Right Order

Product Launch Hazzards Right Order

Product developers, inventors, marketers, entrepreneurs, and curious listeners, lend us your ears: the success of your product does not rest on how passionate you are or how great you think your product is. There is a fundamental process that you must follow, which involves having the right things, in the right order, and the right resources before going deeper into the rabbit hole.

 

Here at Product Launch Hazzards we give you the right resources through our membership Expert Office Hours podcast, where our seasoned industry experts answer your questions by sharing their insider know-how– and on this episode we will put these resources into context by tackling the fundamental 7-P process of product launching.

 

We have done this over 250 times throughout our careers as product innovators and entrepreneurs, and we will impart the lessons we have learned from studying and researching other people’s as well as other companies’ product development process. Discover how we came up with the 7-P process, how we put it in the right order and how you can save precious time and resources by applying it.

What is the Right Order?

PLH 024 | 7-P Process

BRAND IT

What is product branding, and why does it need to be the first thing you figure out before launching your business? Branding is not necessarily about who you are, it is about how people perceive you. As much as you would like to be in full control of your brand identity, it will all really depend on how your audience sees your brand. That is why it is vital to consistently check market perception, so you can constantly align your brand messaging and reach your targets. Big brands like Procter and Gamble, Coca Cola, and others recognize the importance of knowing their core brand identity, so that they can adjust their marketing plans accordingly and be most efficient when acting on them. Do not fully equate branding with logos, colors, and design– they are just visual expressions of your brand. Taking the time to truly have a deeper understanding of what your brand stands for and who your target market is will enable you to create and effectively implement a business and marketing plan that will help you reach your business bottom line quicker.

Brand It Right Things

_MediaPitchSecrets Page 1

Brand It Right Resources

Strategic Design & Development, Rapid Prototyping Expert

Tom Hazzard
Creative Direction | Development Engineering | IP/Patent Law | Product Design
An inventor with 37 patents and an unprecedented 86% success rate for consumer product designs, Tom Hazzard has been rethinking brand innovation to design in success for over 25 years. Tom’s patented innovations provide entrepreneurs and businesses of all sizes a system to spread their brand, grow valuable consumers, and diversify into higher converting revenue streams without a lot of time, cost or effort.

    Branding Evangelist

    Gerry Foster
    Branding
    Gerry Foster, a highly accomplished brand strategist, is the President of Gerry Foster Branding, a Brand Development and Training Company based in Los Angeles, CA. He is the creator of the Big Brand Formula which shows small business owners how to create a big brand, and a strong message that sells, so you can excite, delight, and ignite your market and make it easier to get new customers.

      Product Launch Expert in Strategy, Design & Development

      Tracy Hazzard
      China Sourcing | Mass Market Retail | Product Design | Strategic Planning
      Tracy Hazzard, Inc. Columnist and CEO of Hazz Design has co-designed and developed 250+ products generating almost $2 Billion in revenue for her retail clients. Tracy has had products in all major e-commerce and mass-market retailers; office superstores; electronics boutiques; and wholesale clubs, including the best-selling mesh office chair at Costco.

        Direct–to–Consumer & Video Marketing Expert

        Rick Cesari
        Advertising | Marketing | Strategic Planning
        Rick followed his passion for nutrition, building his first business Trillium Health Products to over $75 million in sales in only 4 years and creating both The Juiceman and Breadman brands. While still in his early 30’s he founded Cesari Response Television, Inc. as a marketing agency to help other companies use direct response video marketing to build their brands, increase sales and grow their businesses.

          PROVE IT

          Prove It is critical because I’m sure all you are very passionate about the products that you want to bring to market and you should be. If you’re not passionate about it, then you shouldn’t do it. Just because you’re passionate about it and you believe there is a big market for it, it does not matter what you believe. I’ve seen many people over many years say, “I know there’s a market for this. I’m confident.” I’m glad you’re confident, but sometimes that confidence can have you blow a whole lot of money on something that if you had spent some time proving there was a market that as Tracy often says that, “The dogs will eat the dog food.” When you put it out there, you would be able to save yourself a lot of time, a lot of headache, and more importantly, a lot of money and not risk your financial future on something that is unproven. You need to prove it.

