Table of Contents

EXECUTIVE SUMMARY................................................................................................. 2
INTRODUCTION........................................................................................................... 3
PROBLEM STATEMENT................................................................................................ 4
COMPETITOR ANALYSIS............................................................................................... 5
OBJECTIVE STATEMENT............................................................................................... 7
IDEA GENERATION...................................................................................................... 8
PRODUCT CONCEPT DESCRIPTION...........................................................................12
MARKET IDENTIFICATION.......................................................................................... 15
IDEA EVALUATION..................................................................................................... 17
CONCLUSION............................................................................................................ 21
REFERENCE.............................................................................................................. 22
APPENDIX................................................................................................................. 24

EXECUTIVE SUMMARY
Recovering from a disaster is usually a long and gradual process. The primary issue is the
safety of people which includes mental and physical protection. Knowing how to manage
assistance will help to accelerate the process of aiding victims. Increasing the safety of pregnant
woman during an earthquake makes a different between life and death
The name of the proposed product is Safety Capsule. This product is aimed for pregnant
woman. It is mainly designed to protect pregnant woman from miscarriage during an earthquake.
The product is a combination of capsule and shock absorber. With the combination of these tools,
the capsule can provide a place that will not vibrate during earthquake.

INTRODUCTION
Survival Systems, Inc. is an innovative lifeboat manufacturing company. The company
provides offshore companies with equipment, instruction and knowledge about safety
precautions. They are given to achieve a safe evacuation when an emergency occurs during job.
The main focus of the company is the safety through maintenance, testing and fast rescue crafts
and repairs. The company took over the design and production of Whittaker Company in 1987.
They now have over 2000 units all over the world. The company has been involved in 60
emergency incidents.

PROBLEM STATEMENT
Vibrating ground during earthquake causing miscarriage among pregnant woman that
will affect both of mother and baby lives.

COMPETITOR ANALYSIS
COMPANY
ITEM

Cosmo Power
N.S Pod

Survival Capsule LLC

SC2001

http://www.flyint
heface.com/amp
hibiliving/cosmo
power.html

http://survivalcapsule.com/Products.h
tml

-Light

-Impregnable

-Video surveillance

-Impregnable

-Fireproof

-Shock protection

-Able to withstand

-Solar panel array

-Voice message

10m fall
-No storage

-Expensive

-Impact protection
-No mobility

-No GPS
TECHNOLOGY -Air supply tank

-No voice message

-GPS

-No GPS
-Shock absorber

USED

-Solar panel

-Satellite phone

UNIQUENESS

LIMITATION

-Impact protection

Survival Systems, Inc.

Safety Capsule

-Live camera
-Oxygen tank
Table 1

Opening

Cosmo Power is a small company in Japan that manufactures industrial tools and
provides maintenance and consultancy. Survival Capsule LLC is an intellectual property
company that develops survival pods for natural disasters across the world.

Uniqueness
The main function of Safety Capsule is to provide a stable place for pregnant woman.
This can be achieved by implementing hydraulic pumps below the capsule. It will minimize the
vibration that occurs during earthquake. The capsule is built by fiber glass, which is very strong
and protects the user from falling objects. The capsule has a voice message system for the user to
establish communication through a satellite phone. Users inside can be monitored through video
surveillance built inside.

Limitation
Every product has its limitation. Once safety Capsule is assembled, it does not provide
mobility. User must disassemble the product first to move it. Unlike other capsule, Safety
Capsule does not provide Global Positioning System. In case of emergency, the rescue team will
not be able to pin point the victims location.

Technology
The technology used in Safety Capsule is very good and greatly enhance the functions of
the capsule. Four hydraulic shock absorbers are implemented just below the capsule to absorb
the vibrations during earthquake. This will minimize the vibrations of the capsule thus protecting
the pregnant woman. A rechargeable satellite phone is provided inside the capsule. The phone
can be used during emergencies to call for rescue. A high quality camera with live feed is used to
monitor the condition of the users inside. They can be monitored via internet. An extra oxygen
tank is placed inside if the user has a breathing difficulty during the tragedy.

