NEW PRODUCT DEVELOPMENT

SMART TABLE
SOLUTIONZ SDN BHD

Program : ACTUARIAL SCIENCE

Program Code : CS 242

Semester : 6

Group Name : 6Z

Group Members : NAME (48594793843)

Dan seterusnya

Submitted to

LECTURER

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TABLE OF CONTENTS

Contents Page Number

1.0 EXECUTIVE SUMMARY 3

2.0 INTRODUCTION 4

3.0 NEW PRODUCT DEVELOPMENT 6

3.1 Definition

3.2 Classification of NPD

3.3 New Product Development Process

3.3.1 Research & Development

 Idea generation
 Idea Screening
 Market Survey
 Consumer Trend Canvas (CTC)

3.3.2 Product Design/Features

3.3.3 Concept Testing

3.3.4 Build Prototype (2D or 3D)

3.3.5 Test Marketing

4.0 CONCLUSION 24

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5.0 APPENDICES

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1.0 EXECUTIVE SUMMARY

In this era of technological advancement, in which technology is used to simplify the

work of everyday human processes, many activities have been simplified and advanced, such
as the order services and paying bill in a restaurant. Nowadays, there are many restaurants
having a problem with a lack of staff and slow services in taking order from customers
especially on peak hour where the number of customers increase drastically. Thus, by using a
self-service Smart Table system, they can overcome their problem. This system is suitable for
the company because it makes the work and services of taking order become faster and save
energy. By using the technology from Smart Table, the number of customers will increase, and
the workers don’t have to worry about the problem anymore. Hence, the company will get
higher profit from it.

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2.0 INTRODUCTION

2.1 Problem Statement

Besides the food, the services also play an important role on giving the best impressions
on the restaurants. Otherwise, bad reviews about the restaurants will slow down their business
as many people neglect on having their meals there.

There are several problems occurred in Restoran Bisik-Bisik related to services and
machines. The problem in the restaurant is first, they are lacking of staffs which they have only
9 workers and second is, at times, their workers are likely to forget the order from customers
like spoon or a cup of plain water. Once in a while, customers have to wait for 15 minutes for
the workers to take their orders.

As we acknowledge, the company is having a hard time balancing the staffs, because
they lack full-time staffs. The owner of the restaurant said that the restaurant needs systematic
ways to help customers make their orders thus helping their workers too.

2.2 Methodology

The method that has been used to collect information is by planned interview. This
interview helps to understand how the owner conducts his company and what challenges that
he has to face. Furthermore, this case study assists us on gaining deeper understanding of how
technology can help entrepreneurs and how it can be put in place in the current industry.

2.3 Limitations

Lacking full-time staff can be a very big challenge in managing a cafe. Further
ignorance of this problem will lead to a bigger problem that prone to business decline. To
produce tables that can make order from it, there are some limitations that are needed to be
taken.

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2.3.1 Cost of Production

The production cost of this “smart table” will be a big consideration for the company.
The production cost includes the use of up-to-date hardware and software like good quality
woods for the table, machines for the ordering and payment system, mobile computer
technicians and also cost for the maintenance. The total cost of this production of “smart table”
might be expensive.

2.3.2 Communication

We could not get in touch with the company’s owner due to her lack of availability. We
only communicate through the workers. Thus the “smart table” proposed cannot be discussed
and improved regularly to check whether the working project meet their requirements.

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3.0 NEW PRODUCT DEVELOPMENT

3.1 Definition

New product development (NPD) is the process when the entrepreneur bringing a new
product to the marketplace. Their business may need to engage in this process due to changes
in consumer preferences, increasing number competition and advances in technology or to
capitalize on a new opportunity. Innovative businesses can be successful by understanding
what the market wants, making smart product improvements, and developing new products
that meet and exceed their customers' expectations.

Developing a new product involves the following processes:

1. Research and development

2. Product design

3. Concept testing

4. Build prototype

5. Test marketing

6. Commercialization

In the case of Mariza Rezeki Enterprise, a new smart table system will be created for
their staffs to replace the old tables.The proposed product is a smart table system called
“SmartTable” specially designed for the company’s staff for their restaurant which is Bisik-
Bisik Restaurant. Before using the SmartTable, the user must be told on how to using the table
by the staffs to increase the ability of using the table. The staffs also can put a manual on every
SmartTable.

