Have you felt distracted with a messy room and things all over the place?

Especially with socks

that probably distract you more with its special smells? Here, we will help you with your problem.
A revolution to organize your socks with an efficient and effective way, Sock-O (Socks Organizer).
Sock-O will help you with all of your problem about socks
A. Background

When we talk about socks, the most important thing is how we organize it. it actually
doesnt need much space. But, some people think organizing socks is a trivial thing.
Whereas it will inflict issues that causing loss to the owner or its just too much time and
effort. According to questionnaire that weve distributed, 49% of respondent experience
various issues like losing socks causing spending so much time to look for socks. This
matter will reduce owners productivity.

First, the product idea came up from the authors experience which is losing socks
frequently because of the misplacement. Then, a research is conducted to know if there
are some people who have the same experience as the author and how people place or
organized their socks. The result is 93% of respondent agrees if they often missing a thing
because of the negligent placement and the most frequent losing thing is sock. To
overcome this issue, 42 out 47 respondents aggree if the biggest cause of losing socks
negligent in socks placement, thus tool to organized socks is needed.

Based on those matter, an idea to make an organized socks placement came up resulting
a product that we called Sock-O. Sock-Os main function is to place dirty socks, clean
socks, and reusable socks separately. This way socks placement will become easier and
more efficient.

B. Mission Statements

Based on the result of research, the mission statement of product obtained. By the
following are the mission statements of Sock-O:

1. Product Description

Sock-O is a tool to organize socks.

Sock-O consists 3 section of organizer with each categories:
- First section on the bottom with shelf and partition that provide the user
to manage clean socks.
- Second section is on the top-left side of the first section with the form of
basket that provides the user to manage dirty socks or used socks.
- Third section is on the top-right side of the first section with a stick to
provide the user to manage reusable socks.
Sock-O is made of ABS Polymer with a good strength and high durability
Dimension of Sock-O uses anthropometry data of Indonesians hands by
Nurmianto.
The mechanism of Sock-O is easy to understand because it has a clear
function for each section.

2. Key Business Goals

Become a leading product in socks organizer.

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 Obtain 50% sales from primary market which is a college student in Bandung.
The production process will conducted in 2017.

3. Primary Market

Primary market of Sock-O is College students who currently living by their self
and has limited room space.
Other market of Sock-O is local citizen in Indonesia . Big Cities such as Jakarta,
Bandung, Surabaya, Yogyakarta, etc.

4. Assumptions and Constraints

Sock-O is easy to use for all ages.

Sock-O is suitable for someone who used socks in their daily life.
Sock-O sales for introduction stage is by market the product to the customer
directly.

5. Stakeholder

Conceptor
Manufacturer
Supplier
Distributors and Resellers

C. Customer needs

The products created based on customer needs, not from the designer. In order to get the
customer needs, method to get a valid data is conducted. There are three methods to get
more valid data about the customer needs. Which are focus group discussion, interview,
and observation. In this case, the author used interview as techniques of data collection
for 30 respondent of students. The purpose of the interview is to know what they really
need or develop from existing product. This is the question for the interview about all of
requirements to the product:

No Question
1. What is the required aspect for a socks placement?
2. What is the required feature(s) for socks placement?
What kind of things that support comfort-ability to
3.
place a sock?

Then, all of the answer transformed into needs statement that became a requirement to
a tool that will be made as a socks organizer. The need statement as below :

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 No. Product Quality
Customer Needs
Dimension
The Product is easy to store
1. Performance
The product has lot of storage
The product has a tool to provide usable
2. Features
socks
The product size is compatible with the
3. Conformance
socks
4. Reliability The product is odorless (when its used)
5. Durability The product is durable
6. Aesthetic The design of the product is simple

To transform customer needs into product, we need to specify the customer need into
metric. The metric will determine the design of the product. The following is the chosen
metric:

No. Customer Needs Metric

Dimension of the product less than 40
1. The product is easy to store
cm (length x width x height)
Shelf model/concept
2. The product has lots of storage
Able to store more than 10 socks
The product has a features to provide
3. There is a hanger or stick
reusable socks
The product size is compatible with the
4. Dimension of hanger or stick
socks
5. When it used, the product is odorless Made from odor-resistant-material
The material has a good density, yet
6. The product is durable
lightweight
7. Design of the product is simple yet unique Has a unique partition

The table shows the general information that determine the design of the product by
most of the customer. Further, this information will be process in concept generation and
selection.