OBJECTIVE STATEMENT
Safety Capsule is developed to provide safe zone that doesnt vibrate for pregnant woman
when an earthquake occurs.

IDEA GENERATION
Attribute Listing
(communicorps.org, 2009)

Color
Black
Purple
Transparent
Red
Yellow
Orange
Blue

Material
Aluminum
Fiber Glass
Titanium
Plastic
Carbon fiber
Stainless steel
Alloy

Camera
144p
240p
360p
720p
1080p
4000p

Phone
Satellite phone
Cell phone
Wired phone
Network phone
Smart phone
Cellular Phone
PDA

Shock Absorber
Gas pressure
Spring
Hydraulic
Air
Damper
Twin tube

Shape
Cylinder
Cube
Pyramid
Sphere
Cuboid
Cone
Hexagonal

Table 4 (self-made)

Outcome
8

Choice
1
2
3
4

Combinations
Orange + Titanium + 720p + Network phone + Air absorber + Cube
Yellow + Fiber glass + 720p + Satellite phone + Hydraulic + Sphere
Red + Carbon fiber + 1080p + Network phone + Twin tube + Hexagonal
Transparent + Alluminium + 360p + Cell phone + Gas pressure + Cuboid

Summary
Based on the outcomes above, the best combination is combination 2. There are multiple
reason why combination 2 is chosen. Compared to other colors, yellow color is brighter and is
very noticeable. The main material used to build the capsule is fiber glass. Fiber glass is a very
hardy material and can be easily obtained. It is cheaper than other hardy substances. Fiber glass
is chosen because its a very hardy compound, which can withstand high impact.
A camera with 720p resolution is provided inside to monitor the condition of the users
remotely. The video quality is great. A rechargeable satellite phone is provided inside to be used
in case of emergency. The user can call rescue team or nearby family for help. Hydraulic
absorber is used in most mechanical device. It is because it provides better stability and cheaper
compared to other absorbers. The shape of the capsule should be sphere, since it is easier to
assemble and move around.

Force Fitting Trigger

Boat

Car

Available at:
Available at:
http://www.conceptboats.com/bo http://www.bmw.com/com/en/newv
ehicles/3series/sedan/2015/showroo
atquotation.aspx?id=29
m/index.html
GPS
4 person

Phone

Available at:
http://www.samsung.com/smartphon
es/galaxy-s/SM-G925FZDAXME
Portable

Stability

User friendly

Communication

Fast speed

Travel

Light

Buoyant

Comfortable

Multipurpose

Motor

Impact protection

Water proof

Oil engine

Family

Electronic

10

Outcome
Choice
1
2
3
4

Combination
Stability + User friendly + Multipurpose
GPS + Comfortable + Protection
Stability + Impact protection + Light
Motor + Travel + Light

Summary
Based on the outcomes above, the best combination is combination 3. The primary target
for the safety pod is to provide stability to pregnant woman during earthquake. Protection against
impact should also be implemented to shield the user inside from falling debris. The Safety
Capsule should be light enough that it can be carried by 2 people. This will help in assembling
the pod during emergency.