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3.2 Classification of New Product Development

According to Claessens (2016), 'New products' can be in two types which are products
may be completely original or new products, or existing products that have been modified and
improved. Inside the types there are two different categories for new products and four different
categories for existing products.

1. Completely original or new products.

For completely original or new products, it is broken down into New-to-the-world

products and New-to-the-firm products. The new-to-the-world product indicates that it is what
more people will define it. The product is a new product that may enter the market. For new-
to-the-firm product means that take a firm into a category new to it. It is also meaning that the
product is not new to the world but new to the firm.

2. Existing products that have been modified and improved.

For existing products that have been modified and improved, there four different
categories under it which are additions to existing product lines, improvements or revisions to
existing products, repositioning and cost reductions. For additions to existing product lines is
a simple line extension, designed to flesh out the product line as offered to the firm’s current
markets. for example, Dutch Lady comes out with ice cream products beside its usual product
which is milk. Next, improvements or revisions to existing product line is when the firm
improvised their current products to make it better. For example, Dutch Lady make a new
flavour of their milk such as corn flavour. Furthermore, repositioning are products that are
retargeted for a new use or application such as baking soda which can be used for baking cake
and also can be used as drain and refrigerator deodorant. Lastly, cost reductions refer to new
products that simply replace existing products in the line, providing the customer similar
performance but at a lower cost.

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3.3 New Product Development Process

The process or stages involved in a new product development are as follows:

3.3.1 Research & Development

Research and development is the process to gain new knowledge by a company that might use
to create new technology, products, services, or system. Those products can be either for
business purpose by selling it to others or for the use of the company itself. It is important for
achieving future growth and maintaining a relevant product in the market (Martin, 2014). The
research and development process are done by generating and screening the idea, market
survey, and through consumer trend canvas.

a) Idea Generation

Idea generation is a process of trying to figure out or come up with ideas for a new
product. This process needs some ideas and creative skills in order to find the best solution for
the company’s problem. Usually, by screening the idea from others, it can generate the idea.
Moreover, new ideas can be generated by conducting marketing research to find out the
consumers’ need or we can study the new products of the competitors. The important thing for
the idea is it must relevant for the current time.

The idea to build this smart table was sparked by one of our group members when we
were brainstorming on how to overcome the problems that is being having by the Restoran
Bisik Bisik own by Mariza Rezeki Enterprise as they are lacking of full time staffs. Nowadays,
many place of foods and beverages use a self-service to ease the work and save time for
everyone which for the company and the customer themselves. So, by using technology to be
applied to the self-service, it is worth it to build a system device to the table such as smart tablet
device.

b) Idea Screening

Idea screening is a process used to evaluate innovative product ideas, strategies and
marketing trends. It is used to determine the compability with overall business objectives or

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otherwise. After having a list of potential new product ideas, we must decide which would be
the best idea to solve the company’s problem. There are some criteria to evaluate the ideas,
such as, check if the idea can give benefits to the company and their target market, fit with
business profile and objectives.

For this project, the idea screening process has been done by doing some study on other
applications that use scheduler system. After doing some research, we found that it is good for
us to develop such Sushi King’s iPad ordering system for Restoran Bisik Bisik.

Sushi Kin Sdn Bhd is a company that serves quality sushi and other Japanese cuisine
through a well-known brand, Sushi King. The company sets up the iPad ordering system to
improve their customer dining service experience, by handling orders efficiently and
accurately. The iPads are displayed on every table, allowing customers to place an order by
just touching the screen and choosing their desired food and beverages. By ordering through
the smart tablet, the system will inform the staffs and the staffs will prepare the customer’s
order. This system may ease the work for both side as the customer doesn’t have to call for the
staff or waiter and the staffs doesn’t have to go to the customer’s table to take order. This type
of smart tablet ordering system is suitable for any company that does not have enough workers.

c) Market survey

For this project, the market survey is conducted by face-to-face interview and by giving
questionnaire through Google form to publics. It is conducted in Shah Alam as the restaurant
is located there. Before we met several people to do the interview, we have interviewed the
owner of the company to identify the needs and requirement of the ordering system. The
company has to find a solution to overcome the problem of lacking staff and the idea to solve
this problem by doing a self-service ordering system.

The next interview is done for the public. The interview is to know either the proposed
application gives benefits to the user or not. Most of the intervewees are agree because the
application would give benefits to them as there it is very convenient for both staffs and
customer as the customer can order new foods without having to wait the staffs or waiter to
take their order.

