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Revision as of 14:51, 5 October 2009

Executive Summary

Market Research

Provide description of market research and observations. Include pictures to communicate key observations where possible. Summarize top stakeholder product needs in a list.

1. What age group do you belong to? (undergraduate student, graduate student, young professional, adult)

Adult 1. Adult 2. Undergraduate 3. Undergraduate 4. Graduate student 5. Undergraduate 6. Undergraduate 7. Undergraduate 8. Undergraduate 9. Undergraduate 10. Undergraduate 11. Undergraduate 12. Undergraduate 13. Undergraduate 14. Adult 15. Adult 16. Graduate student and young professional 17. Undergraduate

2. How often do you find yourself drinking from a keg? (never, daily, weekly, few times a month, few times a year, used to in college but no longer do)

1. Few times a year 2. Few times a year 3. I drink from a keg about once a month, not including the kegs that bars use. If you include bars, approximately twice a week. 4. Once or twice a year 5. Few times a year 6. Weekly 7. Few times a year 8. Few times a year 9. Few times a year 10. Few times a month 11. Few times a month 12. Few times a year 13. Few times a month 14. Never 15. Used to in college but rarely do now (1/year), although I do get draft beer when available in a bar 16. Few times a month at least 17. Few times a year

3. Have you ever experienced issues getting beer out of a keg? (for example: too much foam, difficult to pump, long line to fill cup). If you have never received a beverage from a keg, write N/A.

1. Too much foam, some taps dispense too slowly 2. The biggest problem for me is when the keg was just tapped, may be still warm and/or shaken up, and you have to wait a while until you can get anything but foam out of it. 3. Yes. Long lines, too much foam, having to continuously pump the keg, and difficulty getting the last bit out of the keg. 4. I was trying to do a keg stand once and some lady pumped the keg way too much so it overflowed/foamed all over my face. 5. Too much foam 6. Too much foam, long line, slow flow, tap breaking in the middle of filling up a cup, difficult to pump 7. Foam 8. Yes, too much foam 9. Long lines at parties every time 10. Long lines to fill cup and too much foam 11. Too much foam, long line to fill cup, difficult to pump 12. Yes, difficult to pump, too much foam 13. Foam, difficult to pump, long line, though the taps aren’t always at fault 14. No issues 15. Foaming 16. Yes, usually either too much foam or a bad seal which makes it hard to get pressure from pumping 17. Too much foam, long line

4. What are some advantages/disadvantages to buying a keg instead of cans or bottles?

1. Advantages: cost per beer, ability to use pitchers, ease of clean up, like beers form a keg because carbonation level is better Disadvantages: having to return keg, having to chill the keg until you’re done with it (more of a headache in warmer weather & climates), less variety than bottles and cans, may be tougher to monitor consumption i.e. not knowing what is in a certain guest’s cup and harder to keep track of the number of beers you’ve had when refilling a cup, negative perception of “keggers” versus a more mature party with premium beers, finding a place to put the keg and accepting that they are just plain unattractive. 2. It’s much cheaper. Also, if you use real glasses (which most people don't...) there is no waste left over when you’re done with a keg. 3. Mainly cost and draught beer tastes better. Also, environmental impact. 4. The reason that people buy a keg is so that they can get a large amount of alcohol in one container (I think), and there isn’t really a better way to extract the beer than using a pump. Some disadvantages would be the need to pump the keg to get the beer out and the fact that now people need cups (cleaning up to do after the party). Also, if there is only one keg present at a party, there will be a long line of thirsty people. Advantage of cans: no need for pumping, people don’t have to wait to get their alcohol; Disadvantages: a mess to clean up. Advantage of bottles: No need to pump, you can show off your bottle opening skills (without a bottle opener), no line. Disadvantages: mess to clean up, dangerous if possessed by an angry drunk. 5. Less clean up, easier to provide for larger groups of people 6. Advantages: cheaper, no clean up of cans, can be delivered. Disadvantages: can break, if not finished will go bad and be a waste, heavy and hard to move, foam issues if not purchased early enough before the party 7. Advantages: Kegs are cheaper and you can do keg stands. Disadvantages: Not allowed to have in fraternity house 8. Have to finish the whole thing within a couple of days, great for a party but not so good if you’re just a couple of people trying to finish it off. Keg’s probably a lot cheaper per pint. You don’t need to go looking for a bottle opener. Bit hard to refrigerate, also feel like a little bit of the beer is wasted at the bottom 9. Good for the environment! 10. Cheaper? More environmentally friendly? Though plastic cups probably aren’t that great for the environment either… 11. Advantages: Cheaper. Disadvantages: tap, how to keep the booze cold, have to return keg 12. Much less trash, usually cheaper than individually bottled beers, serves a large party better (people can get their own drinks and refills), less need for a huge fridge (although it’s harder to keep it cold)… 13. Even after can returns, a keg is significantly cheaper. Their environmental impact is smaller since they are only rarely discarded. And, assuming the keg is new/has been well taken care of, the beverage quality is generally higher (less chance of skunking or tasting like metal) 14. Less clean up 15. If on tap - the ability to draw a nice cold one at any time in any quantity. Disadvantage is the difficulty in keeping it for some time – too large a quantity to consume. Don’t know how long it can actually be kept. 16. Cheaper to buy in bulk, usually attracts more of a crowd. Also a pain to register and deal with the return, etc 17. Better volume. Cups vs. cans is easier to clean up in my opinion