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A. House of Quality

House of Quality or HOQ is the basic design tool of the management approach or known
as Quality Function Development. QFD is used to get customer desire for a product. As
Cohen (1994) said Quality function development is a method for structured product
planning and development that enables a development team to specify clearly the
customers wants and needs, and then evaluate each proposed product or service
capability systematically in terms of its impact on meeting those needs. The following are
HoQ of Sock-O :

Based on HoQ, the most influence metric is the shelf model, stick, and capacity of the
product. Therefore, those three metric will be the most influence things in Sock-O process
planning.

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B. Concept Generation and Selections

Customer needs and target specification product is needed to generate the concept of the
product. The following is the concept generation and selection table:

Idea
Idea 1 Idea 2
Function
Dirty socks
Merges product Detached product
section

Clean socks
Within the product Out of the product
section

Useable
Sticks Hook/hanger
socks section
Clean socks
section Horizontal gripper Round bulge
handle
Honeycomb/hexagon
Partition Rectangle shaped
shaped

From all of the function and ideas, we finally choose idea 1 as a concept of Sock-O
because it has a big linkage to the customer needs.

Based on customer needs, we can conclude that the most desired product by customer is;
a merged product that is taken from the concept of drawers; provide sticks to store a
reusable sock; a hexagonal partition to give a unique impression. The material used is ABS
Polymer, material that is suitable for household goods. ABS Polymer has low density,
humid resistance, and doesnt absorb any odors.

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A. Usage

Since there are three sections in Sock-O, the ways to use it also divided in 3 ways. For the
first section, user just have to fold the socks tidily and put it in between the partition. For
the second section which is for a dirty sock that will be washed soon, user can just throw
the socks into the basket as fun as user throwing the basketball to the ring.

And the last one, the third section, user can tuck the socks that already been used and
doesnt need to be washed to the provided sticks. Sock-O can be placed in flat surface or
hook it to nail on the wall. The Sock-O placement depends on the room sizes, for a
limited room, it can be hooked to the wall, while for a spacious room, it can either hooked
to the wall or placed it on the flat surface (table or floor).

B. Product Specification

In Sock-O there are three components or section that divided by its function. The
components of Sock-O as below:

The first section is on the bottom with shelf and partition called clean shelf.
The second section is on the top-left side of the first section with the form of
basket called dirty basket.
The third section is on top-right side of the first section with a sticks.

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 Author develop the products dimensions based on the anthropometry data of
Indonesians hands by Nurmianto and the needs statement. Sock-O dimension is written
below :

No Metric Value (target)

1. Length 35 cm
2. Width 36 cm
3. Height 25 cm
4. Sticks length 15 cm
5. Sticks Diameters 4 cm
6. Sticks quantity 4 pcs
7. Partition sizes (length x width) 7 x 6 cm
8. Shelf capacity 18 pcs
9. Material ABS Polymer
10. Products lifetime 5 yrs

C. Innovation Points

Actually, Socks Organizer has been made before. But, the functionality is only available to
one category, unlike Sock-O that manage the socks up to three categories. It is not
efficient for users that need to separate their socks by categories because they have to
buy 2 or more different kinds of socks organizer. Meanwhile with Sock-O, user can have
all-in-one Socks organizer. Compare to existing product, Sock-O have a smaller size with
its functions. Therefore, it will not take so much place.

Sock-O also equipped with sticks, it function is to tuck in the used socks that can be used
again. This function surely have never invented before.

D. Organized Living

According to merriam-webster.com, Organize means to arrange or order things so that

they can be found or used easily and quickly. In organized living, everything must be
arranged nice and neatly. Organized socks will help the user to find the right needed sock
and it will save the time because no need to look through the entire room. Then, the user
can utilize the saved time for activity that are more useful and being more productive.
With Sock-O, it will help the user to save time and be more productive.

Sock-O also prevent the chance of losing socks that caused by misplacing. This way, user
can save more money because theres no need buy a new socks everytime the old one
vanished. No more losing socks, no more messy room, no more wasted time.

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E. 3D Design of the Product

Here are the 3D design of the product :

8
A. Product Usability

To find out Sock-O product usability, we do a research using questionnaire to get

respondents opinion about our product. There are 30 respondent which mostly are
students. The following is recapitulation data that obtained by the measurement of
usability customer:

From questionnaire data result of learnability level of Sock-O, there are 50%
respondents said good, 30% said good enough, and 20% said very good
From questionnaire data result of memorability level of Sock-O, there are 60%
respondents said good, 20% said good enough, and 20% said very good
From questionnaire data result of efficiency level of Sock-O, there are 50%
respondents said good, 30% said good enough, and 20% said very good
From questionnaire data result of error level of Sock-O, there are 50% respondents
said avarage, 40% said low, and 10% said high
From questionnaire data result of Satisfaction level of Sock-O design, there are 70%
respondents said good, 10% said good enough, and 20% said very good

Based on recapitulation data, most of the respondents didnt encounter any difficulties,
failures, and confusion in understanding the use of Sock-O.