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As for the questionnaire, the questions are as follows:

Smart Table Self-Service Ordering System

Nowadays, many place of foods and beverages use a self-service to ease the work and
save time for everyone which for the company and the customer themselves. So, by using
technology to be applied to the self-service, it is worth it to build a system device to the table
such as smart tablet device.

1. Age
 21-30
 31-40
 41-50
 51-60
 60+
2. Gender
 Female
 Male
3. Where do you live?
4. Do you familiar with self-service ordering system?
 Yes
 No
5. You may skip the following questions if your answer from the previous
question is No.
6. Where usually you find the self-service ordering system?
7. Do you find the self-service ordering system is efficient?
 Yes
 No
8. Do you think the self-service ordering system should be installed in stores?
 Yes
 No
9. Do you think the self-service ordering system reduce your waiting time?
 Yes
 No

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 10. Does the self-service ordering system enhance the customer overall
experience?
 Yes
 No
11. What do you think if there is a smart table self-service ordering system built-
in that can works from ordering to paying your bills?
 It would be a great idea!
 Okay
 It wouldn’t be necessary.
We take considerations for questions 4, 9, and 11 as it is important aspects to implement the
ideas for our product. The results for the questions are as follows:

Do you familiar with self-service ordering system?

Figure 1

Do you think the self-service ordering system reduce your waiting time?

Figure 2

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What do you think if there is a smart table self-service ordering system built-in that can works
from ordering to paying your bills?

Figure 3

d) Consumer Trend Canvas

Consumer trends are a key building block for innovation (Meier, 2017). We know we
are missing sources of insight when we are stuck coming up with innovation opportunities.
Consumer trend canvas (CTC) is a framework that will help developers not only unpack and
understand any consumer trend, but also help them apply it to launch successful consumer-
facing innovations. In a different word, it is a tool to help us to turn consumer trends into
innovation opportunities. There are two types of sections in consumer trend canvas, which the
first section is analyze and followed by apply section.

i. ANALYZE

1) Basic Needs
The basic needs that are analyzed for customers want is mainly focus on a simplicity
and self-improvement. Simplicity and self-improvement here mean that the customers can do
their payment and order by themselves through a smart table that already assigned for each
table. The customers didn’t need to wait for the waitress to take their order and queuing up to
pay for their meals. A relax and smooth environment will be created by having the Smart Table.
Payment can be made through cash, credit and debit card which can facilitate with customer
affairs. Therefore, by creating a Smart Table, we can reduce the unorganised situation for
companies.

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2) Drivers of Change
To analyse the drivers of change, it includes analysing at the long-term (shifts) and
short-term (triggers). For long-term analysis, we can conclude that nowadays, people already
do not use the term big beat small, but the fast beating the slow one. For short-term analysis,
the Smart Table is said to not only can faster the works for business but also can understand
the customers’ needs.

3) Emerging Customer Expectations

Expectations of customer can be determined by looking at what the customers want and
need and the current service that are provided to them. By identifying the gaps between those
two, we created the Smart Table to fulfil their needs. It is accessible and easier to reach, People
basically need something to make their life easy and they also need a technology that can follow
linearly with the world trend. Creating our portfolio in Smart Table is a good way to meet their
needs.

4) Inspiration
Because there is always an unsystematic situation happen when involve the owner and
the customers, the Smart Table is created to lessen such environment. The Smart Table is
inspired when analysing other food and beverages company that taking customers’ order using
smart tablet and monitors.

ii. APPLY

1) Innovation Potential
The vision in creating this Smart Table, we want to speed up the service process and
increase the profit of companies in the future. For the business model, this innovation can be
applied to launch a new business venture. This is because, new start-up company can use the
Smart Table in speeding up their operations. We create the Smart Table because it can minimise
the space compared to other tables. For campaign, we plan to market and advertise our product
in social media platforms.

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2) Who
This product is mainly created for the restaurants that have many customers and less
staffs. This product can make the restaurants run their operation smoothly and convenient.
Other target customers that we are focusing is including hotel companies. Those company can
use the Smart Table and improve it for their personalization.

3) Innovations
The Smart Table is created to speed up the service process of a company. This product
helps in minimising the space taken for a table. Other than that, it also can make the customers’
order and payment easier because it is made on the spot and the customer is the one that handle
it. It surely will lessen the problem from occurred between the owner and the customers. It will
attract more customers when the services provided is good and fast, and it will gradually
increase the company profits.

