasonal brews consist of; Spring Bock, Oktoberfest,
Winter Stout, Summer Pilsner, Christmas Ale, and Pumpkinator. At the tour of the
factory, the workers were pouring in molasses and brown sugar to make the
Pumpkinator beer in time for the massive October demand. The special brews at the
Saint Arnold brewery consist of; Divine Reserve, Icon Series, Bishops Barrel, and
Homefront IPA.
The company’s markets include grocery stores, gas stations, and bars, along
with other places with a license to sell beer, in Texas and Louisiana only. These

markets are necessary for the Saint Arnold brewery because without them, no one
would be able to purchase the beer.
IV. Company Fit
The innovation concept fits the Saint Arnold mission of quality crafted beer and
community by attempting to protect their customers from venturing out for more of their
beer after too much beer could have possibly been consumed. The Saint Arnold
brewery wants to keep community strong, in a positive atmosphere, and would like to
prevent accidents and deaths that could have been related to their product intoxicating
an individual. The delivery service would strive to keep Saint Arnold customers off of the
roadways while still allowing them to enjoy their favorite craft beers.
The target market for the Saint Arnold delivery service is those patrons who are
21 and up. Those who recognize the benefits of the delivery service by keeping
intoxicated individuals off the road will appreciate the availability of the delivery service.
Those who wish to enjoy the Saint Arnold brand beer and keep off of the road ways will
also be part of the intended target market.
Competition might occur after the delivery service is implemented, although
currently there is no beer delivery service available for general public use by a single
service brewery.
VI. Features, Functions, and Benefits of the concept

Features of the concept include a telephone number to call when beer is desired,
a selection of craft brews from Texas’ oldest craft brewery, and prompt service and
delivery after the beer order has been placed.
Functions of the concept will provide a safety service for the intoxicated individual
who is determined to drink more beer. It will help the customer by keeping them off the
road ways, consequentially preventing them from causing accidents or causing car
wrecks.
A favorable result the customer receives is the option of having beer delivered to
them like pizza, but without having the problem of going to get the beer and be on the
roads while possibly intoxicated.
VII. Competitive Differentiation
The innovation concept is different from competitive offerings in the sense that no
other brewery delivers their own beer to their customers. This would increase revenue
for the Saint Arnold brewery and show the value of their customers to the public. There
are independent companies that sell a variety of beer, wine, and liquor through delivery,
but major beer factories do not have a service such as this one.
The sustainable competitive advantage recognizes adaptability in regards to
adjusting to new needs for the customer with core operations and commitments in mind.
Also, flexibility is an advantage because this innovation is meeting the diverse and
evolving requirements of customers.

There could possibly be risks related to the delivery process. Customers would in
turn be drinking more beer, and could decide to drive after the delivery has been
completed. This is out of the company’s hands, but there is an issue concerning safety.
Date: 7/20/13
Team number: 02
Submitted by: Joshua Shea
Innovation: Electronic coaster
I. Innovation Type
The electric coaster is first of its kind to the market, which makes the innovation
type a discontinuous innovation. It has the ability to keep the surface that you put your
drink on from getting wet, and also has the ability to keep your drink cold.
The electric coaster is an electronic coaster that has tubing that runs ice cold
water through it, four silent mini fans, and a dry bottom so the table won’t get wet. The
electronic coaster provides the ability to keep your beer or beverage of choice cool
while not having to put it in a refrigerator or icebox. It provides a great deal of
convenience because the user does not waste time and effort to walk back or forth to
the icebox to grab their cold refreshment. The electronic coaster eliminates the need for
an icebox. The electronic coaster saves the consumer money on an unneeded good
and saving the environment of a finite good which is water. All the consumer has to do

to activate the electronic coaster is to flip the switch from off to on. The four mini fans
will automatically turn on and the water will begin to cool down to 30 degrees all while
keeping the table dry. The top of the coaster is a flexible plastic while the bottom is non
shattering glass. The electronic coaster needs two double A batteries to provide it
power to operate. The coasters all come in the same size 3”x3”.
The electronic coaster is unique because it is the first of its kind. It borrows ideas
from the home computer systems. Some home computer systems have tubing of fluid
that runs through the computer to keep it cool. The electronic coaster does the same
but the fluid gets ice cold. The home computer also has multiple fans that blow air in to
keep the computer cool. The electronic also has multiple fans that will run, but it will
keep a beverage cold instead of silicone parts. It is a huge improvement from just the
regular coaster. High quality coasters are for cosmetics and looks, but the electronic
coaster takes it an extra step forward and cools the beverage at the same time.
The concept is feasible to implement, but first of its kind so the technology won’t
be as advanced as we would like it to be. We borrow much of the technology from home
computer systems to cool the coaster and the cosmetic look of a futuristic coaster.
D. Concept’s return exceeds its cost
The electronic coaster is an expensive innovation and will be the most expensive
coaster on the market. It is designed to last up to five years. The non-shattering glass

and flexible plastic ensure that it won’t break when dropped or being manhandled. The
electronic coaster is intended for the target market to only own one per person because
of the price tag that it carries. The materials that make up the electronic coaster are
cheap, but still high quality. We intend to sell large quantities to bars and restaurants.
Most of our income will come from selling the electronic coasters to bars.
E. Concept offers a complete value proposition
Electronic Coaster Value Proposition Statement:
Target Market: Consumers that enjoy beer or cold beverages
Benefits Offered:
1. The consumers beverage is much more enjoyable and lasts
substantially longer
2. Small and easy to transport anywhere you like
3. Is virtually silent
Estimated Initial Pricing: The cost of the electronic coaster is much
greater than other high end cosmetic coasters.
The electronic coaster offers a lot of value over our estimated five year life
time. The Electronic coaster is small, compact, durable, and is easy to transport.
The electronic coaster allows you to keep your beverage cold at all times
wherever you’re at, and on any surface also.

Saint Arnolds feels that our market is not only beer but how people consume
their beer and other beverages. Saint Arnolds wants to increase the satisfaction of
drinking beer and cold beverages by introducing innovative products like the electronic
cooler and the electronic coaster. We want to innovate what people drink and how they
drink it. Saint Arnolds wants to become the most dominate beer and beverage
consumer innovator in the market.
Saint Arnolds wants to get the jump on the market and other competitors. Saint
Arnolds might not be the first to make a new innovative product like the electronic
cooler, but we want to be able to strive for making other new products and driving the
cost down of old ones. We want to improve the safety of our alcohol consuming
customers by innovating new ways of getting people breathalyzers.
Saint Arnolds believes that providing the customer with outstanding beverages
isn’t enough. We believe that we need to provide products that help enhance the
quality, safety, and enjoyment of these beverages. We want to provide these products
to the middle class audience at a reasonable price. For Saint Arnold’s production of new
outstanding products we use a top notch design team, high quality material, and good
distribution methods to reach and satisfy all of our audience. Saint Arnold’s goal is to
make the consumption of beverages undeniably better and to make our customers as
happy as they possibly can be.
IV. Company Fit
Saint Arnolds spends a lot of time on trying to increase the quality of beverage
consumption. Our products don’t only revolutionize how you keep your beverages cold

