Blueprint Example

UiTM SHAH ALAM

FACULTY OF MECHANICAL ENGINEERING

TABLE OF CONTENTS EXECUTIVE SUMMARY ....................................................................................................................................... 2 PRODUCT OR SERVICE DESCRIPTION ......................................................................................................... 4 TECHNOLOGY DESCRIPTION ........................................................................................................................... 8 MARKET RESEARCH AND ANALYSIS ............................................................................................................ 9 CUSTOMERS........................................................................................................................................................ 9 MARKET SIZE AND TRENDS ..................................................................................................................... 10 COMPETITION AND COMPETITIVE EDGES......................................................................................... 12 ESTIMATED MARKET SHARE AND SALES .......................................................................................... 14 MARKETING STRATEGY ............................................................................................................................. 14 MANAGEMENT TEAM ...................................................................................................................................... 16 ORGANIZATION.............................................................................................................................................. 16 KEY MANAGEMENT PERSONNEL ........................................................................................................... 17 MANAGEMENT COMPENSATION AND OWNERSHIP ...................................................................... 22 PROJECT MILESTONE ...................................................................................................................................... 23 CONCLUSIONS ..................................................................................................................................................... 25 REFERENCES ....................................................................................................................................................... 26 APPENDICES ........................................................................................................................................................ 27

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UiTM SHAH ALAM


EXECUTIVE SUMMARY We are from Curtain Technology Sdn Bhd is proudly presents the latest product from our company which is Automatic Curtain Window. Our product, Automatic Curtain Window, uses light sensor to detect light from the surrounding of the house or office in order to stimulate the DC motor of the curtain to open and close the curtain. Our product also comes with manual control to open and close the curtain manually by using remote control and timer. We target both individual and industrial market for our product. For individual, the potential customer can be families that want to install the Automatic Curtain Window in their house. For industrial, the potential customer can be the house or office developers who want to include the Automatic Curtain Window as one of their package to attract people to buy their house or office. At the early stage of our operation, we will only focus on the Malaysia market and as our operation grew, we might expand our operation abroad. The existing motorized curtains those are available in the current market needs human force to open or close the curtain. Some of them might include the remote control and timer technology to their products. But, we have gone one step further from our competitions by introducing our product with the new light sensor technology. We are confident that our product will generate enough profit to make our business feasible. This is due to the introduction of the new technology that we want to include in our motorized curtain which is the light sensor technology. People nowadays are eager to try new technology and based on this factor, we are confident that this new light sensor technology can attract people to buy our product.

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Management Team

Chief Executive Officer Design Engineer

Performance Engineer

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Marketing Manager

UiTM SHAH ALAM


PRODUCT OR SERVICE DESCRIPTION Automatic curtain window is actually based on usual curtain window at home or at any company but we has make new concept by making some innovation to the original curtain window. We have adding some technology concept which is sensor, timer and controlling system technology. All this three things, we have combined and apply to our product which is curtain window, in order to reduce human power, effort and also reduce time. This product will give us a lot of advantages especially to the human. This product is using natural source which is from sun light. Light rays from the sun will be detected by light sensor and it will stimulate the dc motor as the controlling system to make the curtain window function as usual curtain window. The dc motor is connected to the electronic control circuit, so that the shaft from the curtain can be rotate to open or closed the curtain window. Automatic curtain window has an application that can minimize human effort. These products produce good service in order to reduce time for opening the curtain window. The application is dividing into two parts. First application is, we can setting the open or close the curtain window by using timer. By using timer, we can set at any time when we want to. Besides that, it also adjusted by using remote control. It means we can control the open and close just using remote. Using remote is just like we using fan or air condition. Another application is to avoid people from outside of our house can see what happening in the house. It means that people from outside cannot see what we are doing in our house because we also need a privacy. Automatic curtain window is a new product that actually uses to help people by reducing their time and energy by adding light sensor technology to operate the curtain window to open or close depend on intensity of light. Usually went early in morning, for example 8 o’clock we need to go to window and open the curtain window by ourselves, but different with this product by using light sensor detection. When sun start to rise, the light rays from the sun will trigger the light sensor and the sensor will give the responds to the dc motor or also known as control system part to open the curtain window automatically.

