(Blog-Off II Entry) Make Your Dream a Reality... From Concept to Action

In case you haven’t read the intro to this blog string, “Bring Your Invention or Idea to LIFE”, then please click the link to get you started with the stages of New Product Development (NPD).

The first stage is the Concept or Idea you have for your product. We will talk about how you can do some research on your fabulous spatula, stainless steel cell phone cover or any other idea to see if your product is even a viable asset to the market or just a waste of time and money.

For this blog, let’s continue with the stainless steel cell phone case and do a little research that correlates with stage one of NPD. We’re already over the first hurdle, which is the concept.  Now let’s move into researching that concept, and see if developing this case is worthwhile. There are several research methods we can use to deliver the results we’re looking for:

1.    Strengths, Weaknesses, Opportunities, and Threats (SWOT) – This is a fantastic marketing tool you can use to indentify and analyze the internal and external factors impacting your concept. To learn about SWOT you can check out Wikipedia, which has some great information. SWOT on Wikipedia.

2.    Target Market Research – This research is to test the pulse of your market, who will be purchasing your product, and what they are looking for. Find what people want, need, what the trends are, and if they believe in your concept.

3.    Competitor Research – Define, gather and analyze competitors with products similar to your own. You need to know what else is out there.  One idea is to purchase every product that is similar to yours for fit, function and feel.

4.    Product Feedback – You now have your competitors products and your concept or idea.  We can now put together a focus group and do some field testing on your competitors products to see what changes you can make to set your product apart from the rest of the market. Some questions to ask are; Why will consumers choose your product?  What benefits will your product provide that others do not? What are the critical features you should incorporate?

5.    Pre-production Planning – You now have your feedback and research on your idea.  Here we move into costs and next steps involving the production of your part. What is your target price? What are your competitors charging? What material? What are the top choices for prototyping and manufacturing?

This is the initial phase of your NPD, and utilizing some key points in the previous blog will help you generate more ideas and keep them at hand. Time wise, this stage in the process often consumes up to a third your total project.  Make sure not to rush or force things.  At this juncture you now have to decide if you want to continue investing in the development of your concept, or maybe that you’d like to seek entertainment elsewhere.

UPDATE : 2nd STAGE IS NOW POSTED ONLINE CLICK HERE TO GO TO STAGE 2

Tim Ruffner
Email: Timr@GPIprototype.com
Click On Any Of The Following Links To Follow Tim/GPI

Comments

[Tim]

I just wanted to post this comment I saw on one of Sam's blogs here.

http://www.communitymarketing.typepad.com/my_weblog/2009/12/6-things-seo-experts-wont-tell-you-but-i-will.html

Despite all the import of sales pitches, packaging, presentation and all the like, nothing sells better than a good product. A good product sells itself, no matter where on earth it's tucked away in. Heck, why do companies spend fortunes digging miles into the earth in search of black gold? SEO is relevant and will assume greater importance in the years to come but one should start with a good product first of all

Posted by: Yomi Ogunrinol | December 13, 2009 at 02:51 PM

BOY IS THAT THE TRUTH, I HAD TO ADD THAT FOR THOSE WHO READ THIS BLOG AFTER THE CONTEST... I TOTALLY AGREE!!

[Jenny R]

Great! Lets keep moving forward! At the end of all this I expect to see your name out there for the next new invention!

[Jason]

That was very informative, I never would have thought about researching the trends involved of today's lifestyle. Looks like you do not leave anything out! Nice job there!

[Becky]

Very good blog. I might also add... I'm a real person... so my comments aren't fake that's for sure, lol. You have good networking skills. I notice a lot of mutual friends/family posting so I know those aren't fake. It's all about networking and the skills of a blogger... and your GOOD!

[Dan]

good writing on research and feedback, good path to follow

[Mikey Reno]

Wow Tim hy Seem To Be Getting Better As You Go Great Work.. When You Make The Big Money Don't Forget About Us Little People LoL

[Jim]

Tim,
Very informative and straight to the point.

[Darlene Sabella]

This is Awesome, I cam back to read your article again, there is so much good information and is easy to follow. I want to forward this to my Son, Jerry. I love the pictures, they work with this post.

[Brad Jenks]

Any plans to publish this stuff?

[Darlene Sabella]

Fantastic Article my friend, you are a very talent guy and I wish you lots of kudo's. Thank you for sharing your expert knowledge in the design, promote and of course, creat a product.

[Patricia R.]

