Opportunity Analysis Project

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Opportunity Analysis Project
Paper Water Bottle
UAE

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Table of Contents
1. Concept and Vision..................................................................................................................... 3
1.2 Vision.................................................................................................................................... 4
1.3 Limitations ............................................................................................................................ 4
2. Generating Knowledge and awareness ....................................................................................... 4
2.1 Primary Data Collection........................................................................................................ 5
2.2 Analysis of Findings.............................................................................................................. 5
3. Generating Ideas ......................................................................................................................... 6
3.1 Attribute Analysis ................................................................................................................. 6
3.2 Why-why-why analysis......................................................................................................... 7
4. Approaches to innovation ........................................................................................................... 8
5. Limitations .................................................................................................................................. 9
6. Market Analysis .......................................................................................................................... 9
6.1 Market growth....................................................................................................................... 9
6.2 Market attractiveness........................................................................................................... 10
6.3 Market Segment .................................................................................................................. 10
6.4 Expected growth.................................................................................................................. 10
7. Customers and customer development ..................................................................................... 10
7.1 What does the customer need?............................................................................................ 10
7.2 Why does the customer need it?.......................................................................................... 10
7.3 What is the customer using today?...................................................................................... 10
7.4 What is the customer willing to pay for your solution? ...................................................... 10
8. Competition and Positioning..................................................................................................... 11
9. Business Model and Lean Startup Philosophy.......................................................................... 11
10. Learning and Adaptation......................................................................................................... 11
References..................................................................................................................................... 12

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1. Concept and Vision
Use of plastic is inevitable in today’s world. However, it is a big challenge to dispose the plastic.
In UAE, the consumption of the plastic water bottles is on the rise. Every year, a single resident
of UAE consumes 450 plastic water bottles in average making UAE the fourth largest country in
term of high bottled water consumption. The biggest challenge is the disposal of plastic, and its
natural disposal takes thousands of years. The major harm caused by the plastic is to the sea
creatures and birds when they engulf the plastic. Plastic takes space in the landfills and release
dangerous gases which cause global warming. In UAE, 50 percent camels die because they
engulf the plastic which causes indigestion and blocks the stomachs ultimately leading to death.
Moreover, plastic travels to ocean and form debris (Pandey, 2016). Moreover, it is seriously
deteriorating the environment in UAE causing pollution urban areas (Kazmi, 2014). The
government of UAE is taking actions to recycle the water bottles by creating awareness among
the public about the hazards caused by water bottles to environment, ocean, animals and soil
pollution (Health and Safety News, 2016).

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Source: (Wasmi, 2016)
1.2 Vision
The aim is to develop “Paper Water Bottles’, thereby saving the environment of UAE and
avoiding the cost of recycling and waste management.
1.3 Limitations
Introducing the idea of paper water bottles in new in UAE. The government of UAE is taking
keen initiative for recycling of the plastic water bottles. However, introduction of paper water
bottle could save the cost of plastic recycling. However, there will be dire need of creating public
awareness in UAE regarding the benefits of paper water bottle to environment.
2. Generating Knowledge and awareness
In UAE, the trend of the ecofriendly packaging products is likely to increase. In order to
implement the idea of paper water bottles in UAE, it is imperative to collect sufficient data from

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the potential user of water bottles in UAE. In this regard, interviews were conducted from
students and employees of the university who use water bottles regularly. Interviews were
considered as the most appropriate tool for the evaluation of Opportunity Analyses Project
(OAP).
2.1 Primary Data Collection
Interviews were considered as the most appropriate tool for the evaluation of Opportunity
Analyses Project (OAP). The users were asked following questions during the interview:
Questions
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Role of paper is significant today?
Would you prefer a paper water bottle or a plastic one?
Paper water bottle is essential for environment?
Do you think paper water bottles are affordable and economic?
What is the most important product feature that you expect in paper water bottles?
What could be the possible reason of not preferring the paper water bottles?
What do you think about the idea of paper water bottle in UAE?
Questions asked in the interview
2.2 Analysis of Findings
Interview was conducted with the ten students and employees in the university. Following is the
samples of an interview of a student. Due to limitation of word, all the interviews could not be
included.
1. Role of paper is significant today?
Yes, very much. As a student, paper is being used every day in university, shopping etc.
Especially, use of paper is significant in UAE, because of pollution caused due to plastic usage.
2. Would you prefer a paper water bottle or a plastic one?
I will prefer a paper water bottle as it seems interesting how a paper contains water.
3. Paper water bottle is essential for environment?
Yes very much. Especially in UAE, the pollution is on the rise. When tourists visit, they
consume water bottles and it is a dilemma to dispose the plastic water bottles.
4. Do you think paper water bottles are affordable and economic?

