TRIZ TOOLS TO EVALUATE MARKETING STRATEGY AND PRODUCT
INNOVATION. A NEW START-UP CASE STUDY OF SILICONE
THECNOLOGY
Roberto...
The classes according to International Patent
Classification (IPC-R) characterizing the Boolean
algorithm (1) applied to a...
0
200
400
600
800
1000
1200
1400
1600
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F16J F —
IPC-R
n°patents
K
M
B29C
B65D
Fig. 4: : [K(IPC-R Class F16J15/10)] + [...
10-PRIORACTION
871
EP1792746A1
WO06130932A1
WO05097467A1
24-INTERMEDIARY
301
EP1262310A1
EP0640361A1
Fig. 6: 40 principles...
Fig. 9: problem to be solved
2.1 Focusing the Problem
Basically we must move from an uncertain sketch of the
problem to a ...
INSIDE the
< Operational Zone >. < The Cave >
AND
< keeps the tool’s ability to
provide >
< keeps the bottom’s
ability>
< ...
Fig. 12: several small holes mouth into one single big
external hole
• Intensification of the micro-problem: how to
improv...
Fig. 16: internal bottom perspective
Fig. 17: external bottom perspective
3 CONCLUSIONS
The TRIZ-based paradigm here descr...
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TRIZ TOOLS TO EVALUATE MARKETING STRATEGY AND PRODUCT INNOVATION. A NEW START-UP CASE STUDY OF SILICONE THECNOLOGY

Published on: Mar 3, 2016
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Transcripts - TRIZ TOOLS TO EVALUATE MARKETING STRATEGY AND PRODUCT INNOVATION. A NEW START-UP CASE STUDY OF SILICONE THECNOLOGY

  • 1. TRIZ TOOLS TO EVALUATE MARKETING STRATEGY AND PRODUCT INNOVATION. A NEW START-UP CASE STUDY OF SILICONE THECNOLOGY Roberto Nani 1 , Daniele Regazzoni 2 1 Scinte s.n.c., Ranica, Italy 2 University of Bergamo, Industrial Engineering Dept., Italy Abstract This paper relates about the use of TRIZ to translate and manage the Silicone-based Gasketing Technology into new fields of application such as human necessities: baking and butchering, kitchen equipments and health care. The paper is formed by two main parts. The first part describes the approach used to identify new technological branches, starting from the intrinsic and extrinsic features of the reference technology. The second part of the paper describes thoroughly case-study regarding a specific kitchen-targeted silicone product. Said approach is structured in order to define a new set of products, services targeting developers, start-ups and managing of the Intellectual Property (IP). Keywords Intellectual Property Enforcement, Small-Medium Enterprises (S-ME), Energetic Model, International Patent Classification (IPC), Time and Space Separation (convertible). INTELLECTUAL PROPERTY ENFORCEMENT Marketing strategies analysis aimed at technological translation and developed by means of a patent investigation tool matched with the TRIZ methodology represent a real option to support strategies for technological innovation as well as a means of defence against competitors. Said means targets to stress the advantages for the S-ME. Starting from the silicone technologies we have analyzed: • the patent portfolio of the main international companies operating in the silicone branch, without discriminating among the different fields of application; • we have then identified some technologies, among those at disposal of the S-ME, other than the silicone one but similar in terms of their physical-chemical aspects; • we have then defined the compliance of these technologies to the needs of a potential evolution in the silicone branch. We have specifically aimed to figure out the trend evolution of the commonest kitchen tools if realized in silicone. We have applied our patent investigation about silicone and similar technologies to the well-known Collection of Problems (OTSM Network of Problems) [1] and [2] which basically supplies researchers with the frame into which they develop TRIZ solutions. A patent investigation can be actually