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Benchmarking Good Ideas
Andrew Comfort Toy Product Design
February 4, 2015
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Basic Structure:
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story
principle
application
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story from Andrew’s experience
principle, technique or concept exemplified in that story
how to apply the principle, technique or concept to a new post-mounted play experience
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Where did Q-BA-MAZE come from?
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• toilet bowl brush • word flip flops • Box of Fun
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Box of Fun?
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Playground Memories
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Write down some favorite childhood playground experiences (3 min)
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What are Good Ideas?
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What are good ideas…
for products? for toy products? for post-mounted playground experiences?
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Thomas Edison: "never waste time inventing things that people would not want to buy."
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who is the buyer? who is the customer? who is the end-user? why buy your product vs the competition?
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What is Benchmarking?
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Benchmarking
Is the continuous process of measuring products, services and practices against the toughest competitors or those recognized as industry leaders
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Benchmarking
Is assessing your product against competitors and the broad market
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RED OCEAN
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RED OCEAN
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RED OCEAN
BLUE OCEAN
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Benchmarking
Is assessing whether you are in a blue or a red ocean If red, can you find a gap of blue?
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Benchmarking
Is competitive research (what architects call precedent study)
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Be a
GEEK
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Be a
GEEK about your market (research skills)
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Benchmarking tools:
Online: • Google • Amazon • Pinterest • Competitor website
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Benchmarking tools:
Analog: • Library • Journals • Magazines • Newspapers • Books • Stores • Tradeshows
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2003 SALES REVENUE: Taurus Toys -- Block n Roll PRODUCT SALES 1 EST. SALES 2 RETAIL EST.
WHOLESALESALES REVENUE % OF TOTAL
REVENUEspecial blocks 120,000 3.95$ 2.00$ 240,000$ 3%40 piece 120,000 14.95$ 7.50$ 900,000$ 10%60 piece 360,000 19.95$ 10.00$ 3,600,000$ 41%100 piece 180,000 29.95$ 15.00$ 2,700,000$ 31%130 piece 45,000 39.95$ 20.00$ 900,000$ 10%200 piece 14,000 59.95$ 30.00$ 420,000$ 5%
8,760,000$ 100%
1 annual sales of 60-piece and 100-piece sets from Bangor Daily News, Saturday Nov. 27, 20042 annual sales of other items in product line estimated on a 'bell-curve'
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Benchmarking tools: Analog: • Thomas Register
Publications & Periodicals • Standard Industrial
Classification (SIC) • North American Industry
Classification System (NAICS)
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Benchmarking tools:
Analog: • Talk to experts in person or
on the phone…
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Benchmarking tools:
For post-mounted play experiences: • Playgrounds
• City • Children’s Museum • Science Museum
• Competitor websites • Competitor catalogs • Tradeshows • Organizations • Landscape Structures Staff
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Back to Good Ideas
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Where do Good Ideas Come From?
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The Adjacent Possible
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New Materials
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Be a
GEEK
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Be a
GEEK about your concept (design and maker skills)
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Good Ideas come from
Failure
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USPTO.GOV
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RED OCEAN
BLUE OCEAN
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