A workshop on successfully developing products in the New Zealand context delivered by Locus Research, Tompkins Wake and Motovated Design & Analysis.

1. Product Development
“Successful Product Development Workshop” 25th & 26th May 2011
Locus Research, Tompkins Wake, Motovated Design & Analysis
Presenter: Timothy Allan - Locus Research Ltd

2. Product Development
“Successful Product Development Workshop” 25th & 26th May 2011
Locus Research, Tompkins Wake, Motovated Design & Analysis
Presenter: Timothy Allan - Locus Research Ltd

3. Famous Last Words

4. Famous Last Words

5. Famous Last Words

6. Famous Last Words

7. Famous Last Words

8. Famous Last Words

9. Famous Last Words

10. Famous Last Words

11. Famous Last Words

12. Ingredients of Success
Research Platform & Product Embodiment;
Testing, Standards & Compliance;
Product Brand & Marketing;
Sales, Marketing & Distribution;
Business Potential & IP;
Sustainability & Environmental Risk.

13. Product Development Process
research idea prototype production to market in market
seed developed seed seedling sapling ricker mature kauri
The seed of the magestic Kauri is dispersed If the seed finds itself in dry but cool As a seedling they will develop The young sapling bristles After 50 years or more the trees will reach the The final size of a Kauri is often
after pollination by the wind travelling a conditions and isn’t deposited too oblong shaped green or reddish up a and grows a spiky forest canopy. The tree will slow it’s upward determined by it’s conditions, but can
distance of up to 1.5 km before settling deeply or eaten by insects or birdlife it borwn leaves quickly dependnig coat developing at a rate of streak and start to broaden and develop grow upwards of
ideally in the cool moist foliage under the will germinate and shed it’s coat after on how much direct sunlight they approximately 10-25cm a year. the iconic crown it is well known for. During 30-40 metres high and several metres
Manuka tree. The Kauri seeds special 35 days. Kauri seeds have bee known are exposed too. this time it will also start to shed the lower wide. Kauri can survive for thousands of
wing like form helps to carry it far from the to develop on fallen trees or even in the branches in a process called abscission years the oldest in New Zealand being
parent tree allowing it to grow gradually and litter at the base of the parent tree, a very leaving the trunk free of knots to become estimated at between
broaden over decades.(Stewart, Kauri, 2008) hardy habitat. what’s known as ‘poles’ or ‘rickers’. 1200-1500 years.

14. research
seed
The seed of the magestic Kauri is dispersed
after pollination by the wind travelling a
distance of up to 1.5 km before settling
ideally in the cool moist foliage under the
Manuka tree. The Kauri seeds special
wing like form helps to carry it far from the
parent tree allowing it to grow gradually and
broaden over decades.(Stewart, Kauri, 2008)

15. Navigator - Define & Validate your Product Development Project
© COPYRIGHT LOCUS RESEARCH LTD 2010
TASK SEQUENCE
Planning Research Communicate
PLAN & CLARIFY RESEARCH SPECIFY SCOPE COMMUNICATE
Into the industry product context and market Technical Should define the following: Plan Present
conditions that drive sales in the product
Define technical performance requirements
category. This is deliberately broad to establish Goals Cost Discuss
and other technical factors such as Standards.
connections between the consumer, the
product, the market and the distribution and Range
sale of the product.
Consumer Resource Assess
Define the consumer and market trends to
The Project understand where the product category is Performance Risk Review
moving and identify design opportunities.
The Product Programme Payback Conclusions
Economic
The Company Define the price points and margins along with Product Strategy Decision
other economic factors.
The Market Market Strategy
Environmental
Define product sustainability in the context of
The Consumer the product category using initial tool sets.
DELIVERABLES
CLARIFICATION RESEARCH DEFINITION SCOPE COMMUNICATION
Defined Project and its Objectives. Define Customer Requirements. Set Design Goals/Objectives. Project plan. Present the Documented PDS for review.
Define and outline the Product, Service, or Define Technical Requirements. Define intended product item/range. Risk Assessment and Management. Management review and clarification.
System. Define Intended markets, investigate drivers Set Performance Goals. Financial Assessment (ROI, IRR, NPV). Assessment of the project viability. v
Detail Company Specific Information. and product positioning. Set Technical Targets. Resource Requirements. Decision to proceed, request further
Define the Markets. Investigate competing product price points, Define testing & development programme. Provisional Costing. information or to stop.
Identify the primary consumers/users. performance levels and general attributes. Define Product Life Cycle/Product System in
Document Resource and/or material and relation to user groups.
production factors. Define Product Functional Unit.
Investigate Intellectual Property landscape. Define Product implementation strategy.
Investigate distribution and Supply Chain Define the proposed market entry strategy.
aspects. Establish enviornmental characteristics/targets.
Investigate Environmental Aspects and
Impacts.
Research relevant standards and compliance
issues for target markets.