11

PRODUCT CONCEPT DESCRIPTION

12

Product Analysis
Features
There many things featured in Safety Capsule. The main feature that is worth mentioning
is the hydraulic shock absorber. It is implemented to the capsule to minimize the vibration of
capsule during earthquake. The capsule is built by fiber-glass. It is fairly cheap and very strong
and proven to be shock proof. A good air flow is built to improve air quality and an air tank
supply is placed in case of emergency.
Functions
The main function of the Safety Capsule is to provide a safe place for a pregnant woman
during earthquake. It is capable of minimizing the vibration of the earthquake by using hydraulic
system implemented outside the capsule. The capsule provides full protection from the outside,
Materials used to make the product is very hardy and it is impact resistant. The user is protected
against falling debris.
Technology
The technology used in the Safety Capsule has enhanced its security features. One of
them is the hydraulic system. The hydraulic system is used to absorb the vibrations going to the
capsule. The pregnant woman inside is protected by staying inside the capsule. The pregnant
woman inside will not experience vibrations since all the vibrations are absorbed by the absorber.
The capsule interior can be monitored by a high quality camera. The condition of the user can be
monitored via internet. The technology is implemented so that nearby relatives or rescue team
will be able to monitor the user remotely. A satellite phone is placed inside the capsule in case of
emergency. Users will be able to contact nearest relatives or rescue team for help.

13

Availability
The main point of this building this capsule is to protect pregnant woman during
earthquake. This capsule should be available in earthquake prone countries such as Indonesia,
Fiji, Japan, Nepal, Chile, Pakistan and India. These countries are in a very active seismic zone
and its the reason why they have so many earthquakes.
Price
Compared to other capsules, this capsule is slightly cheaper because of the material its
made from. Although titanium is much harder, fiber glass is just cheaper and able to withstand
high impact. The cost for Safety Capsule is $2700. Compared to other competitors, it is cheaper.
Survival Capsule LLC sells their product around $4000 and Cosmo Power sells their capsule for
$2000.

14

MARKET IDENTIFICATION

Who

Age
Gender
Age
Income

Adult (above 18 years old)

Female (pregnant)
18 and above
RM 2000 and above
Indonesia
Fiji
Chile

Country
Where

Nepal
Pakistan
India
Japan

Area

People who live near active seismic zone

City

Interest
Why

Countryside
Protection
Emergency
Pregnant woman

Table 11 (self-made)

15

Who
The Safety Capsule is targeted to be used among pregnant woman age 18 and above. This
item is affordable and can be purchased by professionals, government and public servants.
Employers with salary more than $2000 per month will be able to purchase this capsule.
Where
The capsule is planned to be available in countries that are prone to earthquake disaster
like Indonesia, Fiji, Chile, Nepal, Pakistan, India and Japan. This device is very suitable to
countries with high seismic activity zone. It can be used as protection for pregnant woman when
an earthquake happens.
Why
This product is targeted for woman who is interested in protecting themselves and babies
inside them while an earthquake occurs. This item can be used during emergency and is easy to
access. Since an earthquake occurs without warning, this product is easy to set up and light.
Safety capsule will only take minutes to be completely assembled.

16

IDEA EVALUATION
SWOT analysis
Strengths

Products developed are high quality

Company has strong relationship with

existing customers
The brand is well known

Opportunities

Weaknesses

Producing products take too long

High maintenance fees
Damaged goods from exporting
Advertising in poor countries

Threats

Production cost should go down

Improving survival rate among

Many entrepreneurs are developing

pregnant woman and their babies

Increased awareness about earthquake

disaster safety products

New competitors
Lack of beliefs that product will work

17

Summary
Strength
The products developed by the company are high quality. This increases the customer
satisfactions. The relationship between the company and its consumers are strong. Besides, the
brand is known worldwide.
Weaknesses
The product takes about 3 months to produce. It is because the high demand of fiber glass
material. The maintenance fees are also quite high compared to other capsules. The main
problem is advertising in poor countries due to political reasons and peoples interest
Opportunities
The production costs will certainly go down in years to come. It is because the capability
of producing fiber glass will increase. The product will increase the chance of survival for
pregnant woman and their babies. The awareness of safety about earthquake safety is increasing.
Threats
There are several threats to the development of the product. Many entrepreneurs are
developing disaster safety products. New competitors will surely arise in years to come. The
main threat is will people believe the product will work.

