Executive Summary
A new idea has been developed to create a new product. The name of the proposed product is Multipurpose Paper shredder. This product is an upgrade version of paper shredder which is used in the offices for shredding purposes. This ‘Multipurpose’ Paper has upgraded into double functions such as shredding and briquetting..
The main target market of this product is adults.. One of the objectives of using Multipurpose Paper is to encourage Malaysian Citizens to work in the safe and convenience environment and to use at home and office.
Problem Statements, idea generation, product concept description, idea evaluation are made to defining problems in specific ways and how to develop idea to generate a new product. The idea evaluation also helps to maximize the supporting factors and minimize the restricting factors (scribd, 2014).

Part 1 A. Problem Statement
In today’s office, a lot of sensitive information handling daily from one hand to another hand.. One of the problems that will be faced by the employee is their fingers will be shredded together with the paper in the shredding machine. Cleanliness and maintenance are also an issue because they found difficulties to clean after the shredding process. Another constraint which faced by the employees is maintenance. The employees should send to the authorized technical center to repair this shredder machine. The negative impact is, employees work will be delayed and the secret data will be stole by unauthorized person if the documents placed in the desk or locker..

B. Competitor Analysis
Competitor Analysis is a technique which helps to identify our competitors and evaluate our strategies to determine their strengths and weaknesses relative to our products and service.
Competitor Profile Table 1: Paper Shredder | Profile | Aurora | (Wengseng,2014) | Corporate Logo | (Asashionline.com,2014) | Germany | Country Originated | United States of America | I. Thermally protected motors. II. Have larger shredded bin. | Uniqueness | I. Shreds credit cards II. Auto Start. III. Manual Reverse for cleaning paper jams. | I. Using iron blades. II. Too heavy and big. | Limitation | I. Light weight plastic wastebasket. II. Shredding hard materials other than papers. | Table 1(Self Made)
C. Objective Statement
The objective is to improve the security when employees shredding their documents on the shredding machine such as physical and data security. Users can prevent from the physical injury which can cause the body parts shredded such as fingers. Besides, this machines helps to prevent classified data’s to be stolen by the unauthorized personnel’s.
Idea Generation
Technique which helps to creates develops, communicate an idea which helps to construct a new idea and innovation the concept and bring it to the reality. 1) Mind mapping
A mind mapping is a graphical which helps to represent ideas and concepts. Figure 1: Mind Map of Multipurpose Paper Shredder Description

Evaluation
The best outcome for the above is
Office + school + rubber cleaner & rejuvenator (change more on benefits)
Multipurpose paper shredder machine is suitable to use at the office and school because confidential data are moving from one hand to another hand every day. Users can clean the machine’s roller by using spray and roller’s holder by using liquid. Orange light is to indicate that machine is in the sleep mode.
Advantages and Disadvantages of mind map Advantages | Disadvantages | Adaptable | Difficult to understand for non-creators | Encourages creativity | Cannot encapsulate to much of information | Easy to edit ideas | Need to redraw the map if in case to make changes in the titles and subtopics after evaluation |

Table 2(Self Made)

2) Attribute Listing
It is a technique which used to choose attributes or idea of specific thing and apply on others. Feature | Attribute | Ideas | Housing | Plastic | Acrylonitrile Butadiene Styrene | Tire(Roller) | Rubber | Thermoset Polyurethane | Cutter Blade | Iron | Stainless steel | Tools for maintenance | Cloth | Rubber Cleaner & Rejuvenator | Switch | On/Off | LED Light/On/Off(Sleep mode) | Table 3: (Self Made)
Evaluation
The best outcomes for the above is
Acrylonitrile Butadiene Styrene + Thermoset Polyurethane + Stainless Steel
The housing which covers shredding machine is a made of Acrylonitrile Butadiene Styrene which can withstand heat, shock, and high temperature. Besides, the cutter blade is made of stainless steel in order prevent rust for long period of time. The tire of this shredder machine is made up of Thermoset Polyurethane to resist oil and tear when moving.
Advantage and Disadvantages of attribute listing Advantages | Disadvantages | 1.It Helps to focus on the specific features to be improved | 1. Difficult to understand how does it works. | 2.It encourages to discover ways to increase positive value | 2.Information and ideas may have redundancy | 3.Helpful for continuous innovation process | 3.Not all the ideas can be improved |

