Karolyn Bolay Kelsey Hubbard

_________________________ ____________________________
Brittany Looke Mark Marshall
_________________________ ____________________________
Nathan Moyer Dr. Paul Weckler
_________________________ ____________________________

Prepared for U.S. Roaster Corp

Faculty Advisor: Dr. Tim Bowser

Spring 2011
Introduction
Roasting Innovation has prepared the following report for U.S. Roaster Corp to provide

them with all information concerning the development, including building and purchasing of

parts, of the 300 kilogram roaster. The team has also included the campaign and business

plans to allow U.S. Roaster Corp to see how this product will need to be marketed and how it

will affect their business.

Mission Statement

Roasting Innovations mission is to develop a 300 kilogram roaster that will be safe and

reliable with the ability to be easily reproduced. The team will accomplish this by redesigning

the drum and drive train components of the roaster. Materials used to build the roaster will be

chosen to maintain optimal quality of the product being roasted.

The business plan will outline the economic prospects of the 300 kilogram roaster.

Roasting Innovation will define and expand the market for an industrial sized roaster while

remaining in the middle of the price market for similar products. Communication with the

sponsor will be maintained throughout the entire designing and building process to be sure the

team produces an optimal product. Communication with customers will be maintained through

a series of surveys to evaluate satisfaction with the current product, as well as what changes

they would suggest.

Problem Statement

Roasting Innovation needs to design and produce a drum and drive train for a 300

kilogram roaster that can withstand temperatures up to approximately 600oF so as to reduce

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destruction of the quality of the roaster due to thermal expansion. The 300 kilogram roaster

needs to be able to roast exceptional coffee to the user’s taste, be easily reproducible, and

remain safe to operate.

Statement of Work

Scope

Roasting Innovation will complete the design, construction and marketing of a 300

kilogram roaster for U.S. Roaster Corp. Our work will include the construction of the drive train

and the rotating drum, which will withstand heating up to 600oF for roasting of 300 kilograms of

coffee beans and prevent compromising the operating of the roaster. It will also include the

marketing and promotion of the 300 kilogram industrial roaster to the company’s future and

current customers.

Location

The work for Roasting Innovation will be done mostly on the Oklahoma State University

campus within the computer laboratories provided by the Biosystems and Agricultural

Engineering department as well as the Agricultural Communications department. These labs

include computer labs as well as machine shops where we will build and test different drums

for the roaster. There will also be some machine work done by our client, U.S. Roaster Corp, in

Oklahoma City.

Time Period

The design process for the 300 kilogram industrial coffee roaster began in late August

of 2010 and the final product will be completed by April 28, 2011.

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Schedule of Deliverables

Table 1: Schedule of Deliverable

Deliverable Due Date

Mission Statement September 27, 2010
Problem Statement September 27, 2010
Detailed Report and Budget October 18, 2010
Competitive Analysis, Research, and Investigation October 22, 2010
Statement of Work October 29, 2010
Work Breakdown Schedule November 5, 2010
List of Tasks November 8, 2010
Fall Report December 7, 2010
Fall Presentation December 7, 2010
Website Completed December 15, 2010
Acceptance of Final Design December 17, 2010
First Prototype Completed February 28, 2011
Tests on Prototype Completed March 14, 2011
Final Design Completed March 21, 2011
Final Report April 25, 2011
Final Presentation April 28, 2011
Table 1: Schedule of deliverables

Standards

According to the Specialty Coffee Association of America (SCAA) when evaluating

green coffee beans (unroasted) there are two grades, premium and specialty. Specialty green

coffee beans should have a minimum of five secondary full defects. Secondary defects are

imperfections in the hull/husk or shell of the bean and can be caused by insect and water

damage. Other secondary defects include partially black, partially sour, or floating beans, and

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if the bean samples contain small or sticks. The green coffee beans should have no more than

10-12% moisture content. The roasted coffee beans should also meet the SCAA’s cup

evaluation of 80 points or above. Points are earned using a SCAA standard 16 point scale

which evaluates cups of coffee based on fragrance and aroma, flavor, aftertaste, acidity, body,

balance, uniformity, clean cup, sweetness, defects, and overall. Roasted coffee beans should

be roasted 8 to 24 hours of cupping. The entire roasting time for the coffee beans must be

between eight and twelve minutes and should exclude scorching and tipping of the beans.

Once the roasted coffee beans reach room temperature they should be sealed in air tight

containers until it is time for them to be cupped.

Coffee roasters should be operated at maximum temperatures ranging between 370°F

and 1000°C depending on the size of the load, and the beans are roasted for a period of time

ranging from eight to twelve minutes. Roasters are typically horizontal rotating drums that

tumble the coffee beans in a current of hot air. The coffee roasters usually operate a batch

mode, but sometimes operate as continuous systems. The air inside of the roaster is heated

either by a direct flame applied on the outside of the roaster or indirectly using a heater to pre-

heat the air before it is circulated through the drum.

Particulate matter, volatile organic compounds, organic acids, and combustion products

are the principle emissions from coffee processing. Particulate matter emissions from the

receiving, storage, cleaning, roasting, cooling, and stoning operations are typically ducted to

cyclones before being emitted into the atmosphere. Gaseous emissions from roasting

operations are typically ducted to a thermal oxidizer following particulate matter removal. Some

facilities use burners as thermal oxidizers to heat the roaster; however, separate thermal

oxidizers are more efficient because the desired operating temperature is typically between

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650°C and 816°C (1200°F and 1500°F), which is 93°C to 260°C (200°F to 500°F) more than

the maximum temperature of most roasters. Emissions from spray dryers are typically

controlled by a cyclone, which is used to cool emissions, followed by a wet scrubber, which

removed particulates from exhaust.

Acceptance

To be considered acceptable, the 300 kilogram roaster should be able to roast at least

300 kilograms of coffee beans within eight to twelve minutes at the standard temperature,

about 500oF. The roaster should be able to do this with minimal safety risks. If the roaster

contains excessive heat escape, hot spots, loose connections, or excessive pressure buildup it

will be considered unacceptable. The aesthetic design should resemble the previously design

roasters developed by U.S. Roaster Corp but may be altered with the consent of both U.S.

Roaster Corp and Roasting Innovation in order to improve overall appearance. The coffee

roaster must also meet all necessary industry standards.

Special Requirements

The first unique consideration is taste. Our group must consider the taste of the coffee

beans after they come out of the roaster. Another requirement to which we must pay attention

to is the relatively high temperatures. Our roaster will reach temperatures around 400 degrees

Celsius for about 15 minutes. Fifteen minutes is the approximate roasting time for coffee beans

to obtain the desired specialty roast. The next special requirement to be considered is the

ability of the roaster to mix the beans thoroughly. This must be accomplished while also

allowing for quick evacuation of the beans to prevent over cooking. We must also know how

the heating elements will affect the steel. The heating of the barrel will cause thermal

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expansion to occur and must be compensated for. If the expansion problem is not solved, the

roaster might lose beans and the efficiency will decrease. Another requirement is noise. Our

team will be evaluating different kinds of gears to decrease the noise. As is, the existing

roasters make quite a bit of noise with their straight cut gears. Lastly, our team must follow air

pollution standards in not only Oklahoma but the entire nation, specifically southern California,

where the regulations are much greater than the rest of the nation.

Work Breakdown Structure

1. 300 Kilogram Coffee Roaster

1.1 Drum

1.1.1 Calculate Dimensions

1.1.1.1 Volume

1.1.1.2 Thermal Expansion

1.1.2 Fin Design

1.1.2.1 Mixing Tests

1.1.3 Inlet and Outlet

1.1.3.1 Efficiency

1.1.3.2 Speed

1.1.4 Material

1.1.4.1 Safety Factor

1.2 Drive Train

1.2.1 Bearings

1.2.1.1 Size Bearings

1.2.2 Gear Set

1.2.2.1 Size Gears

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 1.2.3 Motor

1.2.3.1 Power Requirement

1.2.3.2 RPM Requirement

1.3 Marketing

1.3.1 Website

1.3.1.1 Design

1.3.2 Brochure

1.3.2.1 Photos

1.3.2.2 Information about Product

1.3.2.3 Design

1.3.2.4 Printing

1.3.3 Promotional Index Card

1.3.3.1 Information about Product

1.3.3.2 Design

1.3.3.3 Printing

1.3.4 User and Safety Manual

1.3.4.1 Photos

1.3.4.2 Information on Product Use

1.3.4.3 Design

1.3.4.4 Printing

1.3.4.5 Binding

1.4 Business

1.4.1 Executive Summary

1.4.1.1 Objectives

1.4.1.2 Mission

1.4.1.3 Keys to Success

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 1.4.2 Company Description

1.4.2.1 Company Locations

1.4.3 Product

1.4.3.1 Description

1.4.3.2 Competitive Comparison

1.4.3.3 Sales Literature

1.4.4 Financial Analysis

1.4.4.1 Financial Indicators

1.4.4.2 Break Even Analysis

Market Research

Introduction

Roasting Innovation has completed a competitive analysis of the coffee industry as part

of our research for the development of the 300 kilogram coffee roaster. Within our analysis,

Roasting Innovation discussed and addressed the issues of the industry analysis, technical

analysis, customers and buyers of the product, competitors and their resources, and the client

company as well as its resources. The analysis also shows many different patents that will be

useful in the designing of the drum, as well as different marketing techniques that could be

useful. Overall, the analysis shows the depth of the coffee industry and the variety of areas

that could affect the project.

Patents

Coffee Roasting Apparatus and Method – Patent 7143686 describes an industry coffee

roaster that includes a combustion chamber and roasting drum. The heating gases for the

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coffee beans recirculate through the combustion chamber to remove the coffee bean chaff.

Patent 7143686 is applicable to Roasting Innovation’s design because it represents an

alternative roasting drum design.

Coffee Roaster Drum Rocker Arm Roller Bearing System - Patent 7003897 describes

an industry coffee roaster which includes a coffee roaster drum and coffee roaster casing. The

casing is fitted with bearings journals to allow the drum to rotate horizontally. The invention

also contains notch fittings to keep the drum in place with the casing. This patent is applicable

to the design because it represents a way to control the thermal expansion. The patent

specifies that industry roasters should use cast iron while designing roasters; however,

Roasting Innovation will use stainless steel in its designs.

Method and Apparatus for Roasting Coffee Beans - Patent 6036988 presents a small

coffee roaster that uses heated air flow and drum rotation to roast coffee. This patent is

applicable to the design because air flow will be the preferred way to heat the coffee beans

and also alternative design on a roasting drum.

Fluidized Bed Coffee Roaster – Patent 5394623 describes a self-controlled coffee

roaster which monitors the coffee bean temperature. The roaster also injects water into the air

stream to quench the coffee beans when the roasting process is complete. This patent is

applicable to the design because it is offers a different perspective to roasting coffee beans.

Fluidized bed systems allow for controlled mixing and heating because these systems insert

small amounts of the product instead of heating the entire product all at once.

Coffee Roasting Process and Apparatus – Patent 5287633 presents an industry coffee

roaster that includes drum fins, shaft bearings, and a gear motor. This patent is similar to the

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client’s current product line and is applicable to the design because it allows for insight into

advantages and disadvantages of similar designs. This also would provide some insight on

how to control the thermal expansion of high end industry coffee roasters.

Dual shaft pan mixer – Patent 4758095 uses dual shafts with attached paddle mixers.

The shafts are connected to a worm gear which is then powered by a motor. The paddles also

contain shovels which help mix the solids. The rotations of the shafts are opposite directions,

while the areas of sweep overlap each other. This patent shows how dual shaft mixers can be

used for food processing methods.

Coffee Roaster – Patent 4691447 presents a coffee roasting drum that rotates on a

diagonal axis. The roaster uses air flow to heat the coffee beans. This patent is applicable to

the design because a diagonal axis drum allows for easy outlet flow. However, the heating of

the drum could be an issue for an industrial sized roaster.

Industrial Economy

The growth of coffee consumption around the world has caused an increase in the

coffee industry and the demand for coffee by consumers ever since it was first discovered in

Ethiopia around 600 AD. One of the main economic conditions that have directly affected the

industry is the changing dietary patterns by consumers and the emphasis on living healthier

(IBISWorld). Coffee is actually a healthy beverage for consumers and even can help lower the

risks of certain kinds of cancer, Type 2 diabetes, Alzheimer’s disease, and heart disease

(IBISWorld). This has directly affected consumers within the age group of 18 to 24-years old

because they are becoming more health conscious (IBISWorld).

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 The world price of crude oil is another economic condition that will affect the coffee

industry. It impacts the price of transportation, which in turn will affect the profitability of the

coffee industry (IBISWorld). This is a very important aspect of the industry because so many of

the industry’s inputs are from foreign markets (IBISWorld).

Also, the demand from grocery wholesalers, who form a crucial link to supermarkets,

supermarkets and grocery stores play a significant role in the economic conditions.

Wholesalers, who account for 73.2% of the market, are essential because they affect which

products make it onto the store shelves (IBISWorld). The supermarkets and grocery stores are

the direct link between producers and consumers; therefore, coffee producers need to

establish relationships with the supermarkets and grocery stores to gain competitive

advantages (IBISWorld).

The actual price of the green coffee bean crops is another important economic condition

for the coffee industry. The green coffee beans are the primary input into coffee production

(IBISWorld). This in turn also affects the profitability for producers, which has brought to light

the unethical treatment of growers in developing countries, which can affect the price of the

coffee beans. Sustainable and fair-trade production is a continuing issue within the coffee

industry (IBISWorld).

The coffee industry is growing at a consistent rate despite the global recession and by

2009, over 54% of Americans reported to drink at least one cup of coffee per day (IBISWorld).

The increase in the industry is expected to record an average annual growth of 1.8% and to

reach a total worth of $6.54 billion in the United States by 2010 (IBISWorld). By 2015, the

industry is predicted to grow at an average annualized rate of 2.0% while reaching a total

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worth of $7.22 billion (IBISWorld). Part of the increase in the industry is the increase in

consumption for health benefits but also there is a wider range of flavors available, which has

stimulated demand.

The supply of coffee beans is the foremost concern for the industry and plays an

important part in its current size and ability to grow. Coffee is grown in rich soil, primarily in

high altitude, tropical climates near the equator. The main countries which grow coffee beans

are Ivory Coast, Puerto Rico, Costa Rica, Mexico, Guatemala, Kenya, Colombia, Yemen,

Ethiopia, Brazil, and Indonesia. The primary coffee producer in the United States is Hawaii.

Coffee bean prices can be very unpredictable due to weather conditions that play an

important part in the profitability of the coffee industry (IBISWorld). For example, in 2007

production revenue fell 9.9% due to adverse weather conditions (IBISWorld). Ethical

consumerism plays an important part in the production of coffee beans. Out of the world’s

coffee, 50% is grown by small family growers in developing countries (IBISWorld). Many coffee

retailers and consumers today take into account the issue of fair-trade when buying or selling

coffee including Dunkin’ Donuts, Starbucks and McDonald’s (IBISWorld).

Over the last five years, the coffee industry has witnessed a 1.6% increase in the

number of coffee production establishments annually (IBISWorld). The employment increased

at a slower rate of 1.1% over the same period of time (IBISWorld). Also, the consumption of

coffee has grown from an average of 24.3 gallons of coffee per person per year in 2005 to 24.7

gallons per person per year in 2009 (IBISWorld). While this may not seem like an extreme

increase, it is still enough to play a significant role in the industry. Gourmet and imported coffee

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have also helped to increase the coffee industry. On average, 17% of the adult population

consumed a gourmet beverage, including tea or coffee, on a daily basis (IBISWorld).

Standards

The industry standards for the coffee industry, especially for coffee roasters, can range

into a variety of different categories and there are not any major or specific standards that are

required for the coffee roasters. Most of the standards refer to the beans and their quality.

There are two standard grades, premium and specialty (Specialty Coffee Association of

America, SCAA). According to the SCAA, beans should not have any primary defects and a

maximum of five secondary defects, which include parchment, hull or husk, broken or chipped

beans, insect damage, partial black or sour, shell, small stones or sticks, or water damage to

the beans (SCAA). The beans should have 10-12% moisture content. They should also meet

the SCAA’s cup evaluation of eighty points or above, which is based on a sixteen point scale

which evaluates eleven different coffee characteristics (SCAA).

The ethical treatment of workers is becoming a growing standard within the industry. It

is becoming more and more common for ethical treatment of workers, especially in developing

countries, to be a deciding factor in the production or purchasing of coffee. Ethical coffee

groups and lobby groups are developing and establishing new standards defining what is

considered unethical treatment of workers within the coffee industry (IBISWorld).

Regulations

The government regulations for the coffee industry are still developing because the

industry itself is still developing. However, some of the major regulations that could affect U.S.

Roaster Corp are air quality regulations. Many of these are done on a state or county level and

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there are not any on a federal level specifically for coffee roasters. Specifically in Sacramento

County, California, there are regulations on air quality and emissions due to coffee roasting.

Attached in Appendix B is the listing of all the specific regulations for this part of California that

will be a possible restraint for U.S. Roaster Corp.

Also, the environmental impact from the Environmental Protection Agency regulates the

food processing side of the industry. Many environmental regulations affect U.S. Roaster Corp

including the Clean Water Act, Clean Air Act, Pollution Prevention Act and the Resource

Conservation and Recovery Act (IBISWorld). However, these do apply more to the food

processing side of the industry including the grinding as opposed to the roasting. However, the

Pollution Prevention Act currently lacks the regulatory power need to encourage companies to

implement pollution prevention practices (IBISWorld.)

The regulation of public health and product labeling also affect the coffee industry. The

Food and Drug Administration (FDA) is the primary regulator of public health and product

labeling. The FDA requires that all of the coffee have the proper labeling that includes the

nutrition information and bears nutrient content claims as well as certain health messages

available to the consumers (IBISWorld).

Competitors

U.S. Roaster Corp has many competitors and some of these competitors have

resources that exceed those of US. One of the major competitors is Primo Roasting. Primo

Roasting was founded 26 years ago by Marty Curtis, and specializes in roaster rebuilding and

performance enhancement as well as afterburner design and fabrication. Primo Roasting is

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located in Rose Bud, Arkansas. Primo’s largest roaster is their PRI-265 which holds 310

pounds of green coffee beans. They use the Internet for their primary marketing strategy.

Another competitor that U.S. Roaster Corp faces is Has Garanti. Has Garanti is based

out of Turkey, and sells in 15 different countries; America, Canada, England, Australia, New

Zealand, South Africa, and Taiwan but most of their products are sent to Europe and African

countries. They were founded by Remzi Aydin in 1954. Their largest roaster is the HSR 180

which is considered one of their industrial roasters and it holds 180 kilograms (396.83 lbs.) of

green coffee beans. They use word of mouth and the Internet for marketing.

