Profit From Product Re-design

You don’t have to be a design guru or professional industrial designer to come up with creative solutions to improve the things around us. After all, most of the best things were designed by amateurs, out of sheer need.

There are lots of things out there that we use every day and, surprisingly, most of them can be improved to work better, be more useful or just look better and could make you money. Let’s take an example: the pouring spout and lip. Every tea pot, jug, carafe, virtually anything that holds liquid has a pouring spout or pouring lip. But what annoys people is that it drips. There you are, thousands of years of continuous refinement and we still can’t get it right!

So, if someone takes the time, examines the problem and comes up with a really dripless spout, people will beat a path to their door? Well not really. There’s all that branding, marketing and selling stuff to get through, but that’s another story. There’s room for improvement in almost any common product and it’s this tinkering around the edge of design that makes our life better. By addressing those pebble-in-the-shoe kinds of irritations, we can probably get rid of half the angst in the world today.

What’s the point? Well, if you don’t want a better world to live in, you can probably make money out of simple improvements to every day things. Don’t get me wrong, this isn’t for everyone. Just because you’ve banged a nail into a piece of wood doesn’t mean that you’ve got a better coat hanger.

It takes thought and discipline to come up with a viable alternative. Don’t forget these things have been around for a long time, so lots of people have probably had a go at redesign. There are about four major issues to consider before you start:

What really irritates me about this thing?
Personal involvement is the greatest motivator. Unless you’re a professional industrial designer, you’ve really got to have your heart in it to achieve success. If you think it’s sort of OK as it is, don’t start.

Will it be a major improvement if I fix it?
It’s got to be a significant change for the better. If you just hate the colour and want to paint it red, no one will notice.

Will there be a true point of difference from the original?
If you make the improvement will the difference stand out? Can you hang your hat on it as a marketing tool, or will it get confused with the original.

Is the technology within my grasp?
Don’t try to improve the pace maker unless you know something about metallurgy, microchips, electronics and above all, anatomy. Stick to things you know best.

Of course the most important thing, the actual redesign, is up to you. But the best solutions are simple, and appear obvious after all the agony.

If you’ve come up with a better widget and you think it will sell, what’s next?

Research the market, don’t rely on anecdotal evidence. Check what’s out there and how much it sells for and at what volume. Every country has government agencies which deal with patents and design registrations; you can generally search their data base for similar products and designs. If you find something similar, be warned, you could end up in court if you proceed.

Don’t discuss it with your friends, or manufacturers, or retailers. Keep mum until you’ve registered or patented or somehow protected your design from being copied. It’s too late once it’s on the market. If you have to discuss it with someone, get them to sign a non disclosure form giving you exclusive rights.

Decide on production costs and methods, profit margins, sales methods, positioning, advertising, etc.

It ain’t easy but in the end everyone needs widgets, and the low-tech end of the market is the least competitive and the most rewarding.