Taking Products to Market

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Richard Campos's presentation to Sheffield Inventors Group on 4 July 2011. Explores every step of the way from concept, patenting, prototyping, testing, marketing and exploitation.

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Taking Products to Market

  1. 1. Presented by Richard Campos
  2. 2. What will you be famous for? Innovative products and services? Excellent Customer Service? Innovative thinking? The person with the longest list of patent registrations?
  3. 3. <ul><li>Stages of Product to Market: </li></ul><ul><ul><li>The Idea </li></ul></ul>Marketing Funding <ul><ul><li>Product Launch </li></ul></ul>Contracts <ul><ul><li>Intellectual Property </li></ul></ul><ul><ul><li>Design </li></ul></ul><ul><ul><li>Model </li></ul></ul><ul><ul><li>Test </li></ul></ul>
  4. 4. The Idea
  5. 5. <ul><li>The Idea </li></ul><ul><ul><li>Ask Yourself: </li></ul></ul><ul><ul><ul><li>What’s unique about what you have? </li></ul></ul></ul>
  6. 6. <ul><li>The Idea </li></ul><ul><ul><li>Ask Yourself: </li></ul></ul><ul><ul><ul><li>What’s unique about what you have? </li></ul></ul></ul><ul><ul><ul><li>Is anybody making it? </li></ul></ul></ul>
  7. 7. <ul><li>The Idea </li></ul><ul><ul><li>Ask Yourself: </li></ul></ul><ul><ul><ul><li>What’s unique about what you have? </li></ul></ul></ul><ul><ul><ul><li>Is anybody making it? </li></ul></ul></ul><ul><ul><ul><li>What problem does it solve? </li></ul></ul></ul>
  8. 8. <ul><li>The Idea </li></ul><ul><ul><li>Ask Yourself: </li></ul></ul><ul><ul><ul><li>What’s unique about what you have? </li></ul></ul></ul><ul><ul><ul><li>Is anybody making it? </li></ul></ul></ul><ul><ul><ul><li>What problem does it solve? </li></ul></ul></ul><ul><ul><ul><li>Is it practical? </li></ul></ul></ul>
  9. 9. Intellectual Property (IP)
  10. 10. <ul><li>IP </li></ul><ul><ul><li>Do you have: </li></ul></ul><ul><ul><ul><li>Ownership of the idea? </li></ul></ul></ul>
  11. 11. <ul><li>IP </li></ul><ul><ul><li>Do you have: </li></ul></ul><ul><ul><ul><li>Ownership of the idea? </li></ul></ul></ul><ul><ul><ul><li>Non Disclosure Agreements? </li></ul></ul></ul>
  12. 12. <ul><li>IP </li></ul><ul><ul><li>Do you have: </li></ul></ul><ul><ul><ul><li>Ownership of the idea? </li></ul></ul></ul><ul><ul><ul><li>Non Disclosure Agreements? </li></ul></ul></ul><ul><ul><ul><li>Patent/Design/Trade Marks filed? </li></ul></ul></ul>
  13. 13. The Design
  14. 14. <ul><li>Design </li></ul><ul><ul><li>Sketch </li></ul></ul>
  15. 15. <ul><li>Design </li></ul><ul><ul><li>Sketch </li></ul></ul><ul><ul><li>Conceptual design </li></ul></ul>
  16. 16. <ul><li>Design </li></ul><ul><ul><li>Sketch </li></ul></ul><ul><ul><li>Conceptual design </li></ul></ul><ul><ul><li>Engineering drawings </li></ul></ul>
  17. 17. Model
  18. 18. <ul><li>Model </li></ul><ul><ul><li>Rapid Application Development </li></ul></ul>
  19. 19. <ul><li>Model </li></ul><ul><ul><li>Rapid Application Development </li></ul></ul><ul><ul><li>Prototype </li></ul></ul>
  20. 20. <ul><li>Model </li></ul><ul><ul><li>Rapid Application Development </li></ul></ul><ul><ul><li>Prototype </li></ul></ul><ul><ul><li>Demonstration </li></ul></ul>
  21. 21. Test
  22. 22. <ul><li>Test </li></ul><ul><ul><li>Sensible schedule </li></ul></ul>
  23. 23. <ul><li>Test </li></ul><ul><ul><li>Sensible schedule </li></ul></ul><ul><ul><li>Realistic expectations </li></ul></ul>
  24. 24. <ul><li>Test </li></ul><ul><ul><li>Sensible schedule </li></ul></ul><ul><ul><li>Realistic expectations </li></ul></ul><ul><ul><li>Understandable outputs </li></ul></ul>
  25. 25. <ul><li>Test </li></ul><ul><ul><li>Sensible schedule </li></ul></ul><ul><ul><li>Realistic expectations </li></ul></ul><ul><ul><li>Understandable outputs </li></ul></ul><ul><ul><li>Complexity </li></ul></ul>
  26. 26. Marketing
  27. 27. <ul><li>Marketing </li></ul><ul><ul><li>Who will make it? </li></ul></ul>
  28. 28. <ul><li>Marketing </li></ul><ul><ul><li>Who will make it? </li></ul></ul><ul><ul><li>Who will buy it? </li></ul></ul>
  29. 29. <ul><li>Marketing </li></ul><ul><ul><li>Who will make it? </li></ul></ul><ul><ul><li>Who will buy it? </li></ul></ul><ul><ul><li>How much to make/sell? </li></ul></ul>
  30. 30. <ul><li>Marketing </li></ul><ul><ul><li>Who will make it? </li></ul></ul><ul><ul><li>Who will buy it? </li></ul></ul><ul><ul><li>How much to make/sell? </li></ul></ul><ul><ul><li>How will customers find the product? </li></ul></ul>