          Think about it this way. You’re proving a hypothesis. That is a scientific process. Our 7P Process is set up in that way to be a scientific process. It is one of those things where it is absolutely easy to make sure that you are a self-fulfilling prophecy. You’re making it so. What we’re looking for here is for you to say, “I’m going to be open to the information of what I gather along the way. I’m going to prove my hypothesis is correct because I believe in this, but I am not going to close my mind off to refining it, to make it better, make it salable, make it right. Maybe find out that the idea I had isn’t right for this market, but it might be right for this market over here.” We want you to look at it from that perspective. It is not about disproving your product idea. It’s about refining it and proving that it will work in the way that you intended it to having an impact on society or consumer product goods, whatever it is that your intention is for.

          Prove It Right Things

          Prove It Right Resources

          Strategic Design & Development, Rapid Prototyping Expert

          Tom Hazzard
          Creative Direction | Development Engineering | IP/Patent Law | Product Design
          An inventor with 37 patents and an unprecedented 86% success rate for consumer product designs, Tom Hazzard has been rethinking brand innovation to design in success for over 25 years. Tom’s patented innovations provide entrepreneurs and businesses of all sizes a system to spread their brand, grow valuable consumers, and diversify into higher converting revenue streams without a lot of time, cost or effort.

            Market Research Expert

            Laura Hazzard
            Advertising | Marketing | Creative Direction | Strategic Planning
            It’s not about you or me, it’s about the consumer // their needs // their wants // their core values. That is what drives and maintains loyalty. I live in the world of // who? // where? // when? // how? // and most importantly, WHY? If you don’t understand how your customer thinks, they won’t stick around.

              Product Launch Expert in Strategy, Design & Development

              Tracy Hazzard
              China Sourcing | Mass Market Retail | Product Design | Strategic Planning
              Tracy Hazzard, Inc. Columnist and CEO of Hazz Design has co-designed and developed 250+ products generating almost $2 Billion in revenue for her retail clients. Tracy has had products in all major e-commerce and mass-market retailers; office superstores; electronics boutiques; and wholesale clubs, including the best-selling mesh office chair at Costco.

                PRICE IT

                This is critical because there are many different ways you can price a product and you may have found out as you’re proving it that there’s a market for it, but the market may not pay the price you hoped they would or thought they would or maybe you sold way too many of them and you’ve underpriced the product. It can happen either way. With Price It, we’re going to talk about one of the two major ways that you can price your product. You can price it based on it’s costing me X to manufacture it or to buy it from the manufacturer or distributor. Then I’ve got to ship it in and that’s going to cost me this and then you add up all your costs in terms of getting it to the point of sale, whether that’s Amazon’s warehouse or on the shelf somewhere. Then the retailer or the marketplace needs to make X margin, take all your costs and then add your margin on top of it and that’s your price. That’s what I would call a cost-based pricing.

                Market basis versus cost basis, which means that you, the formulas that you guys use to decide if this is of interest, a market for you, organic keywords, number of searches, like all of those things are already giving you a price sensitivity. You guys have an advantage. The inventors, they don’t start with that. They start with their idea and then figure out how to make it and what it should cost. They’re at a greater disadvantage maybe because it’s never been done before. They don’t have something to base it on. Most often, we find that the inventors, it’s not that they have something so original that it’s never been done before, it’s that they don’t have experience in any of those materials, products, or manufacturing area. Probably, it’s some comparable product out there that if we looked at it, we can say if we combined this one and this one, they cost this in the marketplace if we were to source them. We can be fairly sure that it’s going to cost a factor of that, and get a pretty good estimate going and we do that. We look at it from both perspectives whenever we’re working on a project because cost is important. If your features can’t be built into it and still achieve the market price you want, then you can’t do it. We have to know both at the same time and work both directions because we also want to make sure we’re building an enough margin for where you want to go. Profit is important and margin is important if you want to hit on the shelf. We’d like to preserve those kinds of margins.

