DEVELOPING INNOVATION IN DRINKING WATER INDUSTRY: CASE IZIFILL

• Main Author: Mulia Permata, Ichsan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/50763
• Institution: Institut Teknologi Bandung

Drinking Water is a basic need of the people. In the early days, human drink directly from source of water nearby their environment. However, it resulted a different quality of the water due to different human process the water to make it drinkable, through boiling or filtering the water. When technology comes to drinking water, a centralized plant has used to produce drinking water and distribute it across the region. This shift our behavior in drinking water. People no more using water from their nearby source for drinking but rely on drinking water industry that take the water from their plant, that usually take places in the mountain spring. This model has a drawback to our environment: the plastic waste that continue increasing worldwide, inefficient distribution that produce carbon emission, and unbalanced water source utilization. IZIFILL is a startup company that address the issue in drinking water industry and want to create a new business model that can bring value to the people, but without a negative impact to environment that current industry produce. A standardize drinkable water that easy to access, with a distributed source of water and without plastic waste. As a startup with limited resources, a selective product development is needed to reduce burden cost of iteration in research and development. A lean way should be conduct, how to build product with low cost but get a rapid feedback from the real user then doing the iteration to get a full feature product. To do this, Value Proposition Canvas is conducted, covering a Problem-Solution Fit, Product-Market Fit, and Business Model Fit through Business Model Canvas. All the plan is tested to the real user through Design Sprint framework to get rapid feedback from the real user without building a real product. Design sprint activity help IZIFILL to define what value proposition will be delivered, the feature that will be built as an MVP (Minimum Viable Product) and getting the feedback from the real user. It helps IZIFILL to narrow product development and build Business Model that expected to fit into the market. Fivestage process of design sprint is conducted and deep interview with the real user give an insight to IZIFILL team which feature need to be developed and which feature are less priority. This deep interview save IZIFILL team from a high cost of research and development of feature that user do not want to use. From this activity, a user journey of the platform selected, and the economic feasibility composed. The result of the activity will be planned for product development and budgeting plan that expected can be done in a lean way, low cost but met the core functionality of the product. An MVP alternative will be modifying existing water filter product but integrate with IZIFILL platform. The new segment market are explored as well to reach wider range of potential market.