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THE CUTTER MOUSE

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Executive Summary

This is a very special type of cutter which was not available previously it is a handy paper cut device (tool). We can feel the presence of a computer mouse when we work with it. If we want to cut a paper at home or in the office one must use either a scissors or by using a scale. Even though they both have sharp edges the result of paper which was cut will either go wrong dimensioned or there might be a cut to our hands when we use scissors or something like a guillotine. We must always keep an eye on our usage part and the above methods will give us low satisfactory results. That is the reason why bill rayner has designed a very interesting tool to cut papers perfectly without causing any harm to us and with a perfect dimension we get a result. Let us see it in detail in our further sections.

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Table of contents

S .no
1. 2. 3. 4. 5. 6. 7. 8. Introduction

Table of contents
History to be known Design and explanation of cuttermouse Environmental analysis Consumer behaviour analysis Segmentation, targeting & positioning Product and pricing Conclusion & references

Page number
4 4 5-7 8 9-10 11-12 13 14

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Introduction Cutter mouse work is similar to that of scissor, scale, trimmer and guillotine but in a quicker, easier and safer way. They are used to cut papers in a smaller and in a perfectly dimensional way. Unlike other trimmers which use a single, sharp short life knife and which are low in cost, Cuttermouse uses a two blade shearing rotary bypass system which need not be replaced again. This is light, fun to use, and we feel comfortable while using it and it has a very low risk. It is so user friendly and the advantage with this cutter is there is no need of keeping our hand in the paper while we cut. Even kids can use this as it cannot be used as a weapon or something which can hurt us and even people next to us. The mechanism of a Cuttermouse is light, continuous, and straight, but it must be given a perfect start by placing it on the paper correctly. The biggest advantage of this Cuttermouse is that we can turn it to any direction while applying it on any paper and we can stop this whenever we want. Simply we can say that it is fast safe and straight and a guide track can be used where perfect straightness is required. A pocket size version cuts up to four sheets of standard 80gsm paper easily and cleanly. This is being used in many places like schools, offices. History to be known Let us know about the past of these cutters and which has driven in the invention of this. Over 3500 years ago we used to have shearing cutters which were very similar to the modern blades with spring at the back and supporters for hand in the middle and history says that roman’s have added some extra features to this and those were the centre pivot and the finger loops & this was done nearly 1500 years ago and that looked like the one which is shown below. One of the unbelievable fact is that there is no development between those 2000 years.

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As we have discussed about the history let us go on to its inner parts and their mechanism to cut a paper. There are several parts in the Cuttermouse and let us discuss about them in detail.
TRACTION & ABS

Right side cutaway view, cutting checkerboard paper

In the above view we can see a paper which is being cut. As we can find wheels in this the front wheels on the right drive the rotary blade via the idler gear and all these three gears have nearly 26 teeth so that they accelerate at the same the cut point which is very important in a cutter mouse. Generally conventional scissors can be used in two ways: 1) Normally Usage. 2) Zipping Usage More often we use the latter one but in case we don’t take a run at it we may face tears because the friction between paper and blades will hold the paper back. When we consider scissors they are more reliable in the normal usage because friction in this usage holds the paper and blade as well in the cut point. Cuttermouse has two blades, which is more similar to scissors, those two blades are used by each type of way which we have discussed above. The lower blade slides against the paper at full cutting speed, tending to hold it back, while the top blades slide with the paper at about 10% of cutting speed, pulling it in. So it can be considered that, in the fight between these two blades the rotary blade wins because it produces more friction than the other blade as it slides slowly. Even though this example looks quite insensible its basics work
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for many such devices. This is something similar to our car which has Anti Braking System fixed for the same reason, i.e., when we apply brake in the car, a locked wheel slides along the road at full car speed has less friction than one that is controlled to slide slowly. While when coming to technicality of this device the frictional difference between the paper and blade is about 2:1 for slow and fast sliding, so the disc blade reliably pulls the paper into the cut point, as long as it turns. Only if the wheels turn the paper will be cut.

Left side view, without body.
KEEPING IT TOGETHER

Keeping it together generally is about the blades. The cuttermouse blades must be kept in a proper alignment and they must be biased so that they give u a proper result in cutting any type of paper. Scissors use the spring of the blades and/or a spring at the pivot which may be adjustable for different materials. Cuttermouse cannot have the blades biased enough to cut five sheets all the time, the higher the friction which makes the cutter too hard to push and this results in paper jams ultimately. That is the reason why the blades are designed to push together more when cutting heavy paper and less when compared to small sized papers like a tissue.

Right side cutaway detail view, cutting a 2mm wide from 0.2mm thick (160gsm) checkerboard paper

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PRECISION ALIGNMENT

Alignment is one of the major aspects in cutter mouse. When the blade bias spring aligns the horizontal blade in the other directions this possibly gives us the indication that the rest everything is in place and it is all set to go. By any chance if we drop the cuttermouse and it falls on the floor with blade parallel to the floor, the spring allows it to move out of the way without any damage. If we forget to push down while cutting and get a paper jam, we have an advantage of rolling the cuttermouse over and push the horizontal blade away from the disc blade with our thumb, and clear the required. Once we are done with this, everything is once again set back into a comfortable alignment. So the loose blade is an added advantage to the cuttermouse which won’t create any damage to us and even the paper.