but they also save tons of space and money. Saint Arnolds doesn’t only have pride in
the drinks they make but also how you consume them. Saint Arnolds is always looking
for new innovations on how to make your drinking experience a better one.
The Electric coaster is optimal choice for customers at local bars or the bars
inside their homes. With the new innovation of the electric coaster Saint Arnolds
continues to push the limits of how you consume your beverages, and how we improve
the consumption of beverages. Local bars and restaurants will be the most likely
candidates to receive the most utility from the electric coaster. People at home could
also find the electric coaster to be useful. They can invite guests over and dazzle them
about how their coaster helps maintain the cold temperature of their favorite beverages.
The Electric coaster eliminates the need to walk back and forth to the refrigerator.
The electric coaster is the first of its kind. There is nothing else that can compare to it
because of its size. A cooler is the closest innovation comparable to the electric coaster.
None of our competitors offer a similar product. The electric coaster borrows heavily
from the home computer.
VI. Features, Functions, and Benefits of the Innovation Concept
The electric coaster features a unique tube and fan cooling system which
eliminates the need for a bucket or refrigerator. By flipping the switch located on the
side of the coaster the fluids in the tube begin to circulate and cool. The four mini fans
begin to turn silently. The best features of the electric coaster are that it cools your drink

silently and all of your surroundings stay dry. The electric coaster is the most ideal
innovation for public bars and household kitchens.
The electric coaster will have the best reviews for coaster products because it’s
the only one of its kind. No company has yet to take the risk to innovate and produce an
electric coaster. The electric coaster borrows its electrical system from home
computers, and its futuristic looks form today’s top designers. The electric coaster
allows customers to cool their refreshments without making any mess at all. The electric
coaster can easily be taken from room to room It will save bars money because they will
spend less time cleaning up at night.
The risks of the electrical coaster malfunctioning or breaking are very low. We
provide a free five year warranty for the electric coaster to keep our customers as happy
as possible. The Electric coaster is not likely to break because of its flexible plastic, non-
shattering glass, and air tight packaging so the water doesn’t damage the electrical
unites. We will include an instruction manual with the electrical coaster that informs you
about the five year warranty, and instructions on how to operate it.
Date: 07/18/2013
Team Number: 02

Submitted by: Danaee Schmiedlin
Innovation: Recycling
I. Innovation Type
Recycling at the Saint Arnold Brewery would be a continuous innovation in the
form of an extension of the line of recycling that the brewery already does in order to
enhance efficiency and overall increase the materials recycled.
Enhancement of the recycling process at the Saint Arnold Brewery is necessary
because at the current date, the only materials recycled are the paper 4-pack, 6-pack,
or 12-pack carriers that the beer bottles are bought and transported in. It would be
beneficial to the brewery as well as the environment if recycling was expanded to the
glass from the beer bottles, left over bags of grain, and other frequently used materials
such as palates.
A. Benefit to the user
Long term, recycling benefits the user in massive ecological ways. If the
company had a return policy like the policy already in place with the carriers, where the
consumer can trade a number of carriers in for a t-shirt, a mug, etc., then the user would
have a greater incentive to also return the glass bottles instead of throwing them away
and filling up landfills with the potentially harmful and indecomposable materials. This
benefits the consumer’s children and great-grand children who will have to face the
growing problem of declining landfill space in the future. A benefit also goes to the

consumer in the fact that recycling can lower the cost of the repurposed bottles in the
future, because less material would be needed to make bottles from strictly raw
materials.
The recycling concept falls the shortest in this category, as many companies are
aware of the benefits of recycling. The unique aspect of this innovation is that as with
the Saint Arnold companies’ already existing exchange policy regarding the bottle
carriers in return for a shirt, glass, mug, or other novelty item, the same exchange policy
would count for the return of the glass bottles.
C. It is feasible and can be implemented
The benefits of recycling are gargantuan when compared to simply throwing the
possibly reusable materials in the garbage. The Saint Arnold Brewery’s exchange rate
for the bottles would be close to the net worth of the items used for the incentive to bring
the bottles back, and the company would only have to strike a win-win deal with a local
Houston recycling company so both would be making a profit, and getting business at
the same time. It would be beneficial if the Saint Arnold Brewery could begin using
recycled bottles, but that is going further down the innovation process.
E. Value Proposition
Recycling Proposition:

Target Market: Those wishing to help the environment while also
supporting the Saint Arnold Brewery, who have a means to bring the bottles back
to the company located in Houston.
Benefits Offered:
1. Exchange the bottles for a fully functional novelty Saint Arnolds Item,
such as a glass, mug, t-shirt, beer tap, etc.
2. Helps the environment by lowering landfill waste, projected analysis of
problematic glass substantially lowered due to a high incentive and turnover rate
of recycling glass bottles.
Estimated Price Range:
The Saint Arnold Company should be gaining revenue by returning
the bottles consumed to the recycling companies, and in turn working with the
recycling companies to ensure business circulation. There would be no revenue
loss for the Saint Arnold Brewery.
Recycling would overall help the Saint Arnold Brewery by not having to buy new
bottles, but eventually the recycled, repurposed bottles that would be made at a fraction
of the cost and bottles would therefore be cheaper to buy in bulk for the brewery.
III. Company, Product, and Markets

The Saint Arnold Brewery brews each beer from only four ingredients; water,
hops, yeast, and malt. This is one of the major parts of the company’s mission, which is
to use the tried and true traditional beer ingredients that date back to when beer was
first being made by Saint Arnold himself. Saint Arnolds believes in community by
supporting non-profit organizations, hosting events at the brewery and in the city of
Houston, and by providing a place at the brewery for customers to relax, come together,
and of course, drink the fresh Saint Arnolds line of beers.
The Saint Arnolds product line consists of their year-round brews, seasonal
brews, and special brews. There are T-shirts, glasses, mugs, bobble-heads, and beer-
taps available to purchase at the brewery, but the main product the company produces
is beer. The product line for year-round beers consists of; Amber Ale, Weedwacker,
Elissa IPA, Endeavour, Brown Ale, Fancy Lawnmower, Santo, and their non-alcoholic
Root Beer. The Saint Arnold Seasonal brews consist of; Spring Bock, Oktoberfest,
Winter Stout, Summer Pilsner, Christmas Ale, and Pumpkinator. At the tour of the
factory, the workers were pouring in molasses and brown sugar to make the
Pumpkinator beer in time for the massive October demand. The special brews at the
Saint Arnold brewery consist of; Divine Reserve, Icon Series, Bishops Barrel, and
Homefront IPA.
The company’s markets include grocery stores, gas stations, and bars, along
with other places with a license to sell beer, in Texas and Louisiana only. These
markets are necessary for the Saint Arnold brewery because without them, no one
would be able to purchase the beer.

IV. Company Fit
The innovation concept of Recycling fits the companies’ mission statement and
strategic objectives by recognizing the desires of community and the necessity of
protecting the community now and in the future. Recycling will help the community by
lowering the landfill waste and providing a positive model for future generations to follow
when faced with the option of recycling. Saint Arnold is dedicated to providing its
customers with the freshest and best possible beer, so the good of the community and
customers is directly related to recycling possibly harmful materials.
The concept of recycling is targeted to those of age to drink, 21 years and up,
who want to make a difference in changing the future, by giving them the easy option to
recycle the used bottles after a party. The market is also for the bars that use lots of
Saint Arnold bottles and wish to not simply throw them away. Competition in recycling is
not a major problem, as it is not a competitive type of innovation. The recycling process
is mainly for the company and the consumer. It is not intended to create competition
with other beer companies, although if other beer companies used similar recycling
processes, it would not be a bad thing.
VI. Features, Functions, and Benefits of the concept
This concept can tie into another concept, the delivery concept. When Saint
Arnold delivers the beers to the residency, they can have a policy where they also pick
up the used bottles the next day, while the consumer earns a T-shirt or something small
for an incentive to not throw the bottles away. This would help the consumer by clearing

the area of heavy bottles before they take up space or get left lying around. A feature of
the recycling concept would not only be the actual recycling, but picking up a substantial
amount of bottles from a residency in the Houston area in order to increase the payoff
for taking the bottles to the recycling company and increasing revenue. There are no
physical characteristics of the concept because it is not a physical innovation.
VII. Competitive Differentiation
The innovation concept is different from competitive offerings in the fact that no
other beer company will pick up a substantial amount of beer bottles from a residency
for the purposes of recycling them, and no other beer company has a policy where the
consumer is rewarded for returning recyclable material to the company in the form of
fashionable clothing that supports their favorite beer or useable glasses and mugs to
drink out of and promote the brewery.
This concept is not new to the industry, but the sustainable competitive
advantage is the fact that it will always be better for the environment and profitable for
the company to recycle.
Saint Arnold brewery already has a recycling process underway with the beer
bottle carriers and recycling beer bottles, grain bags, and other reusable materials can
only help the company prosper. There are no known limitations or critical risks to
recycling. The system needs to be overseen by a supervisor most likely, but the process
should only be beneficial for all parties.

