Name Saahil Mohammed Ali
NetID sali856
Group Number: 171
Website Link: http://alitao.blogspot.co.nz/p/d1-2014.html
Tutorial Details
Tutor: Day: Time:
Yvonne Hong Wednesday 10am
Time Spent on
15 hours Word Count: 1649


Fresh water is essential for life and vital for the socio-economic development of every
country on earth. Yet, with the increasing population, fresh water is increasingly strained. In
the context of New Zealand, much of our water is used in dairy farming (understandable,
given NZ makes up one third of the world’s dairy trade). If water became scarce in NZ due to
this vast daily consumption, both the dairy industry and NZ’s socio-economic development
would suffer in the long run. Enter the solution, an idea that combines the properties of a
water filtering graphene laminar and a computerised automation system. The Graphene
Water Filter provides water away from our water supply by taking sea water or water from
polluted rivers and pumping them into fresh water for use on farms. The information system
tracks weather information and measures soil water content from equipment buried under
the soil. This feeds back to the filter to determine how much water it needs to pump and
filter for any period of the year.
3.1 Vision
Our vision is to be the world’s premier water purification company; offering equipment for
water purification purposes to people everywhere for the development of mankind.
3.2 Industry Analysis:
Industry: Water purification industry.
Force: High/Low: Justification:
Buyer power: Low Since the technologies for graphene based water purification
have only recently been developed, there are still no major
water purification companies that implement a graphene
laminar. Thus, buyer power is low due to buyers having no
other graphene based options to select from. (Massachusetts
Institute of Technology, 2014).



Low Approximately 103 graphene manufacturing companies are
listed around the world, which indicates supplier power will be
low. (Leaflet, 2014).
Threat of new
Low The cost of developing a Graphene based water purification
technique is high, evidenced by the European Commission’s
investment of €1 Billion in graphene research and
development for a spread of 10 years. (Dexter Johnson, 2013).
Threat of
Low A reliable high quality water supply is essential for dairy cows.
Thus, farmers are incapable of using an alternative to water for
their dairy farming. (Dean E. Falk. 2014)
Rivalry among
High Methods already exist for farmers to acquire water for use on
their farms. Thus, rivalry among existing competitors will be
high. (Cornell University 2014).
Overall attractiveness of the industry: Since it is a frontier technology, there are no other
graphene based water purification companies (which offers a competitive advantage) and
thus a first mover advantage and thus an increased market share which increases the
likelihood of generating profitability. Hence, it is overall an attractive industry.
3.3 Customers and Thei r Needs
Dairy Farmers are the primary customers. They require a large quantity of water to irrigate
grass which is needed to feed dairy cows. Furthermore, each Dairy cow drinks 95 to 190
litres of water per day! And with an estimated 4.6 million dairy cows and 1.6 million
hectares of grass used for dairy farming, the daily water consumption is unfathomable. On
the other hand, dairy farmers need assurance that they are using quality water to ensure
quality output on their farms. (GoDairy, 2013)
Overseas opportunities will be the secondary customer base. The graphene water filter can
be outsourced to other countries where fresh water is scarce and can be installed near wells
where water can be pumped through and cleansed. (Paul, 2013)


3.4 The Product and Service
Graphene is pure carbon in the form of a one atom thick sheet 100 times stronger than
steel. This graphene in the form of a laminar is the key component in the filter, allowing
water to pass through purified. Even sea water can pass through and it will be desalinated
(filtering/blocking the smallest of salt grains) and purified, where it can then be used on the
farm (away from NZ’s water supply). Recent studies (Rachel 2013) showed that
approximately 283,700 hectares of land have been converted to dairy farming between
1996 and 2008. This trend combined with the growing population indicates the amount of
water consumed in farms will continue to increase and our product is the solution.
3.5 Suppliers and Partners
One supplier will be a graphene manufacturer who will provide the graphene laminar that
will be used in the water filter.
Another important supplier will be software designers/engineers who will supply the
software that tracks weather information and records soil water content so the filter can
determine how much water it needs to pump at any time.
Mobile ISPs will be required as a partner to wirelessly deliver the information attained from
equipment buried under the soil back to the filter and for farmers to send wireless
commands to the Equipment and/or send bug reports to the IT department.
Another partner is the Bank, who can offer loans to buy the right to use our pump and
maintenance at lower interest rates. This would also benefit the bank as they will still be
making profit and will have a new avenue to generate revenue.
3.6 Strategy:
The competitive scope is broad market since the graphene water filter is targeted at all the
The cost strategy is high cost because graphene is still a frontier technology and it will be
costly to attain and assemble for use in the water filter. Thus, this cost will be passed on to
The overall strategy is therefore Differentiation.


3.7 Value Chain Activity:
The most important value chain activity for this business is Service after Sales.
This is because of two reasons. Firstly, most of the interaction with the customers will occur
after the sale has been made in the form of a service. Secondly, due to the high cost of
graphene, it is most likely the filter will be sold very close to cost price. Thus, most of the
income/revenue will be made on the services provided after sales.
These include installation costs, maintenance costs, software updates and extended
warranty fees. This aligns with the vision, as we will constantly update and
improve/maintain our products to compete and ensure we remain the world’s premier
water purification company.


3.8 Business Processes
3.8.1. MAINTENANCE PROCESS – One of the services provided after sale will be maintenance
of the Graphene Water Filter. Maintenance involves the inspection/upkeep of all the
equipment by trained technicians. The maintenance contract itself includes a mandatory
filter repair/clean. Furthermore, if any other maintenance related issues arise that fall under
the contract, they will be completed. However, if there are any issues that do not fall under
the contract, they will be completed for an additional fee.