~ Tim, Your doing so very good on all the info. Keep up the good work. As always I can't wait to read your next blog, you sure do have a good head on your shoulder's with alot of good ideas. You really know how to make everyone think outside the box. Good Luck! ;)

[Tim]

@Sam - Anything you need I am here. I have many friends because I did a lot of traveling as a sales person. I can't however tell those who comment what to comment lol. If I did then I would have had some of my friends take out the word Bro lol. Good luck !

[Sam Diener]

@sean Thank you for your comment. I am sorry if my comment seemed harsh. It wasn't meant to be. I simply was going from experience in watching what was posted in comments. Kudos for having so many friends to tap into. If I did, I wouldn't be sitting alone all day every day (joke)

Obviously we all want to win... and I would love to build community in the end. To keep suspicions low, I might recommend asking your friends to post different things for comments.

I am taking your advice and making contact info more accessible.

[Tim]

@ Bradford - Thank you for your idea about the white paper, I completely over-looked that in this blog, I kind of went over that in my previous blog at http://www.communitymarketing.typepad.com/my_weblog/2009/12/bring-your-invention-or-idea-to-life.html

The few posts under that thank you for your comments about the blog itself, I am really looking for some comments on my actual writing skills along with the content of my article.

@Dominic - The SWOT analysis is used quite often in any scenario, I use it at least once a week. Continue to use it you will see great results.

@Sharon - You are right, I do at times as well read other comments that people leave and come up with some words that can not come to mind.

@Sarah - That is what I love to see, thank you so much for your comment, I am a beginner to blogging and I did am amateur mistake by adding in wiki and not using actual references. Most of what I am writing is from my head and don't really have a reference for that. I will use your idea in the future. I promise!

@Sam - I understand where you are coming from and let me shed a little light on how I got some of my readers. I am no perfect SEO person nor do I have the skills to market my blog like Sean has with the 7 worst linkedin mistakes. I have seen seans blog all over google and kudos to him for that, by me reading these blogs I am learning how to become good at that. However, I used my own personal network. I tried linkedin, I did not get many people from my connections to comment, I did myspace I got a few, I tried twitter (I suck at twitter and am taking up YOUR ideas from your blog) and that did not do to well. What I used was my close friends and family to read over my blog and asked them to pass it onto their friends to read. We both know that when a comment comes in we get to see their IP address, as far as cheating that I am not. But I can help you tap into your actual friend and family network if needed to help get you more comments. Just send me an email :)

@Chel - SWOT has been the most talked about in the comments :) Thank you for your kind comment!

@Andrea - I will go into how to consult with clients on stage 5 stay tuned! As far as implementing the strategy, it is tricky if you don't have the desire or willingness to succeed. Once you are committed stay focused and you will do great, even if you fail with your product you will get satisfaction knowing that you did your best!

@Melissa - I loved your comment thank you very much, watch for stage 3 which will talk about the prototype stage.

[Bradford Beauchamp]

Tim,

Overall a great job. I think you are laying out the process of product development very well. You may wish to add that the development of a "white" paper covering the project would be a useful tool to have at this stage. The White paper puts into writing in one place many of the questions and answers that are being posed.

I look forward to reading the follow-up posts.

[Shanna]

Very awesome. Great blog. :D You rock!

[Sheryl]

Very clear, thoughtful and succinct. Nice going on the thought process.

[Salina]

good information in this blog!

[Jason]

Attta boy, hell of an idea.

[cliff]

im all for it

[Nelle]

very good blogs easy to understand and follow =)

[Margaret]

Excellent insight, this was an excellent blog, good ideas. I liked the detail in providing marketing plan.

[Rob]

This was a good read I enjoyed the education.

[Diana]

Very Good Blog....Understandable...Good insight!!

[Brian W]

I found this blog informative straight to the point.I also think if companies would follow these steps more there would be less product recalls.

[Wicked]

Very well constructed and give very well worded info..great job hun

[Justin]

This is great... Nice work Tim

[Sammy Kay]

Very enlightening blog, straight to the point. Uses good language skills to explain everything. Keep up the great blogging :D

[Dominic]

i found this post to be informing, yet very easy to read. If everyone used SWOT, i think that there products would have no problem being sold.

"Competitor Research – Define, gather and analyze competitors with products similar to your own. You need to know what else is out there. One idea is to purchase every product that is similar to yours for fit, function and feel."

I found this to be the most over looked in the business world, know your competition, it was very well said and i look forward to reading any other of your upcomming blogs.