16. Pioneer - Create New Products & Improve Existing Products
© COPYRIGHT LOCUS RESEARCH LTD 2010
TASK SEQUENCE
Plan Research & Generate Concept Embody Commercialise
PLAN & CLARIFY RESEARCH CREATE DEVELOP CONCEPTS EMBODY & TEST DEFINE & RESOLVE DOCUMENT & PRODUCTIONISE
Clarify Research Generate Isolate & Identify Develop Test Specifications
Company Technical A wide variety of possible Opportunities with the product The product system & Test system & technology, Develop detailed specifications for manufacture
Industry Sector Consumer system solutions system. Identify key streams for technology. Embody ideas through external ‘Method of
Product & Service Economic downstream development functionally & structurally Limits’ trial with end consumers Transfer
Target Markets Environmental Communicate System & Technology into the supply chain
The ideas in a coherent Search & Combine Select & Make Evaluate
Define Specify manner to all key Across all streams for dominant Prototype system & Results & establish final Troubleshoot
Goals & Vision Vision & Objectives stakeholders themes and ideas. Review technology with effective amendments Areas where specifications and assemblies
Reporting Structure & Scope key ideas and where possible function for testing &
Key Stakeholders Outline & Deliverables Assess combine critical streams evaluation Resolve Sign Off
Funding Mechanism Users & Stakeholders The ideas and stakeholder Final design specifications All pre-production samples against specifications
Project Champion Customer Requirements feedback and document Evaluate Refine Documents for final costing
Technical Requirements for approval to proceed Each potential solution against And improve system &
Materials & Processes established criteria and scope technology for consumer Approve
Manufacturing & Suppliers outlined in the PDS document evaluation and testing.
Supply Chain & Distribution Final system & technology and
Evaluate against criteria specifications to proceed to
Sales & Marekting established in the PDS
Product offer commercialisation
document
Commuication Strategy
Pricing Structure
Std’s,Compliance & Testing
Life Cycle Management
Risk & Management
Scope
Plan
Estimate
Resource
Return
DELIVERABLES
PROJECT PDS PROCESS & GENERATE &
KEY IDEAS DEFINED IDEAS REALISED & TESTED PRODUCTION
CLARIFICATION DOCUMENT COMMUNICATE
Prepare PDS propsal Project Development Capture all ideas Concept Development Embodiment Design Full system testing. Pre-Production Trials.
to scope first stage Specification. generated. Exploration. Specification. Full validated costing & All technical specifications released to supply
of project research to Project Plans & Outlines. Document full range of Document the critical solution Functional prototypes. Breakdowns. chain.
validation. Detailed Cost Projections. ideas covered. streams for consideration. Preliminary Performance Final Approved Design & QC and Approve all masters and approve all final
Approve the Project Defined Project Structure. Assess Ideas Objectively. Evaluate and select the key Testing. Specification. Pre-Production for product.
Development and Risk Assessment. Communicate to key idea(s) to enter embodiment. Consumer Evaluation & Approve final supply chain.
Validation phase. Review project & approve, stakeholders. Testing.
amend or reject proposed
outline.

17. idea
developed seed
If the seed finds itself in dry but cool
conditions and isn’t deposited too
deeply or eaten by insects or birdlife it
will germinate and shed it’s coat after
35 days. Kauri seeds have been known
to develop on fallen trees or even in the
litter at the base of the parent tree, a very
hardy habitat.

18. prototype
seedling
As a seedling they will develop
oblong shaped green or reddish
borwn leaves quickly dependnig
on how much direct sunlight they
are exposed too.

19. production
sapling
The young sapling bristles
up a and grows a spiky
coat developing at a rate of
approximately 10-25cm a year.

20. to market
ricker
After 50 years or more the trees will reach the
forest canopy. The tree will slow it’s upward
streak and start to broaden and develop
the iconic crown it is well known for. During
this time it will also start to shed the lower
branches in a process called abscission
leaving the trunk free of knots to become
what’s known as ‘poles’ or ‘rickers’.