                Price It Right Resources

                Big Box Retail Sales Expert & On The Shelf Podcast Host

                Timothy Bush
                Business Development | Mass Market Retail | Retail Sales | Sales
                Timothy Bush is currently the Owner of TLB Consulting, a company which has specialized in connecting companies and their products with Costco and other large retail chains since 2009. Mr. Bush’s first hand knowledge of Costco makes his company a destination for individuals and companies looking to understand this large retailer.

                  Product Launch Expert in Strategy, Design & Development

                  Tracy Hazzard
                  China Sourcing | Mass Market Retail | Product Design | Strategic Planning
                  Tracy Hazzard, Inc. Columnist and CEO of Hazz Design has co-designed and developed 250+ products generating almost $2 Billion in revenue for her retail clients. Tracy has had products in all major e-commerce and mass-market retailers; office superstores; electronics boutiques; and wholesale clubs, including the best-selling mesh office chair at Costco.

                    Strategic Design & Development, Rapid Prototyping Expert

                    Tom Hazzard
                    Creative Direction | Development Engineering | IP/Patent Law | Product Design
                    An inventor with 37 patents and an unprecedented 86% success rate for consumer product designs, Tom Hazzard has been rethinking brand innovation to design in success for over 25 years. Tom’s patented innovations provide entrepreneurs and businesses of all sizes a system to spread their brand, grow valuable consumers, and diversify into higher converting revenue streams without a lot of time, cost or effort.

                      PLAN IT

                      Our 3P is Plan It. We cannot say it enough, “Hope is not a plan. Hope is not a strategy.” It’s not a strategy. It’s not a plan. This is not the way to go through and develop a product because there too many cost factors, there’s too many hidden landmines, and there’s a lot of hazards. We have to avoid all of those in the planning processes. It’s a significant part of that. Why do we wait to plan it and don’t do that first. That’s a question I get all the time when I’m out there and it’s a valid question. The reality is until we’ve proven it and we’ve priced it and maybe gone back and forth and tested that price by proving it again because you could do that, we don’t know if we’re going to go forward. Why waste the time on planning ahead of time? Now that we’ve defined some of those unknowns, it makes it easier to plan with more accuracy. That’s why we put the Plan It there.

                      The Plan It is we have flexible plan. It’s not written in stone because we don’t know lots of things right now. At this stage, we’ve got an idea. We think it’s pretty good, we think we’ve dialed in the right kind of price. Maybe we’ve made a small prototype or made some kind of prototype, but we haven’t gotten into serious design mode yet. We don’t know minimum runs. We can guess at it. We maybe say, “For this typical plastic part, you’re going to need to make a minimum of a couple thousand pieces.” That’s pretty typical in this marketplace. We do have some basis for us, but it’s not a guess. It’s not dialed in because there might be nuances. We might have to make a whole new tool. The minimum run might be 10,000. These things are going to get refined and redefined in the plan, but at least we know going forward and we have a goal. Here’s where a critical factor happens. Do not underestimate your timing. If you were trying to make a season, a holiday season, a selling season, a summer season, do not underestimate that because you will miss it and then when you miss it, you’re a whole year out. This is the most critical part of Plan It. A lot of people don’t layout that critical path timeline of what it’s going to take to, “I can get that product manufactured in 30 days.” Maybe you can, but then you’ve got a whole lot of logistics getting into the port, getting on a vessel schedule if it’s in Asia, and then getting on a vessel over the ocean to the US port, depending on that port, then you’ve got days getting it off the ship and into a warehouse and out of that temporary warehouse.

                      Plan It Right Things

                      Plan It Right Resources

                      Business Growth & Licensing Expert

                      David Lieberstein
                      Advertising/Marketing | Business Development | Product Design Start-Ups
                      David Lieberstein brings a unique, informed perspective with over 45 years of experience in business planning, product development, manufacturing, licensing, wholesale marketing and retailing. David has founded a number of wholesale gift and houseware companies as well as a regional sales agency and retail outlet store over the years with total revenues in excess of $100 Million.