Table 4: (Self Made) 3) Force Fitting Trigger
It is a method which using two objects which are unrelated under a similar category to the task, to create new possibilities or connections. Pen | Green | Lion | Bookstore | Environment | Big | Cheap | Health | Tough | Fragile | Peace | Fierce | Portable | Happy | Strong | Ink | Tranquility | Gentle | Paper | Nature | Power | Table 5: (Self Made)

Evaluation
The best outcome for the above is
Bookstore + Tranquility + Power
This Multipurpose paper shredder is available at the most book store because this is the place where many people buy their stationery and office needs. Besides, shredding machine also provide tranquility to the users because it prevents them to get their hands hurt.
Advantages and Disadvantages Force Fitting Trigger Advantages | Disadvantages | 1. Able to gather different information of different things. | 1. Needs more words to find perfect combination | 2. Easy to generate and combine to create a perfect idea. | 2. Consumes more time to find perfect information and combination. | Table 6: (Self Made)

Product Description
Multipurpose Shredder Machine
Figure 2: External View S&B
S&B
| ON
ON
| OFF/PAUSE
OFF/PAUSE
| SLEEP
SLEEP
| WARNING
WARNING
| Shredding & briquetting | On mode. Just gives a beep sound once. | Off and pause mode. Just gives a beep sound once. | Temporary switch off the devices if not in the use. | Paper jamming and hot gives a long beep sound. |
LED lights -Helps the user to identify the status of machine.
LED lights -Helps the user to identify the status of machine.
Paper Tray-Helps the user to insert papers inside the machine.
Paper Tray-Helps the user to insert papers inside the machine.

Waste Hole –Releases the shredded and briquette wasted papers
Waste Hole –Releases the shredded and briquette wasted papers

Figure 3: Up view
On and pause manual if doesn’t have remote control by using the button.
On and pause manual if doesn’t have remote control by using the button.

Figure 4: Behind View
Plastic Cover-To releases the stuck shredded paper pieces.
Plastic Cover-To releases the stuck shredded paper pieces.
Power Plug-Used to connect power cord to supply electric.
Power Plug-Used to connect power cord to supply electric.

Figure 5: Under view

Label | Parts and Functions | 1
1
| Brake- To stop the shredder machine whenever needed. |

Figure 6: Internal View

Number | Parts | Function | 1 | Paper Tray | To insert waste paper inside the machine | 2 | Tube 1 | Passes through the shredded papers | 3 | Power Supply | Supply current to the entire machine. | 4 | Rubber Roller | Help to send | 5 | Tube 2 | To release the shredded papers to briquette | 6 | Briquetting blades | Helps to crush the shredded papers. | 7 | Rubber Pusher | To push shredded and briquetted papers out of the machine | 8 | Waste Hole | To release the crushed papers | 9 | Rubber Tire | Helps to move the machine | 10 | Cutting Blades | To shred the papers from the tray. | Table 7 :( Self-Made)
Availability for purchase
Multipurpose Shredder Machine is available around the Malaysia at the bookstores.
Features
Product Description
What is Product Description?
View of customers which are regarding a product which include benefits, form, presentation, price and purpose.
Benefits
Benefits | Explanation | Safety | Users can insert the papers by using a tray without exposing their hands directly to the cutting blades. | Dual Usage | Customers can use remote control to control this machine from distance. They also can use this machine manually by pressing the button. | Maintenance | If the shredded paper stuck, users can open the cover behind and remove it. After remove it, to run the rubber roller smoothly, users can use rejuvenator spray to spray it and liquid to drop in the screws in the rubber holder. |

Table 8: Self Made

Product Description Color | Black and Gray silver | Dimension | 300(H) X 250(W) X 240(D) | Weight | 10Kg | Cutting Capacity | 10 sheet(max) (A4 70gsm) | Cutting Size | 2x9mm |

