1. TRIZ TOOLS TO EVALUATE MARKETING STRATEGY AND PRODUCT
INNOVATION. A NEW START-UP CASE STUDY OF SILICONE
THECNOLOGY
Roberto Nani
1
, Daniele Regazzoni
2
1
Scinte s.n.c., Ranica, Italy
2
University of Bergamo, Industrial Engineering Dept., Italy
Abstract
This paper relates about the use of TRIZ to translate and manage the Silicone-based Gasketing
Technology into new fields of application such as human necessities: baking and butchering, kitchen
equipments and health care. The paper is formed by two main parts. The first part describes the approach
used to identify new technological branches, starting from the intrinsic and extrinsic features of the
reference technology. The second part of the paper describes thoroughly case-study regarding a specific
kitchen-targeted silicone product. Said approach is structured in order to define a new set of products,
services targeting developers, start-ups and managing of the Intellectual Property (IP).
Keywords
Intellectual Property Enforcement, Small-Medium Enterprises (S-ME), Energetic Model, International Patent
Classification (IPC), Time and Space Separation (convertible).
INTELLECTUAL PROPERTY ENFORCEMENT
Marketing strategies analysis aimed at technological
translation and developed by means of a patent
investigation tool matched with the TRIZ methodology
represent a real option to support strategies for
technological innovation as well as a means of defence
against competitors. Said means targets to stress the
advantages for the S-ME.
Starting from the silicone technologies we have analyzed:
• the patent portfolio of the main international
companies operating in the silicone branch, without
discriminating among the different fields of
application;
• we have then identified some technologies, among
those at disposal of the S-ME, other than the silicone
one but similar in terms of their physical-chemical
aspects;
• we have then defined the compliance of these
technologies to the needs of a potential evolution in
the silicone branch. We have specifically aimed to
figure out the trend evolution of the commonest
kitchen tools if realized in silicone.
We have applied our patent investigation about silicone
and similar technologies to the well-known Collection of
Problems (OTSM Network of Problems) [1] and [2] which
basically supplies researchers with the frame into which
they develop TRIZ solutions. A patent investigation can be
actually considered as a complementary activity in
collecting problems. It helps to better define the working
field and the limits we want to work within. We have
mainly solved problems applying the algorithm ARIZ 85 C
algorithm. We shall show its practical application in the
second part of the paper.
This approach allowed us to develop two new products
which can be considered as an evidence for:
• A patent investigation as a real tool for the innovation
of products developed and manufactured by S-ME;
• A patent investigation as a method for saving time
and increasing the quality of the collected information
acquired by means of a strict use of appropriate
Boolean algorithms on which the patent investigation
bases;
• The functions of the TRIZ principles applied to the
classification of the patents as an alternative method
to the traditional International Patent classification
(IPC).
1 MARKETING STRATEGY
This chapter describes the analysis process of a
technological translation applied to the silicone technology
aiming at identifying those functions which can fulfil the
requirements of a new silicone-made kitchen-tool
A systematic approach can be explained by the following
points:
1. A marketing strategy analysis according to TRIZ tools
based on [3]:
• defining intrinsic and extrinsic characteristics of
reference technology;
• generalization of said factors in order to individuate
new target branches where to export the developed
technology and products;
• enforcement of a new start-up in terms of production,
selling and logistic.
2. A reclassification of main functions of the products
according to TRIZ tools based on [4]:
• determining new arising contradictory areas and
using of the separation principles tool.
1.1 Energetic Model
Kinetic Model
A Kinetic Model [M] = f(V, ρ) of a system is an expression
of class V to which said system refers and the intrinsic
characteristic ρ of said class V.
A Kinetic Model [M] of this statement, referring to the
silicone technology, is represented by the following
Boolean expression:
[M] = f(V, ρ) = (((mould*) <in> (TITLE,AB,CLAIMS) ) AND
((flex* ) <in> (TITLE,AB,CLAIMS))) (1)
where:
• mould = class V of the silicone technology;
• flexible = intrinsic characteristic ρ of said class V.

