Na Jun Hao

Executive Summary

Over the last generation, they have grown to be bigger, stronger and faster.
They fill the world quicker than anyone had imagined. They had lived a longer and
healthier life. They are – the cars. It is said by the Department of Transportation that
the vehicle population in the United States had grown six times faster than the human
population. According to David G. Van Sickle, a American Automobile Association’s
spokesman, “If you believe what the auto manufacturers are telling us, there’ll be a
car in every household that can afford it, for every purpose” (Wald, 1997).
And we couldn’t deny that the number of cars is affecting the air quality
nowadays. That is why the objective is to develop a product that is so innovative, it
can satisfy customer’s need as well as improving the environment for Mother Nature.
There would be problem statements, competitor analysis, idea generation and many
steps that are implemented to produce the product.

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Table of Contents

EXECUTIVE SUMMARY ........................................................................... 1

TABLE OF CONTENTS .............................................................................. 2
1.0 INTRODUCTION .................................................................................... 4
1.1 OBJECTIVE STATEMENT .................................................................................. 4
2.0 PROBLEM STATEMENT .................................................................... 5
3.0 COMPETITOR ANALYSIS ................................................................. 7
3.1 COMPETITORS’ PROFILE ................................................................................... 7
3.2 PRODUCT COMPARISON .................................................................................... 8
3.3 UNIQUENESS ........................................................................................................ 9
3.4 LIMITATION .......................................................................................................... 9
3.5 TECHNOLOGY ...................................................................................................... 9
4.0 IDEA GENERATION .......................................................................... 10
4.1 FORCE FITTING TRIGGER ................................................................................ 10
4.1.1 Illustration ..................................................................................................... 10
4.1.2 Combinations ............................................................................................... 10
4.1.3 Evaluation...................................................................................................... 11
4.2 MIND MAPPING ................................................................................................. 12
4.2.1 Illustration ..................................................................................................... 12
4.2.2 Combinations ............................................................................................... 13
4.2.3 Evaluation...................................................................................................... 13
5.0 PRODUCT CONCEPT DESCRIPTION......................................... 14
5.1 PRODUCT ILLUSTRATION ............................................................................... 14
5.1.1 Full view ......................................................................................................... 14
5.1.2 Outer blades ................................................................................................. 15
5.1.3 Inner blades .................................................................................................. 15
5.2 PRODUCT ANALYSIS ....................................................................................... 16
5.2.1 Availability for purchase ......................................................................... 16
5.2.2 Features .......................................................................................................... 16
5.2.3 Function ......................................................................................................... 17
5.2.4 Frequency of usage .................................................................................... 17
5.2.5 Product price ................................................................................................ 17
5.2.6 Technologies used ...................................................................................... 17
6.0 MARKET IDENTIFICATION .......................................................... 18
6.1 MARKET SEGMENT ......................................................................................... 18
6.2 DEMOGRAPHY .................................................................................................. 18

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7.0 IDEA EVALUATION .......................................................................... 19

7.1 STICKING DOTS ANALYSIS ............................................................................. 19
7.1.1 Illustration ..................................................................................................... 19
7.1.2 Results ............................................................................................................. 20
7.1.3 Analysis........................................................................................................... 20
7.2 S.W.O.T ANALYSIS ........................................................................................ 21
7.2.1 Illustration ..................................................................................................... 21
7.2.2 Recommendations for improvements .................................................. 21
8.0 CONCLUSION ...................................................................................... 22
9.0 REFERENCES ...................................................................................... 23
10.0 APPENDIX ........................................................................................... 25

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1.0 Introduction

GoFilter is an eco-company that produces products that helps saving the

environment from air pollution. The Petaling Jaya-based company produces mainly
commercial vehicle exhaust filters.

GoFilter started off its track when the founder of GoFilter, Na Jun Hao found
that the air in Malaysia is not that good especially in big cities such as Kuala Lumpur.
And then one day he came to a product from United States that can help overcome the
air pollution problem but it cost around $ 200 for that particular item. It is quite costly
for most of the Malaysian and if he wants to implement it in Malaysia, he had to
create something cheaper and efficient.