B. Safety, Health, and Environment

Sock-Os design considers safety, health and environment aspect. In environment aspect,
author choose an eco-friendly material thus will not harm the environment. Since Sock-O
is a stationary goods, author use ABS (Acrylonitrile Butadiene Styrene) Polymer as its
material. ABS is lightweight and eco-friendly because ABS made of plastics. In safety
aspect author decided to design the edges of a product curved shaped so the product will
not harm the user. Author also design the overall product to be small in order to fit a
narrow space. In Health aspect, Sock-Os design based on anthropometric data of
Indonesian so that the product is safe, comfortable, and efficient.

C. User Anthropometry Data

In designing the product, author use anthrophometric data of Indonesians hand on sticks
diameter and partition sizes. The following is table of anthropometric data used in Sock-O
by using 95% percentile:

Anthropometric
data
Part Percentile Dimension SD
(Nurmianto, 1991)

Grip Diameter
Sticks diameter 95% 5.1 cm 2 cm
(maximum)
Palm Width
Partitions width 95% 8.2 cm 4 cm
(minimum)

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A. Marketing Analysis

1. Customers Identification

- Segmenting:

Demographically, Sock-Os users are between 6 to 40 years old.

Sock-O can be used for all circles, but the specialization of Sock-O is for students
and employees. Its because they tend to use socks more frequent than the
others. Therefore, they doesnt have any difficulty to find their socks when they
are in hurry. This matter caused by their practical and simple lifestyle
(psychographically).

Sock-O marketing focused in Indonesia big cities such as Jakarta, Bandung,

Surabaya, Yogyakarta, etc. We choose these cities because it has a major student
and employee population. Those big cities also become the biggest potential
market because they have high salary rate and concerned with practical lifestyle
(geographically).

- Targeting:

Chapman said, Target markets can be separated into primary and secondary
target markets. Primary target markets are those market segments to which
marketing efforts are primarily directed and secondary markets are smaller or less
important.

Primary target market of Sock-O are students and employee because most of
them has high mobility and they need a tool to help them with socks placement.
This way, they doesnt have any difficulty in storing and finding socks anymore.
While the secondary target market of Sock-O is a housewife who do all activities
at home. Sock-O will help housewives to store the socks tidily moreover when
they do the house chores.

- Positioning:

Sock-O positioned as a unique yet functional tool. User doesnt have any difficulty
in placing and finding their socks anymore. Therefore, they can use their time to
do something useful and being more productive. Sock-O is the simplest way to
organize your socks.

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2. Competitor Analysis

There isnt any competitor that has similar product like Sock-O. There are many
portable organizers to organize things, yet, those organizers doesnt required a
specific things to store. For example, one organizer can store many things such as
socks, tie, underwear, etc. However there is only one compartment for all. Therefore,
the user tends to pile up the things which cause a disorganized.

3. Marketing Strategy (The 4Ps)

- Product (Product Development)

Some process to develop Sock-O design is done which is developing existing

product to current product. Every section of Sock-O considered by every
circumstances of the sock. So that, the socks placements will be more organized
and evoke the awareness of the importance of a good socks placement with Sock-
O. This matter will reduce the issues of missing socks.

Sock-O is a product to store socks in a simple and unique ways. Sock-O has three
main functions which are reusable socks placement, dirty socks placement and
clean socks placement. The material of Sock-O is ABS Polymer that has proven for
its durability and safety along with the sustainability because ABS Polymer has a
long lifetime span.

- Place (Marketing Area Development)

Sock-O first will be distributed in Bandung area especially Batununggal, Buah

batu, and Dipatiukur in which most of the target market lives. The first step of
marketing will be done by market penetration to household goods seller at Pasar
Baru, Bandung. If the interest and demand of the product is high, the next step of
marketing is market the product in bigger retailer such as IKEA, Carrefour, and
Lottemart Wholesale. The further market plan is market the product in Indonesia
big cities such as Jakarta, Yogyakarta, and Surabaya.

- Promotion

In Promoting Sock-O, a proper approach to the customer is needed. Through sales

promotion, information about the utility of Sock-O is being delivered. Hence, its
a necessity to give an intensive approach to the customers. Approach is taken so
that customers are aware of the importance of product. With a good practice of
word-of-mouth, this practice is expected to be accepted by society.