Date: 7/20/13
Team number: 02
Submitted by: Joshua Shea
Innovation: Electronic Cooler
I. Innovation Type
The Electronic cooler is not the first of its kind in today’s market. The electric
cooler has the ability to transport your drinks and keeps them cool at the same time.
The electric cooler doesn’t need to waste water to keep your drinks cold. This
innovation would be a dynamically continuous innovation due to the fact that the product
would be part of a new product line for the Saint Arnold Brewery.
II. Innovation Type
The electric cooler is an electronic cooler that has multiple large fans that blow in
cold air to keep your drinks at an optimal temperature. The fans will be quite so you can
have the electric cooler running while you’re doing other activities without being
distracted. The cooler allows you to cool beverages and food without getting any of your
surroundings dirty or wet. Our electronic cooler borrows the idea of using fans from our
market competitor but also adds in other accessories to make it stand out. The

electronic cooler has removable racks so you can stack drinks and food on the racks
without worrying that everything will move around. The electronic cooler will include an
exterior stereo so you can listen to your favorite music or station at your own
convenience. The electronic cooler also has an ice maker so you can add ice to your
favorite beverage. Our electronic cooler is very compact for all of the accessories that it
contains. The electronic cooler needs to be plugged into an outlet or requires 5 D
batteries. The electronic cooler is made to be very durable. The cooler is comprised of a
tough flexible plastic.
Our electronic cooler is the not the first electronic cooler in our market. The
electronic cooler is unique because it has a lot of accessories that the competition does
not. We take the basic ideas of our competitor’s models and build upon them by adding
useful accessories and a durable plastic body. It’s not easy to imitate because its
compact, has a lot of accessories in a small body product, and has a unique plastic
build. Our electronic cooler will be the first of its kind, and will force our market to move
forward.
Our concept of the electronic cooler is feasible to implement, but takes a longer
time to make all of the parts than our competing models. We take the basic concepts
from our competing firm’s models and build heavily upon them. Our model will be the
most advanced on the market.

D. Concept’s return exceeds its cost
The electronic cooler will be expensive to make because of all the top quality
materials we use, thus making it one of the more expensive models on the market. We
will sell the product around the U.S $150 mark. We design the electronic cooler to last
up to seven years. The electronic cooler is intended for the target market to only own
one per family or person because of the high price tag it carries. The cost of the
materials we use to make the electronic cooler are in the mid-range, but still high
quality. We intend to sell to people who like to go to sporting events, camping or
traveling. Most of our income will come from selling to these target markets.
Electronic Cooler Value Proposition Statement:
Target Market: Consumer that enjoys beverages and food on the go
Benefits Offered:
1. The consumers beverages and food stays cold and lasts longer
2. Compact and is very easy to transport
3. The fans that cool the electric cooler are silent
4. Has a built in ice maker
5. Very durable and long lasting

Estimated Initial Pricing: The cost of our electronic cooler is the same as
the other high end competitor’s costs.
Our electronic cooler offers a great deal of value over the
estimated lifetime. The electronic cooler is compact, durable, easy to transport,
and an eye catcher. The electronic cooler allows you to keep you beverages and
food cold and organized when you’re traveling. The electronic cooler is perfect
for tail gaiting or camping
Saint Arnolds feels that our market is not only beer but how people consume
their beer and other beverages. Saint Arnolds wants to increase the satisfaction of
drinking beer and cold beverages by introducing innovative products like the electronic
cooler and the electronic coaster. We want to innovate what people drink and how they
drink it. Saint Arnolds wants to become the most dominate beer and beverage
consumer innovator in the market.
Saint Arnolds wants to get the jump on the market and other competitors. Saint
Arnolds might not be the first to make a new innovative product like the electronic
cooler, but we want to be able to strive for making other new products and driving the
cost down of old ones. We want to improve the safety of our alcohol consuming
customers by innovating new ways of getting people breathalyzers.
Saint Arnolds believes that providing the customer with outstanding beverages
isn’t enough. We believe that we need to provide products that help enhance the

quality, safety, and enjoyment of these beverages. We want to provide these products
to the middle class audience at a reasonable price. For Saint Arnold’s production of new
outstanding products we use a top notch design team, high quality material, and good
distribution methods to reach and satisfy all of our audience. Saint Arnold’s goal is to
make the consumption of beverages undeniably better and to make our customers as
happy as they possibly can be.
IV. Company Fit
The electronic cooler helps reinstate Saint Arnold’s idea of improving the
customer’s beverage and the ways they consume and experience it. The electronic
cooler transforms the normal cooler into an organized cooling machine with a media
center. The electronic cooler will improve tailgating experiences, sporting events,
traveling, camping, and will be a backup plan in case of a natural disaster.
The electronic cooler targets consumers who like to travel, sporting events,
tailgating, and camping. The electronic cooler gives the convenience of carrying your
food and beverages along with you while keeping them cool, and as an added bonus
feature it includes a stereo. There is a lot of space inside of the cooler, and it also
contains racks so you can keep your belongings organized. The cooler also entertains
people who like to listen to music or want to listen to the radio for daily news. There has
yet to be a cooler quite like ours. The electronic cooler like other Saint Arnold’s products
will give us a competitive advantage.

VI. Features, Functions, and Benefits of the Innovation Concept
The electronic cooler has three main features. The first feature is that it helps you
transport your food and beverages wherever you want. The electronic cooler is
relatively small so you can throw it in the back of your car or carry it quite easily. The
electronic cooler can stored away relatively easy because of its size.
The second main feature is that it keeps your beverages and food cold while on
the go. The two large fans blow cold air into the cooler keeping the items cold and
edible for long periods of time. This feature is ideal if you go to a children’s sporting
event and you’re carrying snacks for them. When you go camping or fishing it keeps the
containing items cold, or if you just want to go tailgating.
The third main feature is its removable racks and ice maker. The removable
racks have the ability to keep everything that you put into the cooler organized and
clean. The ice maker makes ice for your beverages while also cooling the cooler at the
same time. These two items are essential if you’re throwing a party or throwing a
special event.
The electric cooler will have better reviews and be looked at as a better product
than the competitors because of all the features that it has. No company has yet to
make a cooler that can be as organized, compact, and entertaining as ours is. The
removable racks and ice maker are the two features that put us a step ahead of the

game, and will change the future market. The electronic cooler can easily be taken from
location to location.
The risks of the electric cooler malfunctioning or breaking are considerably low.
Saint Arnolds provides a seven year warranty for the expected lifespan of the cooler.
The possibility of the electric cooler breaking is very low because of the durable plastic
that it is built out of. We also include an instruction manual that provides information on
how to operate the cooler, the warranty, and other Saint Arnolds products that the
customer might be interested in.
Date: 07/29/2013
Team Number: 02
Submitted by: Yang Zhou
Innovation: Decomposable triangular prism package of can beers
I. Innovation Type
With the progression of technology, many aspects in the package of beers are
growing more healthy and convenient. However, some functions are currently limited. As
of right now, there is no effective beer packaging that can meet the requirement of
customers to enhance function, and protect environment at the same time. The
decomposable triangular prism beer package would be described as a discontinuous

