| |      
    
        
| |
Home
> Books > Product Idea to Product
Success
| Product
Idea to Product Success
A Complete
Step-by-Step Guide to Making Money from Your Idea | |
Product
Idea to Product Success has been adopted by schools
including:
| • | University
of Arizona, Don Piper, ENTR 481-581, "Assessing Early Stage Technologies
for Commercial Potential" | | • | University
of Oklahoma, Jim Wheeler, ENT 5083, "Entrepreneur Field Studies"
| | • | University
of Southern California, Stephen Lu, ISC 545, "Technology Development
and Implementation" | | • | University
of Texas, Barbara Fossum, STC 395, "The Art and Science of Market-Driven
Entrepreneurship" | | • | College
of St. Scholastica, David Anstett, MKT 3350, "Designing Successful New
Products" | Dear Professor,
Please consider Product Idea to Product Success as
a textbook or supplement for your entrepreneur course. I'll be happy
to talk with you about how to adopt this book to benefit your students. Feel free
to contact me. Overview
| Description: | Product
Idea to Product Success is a comprehensive, complete, practical, and easy-to-understand
guide to the process of bringing a product idea to market. In an engaging and
conversational style, Product Idea to Product Success is filled with examples
and real-world advice as the student is taken through a step-by-step process to
get from idea to finished product.
| | Exercises: | Product
Idea to Product Success is an educational and thought-provoking mix of quizzes,
surveys, and marketing plans to help the student. The book includes diagrams
and checklists to facilitate learning and guide the student through the entire
process. | | Instructor's
Guide: | Product Idea to Product Success comes
with an instructor's
guide to help plan a semester.
| | Quality: | Leading
book printer Sheridan was chosen for its quality in printing and long-lasting
binding. The layout is well organized, and the typesetting is clear and concise.
| | Price: | At
$24.95, Product Idea to Product Success does not put a strain on the student's
budget. Ask about quantity discounts. |
Press Releases
Book Information
 |
Retail Price:
$24.95
Binding: Paperback
Pages: 320
Size: 6x9
Publisher: Broadword Publishing
ISBN: 0972552103
LCCN: 2003111239
Book & Templates
Retail Price: $44.95
ISBN: 0972552162 |
Contents ACKNOWLEDGEMENTS
ix
INTRODUCTION xi
Who This
Book Is For xii
Organization of the Book xii
PART ONE: GETTING
STARTED 15
CHAPTER 1: NEW PRODUCT IDEAS 17
Three Approaches
to New Ideas 17
Creative Thinking 20
Keep It Simple 22
Market-Step
Enhancement 22
CHAPTER 2: YOUR ROADMAP TO SUCCESS 24
The Steps
from Product Idea to Product Success 25
Getting Started 26
Market Research
and Evaluation 26
Path A: Self-Market Development 27
Path B: Licensing
28
Going Forward 28
CHAPTER 3: PRODUCT FAILURE AND SUCCESS 29
What Is a Product? 29
Why Do Products Fail? 29
Why Do Products Succeed?
31
CHAPTER 4: PROTECTING YOUR IDEA 32
The First to Conceive
Wins 34
The One-Year Rule 35
Your Idea Notebook 35
Disclosure Document
Program 36
Types of Patents 37
Costs of Patents 39
Provisional Patents
40
Preliminary Patent Search 41
Where to Find Patent Attorneys 42
International Patents 42
Trademark Protection 43
Copyright Protection
45
CHAPTER 5: LICENSING YOUR IDEA 47
The Licensing Process
48
What Do Companies Want? 49
Where to Find Companies to License Your
Idea 50
Write a Licensing Proposal 51
Elements of a License Agreement
53
Let Someone Else License the Idea for You 54
Where to Find Agents to
License Your Idea 56
Sell Rather Than License 56
PART TWO: MARKETABILITY
& PROTOTYPE
MAKING 59
CHAPTER 6: THE ROLE OF PRODUCT
MARKETING 61
What Market Data Are You Looking For? 62
Market Research
Sources 63
How Much Market Research Is Needed? 65
CHAPTER 7: AT
WHAT STAGE IS YOUR IDEA? 66
Idea Assessment 66
CHAPTER 8:
SIMPLIFIED NEW IDEA PROCESS 69
Decision Paths 70
How Long Does It
Take? 70
The Market-Step™ Process Diagram 71
Product Evolution 72
CHAPTER 9: STEP ONE - FLESH OUT YOUR IDEA 74
What's Your Moneymaking
Idea? 75
Step One - Flesh Out Your Idea Flowchart 76
Find Similar Products
76
Uncover the Benefits 78
Advantages Beat the Competition 82
What's
the Profit Potential? 83
Decision Path One 90
CHAPTER 10: HOW
YOUR CUSTOMER THINKS 91
Customer Problems, Needs, and Wants 91
The
Many Faces of a Customer 92
I've Got to Have It First 93
Know the Customer's
Buying Process 95
CHAPTER 11: STEP TWO - TEST THE NEED 98
Who Is Your Future Customer? 99
Step Two - Concept Evaluation Flowchart 100
Create a Concept Survey 104
Get More Details with Informal Interviews 107
Decision Path Two 110
CHAPTER 12: STEP THREE - REFINE AND VALIDATE
111
Step Three - Prototype Evaluation Flowchart 113
User Scenarios
114
Prototype Requirements 116
Prototype Development 117
Prototype
Interview Plan 126
Recruit Attendees 128
Ask Prepared Questions 129
Feedback Summary 131
Decision Path Three 133
CHAPTER 13: PATENT