[anthony tunzi]

Easy to read, straight to the point with out any run on sentences, great attention to detail and pretty much self explanitory, good blog bro, looking forward to the next

[Sharon Morris]

I have read this blog and liked it very much. I also read the comments from others as well to get some ideas as to what I want to say.
I see that Sam made a comment about some people saying the same thing. God forbid I say something that someone else may have said because I will be judged in my words.
Regardless of what Sam may think, I felt that this was informative and well written.
I think it was a little short, I did want more and I am looking forward to reading more.

[Crawford 97]

Tim,
i am continously impressed with your blog posts i cant wait to see and read more of them =]

[Sarah]

This is the little I know about the planning stages of NPD, So I thought I would share, for those who do want to look more into developement...

Planning: Delivering Strategic Value

Planning is specifying the goals to be achieved and deciding in advance the appropriate actions needed to achieve those goals. Planning activities include analyzing current situations, anticipating the future, determining objectives, deciding in what types of activities the company will engage, choosing corporate and business strategies, and determining the resources needed to achieve the organization’s goals. Plans set the stage for action and for major achievements.

The planning function for the new business environment, discussed in Part 2 of this book, is more dynamically described as delivering strategic value.Value is a complex concept.55 Fundamentally, it describes the monetary amount associated with how well a job, task, good, or service meets users’ needs. Those users might be business owners, customers, employees, society, and even nations. The better you meet those needs (in terms of quality, speed, efficiency, and so on), the more value you deliver. That value is “strategic” when it contributes to meeting the organization’s goals. On a personal level, you will do well when you periodically ask yourself and your boss, “How can I add value?” Answering that question will enhance your contributions, your job performance, and your career.

Historically, planning described a top-down approach in which top executives establish business plans and tell others to implement them. Now and in the future, delivering strategic value is a continual process in which people throughout the organization use their brains and the brains of customers, suppliers, and other stakeholders to identify opportunities to create, seize, strengthen, and sustain competitive advantage. This dynamic process swirls around the objective of creating more and more value for the customer. Effectively creating value requires fully considering a new and changing set of stakeholders and issues, including the government, the natural environment, globalization, and the dynamic economy in which ideas are king and entrepreneurs are both formidable competitors and potential collaborators. You will learn about these and related topics in Chapter 4 (planning and strategic management), Chapter 5 (ethics and corporate social responsibility), Chapter 6 (international management), and Chapter 7 (entrepreneurship).

Management: Leading and Collaborating in a Competitive World, by Bateman and Snell (8th edition, 2009)

I think it is good just get a more reliable source than Wikipedia...

I have not read the other one yet, but I get the feel of a self help pamphlet. Take out the use of the word 'we' because i am sure you are not specifically, helping them with their development of the product. I'll pass it on to other people and ask them for their feedback as well.

[Manny]

Tim, that was awesome man.. you put it to where any and all could understand , those that know me , know that it takes alot of time to explain things to me , I'm not the smartest of people. I had no problems reading and understanding the concept. Excellent work .

[Anjeanette]

Was actually applying S.W.O.T to all those ideas I had as a kid. Your ideas are easy to follow & understand. All in all I am very impressed & looking forward to whatever you may post next.

[bobby bouche]

very inciteful and interesting well put you should write a book i would buy one :)

[Lori]

Very well written. The pictures go along with the very well to help get the idea of what you are taking about and in getting to the point of what you are looking for. Also it is written well in a manner of explaining each step of the process. Exceptionally written!

[Sam Diener]

Tim - I have to be honest, I am quite impressed with your ability to build comments like you have so quickly. IF they are real, then congratulations. However, I did see the anonymous post about the fake comments, and on your last article and I do have a question because I want to make sure this is a fair competition for all of us.

"U/ you caught my attention" is used in two comments....

"great /good insight" is used in more than one comment

and Ralph, Billy, and Doug Hoff posted the exact same "Good, clear and concise writing about market research. Thanks!"

I would love to have a real discussion with your commenters... but this makes it kind of tough.....

[Craig]

Tim

Very Good Blog....Understandable...Good insight!! Look forward to the next one!!

[rockow41]

I am glad to see that some one can explain thing in this kind of detail so that thews of use that don't it right away can figure it out bye reading it in the way that it is put bye you thank you for the chance to read this. even some one like me could git a project started with this blog.

[Ashleyanne]

Tim,

good work on this post it i was very understandable!
i loved the pictuers you provided to go along with what you have.S.W.O.T. is a excellent way too break something down and explain it i cant wait until your next post. Good Luck

[Therran Oliphant]

While I'm not an inventor, I certainly use these steps for product management within my own organization. More people would succeed if they used marketing techniques such as these.