The third competitor is Ambex Roasters, and was founded by Terry Davis. Ambex sells

roasters, controls, equipment, maintenance, and also provides training. They are based in

Clearwater, Florida, and try to visit many trade shows. Their largest roaster is the Ambex YM-

120 and it holds up to 240 pounds maximum. They rely solely on word of mouth and the

Internet for their marketing.

Next is Diedrich Manufacturing. Diedrich is out of Idaho and is a family company. The

actual company was founded in 1980 but they were around before then. Diedrich attends

several industry events; four are on the schedule until September 2011. They rely heavily on

the tradeshows for their marketing. They have two series of roasters, the IR and the CR. Of the

IR series the largest is the IR-12 that holds 12 kilograms of beans. The CR series, on the other

hand, is quite a bit bigger. The largest that they have a picture of on their website is the CR-

350 which holds 350 kilograms but they do have drawings for up to the CR-490 which would

hold 490 kilograms (1080.27 lbs.) of beans.

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 U.S. Roaster Corp’s last competitor is Probat. They were established in 1868 but their

first roaster did not come out until 1920. They are located primarily in Germany but also have

companies in Italy, U.S. and Brazil. They advertise that they can process cocoa, nuts, malt,

and coffee. Probat publishes a magazine that began in 2006 called LEONARDO, which is their

major marketing strategy. They have even started to offer what they are calling environmental

friendly exhaust gas treatment. But, even with this treatment their roasters do not pass air

quality regulations in southern California. Probat has three different lines of roasters. First in

their Saturn line, the largest they have made so far, is the Saturn 4000 and it holds between

350-550 kilograms of beans. Second is the Neptune line, where their largest is the Neptune

1500 and it is stated to hold between 240-320 kilograms. Lastly is the Jupiter line, the largest is

the Jupiter 5000 which holds between 550-750 kilograms of beans.

Client Characteristics

Buying practices for US include purchasing metal from Boyd Metals, AF Co.,

Jorgensen, and Special Metal. While it is necessary to purchase some materials, U.S. Roaster

Corp prefers to, and primarily builds all of their equipment in house.

The current market size for US is $2.5 million each year. However, assuming every job

works out flawlessly, the potential market size could be up to $5 million each year. This means

that this year they will sell $2.5 million worth of their coffee roasters and rebuilding services.

After the finishing of the 300 kilogram roaster they expect their gross sales to expand to $5

million per year, therefore doubling their profit from sales.

U.S. Roaster Corp attends approximately two trade shows a year and has subscriptions

to several coffee industry magazines. U.S Roaster Corp obtains many of its product and

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rebuilding sales by going to trade shows but does not currently advertise in any of the coffee

industry magazines. Currently, U.S. Roaster Corp is selling to average sized corporations and

small startup companies, as well as to companies that are not directly associated with the

coffee industry, such as to Lowe’s corporate office. They plan to begin selling to big-name

coffee corporations such as Folgers and Starbucks by building larger, industrial sized coffee

roasters such as the 150 kilogram and 300 kilogram coffee roasters. The larger coffee roasters

would be more desired by the larger coffee corporations because they roast large amounts of

coffee every day to sell to their customers and a smaller sized coffee roaster would not be able

to keep up with the demand.

The main customers for the 300 kilogram coffee roaster will be coffee professionals.

They desire gourmet coffee and demand consistency in how their coffee tastes. They are food

service professionals who sell their coffee to loyal customers. The buying firms that would

purchase a 300 kilogram coffee roaster are companies such as Starbucks, Folgers, and some

hotel chains. These companies are picky and need their coffee to taste perfect, or at least

consistent. The owners and employees of the companies who would purchase a 300 kilogram

tend to be more affluent people who demand consistent, high quality taste in their coffee.

These companies often appeal to wealthier people, and sell their coffee as being the best.

The products produced by US are currently used solely to roast coffee beans. However,

it could also be used to roast nuts, other beans, and almost any other grain type food. There

are many different markets which a 300 kilogram coaster could be a part of, but US would

prefer to stay solely within the coffee market.

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 There are online resources such as Coffee Universe at coffeeuniverse.com. On this

site, coffee lovers can learn about coffee and they can also purchase coffee roasters and

various other coffee related machines. There is also market research available in coffee

houses and coffee providers’ stores. Some of the companies that US could market with would

be Java Dave’s, Starbucks, Seattle Coffee, Folgers, and some hotel chains. Additional market

research should be done with magazines. Roasting Innovation has already researched a list of

potential magazines available for US to advertise and market in. Some magazines that could

be used are Café Magazine, Coffee Explorer, Coffee Geek, and Coffee Review. These

magazines are primarily viewed by others within the coffee industry. Many coffee producers,

coffee roaster manufacturers, coffee retailers, and coffee consumers all look at these

magazines.

Environmental, Societal and Global Impacts

Southern California has more strict air pollution emission regulations than any other

area of the United States of America. Currently, there are not any roasters sold on the market

that are allowed to be operated in southern California because they exceed the more strict air

quality regulations. U.S. Roaster Corp plans to be the first company to build an industrial

coffee roaster which can legally operate in this area of the United States of America.

Comparisons of the Air Quality Standards can be seen in Appendix A.

Design Requirements

 Hold 300 kilograms worth of coffee beans

 Allow for a 30% volume clearance of open space in the drum after the coffee beans

have been roasted

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  Improve the exiting of the coffee beans from the roaster to the cooler

 Account for thermal expansion

 Maintain mixing standards so as to reduce over-, under-, and uneven roasting

 Needs to meet air quality standards in Southern California, the highest in the United

States of America

Alternative Design Concepts

Design 1: Hook Rotating Drum

In this proposal, the typical fin design would be replaced with horizontal hooks which

would be welded along the entire length of the drum. These hooks would pick up the beans

and then throw them in the air during each rotation. This would create a semi-fluidized motion

for the coffee beans and encourage even roasting of the coffee beans. On the back end of the

drum would be a screen. When the roasting is completed the screen could be moved along the

entire length of the drum, pushing all of the roasted coffee beans through the outlet of the

drum. This allows for quick evacuation of the coffee bean, again allowing for a more even

roasting.

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 Figure 1: Drum

Figure 2: Drum with Hooks and Axel

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 Figure 3: Assembly of Hook Rotating Drum Design

Design 2: Single Paddle Mixer

This design features the traditional roasting drum shape but it differs in mixing method it

uses. This proposal uses a single rotating paddle to keep the beans mixing and roasting

evenly. The paddle design will also be more efficient than the traditional rotating drum

designs. It will accomplish this by requiring a smaller power source to rotate the paddles. This

design will also feature a door at the bottom of the fixed drum. This allows for a faster exit for

the coffee which interns permit a more even roast of the beans. The barrel would be heated

one of two ways. The first possibility is to keep the current heating system in place. The

second option consists of feeding the hot air into holes cut into the bottom or top of the drum.

Either of these would be valuable options.

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 Figure4: Drum

Figure 5: Drum with Paddles

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 Figure 6: Assembly of the Single Paddle Mixer

Design3: Dual Paddle Fluidized Mixer

In order to offer optimal roasted coffee, the coffee must be evenly roasted through

fluidized mixing. However, the traditional design of an industry coffee roaster could be changed

slightly in order to accommodate for thermal expansion. Traditional roasters use coffee ovens

or drums that rotate on a horizontal axis. The dual paddle fluidized mixer is designed to more

efficiently mix the coffee beans while maintaining a similar aesthetic look to traditional roasters.

The design no longer encompasses a roasting drum, but instead relies on two shafts with

sweep paddles. The shafts are powered by gear sets and motors. The sweep paddles will be

offset on the two shafts to efficiently move the coffee beans. The roaster will be heated through

air flow coming from four nozzles that are placed at the top of the roaster. The coffee beans

enter from the inlet situated on top of the roaster. The coffee beans will then land on the

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sweep paddles. The sweep paddles will turn in opposite directions at 35 rpms. After the coffee

beans are roasted, the roaster doors will swing open and allow the coffee beans to fall onto the

cooler. This roaster will also contain a front face plate to allow for maintenance applications.

Figure7: Frame of Dual Paddle Mixer

Figure 8: Frame with Paddles

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 Figure 9: Assembly of Dual Paddle Mixer

Calculations and Testing

Calculations

Volume

Determining the volume, diameter, and length of the 300 kilogram drum are the first

calculations that need to be completed in order to come up with a basic drum design. The

drum’s volume was calculated using Equation 1. Using the 150 kilogram drum already

developed by U.S. Roaster, a rough estimate of the overall drum volume was determined. The

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diameter and length of the drum were then calculated using the volume. Equation 2 is to

calculate the volume of the dual paddle fluidized mixer.

𝜋
𝑉 = 4 ∗ 𝐷2 ∗ 𝐿 (Equation 1)

Where: V = volume of the drum (feet3)

D = diameter of the drum (feet)

L = length of the drum (feet)

Table 2. Diameter and length calculations based on the volume of the drum

Drum Volume Calculations

Diameter:

Diameter (feet) Length (feet) Length Volume (feet3)

4 5 1.250 62.8

4 4.5 1.125 56.52

1
𝑉 = ((𝜋 ∗ 𝑟 2 ) + (𝑠 ∗ 𝑑) + (2 ∗ ℎ ∗ (𝑠𝑇 + 𝑑))) ∗ 𝐿 (Equation 2)

Where: V = volume of the drum (feet3)

r = radius of the swing doors (inches)

s = side length of the drum (inches)

sT = side length of the top (inches)

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 d= internal distance (from side to side) of drum (inches)

L = length of the drum (feet)

Table 3. Volume Calculations of the Dual Paddle Design

Drum Volume Calculations

Side Length (in) Length Top (in) Radius (in) Length (in) Height (in) Distance (in) Volume (feet3)

19.5 19.5 12 54 13.8 51 60.8

20 21.5 12 54 14.1 51.3 78.3

The diameter: length ratio also needs to be considered. The design specifications

require the length of the drum to be no greater than 25% of the diameter. Therefore, based on

the calculations and specifications the proposed diameter and length of the drum is 4 feet and

4.5 feet, respectively. These results can be seen in Table 2. The dimension calculations for

the dual paddle fluidized mixer can be seen in Table 3.

Thermal Expansion

Changes in temperature cause metal to contract and expand. The amount of expansion

due to temperature increases is dependent upon what type of metal is subjected to the heat.

When a metal such as stainless steel is heated it can expand considerably, while cast iron

expands a relatively small amount. This can become a serious design issue with coffee

roasters because they can reach temperatures up to 1000 oF. Special design requirements

must be met in order to build a large, industrial coffee roaster which can function properly at

these temperatures. In order to take in account the thermal expansion in the coffee roaster

Page | 27
 design, the amount of expansion must first be calculated. The thermal expansion can be done

using Equation 3.

∆𝐿 = 𝑐 ∗ 𝐿𝑖 ∗ (𝑇𝑓 − 𝑇𝑖 ) (Equation 3)

Where: ΔL = the change in length due to thermal expansion (inches)

c = coefficient of thermal expansion (/Fahrenheit)

Li = initial length of the drum before the temperature change (inches)

Tf = the final temperature (Fahrenheit)

Ti = the initial temperature (Fahrenheit)

Using Equation 3, the results for the amount of thermal expansion that is calculated

when heating chromium stainless steel, alloy steel, stainless steel, and carbon steel up to

1000oF can be seen in Table 4.

Table 4. Change in length calculations based on the thermal expansion of different

materials.

Thermal Expansion Calculations

Material Lengthi (in) Temperaturei (oF) Temperaturef (oF) Coeff. (/oF)* Change in Length (in)

Cr Stainless Steel 54 70 1100 0.00000663 0.382

Alloy Steel 54 70 1100 0.00000722 0.416

Stainless Steel 54 70 1100 0.0000103 0.594

Carbon Steel 54 70 1100 0.00000797 0.460

*Coefficients were obtained from Hose Master, LLC at http://www.hosemaster.com/products/technical/thermalexpansion.php.

Page | 28
 Based on the information in Table 6, the material which provides the least amount of

thermal expansion is the chromium stainless steel. The material which has the largest amount

of expansion due to temperature change is stainless steel. A cost analysis must be done in

order to determine whether the cost addition of reducing thermal expansion is necessary.

Tests to be Conducted

Test #1 Mixing

We will test the mixing of the beans once we develop a new fin design. We will paint the

beans several different colors according to where they are placed in the drum. We then will

rotate the drum to see if the beans mix well with the new fin design. Mixing is important to

prevent under or over cooking and uneven cooking of the beans.

Test #2 Uniform Heating

We will test the uniformity of the heating of the coffee beans. Uniform heating is

necessary for quality roasting in order to avoid uneven bean roasting. It also helps prevent

under roasting and over roasting. We will test the heating by placing thermocouples around

the drum and test to see how much the temperature varies.

Test #3 Pressure

We would like to increase the pressure inside the drum slightly in order to improve the

overall efficiency of the roasting. This may be done by the addition of low levels of Nitrogen

into the drum. Nitrogen would be used to create a more anaerobic environment for reasons

discussed in Test #8 Anaerobic.

Page | 29
Final Prototype Design

After consulting with US Roaster Corp, Roasting Innovation decided to move forward

with Design 2: Single Paddle Mixer.

Drum Specifications

One of the most important features of US Roaster Corp’s roasters is their drum.

However, in our design we decided to rotate the center shaft instead of the drum, which makes

the drum in our design much less important. The drum is 54 inches long and has a 48 inch

inside diameter. The design requirements for the drum include developing a way to keep the

drum as close to round as possible, even after years of use. This was accounted for by

manufacturing and attaching rings on the outside of the drum made of thick steel that will be

resistant to bending for a long period of time. The second design requirement for the drum

deals with creating an opening at the bottom for the belly dump style door. The door is further

explained in detail later in this section of the report.

Figure 10. Solidworks Drawing of 300 Kilogram Drum

Page | 30
Shaft Specifications

The shaft consists of a circular rod. The length of the shaft will be 58 inches and the

diameter of the shaft is 3 inches and the end being keyed to 2 inches to fit the gearbox. The

paddles and gearbox will be connected to the shaft. The shaft will be inserted inside the drum

and driven by an electric motor. The shaft will be made out of mild steel for the prototype, but

will need to be made of stainless steel for the actual application. The shaft will rotate at a

speed of 35 rpm to 44 rpm. The shaft had to be designed to be support the paddles and coffee

beans.

Figure 11. Solidworks Drawing of 300 Kilogram Roaster Center Shaft

Page | 31
Paddles Specifications

The paddles consist of an assembly of parts. The assembly consists of the fin, the fin

rod, and the fin base. The fin is the end of the total assembly and constitutes all of the mixing.

The fin rod connects the fin to the fin base. It also is machined with holes that make the

overall paddle height adjustable. The fin base connects the fin and fin rod to the drive shaft. It

also has holes machined to allow for the height adjustment. The holes in the fin base and rod

had to be specifically located so that the height of the entire paddle assembly could be

shortened and lengthened by a 1/8 in. The fin is made from thin sheet metal and has a much

larger surface area that the other two paddle parts. Its surface area is larger to accomplish the

appropriate bean mixing that was desired by our client. The fins are also curved; this

curvature allows for the beans to be cycled from the outsides to the inside of the drum. Most

of the fins, unlike the fin bases and rods, were designed in different shapes. This was done to

permit the clearances needed for movement. The fins also have a rounded top, this feature

allows for a smaller gap between the drum and paddle assembly.

Figure 12. Solidworks Drawing of Paddle Design

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Door Specifications

The door used to dump the beans in this roaster design is one of the major differences

of this roaster from the other roasters the US Roaster typically builds. US Roaster usually has

a door on the front face of the roaster which slowly dumps the beans into a cooler. This causes

the beans in the back of the roaster to be roasted longer than the beans which exit first at the

front of the roaster. The belly dump door design allows for all of the beans to exit the roaster at

the same time, allowing for more even roasting. The door opens along the long side of the

roaster and swings open with the assistance of hinges and pneumatic cylinders. The

pneumatics allow for complete control of the closing and opening of the door.

Figure13. Solidworks Drawing of Belly Dump Door Design

Page | 33
Drive Train Specifications

The drive train consists of a variable speed drive (GS2-4010), electric C-Face motor

(Baldor CEM3311T), and a gearbox (Quantis CUSTOM BB883CN210TC).

Automation Direct GS2-4010 specifications include:

CATALOG NUMBER GS2-4010

MOTOR RATING [HP] 10

RATED OUTPUT CAPACITY [kVA] 13.7

RATED INPUT CURRENT [A] 23

RATED OUTPUT CURRENT [A] 18

WEIGHT [LB] 8.5

Figure 14. Automation Direct Variable Speed Drive

Page | 34
Quantis CUSTOM BB883CN210TC specifications include:

CATALOG NUMBER BB883CN210TC

PRODUCT CATEGORY RIGHT ANGLE HELICAL-BEVEL

PRODUCT TYPE RHB

MOTOR TYPE NEMA

MOTOR FRAME 210TC

INPUT SPEED [RPM] 1750

RATIO 34.4

OUTPUT SPEED [RPM] 51

OUTPUT MAX TORQUE [IN-LB] 14604

SERVICE FACTOR 1.00

MAX INPUT POWER [HP] 11.79

OUTPUT CONFIGURATION FOOT MOUNTED

WEIGHT [LB] 169

Figure 15. Baldor Gear Reducer

Page | 35
Baldor CEM3311T specifications include:

CATALOG NUMBER CEM3311T

SERVICE FACTOR 1.15

OUTPUT [HP] 7.5

SPEED [RPM] 1770

FRAME 213TC

FL EFFICIENCY [%] 91

WEIGHT [LB] 120

Figure 16. Baldor Electric Motor

Complete specifications tables are attached in Appendix E.

Page | 36
Pneumatic Specifications

Figure 17. Pneumatics System Connected to the Drum Door

The pneumatic system in the project was used to open and close the belly drop door.

The system consisted of two pneumatic cylinders with a 2.5 in. bore and a 10 in. stroke, two

mufflers, a directional control valve, ¼ in. plastic tubing, and several fittings to connect

everything. The cylinders were used to do the actual work in open and closing the door. The

directional control valve was used to control the motion of the cylinders. The mufflers control

the speed at which the door opens and can be adjusted to allow the door to open faster or

slower. The tubing and fittings are used to connect all of the pneumatic components together.

We did not supply a compressor; rather we used the supplied shop air. The systems operating

pressure is 100 psi.

Page | 37
Media and Communications

1. Campaign Problem

U.S. Roaster Corp needed a change in their marketing campaign to provide a

more uniform and appealing campaign materials. Many of their current materials are

outdated and have an overwhelming amount of information on one element.

2. Previous Campaign Material

U.S. Roaster Corp previously had promotional brochures, a logo, website,

business card and a product label for their campaign materials. U.S. Roaster Corp was

open to new promotional campaign materials such as a user manual and to all other

campaign revisions besides altering its current logo. The company felt that they had

already built up brand recognition with their current logo and did not want to lose that

brand recognition.