GoFilter is considered as one of the first company in Malaysia that produces

the “GoFilter vehicle exhaust filter”. The first market opportunity for designing
exhaust filter on a commercial basis began when the air pollution in Malaysia is
deteriorating as the time goes by.

1.1 Objective Statement

The aim of the proposed product, GoFilter is to reduce as many toxic emissions from
vehicle as possible. Besides just to reduce toxic emissions, GoFilter aims to also
increase fuel efficiency as well as the mileage. By having an affordable price,
GoFilter will create a new business opportunity in the automobile market itself.

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2.0 Problem Statement

Air pollution has been a serious problem facing our country for the past few
years. The terminology of “haze and non-haze” periods was used to determine the
atmospheric status of the environment in highly developed cities such as Klang
Valley.

During the non-haze periods, in urban areas, especially during peak hours, it is
stated that more than 70% of the total emissions of the city are coming from vehicles
(Awang MB, 2000). What do the vehicle produces? Carbon dioxide (CO2) is
produced during the procedure of burning fossil fuels.

The growth in income level of the Malaysians as well as the number of

vehicles they own is what leads to the increasing amount of carbon dioxide (CO2) for
the past few years (Mohamad Idham Md Razak, 2013). Below is the chart for the
increasing levels for carbon dioxide emissions in Malaysia.

Figure 1: Carbon emission Index in Malaysia (Yearly)

Source from: http://www.ijhssnet.com/journals/Vol_3_No_13_July_2013/20.pdf

In order to overcome this, instead of urging Malaysians to stop buying cars, it

is more feasible to solve the carbon emissions from vehicles. That is why vehicle
exhaust filters are introduced. Exhaust filters are used to filter the toxic emissions

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from vehicles. The vehicle will still continue to produce carbon emissions, but in a
less toxic way.

It is also believed that titanium dioxide (used in sunscreen or food coloring) is

able to absorb toxic emissions from vehicle. According to BBC news, Prof Tony
Ryan and Prof Simon Armitage came up with an idea to help cut disease as well as
save lives by “sucking” poisonous particles from the air. Both of them first coated a
10m by 20m poster with titanium dioxide and then hang it up to a building. Result
shows that it can absorb the toxic emission from roughly 20 cars daily (Westcott,
2014).

That is why by implementing both vehicle exhaust filters and the pollution-
eating titanium dioxide into a new product, the level of air pollution in Malaysia
would be decreased drastically.

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3.0 Competitor Analysis

3.1 Competitors’ Profile

Available at: http://www.ecooptimized.com/

Name: Sabertec L.L.C.
Headquarters: Austin, Texas
Sabertec L.L.C. is a company that solves environmental encounters, mainly reducing
the emissions of both diesel and gasoline engines by using the technology from Brazil
that was formerly called “PROAR” (Anon., n.d.). Sabertec was founded in 2005
during the spring season and had its base in Austin, Texas. Sabertec aims to provide
emission solutions that are able to apply within a wide range of operating conditions
effectively (Anon., 2014).

Available at: http://www.flowmastermufflers.com/

Name: Flowmaster, Inc.
Headquarters: Santa Rosa, United States
Founded 30 years ago, Flowmaster® is well-known as a manufacturer of performance
exhaust systems, mufflers, exhaust kits, racing mufflers, stainless steel mufflers,
exhaust accessories and tips for vehicles. Having its base in Santa Rosa, Flowmaster®
continues its legacy in embracing new automotive technologies (Anon., 2013).

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3.2 Product Comparison

Sabertec L.L.C Differences Flowmaster, Inc.
BLADE Product Name Flowmaster® Part #:
2010004
Product Picture

2 types (Silver and Black) Color choice 1 type (Silver)

 Reduces emissions Advantages  Reduces emissions
 Improves fuel economy  Reduces the toxic
 Increases gas mileage percentage in
 Filters particulate material exhaust gases
(soot)
10,000 to 20,000 miles depending Lifeline 25,000 miles
on the age of the vehicle
 Patented bobbin and Technology  Wash coat
cartridge technology application
Stainless Steel Material Stainless Steel
Around RM 800.00 Price Around RM 750.00

The table above shows the comparison between the BLADE from Sabertec L.L.C and
also the Flowmaster® Part #: 2010004 from the Flowmaster, Inc.

