JML has become one of the most recognisable retail brands in the UK, owing to its ability to develop products, and market them using retail screen promotions. The CEO of JML, Ken Daly discusses this leading business model, and how to successfully launch a new product to market.

1. ‘Turning great ideas into successful products’
KenDaly, CEOof JML

2. What makes a successful product?
 Satisfies a need
 Solves a problem
 Better quality than the competition
 Better value than the competition
 More functional than the competition

3. What makes a successful product?
 New or on-trend
 Fun to have/use
 More desirable brand
 Environmental or sustainability credentials
 Great marketing
 Status symbol
 Luck!

4. Things to consider
• Intellectual Property
• Manufacturing costs/viability
• Tooling costs
• Safety
• legality

5. What JML looks for in a product

6. What JML looks for in a product
 Does it solve a problem?
 Does it make life easier?
 Is there a story to tell?
 Is it great value for money?
 Is it mass market?

7.  No IP issues
 Market not too competitive
 Reliable, quality manufacturer
 Capability to product large volumes
 Enough margin to pay our marketing
and distribution costs
What JML looks for in a product

11. Case study Hair Shark

13. Product development
• Initial sift
• Cost analysis
• Market research
• IP checks
• Functionality testing
• Negotiation of financials
• Agree to proceed
Stage 1

14. Product development
• Product development
• Branding
• Packaging design
• IP registration
• Film production
Stage 2

15. All under one roof
Product development
• In-store retail trials
• Email campaign trials
• Facebook trials
• TV trials
• Data analysis
Stage 3

16. Product development - Stage 4
Full multi-channel roll out!

17. What to do if you have a great idea
1. Do your research
2. Know when to abandon a project
3. Find a great source of manufacture
4. Find a way to fund your idea
5. Come and see JML!