21. in market
mature kauri
The final size of a Kauri is often determined
by it’s conditions, but can grow upwards of
30-40 metres high and several metres
wide. Kauri can survive for thousands of
years the oldest in New Zealand being
estimated at between
1200-1500 years.

22. Speed is of the essence
Document everything
Research is ‘the’ risk management tool
Research creates the platform for great ideas
Start marketing when you start the project
research idea prototype production to market in market
seed developed seed seedling sapling ricker mature kauri
The seed of the magestic Kauri is dispersed If the seed finds itself in dry but cool As a seedling they will develop The young sapling bristles After 50 years or more the trees will reach the The final size of a Kauri is often
after pollination by the wind travelling a conditions and isn’t deposited too oblong shaped green or reddish up a and grows a spiky forest canopy. The tree will slow it’s upward determined by it’s conditions, but can
distance of up to 1.5 km before settling deeply or eaten by insects or birdlife it borwn leaves quickly dependnig coat developing at a rate of streak and start to broaden and develop grow upwards of
ideally in the cool moist foliage under the will germinate and shed it’s coat after on how much direct sunlight they approximately 10-25cm a year. the iconic crown it is well known for. During 30-40 metres high and several metres
Manuka tree. The Kauri seeds special 35 days. Kauri seeds have bee known are exposed too. this time it will also start to shed the lower wide. Kauri can survive for thousands of
wing like form helps to carry it far from the to develop on fallen trees or even in the branches in a process called abscission years the oldest in New Zealand being
parent tree allowing it to grow gradually and litter at the base of the parent tree, a very leaving the trunk free of knots to become estimated at between
broaden over decades.(Stewart, Kauri, 2008) hardy habitat. what’s known as ‘poles’ or ‘rickers’. 1200-1500 years.

23. Spend the whole process ‘getting to market’
Features are not benefits
You need to be the Expert
Digital is critical.
research idea prototype production to market in market
seed developed seed seedling sapling ricker mature kauri
The seed of the magestic Kauri is dispersed If the seed finds itself in dry but cool As a seedling they will develop The young sapling bristles After 50 years or more the trees will reach the The final size of a Kauri is often
after pollination by the wind travelling a conditions and isn’t deposited too oblong shaped green or reddish up a and grows a spiky forest canopy. The tree will slow it’s upward determined by it’s conditions, but can
distance of up to 1.5 km before settling deeply or eaten by insects or birdlife it borwn leaves quickly dependnig coat developing at a rate of streak and start to broaden and develop grow upwards of
ideally in the cool moist foliage under the will germinate and shed it’s coat after on how much direct sunlight they approximately 10-25cm a year. the iconic crown it is well known for. During 30-40 metres high and several metres
Manuka tree. The Kauri seeds special 35 days. Kauri seeds have bee known are exposed too. this time it will also start to shed the lower wide. Kauri can survive for thousands of
wing like form helps to carry it far from the to develop on fallen trees or even in the branches in a process called abscission years the oldest in New Zealand being
parent tree allowing it to grow gradually and litter at the base of the parent tree, a very leaving the trunk free of knots to become estimated at between
broaden over decades.(Stewart, Kauri, 2008) hardy habitat. what’s known as ‘poles’ or ‘rickers’. 1200-1500 years.

24. Original Product Development
Our core business is creating products and
delivering them to market.
Developing new products and services is critical to driving your company’s revenue
growth, its competitive advantage and reducing its cost and risk. But often there are
impediments such as; the lack of management time, the right personnel and expertise,
and the sheer up-front cost of development.
Partnering with Locus Research can reduce the up-front cost of development, and help
you to improve the performance and resilience of your business in by creating innovative
products and services.

25. Common Skills we apply through the delivery of all of our work
Research Develop Manage
Product & Service Brand & Graphic Life CycleThinking Business/Commercial
The areas we actively integrate in our workflow
A genuinely integrated team is hard to find and silos are The diagram illustrates the common skills of: Product development is increasingly complex and requires
hard to avoid. Our team has retained an overriding focus on an interconnected approach to be effective, and to deliver
remaining vertically integrated with most of our staff skilled Research: discovery & understanding original and insightful solutions.
in multiple domains. More than a generic statement, our Development: growth & progress
work embodies this approach in a structural manner from In business there are no lines neatly separating the delivery
research through to market execution. Management: control & direction of a successful programme to market. It takes commitment
across all areas to succeed. Our team will often augment a
We view integrated product/service development as our These are shared across the four key domains of services company’s internal capability during the commercialisation
core competency. we deliver. process, assisting to drive the process and ensure
milestones are met, and deliverables achieved.
Visit: http://www.locusresearch.com Our Locations: Studio Mauao, 4a Grove Ave,
Mt Maunganui, Tauranga 3116 | Studio Six Bee, 6b Ponsonby Road Auckland.
Project - Internal Process
Author: Timothy Allan Locus Research Processes
Ph: +64 7 5715 007 Email: enquiries@locusresearch.com. Date Issued: 07/03/10 Revision: 1.0 Keywords: LocusResearch,Integration, Vertically Integrated