2. The classes according to International Patent
Classification (IPC-R) characterizing the Boolean
algorithm (1) applied to a Patent DB are explained in the
table of fig. 1.
Result Set for Query: M=(((mould*) <in>
(TITLE,ABSTRACT,CLAIMS) ) AND ((flex* ) <in>
(TITLE,ABSTRACT,CLAIMS)))
Collections searched: European (Applications - Full text),
European (Granted - Full text), US (Granted - Full text),
WIPO PCT Publications (Full text), US (Applications - Full
text)
9,765 matches found of 10,446,533 patents searched
IPC-R Code-
4 digit
Items % Bar Chart
B29C B 1585
10.4
%
B65D B 851 5.6 %
F16L F 397 2.6 %
A61M A 303 2.0 %
A61F A 298 1.9 %
C08L C 268 1.7 %
B60R B 260 1.7 %
B29D B 246 1.6 %
H01R H 223 1.4 %
C08G C 219 1.4 %
Fig. 1: main IPC-R classes of [M]
Potential Model
A Potential Model [K] = f(A, E) of a system is an
expression of the subclass or group A to which said
system refers and the extrinsic properties E of said
subclass or group A.
A Potential Model [K] of this statement is represented by
the following Boolean expression:
[K] = f(A, E) = (((gasket) <in> (TITLE, AB, CLAIMS) )
AND ((seal*) <in> (TITLE, AB, CLAIMS))) (2)
where:
• gasket = subclass A of the silicone technology;
• sealing = functional action, as extrinsic properties E
of subclass A.
The Classes according to International Patent
Classification (IPC-R) characterizing the Boolean
algorithm (2) applied to a Patent DB are explained in the
table of fig. 2.
Result Set for Query: K=(((gasket) <in> (TITLE, ABSTRACT,
CLAIMS) ) AND ((seal*) <in> (TITLE, ABSTRACT, CLAIMS)))
Collections searched: European (Applications - Full text),
European (Granted - Full text), US (Granted - Full text), WIPO
PCT Publications (Full text), US (Applications - Full text)
26,706 matches found of 10,461,340 patents searched
IPC-R Code Items % Bar Chart
F16J 15/08 1117 1.7 %
F16J 15/12 669 1.0 %
F02F 11/00 595 0.9 %
F16J 15/10 422 0.6 %
F16J 15/06 412 0.6 %
F16L 23/00 341 0.5 %
H01M 2/08 329 0.5 %
F16J 15/02 319 0.5 %
H01M 8/02 303 0.4 %
C09K 3/10 298 0.4 %
Fig. 2: main IPC-R classes of [K]
Forced Model
No relationship exists between Kinetic Model [M] and
Potential Model [K], if taken separately.
A model, capable of combining the class V and its intrinsic
characteristic ρ, and the subclass A and its extrinsic
properties E, exerts a force [F] acting on said system.
[M] and [K] respect the following conditions:
Main IPC-R classes of [M] ≠ Main IPC-R classes of [K]
B29C - SHAPING OR
JOINING OF PLASTICS;
SHAPING OF SUBSTANCES
IN A PLASTIC STATE, IN
GENERAL; AFTER-
TREATMENT OF THE
SHAPED PRODUCTS, e.g.
REPAIRING
F16J - PISTONS;
CYLINDERS; PRESSURE
VESSELS IN GENERAL;
SEALINGS ( 16 child
classes )
(3)
The sentence (3) allows to combine [M] and [K]
constituting a Model of the class V and its intrinsic
characteristic ρ, and the subclass A and its extrinsic
properties E.
The main IPC-R group obtained by the Boolean algorithm
(2) is F16J15/10 (Sealings with non-metallic packing
compressed between sealing surfaces). The tab of fig. 3
represents the IPC-R Code of classes constituting the
main group F16J15/10 .