Table 9: Self Made
Technical Specifications
What is Technical Specifications?
Information which are regarding with operation and maintenance of this equipment 1) Operation

Insertion Width | 220mm | Cutting Type | Crosscut | Cutting speed | 3.5m/min | Power Supply | AC220V 50Hz | Motor Capacity | 130 |

Table 10: (Self Made)

2) Maintenance Tools Tools | Usage | Source: (http://store.caig.com) | CaiKleen RBR Liquid-To smooth the rubber holder screw to roll the rubber roller | Source: (http://store.caig.com) | CaiKleen RBR Liquid-To smooth rubber roller surface after shredding problems paper pieces jammed and stuck. |

Table 11 :( Self-Made)

Frequency of Usage Frequency of Usage | Type of individuals | Type of documents | Reason | Daily | Corporate Officers | Classified documents such as transaction, employee details | To prevent unauthorized personnel to read, steal the information and sell it to the third party. | Weekly | School Teachers | Student weekly attendance sheets, fees statement. | To prevent the students to alter the original information into their benefits. | | Old Paper distributors and recycling company employees | Newspapers | To distribute to the recycling company to process into the new product such as tissue paper. | Occasionally | Students | Old notes, exam papers | To save space in the rack to keep new things and books |

Table 12 :( Self-Made)

Price
Competitor 1 Competitor | Price | Aurora AS1060SB Strips Cut Shredder www.shredder2u.com.my | RM899.00 |

Table 13 :( Self-Made)

Description of Product | Details | Feed opening width | A4 | Capacity | 10 Sheets | Cut Size | 7mm(Strips cut) | Shred speed | 3m/min | Bin Capacity | 15 litres | Removable cutting head | Yes | Overheat Protection | Yes | Materials can be shredded | Credit Card & Staplers |

Table 14 :( Self-Made) Source: http://www.shredder2u.com.my

Competitor 2 Competitor | Price | Olympia T-818 shredder www.shredder2u.com.my | RM1000.00 |

Table 15 :( Self-Made) Description of Product | Details | Feed opening width | A4 | Capacity | 8 Sheets | Cut Size | 220 mm(Strips cut) | Shred speed | - | Bin Capacity | 20 litres | Gross Weight | 14.8kg | Overheat Protection | Yes | Materials can be shredded | Credit Card ,Stapler pins and CD |

Table 16:(Self Made) Source:( http://www.wengseng.com/olympia_t-818)

Based on the price and description of which detailed by the competitor for their product, they didn’t fullfilled the needs of customer and safety standards which customers demanded. Furthermore, the duration of the blades in this machine will be never last long because it shredding hardware products such as cd, stapler pin, and credit card. Besides, the data which shredd from the machine also not completed shredded.

Suggested Price | Type of individuals | Reason | RM 2000 | Working individuals-Corporate Workers-Teachers -Old Paper distributors and recycling company employees | They will be obtaining their salary every month and handling classified and unused data everyday. | RM1800 | Students | They will be dealing with their education materials such notes and depend their expenses on their loans. |

Table 17 :( Self-Made)

Technologies Parts | Materials that made up of | Uses | Housing | Acrylonitrile Butadiene Styrene Plastic | To prevent fragile and withstand high temperature, shocks, and hits. | Roller | Natural Rubber | To smoothen the passage of shredded papers to briquette. | Cutting Blades | Stainless steel | To prevent the blades from getting rust | Briquetting iron blade | Stainless steel | To prevent the iron blade to be rusted. | Tire | Thermoset Polyurethane | High rebound and corrosion resistant |

Table 18 :( Self-Made)

Market Identification
Market Identification is a process whereby marketer identifies the most profitable areas to offer a new product or service in the aspect of Demographic, Geographic, and Psychographic.
Demographic
Demographic | Age Group | Kids(below 12 years old)Teenager(13-17 years old)Adult(above 18 years old) | | Gender | MaleFemale | | Occupation | Student Corporate OfficersSchool Teachers Old Paper distributorsRecycling company owners | | Purchasing Power(in RM-ringgit) | RM 1200RM 2800 | | Education | Pre-SchoolSecondary schoolCollegeUniversity |