After evaluating the company’s previous campaign materials, many of them did

not have a set color scheme that went along with the logo, differing text fonts, and

unexplained graphics. The previous brochure was also outdated and contained

information that needed to be updated. The information was also presented in an

unorganized manner that made the brochure difficult to read and follow. Also, many of

the pictures were of a poor quality and needed to be changed to provide a more

professional appearance to potential customers. Ultimately, a decision was made to

update, modernize and re-evaluate the brochure for the 300 kilogram roaster and to

provide a new user manual, business card, and specifications sheet.

Page | 38
3. New Campaign Elements

We created a new campaign that had a specific color scheme to show

cohesiveness between the company and all of their campaign materials, especially their

current logo and website. We began this process initially by using the logo and a

starting point and building the other materials around it.

Website

Roasting Innovation has developed a team website to promote the work done on

the 300 kilogram roaster as well as the promote aspects of the marketing plan. This

helps with the visibility of the product. This website was built for the purpose of

promoting our team design, but U.S. Roaster Corp may use it in the future on their

website.

Specifications Sheet

Roasting Innovation has developed a specifications sheet to be used to give the

specifics of the coffee roaster. It allows U.S. Roaster Corp to adequately discuss the

details of the roaster with their customers. It will include the same fonts and color

scheme as the rest of the campaign materials to provide a uniform look to all campaign

materials for the 300 kilogram roaster. We are not planning to have the specifications

sheet specially printed so that U.S. Roaster Corp can easily print the sheet as they need

it for their customers and clients. A copy of the specifications sheet can be seen in

Appendix E.

Page | 39
Brochure

A promotional brochure was also developed for the marketing campaign. The

brochure explains the new coffee roaster and the capabilities of the roaster, as well as

how it can improve current roasting processes. Also in the brochure, we decided to

include the product and services offered by the company as well as the history of the

company. We also decided to make the promotional brochure a mailer so if our client

chose to send the brochure to current customers, it would be more affordable to mail.

The brochure will be sent out to customers, along with the specifications sheet. It will

also be used at trade shows, conferences and other industry gatherings. The brochure

was created to be 14 inches long and 8.5 inches wide, which allows the document to be

printed on one sheet of standard legal size paper. The finalized promotional brochure

can be seen in Appendix F.

User and Safety Manual

We decided to build all of the campaign materials and their color scheme off of

the current logo that U.S. Roaster Corp is using. Also, we developed a user and safety

manual on how to use the coffee roaster was developed for customers and purchasers

of the 300 kilogram roaster of U.S. Roaster Corp. Our client’s safety and user manual

also goes along with the color scheme, texts, and design concept as the promotional

brochure. We included the following information in the manual to provide general

information to the customer on how to operate the roaster. We include operational

requirements, general safety, pre-operations, operation, post operation, technical data,

hazard analysis, applicable standards and applicable regulations. The user and safety

manual will be standard paper size of 8.5 inches wide and 11 inches long. This will

Page | 40
 allow our client to print the manual easily and will also make the manual to be bound

like a book easily as well. The unbound version of the user and safety manual can be

seen in Appendix G.

Business Card

Our final aspect of the campaign material is a business card that goes along with

the color scheme, texts, and design concepts as well. The business card will be used

along with the promotional brochure to present a united and uniform campaign for the

300 kilogram roaster and U.S. Roaster Corp. A copy of the business card can be seen

in Appendix H.

4. Campaign Elements Cost

The communications and campaign plan consists of three elements that need to

be printed. All elements can be printed from FedEx and prices were found at fedex.com.

The promotional brochure can be printed for $199.99 for 250 brochures and can be

mailed for $0.44 cents each, according to the United States Postal Service website.

The user and safety manual can be printed for $19.95 each. And the business

card can be printed for $19.99 for 250 business cards.

Page | 41
Business Plan

1. Executive Summary

U.S Roaster Corp has been developing larger roasters to appeal to an increased

market. They have encountered a few problems with thermodynamics which they have

asked Roasting Innovation to help with. Roasting Innovation needs to design and

produce a drum and drive train for a 300 kg roaster that can withstand high

temperatures. The 300 kg roaster needs to be reliable, easily reproducible, and remain

safe to operate.

1.1. Objectives

U.S. Roaster Corp expects that this product will raise approximately 3 million

dollars per year for their company.

1.2. Target Customers and Market Analysis

Currently, U.S. Roaster is selling to middle income and wealthy corporations.

These companies are not always associated with the coffee industry. They plan to begin

selling to big-name coffee corporations. In order to attract the bigger companies into

buying their products they are beginning to move away from the smaller roasters on

their line, and trying to build bigger roasters which the big name coffee companies

would be more interested in buying. The customers for the 300 kilogram coffee roaster

will be coffee professionals. They desire gourmet coffee and demand consistency in

how their coffee tastes. They are food service professionals who sell their coffee to loyal

customers.

Page | 42
1.3. Positioning, Value Proposition (Benefits)

Since the roaster is going to be twice the size of U.S. Roaster Corp’s largest

current roaster the clients that use this roaster will be able to roast twice as much in the

same amount of time. This will be very beneficial for growing companies. We hope that

the 300 kilogram roaster will be consistent with the roasters that our clients have

currently. This will in able an ease of transition from the current roaster to the new 300

kilogram roaster.

1.4. Features

 Superior Mixing

 Belly Dump for quick evacuation of beans

 Front door for easy cleaning

 Available for Revelation upgrade

 Easy to follow user manual

1.5. Sales and Marketing Strategy

Our target audience will be reached in a variety of ways. There is a fully

functioning website that will include ordering information. Representatives from U.S.

Roaster Corp will be attending many trade shows throughout the year to give

demonstrations and provide advertising. There will be a brochure dedicated to the 300

kilogram roaster specifically. Customers can also call the U.S. Roaster Corp office to

obtain information about the different roasters and services that they offer.

Page | 43
 1.6. Financial/Business Case

Rough estimates show that we could sell approximately 5 roasters per year. This

is a conservative estimate. At $ 300,000 we would be forecasting approximately

$1,500,000 in revenue per year.

1.7. Competitive Products

U.S. Roaster Corp is completely American made unlike most other coffee roaster

manufacturers. They also have very quality products for the price customers pay. Their

knowledge of the industry and the experience rebuilding other company’s roasters put

them above the competition.

Competitors:

1. Primo Roasting- PRI-265 holds 310 lbs. of green beans

2. Has Garanti- HSR-180 holds 390 lbs. of green beans

3. Ambex- YM-120 holds of 240 lbs. of green beans

4. Diedrich Manufacturing- CR-490 holds 1080 lbs. of green beans

5. Probat- Jupiter 5000 holds 1650 lbs. of green beans

2. Target Customers

U.S. Roaster Corp targets their previous customers for return business. For

secondary customers U.S. Roaster Corp relies on word of mouth and the internet to refer

people to them. Roasting Innovation has compiled a list of U.S. Roaster Corporation

customers whom were contacted to complete a survey on their preferences including their

current roasters (Table 5).

Page | 44
 What is somehting that Would you buy another
What do you value most If you had to change one thing
Customers Contact Person Roaster Purchased Contact Number When Contacted you wouldn't change roaster from U.S.
about your current roaster? what would it be?
about your roaster? Roaster Corp? Why?

Likes to be able to roast

Mostly roasts with Deidrich and cool at the same time Yeah, if they could be up
Temperature readout, wants as
Broadway Café Jon Cates Sample Roaster 816-679-5897 11/17/2010 roaster ease of and likes to roast smaller to the standards of
many probes as possible
maintenance batches than what the Deidrich
max is.

Way its fabricated- out of Yes, good service and More user friendly computer
Charlie Bean Charles Mangus 5 Killogram Roaster 405-642-5964 11/29/2010 Druability
solid steel very reliable screen

Looks nice and roasts good

Down East Coffee Terry Montague 12 Killogram Roaster 506-576-9292 11/29/2010 Energy efficient Yes, nice people Needs to mix better
tasting coffee

Improve the software and

automation. The roaster software
First Light Coffee Yes, very good quality is supposed to be able to monitor
Walt Manchester 12 Killogram Roaster 207-655-1196 11/17/2010 automation (PLC) Anything
Roasters and really nice people temperature and adjust the gas to
the profile but it doesn’t really
work

11/17/2010 Left Easier maintenance entry points,

Forestdale Coffee David Edwards 3 Killogram Roaster 423-677-1473 Energy efficient Looks nice Yes, good people there
Message mixing could be better

Maintenance is a little difficult.

They get lots of use out of Yes, they are nice and
Mystic Coffee Roasters Sharon Hepburn 5 Killogram Roaster 781-420-2344 11/29/2010 the fuel is gas Getting to certain places is not
it. easy going
easy.

The entry and exit panels get

Yeah, they are easy to gummed up and are hard to clean.
B. Osborn & H. Looks really nice, and deal with, low cost for There is not good access to under
Red Rooster Coffee Co. 3 Killogram Roaster 540-797-3746 11/17/2010 airflow monitor
Polseno energy efficient what you get and the drum, there are 2 bolts and
American made they get really hot. Basically have
to wait to the next day.

Recirculating air, all Yes, they have good Make it easier to clean the catalyst
Roastmeisters Coffee David Fullerton 12 Killogram Roaster 508-756-9446 11/17/2010 environmentally friendly
electric services without big machinery

Depending on the future

Steve any change that is for the
Serenus Coffee & Tea 5 Killogram Roaster 416-727-7209 11/17/2010 Don’t use it right now product, if good then Better bean mixing
Souphanthoung better
yes

Table 5: List of customers, contact information, and questions they were asked.

3. Target Users

The primary users of this product will be larger coffee houses and roasting factories.

The people who will use the machine will monitor the temperature and capacity throughout

the roasting process. This product will help smaller coffee houses grow tremendously

Page | 45
 through the exponentially larger capacity of the roaster. Being more energy efficient and

cost efficient will also help the smaller business grow when they use this product.

4. Product Description & Positioning Statement

For the owner of coffee houses who would like to grow their business with a larger

roaster, U.S. Roaster Corp with their 300 kilogram coffee roaster is a roasting product that

is highly energy efficient, cost efficient, American made, and comes with a company that

has a high level of expertise in the rebuilding/manufacturing coffee roasters. Unlike Probat

or Deidrich, we are the only roaster company that is able to pass air quality standards in

Southern California.

4.1. Business Problem, Product Concept and History

U.S. Roaster Corp’s customers value the fact that the roaster is American made

and energy efficient, but they have been experiencing a few problems with the mixing of

the beans. U.S. Roaster Corp currently uses fins inside of their roasting drums to

facilitate mixing but Roasting Innovation feels like these can be vastly improved with a

few different designs which were presented to U.S. Roaster Corp. The outcome of this

meeting was that U.S. Roaster Corp felt the changes were unnecessary and too

different than their current line of roasters. This prompted Roasting Innovation to rethink

the designs and come up with a design that stayed consistent with U.S. Roaster Corp’s

current roasters but also would benefit the mixing of the coffee beans.

4.2. Key Messages & Main Benefits:

The new roaster design will facilitate greater mixing and a more even roast of the

coffee beans. A new method for emptying the beans will also be implemented. The

effect of this will be increased precision in timing of the roasting. The empting or “belly

Page | 46
 dump” method will allow for all of the beans to exit at one time instead of in short waves

or bursts. This aspect is something that no other roaster manufacturing company has

implemented. Although this will be new to the market after marketing and sales

descriptions this method will be used in increasing numbers throughout the industry.

4.3. Features, Functions, & Benefits:

Feature Function

Mixing Fins This feature will facilitate increased mixing and a

more fluidized motion of the beans for an even

mixing

Belly Dump This will allow for expedient release of the beans

to prevent burning

Front Door The front door will help with the cleaning process

and any maintenance that needs to be done

Revelation style This is the most energy efficient and environment

friendly roaster on the market

User Manual The user manual will have easy to follow

instructions for first time users.

Table 6. Description of functions of each of the design features.

5. Market Data, Competitive Products, and Analysis

U.S. Roaster Corp has examined the current market and its competitors and feel

as though this is the opportune time introduce a larger roaster. Most of their competitors

have larger roasters that have been very profitable for each company. U.S. Roaster

Corp knows that their new 300 kilogram roaster will be welcomed into the market and

Page | 47
 increase profits for the company. Roasting Innovation has already analyzed our

competitors (Table 7)

5.1. Competitive Strengths, Weaknesses & Response Statements

Primo Roasting

Strength- Low Cost

Weakness- Poor Quality

Has Garanti

Strength- Nice Looking Equipment

Weakness- Based in Turkey so maintenance is difficult

Ambex

Strength- Attractive website and training courses available

Weakness- Small company with not well developed marketing

Deidrich

Strength- Have some very large roasters

Weakness- Don’t have any roasters that can pass air quality standards in

California

Probat

Strength- Years of experience and brand loyalty

Weakness- Cast iron fronts are very expensive to replace if cracked

Page | 48
 Companies vs. Accessed on and Years Industry Events Marketing
Located Largest Roaster Focus Strengths Weaknesses Opportunities
Criteria from manufacturing per year Stragegies

Most
10-6-2010 from PRI-265 holds Rebuilding and
Rose Bud, Internet and opportunitites
Primo Roasting www.primoroast 26 years 310 lbs of green 0 performance Low cost Poor Quality
Arkansas word of mouth are related with
ing.com beans enhancement
rebuilding
Attend trade Foreign
10-6-10 from HSR-180 holds Coffee grinders, Europe and
shows, internet, Nice looking company so
Has Garanti www.hasgaranti. Turkey 54 years 390 lbs of green 6 roasters, and countries that
and word of equipment maintenance is
com.tr beans afterburners are closer
mouth complicated
Attend trade Attractive Small company
10-6-10 from YM-120 holds of Smaller roasters With marketing
Clearwater, shows, internet, website and with not well
Ambex www.ambexroas 240 lbs of green 3 and they could get
Florida and word of training courses developed
ters.com beans maintenance more business
mouth available marketing
Attend trade Don’t have any Once they catch
10-6-10 from CR-490 holds Roasters and
Diedrich shows, internet, Have some very roasters that can up with the PLC
www.diedrichro Ponderay, Idaho 30 years 1080 lbs of green 5 also coffee
Manufacturing and word of large roasters pass air quality control system
asters.com beans production
mouth standards in CA they can expand
Cast iron fronts
Produce own
10-6-10 from Jupiter 5000 Years of are very They have
Hamburg, Roasters and magazine,
Probat www.probat.co 100 years holds 1650 lbs of 10 experience; expensive to already
Germany training courses attend trade
m green beans brand loyalty replace if expanded
shows, internet
cracked
Quality products Expanding into
Revelation 300 and the larger
U. S. Roaster 10-8-10 from Dan Oklahoma City, Rebuilding and Word of mouth Not very long
6 years holds 660 lbs of 3 maintenance, market.
Corp. Jolliff Oklahoma manufacturing and internet manufacturing
green beans knowledge of Revelation in
industry South California.

Table 7: Competitors and comparisons

6. Financial Data/Business Model

6.1. Pricing

The 300 kilogram roaster will be priced at $300,000. This price will include installation.

6.2. Financial Projections

Projected costs were derived from rough pricing of the inputs needed to manufacture the

roaster (Tables 8-11). Costs do not include labor and wages. The sales projection is based on

the current sales of the other large roasters (Table 12).

Page | 49
 Machine Materials List
Component of Price per Number of
Machine Material Unit Units Total
Drum
Stainless Steel $ 1.51 150.6 $ 227.63
Bearing $ 48.75 1 $ 48.75
Welding $ 49.00 1 $ 49.00
Hinges $ 18.00 4 $ 72.00
Front Plate
Stainless Steel $ 1.51 267.21 $ 403.89
Back Plate
Stainless Steel $ 1.51 267.12 $ 403.75
Rings
Stainless Steel $ 1.51 5.52 $ 8.34
Drive Train
Engine $ 1,500.00 1 $ 1,500.00
Variable Speed
Drive $ 279.00 1 $ 279.00
Gear Drive $ 2,500.00 1 $ 2,500.00
Pneumatics $ 450.00 1 $ 450.00
Paddles
Stainless Steel $ 1.51 123 $ 185.91
Bolts $ 1.39 50 $ 69.50
Drive Shaft
Stainless Steel $ 720.90 1 $ 720.90
Stand
Square Tubing 4.68/2ft 41 $ 191.88
Total $ 7,110.56

Table 8: Engineering Costs

Testing Materials List

Number
Test Material Price per Unit of Units Total
Mixing Test
Paint or Dye $ 5.00 4 colors $ 20.00
Total $ 20.00

Table 9: Testing Cost

Page | 50
 Maketing Materials List
Component of Number
Maketing Unit Price per Unit of Units Total
Brochure
Printing 199.99/250 1 $ 199.99
User Manual
Printing $ 19.95 250 $ 4,987.50
Business Cards
Printing 19.99/250 1 $ 19.99
Total $ 5,207.48

Table 10: Marketing Costs

Total Cost of Materials

Materials Cost
Machine Materials $ 7,110.56
Testing $ 20.00
Marketing $ 5,207.48

Total $ 12,338.04

Table 11: Total projected costs of production

Sales Projections
Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10
Coffee Roaster Unit 1 2 3 4 5 5 5 5 5 5
1 2 3 4 5 5 5 5 5 5
Gross Sales Projection
Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10
Coffee Roaster
Total Volume 1 2 3 4 5 5 5 5 5 5
Price/Unit $300,000 $300,000 $300,000 $300,000 $300,000 $300,000 $300,000 $300,000 $300,000 $300,000
Gross Sales $300,000 $600,000 $900,000 $1,200,000 $1,500,000 $1,507,500 $1,515,038 $1,522,613 $1,530,226 $1,537,877

TOTAL GROSS SALES $300,000 $600,000 $900,000 $1,200,000 $1,500,000 $1,507,500 $1,515,038 $1,522,613 $1,530,226 $1,537,877

Production Expense
Coffee Roaster $8,363 $16,726 $25,089 $33,452 $41,815 $42,024 $42,234 $42,446 $42,658 $42,871
TOTAL VARIABLE EXP. $8,363 $16,726 $25,089 $33,452 $41,815 $42,024 $42,234 $42,446 $42,658 $42,871

Table 12: Sales Projections

Page | 51
7. Product Team (Roles and Responsibilities)

Faculty Advisors

Dr. Tim Bowser FAP-C [email protected]

Dr. Rodney Holcomb FAP-C [email protected]

Team Leader

Brittany Looke Engineer [email protected]

Team

Karolyn Bolay Communications [email protected]

Kelsey Hubbard Business [email protected]

Mark Marshall Engineer [email protected]

Nathan Moyer Engineer [email protected]

Page | 52
 Works Cited

Primo Roasting Equipment. Web. 6 Oct. 2010. http://www.primoroasting.com/

Has Garanti Coffee Roasting Machinery - Home. Web. 6 Oct. 2010.