innovation as it is new to the world and addresses a need that has not been addressed
before.
II. Innovation concept
Our decomposable triangular prism packages are composite combining
decomposable plastic and paper, not the regular only glass or aluminum can packages.
We design the can body made by paper, and outside and inside of the can would be
made by decomposable plastic. Moreover, our new can body is not the original cylinder.
We will be the first company who designs beer can body as triangular prism. With the
improvement of technology, our new decomposable triangular prism package of beers will
be greatly sought after by a customer who is up to date with the way technology is
progressing. Our decomposable triangular prism packages could pursue safety, health,
convenience, and environmental protection all in one.
A. It must provide an overt benefit a user
Our decomposable triangular prism package of canned beers will be good for
customers because it can simple to use, and improves the beers safety. We will be the
first company who designs beer can body as triangular prism. They can keep better
stability. For example, because the bottom of our can body is triangle—a very stable
shape in the natural world, it can be more difficult upset than regular cylinder package.
Moreover, our decomposable triangular prism package has a special bottom design of
decomposable plastic to protect the liquid from upsetting. When people have drank
almost all of the beer, the total mass of can will become very light, so the beer may be
easily upset. However, our new can package won’t allow this to happen due to the ability

of the decomposable plastic bottom to adhere to the table. Second, our decomposable
triangular prism packages are convenient for everyone to carry or store. For instance,
whoever you are; manufactories, retails, or customers, you can use the same space to
store double the beer cans because our decomposable triangular prism packages can fit
together with no wasted space as cylinder beers have when packed together.
Our decomposable triangular prism packages will be unique and not easy to
imitate because it is universal and will be patent protected. First, our decomposable
triangular prism packages are special because our design will be manufactured to our
decomposable triangular prism package for all beer bottles, so they will become the most
universal and convenient one at the time. In other words, our company believes that our
decomposable triangular prism packages can occupy the market without any true
competitor. Additionally, our company will choose patent protection. Even if we cannot
hold the whole market one day, we will benefit from selling our decomposable triangular
prism packages under a patent.
C. It is feasible and be implemented
It will be feasible and be implemented because it caters to a population’s demand
for convenience and it can be implemented given the flexibility and creativity already
displayed by several other useful beverage package that have entered the market.

Cost will be covered, and benefit will be huge by our decomposable triangular
prism package’s control in the market. First, after financial analysis, designing our
decomposable triangular prism packages won’t cost too much because the company can
take what’s already been created by initial beverage package manufactory and the
decomposable triangular prism package it to our product. Moreover, before we put our
decomposable triangular prism packages in the market, we communicate with major
retails and customers to match our decomposable triangular prism packages up with their
specifications. Therefore part of a research grant will be paid by customers and retails.
Second, our decomposable triangular prism package has two advantages: utility and
small profits, but quick turnover. People always choose good tools to simplify their work.
Moreover, if a family uses it, it means every family member has to purchase it.
E. It offers a complete value proposition
Target market: all beer drinkers. Our decomposable triangular prism
packages are not only used by beers, but they also can apply to other bottle
beverage, such as the Saint Arnold non-alcoholic Root Beer. The packages don’t
have limit of age or gender.
Benefit offered: because our breakthrough beer packages can also monitor
and report information of beer drinking equipment service condition, some families
which have old people or children will purchase it to strengthen liquid security
coefficient.
Estimated initial pricing: our decomposable triangular prism packages can
offer a complete value proposition by catering to a customer’s mentality. First, the

prices of our decomposable triangular prism packages will be our decomposable
triangular prism packages appropriate. We believe that a fresh beverage package
can attract those who use our decomposable triangular prism packages for the first
time.
III. Company, products, Markets
For the Saint Arnold company to launch into a new market, it is best to understand
the overall attractiveness of the industry before investing. It tells that the industry is
extremely competitive. Throughout this analysis the current our decomposable triangular
prism packages industry, opportunities and threats will be classified. Several opportunities
are opened to Saint Arnold in building the decomposable triangular prism packages.
The first opportunity is that the decomposable triangular prism packages market is
still in its growing stage. It means our decomposable triangular prism packages builders
will have a higher chance to make profit out of the highly demanding market. Second, the
market is not yet mature, and there are many opportunities for our decomposable
triangular prism packages builders to maximize their creativity. Last, some big our
decomposable triangular prism packages company can outsource labor for development.
This industry does not require developers to work physically within a company; therefore
a company can be flexible and have access to talented people in other countries.
On the other hand, there are couples of threats in the decomposable triangular
prism packages market. First, the barriers to entry are low. It requires only a small
investment in developing our decomposable triangular prism packages; therefore there

are thousands of developers competing in the market to take the chance of being
successful with only a few actually achieving said success. Second, bargaining power of
developers is low. There are only few main platforms in the current market for developers
to list our decomposable triangular prism packages. They will earn commission on each
customer purchase. However, to have that commission they need a strong marketing plan
and be ready for competition in an open auction. In any market, there always are
opportunities and threats. The key of success is to carefully analyze the market before
deciding on whether to enter a market or not. The decomposable triangular prism
packages industry is competitive but it is filled with great opportunities of success;
therefore our group decides to enter this market with our brilliant market plan and
excellent our decomposable triangular prism packages function.
V. Intended target market and competition
As with all latest and greatest technology shown today it is easy to see that the
market niche for our decomposable triangular prism packages would most likely be
younger tech savvy individuals. In an actual setting where knowing the market niche
would become necessary, our group would most likely send out surveys to a relatively
small sample size (local neighborhoods, retails etc.) and ask them to see if this would be
an our decomposable triangular prism packages they would consider using. While giving
the surveys we would make sure to describe the decomposable triangular prism
packages, how it’s different from anything else on the market currently and the ease of
accessibility so we can possibly broaden our target market.

Using the results from the surveys our group would compile the data and find an
effective range of that which describes who would be most likely to use and purchase this
our decomposable triangular prism packages. I would classify the data by age, gender,
socioeconomic background, and how much they currently use our decomposable
triangular prism packages. After gathering and analyzing the data, I would expect to see
that our target audience we be those in their early thirties, most likely office workers or
some recent graduates who already carry a fascination with the newest electronics and
would welcome with open arms an our decomposable triangular prism packages that
could potentially make their drinking easier.
IV. Company fit
If we can successfully reach this market and having positive feedback from the our
decomposable triangular prism packages out of the gate, then we run the possibility of
having our target audience expand to the more casual less savvy buyer who can still see
the usefulness in our product. Knowing our market, the people who love the micro-craft
brewery Saint Arnold, we could proceed to make advertisements and sell our product in a
way that would our decomposable triangular prism packages to our target audience. For
the most part our market niche is easy to see, our job as a team and company would be
standing out to this group of individuals that is already catered by so many in the
technological industry. Saint Arnold is committed to delivering the freshest beer to
consumers possible, and this new package would guarantee freshness.