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3.3 Uniqueness

In the design point of view, BLADE has a better design if compared with
Flowmaster® Part #: 2010004. BLADE has a more modern design way whereas
Flowmaster® Part #: 201004 the other way around.
Both are able to reduce the toxic emissions from vehicles but what makes
BLADE better is that it is able to improves fuel economy as well as increase gas
mileage which Flowmaster® Part #: 201004 are not capable of. But still Flowmaster®
Part #:201004 has a better lifeline and also a cheaper price if compared to BLADE.

3.4 Limitation

The only limitation that exists between both of these products is that it is too
costly. The price of both products can be only afforded by some consumers but not
all. This would greatly affect the existence of these products in the market.
Besides that, the Flowmaster® Part #:201004 don’t have filters that filter
particulate materials (soot). This would be the greatest limitation for it and therefore
the efficiency in reducing toxic emissions would be greatly affected.

3.5 Technology

Both products are able to reduce emissions from the exhaust and both of them
did it greatly. But what differs them is the technologies they used.
For BLADE, it reduces emissions of particulate material (soot) by physically
captures them and remove them from the exhaust stream using their patented bobbin
and cartridge technology. It also improves fuel economy by decreasing the duration of
the “cold start” operations of your car.
As for Flowmaster® Part #: 201004, it uses the wash coat application
technology as their emission reducing method. A wash coat is a catalytic material
carrier and is widely used for dispersing materials over a large surface area (Anon.,
2014).

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4.0 Idea Generation

Generally, idea generation is known as the process of generating concept and

bringing them to the real world (Anon., 2015). The idea generation techniques being
chosen are: the force fitting trigger as well as the mind mapping.

4.1 Force fitting trigger

4.1.1 Illustration

Hard Gas Round

Heat resistance Pollution Cylinder
Corrosion resistance Factory Cleaning
Shiny Poisonous Washing machine
Durable Formless Titanium

4.1.2 Combinations

1. Corrosion resistance + Pollution + Cylinder

2. Hard + Formless + Round
3. Heat resistance + Gas + Cleaning
4. Shiny + Factory + Washing machine
5. Durable + Poisonous + Titanium

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4.1.3 Evaluation

3. Heat resistance + Gas + Cleaning

Combination 3 will be chosen as the concept of the product because it has many
related attributes as a car filter. Heat resistance is a must because the product will deal
with the high temperature inside the exhaust. On top of that, as the concept is to
reduce toxic emission, gas and cleaning would be suitable in this.

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4.2 Mind mapping

Mind mapping is a technique that is done by mapping your thoughts into graphical
design. It helps to build up memory as well as stimulating creativity (Kenyon, 2002).

4.2.1 Illustration

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4.2.2 Combinations

No. Frame material Filter material Filter type Technology

1 Iron Iron coated with Sponge Increase fuel
titanium dioxide economy
2 Titanium Titanium coated with Blades Filter emission
titanium dioxide
3 Stainless steel Steel coated with Sponge Reduce emission
titanium dioxide
4 Iron Iron coated with Sand Increase mileage
titanium dioxide
5 Titanium Steel coated with Blades Increase fuel
titanium dioxide economy

4.2.3 Evaluation

The chosen combination would be the 2nd combination, which is:

No. Frame material Filter material Filter type Technology
2 Titanium Titanium coated with Blades Filter emission
titanium dioxide

The reason why is because Titanium is a very strong material which is three times
stronger than iron and stainless steel. Titanium is corrosion free which iron is not.
Furthermore, the filter material is suitable for reducing emission as titanium dioxide
acts as a compound that absorbs toxic emission. Blades are chosen for the filter type
because sand and sponge is not efficient enough in filtering gases unless we’re talking
about liquids. Last but not least, the filter emission technology is what makes the
product related to the problem we stated.

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5.0 Product Concept Description

The proposed product is called the “GoFilter” which tallies with the company name.
Basically what “GoFilter” does it that it filters the toxicity of the vehicle emissions.
Below is the design of the product.