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3.3.2 Product Design

Product Possible change creates newness

Performance Faster the service

 The smart table has a system for ordering the customer’s food and
drinks so this faster the service of the restaurant to take order from
every customer.
Save energy
 The smart table has a machine to pay the bill, so this system can
save energy for the customer to queue when they want to pay the
bill at cashier
 The smart table also has a system where the customer can order
their food so it can save the worker’s energy
Automatic price count
 The smart table has a tablet where it automatically calculates the
total price of the customer’s ordered food and drinks
Organized system
 The smart table is programmed to take order from customer and
show the total price. The order will be sent to the workers if the
customers paid the bill. This system is very organized and efficient
because it can avoid from customer who do not want to pay
Easy to use
 The technology used in smart table is commonly used by people.
Thus, it is very easy to use as the system at tablet is little bit similar
to the Sushi King’s and the machine for paying bill is similar to the
machine for buying ticket at cinema
Reliability Systematic
 The smart table is very systematic as it reduces the burden of the
workers especially if the restaurant has low number of workers
Accurate
 The smart table will give an accurate order from customer to the
workers

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  It also will give an accurate total price of the ordered foods and
drinks
 Customers will not have to worry for the accuracy of the machine
as it uses good technology
Avoid from workers’ mistake
 The smart table can avoid from the workers’ careless and mistake
such as forgot the order from customer, forgot to bring spoon or
tissue to the customer and send the ordered food to the wrong
customers
Safety in use There is no harm in using this smart table as it is very safe to use and have
no sharp equipment. There are only table, tablet, and machine to pay the
bill

Durability Strong material

 The table is very durable as it is made up of quality wood, can
handle a heavy weight, and not easily damage
Secured
 The machine that use to pay the bill is very secured as it is made up
by a quality strong metal and will not easily being broke by the
robbers
Special Game
Features  The tablet at the smart table is not only for taking order, it also
provide games for the customers to play while waiting for the order
Additional service
 The tablet also has many buttons other than to take order which are
button for wipe the table, clean the plate on the table, order for
additional plate and bowl
Faster the service
 The smart table also has a space below the table that provide
spoons, forks, knives, menu and tissues. This can faster the service
of workers as they don’t have to focus on give order to small things
and focus to deliver order like food and drinks

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3.3.3 Concept Testing

Concept testing is a crucial stage in the new product development. It is a process that
helps you in assessing customer’s reaction to your proposed product to introduce it to the
market. This is a part where we will know whether our product will be accepted by the user or
not. This would help to gather the information whether the application is feasible and usable
towards the company or not.

The target for this concept testing would be the public around Shah Alam specifically
for the students that goes to restaurant because there are many colleges or universities in that
area such as UiTM, UNISEL, MSU and INTEC. The testing is suitable with them because Shah
Alam is town of full of restaurants and people live in Shah Alam also always go restaurant as
the restaurants in Shah Alam are often crowded.

We conduct this concept testing by giving the survey population a list of questionnaires
about the smart table. They can give some comments or reviews on the good or bad side of the
smart table so that we could make an improvement. The smart table is shown to them by using
two techniques of communication which are verbal descriptions and sketch. The sketch is
shown to the target user for them to observe the smart table. By doing some surveys and
observations to the target user, we will know whether the application is good enough or not.
We would ask them several questions in order to know the qualification, product description,
purchase intent, comments and interpret results. These are the responds from the survey.

Have you been to a restaurant where the

services are very slow?

always sometime never

Figure 1

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Would you be interested if there is self-service
system provide on every table in restaurant?

Yes Neither yes or no No

Figure 2

Would you purcase often from restaurant which

provide self-service table system compare to
other restaurants?

Absolutely Neither yes or no Not at all

Figure 3

What do you think the best about the self-

service table system?

Fast service Save energy Less mistake Attractive to use

Figure 4

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 What is the worst about this product?

Higher service charge Lazy to use Prefer manual service

Figure 5

From the survey conducted, we can conclude that 85% of the respondents are interested
in this self-service Smart Table. They also interested in purchasing food and drinks from
restaurant which use this system. Thus, this will increase the company’s profit. Hence, there is
high potential of this product will be commercialized in market.

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3.3.4 Build Prototype

Figure below show the design of Smart Table that was done by CATIA software. This
is the view from the right of the table.