VI. Features, functions, and benefit of the innovation concept
Facing increasing competition on beer and beverage package market, our
company constantly thinks of ways to win the battle. We research successful precedents,
analyze potential competition, reform existing product continuity, and create new
functions. Focusing on decomposable triangular prism package of beers, we try to realize
users’ life quality optimization, and maximize company revenue. We always ask ourselves
those three questions. “Why do customers want to use our decomposable triangular prism
packages?”, “Why do customers only want to use our decomposable triangular prism
packages?”, and “Why do customers still want to use our decomposable triangular prism
packages?” According to the above questions, we enumerate four points as our
competitive advantages:
1. Our decomposable triangular prism packages is completely universal because they
apply to all the bottle beer design available in America (Lite, BUD, Pabst etc.)
2. Our decomposable triangular prism packages are more easily recycled because the
material of our decomposable triangular prism packages is almost paper. After anyone
drinks all his/her beer, he/ she just needs flatten the beer can by hand, then drop it into a
recycling bin. Our packages are easy to recycle, and can be much easier than heavy,
wasteful glass beer bottles.
3. Our decomposable triangular prism packages are more safely reused than the other
beer packages. Through repeated tests, our decomposable triangular prism packages
can be resealed after reusing 20 times, so society can use our decomposable triangular
prism packages without worrying about wasting resources.

4. Our decomposable triangular prism packages are used easily and conveniently for the
whole customer group. We offer several our decomposable triangular prism packages to
focus on different customers (for example old people and the disabled). For instance, we
design a product of our decomposable triangular prism packages to service the blind.
Blind customers may always upset beer can when they grope their beers. However they
won’t worry anymore if they drink beers with our packages. First the bottom of our can
body is triangle, so it can be more difficult upset than regular cylinder package. Second,
our decomposable triangular prism package has special bottom designing by
decomposable plastic to protect from upsetting because its decomposable plastic bottom
is still adhere to table. Our decomposable triangular prism packages will insure that
different customers enjoy the same simplify life.
With the advantage listed above, our company is confident in competing with other
strong competitors. However, we won’t stop. We will be always faster and sharper in this
market. We research some existing management system to reduce cost by new
technology or supply chain management. Before we produce our decomposable
triangular prism packages, we did survey to make sure we have enough useful
information in order to produce and our decomposable triangular prism packages that
meet our customers’ need. We will do our best to create the top brand of decomposable
triangular prism packages.
VII. Competitive differentiation of the innovation concept

When it comes to developing and creating a niche market you must worry about
developing a unique and creative product, but you also must listen, learn, and watch
what your competitors are doing. This is a key and important step in developing any type
of product; you must realize who your competitors are and who your competitors could be
in the future. To accomplish knowing what competitors are doing you must do research
and establish 1-2 main competitors and then establish 3-4 would-be or smaller
competitors to have around a total of 4-6 companies that you have your eye on. As of
right now there are some companies out there trying to develop the technology of beers
or other beverage package, yet each of them is either extremely expensive or difficult to
operate. Some retailers, WALMART and HEB just to name a few, are necessary to the
Saint Arnold competitive differentiation as the beers will be sold at the locations. Each of
these retails are universal and the same, they provide our decomposable triangular prism
packages through future beer selling yet they are all the same product and they all force
you to continuously buy a product to be up-to-date. The beer package will allow the Saint
Arnold brewery to stand out.
VIII. Critical risks and limitations
First, the barriers to entry are low. It requires only a small investment in
developing our decomposable triangular prism packages; therefore there are thousands
of developers competing in the market to take the chance of being successful with only a
few actually achieving said success. Second, bargaining power of developers is low.
There are only a few main platforms in the current market for developers to list our
decomposable triangular prism packages. They will earn commission on each customer
purchase. However, to have that commission they need a strong marketing plan and be

ready for competition in an open auction. In any market, there always are opportunities
and threats. Therefore our group decides to enter this market with our brilliant market plan
and excellent our decomposable triangular prism packages function.
Date: 07/18/2013
Team Number: 02
Submitted by: Robert McDonald
Innovation: Tip Proof Bottles
I. Innovation Type
Tip Proof Bottles will remake the bottle for Saint Arnolds Brewing Company by
not worrying about any spills. This concept is a continuous innovation.
A. Concept must prove an overt benefit to user
The Tip Proof part of the bottle consequently, would make it easier to have at a
party, bar or any large crowded event that would have Saints Arnolds and not worry
about bumping into someone's stationary bottle. The bottle would wobble, but there
would be no spill.

When it comes making and remodeling your product you have to be concerned
about developing a unique product, but you must pay attention, hit the books and watch
to what your competitors are doing. The Tip Proof Bottle makes this idea difficult to
duplicate, as it has an inimitable Tip Proof effect where currently no company has these
to features on the market today related to drinks or bottles.
Tip Proof beverages is still in its growing stage, which means that it will have a
greater chance to make profit out of the highly demanding market. Tip Proof Bottle
would be easily implemented by Saint Arnolds. The company would get in touch with
their distributor in order to do some modifications to the bottle itself. The tipping
technology, an example by which would come from a toy called “roly-poly” that is round,
with the bottom similar to a semicircle. Many roly-poly toys are hollow, with a weight
inside the bottom. It has a center of mass below the center of the hemisphere, so that
any tilting raises the center of mass. “When such a toy is pushed over, it wobbles for a
few moments while it seeks the upright orientation, which has equilibrium at the
minimum gravitational potential energy." (Mashpedia 2012).
D. Concept's return exceeds its cost
Cost will be covered and profit will be a massive buy from The Tip Proof Bottles
technology. Crafting this feature wouldn’t cost much at all because the reason is simple;
we would just take what Saint Arnolds have already made and apply it to our innovation.
E. Concepts Offers a Complete Value Proposition

Tip Proof Bottles Proposition:
Target Market: Beer consumption is overwhelmingly male-dominated but
the target market is Men & Women
Benefits Offered:
1. Wobbles in circles without spilling a drop; even when bumped.
2. Clumsy consumers who may have a high amount of alcohol in them
already will knock over their bottles less, creating less hassle and problems for
bar workers and home owners.
Initial Estimated Pricing: Pricing for the Tip Proof Bottle would be slightly
higher when transitioning.
The Tip Proof Bottles offers a important proposition mainly due to its non-
spill technology. It allows you to never worry about spilling and accidentally
bumping your bottle again.
Saint Arnolds Brewing Company with roughly 59 craft brews is the heart and soul
of Texas, being that it's Texas oldest craft brewery. Saint Arnolds Brewing Company
has an old tradition of making cask ales, a style of beer not seen distributed in Texas
since prior to Prohibition. Saint Arnolds Brewing Company is adaptable that nearly any
area (i.e. bar Club Store, Convenience Store, Drug Store, Grocery Store, Liquor Store,

Nightclub/Bar, Sit-Down Restaurant and Stadium/Arena) can become superior with any
of Saint Arnolds Brewing Company's beer.
This company is innovative and favorable that one wonders why the non-
microbreweries haven’t tried to buy them out. "Our first keg of beer was shipped on
June 9, 1994. Founded by Brock Wagner and Kevin Bartol, we chose Houston because,
other than living here, this was the largest city in the country that did not have a
microbrewery. Brock was a longtime home brewer and had considered opening a
brewery as far back as college." (Saint Arnold Brewing Company n.d.). Brock develops
the recipes for the Saint Arnold beers based on his own home brewing experience with
rich malty, creamy flavors and no shortage of hops. Brock's objective was to collectively
search out for innovative, detail oriented and overall good individuals, like the teams
well know brewer, Vince Mandeville a master of brewing. Brock and his associates have
made progress in the targeting major markets in the Louisiana and Texas. "From St.
Arnold, the oldest brewery in Texas, to the new microbreweries popping up in Austin
every other day, Texas is quickly becoming a beer heaven. It's also one of the fastest
growing states when it comes to craft beer, so expect the Lone Star State to be moving
up the list in years to come" (Usatoday 2013). Saint Arnolds Brewing Company goal is
to "brew world class beers and deliver them to our customers as fresh as possible
making them the best beers in Texas and Louisiana. Our customers are beer lovers -
people that appreciate great, full-flavored beers" (Saint Arnold Brewing Company n.d.).
IV. Company Fit

