Musical Road

Business Proposal Capstone Project

Pitchaya Areekarnlert
Mahidol University International Demonstration School

Table of Contents

Business Proposal: Musical Road

Executive Summary
Introduction
Mission Statement
Product Description
Research Draft Plan
Design and Production Plan
Marketing Analysis
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Goals
Procedure
Scheduling
Cost
Risk Assessment
Marketing Survey
Data Analysis
Marketing Plan
References
Appendix

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Executive Summary
Musical Road Project recognized the need for traffic safety and attract
people in the same time. Therefore, we came up with the Musical Road
Project idea. Musical Road is a is a road, or part of a road, which when driven
over causes a tactile vibration and audible rumbling transmitted through the
wheels into the car body in the form of a musical tune. The different tone of
music are caused by the deep and shallow in each line. The design of Musical
Road. There will be a musical note symbol on the street and sign to warn the
driver that there will be the musical road in the front way.
We conducted the market survey and results turned out well on the
project. Eventhough it was a brand new project and very innovative there were
more than 50 percent of people answer high possibility of achievement that
this project will work in public. Also, those who participated suggest many
routes that we might. This mean we will have quite high possibility to success
in this project.
Social media and BTS train will be use as main advertising chanels because
they are the most effective chanels to start-up with interestesting way to
recognize our product.

Business Proposal: Musical Road

Introduction
Musical Road is established under Capstone Project and adviced by
Business Proposal teacher, Mr. Kevin ODonnell. We are inspired by a video
from Youtube about a group of people are trying to promote people to use stair
instead of escalators by using the music from Piano.
We are now recognize the important of music and adapt the idea to
Musical Road Project to alert drivers from long and high rate of accident
routes.

Mission statement
Our mission is to strive to attract customers with a melody rumbling from the
road. We aim to increase traffic safety and make the streets different.

Product Description
Has you identified a product or service?
My product is Musical Road
The purpose of this product is to eliminate the boredom that often
happen when many drivers drive their cars across the ordinary speed
bump and to increase the safety in the traffic.
A musical road is a road, or part of a road, which when driven
over causes a tactile vibration and audible rumbling transmitted through
the wheels into the car body in the form of a musical tune.
The function of Musical Road is that as the drivers drive musical
road the music will be played, but the crucial thing is that the speed of
the music will be played depend on the speed of the car. Meaning that if
the drivers drive too fast the music will play faster and the same with
driving too slow. Therefore, the driver must drive in the range of proper
speed that they wil get a nice normal speed music. This will help attract
the people who use transportation.
Target market is to sell to those who responsible for developing
the vision of the road and creating road. The customer will be people
who transport by road. For example, cars, bus, and motorbike.
I got inspired by watching the video that people transform the
subway stairs into piano key notes in order to attract more people to use
the stairs instead of using escalator.
Price - in development
Is the product or service innovative (i.e. new or an innovation on an
existing product or service)?

Business Proposal: Musical Road

Musical road is an innovation on an existing product. A normal speed

bump is a traffic equipment that helps slow down if a car is speeding,
especially when the car is in a neighborhood where there is children or deaf
people that can't hear if the car is speeding. Also in schools or check--points
on highways. But, Musical Road will have a nice sound or music playing when
the car is crossing. Musical roads are known to exist in six countries:
Denmark, Japan, South Korea, the United States of America, Mexico and San
Marino.
Is the proposal plausible?
It is plausible because the product is based on the existing speed bump. At
the beginnig, we might start from a small range like in downtown or the place
that accident usually occur.

Research Draft Plan

Do an online survey on local people by asking them is the music
speed bump good idea?
Purpose - to gain more supporters and present the idea to gov.
Do research on speed control on internet.
Do a survey on some government officials that I know by asking
them the same question.
Purpose - to ensure the possibilities of production of the product.
Research the market for product
people who use transportation will use the musical
speed bump. (need to be approved by gov. > do survey)
Every time people use the street they will use my
product.
Price cannot be decided now. We need to get
approved by gov. and have enough supporters.

Business Proposal: Musical Road

Design or Production Plan

The design of Musical Road will have a musical note symbol on

the street and sign to warn the driver that there will be the musical road
in the front way.

Business Proposal: Musical Road

The system works by cutting thousands of little grooves in the

asphalt that produce sound from musical notes when a vehicle drives
over them. When driven over causes a tactile vibration and audible
rumbling transmitted through the wheels into the car body in the form of
a musical tune.The grooves are a few millimeters deep and 6 to 12
millimeters wide, and the closer you bring them together the higher the
pitch will be when driven over.
The place that suit for musical road must away from neigbors, risk
for car accidents, and long open road.

Marketing Analysis
Goals
Build the Musical road by tactile vibration.
Find effective(good quality&price) materials for production
success in increasing the safety on traffic.
Procudure
1. Find the local place that suit for building musical road
2. Hire the local road contractor buildings as a series of steel
template to make the room in the road.
3. Mark out the 490 yards(depend) stretch the route.
4. When the asphalt hot use the templates in a predetermined order
to create pieces of music.
5. Spay the musical notes symbols on the street and speed limit (45
mph, 55 mph, etc.) of Musical Road indications.
Scheduling( on paper)
Cost
Production cost is about 20,000 $ according to the Japans
musical road production including the material, direct labor, and the help
from sponsors such as Honda.