                        Product Development Process Expert – Beauty & CPG

                        Loren West
                        Loren West, founder, is an analytical and creative project strategist with a time-tested record of managing the efficient flow of product promotions and launches in high-volume, time-sensitive, fast-paced environments.

                          Big Box Retail Sales Expert & On The Shelf Podcast Host

                          Timothy Bush
                          Business Development | Mass Market Retail | Retail Sales | Sales
                          Timothy Bush is currently the Owner of TLB Consulting, a company which has specialized in connecting companies and their products with Costco and other large retail chains since 2009. Mr. Bush’s first hand knowledge of Costco makes his company a destination for individuals and companies looking to understand this large retailer.

                            Strategic Design & Development, Rapid Prototyping Expert

                            Tom Hazzard
                            Creative Direction | Development Engineering | IP/Patent Law | Product Design
                            An inventor with 37 patents and an unprecedented 86% success rate for consumer product designs, Tom Hazzard has been rethinking brand innovation to design in success for over 25 years. Tom’s patented innovations provide entrepreneurs and businesses of all sizes a system to spread their brand, grow valuable consumers, and diversify into higher converting revenue streams without a lot of time, cost or effort.

                              Product Launch Expert in Strategy, Design & Development

                              Tracy Hazzard
                              China Sourcing | Mass Market Retail | Product Design | Strategic Planning
                              Tracy Hazzard, Inc. Columnist and CEO of Hazz Design has co-designed and developed 250+ products generating almost $2 Billion in revenue for her retail clients. Tracy has had products in all major e-commerce and mass-market retailers; office superstores; electronics boutiques; and wholesale clubs, including the best-selling mesh office chair at Costco.

                                PROTOTYPE IT

                                Let’s move on to the step that everybody loves. This is the product fun step. Number four is to Prototype It, design, develop it, do all of those fun things that most people like. This is where we iterate. This is where we dial in all the specific details of what that final product is in every single way from the function of the product, to the look and feel the product, the materials, the colors, the packaging. You’ve got to get this all completely defined and have no unknowns. Nothing left to chance or afterthoughts. Tom already has done an Office Hours on prototyping and some of the different methods that we use and that are available to do. This is where we’re talking about also the refinement of it. I don’t want anyone to think that we waited this long to design things. Design happens all along the way because all of this information is informing design. For us, this is refining the product, it’s refining what we want. When we hit this stage, we have enough information to do final prototypes, to do functional prototypes, to do anything that requires investment in cost. If you have to pay for something, this is the time we wait to pay for it because we’ve gotten enough information along the way.

                                We might have done some drawings ahead of time, maybe some 3D print models because we haven’t had a 3D printer here. We certainly probably done renderings to do some side-by-side comparisons and get some market feedback, but we’ve probably not dialed in the full prototype with all the things that we’ve learned in the product and the features until this stage. The other thing that we do at this stage is what we call development. It’s designing, but development is also refining what is going to be the criteria for how this is made, what is going to be the quotation specification, what might be the quality requirements we have, the critical factors like all of those things we outlined because we want to be clear when we go to our manufacturer to get the quotations and the information, what we are expecting. Sometimes, prior to this stage you might have had two different kinds of samples. You might have had more of an appearance sample that looks the way you want it to in production and have then a functional prototype that doesn’t look like it will, but actually works. This is the time where you got to bring those things together. Make one final sample that you can absolutely confirm. This is what it’s supposed to be. Sometimes, that can be done prior to manufacturing. Sometimes, it’s the very first piece manufactured after things you tooled. That depends on the product and the materials and the situation.

                                Prototype It Right Things

                                banner25
                                banner27

                                Prototype It Right Resources

                                Marketing & Business Development Manager at Genimex

                                Anna Pappas
                                Advertising/Marketing | Business Development | China Sourcing | Manufacturing
                                A creatively savvy, global marketer with 8 years of experience in consumer and brand marketing, licensing, product/packaging development and partner management. Strategic thinker with extensive client-facing experience in ideating and executing partnership plans to drive brand awareness and increase revenue.

