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You have to talk about a business idea, where, This product is an add-in feature for vehicles, where the gear shift will scan your fingerprint for eight seconds to detect if the individual has a blood alcohol concentration of 0.05 or higher. (explain what makes this idea possible) In this essay,

You have must have 5 sections (or talking points).
Problem Identification (so why is drinking and driving an issue) .
Customer segment (people who you are targeting, mention who s your buyer and your user)
Unique Value Proposition (what makes your product unique, must be a statement)
Substitutes and alternatives (breathalyzer will be your competitor, and for alternatives, talk about other ways people can stop drinking and driving but then bring it back to why my idea is more efficient).

Problem Identification

Driving a vehicle is required of complete concentration, and quick decision making capabilities for the drivers to avoid of any accidents. Consumption of alcohol safety limits can able to obstruct the functions of brain as well as capability of the driver results into accidents which can prove fatal for the driver and passengers (Wen et al., 2015). As it is stated earlier, consumption of alcohol into blood seizes working of the human brain to an extent that it is resulted into lack of concentration. People are aware that driving while alcoholic is against the law. The solution to this problem is design a steering wheel with grip sensor technology to check alcohol or drug level in the blood. This technology also informs the driver if they are in such a situation to drive (Moore et al., 2016). In order to identify the problems, the researcher has interviewed 3 people such as a parent, university student and a sales manager at Ford. This interview helps the researcher to analyse challenges which are raised because of impaired driving.

Breathalyzers into the steering wheel could save lives of people each year. It is a driver alcohol detection system which is consisted of two types of in-car alcohol sensors such as first is breathalyser housed into the steering wheel, second is infrared sensor scans the skin. Both of the technologies can check if the individual has a blood alcohol concentration of 0.05 or higher. It then locks the car if the driver is intoxicated for driving (Kim et al., 2016). It is analyzed that every year around 10,000 people are killed by the alcohol impaired crashes and with use of in-car alcohol sensors, around 7000 lives could be save. This grip sensor technology has potential to prevent drunk driving among populations like teen drivers as well as commercial fleets. The sensing technology enables the steering wheel so that the car and vehicle can add extra safety level to the steering wheels. At the time of normal driving, operator is moved the hands on steering wheel, changed the pressure as the fingerprints are griping the wheels (Thungon, et al., 2017). It can trigger correct safety protocols to wake up the driver and implement of proper safety measures. The sensor technology is programmed for pressure in particular locations. It is used into vehicle for controlling locations in case of emergency and communication system. The grip scanning technology identifies level of dilution into driver’s blood which can detect substances other than alcohol. It provides an impact on driving abilities.

Customer Segments

In order to analyse the problems of drinking and driving issues, three of the advisors were interviewed such as Robert Mchale, Sarah Jones and Harry Matthew. According to Robert Mchale, there is an evidence that fingerprint scan could work to solve the identified problem. As per Sarah Jones, it can start with the vehicle, and more research is to be done on manufacturing and designing of cars (Ray et al., 2017). Finally, according to Harry Matthew, he would see the idea to manufacturer such that it can worldwide and make more sales.

In this paper, the customer segments are a parent, a university student and a sales manager of Ford. The parents of young adults are targeting for the interview as they want that proper safety practices are provided in the car while their children are driving when they consume alcohol. A primary research was conducted from which the researcher learned that the grip sensor technology provides a huge impact on target market as it provides safety of the drivers (Rahman et al., 2016). The input of this primary research is design thinking process to redefine the identified drinking and driving problem and provide solution to suit with the project requirements. It is a method to identify the problems and provide solutions with initial level of the research understanding. By use of empathy map, it is required to pinpoint new customer segments and define the problems (Ozoemena et al., 2018). The idea behind scan the fingerprint for eight seconds to detect if the individual has a blood alcohol concentration of 0.05 or higher is convenient and reach a greater demographics of population as it helps to adapt personal vehicle along with create a safe driving environment for the young adults.

The unique product technology product which is taken for safety of persons are a design of grip sensor technology where the product is an add-in feature for vehicles, where the gear shift will scan the fingerprint for eight seconds to detect if the individual has a blood alcohol concentration of 0.05 or higher. The product is relied on infrared light scanning for determine the level of alcohol in the system with replacement for breath based Breathalyzer system. It can drive while intoxicated offenders install into the car as the gear shift can identify the user while scanning the fingerprint for blood alcohol level (Lawson et al., 2018). The product is used same scanner to determine the alcohol level and biometrically determine user’s identity to make sure that the person can pass test than should drive a car. This road safety product is invested into new technology to provide better product to customer segment to ensure that intoxicated drivers can incapable to drive.