5. What events would you purchase a keg for? If you have purchased a keg, did you experience any issues with it? (for example: transport, keeping it cold)

1. Any large, casual party. Keeping it cold is a pain. Had problems with foaming. 2. Parties are just about the only event I have a keg for. 3. Tailgating and barbeques. Anytime I have a lot of people. Yes, they are heavy and it’s difficult to cool them quickly. 4. If and only if there is a keg-stand contest or just if there are people who love keg-stands. 5. Parties, family holidays 6. Purchased for parties. It can be hard to keep cold and move to the appropriate location if there are steps/small spaces/no strong people around 7. Parties 8. A party, barbeque, birthday, one of those small Heineken kegs if it’s 8 of us or so 9. Frat parties are the only place I’ve ever seen them commonly 10. I’ve never bought a keg before, but they have them for school-wide parties 11. Any party with more than 20 people. No real issues with buying the keg except getting it into my building. Simply kept in a huge bucket with an ice bag on it. 12. Party? Oktoberfest, greek party, tailgating, camping…etc 13. I’ve bought two kegs. Both at the same time for a party weekend at my college. We kept one in the refrigerator (not tapped) and the other in a trash can packed with ice. 14. Too heavy- so transport, definitely a man’s job 15. Larger parties in general. Only transport issues deal with the size and weight of it 16. Party. No unexpected issues, obviously need to keep it cold with ice or kegerator 17. Party

6. Have you ever tapped a keg? What problems did you have, if any?

1. Yes, no problems 2. I have tapped a keg. The only problem I have had was that one time the tap would not stay screwed into the keg, although I think that tap may have been kind of broken. 3. Yes, it was difficult to get the tap on properly (issues with the threading) 4. Nope 5. No 6. I tried to, but the tap was different or maybe just broken and would not tap 7. Nope 8. No 9. Nope 10. No 11. General problems: Beer spraying all over the place, losing pressure so it has to be retapped 12. Nope 13. Yes, I’ve tapped a few, if the tap’s seal is old or broken it doesn’t work very well 14. No 15. Yes, many times. Generally no problems tapping it –as long as it is the right tap! There are several incompatible formats. Problems happen after tapping i.e. foaming 16. Yes, sometimes one of the notches won’t fit in when you need to turn the keg and beer will squirt out, very frustrating 17. No, I have never tapped a keg