IPC-R Code-
4 digit
Items % Bar Chart
F16J F 217 39.8 %
F16L F 72 13.2 %
B29C B 30 5.5 %
C09K C 24 4.4 %
F02F F 19 3.4 %
B32B B 13 2.3 %
C08L C 12 2.2 %
F01M F 10 1.8 %
G11B G 8 1.4 %
F01N F 7 1.2 %
Fig. 3: : IPC-R Class Code of main group F16J15/10
The combination of every class forming the main group
F16J15/10 with the Boolean algorithm (1) allows the
individuation of two relevant IPC-R classes (fig. 4). The
relative global Model is represented by the Boolean
algorithms:
[K(b29c OR b65d)] AND [M] = (((B29C OR B65D) <in>
IC ) AND (((mould*) <in> (TITLE,ABSTRACT,CLAIMS) )
AND ((flex* ) <in> (TITLE,ABSTRACT,CLAIMS)))) (4)
where: B29C - SHAPING OR JOINING OF PLASTICS;
SHAPING OF SUBSTANCES IN A PLASTIC STATE, IN
GENERAL; AFTER- TREATMENT OF THE SHAPED
PRODUCTS, e.g. REPAIRING
B65D - CONTAINERS FOR STORAGE OR TRANSPORT
OF ARTICLES OR MATERIALS, e.g. BAGS, BARRELS,
BOTTLES, BOXES, CANS, CARTONS, CRATES,
DRUMS, JARS, TANKS, HOPPERS, FORWARDING
CONTAINERS; ACCESSORIES, CLOSURES, OR
FITTINGS THEREFOR; PACKAGING ELEMENTS;
PACKAGES.
The Model represented by algorithm (4) can be forced. In
the specific case, convertible, is a force applied to
algorithm (4):
[F] = ((convert*) <in> (TITLE,ABSTRACT,CLAIMS)) (5)
The exerted Model is:
[K(B29C OR B65D)] AND [M] AND [F] = ((convert* <in>
(TI,AB,CLAIMS) ) AND (( (b29c OR b65d) <in> IC ) AND
(((mould*) <in> (TI,AB,CLAIMS) ) AND ((flex* ) <in>
(TI,AB,CLAIMS))))) (6)

3. 0
200
400
600
800
1000
1200
1400
1600
1800
F16J F —
IPC-R
n°patents
K
M
B29C
B65D
Fig. 4: : [K(IPC-R Class F16J15/10)] + [M]
Results of exerted model:
Fig. 5: EP1491456A2, EP0853584B1, EP0738224B1
The results of fig. 5 describe the state of the art referring
to the specific function: “convertible”, “converting”, which
are pertinent to the two relevant technological classes
similar to the silicone technology. Actually “Convertible”
represents the combined functions of separation in space
and separation in time. We want in fact understand and
use their applications in the silicone-technology field in
order to sole the inventive problem subject of the latter
part of this paper.
At this stage of the Collection of problems (OTSM
Network of Problems) [1] and [2], we can relay upon the
patent classification obtained by exerting the energetic
model described by the Boolean algorithm (4) by means
of the following exert:
[F] = ((40 principles) <in> (TITLE,ABSTRACT,CLAIMS)) (5)
Boolean Algorithm specifying the actions and or words
and its related thesaurus have been performed according
to TRIZ criteria and with reference to its 40 principles in
order to classify each Application and Patent (Granted).
This approach consists in :
• issuing an extensive list of actions and related
thesaurus matching with Boolean operators;
• analysis of the patents by means of a patent-
commercial-database;
• creating and filing the results.
The results of this further patent classification are listed in
fig. 6 displaying: name of the TRIZ principle - batch of the
patents characterized by the function of the principle -
pictures connoting some among the identified patents.
1–SEGMENT
813
EP1434714B1
EP1140458B1
US20060057245A1
16-SLIGHTLYLESSSLIGHTLYMORE
149
US20040021247A1
28-MECHANICSSUBSTITUTION
460
WO06117500A1

4. 10-PRIORACTION
871
EP1792746A1
WO06130932A1
WO05097467A1
24-INTERMEDIARY
301
EP1262310A1
EP0640361A1
Fig. 6: 40 principles
2 PRODUCT INNOVATION
The second part of the paper describes a meaningful case
study regarding a specific kitchen-tool in silicone: a
colander. It results to be a new kitchen- equipment, made
of an elastic and flexible membrane, capable of achieving
a certain number of typical functions, thus developing the
Traditional Colander into a Convertible Colander.