                                  Patent, Trademark & Copyright IP Expert

                                  PLH 24 | Product Quality
                                  David Chitayat
                                  China Sourcing | Development Engineering | Manufacturing | Product Design
                                  CEO

                                    Design For Manufacturing Expert

                                    Dennis Shaver
                                    Manufacturing
                                    Dennis G Shaver is an American Product Development Entrepreneur, Amazon International Best-Selling Author, Coach, Trainer, Speaker and a former Fortune 500 leader. Dennis specializes in turnkey product development and empowering entrepreneurial leadership in corporations, education, established businesses, startups and aspiring entrepreneurs.

                                      Strategic Design & Development, Rapid Prototyping Expert

                                      Tom Hazzard
                                      Creative Direction | Development Engineering | IP/Patent Law | Product Design
                                      An inventor with 37 patents and an unprecedented 86% success rate for consumer product designs, Tom Hazzard has been rethinking brand innovation to design in success for over 25 years. Tom’s patented innovations provide entrepreneurs and businesses of all sizes a system to spread their brand, grow valuable consumers, and diversify into higher converting revenue streams without a lot of time, cost or effort.

                                        Product Launch Expert in Strategy, Design & Development

                                        Tracy Hazzard
                                        China Sourcing | Mass Market Retail | Product Design | Strategic Planning
                                        Tracy Hazzard, Inc. Columnist and CEO of Hazz Design has co-designed and developed 250+ products generating almost $2 Billion in revenue for her retail clients. Tracy has had products in all major e-commerce and mass-market retailers; office superstores; electronics boutiques; and wholesale clubs, including the best-selling mesh office chair at Costco.

                                          PROTECT IT

                                          From there, we also determine whether or not something’s ready for the fifth step, Protect it. This is when people get often way out of order. They usually think, “I’ve got this idea and I really believe in it. I’m going to go spend all the money and go and patent it right away.” They do that as step one before they’ve proven there’s a market for it, before they priced it out. I see people spending tens of thousands of dollars on intellectual property, attorney costs and government fees and things like that. By the time they then start on their project and get to this stage that we’re telling you this is the right time to do it now, they’ve often find, “There’s all this other stuff that we came up with along the way that should be added in the applications or be covered in the intellectual property protection.” You then end up redoing things, doing it over again, spending more money, and it ends up much bigger project item. Filing a second patent and extension, there’s a whole bunch of things.

                                          I want to be careful here. If you must disclose something in the Prove It stage, we highly recommend filing a provisional because a provisional is very inexpensive. If you did something wrong, you can trash it and start a new provisional at this next stage. It’s okay to do that early on if you want, but do not be filing full patents until you’ve gotten through this development process because your features might have changed in the Prove It and Price It phase. In this Prototype phase, lots of new things and new opportunities for patentable features might come up as well. New ways to make something that you didn’t imagine. This is why we wait to do that. This is especially the time to wait to file design patents. Do not file design patents before this stage because design patents don’t hold up very well. We learned this on office chairs, for instance. We would patent the front design, the back design, and the base design. You have to break it all up to file a big design patent on the whole thing and would mean that if somebody did 10% difference anywhere on the product, including the back, it all of a sudden invalidated the design patent and that was proven in court.

                                          Protect It Right Things

                                          Protect It Right Resources

                                          Patent, Trademark & Copyright IP Expert

                                          Jason Webb
                                          IP/Patent Law
                                          Jason Webb is an intellectual property attorney and the founder of JP Webb. He has a Bachelors of Science degree in Applied Physics and Computational Modeling from Brigham Young University where he assisted in experimental laser physics and cancer research. Mr. Webb has deep experience in patent, trademark, and copyright…

                                            Small Business IP Expert

                                            Rich Goldstein
                                            IP/Patent Law
                                            Rich Goldstein is registered U.S. patent attorney. He founded his IP boutique firm, Goldstein Patent Law, nearly two decades ago. His firm specializes in patent prosecution and represents small business, start-ups, and inventors in their quest…

                                              Product Launch Expert in Strategy, Design & Development

                                              Tracy Hazzard
                                              China Sourcing | Mass Market Retail | Product Design | Strategic Planning
                                              Tracy Hazzard, Inc. Columnist and CEO of Hazz Design has co-designed and developed 250+ products generating almost $2 Billion in revenue for her retail clients. Tracy has had products in all major e-commerce and mass-market retailers; office superstores; electronics boutiques; and wholesale clubs, including the best-selling mesh office chair at Costco.

