Engineering From Concept To Consumer: How to Turn an Idea Into an On-shelf Solution
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This document outlines the process of engineering a concept into a consumer product from idea generation to market. It involves 7 key steps: 1) an idea is generated, 2) marketing evaluates the idea, 3) the best concept is defined using fit-for-use criteria, 4) prototypes are tested through pilot trials, 5) the concept is scaled up for production, 6) the product is launched in the market, and 7) important notes are provided about dealing with challenges. The overall goal is to turn a new idea into an on-shelf solution using a structured development process.
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Engineering From Concept To Consumer: How to Turn an Idea Into an On-shelf Solution
- 1. Engineering from Concept to Consumer How to turn an idea into an on-shelf solution WE Conference 2015 Nashville, TN
- 2. 2 Presenters Danielle Murray Sales Rotation Associate-Beverage Commercial Team Georgia Tech: Chemical & Biomolecular Engineering Ana Meneses Engineering Rotational Associate-Paper Solutions University of Virginia: Chemical Engineering Michelle Banks Packaging Engineer- Packaging Technology & Innovation Virginia Tech: Chemistry & Food Science
- 3. 3 About WestRock We’re a leading global consumer and corrugated packaging company focused on customers, innovation and operational excellence. Consumer Packaging 47% Corrugated Packaging 53% 2014 Revenue by segment $15 billion Total sales 30 Countries 42,000 Employees 275 Operating and business locations 12.3 million Tons of paper shipped North America 80% Latin America 5% EMEA 10% Asia-Pacific 5% 2014 Revenue by geography
- 4. 4 Our paper solutions Paperboard Solid Bleached Sulfate (SBS) Coated Unbleached Kraft (CUK) Coated Recycled Board (CRB) Uncoated Recycled Board (URB) Containerboard/ Kraft Paper Virgin and recycled linerboard Coated white top linerboard Corrugated medium White top linerboard Kraft paper Pulp Fluff pulp Bleached market pulp (SBSK) Unbleached market pulp (UKP) Recycling All grades of recycled fiber and non-fiber materials Waste brokerage services
- 5. 5 Our packaging solutions Beverage Paperboard multiple packaging Packaging machinery Corrugated Container Corrugated containers to protect, ship, store and display products Automated packaging machinery Folding Carton Folding cartons Food service packaging Express mail envelopes Home, Health & Beauty Pumps, sprayers, aerosol actuators Dispensing closures Adherence packaging Merchandising Displays Temporary promotional and permanent point-of-purchase displays Partitions & Protective Pkg. Solid fiber partitions Corrugated partitions Die-cut paperboard components
- 6. 6 Engineering from Concept to Consumer: How it’s Done
- 7. 7 1. Idea Generated 2. Marketing Evaluation 3. Define Best Concept (w/ FFU) 4. Prototyping, Pilot Trials 5. Scale-up 6. Go to Market Overview: Engineering from Concept to Consumer
- 8. 8 Idea Generation Consumer Insights Packaging Matters Study Customer Requests Employee IdeasMega Trends Packaging Trends
- 9. 9 Marketing Evaluation • Marketing receives ideas • Matrix Identifies High Promise Opportunities • Less immediate ideas are catalogued in pipeline • Marketing & Innovation Project Managers work to generate a team to begin the process of creating a solution
- 10. 10 Define Best Concept • Fit-for-Use Criteria are provided based on inputs such as: • Industry Standards • Equipment Capabilities & limitations • Budget • Customer specifications (if customer-driven project) • Concepts and Initial Drawings are created by a combination of R&D and Design (Function and Form) • Best option selected based on: • Success against FFU Criteria • Reproduceability • Technical Feasibility
- 11. 11 Prototyping, Pilot Trials • Prototypes built for best options • Hand Made Samples • 3D Printed Models of parts • Prototype Molds (Injection Molding) • Prototypes tested against Fit-For-Use Criteria • Share samples with customer/consumer for feedback • Trial with Pilot Equipment • Pilot Plants • Small Scale Custom Machines • Modify design as needed
- 12. 12 Scale-Up • Identify manufacturing sites and test product • Some considerations are: • Facility changes needed • Products made in facility • Plant Capacity • Proximity to customer • Trial product in plant • Qualify new molds and/or equipment • Some considerations are: • Production outputs • Product quality • Regulatory requirements • Cost
- 13. 13 Go to Market • Marketing begins crafting value proposition • Value proposition is shared with Sales Teams • Negotiations with customers on purchase criteria and pricing • Package can be customized for the customer, often with inspiration from our Design team, and put on store shelves
- 14. 14 Important Notes • Sometimes, innovations don’t work out! • At any point in the process, it’s possible for circumstances to change, products become less profitable, or customers change their minds • Bells and whistles are nice, but rarely necessary • Often, steps are taken back and forward throughout the innovation cycle. The importance is in making sure you have the fullest amount of information on which to make decisions.