26. The Simple Research Loop The word ‘Research’ means ‘a systematic investigation in Applied research can incorporate anything from:
order to establish facts or reach new conclusions’ (Oxford
Our research driven approach is under pinned by a simple The structured application of scientific investigation
University Press, 1985). Our work differs from fundamental
research loop. This applies to quantitative research toward achieving commercial goals
research, as it is always ‘Applied’.
through idea generation and development through to User Centred Design
productionisation. The word ‘Applied’ refers to the fact that our research is
always used in a real world application. It is not undertaken Design Research; Investigation of business models
to generate conference papers (although it seems to do Engineering analysis
this on an alarmingly frequent basis).
Visit: http://www.locusresearch.com Our Locations: Studio Mauao, 4a Grove Ave,
Mt Maunganui, Tauranga 3116 | Studio Six Bee, 6b Ponsonby Road Auckland.
Project - Internal Process
Author: Timothy Allan Locus Research Processes
Ph: +64 7 5715 007 Email: enquiries@locusresearch.com. Date Issued: 07/03/10 Revision: 1.0 Keywords: LocusResearch,Integration, Vertically Integrated

27. Science
E
NC
SCIE
SS
GN NE
I
I
BUS
D ES
Design Business
The Design/Business/Science matrix. The combination of these three important domains has the Design is defined as being the art of creating
ability to generate significant lasting value for both industry something as well as a process (to plan).
We work with the intersection of science, business, and and community alike.
design and have the strong belief that these domains Science is the systematic knowledge of the
working together produce compelling results. Locus Research has built a unique, collaborative approach physical or material world gained through observation
and extensive networks within the science community and experimentation (and use thereof).
Science, business and design are very different areas, ensuring we are able to access leading specialists in a
each having a special role to play in the development of wide variety of areas. Business is defined as commercial activity with
sustainable products and services. Or for that matter any the goal of making a profit (perhaps not just in
products and services. financial terms).
Visit: http://www.locusresearch.com Our Locations: Studio Mauao, 4a Grove Ave,
Mt Maunganui, Tauranga 3116 | Studio Six Bee, 6b Ponsonby Road Auckland.
Project - Internal Process
Author: Timothy Allan Locus Research Processes
Ph: +64 7 5715 007 Email: enquiries@locusresearch.com. Date Issued: 07/03/10 Revision: 1.0 Keywords: LocusResearch,Integration, Vertically Integrated

28. The Environment Raw materials & energy
SYSTEM UNDER ANALYSIS ag
ement
Waste Man
Emissions to air, land & water
Life Cycle Inputs and Outputs Distribution and Transportation – shipment of the final product to the end Locus Research has pioneered the constructive and proactive use of life cycle
user. thinking in product development firstly in New Zealand and then further afield.
‘Life cycle thinking’ is an extension to our product development process and is This has been achieved by adopting and adapting life cycle thinking to design,
a part of all development projects undertaken at Locus Research. Use, Reuse, and Maintenance – utilization of the finished product over its
making it work for us in the real world.
service life.
The life cycle of a generic industrial product was defined by SETAC (1991) as This has migrated toward the creation and use of more design driven
being composed of the following stages: Recycle – begins after the product has served its initial intended function and is
techniques for Life Cycle Thinking. Which have been explored in the Life Cycle
subsequently recycled within the same product system (closed-loop recycle) or
Raw Material Acquisition – all activities necessary to extract raw material Thinking workshop series.
enters a new product system (open-loop recycle).
and energy inputs from the environment, including the transportation prior to Our involvement with science has enabled the development of strong
processing. Waste Management – begins after the product has served its intended function
relationships within the Life Cycle Assessment, Management and Accounting
and is returned to the environment as waste.
Processing and Manufacturing – activities needed to convert the raw material fields. We are an active member of the Sustainable Design Group of New
and energy inputs into the desired product. In practice this stage is often Life Cycle Thinking encourages a wider view during the development of Zealand and the Life Cycle Association of New Zealand.
composed of a series of sub-stages with intermediate products being formed products and services; moving beyond considerate material selection and into
along the processing chain. consumer behaviour and end of life scenarios.
Visit: http://www.locusresearch.com Our Locations: Studio Mauao, 4a Grove Ave,
Mt Maunganui, Tauranga 3116 | Studio Six Bee, 6b Ponsonby Road Auckland.
Project - Internal Process
Author: Timothy Allan Locus Research Processes
Ph: +64 7 5715 007 Email: enquiries@locusresearch.com. Date Issued: 07/03/10 Revision: 1.0 Keywords: LocusResearch,Integration, Vertically Integrated