considered as a complementary activity in collecting problems. It helps to better define the working field and the limits we want to work within. We have mainly solved problems applying the algorithm ARIZ 85 C algorithm. We shall show its practical application in the second part of the paper. This approach allowed us to develop two new products which can be considered as an evidence for: • A patent investigation as a real tool for the innovation of products developed and manufactured by S-ME; • A patent investigation as a method for saving time and increasing the quality of the collected information acquired by means of a strict use of appropriate Boolean algorithms on which the patent investigation bases; • The functions of the TRIZ principles applied to the classification of the patents as an alternative method to the traditional International Patent classification (IPC). 1 MARKETING STRATEGY This chapter describes the analysis process of a technological translation applied to the silicone technology aiming at identifying those functions which can fulfil the requirements of a new silicone-made kitchen-tool A systematic approach can be explained by the following points: 1. A marketing strategy analysis according to TRIZ tools based on [3]: • defining intrinsic and extrinsic characteristics of reference technology; • generalization of said factors in order to individuate new target branches where to export the developed technology and products; • enforcement of a new start-up in terms of production, selling and logistic. 2. A reclassification of main functions of the products according to TRIZ tools based on [4]: • determining new arising contradictory areas and using of the separation principles tool. 1.1 Energetic Model Kinetic Model A Kinetic Model [M] = f(V, ρ) of a system is an expression of class V to which said system refers and the intrinsic characteristic ρ of said class V. A Kinetic Model [M] of this statement, referring to the silicone technology, is represented by the following Boolean expression: [M] = f(V, ρ) = (((mould*) <in> (TITLE,AB,CLAIMS) ) AND ((flex* ) <in> (TITLE,AB,CLAIMS))) (1) where: • mould = class V of the silicone technology; • flexible = intrinsic characteristic ρ of said class V.
  • 2. The classes according to International Patent Classification (IPC-R) characterizing the Boolean algorithm (1) applied to a Patent DB are explained in the table of fig. 1. Result Set for Query: M=(((mould*) <in> (TITLE,ABSTRACT,CLAIMS) ) AND ((flex* ) <in> (TITLE,ABSTRACT,CLAIMS))) Collections searched: European (Applications - Full text), European (Granted - Full text), US (Granted - Full text), WIPO PCT Publications (Full text), US (Applications - Full text) 9,765 matches found of 10,446,533 patents searched IPC-R Code- 4 digit Items % Bar Chart B29C B 1585 10.4 % B65D B 851 5.6 % F16L F 397 2.6 % A61M A 303 2.0 % A61F A 298 1.9 % C08L C 268 1.7 % B60R B 260 1.7 % B29D B 246 1.6 % H01R H 223 1.4 % C08G C 219 1.4 % Fig. 1: main IPC-R classes of [M] Potential Model A Potential Model [K] = f(A, E) of a system is an expression of the subclass or group A to which said system refers and the extrinsic properties E of said subclass or group A. A Potential Model [K] of this statement is represented by the following Boolean expression: [K] = f(A, E) = (((gasket) <in> (TITLE, AB, CLAIMS) ) AND ((seal*) <in> (TITLE, AB, CLAIMS))) (2) where: • gasket = subclass A of the silicone technology; • sealing = functional action, as extrinsic properties E of subclass A. The Classes according to International Patent Classification (IPC-R) characterizing the Boolean algorithm (2) applied to a Patent DB are explained in the table of fig. 2. Result Set for Query: K=(((gasket) <in> (TITLE, ABSTRACT, CLAIMS) ) AND ((seal*) <in> (TITLE, ABSTRACT, CLAIMS))) Collections searched: European (Applications - Full