Besides word-of-mouth, virtual promotion will be done through buying and selling
sites like tokopedia, bukalapak, lazada, etc. Therefore, the information of the
product will be deploy easily and it will allows customers to access information
about the product.

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B. Technical Analysis

1. The Location : Pasar Baru Trade Center, Jl. Pasar Barat No. 26 A, Kebon Jeruk, Andir,
Bandung City, West Java 40181

The following are things are our consideration in choosing business location:

- Near to Market Targets

Pasar Baru is chosen because it near to the market target. Since most of the
students and employee bought their household goods at Pasar Baru, Pasar Baru
become the biggest potential to market Sock-O

- The Location is A Business Center

Pasar Baru is one of the biggest business centers in Bandung. There are so many
goods sold in Pasar Baru starting from fabrics to household goods.

2. Owner

Team.rar declared as an owner of the company. All of the managerial process such as
production, quality control, procurement of resources, finance, and marketing will be
done by the company.

3. Labors

There will be three labors to start the company. The first labor will be placed in
workstation 1 which is body and shelf molding. The second labor will be placed in
workstation 2 which is stick, lid, and handle molding. The last labor will be placed in
workstation 3 which is assembly and finishing.

4. Production

To get a brief illustration about production process. Operation process chart (OPC)
will be shown to describe the machine, tool material, and production time. The
following are the OPC of Sock-O Production:

- Operation Process Chart

Operation Process Chart is used to identify the sequence of production process form
Sock-O. Here is the OPC table:

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 5. Financial Feasibility Analysis

The following is the financial feasibility analysis of Sock-O product:

IRR Calculation Table

Period 2016 2017 2018 2019 2020
Cash Out Rp 700,000,000 Rp - Rp - Rp - Rp -
Cash In Rp 249,052,197 Rp 290,981,817 Rp 336,545,487 Rp 385,950,902
Net Cash Rp (700,000,000) Rp 249,052,197 Rp 290,981,817 Rp 336,545,487 Rp 385,950,902
p/f faktor 10% 1 0.9091 0.8284 0.7513 0.683
NPV Rp (700,000,000) Rp 226,413,352 Rp 241,049,337 Rp 252,846,624 Rp 263,604,466
NPV Kumulatif Rp (700,000,000) Rp (473,586,648) Rp (232,537,311) Rp 20,309,314 Rp 283,913,780
Net Cash Rp (700,000,000) Rp 249,052,197 Rp 290,981,817 Rp 336,545,487 Rp 385,950,902
p/f faktor 25% 1 0.8 0.64 0.512 0.4096
NPV Rp (700,000,000) Rp 199,241,758 Rp 186,228,363 Rp 172,311,289 Rp 158,085,489
NPV Kumulatif Rp (700,000,000) Rp (500,758,242) Rp (314,529,880) Rp (142,218,590) Rp 15,866,899
IRR 18%

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 Period 2016 2017 2018 2019 2020
Cash Out Rp 700,000,000 Rp - Rp - Rp - Rp -
Cash In Rp 249,052,197 Rp 290,981,817 Rp 336,545,487 Rp 385,950,902
Net Cash Rp (700,000,000) Rp 249,052,197 Rp 290,981,817 Rp 336,545,487 Rp 385,950,902
p/f faktor 12% 1 0.8929 0.7972 0.7118 0.6355
NPV (700,000,000.00) 222,378,706.70 231,970,704.51 239,553,077.65 245,271,798.22
NPV Kumulatif (700,000,000.00) (477,621,293.30) (245,650,588.79) (6,097,511.14) 239,174,287.08
Interest rate 12%
NPV Rp 239,174,287
Payback Period 3.02

From the table above, the IRR value is 18%, while the IRR > MARR (12%). So, the business is
feasible, because Internal Rate of Return (IRR) is bigger than Minimum Acceptable Rate of Return
(MARR).

Tahun 2016 2017 2018 2019 2020

Cash In (PW positive) Rp - Rp 571,776,967 Rp 636,414,967 Rp 706,647,967 Rp 782,806,467
Cash Out (PW negative) Rp 700,000,000 Rp 324,724,770 Rp 347,433,150 Rp 372,102,480 Rp 398,855,565
BCR 0 1.761 1.832 1.899 1.963

Based from the table above, the business is feasible because the Benefit Cost Ratio (BCR) in 2017-
2018 is bigger than 1 (1.761; 1.832; 1.899; 1.963 > 1). BCR bigger than 1 indicates the profit of the
company is bigger than the cost.

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A. Demand

First step to analyze the price of product is identifying demand data. The following is the
demand data of Sock-O.