7. What would you look for when purchasing a keg tap?

1. I prefer the large, stationary upright taps to the ones with a long tube and a tiny nozzle. They pour better, look better, and are easier to use. Plus the nozzle can’t get tossed onto something yucky. The only downside to the big taps is that it is more likely for the beer to come out too fast and foamy when the keg is over-pressurized. Also some people will open it halfway and it gets foamy then too. 2. Probably a sturdy feel (the piston doesn’t wobble), and a hose that looks like it will hold a seal for a while. 3. Cost vs. durability. Also how it is actuated (both pumping and dispensing) 4. No idea. 5. N/A 6. Good price, good seals, good materials 7. No clue 8. Not too complicated/ difficult to open, doesn’t leak? 9. ?? 10. Not sure exactly…I’ve never bought one 11. Multiple nozzles 12. Functionality, reasonable price, quality (good grip on the dispenser, doesn’t get too sticky), perhaps lightweight? Easy to wash, like machine washable or something 13. I wouldn’t, as you can generally rent them along with the keg. However, if I were to, I’d want the hose to be long with a decently sturdy nozzle. I don’t know much about engineering, but a longer handle would probably be easier to deal with, since making 100s of short strokes really stinks, instead pumping the tap a few dozen times to fill a pitcher would be good. 14. Don’t really know… easy to use I guess 15. Any purchased keg tap would have to be compatible with a broad array of kegs –otherwise you can only buy specific beers 16. Ease of use, low cost, durable, and designed to maximize beer flow. A good flow with not too much foam but not too long to pour. Also should be easy to use and not take too many pumps to build up pressure. 17. Says it prevents foaminess, cheap

8. How could your overall keg experience be improved? Please include any suggestions you may have.

1. My biggest complaint is chilling the keg. Also, too often knuckleheads over-pump the keg so some kind of pressure meter would help. 2. I always kind of wished that kegs were like big Gatorade coolers with a spigot at the bottom and no tap, but I realize this may be impractical for design reasons. On a more serious note, it would be nice if the tap didn’t stick so far off the keg; sometimes I feel like I could pump it wrong and snap it off. A pump handle like most large ketchup dispensers would be cool. 3. Make it easier to pump, easier to cool, and eliminate foam. Actually, make a tube that I can hook directly to myself so that I can drink as much as I want at will. 4. Multiple hoses (good luck dealing with the pressure problem); push a button to automatically pump the keg to an optimal pressure 5. Not enough experience to answer this question 6. Improvements on how strong the flow is from the tap, less foam, multiple hoses from a tap so more than one person can fill at a time and flow rate of the beer is not compromised, longer lasting 7. Better beer in them 8. Make kegs with wheels so you can wheel them around, less foam (one of the main things). I like the mini kegs that Heineken does, good small size for small gatherings. Would totally be awesome if it came with a little light so that you can see where you’re pouring (at night). Make it more suitable for keg stands 9. More intuitive would be good 10. Only once have I ever served myself from a keg. I remember it being slow. When someone fills up my cup from a keg it usually takes a while. 11. xxx 12. More keg stands 13. Raise the rim of the keg to allow more ice to be packed around it. Put rubber on the handles to make carrying them easier 14. Considering that I’m a cocktail drinker, I don’t have any suggestions 15. In general foaming is the biggest problem. Also, it seems that regulating the flow out is inconsistent –i.e. when the tap is open just slightly, my experience is that the foaming is significantly increased (perhaps by the additional turbulence at the valve opening). 16. Find a way to create more pressure per pump. Maybe with a foot pump instead of pumping by hand. I think that a manual pump is necessary, as compared to taps getting pressure from CO2, to keep costs down. Also maybe a tap with a pressure gauge on it letting you know when you have an ideal amount of pressure built up 17. Reduce the foam

Design Concepts

Provide sketches and descriptions of top 3-5 design concepts, describing what opportunities have been identified and how they will be addressed.

Competitor Products

Identify relevant competitor products from your patent searches, commercial searches, web searches, and expert interviews. Compare pros and cons of each concept on a standard Pugh chart against your top stakeholder needs, and benchmark against the most relevant competitors. If your concepts are better on some attributes and worse on others, identify any market segments likely to value the tradeoffs you can offer.

Design Plan

Provide a Gantt chart to map out the team plan for design and prototyping through the remainder of the semester. Be detailed about our particular project and member contributions.

Key Findings

Summarize findings and recommendations. In particular, identify which concept you recommend pursuing for the remainder of the semester. Provide a hypothetical user scenario representative of our target market from our research findings to motivate top solution concept.

Team Member Roles

Include process summary.

References

Appendix

List of 100 brainstorming ideas.