[LaLoritez]

TIM,
Everything was so was described so nicely and clear. I couldn't have done as well as u did at explaining marketing research. I'm very impressed I think that I may come to and explain what ideas I may have.

[Mike]

Ok, so your first post had me hooked, and then I read this post. I really feel like inventing the chair that I so desire. I am looking forward to the next post. Your writing skills are impecable and your content is always appealing. I must say your graphics are also great, where did you get those? HOOKED.

[michael]

i like how you set up the different catagories and set them in helpful and harmful very good way to blog ur ideas bro best of luck u deserve 2 win...............................................

[Mary]

Interesting Way of Putting Marketing into Perspective~ U caught My Attention ;)

[Chel]

Tim
I read your blog post and found it to be interesting and informative. I think that the most interesting portion is where you discuss the SWOT tool in order to "identify and analyze the internal and external factors" that imact your products concept. I think that the graphics and illustrations that you provided provide clear visualizations that help to accentuate the ideas that you are providing.
Overall, I enjoyed this blog post and look forward to your next one.

[Ralph]

Tim,
Good clear and concise writing about market research. Thanks!!

[Doug Robinson]

Excellent work ! Easy to read and understand even for me !.The idea's to make other peoples ideas make it to the market are brilliant and as your picture shows it can be quiet simple ! Excellent work Tim !I am looking forward to your next post and ideas.. Good luck Tim !

[Aaron]

A Very Nice Blog,You Put A Light On The Stages Of Development. Which Caught my Attention.

[michelle]

great job yet again. thank you for the valuable insight

[billy mashaw]

Tim:
Excellent post! I am a huge fan of the S.W.O.T. analysis and have employed it successfully throughout my career. Regardless of what you're creating a marketing plan for, the analysis always helps to point you in a clear direction. Your graphics are outstanding. Can't wait to read the next installment.

[Andrea]

I'm curious about how you consult with clients along this path in re-evaluating and making changes. How can one do an objective evaluation of their own product they have put their heart and soul and money into? I think the advice you offer is great, but getting people to implement this strategy to produce meaningful results seems tricky.

[Billy]

Tim,
Good, clear and concise writing about market research. Thanks!

[Doug Hoff]

Tim,
Good, clear and concise writing about market research. Thanks!

[Elizabeth Thomas]

Tim:
Excellent post! I am a huge fan of the S.W.O.T. analysis and have employed it successfully throughout my career. Regardless of what you're creating a marketing plan for, the analysis always helps to point you in a clear direction. Your graphics are outstanding. Can't wait to read the next installment.

[Melissa]

Tim,

Thanks for letting me know, personally, when your second blog post on this topic came out. I have a product that I am in the planning phases for development that although slightly different than a 'plastic or metal' product... It's probability of success or failure has a lot to do with following many of these planning and development phases that correlate with designing, prototyping and developing hand-held products to market. I should say that I am familiar with the development stages of product planning...etc. But your blog posts provide a refreshing reminder of the various stages.

I also like the graphics that you provide to help stimulate and present your topic, they are engaging, interesting and informative within themselves. You have presented your visual aids in a manner that they almost present themselves without the need for additional commentary.

Tim, as before, please let me know when your next post comes out.

[Lauryn]

Well thought out post. Love the step by step instructions and examples that anyone would find helpful. Two thoughts - the following two sentences don't seem to flow well and you say "you" and then "we", but seem to be refering to the same person ... "You now have your competitors products and your concept or idea. We can now put together a focus group and do some field testing on your competitors products to see what changes you can make to set your product apart from the rest of the market" .... Instead you may want to say "Now that you have your competitors products and your concept or idea, you can put together a focus group to conduct field testing on those products. This testing will help you determine what changes you can make to set your product apart from the rest of the market."

Other than that...blog looks great and would be helpful for anyone wanting to get a project started. GREAT Job!!!

[Melissa]

Tim,

Thanks for letting me know, personally, when your second blog post on this topic came out. I have a product that I am in the planning phases for development that although slightly different than a 'plastic or metal' product... It's probability of success or failure has a lot to do with following many of these planning and development phases that correlate with designing, prototyping and developing hand-held products to market. I should say that I am familiar with the development stages of product planning...etc. But your blog posts provide a refreshing reminder of the various stages.

I also like the graphics that you provide to help stimulate and present your topic, they are engaging, interesting and informative within themselves. You have presented your visual aids in a manner that they almost present themselves without the need for additional commentary.

Tim, as before, please let me know when your next post comes out.