<http://www.hasgaranti.com.tr/>

Davis, Terry. Ambex Coffee Roasters, Coffee Roasting Equipment and Roast Control. Web. 6

Oct. 2010. http://www.ambexroasters.com/

Diedrich Manufacturing. Web. 6 Oct. 2010. http://www.diedrichroasters.com/

Probat: Home. Web. 6 Oct. 2010. http://www.probat.com/

U.S. Roaster Corp. Web. 6 Oct. 2010. http://www.usroastercorp.com/

Boyd Metals Web. 12 Oct. 2010. http://www.boydmetals.com/

Earle M. Jorgensen Company ® - EMJ - Distributor of Metal Bars, Tubular Products, and Plate.

Web. 12 Oct. 2010. http://www.emjmetals.com/

"Welcome." Home. Web. 12 Oct. 2010. http://www.albrightsteel.com/html/welcome1.html

Afco Industries. Web. 12 Oct. 2010. http://www.afco-ind.com/

BlackMax: Home. Web. 12 Oct. 2010. http://www.blackmaxtools.com/

IBISWorld. Web. 6 Oct. 2010. http://www.ibisworld.com

Specialty Coffee Association. Web. 15 Oct. 2010. http://www.scaa.org

National Coffee Association. Web. 15 Oct. 2010. http://ncausa.org

Page | 53
Coffee Fest. Web. 15 Oct. 2010. http://www.coffeefest.com

Tea and Coffee Trade Journal. Web. 15 Oct. 2010. http://www.teaandcoffee.net

Roast Magazine. Web. 15 Oct. 2010. http://roastmagazine.com

Fresh Cup Magazine. Web. 15 Oct. 2010. http://www.freshcup.com

Coffee Talk. Web. 15 Oct. 2010. http://www.coffeetalk.com

American Coffee Corporation. Web. 15 Oct. 2010. http://www.amcof.com

International Coffee Organization. Web. 15 Oct. 2010. http://www.ico.org

European Coffee Federation. Web. 15 Oct. 2010. http://www.ecf-coffee.org

Tea Association of the USA. Web. 15 Oct. 2010. http://www.teausa.com

Italiancook.ca. Web. 4 Dec. 2010. http://www.italiancook.ca/origins-coffee.htm#item1

Coffeesearch.org. Web. 4 Dec. 2010. http://www.coffeeresearch.org/coffee/scaaclass.htm

Page | 54
Appendix A – Solid Work Drawings

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Appendix B – Scientific Literature

Page | 56
Appendix C – Patents

Page | 57
 Appendix D – Gantt Chart

300 Kilogram Coffee Drum 390.44d Mon 8/23/10 Thu 7/7/11

Drum 21d Fri 1/21/11 Fri 2/4/11
Calculate Dimensions 2d Fri 1/21/11 Mon 1/24/11
Volume 1d Fri 1/21/11 Sat 1/22/11
Thermal Expansion 1d Sun 1/23/11 Mon 1/24/11
Fin Design 7d Tue 2/1/11 Fri 2/4/11
Fin Tolerances 7d Tue 2/1/11 Fri 2/4/11
Fin Style 7d Tue 2/1/11 Fri 2/4/11
Mixing Tests 1d Tue 2/1/11 Tue 2/1/11
Inlet and Outlet 7d Wed 1/26/11 Tue 2/1/11
Effeciency Tests 7d Wed 1/26/11 Tue 2/1/11
Speed Tests 7d Wed 1/26/11 Tue 2/1/11
Material 7d Fri 1/21/11 Wed 1/26/11
Safety Factor 7d Fri 1/21/11 Wed 1/26/11
Drive Train 188.44d Mon 8/23/10 Fri 1/21/11
Berings 7d Mon 8/23/10 Thu 8/26/10
Size Berrings 7d Mon 8/23/10 Thu 8/26/10
Gear Set 7d Mon 8/23/10 Thu 8/26/10
Size Gears 7d Mon 8/23/10 Thu 8/26/10
Motor 188.44d Mon 8/23/10 Fri 1/21/11
Power Requirements 7d Tue 1/18/11 Fri 1/21/11
RPM Requirement 7d Mon 8/23/10 Thu 8/26/10
Marketing 181d Fri 2/4/11 Thu 7/7/11
Website 70d Fri 2/4/11 Thu 3/31/11
Design 70d Fri 2/4/11 Thu 3/31/11
Brochure 32d Thu 3/31/11 Thu 4/21/11
Photos 4d Thu 3/31/11 Mon 4/4/11
Information about Product 7d Mon 4/4/11 Thu 4/7/11
Design 14d Thu 4/7/11 Mon 4/18/11
Printing 7d Mon 4/18/11 Thu 4/21/11
Promotional Index Card 28d Thu 4/21/11 Fri 6/3/11
Information about Product 7d Thu 4/21/11 Tue 4/26/11
Design 14d Tue 4/26/11 Thu 5/5/11
Printing 7d Thu 5/5/11 Fri 6/3/11
Pictoral User Manual 51d Fri 6/3/11 Thu 7/7/11
Photos 4d Fri 6/3/11 Mon 6/6/11
Information on Product Use 7d Mon 6/6/11 Fri 6/10/11
Design 30d Fri 6/10/11 Thu 6/30/11
Printing 7d Thu 6/30/11 Wed 7/6/11
Binding 3d Wed 7/6/11 Thu 7/7/11
Business 65d Fri 2/4/11 Mon 3/28/11
Executive Summary 6d Fri 2/4/11 Wed 2/9/11
Objectives 2d Fri 2/4/11 Mon 2/7/11
Mission 2d Mon 2/7/11 Tue 2/8/11
Keys to Success 2d Tue 2/8/11 Wed 2/9/11
Company Description 3d Wed 2/9/11 Thu 2/10/11
Company Locations 3d Wed 2/9/11 Thu 2/10/11
Product 28d Thu 2/10/11 Wed 3/2/11
Description 7d Thu 2/10/11 Wed 2/16/11
Competitive comparison 7d Wed 2/16/11 Mon 2/21/11
Sales Literature 14d Mon 2/21/11 Wed 3/2/11
Financial Analysis 28d Wed 3/2/11 Mon 3/28/11
Financial Indicators 14d Wed 3/2/11 Thu 3/10/11
Break Even Analysis 14d Thu 3/10/11 Mon 3/28/11

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Appendix E – Specification Sheet

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Appendix F – Brochure

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Appendix G – User and Safety Manual

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Appendix H – Business Card

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Appendix I – Final Presentation

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The Design 
and Marketing
 of a
300 Kilogram Coffee Roaster
Marketing:
Karolyn Bolay
Business:
Kelsey Hubbard
Team Leader/Engineer:
Brittany Looke
Engineer:
Mark Marshall
Engineer:
Nathan Moyer
 US Roaster Corp
 Owned and operated by Dan Joliff
 Located in Oklahoma City, Oklahoma
 Manufactures coffee roasters
 3 kilo sample roaster - 150 kilo industrial roaster
 Refurbishes old coffee roasters
Roasting Innovations’ mission was to develop a 300
kilogram roaster that would be safe and reliable with
the ability to be easily reproduced. The team
accomplished this by redesigning the drum and drive
train components of the roaster. Materials used to
build the roaster were chosen to maintain optimal
quality of the product being roasted.
Roasting Innovation needed to design and produce a
drum and drive train for a 300 kilogram roaster that
could withstand temperatures up to approximately
600oF so as to reduce destruction of the quality of
the roaster due to thermal expansion. The 300
kilogram roaster needed to be able to roast
exceptional coffee to the user’s taste, be easily
reproducible, remain safe to operate, and
environmentally friendly.
 ΔL = the change in length due to thermal expansion (in)
c = coefficient of thermal expansion (oF)
Li = initial length of the drum (in)
Tf = the final temperature (oF)
Ti = the initial temperature (oF)

Thermal Expansion of 300 Kilogram Roaster: 0.6 inches

 Large scale coffee companies
 Folgers
 Maxwell House
 Southern California
 Air Pollution Standards
 Probat
 Entire drum rotates
 Exit door is a small hole in front
 Mixes comparable to other machines
 Diedrich Manufacturing
 Full drum rotates
 Mixes comparable to other machines
 Small front bean removal
 Quick bean exit
 Even Roasting
 Minimizing power consumption
 Cost
 Improved mixing
 Customer Survey
 Thermal expansion
 Minimize Friction
 Completed competitive and industrial analysis
 Developed three alternatives to be chosen from by
our client based on cost and design preferences

 Chose a design and began calculating specific

requirements and details
 Quick bean exit
 Belly dump door

 Minimizing power consumption

 Rotating shaft

 Improved mixing
 Rotating shaft
 Fin Design

 Thermal Expansion
 Rotating shaft
 Motor
Picture
 CEM 3311T

 Baldor C-faced

 7.5 HP

 1770 rpm

 3 Phase
Assumptions
 No Friction
 All beans are lifted from bottom to top

P = WhN
P = power (hp)
W = weight (lb)
h = max. height beans need to be lifted (ft )
N = Speed of shaft rotation (rpm)
 Gear Reducer

 Dodge Quantis RHB

 Gear Ratio = 34.4 : 1

 Output Speed = 51 rpm

 Input HP = 10 HP

 Safety Factor = 1.53

 Variable Speed Drive
 GS2-4010
 Automation Direct
 380 – 480 Volts
 Three phase
 Start and stop the drive
 Set the speed
 Command direction of
motor shaft.
 Belly Dump

 Single door

 Pneumatically
controlled
 Pneumatics
 System pressure at 100 psi

 2 Humphrey Cylinders
 2.5 in bore
 Force = 630 lbs.

 Versa Valve
 3 position
 Normally Closed

 2 Norgren Mufflers
 Rotating Shaft

• Smaller rotating mass • Allows for basic belly dump

design
• Less HP loss due to
rubbing • No dead zones

• Less load on bearings • Allows for thermal

expansion
 Curved fins increases
bean movement

 Large surface area of

fins

 Fin placement for

elimination of dead
zones
 Consistent color scheme to provide a uniform look
 Used previous logo and website as a base
 This allowed previous customers to recognize new
marketing materials
 Trade show must-haves
 Business card
 Brochure
 Consumer must-haves
 User and safety manual
 Specifications sheet
Specifications: 300 Kilogram Coffee Roaster
Drum
Material Stainless Steel
Diameter 48 inches
Length 52 inches
Thermal Expansion 0.6 inches
Volume 56 cubic feet
Material Thickness 1/10 inch
Paddles
Material Stainless Steel
Tolerance __ inches
Shaft
Material Stainless Steel
Diameter 2 inches
Length 60 inches
Motor: CEM3311T
Horsepower 7.5 HP
Service Factor 1.15
Speed 1770 rpm
Frame 213TC
Efficiency 91%
Weight 120 lb
Gear Reducer: BB883CN210TC
Category Right Angle Helical-Bevel
Type RHB
Input Speed 1750 rpm
Ratio 34.4:1
Output Speed 51
Max Output Torque 1464 in-lb
Service Factor 1
Max Input Power 11.79 HP
Weight 169 lb
Variable Speed Drive: GS2-4010
Motor Rating 10 HP
Rated Output Capacity 13.7 kVA
Rated Input Current 23 A
Rated Output Current 18 A
Weight 8.5 lb
Pneumatic Cylinders: 3-DP-A
Stroke 10 inch
Bore Size 2.5 inch
Pressure Range 0-200 psig
Mounting Rod End: Threaded, Blind End: Clevis
Directional Control Valve: VBL4303
Number of Paths 4
Number of Positions 3
Normal Position Closed
Actuation Manual
 Appeal to a larger market including large coffee houses and
roasting factories

 Highly energy efficient

 Cost efficient
 American made

 Improved mixing of the coffee beans

 Quick bean evacuation
 Pictorial user and safety manual
 Walk-through for first time users
 Belly dump
 Quick bean evacuation
 More even roast
 Shaft rotation
 Cuts down on horsepower requirements
 Projected income after 5 years = $1,500,000
 Cost to manufacture and promote = $10,000
 Price of the finished product = $300,000

 From communications with U.S. Roaster we are assuming

that they can market, sell, and produce up to 5 per year.
 Our calculations only include the drum and drive
mechanism.
 Machine Materials List
Component of Machine Material Price per Unit Number of Units Total
Drum
Stainless Steel $ 1.51 150.6 $ 227.63
Bearing $ 48.75 1 $ 48.75
Welding $ 49.00 1 $ 49.00
Hinges $ 18.00 4 $ 72.00
Front Plate
Stainless Steel $ 1.51 267.21 $ 403.89
Back Plate
Stainless Steel $ 1.51 267.12 $ 403.75
Rings
Stainless Steel $ 1.51 5.52 $ 8.34
Drive Train
Engine $ 1,500.00 1 $ 1,500.00
Variable Speed Drive $ 279.00 1 $ 279.00
Gear Drive $ 2,500.00 1 $ 2,500.00
Pneumatics $ 450.00 1 $ 450.00
Paddles
Stainless Steel $ 1.51 123 $ 185.91
Bolts $ 1.39 50 $ 69.50
Drive Shaft
Stainless Steel $ 720.90 1 $ 720.90
Stand
Square Tubing 4.68/2ft 41 $ 191.88
Total $ 7,110.56
 US Roaster Corp  Innovations Faculty
 Dr. Tim Bowser  Dr. Blackwell

 Baldor Electric Co.  Dr. Holcomb

 Dr. Tilley
 Hydraquip
 Dr. Weckler
 BAE Lab Staff
  

Design  of  a  300  Kilogram  Coffee  Roaster  

Karolyn  Bolay  

Kelsey  Hubbard  

 Brittany  Looke  

Mark  Marshall    

Nathan  Moyer  

Prepared  for  US  RoasterCorp  

Team  Advisor:  Dr.  Tim  Bowser  

Fall  2010  
 Table  of  Contents  

Mission  Statement…………………………………………………………………………………………………………………….1  

Problem  Statement……………………………………………………………………………………………………….…………..1  

Statement  of  Work.……………………………………………………………………………………………………………….…..2  

  Scope……………………………………………………………………………………………………………………………..2  

  Location…………………………………………………………………………………………………………………………2  

Time  Period…………………………………………………………………………………………………………………...2  

Table  1:  Schedule  of  Deliverables…………………………………………………………………………………..3  

Standards……………………………………………………………………………………………………………………….3  

Acceptance…………………………………………………………………………………………………………………….5  

Special  Requirements…………………………………………………………………………………………………….5  

Task  List…………………………………………………………………………………………………………………….……………….6  

  Engineering…………………………………………………………………………………………………………………..6  

  Communications……………………………………………………………………………………………………………7  

  Economics…………………………………………………………………………………………………………………….7  

Work  Breakdown  Structure……………………………………………………………………………………………………….7  

Market  Research………………………………………………………………………………………………………………………..9  

  Introduction……………………………………………………………………………………………………………………9  

Patents…………………………………………………………………………………………………………………………10  

  Industrial  Economy………………………………………………………………………………………………………12  

Standards……………………………………………………………………………………………………………………14  

  Regulations…………………………………………………………………………………………………………………15  

  Competitors…………………………………………………………………………………………………………………16  

  Client  Characteristics………………………………………………………………………………………..…………18  

  Environmental,  Societal,  and  Global  Impacts………………………………………………..…………….20  

Media  and  Communications………………………………………………………………………………….…………………20  

  Website……………………………………………………………………………………………………..………………..20  

  Specifications  Sheet…………………………………………………………………………………………………….21  

  Brochure……………………………………………………………………………………………………………………21  

  Pictorial  User  Manual…………………………………………………………………………………………………21    

Business  Plan……………………………………………………………………………………………………………………………22  

  Executive  Summary………………………………………………………………………………………………………22  

  Target  Customers………………………………………………………………………………………………….……..23  

  Table  2:  List  of  Customers…………………………………………………………………………………….….…..24  

  Target  Users……………………………………………………………………………………………………………..….24  

  Product  Design  and  Positioning  Statement…………………………………………………………………..25  

  Market  Data,  Competitive  Products,  and  Analysis………………………………………………………..26  

  Table  3:  Competitors  and  Comparisons………………………………………………………………………27  

Design  Requirements………………………………………………………………………………………………….…………28  

Calculations  and  Testing……………………………………………………………………………………………..…………..28  

  Calculations…………………………………………………………………………………………………….……………28  

    Volume……………………………………………………………………………………………………………..28  

Table  4:  Diameter  and  Length  Calculations…………………………………………………..…..29  

    Table  5:  Volume  Calculations  of  the  Dual  Paddle  Design………………………………..…30  

    Thermal  Expansion……………………………………………………………………………………………30  

    Table  6:  Change  in  Length  Calculations……………………………………………………………31  

  Tests  to  be  Conducted…………………………………………………………………………………………………32  

    Test  #1  Mixing  …………………………………………………………………………………………………32  

    Test  #2  Uniform  Heating…………………………………………………………………………..……..32  

    Test  #3  Pressure……………………………………………………………………………………….………32  

Test  #4  Airflow…………………………………………………………………………………………………33  

Alternative  Design  Concepts……………………………………………………………………………………………………33  

  Design  1:  Hook  Rotating  Drum  ……………………………………………………………………………………33  

    Figure  1…………………………………………………………………………………….……………………..34  

    Figure  2……………………………………………………………………………………………………………34  

    Figure  3……………………………………………………………………………………………………………35  

  Design  2:  Single  Paddle  Mixer……………………………………………………………………………………35  

    Figure  4…………………………………………………………………………………………………………..36  

    Figure  5……………………………………………………………………………………………………………36  

    Figure  6…………………………………………………………………………………………………………..37  

  Design  3:  Dual  Paddle  Fluidized  Mixer……………………………………………………………………….37  

    Figure  7……………………………………………………………………………………………………………38  

    Figure  8……………………………………………………………………………………………………………39  

    Figure  9……………………………………………………………………………………………………………39  

Financial  Analysis……………………………………………………………………………………………………………………..40  

  Table  7:  Testing  and  Miscellaneous  Requirements……………………………………………………….40  

  Table  8:  Design  1  Hook  Rotating  Drum…………………………………………………………………………41  

  Table  9:  Design  2  Single  Paddle  Mixer………………………………………………………………………..42  

  Table  10:  Design  3  Dual  Paddle  Mixer……………………………………………………………………….43  

  Table  11:  Total  Cost  of  Each  Design…………………………………………………………………………….43  

Works  Cited……………………………………………………………………………………………………………………….……44  

 
Appendices  
Appendix  A  –  Scientific  Literature  

Appendix  B  –  Patents  

 
Mission  Statement  

Roasting  Innovations  mission  is  to  develop  a  300  kilogram  roaster  that  will  be  safe  and  

reliable  with  the  ability  to  be  easily  reproduced.  The  team  will  accomplish  this  by  redesigning  

the  drum  and  drive  train  components  of  the  roaster.  Materials  used  to  build  the  roaster  will  be  

chosen  to  maintain  optimal  quality  of  the  product  being  roasted.    