Horizontal blade contact points for force balance analysis.

And for proper and complete understanding about the cuttermouse. The picture above gives you details of the horizontal blade two sides as you can see all the forces acting on it.

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Environmental analysis Basically environmental analysis helps us to understand the external forces which can affect the business. External factors play a very crucial role in any business and very often we need to control them so it is very much important to train ourselves regarding the environmental concerns when we launch a new product or when we are about to design a marketing plan for that product. The most common method for preparing a marketing environmental analysis is to conduct a PESTILE analysis which stands for       Political. Economic. Social. Technological. Legal. Environmental.

Conducting PESTLE analysis is not only the most common method but it gives us the perfect analysis of whether we can launch that product or not. When a product is launched in to market, the important part is that it must satisfy the customers who want to use that product. So, satisfying is not only about the usage of the product but many other factors such as cost, durability comes in every customers mind. As cuttermouse is a very small tool which has more advantages than that of disadvantages and this makes most of the people to go for this product. While coming to the technology of the product, as we have discussed above, cuttermouse basically has a technology of braking system like that of a car. This technology was very new in the market and it reached out many people. Now-a-days most of the school children, employers etc., are using a cuttermouse as it is a user friendly tool. When it comes to cost cuttermouse basic price is approximately up to 8 Australian Dollar which is a very comfortable price any individual can buy. This has reached many people.

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Consumer Behaviour analysis In a consumer behaviour analysis we generally consider the 4 p’s i.e., the product, place, price, promotion. All these will be directly proportional to the environmental factors were markets and other stimuli acts as the bridge between them. Apart from this in a consumer behaviour process we take the buyer’s decision process and his response to the product this will definitely help to either bring a change in the product or if any other improvisation. The buyer’s decision process has many choices in his/her mind. This includes the product choice, the brand of that product and even the dealer who is selling the product.

Consumer behaviour analysis

As cuttermouse is one of the finest tool were in there is no disadvantage with it many consumers feel that this tool is a very comfortable one to use when compared with scissors, scales and etc.. the inventor of this tool has used a good
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marketing strategy to make this product reach in public and as it is very handy to even carry many people turned up to this product and thus the consumer behaviour analysis says that the cuttermouse tool is a product which many people purchased.

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Segmentation, Targeting and Positioning Segmentation: This is the process to identify the correct and meaningful group of customers and the cuttermouse of very successful in identifying them. Many Schools, offices, corporate companies & etc.... cuttermouse is such a product which is used by many people these days.

Targeting: in this type we generally have different segments of people and then we serve them with the requirements. As discussed above the cutter mouse has targeted all types of age groups because this is a tool which can be used by any person.

Positioning: this is a quiet challenging job , the product must once again satisfy with the 4 p’s . Positioning any product tell us the value of it in

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market and this can once again be related to social and economic factors. Positioning is purely about the two pestle process.

Below is the rough figure on how segmentation, targeting and positioning are inter-related to each other.

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Product and pricing plans Product: It purely comes under consumer products which can be brought frequently. Generally for any product we have a product life cycle n which we consider product class, product brand and product form. The amount of time a product remains in any stage depends on the needs of customers and economic conditions because in market there are number of products which are launching themselves daily so the product life cycle is purely based on markets. Coming to the case of cuttermouse this has been one of the successful products in the market. Even though there are many other cutter’s available in market many customers purchased this product only because it is very easy to use. Pricing: It is the only element which produces revenues were as all others represent cost and this determines the amount of income generated from sales of any product. But the major factors which affect the pricing plans are selling costs and competition. Pricing is always influenced by marketing objectives, government regulations, consumer perceptions and their demand. Cuttermouse is such a product were in there was no competition initially as the technology used in this was quite new at that time but now-a-days there are many such tools which are giving competition to the cuttermouse. Cutter mouse basic price is about 8$. This is a very comfortable price which can be spent by any individual to purchase it.

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Conclusion The cuttermouse is one of the best ways to cut a paper in a very fine and beautiful way with a perfect dimension which is required for any task. Now-adays we see many children cut papers, charts with a scale or a scissor instead a cuttermouse is very handy to even children of 5years and an added advantage is that, it doesn’t harm any person next to us including the user. The key aspect of this is its mechanism; it is a very simple mechanism which has given great results. Finally, a cuttermouse is one of those tools which was successful in market and even was termed as useful and a safer tool for all the age groups.

References

 

http://www.ehow.com/how_5001707_prepare-marketing-environmental-analysis.html#ixzz2e5GteJ1O

http://www.amazon.com/Westcott-Scissor-Mouse-CutsPaper/dp/B0085U9B7A/ref=cm_cr_pr_product_top http://www.google.co.in/search?q=segmentation&source=lnms&tbm=isch&sa=X&ei=UrIpU oOPAsuiQej54Bg&ved=0CAcQ_AUoAQ&biw=1366&bih=667#q=segmentation+targeting+positionin g&tbm=isch http://www.billrayner.com.au/billrayner/Cutterblog.html





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