Introduction

The task that we are going to do next is the continuation from the Assignment 1 which we
need to know the information from the company that we choose. From the Assignment 1, we have
perform SWOT (Strength, Weakness, Opportunities and Threat) analysis, identifies 3 major
problems that the business are facing and last but not least, creating innovative ideas that can excite
the business using the CTC (Consumer Trend Canvas) which need us to identifies the current trend
and applies it to create innovative solutions for the business.

In order to accomplish the mission of creating innovative solution to for the business, the
NPD (New Product Development) processes are adopted. The use of NPD processes are needed
in order to implement a systematic approach in order to development a product or service that
satisfies the customer. Steps by steps approach in the NPD processes helps in creating the best
innovations for the business.

The product development is the key for business to survive or grow in this fast paced
business world. The product developed can be a physical product or services. Successful product
development will create new value for customers and can also continue the existence of the
company. New value for customers will make the customers willing to trade their money for the
new product. Without creating new values for the customer, there is no reason for them to trade
their money for the new device. Successful product development will provide the mechanism for
the company for growth and improvement. Besides, it can also change the company from surviving
in the business world to thriving in the world.
Problem statement

Based on the SWOT analysis conducted on the canopy business, one of the weaknesses
found in the business is lack of skill workers. Skilled worker is important in the process of
assembling and disassembling the canopy. The problem that arise is that this canopy business
cannot afford to have permanent workers for the assembling and disassembling the canopy. The
business will need to find anyone who is available to work. This is a loss for the business. This is
because new worker needed to be shown step by step instructions in order for them to work
properly. This consumes times and considered a loss for the business. In order to solve this problem
an innovative design on the canopy structure needed to be proposed. This new and innovative
canopy design will make the assembling and disassembling process can be done easily by anyone.
Methodology

START

Problem
identification

Research &
development

Idea generation Idea screening Market survey

Product design

Concept testing

Prototype

Test market

Stop
Sample Design

In order to determine the public perception about the proposed design, questionnaires are
distributed and their feedback are recorded.

The questionnaires are made and distributed.

Sample design:

Total respondents: 74

Sample composition:

Students
Business owner
Public

Data collection

Geographical Area: Klang

We took Klang as our geographical area for research and we started collecting primary
data. The data is collected by doing interviews with business owner. Besides, we also use the
internet in order to find relevant data and information that relates with our research. Klang is
chosen as the area of research because the business owner that we interviewed for the first time is
doing his business in Klang.
Limitations

1) Initial cost
The initial cost for the development of this innovative canopy design must be within
acceptable cost the customer of service provider willing to pay if this product enters the
market.

2) Design
The canopy design must be easily understand by the customer. Even though sometimes the
design of the canopy comply with its functionality, it must also be aesthetically pleasing.
The design must not be too radical or else people will not be interested in buying the
product. This because canopy also carry aesthetic value for any events it used at.

3) Survey conducted in a small geographical area, in Klang.

4) Research conducted on the response of the 74 respondents, which cannot correctly

represent the population.
Test marketing

Market survey is done in order to check the potential customers for the product that will
be developed and marketed by the company. The target area is Klang Valley, Selangor. The main
target customer is canopy provider as this product is developed in order to solve some of the arising
problem in canopy business. The market survey is done by analyzing the possible opportunities
that the canopy providers have. The higher the demand for canopy rental, means higher number of
canopy is needed to cater the demand thus increasing the probability of the canopy service provider
will invest on buying more canopy for their business. This will be the potential customer that will
buy the product.
Figure 1: Map of Klang
 Figure 2: Canopy provider in Klang

Based on the information stored in Google, there are several canopy service provider in Klang
which are:
1) Hairy Canopy Services
2) Shin Chan 260 Canopy
3) Klang Canopy Sdn Bhd
4) FnZ Canopy Enterprise
5) Izzi Canopy
6) DMA Canopy and Events
These service provider might be the potential customer to buy the product invented. In order to
correlate between the demand and provider, the data on number of residents in Klang based on
their ages will be used. This data is used in order to show the potential of growth for canopy
business.