The  business  plan  will  outline  the  economic  prospects  of  the  300  kilogram  roaster.  

Roasting  Innovation  will  define  and  expand  the  market  for  an  industrial  sized  roaster  while  

remaining  in  the  middle  of  the  price  market  for  similar  products.  Communication  with  the  

sponsor  will  be  maintained  throughout  the  entire  designing  and  building  process  to  be  sure  the  

team  produces  an  optimal  product.  Communication  with  customers  will  be  maintained  through  

a  series  of  surveys  to  evaluate  satisfaction  with  the  current  product,  as  well  as  what  changes  

they  would  suggest.    

Problem  Statement  

Roasting  Innovation  needs  to  design  and  produce  a  drum  and  drive  train  for  a  300  

kilogram  roaster  that  can  withstand  temperatures  up  to  approximately  600oF  so  as  to  reduce  

destruction  of  the  quality  of  the  roaster  due  to  thermal  expansion.  The  300  kilogram  roaster  

needs  to  be  able  to  roast  exceptional  coffee  to  the  user’s  taste,  be  easily  reproducible,  and  

remain  safe  to  operate.  

Page  |  1    
 
Statement  of  Work  

Scope  

Roasting  Innovation  will  complete  the  design,  construction  and  marketing  of  a  300  

kilogram  roaster  for  US  RoasterCorp.  Our  work  will  include  the  construction  of  the  drive  train  

and  the  rotating  drum,  which  will  withstand  heating  up  to  600oF  for  roasting  of  300  kilograms  of  

coffee  beans  and  prevent  compromising  the  operating  of  the  roaster.  It  will  also  include  the  

marketing  and  promotion  of  the  300  kilogram  industrial  roaster  to  the  company’s  future  and  

current  customers.  

Location  

The  work  for  Roasting  Innovation  will  be  done  mostly  on  the  Oklahoma  State  University  

campus  within  the  computer  laboratories  provided  by  the  Biosystems  and  Agricultural  

Engineering  department  as  well  as  the  Agricultural  Communications  department.  These  labs  

include  computer  labs  as  well  as  machine  shops  where  we  will  build  and  test  different  drums  

for  the  roaster.  There  will  also  be  some  machine  work  done  by  our  client,  US  RoasterCorp,  in  

Oklahoma  City.  

Time  Period  

The  design  process  for  the  300  kilogram  industrial  coffee  roaster  began  in  late  August  of  

2010  and  the  final  product  will  be  completed  by  April  22,  2011.    

Page  |  2    
 
Schedule  of  Deliverables  

Table  1:  Schedule  of  Deliverable    

Deliverable   Due  Date  

Mission  Statement   September  27,  2010  
Problem  Statement   September  27,  2010  
Detailed  Report  and  Budget   October  18,  2010  
Competitive  Analysis,  Research,  and  Investigation   October  22,  2010  
Statement  of  Work   October  29,  2010  
Work  Breakdown  Schedule   November  5,  2010  
List  of  Tasks   November  8,  2010  
Fall  Report   December  7,  2010  
Fall  Presentation   December  7,  2010  
Website  Completed   December  15,  2010  
Acceptance  of  Final  Design   December  17,  2010  
First  Prototype  Completed   February  28,  2011  
Tests  on  Prototype  Completed   March  14,  2011  
Final  Design  Completed   March  21,  2011  
Final  Report     April  25,  2011  
Final  Presentation   April  25,  2011  
 

Standards  

According  to  the  Specialty  Coffee  Association  of  America  (SCAA)  when  evaluating  green  

coffee  beans  (unroasted)  there  are  two  grades,  premium  and  specialty.  Specialty  green  coffee  

beans  should  have  a  minimum  of  five  secondary  full  defects.  Secondary  defects  are  

imperfections  in  the  hull/husk  or  shell  of  the  bean  and  can  be  caused  by  insect  and  water  

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damage.  Other  secondary  defects  include  partially  black,  partially  sour,  or  floating  beans,  and  if  

the  bean  samples  contain  small  or  sticks.    The  green  coffee  beans  should  have  no  more  than  10-­‐

12%  moisture  content.  The  roasted  coffee  beans  should  also  meet  the  SCAA’s  cup  evaluation  of  

80  points  or  above.    Points  are  earned  using  a  SCAA  standard  16  point  scale  which  evaluates  

cups  of  coffee  based  on  fragrance  and  aroma,  flavor,  aftertaste,  acidity,  body,  balance,  

uniformity,  clean  cup,  sweetness,  defects,  and  overall.  Roasted  coffee  beans  should  be  roasted  

8  to  24  hours  of  cupping.  The  entire  roasting  time  for  the  coffee  beans  must  be  between  eight  

and  twelve  minutes  and  should  exclude  scorching  and  tipping  of  the  beans.  Once  the  roasted  

coffee  beans  reach  room  temperature  they  should  be  sealed  in  air  tight  containers  until  it  is  

time  for  them  to  be  cupped.    

Coffee  roasters  should  be  operated  at  maximum  temperatures  ranging  between  370°F  

and  1000°C  depending  on  the  size  of  the  load,  and  the  beans  are  roasted  for  a  period  of  time  

ranging  from  eight  to  twelve  minutes.  Roasters  are  typically  horizontal  rotating  drums  that  

tumble  the  coffee  beans  in  a  current  of  hot  air.  The  coffee  roasters  usually  operate  a  batch  

mode,  but  sometimes  operate  as  continuous  systems.  The  air  inside  of  the  roaster  is  heated  

either  by  a  direct  flame  applied  on  the  outside  of  the  roaster  or  indirectly  using  a  heater  to  pre-­‐

heat  the  air  before  it  is  circulated  through  the  drum.    

Particulate  matter,  volatile  organic  compounds,  organic  acids,  and  combustion  products  

are  the  principle  emissions  from  coffee  processing.  Particulate  matter  emissions  from  the  

receiving,  storage,  cleaning,  roasting,  cooling,  and  stoning  operations  are  typically  ducted  to  

cyclones  before  being  emitted  into  the  atmosphere.  Gaseous  emissions  from  roasting  

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operations  are  typically  ducted  to  a  thermal  oxidizer  following  particulate  matter  removal.  

Some  facilities  use  burners  as  thermal  oxidizers  to  heat  the  roaster;  however,  separate  thermal  

oxidizers  are  more  efficient  because  the  desired  operating  temperature  is  typically  between  

650°C  and  816°C  (1200°F  and  1500°F),  which  is  93°C  to  260°C  (200°F  to  500°F)  more  than  the  

maximum  temperature  of  most  roasters.  Emissions  from  spray  dryers  are  typically  controlled  by  

a  cyclone,  which  is  used  to  cool  emissions,  followed  by  a  wet  scrubber,  which  removed  

particulates  from  exhaust.  

Acceptance  

To  be  considered  acceptable,  the  300  kilogram  roaster  should  be  able  to  roast  at  least  

300  kilograms  of  coffee  beans  within  eight  to  twelve  minutes  at  the  standard  temperature,  

about  500oF.  The  roaster  should  be  able  to  do  this  with  minimal  safety  risks.  If  the  roaster  

contains  excessive  heat  escape,  hot  spots,  loose  connections,  or  excessive  pressure  buildup  it  

will  be  considered  unacceptable.    The  aesthetic  design  should  resemble  the  previously  design  

roasters  developed  by  US  RoasterCorp  but  may  be  altered  with  the  consent  of  both  US  

RoasterCorp  and  Roasting  Innovation  in  order    to  improve  overall  appearance.  The  coffee  

roaster  must  also  meet  all  necessary  industry  standards.    

Special  Requirements  

The  first  unique  consideration  is  taste.  Our  group  must  consider  the  taste  of  the  coffee  

beans  after  they  come  out  of  the  roaster.  Another  requirement  to  which  we  must  pay  attention  

to  is  the  relatively  high  temperatures.  Our  roaster  will  reach  temperatures  around  400  degrees  

Celsius  for  about  15  minutes.  Fifteen  minutes  is  the  approximate  roasting  time  for  coffee  beans  

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to  obtain  the  desired  specialty  roast.    The  next  special  requirement  to  be  considered  is  the  

ability  of  the  roaster  to  mix  the  beans  thoroughly.  This  must  be  accomplished  while  also  

allowing  for  quick  evacuation  of  the  beans  to  prevent  over  cooking.  We  must  also  know  how  

the  heating  elements  will  affect  the  steel.    The  heating  of  the  barrel  will  cause  thermal  

expansion  to  occur  and  must  be  compensated  for.  If  the  expansion  problem  is  not  solved,  the  

roaster  might  lose  beans  and  the  efficiency  will  decrease.  Another  requirement  is  noise.  Our  

team  will  be  evaluating  different  kinds  of  gears  to  decrease  the  noise.  As  is,  the  existing  

roasters  make  quite  a  bit  of  noise  with  their  straight  cut  gears.  Lastly,  our  team  must  follow  air  

pollution  standards  in  not  only  Oklahoma  but  the  entire  nation,  specifically  southern  California,  

where  the  regulations  are  much  greater  than  the  rest  of  the  nation.  

Task  List  

The  following  is  a  list  of  all  tasks  to  be  completed  in  order  to  define  a  final  design  for  the  300  

kilogram  industrial  coffee  roaster.  It  encompasses  all  engineering,  marketing,  and  economic  tasks  which  

Roasting  Innovation  will  accomplish  by  the  completion  of  this  project.    

Engineering  

1. Calculate  the  volume  and  thermal  expansion  of  the  drum  

2. Perform  Tests:  Mixing,  Fin,  Inlet,  Outlet,  Uniform  Heating,  Pressure,  Airflow,  and  Anaerobic  

Conditions/Taste  

3. Determine  speed  and  horsepower  requirements  

4. Size  mechanical  equipment:  gears,  bearings  

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Communications  

1. Website  

2. Brochure  

3. Pictorial  User  Manual  

4. Specifications  Sheet  

Economics  

1. Write  a  Product  Plan  

2. Competitive  Analysis  

3. Market  Analysis  

Work  Breakdown  Structure  

1. 300  Kilogram  Coffee  Roaster  

1.1 Drum  

1.1.1 Calculate  Dimensions  

1.1.1.1 Volume  

1.1.1.2 Thermal  Expansion  

1.1.2 Fin  Design  

1.1.2.1  Mixing  Tests  

1.1.3 Inlet  and  Outlet  

1.1.3.1 Efficiency  

1.1.3.2 Speed  

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 1.1.4 Material  

1.1.4.1 Safety  Factor  

1.2 Drive  Train  

1.2.1  Bearings  

  1.2.1.1  Size  Bearings  

1.2.2  Gear  Set  

    1.2.2.1  Size  Gears  

1.2.3  Motor  

  1.2.3.1  Power  Requirement  

1.2.3.2 RPM  Requirement  

1.3 Marketing  

1.3.1  Website  

  1.3.1.1  Design  

1.3.2  Brochure  

  1.3.2.1  Photos  

  1.3.2.2  Information  about  Product  

1.3.2.3  Design  

  1.3.2.4  Printing  

1.3.3  Promotional  Index  Card  

  1.3.3.1  Information  about  Product  

  1.3.3.2  Design  

  1.3.3.3  Printing  

1.3.4  Pictorial  User  Manual    

  1.3.4.1  Photos  

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   1.3.4.2  Information  on  Product  Use  

  1.3.4.3  Design  

  1.3.4.4  Printing  

  1.3.4.5  Binding  

1.4 Business  

1.4.1  Executive  Summary  

  1.4.1.1  Objectives  

  1.4.1.2  Mission  

  1.4.1.3  Keys  to  Success  

1.4.2  Company  Description  

  1.4.2.1  Company  Locations  

1.4.3  Product  

  1.4.3.1  Description  

  1.4.3.2  Competitive  Comparison  

  1.4.3.3  Sales  Literature    

1.4.4  Financial  Analysis  

  1.4.4.1  Financial  Indicators  

  1.4.4.2  Break  Even  Analysis  

Market  Research    

Introduction  

Roasting  Innovation  has  completed  a  competitive  analysis  of  the  coffee  industry  as  part  

of  our  research  for  the  development  of  the  300  kilogram  coffee  roaster.  Within  our  analysis,  

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Roasting  Innovation  discussed  and  addressed  the  issues  of  the  industry  analysis,  technical  

analysis,  customers  and  buyers  of  the  product,  competitors  and  their  resources,  and  the  client  

company  as  well  as  its  resources.  The  analysis  also  shows  many  different  patents  that  will  be  

useful  in  the  designing  of  the  drum,  as  well  as  different  marketing  techniques  that  could  be  

useful.  Overall,  the  analysis  shows  the  depth  of  the  coffee  industry  and  the  variety  of  areas  that  

could  affect  the  project.  

Patents  

Coffee  Roasting  Apparatus  and  Method  –  Patent  7143686  describes  an  industry  coffee  

roaster  that  includes  a  combustion  chamber  and  roasting  drum.  The  heating  gases  for  the  

coffee  beans  recirculate  through  the  combustion  chamber  to  remove  the  coffee  bean  chaff.  

Patent  7143686  is  applicable  to  Roasting  Innovation’s  design  because  it  represents  an  

alternative  roasting  drum  design.  

Coffee  Roaster  Drum  Rocker  Arm  Roller  Bearing  System  -­‐  Patent  7003897  describes  an  

industry  coffee  roaster  which  includes  a  coffee  roaster  drum  and  coffee  roaster  casing.    The  

casing  is  fitted  with  bearings  journals  to  allow  the  drum  to  rotate  horizontally.  The  invention  

also  contains  notch  fittings  to  keep  the  drum  in  place  with  the  casing.  This  patent  is  applicable  

to  the  design  because  it  represents  a  way  to  control  the  thermal  expansion.  The  patent  

specifies  that  industry  roasters  should  use  cast  iron  while  designing  roasters;  however,  Roasting  

Innovation  will  use  stainless  steel  in  its  designs.  

Method  and  Apparatus  for  Roasting  Coffee  Beans  -­‐  Patent  6036988  presents  a  small  

coffee  roaster  that  uses  heated  air  flow  and  drum  rotation  to  roast  coffee.  This  patent  is  

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applicable  to  the  design  because  air  flow  will  be  the  preferred  way  to  heat  the  coffee  beans  and  

also  alternative  design  on  a  roasting  drum.  

Fluidized  Bed  Coffee  Roaster  –  Patent  5394623  describes  a  self-­‐controlled  coffee  roaster  

which  monitors  the  coffee  bean  temperature.  The  roaster  also  injects  water  into  the  air  stream  

to  quench  the  coffee  beans  when  the  roasting  process  is  complete.  This  patent  is  applicable  to  

the  design  because  it  is  offers  a  different  perspective  to  roasting  coffee  beans.  Fluidized  bed  

systems  allow  for  controlled  mixing  and  heating  because  these  systems  insert  small  amounts  of  

the  product  instead  of  heating  the  entire  product  all  at  once.  

Coffee  Roasting  Process  and  Apparatus  –  Patent  5287633  presents  an  industry  coffee  

roaster  that  includes  drum  fins,  shaft  bearings,  and  a  gear  motor.  This  patent  is  similar  to  the  

client’s  current  product  line  and  is  applicable  to  the  design  because  it  allows  for  insight  into  

advantages  and  disadvantages  of  similar  designs.  This  also  would  provide  some  insight  on  how  

to  control  the  thermal  expansion  of  high  end  industry  coffee  roasters.  

Dual  shaft  pan  mixer  –  Patent  4758095  uses  dual  shafts  with  attached  paddle  mixers.    

The  shafts  are  connected  to  a  worm  gear  which  is  then  powered  by  a  motor.  The  paddles  also  

contain  shovels  which  help  mix  the  solids.  The  rotations  of  the  shafts  are  opposite  directions,  

while  the  areas  of  sweep  overlap  each  other.  This  patent  shows  how  dual  shaft  mixers  can  be  

used  for  food  processing  methods.  

Coffee  Roaster  –  Patent  4691447  presents  a  coffee  roasting  drum  that  rotates  on  a  

diagonal  axis.  The  roaster  uses  air  flow  to  heat  the  coffee  beans.  This  patent  is  applicable  to  the  

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design  because  a  diagonal  axis  drum  allows  for  easy  outlet  flow.  However,  the  heating  of  the  

drum  could  be  an  issue  for  an  industrial  sized  roaster.  

Industrial  Economy  

The  growth  of  coffee  consumption  around  the  world  has  caused  an  increase  in  the  

coffee  industry  and  the  demand  for  coffee  by  consumers  ever  since  it  was  first  discovered  in  

Ethiopia  around  600  AD.  One  of  the  main  economic  conditions  that  have  directly  affected  the  

industry  is  the  changing  dietary  patterns  by  consumers  and  the  emphasis  on  living  healthier  

(IBISWorld).  Coffee  is  actually  a  healthy  beverage  for  consumers  and  even  can  help  lower  the  

risks  of  certain  kinds  of  cancer,  Type  2  diabetes,  Alzheimer’s  disease,  and  heart  disease  

(IBISWorld).  This  has  directly  affected  consumers  within  the  age  group  of  18  to  24-­‐years  old  

because  they  are  becoming  more  health  conscious  (IBISWorld).    

The  world  price  of  crude  oil  is  another  economic  condition  that  will  affect  the  coffee  

industry.  It  impacts  the  price  of  transportation,  which  in  turn  will  affect  the  profitability  of  the  

coffee  industry  (IBISWorld).  This  is  a  very  important  aspect  of  the  industry  because  so  many  of  

the  industry’s  inputs  are  from  foreign  markets  (IBISWorld).    

Also,  the  demand  from  grocery  wholesalers,  who  form  a  crucial  link  to  supermarkets,  

supermarkets  and  grocery  stores  play  a  significant  role  in  the  economic  conditions.  

Wholesalers,  who  account  for  73.2%  of  the  market,  are  essential  because  they  affect  which  

products  make  it  onto  the  store  shelves  (IBISWorld).  The  supermarkets  and  grocery  stores  are  

the  direct  link  between  producers  and  consumers;  therefore,  coffee  producers  need  to  

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establish  relationships  with  the  supermarkets  and  grocery  stores  to  gain  competitive  

advantages  (IBISWorld).    

The  actual  price  of  the  green  coffee  bean  crops  is  another  important  economic  

condition  for  the  coffee  industry.  The  green  coffee  beans  are  the  primary  input  into  coffee  

production  (IBISWorld).  This  in  turn  also  affects  the  profitability  for  producers,  which  has  

brought  to  light  the  unethical  treatment  of  growers  in  developing  countries,  which  can  affect  

the  price  of  the  coffee  beans.  Sustainable  and  fair-­‐trade  production  is  a  continuing  issue  within  

the  coffee  industry  (IBISWorld).  

