Why Most Product Ideas Are Doomed - And How You Can Make Sure Yours Isn't One of Them

In a recent survey by Ponoko of thousands of creators about how best to turn their product ideas into reality and make money from them, it became apparent that biggest among the creators' concerns was the various stumbling blocks new designers encounter when trying to get their projects off the ground.

Problem #1 – What is step one?

It's all very well to have a great idea, but what do you do with it? Questions about design, materials, manufacturing and sales can be daunting and seem unanswerable – or, there are so many different answers you are overwhelmed with information, with no way to evaluate each answer's worth. There's no single source for definitive advice.

Some of this can be addressed by talking to someone in the know – a designer friend, getting quotes for materials etc. Turning it into cash is another thing entirely, because how do you get your product out there and visible so that people can start buying and talking about it? This is sadly where many designers will head back to their day jobs.

Problem #2 – How can I make the design process super simple?

So you've got your idea – now what? The dream scenario is a smooth transition from idea to real life product.

For designers this means outputting their idea from their favorite design software package and presto! But is your software compatible? Will it work, or won't it? You want to be able to send in any file type.

For novices, 'easy' means a way to submit a design without needing to use design software. Or at the very least a free online drag and drop wizard that has some really good support. Where do you find one of these to enable the making of almost anything?

For people who will never design anything in their lives (umm, that's most of us), this means being able to describe what they want using text and photos and giving this to a design pro to do the job for them. But where do you find a designer who knows exactly what you are talking about?

And for everyone it means getting feedback (for free) on the design idea and the design file before investment – if you aren't sure if the design will hold up in reality how can you convince others of its worth?

Without the right level of design expertise between you and your helpers, your idea is doomed.

Problem #3 - Talking different languages - fixed setup fees, minimum orders and shipping costs

Designers like to be able to test their ideas out before committing to a solid design. Manufacturers want designers with certainty over their designs and who want massive orders. Clash much?

Unfortunately manufacturers solve this problem by charging a fixed setup fee or requiring a minimum order size. Or for 'best' effect, they do both! This is not helpful for the testing designer.

Some are lucky and find a service that doesn't charge any upfront fees or have any minimum orders. Next problem? They speak in a complex language (sometimes referred to as 'engineer-speak') AND tell you how your design is not possible. And they are located miles away from you, meaning the shipping cost is a complete deal breaker!

Which leaves you a bit stuck - and your idea is doomed unless you find someone more local and dig in with a little translation and a lot of perseverance.

Problem #4 – What do you mean, I can't use adamantium?

So you got your design in top shape and found a friendly manufacturer who speaks designer language. What next? Now you have to chose the right materials, but does your manufacturer even offer, or recommend, your dream stuff?

It's likely you'll get stuck having to use second best materials, and having to buy a boatload of them to make a single prototype.  Oh what fun this great idea has turned out to be - why can't someone just supply me with an unlimited selection of materials with no minimums!

Problem #5 - Small orders VS small cost

As great as your idea is, there is a limit to how much you're likely to want to invest in bringing it to life. Beyond the setup cost and minimum order requirements, the cost of labour and machine time can make things too much for creators to seriously consider.   

The same applies if you're going to sell your ideas. The price that covers your costs won't be marketable unless you mass produce the product – and unless you are totally confident of success that is not a smart business model.

Your idea is again doomed unless you're willing to take the risk of mass production or you compromise the high value and precise nature of your manufactured designer idea and hand make from scratch. Neither are terribly excellent choices for a start up designer.

Why is there not a service where the cost matches my expectations and the expectations of my customers, without needing to go down the mass production route?

Problem #6 - Will anyone actually buy my creation?

A number of people also said they do not make things is because they do not know if their product will sell or how to promote their stuff. Door to door is pretty uncool these days, and it's hard to get buy in from a store unless you can demonstrate the selling power.  

And when it comes to selling online, people are keen to find out just what people want to buy, how to setup an online shop, exactly where to promote themselves and how to form online relationships that turn into (repeat) customers.

Problem #7 – There are only so many hours in a day...

It's surprising how many people say they love making stuff, but just do not have the time to dedicate to it. In many people's past experience it's taken more than 40 hours going back and forth and around in circles with materials and manufacturing suppliers. The design file does not work, the design idea is flawed, the materials do not suit, the materials will take 6 weeks to arrive, sorry I can not get a quote to you this week - the list is quite extensive.

So it's a loud and clear message that people want a single service that is easy to rock up to and press play for instant attention and results - in terms of both making and selling success.

Problem #8 – Please hold my hand...

And finally, many people just wanted more regular ongoing support and education. How to design for best quality and lowest cost - and how to promote themselves and sell online. Good stuff can always be repeated.

While there's plenty of 'how-to' content out there, people want it served up, backed up and from a single trusted source that understands their specific situation as a creator.

So what?

How do you avoid all of these problems to turn your idea into reality and cash, with ease? There are a number of stellar services that solve up to 25% of the problems above, and Ponoko currently solves 50% of them, but there's currently no single service that does them all.

What now?

After review of these results, Ponoko Part II appears to contain all of the essentials that every  creator needs to be successful. Why not give it a go and let them know if they're right?

http://designyourown.ponoko.com, design your idea and get it built or made for you!