  31. 31. <ul><li>Marketing </li></ul><ul><ul><li>Who will make it? </li></ul></ul><ul><ul><li>Who will buy it? </li></ul></ul><ul><ul><li>How much to make/sell? </li></ul></ul><ul><ul><li>How will customers find the product? </li></ul></ul><ul><ul><li>What are the benefits/What’s in for me? </li></ul></ul>
  32. 32. <ul><li>Marketing </li></ul><ul><ul><li>Who will make it? </li></ul></ul><ul><ul><li>Who will buy it? </li></ul></ul><ul><ul><li>How much to make/sell? </li></ul></ul><ul><ul><li>How will customers find the product? </li></ul></ul><ul><ul><li>What are the benefits/What’s in for me? </li></ul></ul><ul><ul><li>Do you have a strategy? </li></ul></ul>
  33. 33. Funding
  34. 34. <ul><li>Funding </li></ul><ul><ul><li>Is the IP clearly owned by the owner/inventor? </li></ul></ul>
  35. 35. <ul><li>Funding </li></ul><ul><ul><li>Is the IP clearly owned by the owner/inventor? </li></ul></ul><ul><ul><li>Are the sales projections clearly understood? </li></ul></ul>
  36. 36. <ul><li>Funding </li></ul><ul><ul><li>Is the IP clearly owned by the owner/inventor? </li></ul></ul><ul><ul><li>Are the sales projections clearly understood? </li></ul></ul><ul><ul><li>What are the means of achieving those sales? </li></ul></ul>
  37. 37. Product Launch
  38. 38. <ul><li>Product Launch </li></ul><ul><ul><li>Is: </li></ul></ul><ul><ul><ul><li>Market research complete? </li></ul></ul></ul>
  39. 39. <ul><li>Product Launch </li></ul><ul><ul><li>Is: </li></ul></ul><ul><ul><ul><li>Market research complete? </li></ul></ul></ul><ul><ul><ul><li>Product development complete? </li></ul></ul></ul>
  40. 40. <ul><li>Product Launch </li></ul><ul><ul><li>Is: </li></ul></ul><ul><ul><ul><li>Market research complete? </li></ul></ul></ul><ul><ul><ul><li>Product development complete? </li></ul></ul></ul><ul><ul><ul><li>Manufacturer secured? </li></ul></ul></ul>
  41. 41. <ul><li>Product Launch </li></ul><ul><ul><li>Is: </li></ul></ul><ul><ul><ul><li>Market research complete? </li></ul></ul></ul><ul><ul><ul><li>Product development complete? </li></ul></ul></ul><ul><ul><ul><li>Manufacturer secured? </li></ul></ul></ul><ul><ul><ul><li>Logistics agreed? </li></ul></ul></ul>
  42. 42. <ul><li>Product Launch </li></ul><ul><ul><li>Is: </li></ul></ul><ul><ul><ul><li>Market research complete? </li></ul></ul></ul><ul><ul><ul><li>Product development complete? </li></ul></ul></ul><ul><ul><ul><li>Manufacturer secured? </li></ul></ul></ul><ul><ul><ul><li>Logistics agreed? </li></ul></ul></ul><ul><ul><ul><li>Documentation produced? </li></ul></ul></ul>
  43. 43. <ul><li>Product Launch </li></ul><ul><ul><li>Is: </li></ul></ul><ul><ul><ul><li>Market research complete? </li></ul></ul></ul><ul><ul><ul><li>Product development complete? </li></ul></ul></ul><ul><ul><ul><li>Manufacturer secured? </li></ul></ul></ul><ul><ul><ul><li>Logistics agreed? </li></ul></ul></ul><ul><ul><ul><li>Documentation produced? </li></ul></ul></ul><ul><ul><ul><li>Prospective customers aware? </li></ul></ul></ul>
  44. 44. <ul><li>Product Launch </li></ul><ul><ul><li>Is: </li></ul></ul><ul><ul><ul><li>Market research complete? </li></ul></ul></ul><ul><ul><ul><li>Product development complete? </li></ul></ul></ul><ul><ul><ul><li>Manufacturer secured? </li></ul></ul></ul><ul><ul><ul><li>Logistics agreed? </li></ul></ul></ul><ul><ul><ul><li>Documentation produced? </li></ul></ul></ul><ul><ul><ul><li>Prospective customers aware? </li></ul></ul></ul><ul><ul><ul><li>Risk assessment complete? </li></ul></ul></ul>
  45. 45. <ul><li>Product Launch </li></ul><ul><ul><li>Is: </li></ul></ul><ul><ul><ul><li>Market research complete? </li></ul></ul></ul><ul><ul><ul><li>Product development complete? </li></ul></ul></ul><ul><ul><ul><li>Manufacturer secured? </li></ul></ul></ul><ul><ul><ul><li>Logistics agreed? </li></ul></ul></ul><ul><ul><ul><li>Documentation produced? </li></ul></ul></ul><ul><ul><ul><li>Prospective customers aware? </li></ul></ul></ul><ul><ul><ul><li>Risk assessment complete? </li></ul></ul></ul><ul><ul><ul><li>The worst possible scenario planned for? </li></ul></ul></ul>
  46. 46. Contracts
  47. 47. <ul><li>Contracts </li></ul><ul><ul><li>Have you: </li></ul></ul><ul><ul><ul><li>Legally written T&C’s? </li></ul></ul></ul>
  48. 48. <ul><li>Contracts </li></ul><ul><ul><li>Have you: </li></ul></ul><ul><ul><ul><li>Legally written T&C’s? </li></ul></ul></ul><ul><ul><ul><li>Agreed and signed all contracts? </li></ul></ul></ul>
  49. 49. One last thought
  50. 51. Any Questions?

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