29. The Services we provide our clients & partners
© COPYRIGHT LOCUS RESEARCH LTD 2010
SERVICE OFFER
Product Brand Sustainability Business
SERVICES SERVICES SERVICES SERVICES
Applied Research Research & Development Applied Research Introduction to Life Implementation Business Case
Customer Experience Idea Generation Company & Product context Cycle Thinking Define Key Environmental Business Model Investigation
User Needs Analysis Product Design & Development Product Attributes & Benefits Performance Indicators Supply Chain & Distribution
Service Design & Development Life Cycle Thinking - A
Competing Product Assessment Product/Service Offer Design Mindset Guidance on EMS Economic & Market Factors
Market analysis Project Management implementation Sales & Revenue Projections
Research Aggregation & Reporting Life Cycle Management -
Product Stds & Compliance Strategy & Direction From product to Company
Product Life Cycle Brand Architecture Tools & Approaches - Investment
Productionisation Marketing
Core Competency Implementing Change Developing Investment Prospectus
Strategy & Direction Production Documentation Brand Experience Product EcoLabels & Procuring/preparing for Investment
Project Team & Reporting Definition Production Oversight Applied Research Appraisals
Design Targets & Specifications Identity Development Supply Chain Assessment Market Requirements Production Implications
Project Structure & Scope Supplier Development
Nomenclature (Naming System) Compliance & Stds Review Production Impacts on Product Design
Project Costing & Planning Research & Assess New Supply Identity design & Development Input/Output Investigation Production Strategy
Intellectual Property Chains Product Life Cycle Life Cycle Design
Quality control Competitor Benchmarking Core Function Sales & Marketing
Risk Assessment and Supply Contract Development Brand Implementation Life Cycle Scenarion Pitch Presentions
Management Print & Advertising Data & Quantatative Development Definition of Product/Service Offer
Auditing Existing development Web Development & Ecommerce Assessment Product Service System Sales & Marketing Plan
process Technical Documentation Development Product Launch Strategy
Goal & Scope
Assessing project risk profile Installation and Assembly Instructions Inventory Analysis
ROI Audio Visual Material Impact Assessment In Market
Web 2.0 & Social Networking Product Visual Summary Point of Sale design & development
Packaging design & development
Support Material
Trade Show design and development
MECHANISMS FOR DELIVERY
FRAMEWORKS & PROCESSES FRAMEWORKS & PROCESSES FRAMEWORKS & PROCESSES FRAMEWORKS & PROCESSES
Navigator - Define and Validate your Product Discover - Market & Communicate Horizon - Take your product sustainability Realise - Turn your product into a
Development your product effectively to the next level business.
Pioneer - Create New Products and Improve Existing Foundation - Create a
Products. commercially effective and robust brand
platform
Visit: http://www.locusresearch.com locus
Our Locations: Studio Mauao, 4a Grove Ave, Mt Maunganui, Tauranga 3116 | Studio Six Bee, 6b Ponsonby Road Auckland
Our Contact Details: Ph: +64 7 5715 007 (Tauranga) +64 9 360 0821(Auckland) email: enquiries@locusresearch.com. research