3.8.2. SOFTWARE UPDATES PROCESS – There may be bugs that appear as the software is used
to perform its allocated tasks. There also may be potential improvements that can be made
in the software, perhaps in the user interface or just the software itself. These are reported
by customers and/or the IT department affiliated with overlooking the software. If there are
any significant bugs/improvements worth addressing, then an update will be created and
programmed into the Graphene Water Filter.


3.9 Functionalities
 Identify which part of the filter needs to be repaired or is clogged.
 Notify appropriate technicians to fix the problem based on the scope and location of
the problem.
 Identifies bugs/potential software improvements that can be addressed via update.
 Notify the IT department of common bugs and potential improvements identified
and/or suggested by customers.

3.10 Systems

3.10. 1. PROBLEM IDENTI FICATI ON MANAGEMENT SYSTEM – The software built into the
Graphene Water Filter will report back to base about whether the filter needs any type of
repair or is simply clogged and needs to be cleaned. This supports the vision as any common
maintenance repair or clog issues can be addressed in newer models to permanently
eliminate these issues, ensuring it remains the world’s premier water purification solution.
3.10. 2. MAINTENANCE MANAGEMENT SYSTEM – The system will notify the appropriate
technicians based on the required skill sets and location of the problem. This supports the
vision as it provides cost efficiency, saving the cost of getting a technician to a location only
to find he/she is incapable of dealing with the issue. Profitability is required to allocate
resources to develop technologies, ensuring our solution remains the world’s leading water
purification solution.
3.10. 3. SOFTWARE MANAGEMENT SYSTEM – Any bugs/potential improvements suggested by
the customer or Software management team is recorded in this system for reference when
making updates. This will support decisions in what to address in updates, which complies
with the vision, as improving the product will help ensure we remain the premier water
purification company.


3.11. Summary Table: Value Chain to Systems

Value Chain
Processes Functionalities Specific Information
Broad Information

after Sales
1. Maintenance. 1. Identify which part of the filter needs to be
repaired or is clogged.

2. Notify appropriate technicians to fix the
problem based on the scope and location of
the problem.

Problem identification
management system

Maintenance management

2. Software updates. 1. Identifies bugs/ potential software
improvements that can be addressed via

2. Notify the IT department of common bugs
and potential improvements identified
and/or suggested by customers.

Software management



The overall business idea is to introduce the Graphene Water Filter, which will provide
water by filtering/purfifying sea water and/or water from polluted rivers effectively saving
millions of litres of water from our fresh water supply. The information system provides
value in the organisation as it provides our product with a competitive advantage through
its automation of gathering information about the weather and soil moisture content,
providing the filter a basis for determining how much water is required to be pumped for
use on the farm. This is a key competitive advantage as other options require manual
estimations of water use. IT provides value in the organisation from accuracy and cost
improvements, to recording information and improving performance.

1. Massachusetts Institute of Technology. (25/02/2014). Technique to create holes in
graphene could improve water filters, desalination. Retrieved from:

2. Leaflet. (2014). Graphene companies. Retrieved from:

3. Dexter Johnson. (15/10/13). Europe Invests €1 Billion to Become “Graphene Valley”.
Retrieved from:

4. Dean E. Falk. (2014). Fresh Water Needs for Dairy Farms. Retrieved from:

5. Cornell University. (2014). Water sources. Retrieved from:

6. GoDairy. (2013). The Big Picture. Retrieved from: http://www.godairy.co.nz/the-big-

7. Paul Reig. (2013). World’s 36 Most Waer-Stressed Countries. Retrieved from

8. Rachel Young. (2013). Dairy farming harming water. Retrieved from:


Deliverable 1 References
Graphene’s Great Water-Filtration Potential Unveiled By New Research James Ayre
retrieved from http://cleantechnica.com/2014/02/17/graphenes-great-water-filtration-
Drought declaration expected in Waikato (4 Mar) Matthew Backhouse retrieved from
A new approach to water desalination (July 2) David L. Chandler, MIT News Office retrieved
from http://newsoffice.mit.edu/2012/graphene-water-desalination-0702
Drought worst in nearly 70 years (25 July ) MICHAEL DALY retrieved from
Drought ( The Big Dry) Summer of 2012-2013 (10 March) retrieved
from http://horowhenua.kete.net.nz/site/topics/show/2704-drought-the-big-dry-summer-
The Dairy Industry: Milking the land for all it's worth SAFE leaflet 'the true cost of eating
meat' (n.d) retrieved 1 April from http://nzdairy.webs.com/environmentalissues.htm
The Big Picture The New Zealand economy (n.d) retrieved 1 April from
Economic indicators (n.d) Statistics New Zealand retrieved 1 April from
FDI in New Zealand (June 2012) KPMG retrieved
from http://www.kpmg.com/NZ/en/IssuesAndInsights/ArticlesPublications/Press-
Impact of last year's drought affects Waikato's GDP (29 Mar) NARELLE HENSON retrieved
from http://www.stuff.co.nz/waikato-times/business/9883132/Impact-of-last-years-
Technique to create holes in graphene could improve water filters, desalination. (February
25)Massachusetts Institute of Technology retrieved
from http://www.sciencedaily.com/releases/2014/02/140225122504.htm
Waikato drought worries re-emerge (10 Feb)GERALD PIDDOCK retrieved from