Definition: To test multiple marketing scenarios and select the most promising
for expansion.
Introducing a new product or service without first testing the
market is like jumping off a cliff into the sea,
blindfolded--unthinkable, life threatening, treacherous and
unnecessarily risky. Many new ideas and products are successful
because their creators identified an unmet need in the market and
verified the viability of that concept.
Your time and money are extremely valuable to you--you can't
afford to waste them by investing them in producing a product or
service that fails in the marketplace. The more you test your
product before you produce and sell it, the more likely you are to
earn the sales and profits that you desire. Just remember, every
dollar you spend in market testing will save you many dollars of
losses later on in the marketing process.
Through correct and vigorous market research, you'll uncover the
following vital information:
- Demand for a product or service in your market
- Sales figures within a market for a particular product or
service
- Who your customers are
- What those customers think about your product or service and
what they think about your competitors', so you can capitalize on
your strengths
- Where and how customers buy your product or service, so you can
establish the most effective distribution and marketing
channels
- How much customers are willing to pay, so you can figure out a
competitive price for them and realistic profits for you
- Who your direct and indirect competition is
- How to position your product or service so that you take
advantage of its unique selling proposition
- Which governmental regulations your product or service will be
subject to on a local, state, and federal level
- Which sales, advertising, display, and promotion method(s) are
most effective
Here's how to begin:
Develop a prototype, model or description of the product or
service that you can show to others. Most ideas for new
products or services don't work the first time. With a model or
prototype, you can photograph it or create a picture of some kind
and demonstrate it to a prospective buyer. It also allows you to
try it out for yourself to make sure it works. (Be sure to keep
accurate notes of your research; you may come up with an even
better idea later.)
Determine the price that you can sell the product for in the
current marketplace. Get accurate prices and delivery dates
from suppliers, especially if you're purchasing the product for
resale. Determine all the costs involved in bringing the product or
service to market: the costs of offices, equipment, shipping, loss,
breakage, insurance, transportation, salaries, etc. Include your
personal labor costs at your hourly rate as a cost of doing
business. Ask your friends and family if they'd buy this product at
the price you will have to charge.
Go to a potential customer with your sample or prototype and
ask if he would buy it. Be sure to call on the individual who
makes buying decisions. Then ask him how much he'd pay for this
product. If people criticize your new product idea, ask them why.
Ask how the product could be modified to make it more
attractive.
Compare your product with other products on the market.
Continually ask, "Why would someone switch and buy from me?"
Solicit the negative opinions of others. Don't fall in love with
your idea--be an optimistic pessimist by looking for the flaws in
your marketing plan.
Visit trade shows and exhibitions--they're a terrific place
to get immediate feedback on a new product. You can get into a
trade show by signing up as either a manufacturer or wholesale
buyer. Once you're in, find out what else is available that's
similar or that performs the same function as your product. Other
companies marketing similar products will have their products on
display--take a good, hard look at what they have to offer. Then
talk to product buyers--sophisticated buyers at the trade show can
tell you immediately whether or not your product will be
successful.
The only real test of a product is a market test, where you take
your new product or service to a customer who can buy it to see if
he likes it. As soon as you know your cost and price, make a sales
call on a potential buyer. (The ability to sell the product is more
important than any other skill--this will give you a chance to
sharpen yours.) Listen carefully to the comments and objections of
the buyer--their feedback is priceless.
Then once you've determined there's a large enough market for
your product--at the price you'll have to charge to make a
profit--immediately begin thinking of ways to improve both the
product and the marketing. Continually tweaking your plans--instead
of sticking only with your original ideas--will help ensure your
product's success.