text), European (Granted - Full text), US (Granted - Full text), WIPO PCT Publications (Full text), US (Applications - Full text) 26,706 matches found of 10,461,340 patents searched IPC-R Code Items % Bar Chart F16J 15/08 1117 1.7 % F16J 15/12 669 1.0 % F02F 11/00 595 0.9 % F16J 15/10 422 0.6 % F16J 15/06 412 0.6 % F16L 23/00 341 0.5 % H01M 2/08 329 0.5 % F16J 15/02 319 0.5 % H01M 8/02 303 0.4 % C09K 3/10 298 0.4 % Fig. 2: main IPC-R classes of [K] Forced Model No relationship exists between Kinetic Model [M] and Potential Model [K], if taken separately. A model, capable of combining the class V and its intrinsic characteristic ρ, and the subclass A and its extrinsic properties E, exerts a force [F] acting on said system. [M] and [K] respect the following conditions: Main IPC-R classes of [M] ≠ Main IPC-R classes of [K] B29C - SHAPING OR JOINING OF PLASTICS; SHAPING OF SUBSTANCES IN A PLASTIC STATE, IN GENERAL; AFTER- TREATMENT OF THE SHAPED PRODUCTS, e.g. REPAIRING F16J - PISTONS; CYLINDERS; PRESSURE VESSELS IN GENERAL; SEALINGS ( 16 child classes ) (3) The sentence (3) allows to combine [M] and [K] constituting a Model of the class V and its intrinsic characteristic ρ, and the subclass A and its extrinsic properties E. The main IPC-R group obtained by the Boolean algorithm (2) is F16J15/10 (Sealings with non-metallic packing compressed between sealing surfaces). The tab of fig. 3 represents the IPC-R Code of classes constituting the main group F16J15/10 . IPC-R Code- 4 digit Items % Bar Chart F16J F 217 39.8 % F16L F 72 13.2 % B29C B 30 5.5 % C09K C 24 4.4 % F02F F 19 3.4 % B32B B 13 2.3 % C08L C 12 2.2 % F01M F 10 1.8 % G11B G 8 1.4 % F01N F 7 1.2 % Fig. 3: : IPC-R Class Code of main group F16J15/10 The combination of every class forming the main group F16J15/10 with the Boolean algorithm (1) allows the individuation of two relevant IPC-R classes (fig. 4). The relative global Model is represented by the Boolean algorithms: [K(b29c OR b65d)] AND [M] = (((B29C OR B65D) <in> IC ) AND (((mould*) <in> (TITLE,ABSTRACT,CLAIMS) ) AND ((flex* ) <in> (TITLE,ABSTRACT,CLAIMS)))) (4) where: B29C - SHAPING OR JOINING OF PLASTICS; SHAPING OF SUBSTANCES IN A PLASTIC STATE, IN GENERAL; AFTER- TREATMENT OF THE SHAPED PRODUCTS, e.g. REPAIRING B65D - CONTAINERS FOR STORAGE OR TRANSPORT OF ARTICLES OR MATERIALS, e.g. BAGS, BARRELS, BOTTLES, BOXES, CANS, CARTONS, CRATES, DRUMS, JARS, TANKS, HOPPERS, FORWARDING CONTAINERS; ACCESSORIES, CLOSURES, OR FITTINGS THEREFOR; PACKAGING ELEMENTS; PACKAGES. The Model represented by algorithm (4) can be forced. In the specific case, convertible, is a force applied to algorithm (4): [F] = ((convert*) <in> (TITLE,ABSTRACT,CLAIMS)) (5) The exerted Model is: [K(B29C OR B65D)] AND [M] AND [F] = ((convert* <in> (TI,AB,CLAIMS) ) AND (( (b29c OR b65d) <in> IC ) AND (((mould*) <in> (TI,AB,CLAIMS) ) AND ((flex* ) <in> (TI,AB,CLAIMS))))) (6)
  • 3. 0 200 400 600 800 1000 1200 1400 1600 1800 F16J F — IPC-R n°patents K M B29C B65D Fig. 4: : [K(IPC-R Class F16J15/10)] + [M] Results of exerted model: Fig. 5: EP1491456A2, EP0853584B1, EP0738224B1 The results of fig. 5 describe the state of the art referring to the specific function: “convertible”, “converting”, which are pertinent to the two relevant technological classes similar to the silicone technology. Actually “Convertible” represents the combined functions of separation in space and separation in time. We want in fact understand and use their applications in the silicone-technology field in order to sole the inventive problem subject of the latter part of this paper. At this stage of the Collection of problems (OTSM Network of Problems) [1] and [2], we can relay upon the patent classification obtained by exerting the energetic model described by the Boolean algorithm (4) by means of the following exert: [F] = ((40 