1.

Executive Summary

The notebook is role as an important tool for everyday use and it uses being as standard issues for every people especially students and employees in this country. Notebook user always seeking for the best table to put the notebook while they doing work in sitting room or bedroom. The normal notebook table or desk is static and not really comfortable for the user. Besides that, the normal notebook table not portable for the user to use their notebook in the bedroom especially at night time. It is because, normally in the bedroom, people dont have table especially for the notebook uses. It is caused of the limited space in the bedroom. The user also will lazy to go and do their work at the hall or studying room at the night. Most of the notebook users also will buy the cooler fan to reduce heat. It will caused extra cost to buy it. Therefore, as a solution to these problems, we propose to design of the Portable Notebook Desk that allows users to put the notebook in various conditions and consists with cooler fan.

The notebook is role as an important tool for everyday use. The notebook table or often called notebook desk are manufactured into various shapes and designs. Nevertheless, there are one in-common of all the varieties, which is the application of normal notebook table or desk is static and not really comfortable. It is also has a limited space and in order for reduce the heat, user always buy the cooler fan separately. The design which is given name as Portable Notebook Desk is a product that allows users to put the notebook in various conditions and it is also compiled with the cooler fan in the notebook desk. The Portable Notebook Desk structure is interacted by roller, pillar and adjustable screw and stability that make the desk function properly. Eventually, a simple, safe and easy to fabricate Portable Notebook Desk is designed. The design does not only compromise the term easy to fabricate, but it is as well own an exceptional weight, durability, aesthetics value and most important, low in cost.

2.0

PRODUCT DESCRIPTION

2.1

Product Overview

The Portable Notebook Desk is mainly built with two fractions, where the essentially top of the product focusing on the table with flat surface of wooden. The novelty of the product comes from this part where it is designed with the built-in cooler fan that specifically purposeful as the notebook coolant. The fan is functional by the mean of the USB that links to the Notebook directly to the cooler fan. The second part which utterly bring to an end of the product is the foot of the table that generally necessary for the stability and majorly strength factor of the product. They were four Aluminium rods that instead of designed for the firmness, but also with the height adjustment capability.

2.2

Product Flow

The foot that attached at the bottom base of this Portable Notebook Desk is able to fold. There have a few steps to use tables foot at the bottom base of this desk. Firstly, all the desk foots are open feet up into 90 degrees. While open the feet, make sure all four desks foot in the same level for comfort ability and safety. Then put the laptop on the desk and attach the USB cable for the cooler fan to the laptop. After used, the desks foots are folded back to the bottom of the desk. To adjust the height of the desks foot, there also have a few steps required. Firstly, the small knob on the legs is pressed. Then the foot is pulled down to the desired height. There have 6 stages of height can be adjusted by the user. This desks foot can be used with the incline conditions which the two behind foots are set higher than two in front foots.

2.3

Product Layout

The following figures show the layout of the Portable Notebook Desk

Figure 2.3.1: Portable Notebook Desk bottom view of the product

Figure 2.3.2: The

Figure 2.3.3: The product when folded foot product with the notebook

Figure 2.3.4: The

2.4

Product Elements

In our project, each part of our Portable Notebook Desk has it s own function and also can be classified into these two types of categories. They are modular part and integral

part. For modular part in our product, the cooler fan is the part which is functional as notebook cooler. For the integral part, the following figure is showing the parts that used in our product.

Table Foot

Support the loads To stand the table To adjust the height To compact as fold the table For notebook placement

Table

Figure: Integral Part

Part Plywood Aluminium foot/ stand Notebook cooler fan

Usage - For notebook placement. - To support the desk - To supply sufficient airflow at the bottom of the laptop. - Transfer the heat to the surrounding airflow.

Rubber foot

- To cover the tip of the aluminium foot.

3.0

TECHNOLOGY DESCRIPTION

3.1

Cooling System

Laptop can generate substantial heat in their lower cases as a by-product of their operation like processor, hard drive, battery charging, and discharging. This heat can be reflected towards the laptop when used on a flat and soft or cushioned surface with insufficient airflow. This heat also can be transmitted towards the laptop users body when the laptop is placed on the users lap. With increasingly faster processor, faster hard drives and higher capacity battery, the laptop also can generate a noticeable amount of heat internally.

The Portable Notebook Desk was designed with built-in cooler fan. The function of the cooler fan is to supply sufficient airflow at the bottom of the laptop and transfer the heat that generated by the internal laptop components to the laptops exterior cases where it can be absorbed into the surrounding airflow.

4.0

MARKET AND COMPETITION

4.1

Commercialization

This Portable Notebook Desk can be buy at computer store, and stationary store around Bukit Beruang. This Portable Notebook Desk also can be buy at computer

expo (PC Fair) around Malacca. The proposed price for this Portable Notebook Desk is at RM40. As of December 2010, there are about 12 000 students from Universiti Teknikal Malaysia Melaka (UTEM) and Multimedia University (MMU) that lives at Bukit Beruang area and will be increase to 19 000 by the end of 2012. As we know, nowadays there are almost every student have a laptop. If we manages to attract at least 60% of these laptop users to buy this product, the profits can be as high as RM456 000 only for Bukit Beruang area.