18

Force Field Analysis

Restricting Factors

Driving Factors

No mobility

-4

Only 1 user

-4

Not multipurpose

-3

Expensive

-3

Cannot be used straight away

-3

TOTAL

-17

Safety Capsule

Shock absorber
Impact protection
Provide safety
Light
Communication device
Monitoring system

+5
+5
+4
+3
+3
+3

TOTAL

+23

19

20

Summary

Supporting factors
Restricting factors
Total

5 + 5 + 4 + 3 + 3 + 3 = 23
- 4 - 4 - 3 - 3 3 = - 17
(+23) + (-17) = +6

Supporting Factors
There few factors that are supporting Safety Capsules. Shock absorber is implemented
outside the Safety Capsule, which means that the vibration of the capsule is reduced drastically
during earthquake. It is also built to protect users from debris impact. Besides, the capsule is
built by light materials and can be moved easily. To increase the chance of survivability, a
satellite phone is added inside the capsule, for emergency help. Inside the capsule can be
monitored via a live feed camera.

Restricting Factors
Once the capsule has assembled, its hard to move it around. Unlike other capsules, this
capsule does not provide mobility to its users. The capsule is only built to fit in only 1 person and
is not multipurpose. The price of the capsule is quite high and is not affordable for poor citizens
living in the countryside. In order for the capsule to work efficiently, the product must be
assembled first.

21

CONCLUSION
The first prototype of Safety Capsule is ready to be launched. The capsule provides so
many features to protect pregnant woman during earthquake. The device is built to minimize the
vibration and protect its user from falling debris. The main compound used to build the capsule is
fiber glass. Fiber glass is a strong compound and it is also cheap and easy to find. Ideas were
generated through various techniques to improve the development and functionality of the
product compared to products from other companies.
Although immense research about the product has been conducted, the product can be
further improved. The features and functions can be enhanced to increase the safety of its users.

22

REFERENCE
Lewco. 2015. Reincorcement/Coating/Laminating Fabrics. [Online]. [Accessed 10 April 2015].
Available from: http://www.lewcospecialtyproducts.com/reinforcement-fabrics/Properties-ofFiberglass-Fabrics

Survival-Capsule. 2015. Products. [Online]. [Accessed 11 April 2015]. Available from:

http://survival-capsule.com/Products.html

McQueeney K. 2015. You wont get many animals in there: Japanese invent miniature version of
Noahs Ark built to withstand earthquakes and tsunamis. [Online]. [Accessed 29 April 2015].
Available from: http://www.dailymail.co.uk/news/article-2043926/Japanese-invent-miniatureversion-Noahs-Ark-withstand-earthquakes-tsunamis.html

The Guardian. 2015. Japanese Noahs ark disaster capsule goes on sale. [Online]. [Accessed
30 April 2015]. Available from: http://www.theguardian.com/world/2011/sep/30/japanese-noahsark-disaster-capsule

Blue Cosmo. 2015. Satellite Phones Comparison Chart. [Online]. [Accessed 3 May 2015].
Available from: http://www.bluecosmo.com/satellite-phones

Monroe. 2015. Shock Absorbers Explained. [Online]. [Accessed 4 May 2015]. Available from:
http://www.monroe.com.au/what-are-shocks/shock-absorbers-explained.html

Hassam. 2015. Shock Absorbers And Its Types. [Online]. [Accessed 10 May 2015]. Available
from: http://hassam.hubpages.com/hub/Shock-Absorbers-And-Its-Types
23

Samsung. 2015. Samsung Galaxy-S. [Online]. [Accessed 13 May 2015]. Available from:
http://www.samsung.com/smartphones/galaxy-s/SM-G925FZDAXME

Hydraulics & Pneumatics. 2015. Shock Absorbers. [Online]. [Accessed 14 May 2015]. Available
from:
http://hydraulicspneumatics.com/200/TechZone/FluidPowerAcces/Article/False/6442/TechZoneFluidPowerAcces

24

APPENDIX
Poster

25