Table 1: Number of people living at Klang on year 2000 and 2010

(Jabatan Perancangan Bandar dan Desa Negeri Selangor, 2010)

District 2000 2010 Percent in Increase

Klang 681700 861200 2.3%

Table 2: Number of people based on their group age in 2010

(Jabatan Perancangan Bandar dan Desa Negeri Selangor, 2010)

District Klang
10-14 74478
15-19 68697
20-24 89154

The data given above is in 2010. The reasons why the 10-14, 15-19 and 20-24 age group are
selected are because in 10 years times, this age group will be the most probable age group people
will be marry. The total number of all the age group is 232329. From that value, 4% will be
taken as the potential customers for the canopy provider for their wedding. The value will be
divided by two and the total will be 4647. There will be 4647 wedding will be held in Klang by
2020. Divided by number of weeks, the number will be 89 weddings per week. Divided by 6
service providers, the number will be 15 weddings a week for each service provider. That is a
huge potential customer for the service provider. It will also increases the chance that the service
provider will invest money on buying new canopy and will buy our canopy. Based on the data
and rough calculation of the possible customer, we are sure that the product that we design have
the capability to be sold and sustain in the market when launched.

This assumptions is made in order to predict the market for the future. The rough calculation
made above is to lay the understanding that the demands for canopy will increase as the
population increases. Besides, from the assumptions made above, the type of event that is
highlighted is just wedding event. There are several more events that may require the use of
canopy. This will also be the strong point on saying that the business in canopy service will grow
in the future.
Market Survey

CANOPY SERVICES

We are students from Faculty of Civil Engineering are seeking your cooperation to answer this simple
questionnaire survey on canopy services. This survey is part of Technology Entrepreneurship (ENT600)
compulsory subject for final semester.

1. Choose your gender?

o Male
o Female
2. Do you have experienced in using the canopy services?
o Yes
o For what occasion/event: _______________________________________
o No

3. What do you think is the common problem in canopy services?

o Expensive
o Not interesting design
o Late installation work
o Other: ______________________________________________________________

4. Do you think the application of hydraulic jack is suitable for the canopy installation work?
o Absolutely
o Make sense
o Impossible
o I Dont Care

5. What do you think about canopy made of recycles materials?

o Interesting
o Make Sense
o Impossible
o None of my business

6. What do you expect on canopy services?

o Cheap and affordable
o Beautiful and simple
o Faster installation work
o Other: ______________________________________________________________
From the 74 of the responses recorded, there are equal respondents in term of gender. There
are 36 respondents from both male and female. The importance of having both gender involves
in this process is we can have the different opinion from different perspective.
From the survey, majority of the respondents which make up 73% of the survey have
experienced using a canopy service compared to the remainder 27% who did not have the
experience of using canopy service
From the survey conducted, there are several that we have identified based on the interviews
and also observation. Besides, we also include other section in the answering section in order to
find other problems in canopy services that we miss. The majority of respondents pick
expensive as the most common problem faced in canopy service which contribute about 47.3%,
followed by late installation work (32.4%), uninteresting design (16.2%) and miscellaneous
problem.
From the survey conducted, majority of the respondents responded positively to the idea of
creating a canopy with the help of hydraulic jack. The majority of the response made up of
79.7% from the total survey. 12.2% feeling confident of idea followed by the remainder that do
not have the interest and do not believe the idea of creating canopy design incorporated with
hydraulic jack.
From the survey conducted, we also test the idea of creating a canopy made up from recycled
materials. This idea also receive a positive feedback from the respondents. 68.9% thinks the
idea is interesting. 24.3% thinks that the idea make sense. The remainder thinks that the idea is
not their business and impossible to do.
Last but not least, in order to produce a quality product, a survey on the customer expectation is
done. Those listed in the survey are what we think about the customer requirement in the
canopy service. We also put other section in the answering section in order to identify other
requirement that customers want. The result shows that 70.3% of the respondents want cheap
and affordable canopy.68.9% want faster installation work followed by 58.1% who want beautiful
and simple design.
SWOT

Strength Opportunities
1) Innovative design 1) Growth in canopy industry
2) Reduce time in assembling a 2) Cost of hiring permanent worker is
canopy high

Hydraulic
Transmission Jack
Canopy

Threat
Weakness 1) Conventional canopy design
1) Unfamiliar design provider
2) Initial capital is high 2) Increasing cost of handling
businesses due to economic
situation in Malaysia
References

Bibliography
Jabatan Perancangan Bandar dan Desa Negeri Selangor. (2010). Kajian Rancangan Struktur Negeri
Selangor. Selangor.