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UiTM SHAH ALAM


Its same goes when the day start to dark, it will automatically close by itself. Besides that, automatic curtain window also has another difference with current curtain window in market, which is this product has timer. We can set the time when we need to open or closed the curtain window. Usually timer is use when the person leaves their house for a few day or week. This is to make sure the light still goes in even there are not at home, they can set what time they want the curtain to open and how long it to be open. It means we can settings the curtain window by using a remote control. This is another difference with other current product. The using of remote control is same as we use air conditioning or remote control fan. Using this remote control we can adjust the curtain window easily without need us to go to the curtain and drag the curtain to be close. For instance, if the light is to bright entering our house, we can use remote control to adjust or closed. This curtain window can operate into two part. For the first part, we can set the opening of the curtain as the fully open. Fully open mean that the curtain is open widely and all the curtain will move to side of the window. The second part is semi open. It means that, the curtain will open at the half of the window or third quarter of the window. So the amount of the light that entering our house is less than fully open. Both part is depend on the owner of the house for example, to open at what level that they want to. Since our product is one of capability push (technology driven) so, we need more time and also some research to develop our product. Our product is still in development process and need some modification to make sure the device that connect the sensor to the dc motor can function well. This is the hardest part to develop because it combines between sensor and also electronic device. At this part we required longer time to make sure that the connection between both sensor and dc motor or Electronic circuit control. Below is the sample of the schematic diagram on how connection between sensors to the dc motor.

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Diagram 1 Based on diagram 1 above, we can see that, it starting at light sensor. Light rays from sun will detected by the light sensor, then the sensor will trigger the electronic control circuit to stimulate the reaction. The electronic device will convert the light sensor to the mechanical movement that connect to the gear and the shaft of the curtain window. With present of light the dc motor will stimulate the gear to rotate the shaft ad finally to open the curtain window. For the dc motor, we still try to collaborate with power Window Company to be our supplier for dc motor. By the way, we still need a few months to get our real prototype that to be test. For the cost, we still need to be re calculated because the project still in progress and we cannot predict the absolute cost that required. In order to increase the marketability of the product, first we must consider this which is, we need to provide a good quality of product, affordable price, advanced technology and also a good services we will expand our target market or customer to the huge organization.. For example to the companies that have large space of office of management department such as KLCC tower. Next, we will introduce this product to the international level by doing an advertisement to market our product, for instance in yahoo pages, television advertisement, website or YouTube and also face book page. For the first step we will target to the ASIAN country as our benchmark.

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Then, if we get a good feedback, we will expand our product to the entire world including Europe continent. Next stage is, we also give free gift or special services to the customers that use our product. For example we will extra remote control and also appropriate discount to the customer. Besides that, we also make free installation for the first service to the customer. Last but not least, we will provide our product at 3 years warranty that including electronic device, remote control and also the light sensor detection. To protect our intellectual creation from being exploited by other parties, we have applied for intellectual properties protection. We have applied a patent for us to be granted and intellectual properties right for a period time of 20 years. During the period, we as the inventors have the exclusive right to make, use, or sell our invention. We have filed a patent application with the Intellectual Property Cooperation of Malaysia under the Patents Act 1983. If any person who claim our innovation as theirs, they may face legal action and we have the right to sue them.

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TECHNOLOGY DESCRIPTION First of all, we can say that our generation now is more exposed on new technology that helps people in their daily life. New technology it not only covers on product, it also cover on system and service .With technology, people now can do anything in their work for example use of computer. From the desktop computer that only can use at certain place only, but nowadays, with adding of news technology, it do some innovation from desktop computer to laptop that can easily to move and bring to anywhere. Even though the size is smaller than desktop computer, but the performances of the laptop still same. It same goes with our product which is automatic curtain window. We have added a new technology that differ our product from the existing product that available in the current market. Even there are many product that same with ours, but we have make innovation by adding new technology which is light sensor.

