Air University

Institute of Avionics & Aeronautics

----------------------------------------------------------------------------------------------

CODE : ME-456 COURSE : Entrepreneurship

Case Study: Revolutionizing the Water Purification Industry with Mechanical Engineering
You are part of an innovative startup that has developed a new water purification system using a cutting-
edge mechanical filtration technology. This system is highly efficient, cost-effective, and environmentally
friendly, making it suitable for use in both developing and developed countries. Your product has the
potential to provide clean drinking water at a lower cost than traditional methods and with a significantly
reduced environmental footprint.
Your challenge is to create a detailed entrepreneurial strategy to introduce this revolutionary product to the
market. The strategy should consider the unique attributes of the water purification industry, the global
need for clean water, and the technical complexities of your product. Your strategy will be assessed based
on its creativity, feasibility, and the depth of market analysis.

Requirements: [CLO-2]
1. Market Analysis and Segmentation:
• Conduct a basic market analysis to identify your primary target markets. Consider factors such as
geographic location, economic conditions, and access to clean water. Explain why these markets are
ideal for your product.
2. Business Model Development:
• Propose a business model that outlines how your startup will create, deliver, and capture value.
Consider pricing strategies, distribution channels, and customer relationships. How does your business
model address the specific needs and challenges of your target market?
3. Competitive Analysis:
• Analyze the competitive landscape in your chosen markets. Who are your main competitors, and how
does your product differentiate from existing solutions? Consider both direct competitors (other water
purification technologies) and indirect competitors (traditional water supply methods).
4. Marketing and Sales Strategy:
• Develop a marketing and sales strategy that highlights the unique benefits of your product. Consider
how you will communicate your product's advantages to different stakeholders, including governments,
NGOs, and end-users.
5. Sustainability and Social Impact:
• Explain how your product contributes to environmental sustainability and social well-being. How will
your startup measure and communicate the impact of your product on communities and the
environment?
6. Field Market Analysis (Practical Component):
• Conduct a preliminary field market analysis by interviewing potential users or stakeholders (e.g., local
authorities, NGOs, or communities in need of clean water solutions). Summarize your findings and
explain how they have influenced your business model and strategy.
(Note: Prefer to conduct on-field, however, this can be a hypothetical exercise if direct field research is
not feasible.)

Project Deliverables:
Students are required to prepare and submit the following deliverables:
1. Written Report:
• A comprehensive report that addresses all the assignment questions. The report should be well-
structured, containing an introduction, main analysis sections corresponding to the assignment
questions, conclusions, and recommendations. Appendices can include additional data, interview
transcripts, or analytical models used in the analysis.
• The report should not exceed 2000 words, excluding appendices.
• Proper citation of all sources of information and data is required, following a recognized academic
referencing style.
• The report should be submitted in PDF format by the designated deadline.
2. Presentation:
• A PowerPoint presentation summarizing the key findings, strategies, and recommendations from your
report. The presentation should last approximately 4-5 minutes and include slides that highlight the
main points, supported by relevant data, charts, and visuals.
• Be prepared to answer questions and discuss your findings and recommendations in a Q&A session
following your presentation. This will assess your understanding of the material and your ability to
defend your strategic choices.
3. Executive Summary:
• An executive summary that provides a concise overview of the report’s main findings, strategies, and
recommendations. This summary should not exceed one page and must be included at the beginning of
the written report.
4. Market Analysis Data:
• Appendices in the report should include detailed data from your field market analysis, including
interview summaries, survey data, or market research findings that informed your strategy. If direct
field research is not feasible, include a hypothetical market analysis based on secondary research.

Evaluation Criteria:
• Depth of Analysis: The thoroughness of the market, competitive, and SWOT analysis.
• Feasibility of Strategy: The practicality and realism of the proposed business model, marketing, and
sales strategies.
• Creativity and Innovation: The originality of the solutions and strategies proposed.
• Quality of Presentation: The clarity, visual appeal, and effectiveness of the presentation in conveying
the key points of the report.
• Ability to Defend Strategy: Demonstrated understanding of the strategic choices and ability to justify
them during the Q&A session.
• Integration of Field Market Analysis: The use of primary (or hypothetical primary) research to
inform the strategy and business model.

Submission Guidelines:
• The written report and executive summary must be submitted by April 26, 2024.
• The presentation schedule will be announced, and presentations will be held on May 3, 2024
• Ensure that all deliverables are clearly labeled with your name(s), student ID(s), and the course
code.