With this Tip proof technology the Saint Arnold brewery will have resolved the
greatest issue; spilled beer! By Increasing this item for consumption and by discovering
this new venture the company will sustain its viable edge for profit. (Morris et. al., 2008)
Tip proof isn’t as costly as one might think; the target market is large and can
captivate any initial cost which would make the innovation more profitable. Corporate
titans, families, and even bars/clubs would find this essential asset that cannot be
fulfilled by normal bottles.
There is no current competition in the market for tip-proof bottles. It would be
beneficial to the Saint Arnold brewery to implement this innovation to get a buyers
frenzy going and make the initial profit before any competition can try to replicate the
innovation.
VI. Features, Functions and Benefits of the Innovation Concept
The Tip proof bottle has a precise feature that has "non-tip effect" the bottom of
this bottle is unique and provides a feel of confidence enough to place it on your table or
counter top. The tipping technology, an example by which would come from a toy called
“roly-poly” that is round, with the bottom similar to a semicircle. Many roly-poly toys are
hollow, with a weight inside the bottom. It has a center of mass below the center of the
hemisphere, so that any tilting raises the center of mass. “When such a toy is pushed

over, it wobbles for a few moments while it seeks the upright orientation, which has
equilibrium at the minimum gravitational potential energy." (Mashpedia 2012).
Benefits include a decreased risk of spilled beer, less broken glass, and help for
clumsy patrons who become intoxicated.
If you look for the roly-poly technology, the majority of things that would come up
would either be whiskey glasses or the actual roly-poly toy itself. Most companies which
design it would be extremely difficult to get the non-spill effect which makes our project
excellent. An issue Saint Arnolds Brewing Company recognizes our customers have
had, we will certainly be taking care of them in the desire that they will have less
accidents associated with drinking the beverages.
The most important risk with the Tip proof concept is the development of the
product itself. Accurate engineering will be key in order to efficiently and effectively.
The main limitation would be the customers seeing a use for this product. The
cost of designing this would make customers wonder if the beverage price would
increase due to the new feature for the people. To get over that limitation, we would get
people talking about it by social media or any form of advertisement. Lastly we
would skip the long features that have been listed and actually show and
highlight how ease and useful it would be.

Nevertheless, be aware that if someone loves knocking it back and forth, pulling
it closer when they’re it’s rolling around on the floor, table etc. and wants to test it to see
if it spills the drink they definitely will. This innovation will continue past where the
modern bottle has stop.
Date: 00/00/10
Team Number: 02
Submitted by: Priyanka Patel
Innovation: Breathalyzer Beer Opener
I. Innovation Type
The breathalyzer is an innovation that fits into the new product line category. It’s
an improved breathalyzer which will help keep citizens in a safer situation even when
they want to enjoy their favorite beer. Attached to the product at the bottom will be a
beer opener so they breathalyzer can be around you even when you want to simply
enjoy a couple of beers. If our company is able to provide this product for a decent cost
as well as a beer opener on the other end, it can turn to be very valuable to customers.
The fact that the product will be used to open beers will keep the main part
(breathalyzer) around them as well as a reminder.
I. Innovation Concept

Drinking beer can become a danger towards the ones drinking and the ones that
are not. Many outcomes, such as drinking and driving, cause major accidents that can
occur. This is a subject which hasn’t been stressed upon lately. Even though it is all on
the drinkers hands, our company believes we can help prevent this, as a responsible
beer company, by selling breathalyzers which also contain a beer opener on the bottom.
With the breathalyzer around the customer, they can check how much alcohol is in their
bodies in order to figure out if they are okay to drive home or not. It can also help
measure ones that enjoy drinking their favorite beer, but would like to stay in control for
their well being.
A. Concept must provide an overt benefit to a user.
All beer customers love to enjoy their surroundings while enjoying a nice beer,
but there is always an issue when it comes to heading home from a party or get
together. The amount of stress, possible accident, etc. can be saved by simply taking
the breathalyzer test which can notify them of their situation. This was the drinker may
be able to make a decision on whether it’s okay for them to head home or not.
B. Concept is unique and not easy to imitate.
From doing some thorough research, there are many breathalyzers available but
for one to buy such an expensive product may be a problem. The breathalyzer will be
easy to carry around because it includes a beer opener at the bottom.
C. Concept is feasible and can be implemented.

The breathalyzer is highly feasible and logical because there are many
customers out there that want to know if they are okay to drink more or not. It is logical
because everyday beer customers wonder whether it I okay for them to have another
beer or not.
D. Concept’s Return exceeds its cost
When looking at the various amount of damage that can be caused by drinkers
without awareness of how much alcohol is big. The breathalyzer has great potential for
saving a beer drinker from any unacceptable problems taking place.
Breathalyzer Value Proposition Statement:
Target Market: Beer customers, mainly ones who have to drive
somewhere after drinking, ones with health problems, or places to go after
drinking. Our company wants to target the customers in need who want to enjoy
beer and also be safe and responsible.
Benefits Offered:
1. Assurance when one needs to head to a different location after
having some beers.
2. Convenience in terms of having a good reliable tool that can notify
you and your alcohol level in your body.
3. Great amount of relief in terms of knowing how intoxicated you are.

4. Keeps you and everyone around you safe.
Estimated Initial Pricing: Price is expected to be at $19.99.
The value proposition offered is that the breathalyzer is a practical solution
for a majority of alcohol consumers out there. It does relieve everyone one fears
when drinking. The advantage of knowing how much alcohol is in you will bring
a great reduction in unwanted situations. The product itself is highly expensive
but our travel size breathalyzer attached to the beer opener is relatively cheap
compared to any regular breathalyzer. This is because we are manufacturing a
travel size one which is made the same as anyone but in a smaller size causing
the price to also stay low.
II. Company, Products, Markets
It is really clear that no matter where you go, blowing into a breathalyzer and not
meeting the requirements can send you straight to trouble. Why go through all this
trouble when you can own a personalized one which can keep you on check and
prevent you from causing wrecks or being irresponsible?
Not only may over-drinking hurt others as well as yourself, but it could bring you
to a financial crisis. The consequences of getting into an accident, hurting others, or
getting a DUI are horrible. Now the price of a breathalyzer definitely sounds better than
the price you could be paying for a life time. This breathalyzer can save you from many
situations.

It’s clear that drunk driving is against the law everywhere yet it still happens.
Why not help this situation which will benefit not only the lawmakers but also the ones
attempting to intentionally or unintentionally breaking the law.
III. Company Fit
Adding this product to our beer company will bring a great view on our business
as well. This product will help ensure others that we do want our beer to be consumed
as well as the consumers being safe.
IV. Intended Target Market and Competition
This product will be a decent cost in which will be affordable for majority of beer
customers. There are many beer companies out there but not one which promotes
safety while having fun drinking beer i.e. the branded breathalyzer. Our team does not
see any competition in terms of a breathalyzer. Summer is here and a great amount of
customers are ready to stock up on beer for good times. The price has been set and
based on the price of online breathalyzers as well as the manufacturing costs. Our beer
company will be targeting all existing customers as well as customers of other beer
companies because not only do we care for customers to have a good time, but also for
them to be safe. This will expand a great amount of business for our company.
V. Features, Functions, and Benefits of the Innovation Concept

Breathalyzer is a great investment to make sure you have safety around you and
for personal reasons. Purchasing one would monitor your drinking in order to avoid any
consequences that may occur from driving or you can just get a simple understanding of
how much alcohol in your body. This product is extremely easy to carry around, and the
fact that there is a beer opener on the other end is another reason why it should be
around you. It is only 6’ by 7’ and rather slim, so it is not a burden to carry around.
Factors such as your muscle mass, weight, and amount of food or drinks you
have been consuming all affect the measurements of the persons alcohol level in their
blood. It's rare for one to get an exact result, but a close estimate does give you an idea
of your blood alcohol level.
VI. Competitive Differentiation of the Innovation Concept
Although a personally owned one is not as accurate as a professional one, it will
not show false results. A professional one uses cell sensors which will be provided in
our company's breathalyzers for a cheaper price. This will provide them with the most
accurate result, compared to any non-professional breathalyzer out there. It may not be
as strong with its results but it will give a broad idea to the beer consumer of where they
stand in alcohol level. ("Top four frequently,”)
Our Breathalyzer will be FDA approved to give you satisfactory results and
safety.