Light sensor component

Light sensor act as a switch that will open or close the curtain when it detects the presence of light. The light intensity will trigger the light sensor so that, when the light shine on the sensor it will changes the resistance of the circuit that connect to the electric control system. In other word, went the light is present, it will connect the electric circuit then it function to open or closed the curtain window by itself by connecting them with shaft and belting.

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MARKET RESEARCH AND ANALYSIS CUSTOMERS Our product can be marketable for personnel use and also for companies such as houses, companies and universities. This product more focuses on certain space such as at house, meeting room, office and also for lecture hall. Most of customers that will use this product are for their comfortability and because of the easy way of used this product that is automatically control. The major purchasers are the houses at the town and the companies. This product is efficient to be used at this place because of the environment at the urban location. Since the temperature nowadays is higher especially at the urban place compared to rural place, this product is more efficient to use and sell at the urban place. The sensors at this product will measure the brightness and temperature of surrounding to make it comfortable by open or close curtain automatically.

This product is easily reached and receptive because curtain is widely used in the houses, offices and even in universities. It is useful because this curtain have similarities with other curtain which acts as insulator of heat, sound deadening, and so on. But the difference of this product is it can be control manually or automatically. So the time can be saving and the curtain can be set with what we want.. For those customers want to get this product, they can order through our official website or they can get it directly from our selected branches. We have some branches in the peninsular Malaysia and one branche in Sarawak which are in Penang, Johor Bharu, Kuala Terengganu, Shah Alam and Miri. These branches are placed in the chosen locations for ease the customer to get our product such as Penang for the customers from North states, Johor Bharu for South states, Kuala Terengganu for East Coast states and Miri for East Malaysia states. The main branch is at Shah Alam. For installation, our company will provide the installation for free.

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MARKET SIZE AND TRENDS The demand market for automatic curtain window within three years will increase. This may because of many people nowadays like new innovations that can reduce their energy to do something. In order to expand our product in market area, we do not only consider selling the product in Malaysia only, we also want to expose this product to entire world. The minimum price that will be spend for our product only RM370, so as we can predict about 10 000 customer will attract with our product. So the total market size for our product is about RM 3 700 00. In addition, the service that we will provide is free installation charge.. This product also has potential profitability because it is a new innovation produced by us. As everybody knows, people nowadays love to use new things in order to follow the technology trend. For our product which is automatic curtain window, we already target the potential annual growth in order to sell this product to customer. At the early stage of our operation, we only want to focus on introducing this product to house and office developers for them to include this product as a package to attract customers to buy their houses and offices. We have predicted the potential annual growth of our product for 3 years is about RM 11 503 000.

Demand increase 3% per year Total cost (RM)

Market size in 2013 10 000



3 700 000

3 811 000

3 992 000

Total market size in 3 years = RM 3700 000 + RM 3 811 000 + RM 3 992 00 = RM 11 503 000

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Furthermore, we also are targeting families as our potential market who wants to install our product in their houses. After this stage shows its improvement, we want to expand the market size to the big organization to use this product. This product only being introduced inside our country, then if we get good response from customer we want to expand it to country inside Asia. Then we can continue to introduce it through worldwide. Actually there are not many major factors that can affect the market growth of our product. The opportunity that we use in order to introduce this product is capability push which is technology driven. Technology driven means we introduce new innovation or invention to customers that love new technology. So we can say that this product will be a success if we introduce it to the customer.

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UiTM SHAH ALAM


COMPETITION AND COMPETITIVE EDGES Competitors Powercord Engineering Ltd Controliss Blinds Curtain Empire Futex Enterprise

     

Strength Use remote control Silent motor Use touch motion Use remote control Use timer Use remote control



Weakness No light sensor

 