principles) <in> (TITLE,ABSTRACT,CLAIMS)) (5) Boolean Algorithm specifying the actions and or words and its related thesaurus have been performed according to TRIZ criteria and with reference to its 40 principles in order to classify each Application and Patent (Granted). This approach consists in : • issuing an extensive list of actions and related thesaurus matching with Boolean operators; • analysis of the patents by means of a patent- commercial-database; • creating and filing the results. The results of this further patent classification are listed in fig. 6 displaying: name of the TRIZ principle - batch of the patents characterized by the function of the principle - pictures connoting some among the identified patents. 1–SEGMENT 813 EP1434714B1 EP1140458B1 US20060057245A1 16-SLIGHTLYLESSSLIGHTLYMORE 149 US20040021247A1 28-MECHANICSSUBSTITUTION 460 WO06117500A1
  • 4. 10-PRIORACTION 871 EP1792746A1 WO06130932A1 WO05097467A1 24-INTERMEDIARY 301 EP1262310A1 EP0640361A1 Fig. 6: 40 principles 2 PRODUCT INNOVATION The second part of the paper describes a meaningful case study regarding a specific kitchen-tool in silicone: a colander. It results to be a new kitchen- equipment, made of an elastic and flexible membrane, capable of achieving a certain number of typical functions, thus developing the Traditional Colander into a Convertible Colander. The Traditional colander is a container for cooked pasta, rice or vegetables. It separates and drains the water used for cooking pasta, rice or vegetables. This function is performed thanks to its small regularly drilled hols, placed at the same pace one from the other. The Convertible Colander provides shares with the traditional one the main feature: it is a container and is complete of small regularly drilled hols, placed at the same pace one from the other. But only on its bottom. The bottom gets concave on one side and convex is observed from the other one. In other words, it can reach two stable positions (a) and (b) : outwards, projecting bottom (a); inwards, recessed bottom (b) . a) the operator pressing the inside face of the bottom pushes the lowered face outwards. The bottom reaches a stable position- see figure 7. Specifically: the inside face will have its hole-edges shrunk; the external side will have its hole-edges stretched, and therefore dilated; b) the operator pours pasta, rice or vegetables into the colander. These foods are obviously poured together their cooking water. Water flows out of the colander through e through the shrunk holes and touches. The shrunk edges do not allow rice grains, pasta or thin vegetables to pass through an fall from the bottom. Fig. 7: : bottom with convexity outwards, restricted holes As regards the operation of the variation of colander with convex bottom inside, recessed bottom, there are the following steps: c) in order to reach this configuration, the operator, by operating from outside the colander, pushes its bottom inwards. The bottom reaches its stable position, rotating with respect to its edge profile and appearing according to the drawings in figure 8. In particular: the extrados or external surface, by being compressed, makes the holes edges restricted in the extrados surface; - the intrados or internal surface, by being stretched, makes the holes edges dilated in the intrados surface; d) the operator throws into the colander pasta, rice or vegetables together with water used when cooking. Water penetrates in the intrados surface through the dilated holes. In the end, water reaches the extrados surface by abandoning the colander. Fig. 8: bottom with convexity inwards, dilated holes A problem may arise: when pouring some food inside a colander, the weight of the food and the speed of the pouring change the convexity of the inside bottom into a concavity (see figure 9). This point has been analyzed with ARIZ 85 C.