Unique Value Proposition

As an alternative to impaired driving, breathalyser is taken.  As per the Canadian law, when the alcohol level is above 0.08, then it is called as impaired driving. This product is used to estimate the level of alcohol in blood from the breath sample. This device is used by the police officers to take steps to make sure that a strict control is taken over impaired driving. In the year 2016, over 62,000 people in Canada has alcohol level with a legal limit of 0.08 breath alcohol content (BrAC). More than 15,000 people had criminal record to drink and drive (Jones, 2016). The alcohol detector is utilized an electrochemical sensor to analyse breath alcohol samples, it is just as proper.

When a weighted scores are assigned to the alternative, then the concept to use of taxi or Uber is best which would lower the impaired driving incidents. When people are consuming alcohol or at night out, then choosing cab to go home is the best alternative to fingerprint scanning. It would decrease causes of incidents on the road. Breathalyser is the competitor and this Uber or car alternative would also score perfect in the rating of competitors. It is one of the optional way to prevent the accidents on roads and save lives of thousands of people every year (Win et al., 2015). The breathalyser also scores no so well under the competitor rating as it is not so much effective to prevent accidents on the roads and it is time inefficient.

Conclusion 

It is concluded that the business idea behind design a gear shift with fingerprint scan to determine the level of alcohol is best way to prevent from impaired driving. Feedback from the customers will help to implement of marketing strategies involve with pilot and redesign the model. Building and also testing processes provide with high insight to alter the product. As an alternative to the fingerprint scan, breathalyser and Uber/taxi is used. The police officers are used of breathalysers to determine the alcohol level into the person through taking of breathing sample. The concept behind Taxi/Uber is also best when people are going for night out and after than it helps to reach their home. The result of alternatives are that the accidents rate will decrease which are caused because of driving after alcohol consumption

References

Jones, A. W. (2016). Evidential breath alcohol analysis and the venous blood-to-breath ratio. Forensic science international, 262, e37-9.

Kim, J., Jeerapan, I., Imani, S., Cho, T. N., Bandodkar, A., Cinti, S., ... & Wang, J. (2016). Noninvasive alcohol monitoring using a wearable tattoo-based iontophoretic-biosensing system. Acs Sensors, 1(8), 1011-1019.

Lawson, B., Aguir, K., Fiorido, T., Martini-Laithier, V., Bouchakour, R., Reynard-Carette, C., & Bendahan, M. (2018). Skin Alcohol perspiration Measurements Using MOX Sensors. Sensors and Actuators B: Chemical.

Moore, S. C., Park, M., Liu, Z., Lyon, M. C., Johnson, L. C., Lushear, V. H., ... & Metzler, S. D. (2016). Design of a dual?resolution collimator for preclinical cardiac SPECT with a stationary triple?detector system. Medical physics, 43(12), 6336-6346.

Ozoemena, K. I., Musa, S., Modise, R., Ipadeola, A. K., Gaolatlhe, L., Peteni, S., & Kabongo, G. (2018). Fuel cell-based breath-alcohol sensors: Innovation-hungry old electrochemistry. Current Opinion in Electrochemistry.

Rahman, M. R., Allan, J. T., Ghavidel, M. Z., Prest, L. E., Saleh, F. S., & Easton, E. B. (2016). The application of power-generating fuel cell electrode materials and monitoring methods to breath alcohol sensors. Sensors and Actuators B: Chemical, 228, 448-457.

Ray, A., Das, A., Kundu, A., & Ghosh, A. (2017, April). Prevention of driving under influence using microcontroller. In Electronics, Materials Engineering and Nano-Technology (IEMENTech), 2017 1st International Conference on (pp. 1-2). IEEE.

Thungon, P. D., Kakoti, A., Ngashangva, L., & Goswami, P. (2017). Advances in developing rapid, reliable and portable detection systems for alcohol. Biosensors and Bioelectronics, 97, 83-99.

Wen, Z., Chen, J., Yeh, M. H., Guo, H., Li, Z., Fan, X., ... & Wang, Z. L. (2015). Blow-driven triboelectric nanogenerator as an active alcohol breath analyzer. Nano Energy, 16, 38-46.

Win, D. T. (2015). Breath alcohol testers-prevents road accidents.

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[Accessed 05 March 2024].

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