No light sensor No light sensor



No light sensor

At the early period of our operation, we will focus on exploiting the local market as our potential main target. Even though we are new in the industry, but we try our very best to compete with the other motorized curtain company by providing the best quality, price, performance, delivery, timing, and service warranties so that we will be recognized and soon we will be able to expand our market. Since our company is based in Malaysia, we can provide the best price for the Malaysia market for motorized curtain industry compared to other foreign companies such as Powercord Engineering Ltd and Controliss Blinds which are based in United Kingdom since their product price should include the additional taxes if they want to enter the Malaysia market. To compete with local companies, we have other strategy to make our product the more preferable product than theirs. We try our best to offer better quality and performance and longer service warranties in order to satisfy our customers. Before we start our business, we have done some researches and surveys about the technology used by our competitors. Nowadays, curtain that is controlled by the remote control has become a trend. From our surveys, we found that most of our competitors used the remote control technology to their product. Some of them also have some additional features included in their product such as controlling the curtain by using timer (Curtain Empire) and by using touch motion (Controliss Blinds). To make some innovation to our product, we have combined all the technology that is used by our competitors except for the touch motion since we feel that the technology is unnecessary since the technology still needs human effort to open or close the curtain. But at the same time, we introduce a new

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UiTM SHAH ALAM


technology to make our product different with our competitors which is the light sensor technology. All of the products have their own advantages and disadvantages based on several significant aspects that will affect the decision of the customers to choose which company provide the best products or services. Companies from the outside of the Malaysia might have disadvantages on their product pricing since price is one of the most important aspects that will be considered by the customer to purchase products. Customers will search for company that offers lower price but with the same quality. As for the local competitions, we do not say that their products have disadvantages if compared to our product. But since our product has the new light sensor technology, we can say that our product has advantages if compared to our other local competitions. We depend on the capability push or the technology driven opportunity concept to make the customers choose our product.

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UiTM SHAH ALAM


ESTIMATED MARKET SHARE AND SALES Based on the acceptance of our product which is Automatic Curtain Window by customers, we can predict the market share for our product for 3 years. For assumptions, we had assumed that the increase of market share was 15% for every year. As we can see below on the table, the total sales increase until RM925 000 in 2015. Automatic Curtain Windows Market Share and Sale Year 2013 2014 Market share (%) 15 20 Total Sales 1 500 2 000 Total Sales (RM) 555 000 740 000

2015 25 2 500 925 000

MARKETING STRATEGY A carefully planned marketing strategy provides continuous benefits to company. So in order to market our Automatic Curtain Window through customer we should plan the strategy wisely. First of all we must fulfill the customer needed by using the latest technology and make sure the product that we sold is safe to use. In addition, because of this product use the latest technology, so we target to attract customer from urban location. We had selected a few capitals around Malaysia as our new branch in order to let the product had been supplied to customer smoothly. Main branch

– Shah Alam

Other branches

– Penang (North) , Johor Bharu (South) , Kuala Terengganu (East Coast) and Miri (East Malaysia).

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Furthermore, there are some strategies that we need to focus on. 1) Best product among competitors We will make sure that this Automatic Curtain Window is reasonable price to the market. We also will improve our product from time to time by follow the latest technology. 2) Warranty of product This product will be covered by 3 years warranty and the failure is only covered if it is because of system and mechanical failure only, not because of customer broken it up. 3) User friendly This product had been design to be user friendly. It’s easy to use and easy to install. 4) Advertisement This is the commercial style in promoting our product. We will use our technology era by promoting Automatic Curtain Window through internet and multimedia. In additions we also will advertise it on banner or sign board and business card. 5) Free gift To let the customer happy to buy our product we will also provide free give to customer. Examples of our free give are free remote control and free installation. The other free give will be added from time to time. 6) Distribution For easy to get this product, we had built our branch in Malaysia Including Sabah and Sarawak. This product can easily get there.

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UiTM SHAH ALAM


MANAGEMENT TEAM ORGANIZATION Key Management Roles

Name Mr. Wan Mohamad Rafiq Bin Wan Mohd

Chief Executive Officer

Ruslan

Mr.

Design Engineer

Mr.