The  coffee  industry  is  growing  at  a  consistent  rate  despite  the  global  recession  and  by  

2009,  over  54%  of  Americans  reported  to  drink  at  least  one  cup  of  coffee  per  day  (IBISWorld).  

The  increase  in  the  industry  is  expected  to  record  an  average  annual  growth  of  1.8%  and  to  

reach  a  total  worth  of  $6.54  billion  in  the  United  States  by  2010  (IBISWorld).  By  2015,  the  

industry  is  predicted  to  grow  at  an  average  annualized  rate  of  2.0%  while  reaching  a  total  worth  

of  $7.22  billion  (IBISWorld).  Part  of  the  increase  in  the  industry  is  the  increase  in  consumption  

for  health  benefits  but  also  there  is  a  wider  range  of  flavors  available,  which  has  stimulated  

demand.  

The  supply  of  coffee  beans  is  the  foremost  concern  for  the  industry  and  plays  an  

important  part  in  its  current  size  and  ability  to  grow.  Coffee  is  grown  in  rich  soil,  primarily  in  

high  altitude,  tropical  climates  near  the  equator.  The  main  countries  which  grow  coffee  beans  

are  Ivory  Coast,  Puerto  Rico,  Costa  Rica,  Mexico,  Guatemala,  Kenya,  Colombia,  Yemen,  Ethiopia,  

Brazil,  and  Indonesia.  The  primary  coffee  producer  in  the  United  States  is  Hawaii.    

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 Coffee  bean  prices  can  be  very  unpredictable  due  to  weather  conditions  that  play  an  

important  part  in  the  profitability  of  the  coffee  industry  (IBISWorld).  For  example,  in  2007  

production  revenue  fell  9.9%  due  to  adverse  weather  conditions  (IBISWorld).    Ethical  

consumerism  plays  an  important  part  in  the  production  of  coffee  beans.  Out  of  the  world’s  

coffee,  50%  is  grown  by  small  family  growers  in  developing  countries  (IBISWorld).  Many  coffee  

retailers  and  consumers  today  take  into  account  the  issue  of  fair-­‐trade  when  buying  or  selling  

coffee  including  Dunkin’  Donuts,  Starbucks  and  McDonald’s  (IBISWorld).    

Over  the  last  five  years,  the  coffee  industry  has  witnessed  a  1.6%  increase  in  the  number  

of  coffee  production  establishments  annually  (IBISWorld).  The  employment  increased  at  a  

slower  rate  of  1.1%  over  the  same  period  of  time  (IBISWorld).    Also,  the  consumption  of  coffee  

has  grown  from  an  average  of  24.3  gallons  of  coffee  per  person  per  year  in  2005  to  24.7  gallons  

per  person  per  year  in  2009  (IBISWorld).  While  this  may  not  seem  like  an  extreme  increase,  it  is  

still  enough  to  play  a  significant  role  in  the  industry.  Gourmet  and  imported  coffee  have  also  

helped  to  increase  the  coffee  industry.  On  average,  17%  of  the  adult  population  consumed  a  

gourmet  beverage,  including  tea  or  coffee,  on  a  daily  basis  (IBISWorld).  

Standards    

The  industry  standards  for  the  coffee  industry,  especially  for  coffee  roasters,  can  range  

into  a  variety  of  different  categories  and  there  are  not  any  major  or  specific  standards  that  are  

required  for  the  coffee  roasters.  Most  of  the  standards  refer  to  the  beans  and  their  quality.  

There  are  two  standard  grades,  premium  and  specialty  (Specialty  Coffee  Association  of  

America,  SCAA).  According  to  the  SCAA,  beans  should  not  have  any  primary  defects  and  a  

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maximum  of  five  secondary  defects,  which  include  parchment,  hull  or  husk,  broken  or  chipped  

beans,  insect  damage,  partial  black  or  sour,  shell,  small  stones  or  sticks,  or  water  damage  to  the  

beans  (SCAA).    The  beans  should  have  10-­‐12%  moisture  content.  They  should  also  meet  the  

SCAA’s  cup  evaluation  of  eighty  points  or  above,  which  is  based  on  a  sixteen  point  scale  which  

evaluates  eleven  different  coffee  characteristics  (SCAA).      

The  ethical  treatment  of  workers  is  becoming  a  growing  standard  within  the  industry.  It  

is  becoming  more  and  more  common  for  ethical  treatment  of  workers,  especially  in  developing  

countries,  to  be  a  deciding  factor  in  the  production  or  purchasing  of  coffee.  Ethical  coffee  

groups  and  lobby  groups  are  developing  and  establishing  new  standards  defining  what  is  

considered  unethical  treatment  of  workers  within  the  coffee  industry  (IBISWorld).  

Regulations  

The  government  regulations  for  the  coffee  industry  are  still  developing  because  the  

industry  itself  is  still  developing.  However,  some  of  the  major  regulations  that  could  affect  US  

RoasterCorp  are  air  quality  regulations.  Many  of  these  are  done  on  a  state  or  county  level  and  

there  are  not  any  on  a  federal  level  specifically  for  coffee  roasters.  Specifically  in  Sacramento  

County,  California,  there  are  regulations  on  air  quality  and  emissions  due  to  coffee  roasting.  

Attached  in  Appendix  B  is  the  listing  of  all  the  specific  regulations  for  this  part  of  California  that  

will  be  a  possible  restraint  for  US  RoasterCorp.    

Also,  the  environmental  impact  from  the  Environmental  Protection  Agency  regulates  

the  food  processing  side  of  the  industry.  Many  environmental  regulations  affect  US  

RoasterCorp  including  the  Clean  Water  Act,  Clean  Air  Act,  Pollution  Prevention  Act  and  the  

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Resource  Conservation  and  Recovery  Act  (IBISWorld).  However,  these  do  apply  more  to  the  

food  processing  side  of  the  industry  including  the  grinding  as  opposed  to  the  roasting.  However,  

the  Pollution  Prevention  Act  currently  lacks  the  regulatory  power  need  to  encourage  companies  

to  implement  pollution  prevention  practices  (IBISWorld.)    

The  regulation  of  public  health  and  product  labeling  also  affect  the  coffee  industry.  The  

Food  and  Drug  Administration  (FDA)  is  the  primary  regulator  of  public  health  and  product  

labeling.  The  FDA  requires  that  all  of  the  coffee  have  the  proper  labeling  that  includes  the  

nutrition  information  and  bears  nutrient  content  claims  as  well  as  certain  health  messages  

available  to  the  consumers  (IBISWorld).  

Competitors  

US  RoasterCorp  has  many  competitors  and  some  of  these  competitors  have  resources  

that  exceed  those  of  US  RoasterCorp.  One  of  the  major  competitors  is  Primo  Roasting.  Primo  

Roasting  was  founded  26  years  ago  by  Marty  Curtis,  and  specializes  in  roaster  rebuilding  and  

performance  enhancement  as  well  as  afterburner  design  and  fabrication.  Primo  Roasting  is  

located  in  Rose  Bud,  Arkansas.  Primo’s  largest  roaster  is  their  PRI-­‐265  which  holds  310  pounds  

of  green  coffee  beans.  They  use  the  Internet  for  their  primary  marketing  strategy.  

  Another  competitor  that  US  RoasterCorp  faces  is  Has  Garanti.  Has  Garanti  is  based  out  

of  Turkey,  and  sells  in  15  different  countries;  America,  Canada,  England,  Australia,  New  Zealand,  

South  Africa,  and  Taiwan  but  most  of  their  products  are  sent  to  Europe  and  African  countries.  

They  were  founded  by  Remzi  Aydin  in  1954.    Their  largest  roaster  is  the  HSR  180  which  is  

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considered  one  of  their  industrial  roasters  and  it  holds  180  kilograms  (396.83  lbs)  of  green  

coffee  beans.  They  use  word  of  mouth  and  the  Internet  for  marketing.  

  The  third  competitor  is  Ambex  Roasters,  and  was  founded  by  Terry  Davis.  Ambex  sells  

roasters,  controls,  equipment,  maintenance,  and  also  provides  training.    They  are  based  in  

Clearwater,  Florida,  and  try  to  visit  many  trade  shows.  Their  largest  roaster  is  the  Ambex  YM-­‐

120  and  it  holds  up  to  240  pounds  maximum.  They  rely  solely  on  word  of  mouth  and  the  

Internet  for  their  marketing.    

  Next  is  Diedrich  Manufacturing.  Diedrich  is  out  of  Idaho  and  is  a  family  company.  The  

actual  company  was  founded  in  1980  but  they  were  around  before  then.  Diedrich  attends  

several  industry  events;  four  are  on  the  schedule  until  September  2011.  They  rely  heavily  on  

the  tradeshows  for  their  marketing.  They  have  two  series  of  roasters,  the  IR  and  the  CR.  Of  the  

IR  series  the  largest  is  the  IR-­‐12  that  holds  12  kilograms  of  beans.  The  CR  series,  on  the  other  

hand,  is  quite  a  bit  bigger.  The  largest  that  they  have  a  picture  of  on  their  website  is  the  CR-­‐350  

which  holds  350  kilograms  but  they  do  have  drawings  for  up  to  the  CR-­‐490  which  would  hold  

490  kilograms  (1080.27  lbs)  of  beans.  

  US  RoasterCorp’s  last  competitor  is  Probat.  They  were  established  in  1868  but  their  first  

roaster  did  not  come  out  until  1920.  They  are  located  primarily  in  Germany  but  also  have  

companies  in  Italy,  U.S.  and  Brazil.  They  advertise  that  they  can  process  cocoa,  nuts,  malt,  and  

coffee.  Probat  publishes  a  magazine  that  began  in  2006  called  LEONARDO,  which  is  their  major  

marketing  strategy.    They  have  even  started  to  offer  what  they  are  calling  environmental  

friendly  exhaust  gas  treatment.  But,  even  with  this  treatment  their  roasters  do  not  pass  air  

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quality  regulations  in  southern  California.  Probat  has  three  different  lines  of  roasters.  First  in  

their  Saturn  line,  the  largest  they  have  made  so  far,  is  the  Saturn  4000  and  it  holds  between  

350-­‐550  kilograms  of  beans.  Second  is  the  Neptune  line,  where  their  largest  is  the  Neptune  

1500  and  it  is  stated  to  hold  between  240-­‐320  kilograms.  Lastly  is  the  Jupiter  line,  the  largest  is  

the  Jupiter  5000  which  holds  between  550-­‐750  kilograms  of  beans.  

Client  Characteristics  

Buying  practices  for  US  RoasterCorp  include  purchasing  metal  from  Boyd  Metals,  AF  Co.,  

Jorgensen,  and  Special  Metal.  While  it  is  necessary  to  purchase  some  materials,  US  RoasterCorp  

prefers  to  and  primarily  builds  all  of  their  equipment  in  house.    

The  current  market  size  for  US  RoasterCorp  is  $2.5  million  each  year.  However,  

assuming  every  job  works  out  flawlessly,  the  potential  market  size  could  be  up  to  $5  million  

each  year.  This  means  that  this  year  they  will  sell  $2.5  million  worth  of  their  coffee  roasters  and  

rebuilding  services.  After  the  finishing  of  the  300  kilogram  roaster  they  expect  their  gross  sales  

to  expand  to  $5  million  per  year,  therefore  doubling  their  profit  from  sales.    

US  RoasterCorp  attends  approximately  two  trade  shows  a  year  and  has  subscriptions  to  

several  coffee  industry  magazines.  U.S  Roaster  Corp  obtains  many  of  its  product  and  rebuilding  

sales  by  going  to  trade  shows  but  does  not  currently  advertise  in  any  of  the  coffee  industry  

magazines.  Currently,  US  RoasterCorp  is  selling  to  average  sized  corporations  and  small  startup  

companies,  as  well  as  to  companies  that  are  not  directly  associated  with  the  coffee  industry,  

such  as  to  Lowe’s  corporate  office.  They  plan  to  begin  selling  to  big-­‐name  coffee  corporations  

such  as  Folgers  and  Starbucks  by  building  larger,  industrial  sized  coffee  roasters  such  as  the  150  

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kilogram  and  300  kilogram  coffee  roasters.  The  larger  coffee  roasters  would  be  more  desired  by  

the  larger  coffee  corporations  because  they  roast  large  amounts  of  coffee  every  day  to  sell  to  

their  customers  and  a  smaller  sized  coffee  roaster  would  not  be  able  to  keep  up  with  the  

demand.    

The  main  customers  for  the  300  kilogram  coffee  roaster  will  be  coffee  professionals.  

They  desire  gourmet  coffee  and  demand  consistency  in  how  their  coffee  tastes.  They  are  food  

service  professionals  who  sell  their  coffee  to  loyal  customers.  The  buying  firms  that  would  

purchase  a  300  kilogram  coffee  roaster  are  companies  such  as  Starbucks,  Folgers,  and  some  

hotel  chains.  These  companies  are  picky  and  need  their  coffee  to  taste  perfect,  or  at  least  

consistent.  The  owners  and  employees  of  the  companies  who  would  purchase  a  300  kilogram  

tend  to  be  more  affluent  people  who  demand  consistent,  high  quality  taste  in  their  coffee.  

These  companies  often  appeal  to  wealthier  people,  and  sell  their  coffee  as  being  the  best.    

The  products  produced  by  US  RoasterCorp  are  currently  used  solely  to  roast  coffee  

beans.  However,  it  could  also  be  used  to  roast  nuts,  other  beans,  and  almost  any  other  grain  

type  food.  There  are  many  different  markets  which  a  300  kilogram  coaster  could  be  a  part  of,  

but  US  RoasterCorp  would  prefer  to  stay  solely  within  the  coffee  market.    

There  are  online  resources  such  as  Coffee  Universe  at  coffeeuniverse.com.  On  this  site,  

coffee  lovers  can  learn  about  coffee  and  they  can  also  purchase  coffee  roasters  and  various  

other  coffee  related  machines.  There  is  also  market  research  available  in  coffee  houses  and  

coffee  providers’  stores.  Some  of  the  companies  that  US  RoasterCorp  could  market  with  would  

be  Java  Daves,  Starbucks,  Seattle  Coffee,  Folgers,  and  some  hotel  chains.  Additional  market  

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research  should  be  done  with  magazines.  Roasting  Innovation  has  already  researched  a  list  of  

potential  magazines  available  for  US  RoasterCorp  to  advertise  and  market  in.  Some  magazines  

that  could  be  used  are  Café  Magazine,  Coffee  Explorer,  Coffee  Geek,  and  Coffee  Review.  These  

magazines  are  primarily  viewed  by  others  within  the  coffee  industry.  Many  coffee  producers,  

coffee  roaster  manufacturers,  coffee  retailers,  and  coffee  consumers  all  look  at  these  

magazines.    

Environmental,  Societal  and  Global  Impacts    

Southern  California  has  more  strict  air  pollution  emission  regulations  than  any  other  

area  of  the  United  States  of  America.  Currently,  there  are  not  any  roasters  sold  on  the  market  

that  are  allowed  to  be  operated  in  southern  California  because  they  exceed  the  more  strict  air  

quality  regulations.  US  RoasterCorp  plans  to  be  the  first  company  to  build  an  industrial  coffee  

roaster  which  can  legally  operate  in  this  area  of  the  United  States  of  America.  Comparisons  of  

the  Air  Quality  Standards  can  be  seen  in  Appendix  A.    

Media  and  Communications  

Website  

  Roasting  Innovation  will  develop  a  team  website  to  promote  the  work  done  on  the  300  

kilogram  roaster  as  well  as  the  promotional  aspects  of  the  marketing  plan.  Also,  this  will  help  

with  the  visibility  of  the  product.  This  website  will  be  built  for  the  purpose  of  promoting  our  

team  design,  but  US  RoasterCorp  may  use  it  in  the  future  on  their  website.  Roasting  Innovation  

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will  also  include  a  video  of  our  design  from  SolidWorks  on  the  website  showing  the  details  and  

specifications  of  the  300  kilogram  roaster.    

Specifications  Sheet  

  Roasting  Innovation  will  also  develop  a  specifications  sheet  to  be  used  to  give  the  

specifics  of  the  coffee  roaster.  It  will  allow  US  RoasterCorp  to  adequately  discuss  the  details  of  

the  roaster  with  their  customers.    

Brochure  

  A  promotional  brochure  will  also  be  developed  for  the  marketing  campaign.  The  

brochure  will  explain  the  new  coffee  roaster  and  the  capabilities  of  the  roaster,  as  well  as  how  

it  can  improve  current  roasting  processes.  The  brochure  will  be  sent  out  to  customers,  along  

with  the  specifications  sheet.  It  will  also  be  used  at  trade  shows,  conferences  and  other  

industry  gatherings.    

Pictorial  User  Manual  

  Also,  a  pictorial  user  manual  on  how  to  use  the  coffee  roaster  will  be  developed  for  

customers  of  US  RoasterCorp.  The  manual  will  include  pictures  of  different  stages  of  the  

roasting  process,  including  pictures  of  the  beans  throughout  the  process  as  well  as  differences  

in  roasting  times  and  how  that  affects  the  beans.    

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Business  Plan  

1. Executive  Summary  

U.S  Roaster  Corp  has  been  developing  larger  roasters  to  appeal  to  an  increased  

market.  They  have  encountered  a  few  problems  with  thermodynamics  which  is  why  

they  have  asked  Roasting  Innovation  to  help.  Roasting  Innovation  needs  to  design  and  

produce  a  drum  and  drive  train  for  a  300  kilogram  roaster  that  can  withstand  high  

temperatures.  The  300  kilogram  roaster  needs  to  be  reliable,  easily  reproducible,  and  

remain  safe  to  operate.  

1.1. Objectives  

US  RoasterCorp  expects  that  this  product  will  raise  approximately  3  million  

dollars  per  year  for  their  company.      

1.2. Target  Customers  and  Market  Analysis  

Currently,  US  RoasterCorp  is  selling  to  average  and  wealthy  corporations,  not  

always  associated  with  the  coffee  industry.  They  plan  to  begin  selling  to  big-­‐name  coffee  

corporations.  In  order  to  attract  the  bigger  companies  into  buying  their  products  they  

are  beginning  to  move  away  from  the  smaller  roasters  on  their  line,  and  trying  to  build  

bigger  roasters  which  the  big  name  coffee  companies  would  be  more  interested  in  

buying.  The  customers  for  the  300  kilogram  coffee  roaster  will  be  coffee  professionals.  

They  desire  gourmet  coffee  and  demand  consistency  in  how  their  coffee  tastes.  They  

are  food  service  professionals  who  sell  their  coffee  to  loyal  customers.    

Page  |  22    
 
 1.3. Competitive  Products  

US  RoasterCorp  is  completely  American  made  unlike  most  other  coffee  roaster  

manufacturers.  They  also  have  very  quality  products  for  the  price  customers  pay.  Their  

knowledge  of  the  industry  and  the  experience  rebuilding  other  company’s  roasters  

places  them  above  the  competition.  

