The "Easy Grab" Grocery Bag-John Mottola

Problem: Excessive wasted plastic bags due to tearing, inability to open and difficulty seperating.

Solution: Develop a plastic grocery bag composed of properties which removes all static electricity therefore reducing tearing, man hours, and waste.

New-product Strategy: We all have been to the grocery store and witnessed the cashier struggling to open the next bag. In the context of one cashier this may seem meaningless. However, in the grand scheme of a large retailer such as Wal-Mart, the man hours lost trying to bag groceries can add up to a significant amount. A larger issue this product can address is the waste factor due to excessive loss of product. Employees and customers alike have grabbed handfuls of extra bags when it is to difficult to seperate them only to throw them out.


Idea Generation: As a consumer I am concerned about the environment. The idea of minimizing waste and excessive man hours is appealing. This concept would also be utilized in the promotion process to the large retailers.

Business Analysis: Demand for the product should be high amongst all retailers. The new product can help their bottom line and profits. Introduction would be rather easy as the retailer has all control over the products they use in their locations. The new product would affect employess making their job easier. Risk is minimal at best, and the overall cost should be minimal.

Development: Create a prototype and Introduce at trade seminars. The marketing concept should be aimed at the "green" aspects of the new bag - less waste and environmental impact.

Test Marketing: Limited introduction through a well known retailer at their busiest locations. Offer new grocery bags at a discounted or free rate in exchange for the retailer's(our customer) input and data. Give the retailer the freedom to experiment with the product openly.

Commercialization: The decision to market the "Easy Grab" Grocery bag is based on the success of the previous steps in the new product development process. Ordering production materials and equipment to mass produce the grocery bags will begin along with creating the proper distribution channels to move the product.

Phosphate Fertilizer

Phosphate minerals are a vital and essential natural resource which is dwindling every day. Phosphates are used as fertilizers in modern agriculture. They are absolutely necessary as they are a basic component to all life, and the people of the world could not be fed without it.

There is a problem however; supplies are running out. At current rates of use (which are only expected to rise) the U.S. domestic phosphate mines will be depleted in 50 years and the entire world’s supply will be gone in 100 years. To compound the problem, phosphate minerals are distributed very unevenly throughout the world, even more unevenly than oil. China and the U.S. each have about 20% of the world’s phosphate reserves and the country of Morocco has 50% of the entire world’s reserves. A sustainable way of managing phosphates must become commonplace or the inevitable result will be mass famine.

One company, Ostara Nutrient Recovery Technologies, has already taken steps to mitigate the loss of phosphate by extracting phosphates along with other minerals from the urine in wastewater and producing a phosphate fertilizer from it. While this is a great and ultimately necessary first step, more will have to be done if the world’s food supply is to be maintained.

The product I propose is similar to Ostara’s, however in addition to the minerals extracted from urine, an additional phosphate source will be added in my product which was overlooked in Ostara’s. The additional phosphate source in my product is animal waste, specifically the bones of cattle, poultry, and even fish, which are very rich in both phosphate and calcium, two essential minerals for plants. Normally, the animals extract these minerals from the land, but the minerals are usually not returned to cropland after the animal is slaughtered. This product would lead to an agricultural future which is more sustainable, and a world which is less hungry.

Furthermore, this is a product which is very green. By recycling phosphate minerals, many environmental hazards are mitigated. For example, using my product, phosphate fertilizers can be provided locally, rather than having to be shipped from the phosphate mines in Florida or Morocco to locations all over the world. This would result in a reduction of the use of fossil fuels which in turn reduces a myriad of pollutants and greenhouse gasses. Furthermore, the phosphate runoff from wastewater and animal waste leads to massive algae blooms in the ocean, which consume all the oxygen in that area of the ocean, creating a “dead zone” where little more than jellyfish can survive.

It is a product which is profitable, necessary, sensible, sustainable, and green.

Parking Space Navigator

The Parking Space Navigator is a convenient add-on for mobile devices and navigation systems that finds parking spaces for you. You will no longer have to drive around the block or continuously drive through row after row of parking spaces, looking for the ideal spot. This product will automatically locate an empty space for you. You won't need to worry about other drivers with the same device competing for the same spots with you either! All devices coordinate via satellite and parking spaces are allotted on a first come, first serve basis. The product would be available via electronic distribution, available to download to smart phones, laptops, GPS navigation systems, or other portable devices with GPS capability. The initial download of the application would have a flat cost, plus a monthly fee for use; discounts would be available for those that purchase an entire year subscription; special deals would also be available to those who purchase new GPS units or cell phones.

1.) What is the likely demand for the product?
This product is highly beneficial to those living and/or working in busy cities and towns and also for those who want to find the closest parking space at a shopping mall or department store. This product would have enormous demand, especially from those who need to park and get to work quickly, tired workers trying to get home for the day to relax, eager shoppers trying to get the closest spot or to get in the door quickly to pick up a hot item, and even college students on a busy campus trying to get to class quickly.