                                                Strategic Design & Development, Rapid Prototyping Expert

                                                Tom Hazzard
                                                Creative Direction | Development Engineering | IP/Patent Law | Product Design
                                                An inventor with 37 patents and an unprecedented 86% success rate for consumer product designs, Tom Hazzard has been rethinking brand innovation to design in success for over 25 years. Tom’s patented innovations provide entrepreneurs and businesses of all sizes a system to spread their brand, grow valuable consumers, and diversify into higher converting revenue streams without a lot of time, cost or effort.

                                                  PRODUCE IT

                                                  Now we get to six, which is also our fun one. We’re going to Produce It. We’re making it. There’s a lot to that. There’s manufacturing, there’s packaging, there’s QC, there’s QA, there’s shipping, there’s MOQ to deal with, which is minimum order quantities, there’s quality, there’s customer service. You’ve got to shift your selling store up, you’ve got to get your Amazon listings – there’s a whole ton of stuff you got to do at this stage but it all starts with being ready to kick the PO off. That’s where I sit back and say if you’re not ready at the end of the Protect It to put your money down on it, if you’re not ready to pay 50% down or a third down or whatever you’re able to negotiate on it, if you’re not ready at that stage, you are not ready to be starting this production stage. Hold off. Check your timing. Make sure it’s right. Don’t wait too long though if you’re trying to hit a holiday season or you’re trying to get orders in before Chinese New Year. Make sure you’ve got everything in. All of a sudden, you’re going to need all this stuff. You’re going to need a QC document, you’re going to need a quality control specification. You’re going to need all of these things. You’ve got to make sure all of that is in line and your package is ready or technical specifications are ready, you have all the information you need to issue a purchase order. It’s a great time for you to go dial that in.

                                                  In the resource library we share with you our critical factors document, our specifications documents, use them. They’re not right for every product. There’s lots of stuff you could skip there. There might be stuff you need to add. Especially if you have electrical products. If you have batteries, if you have circuit boards, if you have any of those things, you should add a whole section of all kinds of testing and other things. This is the time to do testing, to do actual UL listing if that’s what’s required, but actually physically test your product for point of destruction like when it falls apart. Use testing, whatever it might be. Cycle testing. Abrasion for fabric. It can also be just testing to make sure that the product actually does what you ask that it would do or that you specified it would do. You talked about quality things and it’s very true. Especially if you’re doing something that does use batteries or involves electrical engineering in any way. Just because you provide requirements and you detail them outright, you set the expectations up with the manufacturer from the get-go for what you expect and need this product to do and be, then the manufacturer makes it, but how do you know that they did it right?

                                                  Produce It Right Things

                                                  Produce It Right Resources

                                                  eCommerce Implementation Expert

                                                  Abby Duffield
                                                  Amazon | Compliance | Law Ecommerce | Logistics
                                                  Abby is the eComm Implementation Manager at Shapiro, a Freight Forwarder and Broker that has been around for more than 100 years. We are a preferred logistics provider of Amazon’s FBA program, but handle all sorts of e-commerce. She is happy to help clients learn all the ins and outs of the International Shipping industry on…

                                                    Marketing & Business Development Manager at Genimex

                                                    Anna Pappas
                                                    Advertising/Marketing | Business Development | China Sourcing | Manufacturing
                                                    A creatively savvy, global marketer with 8 years of experience in consumer and brand marketing, licensing, product/packaging development and partner management. Strategic thinker with extensive client-facing experience in ideating and executing partnership plans to drive brand awareness and increase revenue.