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Yes, paper water bottles are affordable. As a student, I find it economical and very suitable to my
needs.
5. What is the most important product feature that you expect in paper water bottles?
I expect paper water bottle, is east to carry just like plastic water bottle, and does not leak. It
should be big enough to store 1 liter water.
6. What could be the possible reason of not preferring the paper water bottles?
If it has leakage issues due to density of paper, or if it is expensive then plastic water bottle in
UAE, then I might not purchase a paper water bottle.
7. What do you think about the idea of paper water bottle in UAE?
This is a great idea; we need to develop a green community to reduce pollution in UAE.
Of all the 10 interviews, the findings suggested that most individuals liked the idea of paper
water bottle and were willing to purchase it when available in UAE due to the element of
affordability and environment friendliness.
3. Generating Ideas
In order to generate the idea, I will apply two techniques i.e. attribute analysis and why-why-why
analysis.
3.1 Attribute Analysis
Attribute analysis is a technique used by the entrepreneurs in order to analyze the idea or a
problem in its characteristics or attributes and focusing solely on the attributes of the product
(Harris, 2002). Following is the attribute analysis of paper water bottle:
Aspects Attributes Paper water bottles
Physical appearance Color, size, structure and
material.
Capacity Of 0.5, 1. And 1.5
liters.
Paper material, in boxed
structure.
Psychological Appearance and symbolism Boxed structure, with the
message of environment
friendly printed
People Who are involved? Students, employees, tourists,
every day water users in office,
college, universities etc.

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Functional Application, purpose of use Water drinking for regular use
Others Cost, and reputation etc. Affordable and low priced as
compared to plastic water
bottle
Table 3.1 attribute analysis
3.2 Why-why-why analysis
Why#1 Why#2 Why#3 Action Plan
Why do people in UAE does not use paper water bottles?
It is less
conventional?
In UAE, there is need
to introduce the paper
water bottles.It is not easily
available?
People are not
familiar about the
paper water bottles?
Awareness needs to
be created among
public about the co-
friendly nature of
paper water bottles.
People think that it
does not have
functional benefits
like plastic water
bottles?
UAE government
needs to support such
eco-friendly projects.
UAE government
does not encourage
the use of paper water
bottle in country.
Table 3.3 Why-why-why analysis

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4. Approaches to innovation
In order to implement the idea of Paper water bottles, it is necessary to develop a proposal to
innovation in order to describe the type of innovation of paper water bottle.
Type of innovation Steps
Paper water bottle To introduce an eco-friendly paper water bottle
so as to reduce the dependence on the plastic
water bottles which is polluting the
environment of UAE
Easy to open and close To include cap which allows the opening and
closing of bottle more than one time
Table 4.1 Type of innovation
Paper water bottle (Sorrel, 2016)

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Paper water bottle (Garvey, 2009)
5. Limitations
Following are the possible limitations that are likely to be encountered in the implementation of
the idea of paper water bottles:
1. Lack of awareness among public regarding the paper bottles, which necessitates the use of
intensive advertisement
2. High business set up cost
6. Market Analysis
6.1 Market growth
There are high chances of the growth in the market of biodegradable packaging because of the
advancements in technology and huge investments in the Research and Development. In 2016,
the market of biodegradable packaging accounted for $4.7 billion worldwide. It is expected to
grow to 17.2% from 2015 to 2020. There has been an increase in the demand for the ecofriendly
and sustainable packaging material which is likely to boost the growth of the market
(Africabusiness, 2016).

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6.2 Market attractiveness
Plastics are an inseparable part of modern society. However, their safe disposal is a big and
highly challenging issue. A typical UAE resident uses 450 plastic water bottles on an average in
a single year1. With the equivalent of 43 gallons on an average per person in 2011, the United
Arab Emirates had the fourth-highest level of bottled water consumption in the world (Pandey,
2016).
6.3 Market Segment
The young individuals, tourists visiting UAE and working people who consume bottled water
daily in their lives.
6.4 Expected growth
In UAE, the demand for the water bottles is expected to increase in future. Currently, in the
beverages industry of UAE, there are 160 water companies. The segment of bottled water is
growing in UAE which is evident from the new entrants like Mai Dubai from Dubai Electricity
and Water Authority (Sahoo, 2015).
7. Customers and customer development
In order to get a clear understanding about the target customer, the interviews were conducted as
a primary data collection tool and secondary data was also used which helped in understanding
the needs and expectations of the customers about the ‘Paper water bottle’. Following is the brief
discussion of the findings of primary and secondary data analysis findings:
7.1 What does the customer need?
Customers need an environment friendly product like paper water bottles which not only satisfy
their need of water on daily basis but also might not pollute the environment with easy disposal.
7.2 Why does the customer need it?
Customer need paper water bottle to satisfy their needs of clean water. The weather in most areas
of UAE is hot which necessitates the consumption of sufficient water daily.
7.3 What is the customer using today?
Customers are relying on the plastic water bottle which is severely harmful for the environment
as they cause pollution and requires recycling for their disposal.
7.4 What is the customer willing to pay for your solution?
The paper water bottles are affordable and lower in cost as compared to the plastic water bottle.
The customers are willing to pay for product as they also want to be a socially responsible by
keeping their environment clean.
7.5 Why? How will you reach this customer?