The Traditional colander is a container for cooked pasta,
rice or vegetables. It separates and drains the water used
for cooking pasta, rice or vegetables. This function is
performed thanks to its small regularly drilled hols, placed
at the same pace one from the other.
The Convertible Colander provides shares with the
traditional one the main feature: it is a container and is
complete of small regularly drilled hols, placed at the
same pace one from the other. But only on its bottom.
The bottom gets concave on one side and convex is
observed from the other one. In other words, it can reach
two stable positions (a) and (b) :
outwards, projecting bottom (a);
inwards, recessed bottom (b) .
a) the operator pressing the inside face of the bottom
pushes the lowered face outwards. The bottom reaches a
stable position- see figure 7.
Specifically:
the inside face will have its hole-edges shrunk;
the external side will have its hole-edges stretched,
and therefore dilated;
b) the operator pours pasta, rice or vegetables into the
colander. These foods are obviously poured together their
cooking water. Water flows out of the colander through e
through the shrunk holes and touches. The shrunk edges
do not allow rice grains, pasta or thin vegetables to pass
through an fall from the bottom.
Fig. 7: : bottom with convexity outwards, restricted holes
As regards the operation of the variation of colander with
convex bottom inside, recessed bottom, there are the
following steps:
c) in order to reach this configuration, the operator, by
operating from outside the colander, pushes its bottom
inwards. The bottom reaches its stable position, rotating
with respect to its edge profile and appearing according to
the drawings in figure 8.
In particular: the extrados or external surface, by being
compressed, makes the holes edges restricted in the
extrados surface;
- the intrados or internal surface, by being stretched,
makes the holes edges dilated in the intrados surface;
d) the operator throws into the colander pasta, rice or
vegetables together with water used when cooking. Water
penetrates in the intrados surface through the dilated
holes. In the end, water reaches the extrados surface by
abandoning the colander.
Fig. 8: bottom with convexity inwards, dilated holes
A problem may arise: when pouring some food inside a
colander, the weight of the food and the speed of the
pouring change the convexity of the inside bottom into a
concavity (see figure 9). This point has been analyzed
with ARIZ 85 C.

5. Fig. 9: problem to be solved
2.1 Focusing the Problem
Basically we must move from an uncertain sketch of the
problem to a clear and simple formulation of the same
A straining system (i.e. aiming at separating solids from
liquids) fit for any foodstuff, such as various sizes of
pasta, vegetables and rice, consists of a convertible
colander made of an elastic and flexible membrane.
TC#1: if the colander is convex to the outward, then the
hole edges shrink, this means that water will hardly flow
outside.
TC#2: if colander is convex to the inward, then water will
easily flow through the holes, but small and filamentary
foodstuffs will pass through the enlarged edges of holes.
What we wish to reach: a proper drainage, matching with
the foodstuff we are dealing with. A proper drainage must
be reached with minimum changes to the system.
Energy
Source
Engine Transmission Tool Product
Potential
Energy
gravity Colander Bottom
holes
water
Control
Bottom
convexity
Fig. 10: Law of System completeness + Law of Energy
conductivity in systems
We need to choose the most effective one between the
two models of conflict, i.e. the one providing a better
performance for the Main Manufacturing Process.
According to ARIZ85C:
-Main Useful Function of the Main Manufacturing process:
to provide the required drainage of water.
-Now, let’s stress the conditions and let’s consider that our
colander’s bottom can be pushed outward up to reach a
blown out shape. In this case, the diameters of holes on
the bottom become so tiny that water cannot flow through
them and so it does not leave the colander.
Problem Model
• Conflicting pair: water and bottom.
• Intensified Conflict: let’s come back to our colander’s
bottom. It can be pushed outward up to reach a
blown out shape. In this case, the diameters of holes
on the bottom become so tiny that water cannot
flow through them and so it does not leave the
colander and moreover, fragments of food are
trapped in the water making a sort of “natural” damn.