30. Awards: Clients:
Awards are not a great predictor of commercial success (particularly in design). Our clients have included the following:
But when our team and clients have worked hard on a project it is great to stop and reflect.
MDEA Awards Programmes awarded include:
The Medical Design Excellence Awards (MDEA) Encircle - Medical Devices
competition is the premier awards program for the
medical technology community, recognizing the
achievements of medical product manufacturers and
the many people behind the scenes worldwide.
Dupont Innovations Awards Programmes awarded include:
In the Australasian context these awards are the Encircle - Medical Devices
heavyweight. Held bi-annually, the appeal of the Circadian - Sleep System
DuPont awards is they recognise real research and
development at a structural level and include in depth
discussion of sustainability within the Awards.
Best Awards Programmes awarded include:
The best awards are the key Design Awards in Encircle - Medical Devices Drybase - Tiled Shower System
New Zealand. They are organised by the Designers Cortex - Exterior Cladding System Littl’ Juey - Weedcutter
Institute of New Zealand (DINZ). Locus Research Curve Surf - Surfing accessories Cayo & The Outdoor Room
Managing Director Timothy Allan helped to institute Hold - Furniture Range Forester - Chainsaw Protection Clothing
the ‘Sustainable Product Design’ Award and was the
inaugural judge in 2004.
Sustainable 60 Five categories entered to be eligible for award:
The award was created by Fairfax media and Price Strategy and Governance - Our internal ‘Evolve’ project;
Waterhouse Coopers in 2009. It provided the Workplace - Our Continuous Professional Development (CPD) programme;
perfect opportunity to recognise the wider areas of Marketplace - The innovative Transform initiatives for Textiles New Zealand;
sustainability within a business. Locus Research was Environment - Life Cycle Thinking Workshops;
the recipient of the Overall Exemplar for Small business. Community - Our contribution to forming the Sustainable Design Group of NZ.
This recognised the work we have done in a range of
business areas.
Sustainable Design & Innovation Awards Programmes awarded include:
The Sustainable Business Challenge is held each year Cortex - Exterior Cladding System
by The Sustainable Business Network. They recognise
leading businesses sustainability initiatives. Locus
Research has been involved regionally (Bay of Plenty)
as a Judge and an advocate for the awards and also
won the central and southern award in 2009 against
stiff competition and proceeded to the national finals.
ISPO Brand New Programmes awarded include:
The new entrant award which is a part of the global Curve Surf - Travel System
sporting and equipment show; ISPO This award has
feature some great New Zealand innovators such as
Blo-Kart. The innovative Curve Surf Travel system was
a finalist in 2008 and featured in their exhibition.
Focus on Health Programmes awarded include:
Focus on health was an innovation challenge that Encircle - Medical Devices
sought to assist NZ companies commercialising
healthcare products and services into the US market.
We were fortunate to be selected from over 100 entries
to be a semi-finalist and were able to take part in
pitching to top US healthcare experts and Investors.
Interior Design Awards Programmes awarded include:
The Australian Interior Design Awards is a partnership Thermowood - A Material Investigation
event of the Design Institute of Australia, DesignEX and
ARTICHOKE magazine. It the premier Design event in
Australasia that is held alternately between Melbourne
and Sydney. An important calendar event for key
furniture and household goods manufacturers.
4 For more info please visit: www.locusresearch.com For more info please visit: www.locusresearch.com 5

31. Eco-System Eco-System
© COPYRIGHT LOCUS RESEARCH L
Locus Research
LCT Leadership and Conference Papers/ Industry Collaboration Active Involvement In
Education Presentations and Exchanges Design-related Events
(educational leadership, (research/science (collaborative/business (industry leadership, design
enlightening, guiding, leadership, cutting edge leadership, strategic, commitment/relevance, raising
empowering, enabling) research, expertise) cross-domain, awareness, spectacular)
knowledge sharing)
METHODS OF GROWTH Branches And Leaves Individual Specialties, Leading Projects
Integration through diversity
OFFERING Main Trunk
PRODUCT DEVELOPMENT
Systems focused
Working with businesses from different sectors and sizes
Product Brand Business Sustainability
specialists aware savvy experts
FOUNDATI
FOUNDATION Roots Company Ethos
Root
The belief that accountability does not inhibit creativity
Applied Research Tranparent and Established Commitment Originality
(empathy and Evidential Processes To Sustainability (Creativity, independance,
perceptiveness, (authenticity, analytics, (integrity, experience, insight)
understanding process, rigour, focus)
method) benchmarking)
© Copyright Locus Research Ltd 2011
Visit: http://www.locusresearch.com locus