Table 19 :( Self-Made)
Based on the Demographic research, the highly targeted users are adult because they using this machine every day. Adults are separated in two types of categories such as professionals and non-professionals. Professionals such as corporate officers, and Schoolteacher’s will used every day because they are dealing the sensitive data’s every day. Non-professionals such as old paper distributors and recycling will use this machine for profit purposes.
Geographic
Geographic | Country | Malaysia | | Area | Town |

Table 20 :( Self-Made)

This multipurpose shredder machine was planning to sell across Malaysia region especially at the town.. One of the objectives is to encourage Malaysian Citizens to use this machine by not only at the office, but also in the home.

Psychographic? Psychographic | Interest | Modern Creative | | lifestyle | Safety Ergonomic |

Table 21 :( Self-Made)

One of the prime objectives to selling in this machine is to encourage Malaysian Citizens to work ergonomically also known as safety in their work place such as preventing user’s hands to directly expose to the shredding blades during the shredding process.

Book Shops that available to purchased Book Shop Name | Address | Contact | Source (www.jobstreet.com.sg) | No. 8 Jalan 7/118B, Desa Tun Razak 56000 Kuala Lumpur | Tel: 60-3-9179 6333 | Fax: 60-3-9179 6339 my.enquiries@popularworld.com | Source(http://www.kinokuniya.com.sg) | Lot 406-408 & 429-430 Level 4, Suria KLCC Kuala Lumpur City Centre, 50088 Kuala Lumpur | Tel: +03 2164-8133 Fax: +03 2161-9133 E-mail : mys@kinokuniya.com | Source(www.moodiereport.com) | Address: 32, Jalan Bp 6/13, Bandar Bukit Puchong, Puchong, Selangor, 47100 | Tel: +60 (0)3 2144-2134 | Source(savemoney.com) | 3rd Floor, Lot 1 & 2, Bangunan TH No.5, Jalan Bersatu, Seksyen 13/4 46200 Petaling Jaya, Selangor, Malaysia | Tel:+603-7955 1090 Facsimile: +603-7955 2090 customerservice@mph.com.my | Table 9: Self Made

Idea Evaluation A. Force Field Analysis

Figure 7 :( Self-Made)

Figure 2: Initial Force Field Analysis Outcome Scores of supporting factor | (+3) + (+4) + (+3) + (+4) + (+5)= +19 | Scores of restricting factor | (-1) + (-4) + (-3) + (-5) + (-4)= -17 | Total | (+19) + (-17)= +2 |

Table 22: Self Made

Second Force Field Analysis Figure 8: (Self-Made)

Outcome Scores of supporting factor | (+5)+(+4)+(+5)+4=+18 | Scores of restricting factor | (-1)+(-4)= -5 | Total | (+18)+(-5)=+13 |

Table 23: Self Made

Minimizing the restrictive factors
One of the restricting factors that Multipurpose Shredder machine is the cost of maintenance is high. To overcome this problem, the manufacturer should have needed to have local technical center in every place in this country so that can reduce the cost of delivery.
Another factor is this machine consumes too much of electricity. To overcome this problem, rechargeable battery is strongly recommended to use during the shredding process.

Maximize supporting factors
One of the supporting factors of this machine is friendly usage. Everyone can use this machine by identifying the buttons. To maximize this factor, an app should be developed and distribute to the smartphones to control this machine.
The next factor is, this product has fulfilled the target market. To maximize the factor, feedbacks from the customers should be received and reviewed from time to time.

Conclusion
The Multipurpose Paper shredder is ready to be launched to serve the citizens of the Malaysia. One of the purposes is to encourage Malaysia citizens to practice a safe and systematic working style.
Techniques such as Problem statement, idea generation, and product description help to define the problems in the diversified ways and develop idea to generate a new product. Market identification helps to identify the highly target customers which will fulfill their needs and satisfaction.
To get know about my product directly from the customer, I had used two lecturers from the Faculty of Business to grade my product by using Force Field Analysis technique with kindness. Through this technique, I was really satisfied and thankful to them to point out my limitations, uniqueness, and creativeness of my product.