5.1 Product Illustration

5.1.1 Full view

Titanium frame

Inner blades

Outer blades

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5.1.2 Outer blades

5.1.3 Inner blades

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5.2 Product Analysis

5.2.1 Availability for purchase

The product will mainly focus on the Malaysia market. And these are the places
where it will be marketed.
o Car accessory shops
o Hypermarkets in Malaysia for example Aeon Big, Jusco, Giant and etc.
o Car service centres

5.2.2 Features

The features of the product are mainly as follows.

1. Titanium frame
o The frame is made of titanium which is corrosion free as well as high in
heat resistance.
o Also, titanium can be obtained easily which makes the price of
production to be low and economical.

2. Titanium filter blades

o Powered by vehicle’s battery.
o There are two (2) types of blade in the filter (outer & inner blades).
o Both blades are coated with titanium dioxide.

3. Outer filter blade

o Made up of 60 titanium blades linking each other
o Coated with titanium dioxide
o For large emission particles

4. Inner filter blade

o Made up of 25 titanium blades linking closer to each other
o Coated with titanium dioxide
o For smaller emission particles

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5. Titanium compound
o According to research, titanium dioxide is able to absorb toxic
emissions from cars effectively.

5.2.3 Function

The functionalities of the product are mainly as follows.

 Filter vehicle emissions

 Reduce vehicle emissions
 Increase fuel economy
 Increase the mileage

5.2.4 Frequency of usage

The usage frequency of the proposed product is determined by the number of time the
vehicle is used. If the consumer uses the vehicle daily, the usage frequency would be
daily and etc.

5.2.5 Product price

The price of the proposed product would be roughly around RM 300 – RM
350. As compared to the competitor’s price which is RM 800 and RM 750, the price
is very economical to be sold in Malaysia.
In the future if the product is widely used, the company will have
collaborations with local car manufacturers such as Proton or Perodua to include the
product into the manufacturing process. The price of the product hence will be lower
depending on the amount bought.

5.2.6 Technologies used

The technology used by the product is mainly on the filter blades. Once the
vehicle is started, it would activate the filter blades to start spinning and the spinning
blades would effectively prevents any emissions emitted without being filtered by the
filter. This is because the blades are powered by the vehicle’s battery.

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6.0 Market Identification

6.1 Market Segment

The targeted market segment would be any individual who owns a vehicle. As the
product is related to vehicles, this would be the right market segment to focus on.

6.2 Demography
Gender - Does not specify on genders
Age group - Above 22 years old
The age above is targeted because this would be the age of
working adults who might own a vehicle and are able to pay
for the price.
Vehicle type - Every vehicle except motorcycle
This is because the exhaust of a motorcycle is too small for the
product to fit it.
Price - RM 300 to RM 350
The proposed price is very reasonable for an exhaust filter if
compared to overseas and mostly working adults can afford it.
Occupation - Working adults
- Retired adults

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7.0 Idea Evaluation

7.1 Sticking dots analysis

7.1.1 Illustration
Name GoFilter BLADE Flowmaster® Part
#: 2010004
Image

Design   

Feature   
Uniqueness   
Technology   
Price   

Legend:
Points given Description
 Excellent
 Great
 Moderate
 Poor
 Bad

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7.1.2 Results
GoFilter 19 
BLADE 17 
Flowmaster® Part #: 2010004 14 

7.1.3 Analysis
As GoFilter is an economical exhaust filter, the design of it should not be too
fancy or else the production cost will be higher. That is why in the Design part,
BLADE gets more point. However, GoFilter is still receiving higher points than the
Flowmaster® Part #: 2010004 due to the modern design of GoFilter.
As for the Feature part, GoFilter has the highest point as it has more efficient
features compared to the two other competitors. The titanium dioxide used in the filter
blades in GoFilter is one of the unique features in it. And that is why GoFilter has the
same point as BLADE in the Uniqueness part. Meanwhile, Flowmaster® Part #:
2010004 didn’t score very well in these two.
Technology is the area of study where GoFilter loses to both of its
competitors because as GoFilter is a new company, it is still lacking of experience if
compared to both of the company.
Last but not least, in the Price part, GoFilter certainly wins over both of its
competitor. This is due to the price consumer had to pay for the functions GoFilter
provides. The price of GoFilter is very reasonable for any working adults.

