Benchmarking Good Ideas
Andrew Comfort Toy Product Design
February 4, 2015
Basic Structure:
story
principle
application
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
Where did Q-BA-MAZE come from?
• toilet bowl brush • word flip flops • Box of Fun
Box of Fun?
Playground Memories
Write down some favorite childhood playground experiences (3 min)
What are Good Ideas?
What are good ideas…
for products? for toy products? for post-mounted playground experiences?
Thomas Edison: "never waste time inventing things that people would not want to buy."
who is the buyer? who is the customer? who is the end-user? why buy your product vs the competition?
What is Benchmarking?
Benchmarking
Is the continuous process of measuring products, services and practices against the toughest competitors or those recognized as industry leaders
Benchmarking
Is assessing your product against competitors and the broad market
RED OCEAN
RED OCEAN
RED OCEAN
BLUE OCEAN
Benchmarking
Is assessing whether you are in a blue or a red ocean If red, can you find a gap of blue?
Benchmarking
Is competitive research (what architects call precedent study)
Be a
GEEK
Be a
GEEK about your market (research skills)
Benchmarking tools:
Online: • Google • Amazon • Pinterest • Competitor website
Benchmarking tools:
Analog: • Library • Journals • Magazines • Newspapers • Books • Stores • Tradeshows
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'
Benchmarking tools: Analog: • Thomas Register
Publications & Periodicals • Standard Industrial
Classification (SIC) • North American Industry
Classification System (NAICS)
Benchmarking tools:
Analog: • Talk to experts in person or
on the phone…
Benchmarking tools:
For post-mounted play experiences: • Playgrounds
• City • Children’s Museum • Science Museum
• Competitor websites • Competitor catalogs • Tradeshows • Organizations • Landscape Structures Staff
Back to Good Ideas
Where do Good Ideas Come From?
The Adjacent Possible
New Materials
Be a
GEEK
Be a
GEEK about your concept (design and maker skills)
Good Ideas come from
Failure
USPTO.GOV
RED OCEAN
BLUE OCEAN