                                                      Patent, Trademark & Copyright IP Expert

                                                      PLH 24 | Product Quality
                                                      David Chitayat
                                                      China Sourcing | Development Engineering | Manufacturing | Product Design
                                                      CEO

                                                        Design For Manufacturing Expert

                                                        Dennis Shaver
                                                        Manufacturing
                                                        Dennis G Shaver is an American Product Development Entrepreneur, Amazon International Best-Selling Author, Coach, Trainer, Speaker and a former Fortune 500 leader. Dennis specializes in turnkey product development and empowering entrepreneurial leadership in corporations, education, established businesses, startups and aspiring entrepreneurs.

                                                          Logistics, Distribution & Freight Forwarding Expert

                                                          Jimmy Tran
                                                          Logistics | Distribution

                                                            Logistics & Sales Revenue-Generating Operations Expert

                                                            Paul D’Souza
                                                            Advertising / Marketing | LogisticsSales | Strategic Planning
                                                            Paul helps business leaders increase sales. His primary offer is Chief Revenue Officer as a…

                                                              Product Launch Expert in Strategy, Design & Development

                                                              Tracy Hazzard
                                                              China Sourcing | Mass Market Retail | Product Design | Strategic Planning
                                                              Tracy Hazzard, Inc. Columnist and CEO of Hazz Design has co-designed and developed 250+ products generating almost $2 Billion in revenue for her retail clients. Tracy has had products in all major e-commerce and mass-market retailers; office superstores; electronics boutiques; and wholesale clubs, including the best-selling mesh office chair at Costco.

                                                                Strategic Design & Development, Rapid Prototyping Expert

                                                                Tom Hazzard
                                                                Creative Direction | Development Engineering | IP/Patent Law | Product Design
                                                                An inventor with 37 patents and an unprecedented 86% success rate for consumer product designs, Tom Hazzard has been rethinking brand innovation to design in success for over 25 years. Tom’s patented innovations provide entrepreneurs and businesses of all sizes a system to spread their brand, grow valuable consumers, and diversify into higher converting revenue streams without a lot of time, cost or effort.

                                                                  PROMOTE IT

                                                                  Here’s the one that has bought the cost explosion and if you’ve done everything right up to this point, you could still go wrong if you didn’t plan this part as well, and that’s Promote It. That’s number seven. This whole cycle is a whole promotional plan process. It has to go right in line with that Plan It cycle that you were doing at step number three that you have to have your promotional plan and you have to have a team on it. This is where we see people go so wrong. You are caught up in doing everything and wearing all the hats. You’re doing all of it. You’re doing the production, you’re doing the prototype, you’re doing all of these things yourselves. When you don’t have a resource team, the thing that falls off is perhaps the promotion. With Amazon sellers, it’s all promotions and the product start to fall off. It’s one or the other. There’s always seems to be a balanced tip.

                                                                  This is where I want you to think about hiring into your weakness. This is where you find yourself a resource who is going to balance that out and take it so that you can spend the time on the thing that you’re expert at and if you’re an expert at promoting is going to make a huge difference in the product. Just make sure your product isn’t junk when you get it so put somebody in who can help you with that. Spend some money there on a resource who knows what they’re doing. It’s worth it. If you don’t know how to promote it, if that’s not your thing and you’re all about the product, great, good for you, but get somebody in to make sure that promotional plan is sound. Make sure you are going to hit the ground running and you’re going to maximize your promotion opportunity from the moment it hits the shelf or the warehouse shelf and that you are going to maximize your opportunity for sales because it’s seasonal for so many companies.

                                                                  Promote It Right Things

                                                                  Promote It Right Resources

                                                                  Amazon Expert - Product Partner or DIY Training

                                                                  Brenda Crimi
                                                                  Amazon | Ecommerce | Online Selling
                                                                  Brenda Crimi’s entrepreneur career spans over 20 years, during which time she’s operated several successful businesses, to include owning and operating a national franchise, consulting on systemizing small businesses, and inventing and bringing to market an award winning organizing product.