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Customers are willing to pay for the solution as they are also highly concerned about their
environment. I will reach my customers through the use of awareness campaigns as well as
marketing tools like advertisements through print and digital media.
8. Competition and Positioning
Other companies serving customers’ needs Masafi, Oasis, and Al Ain (Dominic Dudley,
2016)
Sales of competitors Is high due to high dependence of UAE
residents on plastic water bottles
Barriers to entry for competitors Switching to paper water bottle is costly as they
have a pre-established plants for plastic bottles
Advantages for competitors A high customer base of bottles water in UAE
Partners and Allies Marketing strategies
Public Awareness
9. Business Model and Lean Startup Philosophy
1. I will turn it into business by searching some investors and then present my idea before them.
The business set up cost of paper water bottles will not be as high as that of plastic water bottles.
2. To ensure that venture is profitable, I will start with some ‘prototypes’ of paper water bottles
and conduct more extensive market research through prototypes to check if the idea being
implemented will be profitable or not?
3. The major risk involved in the implementation of this idea is the market risk. It is not sure that
whether people will shift their preferences from plastic water bottles to paper water bottles?
There is dire need of public awareness regarding the eco-benefits of using paper water bottle.
4. It is intended to implement the forward and backward integration in the supply chain to ensure
a lean start up.
10. Learning and Adaptation
When the idea of Paper Water bottle came into my mind, I thought it is unrealistic as there is
intense competition in the beverage industry of UAE. However, when I conducted market
research by interviewing respondents and analyzing secondary data, I learned that paper water
bottle idea has a future in UAE. It is because there is high demand for water in this region and

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secondly, there has been increasing concerns for the environment pollution caused due to huge
consumption of plastic water bottles. I have learned the barriers and limitations to implement this
idea. But overall, the likelihood of success of this idea is great.
References
Africabusiness. (2016). Unique Naturally Biodegradable Food Packaging Material Launched
That is fully recyclable | AfricaBusiness.com. [online] Available at:
http://africabusiness.com/2016/04/25/unique-naturally-biodegradable-food-packaging-material/
[Accessed 14 Nov. 2016].
Dominic Dudley. (2016). UAE’s Bottled Waters Brands Battle for Market Share. [online]
Available at: http://www.domdudley.com/articles/2015/09/21/uaes-bottled-waters-brands-battle-
for-market-share [Accessed 16 Nov. 2016].
Garvey, J. (2009). 360 Paper water bottle offers renewable alternative to plastic. [online]
Newatlas.com. Available at: http://newatlas.com/360-paper-water-bottle/11927/ [Accessed 14
Nov. 2016].
Health and Safety News. (2016). UAE ADDRESS PLASTIC POLLUTION | Health and Safety
News. [online] Available at: http://news.safetymedia.co.uk/plastic-pollution/ [Accessed 14 Nov.
2016].
Kazmi, A. (2014). Empty water bottles, a source of pollution. [online] GulfNews. Available at:
http://gulfnews.com/news/uae/general/empty-water-bottles-a-source-of-pollution-1.1342259
[Accessed 14 Nov. 2016].
Pandey, P. (2016). Plastic Waste Management in UAE. [online] EcoMENA. Available at:
http://www.ecomena.org/plastic-uae/ [Accessed 14 Nov. 2016].
Sahoo, S. (2015). Bottled water companies diversify their offerings | The National. [online]
Thenational.ae. Available at: http://www.thenational.ae/business/retail/bottled-water-companies-
diversify-their-offerings [Accessed 16 Nov. 2016].
Sorrel, C. (2016). Paper Water Bottle is a Triumph of Marketing Over Design. [online] WIRED.
Available at: https://www.wired.com/2009/02/paper-water-bot/ [Accessed 14 Nov. 2016].
Wasmi, N. (2016). Bottled water ‘more harmful than UAE’s tap water’ | The National. [online]
Thenational.ae. Available at: http://www.thenational.ae/uae/environment/20160503/bottled-
water-more-harmful-than-uaes-tap-water [Accessed 14 Nov. 2016].

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