2.) What impact would the new product probably have on total sales, profits, market share, and return on investment?
As this product is an innovation new to the market, its market share would be 100% until other companies develop a model of their own. Total sales for the company would be significantly boosted; profits would also be at a maximum because there is little cost to distribute the product and minimal maintenance necessary to keep the system running. Return on investment would also be high, as its development costs and satellite launching costs would be quickly surpassed because of high demand.

3.) How would the introduction of the product affect existing products? Would the new product cannibalize existing products?
This product would likely increase the demand for existing products, such as GPS units and smart phones, as they would have yet another convenient use. There are no products on the market that would be cannibalized.

4.) Would current customers benefit from the product?
As a new company, our customer base would be built from scratch, though for companies that offer our product as an addition to theirs, their existing customers would benefits highly from our product.

5.) Would the product enhance the image of the company's overall product mix?
This product would be the first product in the company's line. The company could produce its own GPS units in the future as a way to extend the mix.

6.) Would the new product affect current employees in any way? Would it lead to increasing or reducing the size of the workforce?
The company would have very few employees, as the product has electronic distribution and little maintenance requirements.

7.) What new facilities, if any, would be needed?
The only "facility" that would be needed is a satellite. A business office would not necessarily be needed, as the company could easily be run from a home office.

8.) How might competitors respond?
There would be no competitors at first as the product idea is new to the market. Many competitors would likely spring up over the years as they see the product doing well; the competitors would likely be GPS manufacturers and cell phone and internet providers.

9.) What is the risk of failure? Is the company willing to take the risk?
The risk of failure is minimal, as the product would offer a significant usefulness to consumers.

Rebecca Burgess- Light Scents

Problem- no place to plug-in scented air fresheners
Solution- Light Scents light bulb air freshener

New-product strategy: Light scents are scented light bulbs which the consumer may use anywhere in the house. Many people want to have fresh scents throughout their home but lack sufficient electrical outlets for things such as Plug-Ins. Another problem with plug-in air fresheners is that they have to be removed when you want to vacuum or use the hair dryer if there isn’t an additional outlet available. Often times when the plug-in is removed we forget to replace it when we are done with the hair dryer, vacuum, etc. Light scents come in a variety of scents and wattage. Therefore, they can be used in any type of light and in any room of the house. This leaves all the electrical outlets free without the hassle of removing plug-ins when you want to vacuum. Another benefit is that Light Scents work only when the light has been turned on. This way you enjoy the fresh scent only when you are home. Plug-Ins are constantly on even when no one is home. What is the point of that? Light scents are easy to use too. Simply install them like a regular light bulb, turn on the light, and within minutes of the bulb heating you will enjoy a fresh scent.

Idea Generation: As a consumer who loves to have fresh scents in my home I know what a hassle it can be to find a place to plug-in air fresheners. I also only have one outlet my bathroom and it is a hassle for me to unplug the air freshener everyday when I want to dry my hair. A product such as this would allow me to enjoy the scents throughout my home and free up my electrical outlets.

Idea Screening: I feel this product would successfully pass numerous concept tests. I also feel that Light Scents would get a fantastic reaction from consumers. Most people are always looking for ways to revive their home and rid it of clutter.

Business Analysis: The likely demand for this product is high. Light Scents would likely cannibalize existing products of the same nature because they take up less space and work just as effectively. Current customers would benefit from every aspect. A few highlights are that it is a space saver and energy reducer because it works only when light is turned on. This product would not affect current employees in any way. Employees would still be necessary to manufacture this product. Therefore, companies could simply have their employees manufacturer this product rather than plug-ins (or similar) without downsizing. If this product becomes popular enough new facilities may be necessary in order to meet the demand. There is not a high risk of failure in manufacturing this product. Research shows that most people like to have clean scents in their home as well as less clutter. Companies would be inclined to take the small risk associated with this product because of the potential profits that can be made. Competitors may not respond very well to this product. Because of all the benefits of Light Scents there may not be a need for other forms air freshening devices.

Development: This product would be made similar to a conventional light bulb. The only difference is that the glass bulb would be constructed with a certain scent. The scent would be in the light bulb and activated when the bulb was heated. Light Scents are delicate and will need to be replaced when the bulb wears out. This product would be sold individually and in bulk just like a regular light bulb. Since it would be useless to put the product name and logo on the bulb where it will not be seen, the packaging will bear the products name and logo.

Test Marketing: This product does not have to go thought the test marketing stage. This is because there are well known brands of air fresheners such as Plug-Ins, Renuzit, and Febreze which are all extremely profitable. This shows that consumers are interested in products that freshen the home and there is little risk involved when marketing the product.

Commercialization: Light Scents would be commercially available soon after the development process. They are inexpensive to manufacture and the production time is relatively low. Television and magazine advertisements would be aired to help gain consumer interests. Coupons would be sent out through the mail to help promote the new product. Stores would also have special deals on Light Scents as another promotional strategy.