Business Proposal: Musical Road

Most of the money will be spent on labor more than materials

because we use labor to cut thousands of little grooves in the asphalt
and materials for cutting the raod are not hard to find.
Risk assessment
beware of the musical road will out of tunes.
measure the gap between grooves accurately.
disturbing the neighbors.
find the places where less neighbor live around and
still have the high rate of car accident. For example, suburb,
mountain.
find the nice songs that will attract the neighbers (and
also the tourists)
Marketing Survey
Survey type:
one on one interview and online questionaires

Purpose:
to gain more possibility from users and producers in order to guarantee
that this project is appropiate and ageerable.
Target group for survey
users who own vehicles such as cars, motorbike, and three-wheeled
car.
When:
feasibility study before implement and impact assessment
Questions in the survey:
Musical Road Project Survey
Musical Road Project is the project that set up for eliminating the boredom that often
happen when many drivers drive their cars through ordinary road and to increase the
safety in the traffic. Musical Road is a road, or part of a road, which when driven over
causes a tactile vibration and audible rumbling transmitted through the wheels into
the car body in the form of a musical tune.

1. Do you own any vehicles?

2. What do you think about this project?

Business Proposal: Musical Road

3. Do you think this project will achieve the purposes provided on top?
4. Which route do you think we should build the Musical Road or a long
route that has a high rate of accident in traffic?
5. Any suggestion about this project?

link
https://docs.google.com/forms/d/1SvY9rjtT05CHuLiev1Pd2KeQcFj7JvdNz81w
vg2lG9E/viewform?usp=send_form

Data Analysis
After Ive been collecting the data and some opinions from students,
mothers co-worker, and other freinds by using online survey and asking them
in person. The project survey has 5 questions; do you own any street vehicles,
what do you think about this project, scale the level of achievement that will
work in public, The information below will show the data analysis in each
question.

I can see that there are 75.5 percent who says they have street vehicles and
24.5 percent who dont have any street vehicles.Thereofre, there are 51
percent in the different.
What do you think about this project?
most of the people give responses to this project that it was very innovative,
interesting, and useful idea to build the Musical Road to prevent car users
from accidents and boredom, but also some of them give the responses that
they want more deeper information about this project. From this infromation I
can see that people who own their street vehicles tend to see this project
more valuable for other street vehicle users

Business Proposal: Musical Road

For the Scale of the level of achievement that they think this project will work
in public the scale of 4 is the highest choice (35.7%)that people choose follow
by 3 (34.7%), 5 (15.3%), 2 (8.2%), 1 (6.1%) respectively. We can see that the
scale of achievement since 3 to 5 is the most choices that people who do the
survey choose. So, there are quite a high possibility to success in this project.
Which route do you think we should build the Musical Road or a long
route that has a high rate of accident in traffic?
The routes that are suited to build Musical Road are long route, and high rate
of accidents. They are the places that many street users will speed up their
vehicles and think that it is safety. Most of the routes are Asia route number
32, Salaya route, Pai route, and Ratchada route. Others routes on highway
such as Mit tra pap road (Pakchong to Korat),Express way from Bangkok to
Chonburi, Burapha Vithee express way, ratchayothin fly over and route near
shopping malls.
Any suggestion about Musical Road Project?
For any suggest some of them request for song that will use for Musical Road
such as Thai conservative song, Thai national song, and Hit Songs. They also
ask for more information and suggest other place to explore to build Musical
road.

Marketing Plan
After collecting opinions from street users which are muids students,
students from other schools, mothers co-workers, and members of my family
about the project, most of the results support this project.
The target group of Musical Road project is Thai governments including
provincial and capital ones, large campus universities such as Thammasat

Business Proposal: Musical Road

University, Chulalongorn University, and Mahidol University, and hospitals

such as siriraj, Bumrungrad,Bangkok hospitals.
The advertisement for this project would focus on interesting promoting
video clips, post them on popular social medium such as Facebook and
Youtube and play them in BTS trains. The videos will focus on making people
remember and want to try musical road by using popular actors and funny but
great substances and information. Also, I will make interesting posters to
promote the project. They can be both online posters and paper posters.
The sponsers for this project would be banks such as Kasikorn Bank,
Bangkok Bank and from universities such as Bangkok University and Rangsit
University.

References
1. Youtube. (2009) Piano stairs - TheFunTheory.com Rolighetsteorin.se. [Online] Available from:
https://www.youtube.com/watch?v=2lXh2n0aPyw [Accessed: 14 Oct
2015].
2. Wikipedia. (2010) Speed Bump. [Online]Available from:
https://en.wikipedia.org/wiki/Speed_bump [Accessed: 14 Oct 2015]
3. Groove encrusted asphalt to bring musical roads at the top of the
charts. (2008,
September 23). Retrieved November 23, 2015, from
https://gigdoggy.wordpress.com/2008/09/23/groove-encrustedasphalt-to-bring-musical-roads-at-the-top-of-the-charts/
4. Melody Roads - JAPAN. (2014, March 3). Retrieved November 23, 2015,
https://www.youtube.com/watch?v=gpM7VwGOEY8
5. Musical Road. (2015, November 14). Retrieved November 23, 2015, from
https://en.wikipedia.org/wiki/Musical_road
6. Geographic, N. (2014, December 15). Musical Highway. Retrieved
November 23, 2015, from https://www.youtube.com/watch?v=Uucy_blcSrg

Appendix
Market Survey Results
https://docs.google.com/spreadsheets/d/1UlnrtpiaBlXgpwzIHMYKxHGZmCUGK
vIhsSLKKHR_3oE/edit#gid=928582280