Our product will be capable of calculating the alcohol level percentage by simply
blowing into the breathalyzer with no contamination and it will measure the relationship
between alcohols in your blood.
VII. Critical Risks and Limitations
There are no apparent risks caused by the breathalyzer beer opener. Our team
has confirmed on the product that it would be FDA approved, and is not equivalent to a
professional Breathalyzer. The point of it is to give you a broad idea of your blood
alcohol level in order for you to take safety precautions driving home or towards your
health. There are no other risks shown in our product. We also have ensured that the
product will give its most accurate reading if you follow the instructions as well as
keeping the product mouth piece clean. ("Why a breathalyzer?," January) Our products
main purpose is safety precautions for people and health while enjoying your favorite
beer.
Date: 07/23/2013
Team Number: 02
Submitted by: Yang Zhou
Innovation: Cap of Beers
I. Innovation Type

With the progression of technology, many aspects in the package of beers are
growing more healthy and convenient. However, some functions are currently limited. As
of right now, there is no effective cap of beers that can meet the requirement of customers
to enhance function if cap of beers. With the improvement of technology, our new cap of
beers will be greatly sought after by a customer who is up to date with the way our
technology is progressing. Our caps could pursue safety, health, convenience, and
environmental protection all in one, now who wouldn’t be interested in our caps such as
that?
II. Innovation concept
A. It must provide an overt benefit a user
Our cap of beers will be good for customers because it can simply use, and
improve beers safety. First, our caps are composite combining rubber and metal, not the
regular only metal caps. They can keep better leak tightness, and are easier opened. For
example, because inside of cap sensitive rubber, it can more tightly lock bottleneck than
regular cap. Moreover, our cap is easily opened. Everyone, although a normal girl, can
open it by hand without an opener. If people cannot drink all of their beers, they can close
those beers again by our caps, instead of opening beers always.
Second, our caps can show how fresh beers are. For instance, when one bottle of
beer is product and sealed, the cap is purple. With time going on, its color will become
blue, green, yellow, orange, and red. When caps become white, the beer already passes
its due. Therefore, when customers buy beers, they can choose more fresh beers by just
checking their cap color.

Our caps will be unique and not easy to imitate because it is universal and patent
protective. First, our caps are special because our design will be manufactured to our cap
for all beer bottles, so they will become the most universal and convenient one at that
time. In other words, our company believes this our caps can occupy the market from the
market with a lack of any true competitor. Second, our company will protect from
technology divulging while using updates to constantly better our caps. Additionally, our
company will choose patent protection. Even if we cannot hold the whole market one day,
we will get benefit from selling our caps under a patent.
C. It is feasible and be implemented
It will be feasible and be implemented because it caters to a populations demand
for convenience and it can be implemented given the flexibility and creativity already
displayed by several other useful beverage package that have entered the market, for
example, Starbucks bottle coffee.
Cost will be covered, and benefit will be huge by our caps control in the market.
First, after financial analysis, designing our caps won’t cost too much because we just
take what’s already been created by initial beverage package manufactory and our cap it
to our product. Moreover, before we put our caps in the market, we communicate with
some major retails and different customers to match our caps up with their product.
Therefore part of a research grant will be paid by customers and retails. Second, the daily
our cap has two advantages: utility and small profits but quick turnover. People always

choose good tools to simplify work. Moreover, if a family uses it, it means every family
member has to purchase it.
E. It offers a complete value proposition
Target market:
All beer drinkers. Our caps are not only used by beers, but they also can
apply another bottle beverage. They don’t have limit of age or gender.
Benefit offered:
Because a universal remote control can also monitor and report information
of beer drinking equipment service condition, some families which have old people
or children will purchase it to strengthen liquid security coefficient.
Estimated initial pricing:
Our caps can offer a complete value proposition by catering to a customer’s
mentality. First, the prices of our caps will be our caps appropriate. We believe that
a lower price can attract those who use our caps for the first time.
III. Company, products, Markets
For a new company to launch in a market, it is best to understand the overall
attractiveness of the industry before investing. The caps industry is at its booming stage in

which our caps alone earn 200 million per month on sale. It also tells that the industry is
extremely competitive. Customers can run our caps on different devices, and still have all
information updated instantly to all of these devices. Throughout this analysis the current
our caps industry, opportunities and threats will be classified. Several opportunities are
opened to people who are interested in building our caps.
The first opportunity is that the caps market is still in its growing stage. It means
our caps builders will have a higher chance to make profit out of the highly demanding
market. Second, the market is not yet mature, and there are many opportunities for our
caps builders to maximize their creativity. Last, some big our caps company can
outsource labor for development. This industry does not require developers to work
physically within a company; therefore a company can be flexible and have access to
talented people in other countries.
On the other hand, there are couples of threats in the caps market. First, the
barriers to entry are low. It requires only a small investment in developing our caps;
therefore there are thousands of developers competing in the market to take the chance
of being successful with only a few actually achieving said success. Second, bargaining
power of developers is low. There are only few main platforms in the current market for
developers to list our caps. They will earn commission on each customer purchase.
However, to have that commission they need a strong marketing plan and be ready for
competition in an open auction. In any market, there always are opportunities and threats.
The key of success is to carefully analyze the market before deciding on whether to enter
a market or not. The caps industry is competitive but it is filled with great opportunities of

success; therefore our group decides to enter this market with our brilliant market plan
and excellent our caps function.
V. Intended target market and competition
As with all latest and greatest technology shown today it is easy to see that the
market niche for our caps would most likely be younger tech savvy individuals. In an
actual setting where knowing the market niche would become necessary, our group would
most likely send out surveys to a relatively small sample size (local neighborhoods, retails
etc.) and ask them to see if this would be an our caps they would consider using. While
giving the surveys we would make sure to describe the caps, how it’s different from
anything else on the market currently and the ease of accessibility so we can possibly
broaden our target market.
Using the results from the surveys our group would compile the data and find an
effective range of that which describes who would be most likely to use and purchase this
our caps. I would classify the data by age, gender, socioeconomic background, and how
much they currently use our caps. After gathering and analyzing the data, I would expect
to see that our target audience we be those in their early thirties, most likely office works
or some recent graduates who already carry a fascination with the newest electronics and
would welcome with open arms an our caps that could potentially make their drinking
easier.