  • 5. Fig. 9: problem to be solved 2.1 Focusing the Problem Basically we must move from an uncertain sketch of the problem to a clear and simple formulation of the same A straining system (i.e. aiming at separating solids from liquids) fit for any foodstuff, such as various sizes of pasta, vegetables and rice, consists of a convertible colander made of an elastic and flexible membrane. TC#1: if the colander is convex to the outward, then the hole edges shrink, this means that water will hardly flow outside. TC#2: if colander is convex to the inward, then water will easily flow through the holes, but small and filamentary foodstuffs will pass through the enlarged edges of holes. What we wish to reach: a proper drainage, matching with the foodstuff we are dealing with. A proper drainage must be reached with minimum changes to the system. Energy Source Engine Transmission Tool Product Potential Energy gravity Colander Bottom holes water Control Bottom convexity Fig. 10: Law of System completeness + Law of Energy conductivity in systems We need to choose the most effective one between the two models of conflict, i.e. the one providing a better performance for the Main Manufacturing Process. According to ARIZ85C: -Main Useful Function of the Main Manufacturing process: to provide the required drainage of water. -Now, let’s stress the conditions and let’s consider that our colander’s bottom can be pushed outward up to reach a blown out shape. In this case, the diameters of holes on the bottom become so tiny that water cannot flow through them and so it does not leave the colander. Problem Model • Conflicting pair: water and bottom. • Intensified Conflict: let’s come back to our colander’s bottom. It can be pushed outward up to reach a blown out shape. In this case, the diameters of holes on the bottom become so tiny that water cannot flow through them and so it does not leave the colander and moreover, fragments of food are trapped in the water making a sort of “natural” damn. • Problem: X-element. This must be found. It will preserve the ability of our colander’s bottom, which has now been pushed outward up to reach a blown out shape, to let water flow through the holes. Analyzing and describing the Operational Zone (OZ) The area included between the Negative and the Positive Zone is defined as Operational Zone. In this specific case this third Zone is formed by the holes, which we shall call: The Cave. Operational Time (OT) The operational time where are available resources of time: The time when conflict occurs – T1 and The time before the conflict – T2. T2 T1 Time Time before the water is poured into the colander. Time length from the moment when water when the water starts pouring into the colander till it leaves the colander ( > 5 s) = Le déluge Available Resources At this stage, we can try to define the substance and the field-resources (SFR) of the analyzed system, its environment, and the result (the product if we want to use a more specific terminology). We can then list our SFRs i) System (internal) resources: • Internal Surface • External surface • Holes . • Water (material). ii) Available (external) resources: • Gravity iii) SFR of the super-system: • Gravity. Ideal Final Result (IFR)-1 Next step is to formulate and describe the IFR-1 using the following pattern: X-element ELIMINATES < harmful action > < water from staying inside the colander > WITHIN the < Operational Time > < le deluge> Inside volume of the colander . (negative action zone) Outside volume of the colander (positive action zone )
  • 6. INSIDE the < Operational Zone >. < The Cave > AND < keeps the tool’s ability to provide > < keeps the bottom’s ability> < useful action >. < to strain foodstuffs >. without complicating the system and without harmful side effects. Intensify the formulation of IFR-1 by introducing additional requirements: <Existing resources> < Internal Surface > ELIMINATES <the negative effect> < water from staying inside the colander > WITHIN the < Operational Time > < le deluge > INSIDE the < Operational Zone >. < The Cave > AND PROVIDES <a useful effect> < straining of foodstuffs > without complicating the system and without harmful side effects. Physical contradiction (PhC) Once we have defined our Technical Contradictions, we can, by analogical extention, define The physical Contradictions (PhC) which prevent from achieving the IFR : • Macro-level, following pattern: <Resource > < Internal Surface > HAS to BE < physical macro-state > < push-proof > IN ORDER to PREVENT < one of the conflicting actions > < water from staying inside the colander > AND HAS to BE < opposite physical macro- state > < convex-proof > IN ORDER to PREVENT < another conflicting action or requirement > < that residues of filamentary foods get trapped in holes > WITHIN the < Operational Time > < le deluge > INSIDE the < Operational Zone >. < The Cave > • micro-level, following pattern: THERE SHOULD BE < physical state or action > < grove > IN ORDER to PERFORM < macro-state > < le deluge > AND THERE SHOULD BE < opposite state or action > < undercut > IN ORDER to PREVENT < another macro-state > < obstructed holes > WITHIN the < Operational Time > < le déluge > INSIDE the < Operational Zone >. < The Cave > Ideal Final Result (IFR)-2 The operational zone <The Cave> has to provide < undercut grove > within < le déluge (>5s) >. One “Step Back” from the IFR • IFR: The colander has a blown-shaped bottom; however, water can flow through the colander rapidly (fig. 11). Fig. 11: IFR = blown-shaped bottom • A Step Back from the IFR: Quite a good deal of water is laying inside the colander. • Micro-problem: how can water flow through small holes in a reasonable length of time, which we shall define as <5 sec. for 2 lt. of salted boiling water ? • Solution for the micro-problem: Several small holes mouth into one single big external hole (fig. 12).