Performance Engineer

Mr. Ahmad Fikri Bin Azman

Marketing Manager

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UiTM SHAH ALAM


KEY MANAGEMENT PERSONNEL Chief Executive Officer Name

: Wan Mohamad Rafiq Bin Wan Mohd Ruslan

Date of birth

: 14 February 1991

Place of birth

: Subang Jaya Medical Centre, Subang Jaya

Address

: 45, Jln USJ 4/?, 47600 Subang Jaya, Selangor Darul Ehsan

Interest

: Outdoor activities and travelling

Qualification

: Degree in Mechanical Engineering in year 2006 (Graduated in Ohio University, US), Master in Mechanical Engineering in year 2008 (Graduated in Seoul National University)

Position

: Chief executive officer

Skills

: 1. A visionary and full of energy to drive towards success 2. Ability to manage employees efficiently

Background

: Wan Mohamad Rafiq Bin Wan Mohd Ruslan is the Chief Executive Officer of Curtain Technology Sdn Bhd since 31 August 2012. Prior to this appointment, he was the Deputy CEO of Curtain Technology Sdn Bhd. He had joined this company since April 2010 to facilitate a proper handover of responsibilities. From 2009 until 2010, at Dutch Lady Milk Industries Berhad, Mr. Muhammad Firdaus served in finance capacities which are as Senior Vice President and Treasurer. He also has previous finance and treasury experience at NESTLE.

Details of the post

: As the Chief executive officer of the company, this job requires the manager to set up the mission, vision and objective for the long term of the company. The Chief executive officer also needs to organize, motivating and to control of his down liner to be always on top of their job.

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UiTM SHAH ALAM


Design Engineer Name

:

Date of birth

:

Place of birth

:

Address

:

Interest

:

Qualification

:

Position

:

Skills

:

Experiences

:

Details of the post

:

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UiTM SHAH ALAM


Performance Engineer Name

:

Date of birth

:

Place of birth

:

Address

:

Interest

:

Qualification

:

Skills

:

Experiences

:

Details of the post

:

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UiTM SHAH ALAM


Marketing Manager Name

: Ahmad Fikri Bin Azman

Date of birth

: 02 February 1991

Place of birth

: Hospital Besar Melaka, Melaka

Address

: 19, Jalan Duku 2, Taman Rumpun Bahagia, 75300 Bachang Melaka

Interest

: Surfing internet and outdoor activities

Qualification

: Degree in Accounting in year 2006 (Graduated from University Technology Mara, Malaysia), Master in Business Administration in year 2008 (Graduated from University of Bristol, UK)

Skills

: 1. Able to predict the market growth 2. Able to conduct a good marketing skills to increase product sales

Experiences

: Four (4) years working in industries as accountant. Start to work with Curtain Technology Sdn Bhd in 2012 as sale executive and becoming marketing manager in 2013.

Details of the post

: As the Marketing Manager of the company, this job required me to conduct market research and analysis, market size and trend and estimate market price and share of the company. It is also my job to organize marketing strategy.

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Names & Positions

Duties & Responsibilities 1. To communicate effectively with

Wan Mohamad Rafiq Bin Wan Mohd Ruslan Chief Executive Officer

shareholders, employees, Government authorities, other stakeholders and the public 2. To lead and oversee the implementation of the Company’s long and short term plans in accordance with its strategy. 3. To ensure that the Company maintains high standards of corporate citizenship and social responsibility wherever it does business. 4. To ensure effective internal controls and management information systems are in place 5. To ensure the Company is appropriately organized and staffed and to have the authority to hire and terminate staff as necessary to enable it to achieve the approved strategy. 6. To lead, in conjunction with the Board, the development of the Company’s strategy.

Ahmad Fikri Bin Azman Marketing Manager

1. To conduct market research and analysis of the product 2. To observe market size and trend of the product 3. To estimate market price and share of the company 21

UiTM SHAH ALAM


4. To organize marketing strategy so that the sales of the product can be increase

MANAGEMENT COMPENSATION AND OWNERSHIP Names & Positions

Monthly salary RM 15000.00

Share of ownership (%) 70

Amount of equity invested (RM) RM80000

Wan Mohamad Rafiq

RM 7500.00

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RM12000

Bin Wan Mohd Ruslan Chief Executive Officer

Ahmad Fikri Bin Azman Marketing Manager

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UiTM SHAH ALAM


PROJECT MILESTONE PROJECT

DATE - DEADLINES

Project initiation

6 – 10 SEPTEMBER 2013

Analysis of product

13 -20 SEPTEMBER 2013

Design the product

21 - 25 SEPTEMBER 2013

Describe

technology

related

DESCRIPTION Develop idea for the curtain window Analyze the similar concept in the existing market. Design the product appearances. Define and analyze the technology

26 - 30 SEPTEMBER 2013

that will be equipped to the product.