REVIEW 134
What to Look For 136
Patent Search Methods 136
Search
Periodicals 139
Patents That Match Your Invention 139
CHAPTER
14: SELF-MARKET OR LICENSE 140
Self-Marketing vs. Licensing Example 140
Is Self-Marketing for You? 142
Is Licensing for You? 142
Decision Path
A or B 143
PART THREE: DEVELOPMENT, PRODUCTION, & LAUNCH 145
CHAPTER 15: STEP FOUR - PLAN IT 147
Product Positioning 148
Step Four - Development Planning Flowchart 149
Pricing for Profit 152
Marketing Communications Plan 157
Getting into Retailers and Distributors
161
Regulations and Certifications 164
Product Requirements 167
Manufacturing
Your Product 168
Project Plan 172
Launch Checklist 175
Budget Setting
177
CHAPTER 16: STEP FIVE - DEVELOP IT 179
Convert Requirements
into Specifications 180
Step Five - Development Flowchart 181
Bill of
Materials 185
Test Cases 186
User Documentation 187
Product Production
187
Beta Recruitment 191
Beta Feedback 191
From Beta to Final Development
193
Branding Your Product 194
Product Naming 195
Marketing Theme 195
Packaging Your Product 197
CHAPTER 17: STEP SIX - LAUNCH IT 205
Launch Strategy 206
Step Six - Product Launch Flowchart 207
Finalize Your
Product 209
Announce the Launch with a Press Release 210
Supply Product
Information 214
Advertising Builds Trust 216
Effective Direct Mail 219
Personal Selling 229
Launch Conclusion 230
CHAPTER 18: POST-LAUNCH
PROGRESS CHECK 231
Marketing and Sales Analysis 231
Sales Losses 232
Customer Satisfaction 233
Competition Review 233
Product Review 234
APPENDICES 235
APPENDIX A: INVESTIGATE YOUR COMPETITION
237
List Competitors 237
Collect Detailed Data 238
Organize Data
239
Evaluate the Competitive Environment 240
Combat Competitors 241
APPENDIX B: SELECT YOUR TARGET MARKET 245
Target Market Factors
246
Methods to Select a Target Market 247
Your Target Market 252
Other
Targeting Methods 254
APPENDIX C: THE MARKET-STEP PRODUCT PLAN 255
Market-Step Product Plan Contents 255
Market-Step Product Plan Sections 257
Product Plan Notes 273
APPENDIX D: PRODUCT MATH 275
Profit
and Loss 275
Return on Investment 276
Break Even 277
Margins and Discounts
278
APPENDIX E: FUNDING YOUR IDEA 283
The Need for Money 283
Types of Funding 284
The Investors 285
Stages of Funding 287
What
Type of Funding Do You Go After? 288
To Receive You Must First Give It Up
288
Prepare for Funding 290
Steps to Get Funding 291
When Do You Seek
Funding? 291
The Investor's Process 292
How Investors Evaluate You and
Your Idea 292
Funding Rejection 295
SBA Loans 296
Other Funding Possibilities
297
Additional Funding Tips 298
Funding Resources 298
APPENDIX
F: BUSINESS STARTUP 301
Business Entity Advantages and Disadvantages 301
Business Entity Considerations 306
Business Startup Checklist 308
Further
Startup Guidance 309
APPENDIX G: NON-DISCLOSURE AGREEMENT 311
INDEX 315 Topics Product
Idea to Product Success takes the student step-by-step through the entire
process from idea to market.
Protection
Methods of Protecting
Your Idea Before Getting a Patent
Types of Patents
Costs of Patents
Provisional Patents
Preliminary Patent Search
Patent Search Methods
What to do When other Patents Match Your Invention
Where to Find Patent Attorneys
International Patents
Trademark Protection
Copyright Protection
Licensing
The Licensing Process
What Companies Look For in Product
Ideas
Where to Find Companies to License Your Idea
Write a Licensing Proposal
Elements of a License Agreement
Where to Find Agents/Product Reps to License
Your Idea
Selling Your Idea Rather Than Licensing
Evaluating Your
Idea
How to Perform Market Research
Market Research Questions You
Need to Answer
Sources of Marketing Information
Comparing Your Idea to
Competition and Similar Products
Methods to Get Feedback on Your Idea
Determining the moneymaking potential
Development
Working
with Designers and Prototype Makers
Methods to Get a Prototype Made
Rapid
Prototyping Technologies
Understanding Regulations and Certifications
Converting Requirements into Specifications
The Manufacturing Process
How to Work With a Manufacturer
How to take a Product Through the Manufacturing
Process
Listing a Bill of Materials
Performing a Beta Test
The Final
Production Process
Marketing
Determining the Right Pricing
Coming up with a Marketing Communications Plan
How to Select a Target Market
Getting into Retailers and Distributors
Creating a Launch Strategy
Putting
Together a Launch Checklist
Branding and Naming Your Product
Creating
a Marketing Theme
Packaging Your Product
How to Create and Distribute
a Press Release
Creating Adverting
How to Effectively Use Direct Mail
Outsmarting the Competition
Overcoming the Fear of Personal Selling
Funding
The Steps to Get Funding
Types of Funding Available
Finding Investors
Stages of Funding
How Investors Evaluate You and Your
Idea
Reasons Why Investors Will Reject You
How SBA Loans are Funded
Other Funding Resources
∧ Top
of page
|
|
|
|