IV. Company fit
If we can successfully reach this market and having positive feedback from the our
caps out of the gate, then we run the possibility of having our target audience expand to
the more casual less savvy buyer who can still see the usefulness in our product.
Knowing our market we could proceed to make advertisements and sell our product in a
way that would our caps to our target audience. For the most part our market niche is
easy to see, our job as a team and company would be standing out to this group of
individuals that is already catered by so many in the technological industry.
VI. Features, functions, and benefit of the innovation concept
Facing increasing competition on beer and beverage package market, our
company constantly thinks how to win the battle. We research successful precedents,
analyze potential competition, reform existing product continuity, and create new
functions. Focusing on cap of beers, we try to realize users’ life quality optimization, and
maximize company revenue. We always ask ourselves those three questions. “Why do
customers want to use our caps?”, “Why do customers only want to use our caps?”, and
“Why do customers still want to use our caps?” According to the above questions, we
enumerate four points as our competitive advantages:
1. Our caps is completely universal because they apply to all the bottle beer design
available in America (Lite, BUD, Pabst etc.)

2. Our caps re-works more times than the other similar caps. Through repeated tests,
normal beer bottles can be sealed by our caps after used 2000 times, so customers can
use our caps without worrying about leakage.
3. Our caps keep more health than the other similar caps. Through repeated tests, the
surface metal will be insulated by inside rubber 2 years, so customers can use our caps
without worrying about rusty.
4. Our caps are used easily and conveniently for the whole customer group. We offer
several our caps to focus on different customers (for example children, old people and the
disabled). For instance, we design a product of our caps to service old person. Old
customers may hard to read expiry from bottle. However they can easily identify how
those beer fresh by cap color, if those beer are with our caps Our caps will insure that
different customers enjoy the same simplify life.
With the advantage listed above, our company is confident in competing with other
strong competitors. However, we won’t stop. We will be always faster and sharper in this
market. We research some existing management system to reduce cost by new
technology or supply chain management. Before we produce our caps, we did survey to
make sure we have enough useful information in order to produce and our caps that meet
our customers’ need. We will do our best to create the top brand of caps.
VII. Competitive differentiation of the innovation concept

When it comes to developing and creating a niche market you must worry about
developing a unique and creative product, but you also must listen, learn, and watch to
what your competitors are doing. This is a key and important step in developing any type
of product; you must realize who your competitors are and who your competitors could be
in the future. To accomplish knowing what competitors are doing you must do research
and establish 1-2 main competitors and then establish3-4 would be or smaller competitors
to have around a total of 4-6 companies that you have your eye on. As of right now there
are some companies out there trying to develop the technology of beers or other
beverage package, yet each of them is either extremely expensive/ difficult to operate/ or
only for one or two our level. Some retails Lite, BUD, Pabst, W ALMART, and HEB just to
name a few; we will go into detail about these companies later. Each of these retails are
universal and the same, they provide our caps through future beer selling yet they are all
the same product and they all force you to continuously buy a product to be up-to-date.
VIII. Critical risks and limitations
First, the barriers to entry are low. It requires only a small investment in developing
our caps; therefore there are thousands of developers competing in the market to take the
chance of being successful with only a few actually achieving said success. Second,
bargaining power of developers is low. There are only few main platforms in the current
market for developers to list our caps. They will earn commission on each customer
purchase. However, to have that commission they need a strong marketing plan and be
ready for competition in an open auction. In any market, there always are opportunities
and threats. Therefore our group decides to enter this market with our brilliant market plan
and excellent our caps function.

Innovation Screening Process
Qualitative Ranking Screening Method
Team 2 used the Qualitative Ranking Screening method throughout the
original evaluation of the concepts. Using their own judgment all the members of the
team ranked all nine innovations. Team 02 knew to follow all the guidelines and
required criteria during the scoring of each innovation. The team also did not have full
knowledge or intentions towards the innovations made. Once the ranks for all concepts
were added together, the concept with the highest number ranked would be the most
innovative concept. In our case, it was the Delivery concept.
Preliminary Qualitative Ranking Screening Method
Innovation
Concept
Robert
McDonald
Yang Priyanka Joshua Danaee Total
Ranking
Zhou Patel Shea Schmiedlin
1 7 9 8 6 7 37
2 3 2 7 5 9 26
3 8 1 6 7 6 28
4 5 5 1 8 1 20
5 2 6 2 2 3 15
6 9 3 5 3 5 25
7 4 4 3 1 4 16
8 1 7 4 4 2 18
9 6 8 9 9 8 40

Furthermore, once Team 02 completed its Preliminary Qualitative Ranking, the
entire team participated in a team meeting to furthermore discuss each product and the
Legend
Innovation
Concept
Concept
Innovator
Concept Name
1 Priyanka Patel Breathalyzer
2 Robert
McDonald
Tip proof
3 Robert
McDonald
Shatter proof
bottle
4 Joshua Shea Electric Cooler
5 Joshua Shea Electric Coaster
6 Yang Zhou Beer Cap
7 Yang Zhou Beer package
8 Danaee
Schmiedlin
Recycling
9 Danaee
Schmiedlin
Delivery

factors and requirements each concept should reach. Once this was complete the team
had its Final Qualitative Ranking and the results this time seemed to have turned out
different by a great amount. This in our prediction is because team 02 became more
familiar with the concepts and guidelines. With more knowledge and understanding of
each concept and the guidelines it should meet, the results were brought to a different
result. The Final Qualitative Ranking resulted that the Breathalyzer Beer Opener was
the most innovative concept.
Final Qualitative Ranking Screening Method
Innovation
Concept
Robert
McDonald
Yang Priyanka Joshu
a
Danaee Total
Ranking
Zhou Patel Shea Schmiedli
n
1 6 8 9 9 8 40
2 9 3 5 3 5 25
3 3 2 7 5 9 26
4 2 6 2 2 3 15
5 1 7 4 4 2 18
6 8 1 6 7 6 28
7 4 4 3 1 4 16
8 5 5 1 8 1 20
9 7 9 8 6 7 37

Weighted Multifactor Matrix Screening Method
Additionally, our team put all 9 concepts into furthermore intense reviewing. The
weighted Multifactor Matric Screening Method was chosen to check the concepts with
depth. In this process our team focused on three main categories: Product, Market, and
Legend
Innovation
Concept
Concept
Innovator
Concept Name
1 Priyanka Patel Breathalyzer
2 Robert
McDonald
Tip proof
3 Robert
McDonald
Shatter proof
bottle
4 Joshua Shea Electric Cooler
5 Joshua Shea Electric Coaster
6 Yang Zhou Beer Cap
7 Yang Zhou Beer package
8 Danaee
Schmiedlin
Recycling
9 Danaee
Schmiedlin
Delivery

Financial. Evermore, these categories were broken into 20 subcategories. From there
Team 02 calculated which of the subcategories seemed to shape the concepts up the
best and most practical for the concepts. According to the results of Team 02’s
weighted ranking system, Uniqueness, buyer’s needs, creativity, and market share
seem to have the most need/weight. This being said the most important to bring a
successful result for the innovation concept.
If an innovation is unique, it can help in a great way, uniqueness determines a
lot. Our team is in belief copying another product is not an effective way of bringing
success to the company. We believe catching everyone’s attention in the market with
our product is what will differentiate our company from others. What a buyer may want
and need are recorded and ranking to be a priority in our charts. To Team 02, fully
satisfying a consumer is extremely important in order for Saint Arnolds to figure out its
success with the concepts. This seemed to lead to a clear pathway to the product with
more demand, which will bring rather more success. Hand on hand with being unique is
the creativity of a concept. To be creative in order to make a product unique is
important. This will cause the consumers to have interest and curiously towards the
product and a need to get to know it better. Lastly, the product/concept should be able
to grab the attention of a majority of the market for beer.
The team seemed to have focused the least amount on the Legal Factor and
Duration of Sale. The Legal Factors do not seem to take a big part in the consideration
of figuring out that the breathalyzer was the best concept. The team feels highly

Intrapreneurship project

Recommended

Recommended

More Related Content

Similar to Intrapreneurship project

Similar to Intrapreneurship project (20)

Intrapreneurship project