4.2

Market Opportunity

Until end of December 2010, there are about 40 000 students from various universities and colleges around Malacca. As we know that every student has a laptop, so there are about 40 000 laptop users around Malacca and they buy laptop desk and cooler fan for laptop separately. Because of the large number of the laptop users nowadays, so this Portable Notebook Desk have the opportunities or potential to be marketable in Malacca and also worldwide.

4.3

Competitive Analysis

After we do the research, we found that there were two existing products that have similar concept with our product. Both products were expensive compared to ours. One of the existing products is XGEAR Notebook Desk. The disadvantage of this product is the stand of the desk cannot be adjusted. So this desk has fixed height and it cannot fulfil the convenience of the users.

The other existing product is OEM Multifunctional Laptop Desk. The disadvantage of this product is the structure of the desk was not very strong. There have only two foots that used to support the desk.

Competitor Product

Advantage

Disadvantage

Price

- The material used for the stand is aluminium.

- The stand cannot be adjusted. (fixed height)

RM83

Product A

- Interesting design

- The structure not very strong. RM73

Product B

With that, our product has a very large opportunities and potential to be marketable worldwide.

4.4

Target Market

Information about the customer is very important because a customer refers to individuals or households that purchase products and services generated within the economy. Customer needs is the products or services a customer requires to achieve specific goals. Different needs are of varying importance to the customer. Customer expectations are influence by cultural values, advertising, marketing, and other communications, both with the supplier and with other sources.

Both customer needs and expectations may be determined through interviews, surveys, conversations, data mining or other methods of collecting information. Customers at times do not have a clear understanding of their needs. Assisting in determining needs can be a valuable service to the customer. In the process, expectations may be set or adjusted to correspond to known product capabilities or service. Our target customers are students from universities and colleges around Malacca who always using laptop for everyday use. We believe that our product can make the student feel more comfortable when doing their job or assignment using laptop. Our product also can make the laptop works at their optimal performance without any disturbance such as overheating.

4.5

Customer Value Proposition

Our product offers ensure that the customers feel very convenience. By offering it at a minimal cost of RM40, the product is affordable and can be used anytime and anywhere. The safety has a strong positive relationship with anti-slip locking mechanism. The anti-slip locking system is very important to prevent the notebook from slip and keep it firmly placed on the desk. Other than that, the notebook design also has relationship with the comfortableness of the user. The design is simple, in solid shape, easy mechanism and adjustable too. The height of notebook desk can be adjustable with the height the user prefers.

5.0

BUSINESS MODEL

Today, laptop are part of the life style of the young generation, especially university or college student. Laptops are not used only for doing the typing for the assignment, but they are also used for other tasks as well such as internet surfing, video conferencing, music listening, gaming and many more.

5.1

Revenue Model

As a start, this product will be marketed via online, where in nowadays online business is a way or others alternative to sell the product or service and more economical. We will use the facebook, and the official market online like a mudah.my and lelong.com. The price offered will start at the minimum price RM40 with extra RM10 for postage fee. Besides using the online market, the product will be sold at the computer stores and computer expo where the price offered will be the same which is RM40.

5.2

Sales and Marketing Strategy

The types of promotional strategies that will be used include: a) Internet and Mobile Advertising

Other than normal advertising efforts through broadcast and printed media, we will do aggressive e-advertisement efforts for Portable Notebook Desk products. Eadvertisements will be placed on strategic on-line forums, social networking, viral (email and mobile) marketing, Google AdSense, and article marketing. This strategy is our effort mainly to attract and penetrate the worldwide markets.

b) Joint-Venture Advertisement with Computer Store and Organizer for Computer Expo (PC Fair) The advertisement will be printed as flyers or brochure that will be handed to the customer of the computer stores and computer expo. The advertisement will also print as banner and bunting. This banner and bunting will be displayed at the computer stores and computer expo.

5.3

Strength and Weaknesses or SWOT

Every business carried out already doubtless have his competition distinctive. The following is the SWOT analysis for our product: Strength Enhancing & upgrading the existing notebook desk to go worldwide. Have large number of laptop users all over the world. Weaknesses New in the business compared to existing big companies that have a lot of experience in the worldwide market

Opportunities Penetrate international market

Threats Many experience competitors in the worldwide markets

CONCLUSION Portable Notebook Desk is a product that allows users to put the notebook in various conditions and it is also compiled with the cooler fan in the notebook desk. With the design of this Portable Notebook Desk, notebook user can do their work more comfortable especially while in sitting room or in the bedroom at the night. This Portable Notebook Desk is close to fulfil the ergonomic needs such as ease of use, quantity of user interactions, novelty of user interaction, and safety. This product is also close to fulfil the aesthetic needs such as product differentiation, and pride of ownership, fashion or images. The construction of this product is based on customer orientation to convince and satisfied all the customers. We really hope that our product can compete with existing product and can satisfied the customers in every aspects.