• Problem: X-element. This must be found. It will
preserve the ability of our colander’s bottom, which
has now been pushed outward up to reach a blown
out shape, to let water flow through the holes.
Analyzing and describing the Operational Zone (OZ)
The area included between the Negative and the Positive
Zone is defined as Operational Zone. In this specific case
this third Zone is formed by the holes, which we shall call:
The Cave.
Operational Time (OT)
The operational time where are available resources of
time:
The time when conflict occurs – T1 and
The time before the conflict – T2.
T2 T1
Time
Time before
the water is
poured into
the colander.
Time length from the moment
when water when the water
starts pouring into the colander
till it leaves the colander ( > 5 s)
= Le déluge
Available Resources
At this stage, we can try to define the substance and the
field-resources (SFR) of the analyzed system, its
environment, and the result (the product if we want to use
a more specific terminology).
We can then list our SFRs
i) System (internal) resources:
• Internal Surface
• External surface
• Holes .
• Water (material).
ii) Available (external) resources:
• Gravity
iii) SFR of the super-system:
• Gravity.
Ideal Final Result (IFR)-1
Next step is to formulate and describe the IFR-1 using the
following pattern:
X-element
ELIMINATES
< harmful action > < water from staying inside
the colander >
WITHIN the
< Operational Time > < le deluge>
Inside volume of the colander .
(negative action zone)
Outside volume of the colander
(positive action zone )

6. INSIDE the
< Operational Zone >. < The Cave >
AND
< keeps the tool’s ability to
provide >
< keeps the bottom’s
ability>
< useful action >. < to strain foodstuffs >.
without complicating the system and without harmful side
effects.
Intensify the formulation of IFR-1 by introducing additional
requirements:
<Existing resources> < Internal Surface >
ELIMINATES
<the negative effect> < water from staying inside
the colander >
WITHIN the
< Operational Time > < le deluge >
INSIDE the
< Operational Zone >. < The Cave >
AND PROVIDES
<a useful effect> < straining of foodstuffs >
without complicating the system and without harmful side
effects.
Physical contradiction (PhC)
Once we have defined our Technical Contradictions, we
can, by analogical extention, define The physical
Contradictions (PhC) which prevent from achieving the
IFR :
• Macro-level, following pattern:
<Resource > < Internal Surface >
HAS to BE
< physical macro-state > < push-proof >
IN ORDER to PREVENT
< one of the conflicting
actions >
< water from staying inside
the colander >
AND HAS to BE
< opposite physical macro-
state >
< convex-proof >
IN ORDER to PREVENT
< another conflicting action
or requirement >
< that residues of
filamentary foods get
trapped in holes >
WITHIN the
< Operational Time > < le deluge >
INSIDE the
< Operational Zone >. < The Cave >
• micro-level, following pattern:
THERE SHOULD BE
< physical state or action > < grove >
IN ORDER to PERFORM
< macro-state > < le deluge >
AND THERE SHOULD BE
< opposite state or action > < undercut >
IN ORDER to PREVENT
< another macro-state > < obstructed holes >
WITHIN the
< Operational Time > < le déluge >
INSIDE the
< Operational Zone >. < The Cave >
Ideal Final Result (IFR)-2
The operational zone <The Cave> has to provide <
undercut grove > within < le déluge (>5s) >.
One “Step Back” from the IFR
• IFR: The colander has a blown-shaped bottom;
however, water can flow through the colander
rapidly (fig. 11).
Fig. 11: IFR = blown-shaped bottom
• A Step Back from the IFR: Quite a good deal of
water is laying inside the colander.
• Micro-problem: how can water flow through small
holes in a reasonable length of time, which we shall
define as <5 sec. for 2 lt. of salted boiling water ?
• Solution for the micro-problem: Several small
holes mouth into one single big external hole (fig.
12).

7. Fig. 12: several small holes mouth into one single big
external hole
• Intensification of the micro-problem: how to
improve the action of sets of small holes?
• Solution: thin groves on the internal surface
connect linearly big holes on the external surface
(fig. 13).
Fig. 13: thin segmented groves connect linearly big holes
• Transition from the micro-problem to an
optimised product: a continuous undercut grove
replaces several segmented undercut groves on the
internal surface (fig. 14).
