This document summarizes how to turn an initially "worst" idea of selling umbrellas in the desert into a good idea by being creative and identifying unsatisfied customer needs. The original idea is changed by adding innovative features to the umbrella like a ventilator, thermo that charges in the sun and stores water, and a shower, to provide value by keeping people cool, hydrated, and protected from the sun while enjoying tourist destinations in hot climates like Egypt, Algeria, Peru, and India. The umbrella is rebranded as the "Desert Dessert Umbrella" and a "Cool Partner for Hot Deserts" to satisfy customer needs in the desert.

1. “Short "commercial" turning a
"worst" idea into a good one.”

2. “No idea is a bad idea, you only have to
be creative”
Original idea: Sell umbrellas in desert
How change your mind?
 Can we identify unsatisfied needs?
 What can we do to add value?
 What innovation can we bring to make
the product useful?

3. Sell umbrellas in desert
Need?:
People sweat, need water and need
protection from the Sun in desert.
How con we add value?:
Change the features of our product in order to satisfy
our clients
How con we do the product useful?:
Imagine the ideal situation for people to enjoy the
touristic places with hard climate and do REAL

4. Sell umbrellas in desert
Our target market
Cairo, Egypt
Sahara, Argelia Sechura, Perú
Jaisalmer, India
Atacama, Chile And more…
Just Egypt is one of the most touristic
places in the world:
In 2011, there were about 9.5 million foreign
tourist arrivals
Tourists travel all around
the world

5. Sell umbrellas in desert
Imagine the ideal situation for people
to enjoy the touristic places with hard
climate and do REAL FUN
See the pyramids with less temperature, less sun and without feeling
thirsty
Our new
product!!!
+ + + =
The Desert Dessert Umbrella

6. Sell umbrellas in desert
Change the features, make our
umbrella a unique product:
Umbrella ventilator
and thermo:
it charges with sun energy
and the thermo is integrated Umbrella lead:
Umbrella shower: in the handle of the umbrella Making a memorable night
with an independent walk in desert
water deposit
+ +

7. Sell umbrellas in desert
Selling this NEW Umbrella with these
new features we create value and
satisfy needs
Shower when you want You can use the ventilator to
freshing you in desert refresh yourself
temperature
You can drink water from
thermo if you feel thirsty
And, of course the umbrella
You can use light if want to spend a night
protect from the sun….
time in desert

8. Sell umbrellas in desert….
It’s a good idea!!!
“Cool Partner for Hot Deserts”