Figure of Smart Table from right view

This is the design of the self-service Smart Table. The purpose of producing the new
product development of this Smart Table is to faster the services of any restaurant and to save
energy of the customers and the workers. There are some features added to the table that make
the table very efficient and multipurpose to everyone.

Firstly, the Smart Table provide a self-service system where customers can make order
from the tablet located on the table. The tablet consists of menu of foods and drinks so that the
customers just need to choose their order and the order will be collected in a cart. Next, after
they finish choosing their order, the screen will show the total price of the ordered foods and
drinks. The system is programmed to pay the bill first then they will send the order to the
workers to avoid some customers who forgot or don’t want to pay the bill. This can reduce the
losses of the company.

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 Figure of Smart Table from front view

Next, there is a machine where the customers pay the bill attached below the table at
the front of the self-service Smart Table. The system of the machine is similar to the system of
machine of buying cinema ticket. The machine has equipment where the customers can insert
the money and can also get the change from the payment. There is also an equipment that allow
customers to insert their credit card or debit card to pay the bill, in case they don’t have cash.
Besides, the Smart Table provide the payWave to ease the payment. The figure below shows
the function of the machine.

Can pay using payWave here Insert the money here to pay the bill

Can pay using credit or debit card here

Change from the payment will come out from here

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 Figure of Smart Table from back view

From our interview, there are some problem that the workers faced during their works
which is they tend to forget the small things that the customers have ordered such as spoons,
forks, knives and tissue. Thus, we come out a solution of Smart Table that provide a drawer
that contain the equipment that always needed by the customers. Hence, there will be no
mistake done by the workers and save both energies.

One of the objectives of having prototype is it permits usability testing. Usability is a

measure of a user’s experience when interacting with a product. There are some factors that
determine the usability which are ease of learning, efficiency of use, memorability, error
severity and frequency and satisfaction.

Firstly, this product is very easy to learn as it is commonly used in this technology
world. People always use the equipment tablet and machine of paying bill in their daily lives.
Thus, it is easy to use. Second, the Smart Table is very efficient as it saves energy and time of
customers and workers. Third, for memorability, the customers will be able to remember how
to use the product because it is very easy to use. Next, the customers might make some mistake
when make an order from the machine but there is a system where the order will be cancelled
if there are mistakes occurred. Thus, it will not give big impact or losses to the company. Lastly,
customers and workers will satisfy with the Smart Table as it is multifunction and can cater
many problems that commonly occurred in restaurants.

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3.3.5 Test Marketing

Once the “smart table” is out, we put one table in the restaurant for test marketing. We
assigned our acquaintances to use the table for a week. During the given time, the users will
need to analyze and give feedbacks. Then, they will be given a questionnaire that will ask about
the effectiveness, their satisfaction of the “smart table” and recommendations to improve it.
The results of the questionnaire were analyzed.

The result shows that our “smart table” is effective and easy-to-use. Our table was
consistent throughout the testing time which explains that there are no bugs that make the
ordering and payment systems lagging. The users said they were not having any problems in
dealing with the machines to order food or pay the bills. The components in the system were
running smoothly.

Based on overall response by the testing users, our product, “smart table” was found to
be user-friendly and easy to use. The systems at the table are easy to understand that it does not
take a long time to adapt with. To add to that, this new product was said to contributes a
significant amount of improvements on the lack of staff problem.

Below are the responds of the survey from the representatives who experience our new
product, Smart Table.

How much do you think the price of

smart table would be?

2000 and above 1000 to 2000 1000 and below

Figure 1

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Does the poduct produce more efficient
service?

yes no

Figure 2

Does the product is easy to use?

Absolutely Sometime Not at all

Figure 3

Do you think this product can be

commercialize at market?

Yes No

Figure 4

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4.0 CONCLUSION

The problem that faced by Mariza Rezeki Enterprise which is lack of staffs is a problem
that can be solved. If the company does not take any action, it might risk the company
reputation. It might affect to their profit, as they do not have enough workers to serve customers
which makes the customers to run away due to slow services. Therefore, we suggest the self-
service Smart Table system to the company in order to overcome the problem so that the
customers can get their order as soon as possible. This product also can be used by every
restaurant that has the same problem.

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5.0 APPENDICES

Burr, A., Wall, M., & Hardie, H. (2015). 77% of Students Now Work to Fund Studies.
Endsleigh.

Martin. (2014). Research and Development Overview & Process.

Meier, J. (2017). Consumer Trend Canvas.

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