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7.2 S.W.O.T Analysis

7.2.1 Illustration
Strength Weaknesses
o Works on most of the vehicles o Not suitable for those who owns a
o Reasonable price for the functions motorcycle
provided o Product may not fit into the
o First ever commercial exhaust exhaust
filter in Malaysia o Filter had to be changed
o No age restriction frequently if old vehicle is used
(old vehicle produces more
emissions)
Opportunity Threats
o No similar products available in o Hybrid car being introduced to the
the market yet market
o Possible partnership with local car o People have very little
manufacturers to boost up the information about this product
product o Stereotypes of not to spend so
o Able to venture to other moderate much money of such a simple
developed country thing

7.2.2 Recommendations for improvements

Recommendations
1. Implement free size filters in order to fit in various exhausts in the
future.
2. Increase filter’s thickness in order to deal with old vehicle’s emissions.
3. Advertise the product in social media platforms to increase user’s
knowledge about this product.
4. Consider adding GPS tracker to the filter so that the filter can decrease
car stealing crimes.

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8.0 Conclusion

It is to believe that the proposed product will be able to be introduced to the

market within a year time. This is due to the decreasing of the quality of the air we
breathe in. In 2013, almost half of the carbon monoxide and nitrogen oxides that
emitted into the air were contributed by transportation (Anon., 2014).
With the help of the idea generation technique, it is very easy to come up with
a brand new innovative product. Every features of the product can be stated clearly
using the techniques provided.
The final product generated would be a commercial vehicle exhaust filter. The
material for the filter frame will be the titanium for its durable, corrosion free and
high heat resistance attributes. The type of filter that is used will be the blade filters
whereby the material used will be titanium also. Not to forget the titanium dioxide
coating the filter blades.
In order to let the proposed product improve, surveys had been conducted in
order to get responds from the consumers and the feedbacks are the essence of
improving it.

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9.0 References

1. Anon., 2013. Flowmaster. [Online]

Available at: http://www.flowmastermufflers.com/?page_id=13
[Accessed 15 May 2015].
2. Anon., 2014. Catalyst Washing. [Online]
Available at: http://www.catalystwashing.com/washcoat.html
[Accessed 15 May 2015].
3. Anon., 2014. Sabertec. [Online]
Available at: http://www.ecooptimized.com/
[Accessed 13 May 2015].
4. Anon., 2014. UCSUSA. [Online]
Available at: http://www.ucsusa.org/clean_vehicles/why-clean-cars/air-
pollution-and-health/cars-trucks-air-pollution.html#.VVs8aLmqpBc
[Accessed 17 May 2015].
5. Anon., 2015. OptimizationGroup. [Online]
Available at: http://www.optimizationgroup.com/solutions/idea-generation-
optimization/
[Accessed 16 May 2015].
6. Anon., n.d. Linkedin. [Online]
Available at: https://www.linkedin.com/company/sabertec-llc
[Accessed 13 May 2015].
7. Awang MB, J. A. A. A. I. M. H. M. A. R. J. S. N. H., 2000. PubMed. [Online]
Available at: http://www.ncbi.nlm.nih.gov/pubmed/10894109
[Accessed 15 May 2015].
8. Kenyon, G., 2002. BBC News. [Online]
Available at: http://news.bbc.co.uk/2/hi/uk_news/education/1926739.stm#top
[Accessed 16 May 2015].
9. Markowitz, E., 2010. Inc. [Online]
Available at: http://www.inc.com/guides/2010/09/how-to-write-an-executive-
summary.html
[Accessed 15 May 2015].

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10. Mohamad Idham Md Razak, P. D. H. I. A. D. I. B. A. H. T. Z. I., 2013.

Economics of Air Pollution in Malaysia. International Journal of Humanities
and Social Science, 3(13), pp. 173-177.
11. Wald, M. L., 1997. The New York Times. [Online]
Available at: http://www.nytimes.com/1997/09/21/us/number-of-cars-is-
growing-faster-than-human-population.html
[Accessed 12 May 2015].
12. Westcott, R., 2014. BBC News. [Online]
Available at: http://www.bbc.com/news/science-environment-27425217
[Accessed 17 May 2015].

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10.0 Appendix

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