Market Research

The potential market would include parents, especially those with young children or infants, and daycare centers to a lesser degree. According to the Kidsafe Foundation, 62% of child injuries occur in the home, with 60% of these injuries with children below the age of 5 (1997). The U.S. Consumer Product Safety Commission estimates that from 1991 to 1998 approximately 6000 individuals from the ages 2 to 18 years are admitted to the hospital each year for injuries to the fingers due to doors or door frames (excluding garage and glass doors) (n.d.). This information not only supports our target market, but also increases the potential market value of parents who have already experienced their child being involved with door injuries. From surveys, it is concluded that the headings of price, installation, appeal, and durability are all considered to be high priorities but installation has a higher appeal.

The Competition

Fingersafe ® USA, Inc

Fingersafe ® is installed on the hinges of 95% of the doors in use today. This is designed to "prevent fingers from being pinched, crushed or even amputated at the hinged end of doors," (Fingersafe, 2003). Although it does not interfere with the operation of the door, it only protects the hinges and provides no protection whatsoever for the area along the side with the door knob. Price ranges from $30.00 to $60.00 (Prices in USD) without the shipment cost, which is limited to only the United States of America.

Safety 1st Finger Pinch Guard Door Mouse

The Pinch Guard is a foam device that can be easily installed and removed. "These firm, foam grips fit snugly against the door edge leaving a gap: a safe amount of space to keep doors from closing on your child's tiny fingers," (Safety, 2003). Despite cheap and easy to use, there have been problems with children attempting to eat them due to their small size. Comes in a 2-pack for $9.95 (USD).

Operations

To reduce production costs and yet reach the greatest number of consumers, we will be located in the city of Mississauga to cover the Greater Toronto Area and the surrounding communities. The costs are further minimized as operations will take place in the residence of a member of our group, where it has been calculated that we can produce 6 contraptions within an hour, working 15 hours a week and selling for $30.00 each (After operating for 1 year). Any profits received for the following years when the company begins to gain money will be used to pay for the initial loan of $15 000.