                                                                    eCommerce Launch Research & Planning Expert

                                                                    Caleb Allen
                                                                    Advertising/Marketing | Amazon | Ecommerce | Online Selling
                                                                    I am a product launch innovator.

                                                                      Amazon Listing Management Expert

                                                                      Jenna Lieber
                                                                      Amazon | Ecommerce | Retail Sales | Sales
                                                                      TurnKey Product Management is a full-service consulting agency that is here to help companies like yours grow your sales on Amazon. We currently sell over $1,000,000 per month on Amazon. We pride ourselves on making sure that our clients are set up for long term success on Amazon.

                                                                        Amazon Product Management Expert

                                                                        Jeff Lieber
                                                                        Amazon | Ecommerce | Retail Sales | Sales
                                                                        I’m Jeff Lieber, founder of TurnKey Product Management. I am from San Diego and attended Cal Poly San Luis Obispo for college. After graduation, I moved to San Francisco to work for a healthcare auditing company, where I worked for over 4 years. Towards the end of my time at that company, I wanted to start my own…

                                                                          Retail Sales & Buyer Connection Expert

                                                                          Joseph Tarnowski
                                                                          Content Strategy | Mass Market Retail | Retail Sales | Sales

                                                                            Market Research Expert

                                                                            Laura Hazzard
                                                                            Advertising | Marketing | Creative Direction | Strategic Planning
                                                                            It’s not about you or me, it’s about the consumer // their needs // their wants // their core values. That is what drives and maintains loyalty. I live in the world of // who? // where? // when? // how? // and most importantly, WHY? If you don’t understand how your customer thinks, they won’t stick around.

                                                                              Direct–to–Consumer & Video Marketing Expert

                                                                              Rick Cesari
                                                                              Advertising | Marketing | Strategic Planning
                                                                              Rick followed his passion for nutrition, building his first business Trillium Health Products to over $75 million in sales in only 4 years and creating both The Juiceman and Breadman brands. While still in his early 30’s he founded Cesari Response Television, Inc. as a marketing agency to help other companies use direct response video marketing to build their brands, increase sales and grow their businesses.

                                                                                Big Box Retail Sales Expert & On The Shelf Podcast Host

                                                                                Timothy Bush
                                                                                Business Development | Mass Market Retail | Retail Sales | Sales
                                                                                Timothy Bush is currently the Owner of TLB Consulting, a company which has specialized in connecting companies and their products with Costco and other large retail chains since 2009. Mr. Bush’s first hand knowledge of Costco makes his company a destination for individuals and companies looking to understand this large retailer.

                                                                                  Strategic Design & Development, Rapid Prototyping Expert

                                                                                  Tom Hazzard
                                                                                  Creative Direction | Development Engineering | IP/Patent Law | Product Design
                                                                                  An inventor with 37 patents and an unprecedented 86% success rate for consumer product designs, Tom Hazzard has been rethinking brand innovation to design in success for over 25 years. Tom’s patented innovations provide entrepreneurs and businesses of all sizes a system to spread their brand, grow valuable consumers, and diversify into higher converting revenue streams without a lot of time, cost or effort.

                                                                                    Product Launch Expert in Strategy, Design & Development

                                                                                    Tracy Hazzard
                                                                                    China Sourcing | Mass Market Retail | Product Design | Strategic Planning
                                                                                    Tracy Hazzard, Inc. Columnist and CEO of Hazz Design has co-designed and developed 250+ products generating almost $2 Billion in revenue for her retail clients. Tracy has had products in all major e-commerce and mass-market retailers; office superstores; electronics boutiques; and wholesale clubs, including the best-selling mesh office chair at Costco.

                                                                                      President & Co-founder

                                                                                      Will Ford
                                                                                      Advertising / Marketing | Business Development | Creative Direction | Digital Strategy
                                                                                      LaunchBoom is the most effective product launch system and full service marketing agency that manages the entire crowdfunding process from start to finish. We partner with companies looking to launch new innovative products on Indiegogo and Kickstarter and we always deliver successful campaigns.