32. Discover - Market & Communicate Your Product Effectively
© COPYRIGHT LOCUS RESEARCH LTD 2010
TASK SEQUENCE
Planning Foundation Identity Experience
CLARIFYING RESEARCH STRATEGY AURAL VISUAL MESSAGES CONTENT COLLATERAL
Project Plan Company Architecture Names Logo Device Key Messages Copy Stationery
Business history, Present Company, Product families, Company & Products Standard & Reversed Promotional & Technical Business cards, Letterhead,
situation, Long-term Products, Partners, The Story Faxhead, Envelopes
vision, Near-term mission, Ingredient brands Taglines Typefaces Imagery
Business goals, Company Company & Products Display & Text Photography, Diagrams, Templates
values, Strengths & The Filter Renderings, Line-art
Weaknesses Attributes & Benefits Colours Environment
CMYK, RGB, Hexidecimal Logos Buildings, Signage, Vehicles
Products & Services Position EPS, PNG, TIFF GIF
,
Offerings & Attributes Industry context, Product Design System Promotional
category, Category Lines, Spacing, Framing Website, Sales
Market segment, Point of difference presentation, Brochures,
Supply chain & distribution, Company profile
Market trends & dynamics,
Marketplace, Traditional Technical
competitors, Non-traditional
competitors, Opportunities Product manuals,
& Threats Specifications
Customers
Customer groups,
What customers want,
Current customer
perception, Demographics,
Psychographics, Customer
profile
DELIVERABLES
PROJECT PLAN FOUNDATION REPORT STRATEGY DIAGRAMS IDENTITY PRESENTATION BRAND BOOK ASSETS GUIDE FINAL OUTPUTS
All preliminary project An A4 report including all Diagrams of the company A presentation of the brand concepts showing the This is the distillation of A document explaining the The agreed final media
management work & gathered research data. & product architecture, and messages and visual identity presented as a complete the product attributes, and use of all brand assets. outputs which will present
collection of company & Also a diagram which its unique position in the brand story. All visual components specified including logo customer benefits, resulting Accompanied by all assets and sell the product, service
product info which the hilights and summarises market. device, typefaces, colours and the design system which in strong succinct key supplied to client in useable or company in the best light
company may already have. the key findings from each ties it all together. messages. formats on disc. to the customer.
sector.
Visit: http://www.locusresearch.com locus
Our Locations: Studio Mauao, 4a Grove Ave, Mt Maunganui, Tauranga 3116 | Studio Six Bee, 6b Ponsonby Road Auckland
Our Contact Details: Ph: +64 7 5715 007 (Tauranga) +64 9 360 0821(Auckland) email: enquiries@locusresearch.com. research