Competitors:  

1. Primo  Roasting-­‐  PRI-­‐265  holds  310  lbs  of  green  beans  

2. Has  Garanti-­‐  HSR-­‐180  holds  390  lbs  of  green  beans  

3. Ambex-­‐  YM-­‐120  holds  of  240  lbs  of  green  beans  

4. Diedrich  Manufacturing-­‐  CR-­‐490  holds  1080  lbs  of  green  beans  

5. Probat-­‐  Jupiter  5000  holds  1650  lbs  of  green  beans  

2. Target  Customers    

US  RoasterCorp  targets  their  previous  customers  for  return  business.  For  secondary  

customers,  US  RoasterCorp  relies  on  word  of  mouth  and  the  Internet  to  refer  people  to  

them.    Roasting  Innovation  has  compiled  a  list  of  US  RoasterCorp  customers  whom  were  

contacted  and  asked  to  complete  a  survey  on  their  preferences,  including  their  current  

roasters  (Table  2).  

Page  |  23    
 
 Table  2:  List  of  customers,  their  contact  information,  and  survey  

3. Target  Users    

The  primary  users  of  this  product  will  be  larger  coffee  houses  and  roasting  factories.  

The  people  who  will  use  the  machine  will  monitor  the  temperature  and  capacity  throughout  

the  roasting  process.  This  product  will  help  smaller  coffee  houses  grow  tremendously  

Page  |  24    
 
 throughout  the  exponentially  larger  capacity  of  the  roaster.  Being  more  energy  efficient  and  

cost  efficient  will  also  help  the  smaller  business  grow  when  they  use  this  product.    

4. Product  Description  &  Positioning  Statement  

For  the  owner  of  coffee  houses  who  would  like  to  grow  their  business  with  a  larger  

roaster,  US  RoasterCorp  with  their  300  kilogram  coffee  roaster  is  a  roasting  product  that  is  

highly  energy  efficient,  cost  efficient,  American  made,  and  comes  with  a  company  that  has  a  

high  level  of  expertise  in  the  rebuilding/manufacturing  coffee  roasters.  Unlike  Probat  or  

Deidrich,  US  RoasterCorp  is  the  only  coffee  roaster  that  is  able  to  pass  air  quality  standards  

in  Southern  California.  

4.1. Business  Problem,  Product  Concept  and  History  

US  RoasterCorp’s  customers  value  the  fact  that  the  roaster  is  American  made  

and  energy  efficient,  but  they  have  been  experiencing  a  few  problems  with  the  mixing  

of  the  beans.  US  RoasterCorp  currently  uses  fins  inside  of  their  roasting  drums  to  

facilitate  mixing  but  Roasting  Innovation  feels  like  these  can  be  vastly  improved  with  a  

few  different  designs  which  were  presented  to  US  RoasterCorp.  The  outcome  of  this  

meeting  was  that  US  RoasterCorp  felt  the  changes  were  unnecessary  and  too  different  

than  their  current  line  of  roasters.  This  prompted  Roasting  Innovation  to  rethink  the  

designs  and  come  up  with  a  design  that  stayed  consistent  with  US  RoasterCorp’s  current  

roasters  but  also  would  benefit  the  mixing  of  the  coffee  beans.  

Page  |  25    
 
 4.2. Key  Messages  &  Main  Benefits:  

The  new  roaster  design  will  facilitate  greater  mixing  and  a  more  even  roast  of  

the  coffee  beans.  A  new  method  for  emptying  the  beans  will  also  be  implemented.  The  

effect  of  this  will  be  increased  precision  in  timing  of  the  roasting.  The  empting  or  “belly  

dump”  method  will  allow  for  all  of  the  beans  to  exit  at  one  time  instead  of  in  short  

waves  or  bursts.  This  aspect  is  something  that  no  other  roaster  manufacturing  company  

has  implemented.  Although  this  will  be  new  to  the  market  after  marketing  and  sales  

descriptions  this  method  will  be  used  in  increasing  numbers  throughout  the  industry.  

5. Market  Data,  Competitive  Products,  and  Analysis    

US  RoasterCorp  has  examined  the  current  market  and  its  competitors  and  feel  as  

though  this  is  the  opportune  time  introduce  a  larger  roaster.  Most  of  their  competitors  

have  larger  roasters  that  have  been  very  profitable  for  each  company.    US  RoasterCorp  

knows  that  their  new  300  kilogram  roaster  will  be  welcomed  into  the  market  and  

increase  profits  for  the  company.  Roasting  Innovation  has  already  analyzed  the  

competitors  (Table  3).  

5.1. Competitive  Strengths,  Weaknesses  &  Response  Statements  

Primo  Roasting  

Strength-­‐  Low  Cost  

Weakness-­‐  Poor  Quality  

Has  Garanti  

Strength-­‐  Nice  Looking  Equipment  

Weakness-­‐  Based  in  Turkey  so  maintenance  is  difficult  

Page  |  26    
 
 Ambex  

Strength-­‐  Attractive  website  and  training  courses  available  

Weakness-­‐  Small  company  with  not  well  developed  marketing  

             Deidrich  

    Strength-­‐  Have  some  very  large  roasters  

    Weakness-­‐  Does  not  have  any  roasters  that  can  pass  air  quality  standards  in  

California  

             Probat  

    Strength-­‐  Years  of  experience  and  brand  loyalty  

    Weakness-­‐  Cast  iron  fronts  are  very  expensive  to  replace  if  cracked  

Table  3:  Competitors  and  comparisons  

Page  |  27    
 
Design  Requirements  

• Hold  300  kilograms  worth  of  coffee  beans  

• Allow  for  a  30%  volume  clearance  of  open  space  in  the  drum  after  the  coffee  beans  

have  been  roasted  

• Improve  the  exiting  of  the  coffee  beans  from  the  roaster  to  the  cooler  

• Account  for  thermal  expansion    

• Maintain  mixing  standards  so  as  to  reduce  over-­‐,  under-­‐,  and  uneven  roasting  

• Needs  to  meet  air  quality  standards  in  Southern  California,  the  highest  in  the  United  

States  of  America  

Calculations  and  Testing  

Calculations  

Volume  

Determining  the  volume,  diameter,  and  length  of  the  300  kilogram  drum  are  the  first  

calculations  that  need  to  be  completed  in  order  to  come  up  with  a  basic  drum  design.  The  

drum’s  volume  was  calculated  using  Equation  1.  Using  the  150  kilogram  drum  already  

developed  by  U.S.  Roaster,  a  rough  estimate  of  the  overall  drum  volume  was  determined.  The  

diameter  and  length  of  the  drum  were  then  calculated  using  the  volume.  Equation  2  is  to  

calculate  the  volume  of  the  dual  paddle  fluidized  mixer.  

Page  |  28    
 
 = 4∗ 2∗                                   (Equation  1)  

   Where:  V  =  volume  of  the  drum  (feet3)  

     D  =  diameter  of  the  drum  (feet)  

   L  =  length  of  the  drum  (feet)    

Table  4.  Diameter  and  length  calculations  based  on  the  volume  of  the  drum  

Drum  Volume  Calculations  

Diameter  (feet)   Length  (feet)   Diameter:Length   Volume  (feet3)  

4   5   1.250   62.8  

4   4.5   1.125   56.52  

    = ∗ 2+ ∗ +12∗ℎ∗ + ∗        (Equation  2)  

Where:  V  =  volume  of  the  drum  (feet3)  

     r  =  radius  of  the  swing  doors  (inches)  

     s  =  side  length  of  the  drum  (inches)  

     sT  =  side  length  of  the  top  (inches)  

     d=  internal  distance  (from  side  to  side)  of  drum  (inches)  

     L  =  length  of  the  drum  (feet)  

Page  |  29    
 
 Table  5.  Volume  Calculations  of  the  Dual  Paddle  Design    

Drum  Volume  Calculations  

Side  Length  (in)   Length  Top  (in)   Radius  (in)   Length  (in)   Height  (in)   Distance  (in)   Volume  (feet3)  

19.5   19.5   12   54   13.8    51   60.8  

20   21.5   12   54   14.1   51.3   78.3  

The  diameter:  length  ratio  also  needs  to  be  considered.  The  design  specifications  

require  the  length  of  the  drum  to  be  no  greater  than  25%  of  the  diameter.  Therefore,  based  on  

the  calculations  and  specifications  the  proposed  diameter  and  length  of  the  drum  is  4  feet  and  

4.5  feet,  respectively.    These  results  can  be  seen  in  Table  4.  The  dimension  calculations  for  the  

dual  paddle  fluidized  mixer  can  be  seen  in  Table  5.    

Thermal  Expansion  

Changes  in  temperature  cause  metal  to  contract  and  expand.  The  amount  of  expansion  

due  to  temperature  increases  is  dependent  upon  what  type  of  metal  is  subjected  to  the  heat.  

When  a  metal  such  as  stainless  steel  is  heated  it  can  expand  considerably,  while  cast  iron  

expands  a  relatively  small  amount.  This  can  become  a  serious  design  issue  with  coffee  roasters  

because  they  can  reach  temperatures  up  to  1000oF.  Special  design  requirements  must  be  met  

in  order  to  build  a  large,  industrial  coffee  roaster  which  can  function  properly  at  these  

temperatures.  In  order  to  take  in  account  the  thermal  expansion  in  the  coffee  roaster  design,  

the  amount  of  expansion  must  first  be  calculated.  The  thermal  expansion  can  be  done  using  

Equation  3.    

Page  |  30    
 
 ∆ = ∗ ∗( − )         (Equation  3)  

   Where:  ΔL  =  the  change  in  length  due  to  thermal  expansion  (inches)  

     c  =  coefficient  of  thermal  expansion  (/oFahrenheit)  

     Li  =  initial  length  of  the  drum  before  the  temperature  change  (inches)  

   Tf  =  the  final  temperature  (oFahrenheit)  

     Ti  =  the  initial  temperature  (oFahrenheit)  

Using  Equation  3,  the  results  for  the  amount  of  thermal  expansion  that  is  calculated  

when  heating  chromium  stainless  steel,  alloy  steel,  stainless  steel,  and  carbon  steel  up  to  

1000oF  can  be  seen  in  Table  6.    

Table  6.  Change  in  length  calculations  based  on  the  thermal  expansion  of  different  materials.    

Thermal  Expansion  Calculations  

Change  in  

Material   Lengthi  (in)   Temperaturei  (oF)   Temperaturef  (oF)   Coeff.  of  Thermal  Expansion  (/oF)*   Length  (in)  

Cr  Stainless  Steel   54   70   1100   0.00000663   0.382  

Alloy  Steel     54   70   1100   0.00000722   0.416  

Stainless  Steel   54   70   1100   0.0000103   0.594  

Carbon  Steel   54   70   1100   0.00000797   0.460  

*Coefficients  were  obtained  from  Hose  Master,  LLC  at  http://www.hosemaster.com/products/technical/thermalexpansion.php.    

Page  |  31    
 
 Based  on  the  information  in  Table  6,  the  material  which  provides  the  least  amount  of  

thermal  expansion  is  the  chromium  stainless  steel.  The  material  which  has  the  largest  amount  

of  expansion  due  to  temperature  change  is  stainless  steel.  A  cost  analysis  must  be  done  in  order  

to  determine  whether  the  cost  addition  of  reducing  thermal  expansion  is  necessary.    

Tests  to  be  Conducted  

Test  #1  Mixing  

We  will  test  the  mixing  of  the  beans  once  we  develop  a  new  fin  design.  We  will  paint  the  

beans  several  different  colors  according  to  where  they  are  placed  in  the  drum.  We  then  will  

rotate  the  drum  to  see  if  the  beans  mix  well  with  the  new  fin  design.  Mixing  is  important  to  

prevent  under  or  over  cooking  and  uneven  cooking  of  the  beans.  

Test  #2  Uniform  Heating  

We  will  test  the  uniformity  of  the  heating  of  the  coffee  beans.  Uniform  heating  is  

necessary  for  quality  roasting  in  order  to  avoid  uneven  bean  roasting.  It  also  helps  prevent  

under  roasting  and  over  roasting.    We  will  test  the  heating  by  placing  thermocouples  around  

the  drum  and  test  to  see  how  much  the  temperature  varies.      

Test  #3  Pressure  

We  would  like  to  increase  the  pressure  inside  the  drum  slightly  in  order  to  improve  the  

overall  efficiency  of  the  roasting.  This  may  be  done  by  the  addition  of  low  levels  of  Nitrogen  

into  the  drum.  Nitrogen  would  be  used  to  create  a  more  anaerobic  environment  for  reasons  

discussed  in  Test  #8  Anaerobic.    

Page  |  32    
 
Test  #4  Airflow  

In  order  to  have  even  roasting  the  airflow  within  the  drum  should  be  steady  and  

uniform.  This  will  help  reduce  hot  spots  and  keep  the  roasting  of  the  coffee  beans  even.      

Alternative  Design  Concepts  

Design  1:  Hook  Rotating  Drum  

In  this  proposal,  the  typical  fin  design  would  be  replaced  with  horizontal  hooks  which  

would  be  welded  along  the  entire  length  of  the  drum.  These  hooks  would  pick  up  the  beans  and  

then  throw  them  in  the  air  during  each  rotation.  This  would  create  a  semi-­‐fluidized  motion  for  

the  coffee  beans  and  encourage  even  roasting  of  the  coffee  beans.  On  the  back  end  of  the  

drum  would  be  a  screen.  When  the  roasting  is  completed  the  screen  could  be  moved  along  the  

entire  length  of  the  drum,  pushing  all  of  the  roasted  coffee  beans  through  the  outlet  of  the  

drum.  This  allows  for  quick  evacuation  of  the  coffee  bean,  again  allowing  for  a  more  even  

roasting.    

Page  |  33    
 
 Figure  1:  Drum  

Figure  2:  Drum  with  Hooks  and  Axel  

 
Page  |  34    
 
 Figure  3:  Assembly  of  Hook  Rotating  Drum  Design  

Design  2:  Single  Paddle  Mixer  

  This  design  features  the  traditional  roasting  drum  shape  but  it  differs  in  mixing  method  

it  uses.    This  proposal  uses  a  single  rotating  paddle  to  keep  the  beans  mixing  and  roasting  

evenly.    The  paddle  design  will  also  be  more  efficient  than  the  traditional  rotating  drum  

designs.    It  will  accomplish  this  by  requiring  a  smaller  power  source  to  rotate  the  paddles.    This  

design  will  also  feature  a  door  at  the  bottom  of  the  fixed  drum.    This  allows  for  a  faster  exit  for  

the  coffee  which  interns  permit  a  more  even  roast  of  the  beans.    The  barrel  would  be  heated  

one  of  two  ways.    The  first  possibility  is  to  keep  the  current  heating  system  in  place.    The  

second  option  consists  of  feeding  the  hot  air  into  holes  cut  into  the  bottom  or  top  of  the  drum.    

Either  of  these  would  be  valuable  options.  

Page  |  35    
 
 Figure4:  Drum  

Figure  5:  Drum  with  Paddles  

Page  |  36    
 
 Figure  6:  Assembly  of  the  Single  Paddle  Mixer  

Design3:  Dual  Paddle  Fluidized  Mixer    

In  order  to  offer  optimal  roasted  coffee,  the  coffee  must  be  evenly  roasted  through  

fluidized  mixing.  However,  the  traditional  design  of  an  industry  coffee  roaster  could  be  changed  

slightly  in  order  to  accommodate  for  thermal  expansion.  Traditional  roasters  use  coffee  ovens  

or  drums  that  rotate  on  a  horizontal  axis.  The  dual  paddle  fluidized  mixer  is  designed  to  more  

efficiently  mix  the  coffee  beans  while  maintaining  a  similar  aesthetic  look  to  traditional  

roasters.  The  design  no  longer  encompasses  a  roasting  drum,  but  instead  relies  on  two  shafts  

with  sweep  paddles.  The  shafts  are  powered  by  gear  sets  and  motors.  The  sweep  paddles  will  

be  offset  on  the  two  shafts  to  efficiently  move  the  coffee  beans.  The  roaster  will  be  heated  

through  air  flow  coming  from  four  nozzles  that  are  placed  at  the  top  of  the  roaster.  The  coffee  

Page  |  37    
 
beans  enter  from  the  inlet  situated  on  top  of  the  roaster.    The  coffee  beans  will  then  land  on  

the  sweep  paddles.  The  sweep  paddles  will  turn  in  opposite  directions  at  35  rpms.  After  the  

coffee  beans  are  roasted,  the  roaster  doors  will  swing  open  and  allow  the  coffee  beans  to  fall  

onto  the  cooler.  This  roaster  will  also  contain  a  front  face  plate  to  allow  for  maintenance  

applications.    

Figure7:  Frame  of  Dual  Paddle  Mixer  

Page  |  38    
 
 Figure  8:  Frame  with  Paddles  

Figure  9:  Assembly  of  Dual  Paddle  Mixer  

 
Page  |  39    
 
 Financial  Analysis  

Table  7:  Testing  and  Miscellaneous  Requirements  

Product   Amount   Price  per  Unit   Cost    

Sprockets  (#35,  #40)   1   $200   $200  

Plastic  sheeting  for  Testing   1  .25x12x24   $65   $65  

Metal  sheeting  for  Testing   2  .008x4x10   $15   $30  

Fittings/bolts   -­‐-­‐   -­‐-­‐   $10  

5  gallon  plastic  bucket   1   $15   $15  

Thermocouples     3   $30   $90  

Gear  Motor   1   $300   $300  

Pressure  Gage   1   $15   $15  

Dye/Paint   4  colors   $5   $20  

Drive  shaft   1   $10   $10  

Total       $755.00  

Page  |  40    
 
 Table  8:  Design  1  Hook  Rotating  Drum  

Product   Amount   Price  per  Unit   Cost    

Stainless  Steel  Drum   1   1.635  ($/lb.)   $981  

12.5  x  4.5  feet  (600lbs)  

Welding   1   $49   $49  

Shaft   1   $720.90   $720.90  

Hooks  (28lb)   4   $1.635  ($/lb)   $183.12  

Bearings   1   $89.80   $89.80  

       

Total       $2023.82  

Page  |  41    
 
 Table  9:  Design  2  Single  Paddle  Mixer  

Product   Amount   Price  per  Unit   Cost    

Stainless  Steel  Drum   1   1.635  ($/lb.)     $981  

12.5  x  4.5  feet  (600lbs)  

Welding   1   $49   $49  

Hinges   4   $18   $72  

Paddles  (18  lb)   -­‐-­‐   -­‐-­‐   -­‐-­‐  

Shaft   1   $720.90   $720.90  

Bearings   1   $48.75   $48.75  

       

Total       $1871.65  

Page  |  42    
 
 Table  10:  Design  3  Dual  Paddle  Mixer  

Product   Amount   Price  per  Unit   Cost    

Stainless  Steel  Drum   1   1.635  ($/lb.)     $981  

12.5  x  4.5  feet  (600lbs)  

Welding   1   $49   $49  

Hinges   4   $18   $72  

Shafts   2   $720.90   $1441.80  

Paddles  (36  lb)   -­‐-­‐   -­‐-­‐   -­‐-­‐  

Bearings   2   $48.75   $97.50  

       

Total       $2641.30  

Table  11:  Total  Cost  of  Each  Design  

Design   Cost    

Testing,  Miscellaneous,  and  Design  1Hook  Rotating  Drum   $2778.82  

Testing,  Miscellaneous,  and  Design  2  Single  Paddle  Mixer   $2626.65  

Testing,  Miscellaneous,  and  Design  3  Dual  Paddle  Mixer   $3396.30  

Page  |  43    
 
 Works  Cited  

Primo  Roasting  Equipment.  Web.  6  Oct.  2010.  http://www.primoroasting.com/  

Has  Garanti  Coffee  Roasting  Machinery  -­‐  Home.  Web.  6  Oct.  2010.  