Fig. 14: continuous undercut groves
Transition to the Technical Solution
The bottom comprises a set of grooves, arranged
concentrically (as shown on Fig. 15, 16, 17) or radially
(not shown). The grooves cross the internal surface.
The convertible colander solves the physical contradiction
described at the beginning of this paper as it takes into
consideration the need of using diachronically big holes
for straining big-sized pasta and small holes for straining
rice, cooked vegetables, thin pasta in general. In fact,
pushing its bottom upside-down (convexity becomes
concavity and viceversa) can optimise:
• water draining
• cleaning of the colander, easy-to-reach interstices
and holes.
Tthe convertible colander realized with an internal groved
surface allows draining large amounts of water through
big-sized holes, pasta, rice or cooked vegetables
remaining lifted by the ridges of the internal surface
without getting in contact with the draining holes; the
configuration with a convexity inside the colander allows
cleaning it since interstices are easily reached by simply
passing the fingers of one’s hand over them.
Fig. 15: bottom of colander realized with an internal
groved surface

8. Fig. 16: internal bottom perspective
Fig. 17: external bottom perspective
3 CONCLUSIONS
The TRIZ-based paradigm here described has been
specifically developed how to overcome SMEs lacks in
the management of IP management [5], and it can be
used to evaluate parameters such as the level of
obsolescence and the evolutionary potential of new
products in different field of application.
The developed product embodies the convergence of
some partial solutions gained through the use of TRIZ
solving tools. The final result has been achieved exploiting
the characteristics of silicone that enable to focalise on a
single product, a certain number of typical functions
normally (according to the state of the art) achieved by
several kitchen products. Intrinsic silicone characteristics -
such as flexibility – and extrinsic characteristics – such as
buckling, enlarging – allow to easily highlight
contradictions and to solve them by using separation and
inventive principles. The analysis conducted has allowed
translating specific knowledge about silicon gaskets
technology into the food and beverage market segment,
to identify the problems caused by the changed
environment and to solve them.
The solution proposed has been recently filed as an
international patent and it will be soon available on the
market.
ACKNOWLEDGMENTS
This study has been developed thanks to the help and the
support of FLUORGUM SPA and in particular thanks to
their Director Mr Giorgio Tosini who is trying to apply
extensively TRIZ related research methods.
A special “thanks “ to my beautiful, good hearted wife,
who has helped us in writing down a simple, brisky
appealing English.
REFERENCES
[1] Khomenko N., “ARIZ theory and practice: first
acquaitance”, LGeCo, Laboratory of Engineering
Design INSA Strasbourg, FRANCE, September
2006.
[2] Cavallucci D., Khomenko N., “From TRIZ to OTSM-
TRIZ: addressing complexity challenges in inventive
design”, Int. J. Product Development, Vol. 4, Nos. ½,
2007.
[3] Nani R., Regazzoni D., “Practice-based methodology
for effectively modelling and documenting search,
protection and innovation”, Proceedings of ETRIA
World TRIZ Future Conference, Belgium, Kortrijk, 9-
11 October 2006.
[4] Nani R., ““Boolean Combination and TRIZ criteria. A
practical application of a patent-commercial-Data
Base”, Proceedings of ETRIA Conference,
November 16-18, 2005, Graz, Austria.
[5] Regazzoni D., Rizzi C., Nani R., “Intellectual
Property management. A TRIZ-based approach to
manage innovation within SMEs”, Proceedings of
ERIMA07’ 15-16th March 2007, Biarritz, FRANCE.
CONTACT
Roberto Nani
Scinte s.n.c.
Via Adelasio 22
24020 Ranica (BG) – Italy
E-mail: info@scinte.com
Phone: +39 (035) 513683 - FAX: +39 (035) 513683
Daniele Regazzoni
xxxxxScinte s.n.c.
Via xxxxAdelasio 22
24020 xxxxRanica (BG) – Italy
E-mail: xxxxxinfo@scinte.com
Phone: xxxxx+39 (035) 513683 - FAX: +39 (035) 513683