  • 7. Fig. 12: several small holes mouth into one single big external hole • Intensification of the micro-problem: how to improve the action of sets of small holes? • Solution: thin groves on the internal surface connect linearly big holes on the external surface (fig. 13). Fig. 13: thin segmented groves connect linearly big holes • Transition from the micro-problem to an optimised product: a continuous undercut grove replaces several segmented undercut groves on the internal surface (fig. 14). Fig. 14: continuous undercut groves Transition to the Technical Solution The bottom comprises a set of grooves, arranged concentrically (as shown on Fig. 15, 16, 17) or radially (not shown). The grooves cross the internal surface. The convertible colander solves the physical contradiction described at the beginning of this paper as it takes into consideration the need of using diachronically big holes for straining big-sized pasta and small holes for straining rice, cooked vegetables, thin pasta in general. In fact, pushing its bottom upside-down (convexity becomes concavity and viceversa) can optimise: • water draining • cleaning of the colander, easy-to-reach interstices and holes. Tthe convertible colander realized with an internal groved surface allows draining large amounts of water through big-sized holes, pasta, rice or cooked vegetables remaining lifted by the ridges of the internal surface without getting in contact with the draining holes; the configuration with a convexity inside the colander allows cleaning it since interstices are easily reached by simply passing the fingers of one’s hand over them. Fig. 15: bottom of colander realized with an internal groved surface
  • 8. Fig. 16: internal bottom perspective Fig. 17: external bottom perspective 3 CONCLUSIONS The TRIZ-based paradigm here described has been specifically developed how to overcome SMEs lacks in the management of IP management [5], and it can be used to evaluate parameters such as the level of obsolescence and the evolutionary potential of new products in different field of application. The developed product embodies the convergence of some partial solutions gained through the use of TRIZ solving tools. The final result has been achieved exploiting the characteristics of silicone that enable to focalise on a single product, a certain number of typical functions normally (according to the state of the art) achieved by several kitchen products. Intrinsic silicone characteristics - such as flexibility – and extrinsic characteristics – such as buckling, enlarging – allow to easily highlight contradictions and to solve them by using separation and inventive principles. The analysis conducted has allowed translating specific knowledge about silicon gaskets technology into the food and beverage market segment, to identify the problems caused by the changed environment and to solve them. The solution proposed has been recently filed as an international patent and it will be soon available on the market. ACKNOWLEDGMENTS This study has been developed thanks to the help and the support of FLUORGUM SPA and in particular thanks to their Director Mr Giorgio Tosini who is trying to apply extensively TRIZ related research methods. A special “thanks “ to my beautiful, good hearted wife, who has helped us in writing down a simple, brisky appealing English. REFERENCES [1] Khomenko N., “ARIZ theory and practice: first acquaitance”, LGeCo, Laboratory of Engineering Design INSA Strasbourg, FRANCE, September 2006. [2] Cavallucci D., Khomenko N., “From TRIZ to OTSM- TRIZ: addressing complexity challenges in inventive design”, Int. J. Product Development, Vol. 4, Nos. ½, 2007. [3] Nani R., Regazzoni D., “Practice-based methodology for effectively modelling and documenting search, protection and innovation”, Proceedings of ETRIA World TRIZ Future Conference, Belgium, Kortrijk, 9- 11 October 2006. [4] Nani R., ““Boolean Combination and TRIZ criteria. A practical application of a patent-commercial-Data Base”, Proceedings of ETRIA Conference, November 16-18, 2005, Graz, Austria. [5] Regazzoni D., Rizzi C., Nani R., “Intellectual Property management. A TRIZ-based approach to manage innovation within SMEs”, Proceedings of ERIMA07’ 15-16th March 2007, Biarritz, FRANCE. CONTACT Roberto Nani Scinte s.n.c. Via Adelasio 22 24020 Ranica (BG) – Italy E-mail: info@scinte.com Phone: +39 (035) 513683 - FAX: +39 (035) 513683 Daniele Regazzoni xxxxxScinte s.n.c. Via xxxxAdelasio 22 24020 xxxxRanica (BG) – Italy E-mail: xxxxxinfo@scinte.com Phone: xxxxx+39 (035) 513683 - FAX: +39 (035) 513683

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