Potential Available Target

Total Population Total
Market Market Market
163,649 80% 50% 10% 6,546
130,919.20 65,459.60 6,545.96

Total Population is taken from total population of a university students in Bandung, Buah
Batu citizen and Batununggal citizen. Ratio for each market is writers assumption to
present the demand. So, total demand for the first year is 6546 products.

B. Estimation of Investment Cost

The following is estimated investment cost to produce Sock-O on a large industry scale:

Economic Unit of Economic Accumulated

No Item Specification total unit Unit Cost
Life Life Cost
Machine and Equipment
1 Molding Machine 10 years 1 pcs Rp 15,000,000 Rp 15,000,000
Equipment/Tools
2 Assembly Process 4 years 1 pcs Rp 2,660,333 Rp 2,660,333
(screw,bolt,nut,glue)
TOTAL Rp 17,660,333
Factory and Building
Factory Building or
1 Building 4 years 1 unit Rp 500,000,000 Rp 500,000,000
Factory rent
TOTAL Rp 500,000,000
General Administration
1 Office Administration Administration 4 years - - Rp 1,000,000 Rp 1,000,000
TOTAL Rp 1,000,000
TOTAL COST Rp 518,660,333
From the table above, total investment cost for the first year is Rp. 518.660.333

15
 C. Production and Operational Cost

The following is estimated production and operation cost to produce Sock-O :

Year 2017 2018 2019 2020

period 1 2 3 4
Direct Material Cost Rp 259,535,000 Rp 281,597,000 Rp 305,564,000 Rp 331,555,500
Direct Labour Cost Rp 52,272,000 Rp 52,272,000 Rp 52,272,000 Rp 52,272,000
Total Direct Cost Rp 311,807,000 Rp 333,869,000 Rp 357,836,000 Rp 383,827,500
Overhead Cost
Electricity Cost Rp 4,200,000 Rp 4,200,000 Rp 4,200,000 Rp 4,200,000
Factory Depreciation Rp 125,000,000 Rp 125,000,000 Rp 125,000,000 Rp 125,000,000
Machine
Depreciation Rp 1,500,000 Rp 1,500,000 Rp 1,500,000 Rp 1,500,000
Administration
Depreciation Rp 250,000 Rp 250,000 Rp 250,000 Rp 250,000
Equipment
Rp 266,033 Rp 266,033 Rp 266,033 Rp 266,033
Depreciation
Total Overhead Cost Rp 131,216,033 Rp 131,216,033 Rp 131,216,033 Rp 131,216,033
Operational Cost
Marketing Cost Rp 3,000,000 Rp 3,000,000 Rp 3,000,000 Rp 3,000,000
Brand Amortitation
Rp 2,200,000 Rp 2,200,000 Rp 2,200,000 Rp 2,200,000
Cost
Total Operational
Rp 5,200,000 Rp 5,200,000 Rp 5,200,000 Rp 5,200,000
Cost
Cost of Goods
Rp 448,223,033 Rp 470,285,033 Rp 494,252,033 Rp 520,243,533
Manufactured

D. Selling Price

The following is estimated selling price of Sock-O :

Product Selling Price Calculation Table

Year 2017 2018 2019 2020
Production Volume 6800 7378 8006 8687
Production Cost
Cost Of Goods
Rp 448,223,033 Rp 470,285,033 Rp 494,252,033 Rp 520,243,533
Manufactured
Cost / unit product Rp 65,915 Rp 63,742 Rp 61,735 Rp 59,888
Sell price / unit Rp 150,000.00 Rp 150,000.00 Rp 150,000.00 Rp 150,000.00
Profit Rp 84,085 Rp 86,258 Rp 88,265 Rp 90,112
total profit/tahun Rp 571,776,966.67 Rp 636,414,966.67 Rp 706,647,966.67 Rp 782,806,466.67

16
Chapman, D. (n.d.). Bussines Studies in Action. Milton: Jhon Wiley & Sons Australia.

Nurmianto. (1991). Ergonomi Konsep Dasar dan Aplikasinya.

Statistik, B. P. (n.d.). Badan Pusat Statistik Bandung Kota. Retrieved October 24, 2016, from
https://bandungkota.bps.go.id/linkTableDinamis/view/id/30

Tinggi, P. (n.d.). Forlap Dikti. Retrieved October 24, 2016, from

http://forlap.dikti.go.id/perguruantinggi/detail/ODYxRDlBNjQtOTQ5NS00Njg4LUE1MjgtO
Dk5RkNDQTFDMUU4

Webster, M. (n.d.). Retrieved June 29, 2016, from Merriam Webster Online Dictionary:
http://www.merriam-webster.com/dictionary/organize

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