Market research and 31 Analysis

SEPTEMBER

–

OCTOBER 2013

Marketing Strategy

8 – 16 OCTOBER 2013

7 Perform

research

about

the

market and potential customer. Estimate

the

pricing

marketing

strategies

that

and are

going to be used. Assign

Management

Team

18 - 25 OCTOBER 2013

Financial Analysis

26 – 30 OCTOBER 2013

Proposal Acceptance

3 -8 NOVEMBER 2013

Define the role and assign the team member responsibility Perform

the

cost

for

material,labour,overhead and etc. Waiting for the proposal to be accepted. Find the vendor which could be

Contractor Dealing

9 – 13 NOVEMBER 2013

trusted and provide good services with low cost.

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UiTM SHAH ALAM


Workers recruitment

14 – 24 NOVEMBER 2013

Equipment fulfillment

25- 28 NOVEMBER 2013

Product

development 29

NOVEMBER

started

DISEMBER 2013

Present prototype

5 DISEMBER 2013

Refine

prototype,

continue development

Promotion package Launch curtain

into

market Business maintenance

members Buy related tools and component to our product.

4

Start producing product. Present the prototype towards stakeholders Continue product

6 – 20 DISEMBER 2013

developing with

taking

the

full

account

suggestions made by stakeholders Start promoting the product via

21 – 28 DISEMBER 2013

Automatic window

–

Recruit selected labours and team

29

DISEMBER

–

JANUARY 2013

5 JANUARY – ongoing

24

internet, flyers, banner and etc 5

Launch Product into market.

Maintain the business in the market.

UiTM SHAH ALAM


CONCLUSIONS In the nutshell, our new era generation, we can say that all thing in the world is related with technology based. For instance product, service and also system that link together with technology in order to increase the performance of work, to reduce time and also help community. The technology of our product is really up to the latest technology and we expected that our technology can be lasting in the market in 5 to 7 years time and in the meantime we still try to upgrade our product on automatic curtain window to ensure that this product always one step ahead of other competitor products. Based on our product, which is automatic curtain window, we predict that after a year in market, our product will get a good response by the customer and we can increase our product starting in peninsular of Malaysia and also Sabah and Sarawak. Within 2 to 3 years, we will expand our product to the ASIAN country and also to the entire world. We hope that our product can be one of the best products and can be world class. For our marketing strategy, we try to find the ways by doing some research in order to improve the performance of our product. This will results the customers to trust the reliability of our product and make the customers to be attracted to our automatic curtain window. Then only we can expand our operation throughout the world. There are a few ways to achieve our objective in marketing strategy aspect. For example we try to increase our promotion to the television and radio more often to introduce our product not only to the urban society, but also to the rural area community. Moreover, we guarantee that our product can be useful in a long time. If there are any problems or damage, we have provided the warranty for 3 years. In case our product not functions well within the range of the warranty period, they can get the repair service for their automatic curtain window for free. Last but not least, it has been our policy to give the best product and services to the customers as it is a crucial element for the advancement of our company to give the best quality. Therefore we are confident that our product has the competency to be the best among the best.

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REFERENCES 

http://creativepool.com/articles/jobdescriptions/marketing-manager-jobdescription



http://www.greatsampleresume.com/Job-Responsibilities/Principal-PerformanceEngineer-Responsibilities.html



http://www.mechanical360.net/updates/mechanical-design-engineerresponsibilities/



http://myjobstreet.jobstreet.com.my/career-enhancer/basic-salary-report.php



Technology Entrepreneurship (ENT600) Reference book



http://en.wikipedia.org/wiki/Photoresistor

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APPENDICES

Electronic control system

Light sensor

Curtain electrical circuit

DC motor

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