<http://www.hasgaranti.com.tr/>  

Davis,  Terry.  Ambex  Coffee  Roasters,  Coffee  Roasting  Equipment  and  Roast  Control.  Web.  6  Oct.  

2010.  http://www.ambexroasters.com/  

Diedrich  Manufacturing.  Web.  6  Oct.  2010.  http://www.diedrichroasters.com/  

Probat:  Home.  Web.  6  Oct.  2010.  http://www.probat.com/  

US  Roaster  Corp.  Web.  6  Oct.  2010.  http://www.usroastercorp.com/  

Boyd  Metals  Web.  12  Oct.  2010.  http://www.boydmetals.com/  

Earle  M.  Jorgensen  Company  ®  -­‐  EMJ  -­‐  Distributor  of  Metal  Bars,  Tubular  Products,  and  Plate.  

Web.  12  Oct.  2010.  http://www.emjmetals.com/  

"Welcome."  Home.  Web.  12  Oct.  2010.  http://www.albrightsteel.com/html/welcome1.html  

Afco  Industries.  Web.  12  Oct.  2010.  http://www.afco-­‐ind.com/  

BlackMax  ::  Home.  Web.  12  Oct.  2010.  http://www.blackmaxtools.com/  

IBISWorld.  Web.  6  Oct.  2010.  http://www.ibisworld.com    

Specialty  Coffee  Association.  Web.  15  Oct.  2010.  http://www.scaa.org  

Page  |  44    
 
National  Coffee  Association.  Web.  15  Oct.  2010.  http://ncausa.org    

Coffee  Fest.  Web.  15  Oct.  2010.  http://www.coffeefest.com    

Tea  and  Coffee  Trade  Journal.  Web.  15  Oct.  2010.  http://www.teaandcoffee.net    

Roast  Magazine.  Web.  15  Oct.  2010.  http://roastmagazine.com    

Fresh  Cup  Magazine.  Web.  15  Oct.  2010.  http://www.freshcup.com    

Coffee  Talk.  Web.  15  Oct.  2010.  http://www.coffeetalk.com    

American  Coffee  Corporation.  Web.  15  Oct.  2010.  http://www.amcof.com    

International  Coffee  Organization.  Web.  15  Oct.  2010.  http://www.ico.org    

European  Coffee  Federation.  Web.  15  Oct.  2010.  http://www.ecf-­‐coffee.org    

Tea  Association  of  the  USA.  Web.  15  Oct.  2010.  http://www.teausa.com      

Italiancook.ca.  Web.  4  Dec.  2010.  http://www.italiancook.ca/origins-­‐coffee.htm#item1    

Coffeesearch.org.  Web.  4  Dec.  2010.  http://www.coffeeresearch.org/coffee/scaaclass.htm    

Page  |  45    
 
Appendix  A  –  Scientific  Literature  

Page  |  46    
 
Appendix  B  –  Patents  

Page  |  47    
 
Karolyn  Bolay,  Kelsey  Hubbard,  Bri2any  Looke,    
Mark  Marshall  and  Nathan  Moyer  
The  Team  

Mark  Marshall  

Nathan  Moyer  
 The  Client  

U.S.  Roaster  Corp  

Oklahoma  City,  Oklahoma  
Owned  by  Dan  Jolliff  
Have  been  manufacturing  coffee  roasters  since  2004.  
Mission  Statement  
RoasHng  InnovaHons  mission  will  develop  a  300  kilogram  
coffee  roaster  that  will  be  safe  and  reliable  with  the  
ability  to  be  easily  reproduced  

The  team  will  redesign  the  drum  and  drive  train  

components  of  the  roaster  

Materials  used  to  build  the  roaster  will  be  chosen  to  
maintain  opHmal  quality  of  the  product  being  roasted  
Problem  Statement  
RoasHng  InnovaHon  needs  to  design  and  produce  a  drum  
and  drive  train  for  a  300  kilogram  roaster  that  can  
withstand  temperatures  up  to  approximately  600  degree  
Fahrenheit  so  as  to  reduce  destrucHon  of  the  quality  of  
the  roaster  due  to  thermal  expansion  

The  300  kilogram  roaster  needs  to  be  able  to  roast  
excepHonal  coffee  to  the  user’s  taste,  be  easily  
reproducible,  and  remain  safe  to  operate  
Fall  Semester  Schedule  
September  
Mission  Statement  and  Problem  Statement  due  9/27  
October  
Detailed  Report  and  Budget  due  10/18  
CompeHHve  Analysis,  Research,  and  InvesHgaHon  due  
10/22  
Statement  of  Work  due  10/29  
November  
Work  Breakdown  Structure  and  List  of  Tasks  due  11/5  
December  
Fall  Report  and  PresentaHon  due  12/7  
Competitors  and  products  
Ambex  –  240lbs  of  green  coffee  beans  

h]p://www.ambexroasters.com/art/equipment/roasters/ym120/lrg/ym_120_main.jpg    
Competitors  Continued  
Has  GaranH  –  390lbs  of  green  coffee  beans  

h]p://www.hasgaranH.com.tr/components/com_virtuemart/shop_image/product/
0acb6e7bf3752a9175f2eac295b2f44d.jpg    
Competitors  Continued  
Deidrich  –  1080lbs  of  green  coffee  beans  

h]p://www.diedrichroasters.com/images/JPG/CR-­‐490-­‐2008.jpg    
Competitors  Continued  
Probat  –  1650lbs  of  green  coffee  beans  

h]p://www.probat.com/typo3temp/pics/6c95847e0d.jpg    
Competitors  Continued  
Primo  RoasHng  –  310lbs  of  green  coffee  beans  

h]p://www.primoroasHng.com/images/primo/arHcles/16/PRI135lg.jpg    
Existing  Technology  
FluidizaHon  
RotaHng  Drum  
Curved  Fins  
Belly  Dump  

Common  Designs  
Horizontal  RotaHng  Drum  
Indirect  HeaHng  
Curved  Fins  
Analysis  of  the  Coffee  Industry  
Roaster  Patents  

Effects  on  the  Industry  

Standards  

RegulaHons  

Client  CharacterisHcs  

Environmental  Concerns    
Patents  
 Coffee  RoasHng  Process  and  Apparatus  –  Patent  
5287633  presents  an  industry  coffee  roaster  that  
includes  drum  fins,  shaf  bearings,  and  a  gear  motor  

 How  to  control  the  thermal  expansion  of  high  end  

industry  coffee  roasters.  
Patents  
 Dual  shaf  pan  mixer  ¬–  Patent  4758095  uses  dual  shafs  
with  a]ached  paddle  mixers.    The  shafs  are  connected  
to  a  worm  gear  which  is  then  powered  by  a  motor  

 Shows  how  dual  shaf  mixers  can  be  used  for  food  
processing  
Where  Does  Coffee  Come  From?  
The  main  countries  which  grow  coffee  beans  are:    
Ivory  Coast   Colombia  
Puerto  Rico   Yemen  
Costa  Rica   Ethiopia  
  Mexico   Brazil  
Guatemala   Indonesia  
Kenya  

The  primary  coffee  producer  in  the  United  States  

is  Hawaii.  
Effects  on  the  Industry  
Health  benefits  
Lowers  the  risks  of  certain  kinds  of  cancer,  Type  2  
diabetes,  Alzheimer’s  disease,  and  heart  disease  
World  price  of  crude  oil    
Demand  from  grocery  wholesalers  
Supermarkets  and  grocery  stores    
Effects  on  the  Industry  
Price  of  the  green  coffee  bean  
Coffee  bean  prices  can  be  very  unpredictable  due  to  
weather  condiHons    
Sustainable  and  fair-­‐trade  producHon    
Many  coffee  retailers  and  consumers  today  take  into  
account  the  issue  of  fair-­‐trade  when  buying  or  selling  
coffee    
Gourmet  and  imported  coffee  have  increased  
the  growth  of  the  coffee  industry  
Standards  
Ethical  treatment  of  workers    
a  deciding  factor  in  the  producHon  or  purchasing  
of  coffee  
Ethical  coffee  groups  and  lobby  groups  are  
developing  and  establishing  new  standards  
Quality  of  beans  
10-­‐12%  moisture  content  
No  primary  defects    
Maximum  five  secondary  defects  
parchment,  hull  or  husk,  broken  or  chipped  beans,  
insect  damage,  parHal  black  or  sour,  shell,  small  
stones  or  sHcks,  or  water  damage  
Regulations  
Air  quality  regulaHons  
Public  health  and  product  labeling  regulaHons  
Food  and  Drug  AdministraHon  (FDA)    
CFR  21:  Reference  Amount  Customarily  Consumed  Per  
EaHng  Occasion:  240  mL  (8  fl.  Oz.)  
nutriHon  informaHon  and  health  messages  available  to  
the  consumers    
Regulations  
Food  processing  regulaHons  
Clean  Water  Act  
Clean  Air  Act  
PolluHon  PrevenHon  Act    
Resource  ConservaHon  and  Recovery  Act    
InternaHonal  Coffee  OrganizaHon  
Development  and  funding  of  projects  
CerHficates  of  origin  
Sustainable  management  of  coffee  resources  and  
processing  
Client  Characteristics  
PotenHally  can  double  U.S.  Roaster  Corp’s  market  
size  with  the  300  kilogram  roaster  

Currently  selling  to:    

average  sized  coffee  corporaHons    
startup  companies  
Want  to  sell  to  big-­‐name  coffee  corporaHons    
Folgers  and  Maxwell  House  
Larger  coffee  roasters  such  as  the  150  kilogram  and  
300  kilogram  coffee  roasters  
Environmental  Concerns  
Southern  California  has  more  strict  air  polluHon  emission  
regulaHons  than  any  other  area  of  the  United  States  of  
America.    
Currently,  there  are  not  any  roasters  sold  on  the  market  that  
are  allowed  to  be  operated  in  southern  California  because  
they  exceed  the  more  strict  air  quality  regulaHons.    
Customer  Survey  
9  U.S.  Roaster  Corp  customers  were  contacted    
All  9  said  that  they  would  buy  another  coffee  roaster  
from  U.S.  Roaster  Corp  

Most  Important  Change:  the  mixing  of  the  beans  

AddiHonal  Improvements:  PLC  controls  
Most  Important  Value:  the  roasters  are  environment  
friendly  and  look  appealing  
Business  Plan  
The  product  will  be  manufactured  on  site    

Materials  from  local  shops  will  be  purchased    

Total  cost  of  producHon  will  approximately  be  
between  $2700  and  $3500,  depending  on  the  
chosen  design  
Experiments  and  Testing  
Test  #1  Mixing  
test  the  mixing  of  the  beans  once  a  new  fin  design  is  
developed  
Mixing  is  important  to  prevent  uneven  cooking  of  the  
beans  

Test  #2  Uniform  Hea5ng  

Test  by  placing  thermocouples  around  the  drum  to  
observe  temperature  variance  
Uniform  heaHng  is  necessary  for  quality  roasHng  in  
order  to  avoid  uneven  bean  roasHng  
Experiments  Continued  
Test  #3  Pressure  
increase  the  pressure  inside  the  drum  slightly  in  order  
to  improve  the  overall  efficiency  of  the  roasHng  

Test  #4  Airflow  

airflow  within  the  drum  should  be  steady  and  uniform  
to  reduce  hot  spots  and  keep  the  roasHng  even  
Design  1:  Hook  Rotating  Drum  
Design  1:  Hook  Rotating  Drum  
Design  1:  Hook  Rotating  Drum  
Design  1  Video  
Design  2:  Single  Paddle  Mixer  
Design  2:  Single  Paddle  Mixer  
Design  2:  Single  Paddle  Mixer  
Design  2  Video  
Design  3:  Dual  Paddle  Mixer  
Design  3:  Dual  Paddle  Mixer  
Design  3:  Dual  Paddle  Mixer  
Design  3  Video  
Calculations:  Volume  
Requirements:  
Length  of  the  drum  should  be  about  125%  the  width  
of  the  diameter  
Diameter:Length  =  1.25  
Must  account  for  about  30%  clearance  volume  

Once  taking  into  account  all  of  the  requirements  we  

determined  that  the  desired  volume  should  be  at  
least  56  cubic  feet  
Volume:  Design  1  and  2  
The  volume  of  a  single  drum  was  calculated  using  the  
following  equaHon  

Where:  V  =  volume  of  the  drum  (feet3)  

     D  =  diameter  of  the  drum  (feet)  
     L  =  length  of  the  drum  (feet)  

Drum  Volume  CalculaHons  

Diameter  (feet)   Length  (feet)   Diameter:Length   Volume  (feet3)  

4   5   1.250   62.8  

4   4.5   1.125   56.52  

Volume:  Design  3  
The  volume  of  the  Dual  Paddle  Drum  was  calculated  
using  the  following  equaHon  

Where:  V  =  volume  of  the  drum  (feet3)  

     r  =  radius  of  the  swing  doors  (inches)  
     s  =  side  length  of  the  drum  (inches)  
     d=  internal  distance  (from  side  to  side)  of  drum  (inches)  
     L  =  length  of  the  drum  (feet)  
Volume:  Design  3  
Drum  Volume  CalculaHons  

Side  Length  (in)   Length  Top  (in)   Radius  (in)   Length  (in)   Height  (in)   Distance  (in)   Volume  (cubic  f)  

19.5   19.5   12   54   13.8    51   60.8  

20   21.5   12   54   14.1   51.3   78.3  

Calculations:  Thermal  Expansion  
 Using  the  following  equaHon,  the  amount  of  expansion  
due  to  heat  applicaHon  was  determined  

Where:  ΔL  =  the  change  in  length  due  to  thermal  expansion  (inches)  
     c  =  coefficient  of  thermal  expansion  (/oFahrenheit)  
     Li  =  iniHal  length  of  the  drum  (inches)  
   Tf  =  the  final  temperature  (oFahrenheit)  
     Ti  =  the  iniHal  temperature  (oFahrenheit)  
 Thermal  Expansion  CalculaHons  
Material   Lengthi  (in)   Tempi  (oF)   Tempf  (oF)   Coeff.  of  Thermal  Expansion  (/oF)   Δ  Length  (in)  

Cr  Stainless  Steel   54   70   1000   0.00000663   0.382  

Alloy  Steel     54   70   1000   0.00000722   0.416  

Stainless  Steel   54   70   1000   0.0000103   0.594  

Carbon  Steel   54   70   1000   0.00000797   0.460  

 Chromium  Stainless  Steel  had  the  least  amount  of  expansion  

 Stainless  Steel  had  the  greatest  amount  of  expansion  

Financial  Analysis:  Testing  
Product   Amount   Price  per  Unit   Cost    

Sprockets  (#35,  #40)   1   $200   $200  

PlasHc  sheeHng  for  TesHng   1  .25x12x24   $65   $65  

Metal  sheeHng  for  TesHng   2  .008x4x10   $15   $30  

Fiungs/bolts   -­‐-­‐   -­‐-­‐   $10  

5  gallon  plasHc  bucket   1   $15   $15  

Thermocouples     3   $30   $90  

Gear  Motor   1   $300   $300  

Pressure  Gage   1   $15   $15  

Dye/Paint   4  colors   $5   $20  

Drive  shaf   1   $10   $10  

Total   $755.00  
 Financial  Analysis:  Design  1  
Product   Amount   Price  per  Unit   Cost    

Stainless  Steel  Drum   1   1.635  ($/lb.)   $981  

12.5  x  4.5  feet  (600lbs)  

Welding   1   $49   $49  

Shaf   1   $720.90   $720.90  

Hooks  (28lb)   4   $1.635  ($/lb)   $183.12  

Bearings   1   $89.80   $89.80  

Total  
$2023.82  
 Financial  Analysis:  Design  2  
Product   Amount   Price  per  Unit   Cost    

Stainless  Steel  Drum   1   1.635  ($/lb.)     $981  

12.5  x  4.5  feet  (600lbs)  

Welding   1   $49   $49  

Hinges   4   $18   $72  

Paddles  (18  lb)   -­‐-­‐   -­‐-­‐   -­‐-­‐  

Shaf   1   $720.90   $720.90  

Bearings   1   $48.75   $48.75  

Total  
$1871.65  
 Financial  Analysis:  Design  3  
Product   Amount   Price  per  Unit   Cost    

Stainless  Steel  Drum   1   1.635  ($/lb.)     $981  

12.5  x  4.5  feet  (600lbs)  

Welding   1   $49   $49  

Hinges   4   $18   $72  

Shafs   2   $720.90   $1441.80  

Paddles  (36  lb)   -­‐-­‐   -­‐-­‐   -­‐-­‐  

Bearings   2   $48.75   $97.50  

Total  
$2641.30  
 Financial  Overview  

Design   Cost    

TesHng  and  Design  1Hook  RotaHng  Drum   $2778.82  

TesHng  and  Design  2  Single  Paddle  Mixer   $2626.65  

TesHng  and  Design  3  Dual  Paddle  Mixer   $3396.30  

Marketing  Plan  
Website  
 Team  website  to  explain  our  purpose  
SpecificaHons  Sheet  
 Will  allow  customers  to  see  the  specificaHons  of  the  roaster  and  
compare  to  others  
Brochure  
 To  be  used  at  conferences,  trade  shows  and  taste  tesHng  events  
to  promote  the  roaster  
Pictorial  User  Manual  
 Will  be  given  to  the  customer  upon  purchase  to  show  how  to  use  
the  roaster  and  obtain  prime  results  
Spring  Project  Schedule  
January  
Begin  Working  on  building  of  the  Prototype  
February  
First  Prototype  Completed  by  2/28  
March  
Test  on  Prototype  Completed  3/14  
Final  Design  Completed  3/21  
April  
Final  Report  and  PresentaHon  due  4/21