Alex Smith's presentation to Leeds Inventors Group on 16 Nov 2011. Alex is a product design consultant, a director of TRIG Creative and a visiting lecturer at Huddersfield University and Leeds Met.

1. COST EFFECTIVE PRODUCT DEVELOPMENT
Alex Smith
16.11.2011

2. Alex Smith
1999 Graduated BA (Hons) Industrial Design at UCLAN
2000 to 2005 Product Design Consultant working on projects for brands such as
Unilever, Ingersoll Rand, GMC, & B&Q
2005 Graduated MA Design Practice at Northumbria University
2005 to Present Director at TRIG Creative Ltd
2005 to Present Visiting Lecturer at University of Huddersfield and Leeds Metropolitan
University on Product Design Courses
Industry Recognition
Gift of the year awards 2007 - Winner
Excellence in Homewares award 2007 - Winner
Plastics Industry Awards - Industrial Design 2010 - Highly Commended Finalist
Plastics Industry Awards - Industrial Product Design 2011 - Finalist
Design Week Awards Finalist - Industrial Product Design 2010 - Finalist
The Horners Award for Plastics 2011 - Highly Commended Finalist

3. TRIG Creative Ltd
Product Design and Development Consultants
Production Tooling Supplier
Production Management
Product Manufacture and Supply
ISO 9001 Accredited
Comprehensive Professional Indemnity Insurance
1200sq ft studio, workshop and presentation facility in Horsforth, Leeds
Customers range from large multi-national corporations to individuals and start-ups
Hundreds of successful products designed and developed by our team

13. What is Product Development?
“Product development is the act of taking a proposal or concept through a creative and
technical process to transform the idea into a commercially viable entity.”
Simplified product development process for an inventor or start up company:
o Identify a market opportunity / have an idea
o Research what currently exists on the market
o Research consumer need and expectations
o Create a design
o Develop the design
o Prototype the design
o Test the design
o Apply for protection (patent, registered design etc)
o Promote the product
o Gauge market reaction
o Produce the product
o Market the product
o Sell the product
o Invest any profits into development of the next generation of the product

14. How to control the costs associated with Product Development
o Identify a market opportunity / have an idea Cost Free
o Research what currently exists on the market Cost Free
o Research consumer need and expectations Cost Free
o Create a design Charged Service
o Develop the design Charged Service
o Prototype the design Charged Service
o Test the design Cost Free
o Apply for protection (patent, registered design etc) Cost Free / Charged Service
o Promote the product Cost Free / Charged Service
o Gauge market reaction Cost Free
o Produce the product Charged Service
o Market the product Cost Free / Charged Service
o Sell the product Cost Free / Charged Service
Not every charge is a cost, some are investments.......... Many things that are free are
not worth having.

15. Case Study A - Moses Basket

16. Case Study A - Moses Basket

17. Case Study B – Kids Travel Case

18. Case Study B – Kids Travel Case

21. Who wants to be a millionaire?
Most inventors imagine developing a successful product and then manufacturing
and selling it themselves. This in some cases is a practical route to market, but in
others this can cause massive financial strain and risk bankrupting the individual.
Some inventors choose a different route whereby they stop the product
development process after they have a working design and patent protection and
they look for a buyer of the whole package who will fund and manage the expensive
manufacture, marketing and producing stock stages.
This is sometimes done as a one off fee for full ownership or in other cases for an
initial fee and then royalties based on the success of the product.
Obviously whether the inventor takes the idea to market themselves or looks for a
sale, the success of the product hinges on the strength of the idea, size of the market,
capturing the imagination of the buyers and a little bit of good luck.

22. Things to avoid / common pitfalls
Not doing enough research
You can never do enough research or homework, even in the later stages of the
project research should be conducted to ensure all bases are covered before
production commences
Don’t file a patent too early
Many people file a patent on the raw idea, then when the design is developed have to
spend a significant amount rewording the patent prior to final submission. Take your
time and get it right first time
Invest in value added stages
Save cost where you can in the process, but don’t view all costs as negative, some are
an investment. The success of a product rests solely on the quality of the design
Test to death
Make sure enough time and budget is allocated to prototyping and testing. Design is
an evolution and a right first time approach is risky
Sell, sell, sell!
No product is ever good enough to sell its self. Resources must be allocated to
marketing and sales to allow the product to stand a chance

23. Is now a good time for Inventors?
We are currently working on projects for 7 inventors, developing products in the
following markets:
oPet products
oConstruction
oMobile phone accessories
oMedical
oDIY
oHealth and safety
Some of these inventors have come up with ideas due to problems they have
encountered in their personal or professional lives, some due to problems family and
friend have and some who have just seen an opportunity in the market.
They are all self funding the projects and are viewing now as a good time to do it due
to market conditions, concerns over employment and security or because they see
innovation as a way to succeed in a difficult economic situation.
What do they all have in common? They are all having “fun” at the same time.

24. Financial Support
Many inventors find funding to help with the costs of product development. To find
out if there is funding available for you, research the following:
http://www.innovateuk.org
The Grant for Research and Development scheme opened on April 4th 2011.
Grant for R&D is available to single companies. Three types of grant are available:
oProof of market grant
oProof of concept grant
oDevelopment of prototype grant
Pre start-ups, start-ups, and small and medium-sized businesses from all sectors
across the UK may apply for the Grant for R&D programme.
http://www.creative-choices.co.uk/tools-resources/article/find-funding
Database of available UK funding for creative projects or businesses.

25. Summary
Have belief in your idea
Research and investigate at every stage
Search for available funding
Don’t submit your patent too early
Don’t think that without a patent it’s all over
Invest in value added stages
Test, evolve and develop your idea until it is as good as it can be
Decide whether to sell / license or manufacture
Marketing, sales and promotion is costly and time consuming but important to success