How do I develop my product?

1. Developing a new product starts with idea generation – creating lots of ideas for potential new products.
2. The second phase is to screen those ideas. This can take place internally (against a range of criteria that might include fashion/design trends, availability of materials, skills or machinery or even cost/price relationships) or externally via market research (there’s little point in making a new product if customers are not willing to pay for it). As well as looking at customers’ willingness to pay for a new product, you also should look to see what your competitors are doing – this may give you new ideas or persuade you not to pursue an idea.
3. The third phase is to make a sample. Often, it’s necessary to make a sample before you can engage in market research with customers – it’s easier for them to decide when they can see, hold and touch a product.
4. Once your sample has passed the customer test, the next phase is production. It’s likely that your sample will need some refinement based on customer feedback. In addition, you now must consider the production methods and processes that will be appropriate, as well as the availability of materials, and your choice of colours/sizes etc. Depending on your product, or the uses to which it may be put by customers, you may have to consider also any relevant legislation: for example, electrical elements within your product.
5. Last, you need to think about packaging: both retail and shipping packaging.  

Throughout this process, you are likely to experience tension between your natural craftperson’s desire for originality, design and quality and your need as a businessperson to ensure the marketability of your product. It’s not a question of one over another – more a need to strike the appropriate balance that works for both you and your customer, without compromising what makes your product unique.