33. Horizon - Sustainability for the Real World
© COPYRIGHT LOCUS RESEARCH LTD 2010
TASK SEQUENCE
Educate & Clarify Investigate & Define Analyse & Assess
INTRODUCTION TO LIFE CYCLE THINKING RESEARCH & QUALITATIVE ASSESSMENT DATA ASSESSMENT & QUANTITATIVE ANALYSIS
Workshop Session SUPPLY CHAIN ASSESSMENT LIFE CYCLE ASSESSMENT
Develop and visual view of your supply chain and evaluate options for reducing
A critical part of starting down the road of sustainability is introducing your team
your footprint GOALS & SCOPE
and your company to life cycle thinking.
Define the goal and scope of your Quantitative study.
Life Cycle Thinking COMPLIANCE, LABELING & STANDARDS INVESTIGATION Define what your company wants to achieve and get out of the study.
Create a clear view of the market your in, and ensure that your environmental Evaluate the scope and ensure there is available inventory data, or the
A design mindset: Investigate and define yuour core product function,
assessments can clearly position your product with the key standards in the ability to research data.
document the existing product life cycle, identifying problems and
markets you operate.
opportunities. Then redefine the product system - designing a new life
Define the boundary of your study, and any key considerations for the
cycle.
INPUT OUTPUT INVESTIGATION study.
Understand in clear terms the inputs and outputs of your processes before Define the impact categories you will use during assessment and you
Life Cycle management you undertake a full assessment, review areas that are opportunities for will focus on.
From product to company: Explore the application of LCM within your improvement and problems that can be practically dealt with.
company, creating an environmental policy, a set of strategic priorities, INVENTORY ANALYSIS
objectives and targets that you can apply to your company. Either find a relative database or create new Life cycle inventory data
COMPETITOR REVIEWS
Benchmark and learn from the leaders in your industry and sector, identify areas for detailed assessment.
Tools & Approaches where they have focussed and why.
Implementing change: Understand environmental tools and approaches and IMPACT ASSESSMENT
where in the development process they can best be used. Undertake the assessment based on the LCI data and report.
Evaluate scenarios for different product alternates
PRODUCT VISUAL SUMMARY
Use impact assessment data to create visual assessments to be used for
internal teams and decision makers
DEFINE KEY ENVIRONMENTAL PERFORMANCE INDICATORS
(KEPIS)
Translate results into simple usable KEPI’s for design and development
teams.
DELIVERABLES
WORKSHOP WITH KEY MANAGEMENT COMPILED RESEARCH REPORT DETAILED ASSESSMENT, RESULTS & KEPI’S
Define your key products Core function An visual map of your supply chain,and assessment of key areas for A developed Life Cycle Inventory for your product
Document your future life cycles improvement relative to product structure The environmental impacts assessed and reported
Create a map of your environmental issues now, and into the future Select the key compliance and standards that need to be met and exceeded. Defined Key Environmental Performance Indicators (KEPI) for ongoing
Develop an effective Environmental Policy Identify gaps in existing product information product improvement and development teams.
Prioritise the key environmental goals of your company A detailed input/ouput assessment
Determine Objectives and Targets A detailed review of industry leading products and brands.
Understand and determine what tools are best for your company
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34. Realise - Turn your Product Into a Business
© COPYRIGHT LOCUS RESEARCH LTD 2010
TASK SEQUENCE
Opportunity Business Technology Structure Capital
DEFINING THE NEED DEVELOPING THE BUSINESS DEFINING THE FEATURES DEFINE MANAGEMENT OUTLINE THE INVESTMENT
The Problem or Need Product Structure Product/technology Company Vision The Offering
Clearly define and support the problem /need Define the structure of the product system Clearly define the product or the technology Lay out an aspirational achievable target Outline the required level of investment
associate with the product or technology. and schematically how it operates at a market/ Outlining all key points of difference. for your team to subscribe to and focus and what is being offered for the investor.
consumer level. on.
The Market Evidence Investor profile
Clearly define the market for the product or Market Introduction/Mechanism Demonstrate product efficacy objectively. Management & Team What type of investor are you looking for
service in a focussed manner. Create a credible strategy for entering the Define the team that will deliver the and how would they ideally interface and
market. Outline product structure rollout into Standards & Compliance programme and identify new resources contribute to the business.
The customer/target market specified markets. What compliance and standards factors are that may be required to deliver the
As specifically as possible, define who the important in the specified markets for this business milestones. Capital Requirements
product is being sold too and how they Product Development Schedule product. Define the capital requirements against the
purchase. What is the strategy to consolidate, develop and Governance milestones.
refine the product further post market launch. Intellectual Property Specify the organisational structure.
The Product Opportunity Define the trademark,design and patent Capital Structure
Outline how your solution directly addresses Market Introduction/Mechanism protection and/or outline any trade secrets Financials What will the shareholding and structure
the problem or need from the customers How will the product be launched through the which protect the product from easy Projected Unit Sales and Sales look like?
perspective. What is your value proposition. selected channel to market. A clear outline here replication.
will assist to drive sales projections accurately Sales Rationale Projected Growth
Channel to Market with a clear rationale. Future technologies Projected 5 Year P&L Statement In revenue and company value
What channel to market works the most What future technologies have been
effectively with the product category, outline Business Milestones Proposed Exit Strategy
options and define preferred option. What are the key milestones for the business Competitor Analysis How will investors enter and exit the
during and post launch. Set measurable goals business, are there logical points or targets
Marketing Approach and actions. Competitive Advantage for this.
What marketing approach work best in the
market to the specified consumers. Where do Partnerships/Alliances
they go to access information on purchase. Outline any key alliances or partnerships.
DELIVERABLES
SECTION ONE SECTION TWO SECTION THREE SECTION FOUR SECTION FIVE
The first section of the business development How does the business intend to take advantage A chance for the features and the product Who are the key people for the business What investment is being sought, and how
focusses on what the opportunity is and of the opportunity. What are the key milestones and technology to get fully described. and how will the business be operated will the capital be used.
presents it from the customers perspective. for the business to deliver on the potential Prove the product is effective and and and governed. What returns are projected for the investor
It defines how the products are purhased opportunity. describe what intellectal property exists to What are the sales projectsions and what and how can they effectively enter and exit
and the key channels to market, and the key protect the investment and the businesses are these based on? the business.
approach to marketing. competitiveness How is the company projected to
perform.
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Our Locations: Studio Mauao, 4a Grove Ave, Mt Maunganui, Tauranga 3116 | Studio Six Bee, 6b Ponsonby Road Auckland
Our Contact Details: Ph: +64 7 5715 007 (Tauranga) +64 9 360 0821(Auckland) email: enquiries@locusresearch.com. research