Asset Building Success By Design: Product Launching Your Way From Private Label To Big Brand In the consumer retail market where 7 out of 10 consumer product launches fail and less than 2% of inventors ever make any money, the odds are stacked against you. But with some Product Launch Hazzard protection tips and Success By Design tactics, you can reduce risk and defy the odds as you go from Product Idea to Big Brand to Sold. In this session, you’ll learn how to: • Increase Product Margins & Profitability • Speed Up Time to Market • Build Assets & Big Brand Valuation • Source Safer & Smarter • Become Troll & Competitive-Proof Perfect For: - Growing Private Label Sellers looking to rev up their product sales and revenue into a 9-figure business - Big Brand Builders looking to get acquired or licensed - Wholesalers considering diversification into a Private Label model - Sellers who have flat-lined or are being trolled by competitors - Those with on-the-shelf aspirations This is not for those considering selling for the first time or selling for passive income. These are advanced techniques assuming a basic understanding of the sourcing and selling process and an interest in building a big brand.

1. OUT-DESIGN. OUT-SOURCE. OUT-PROFIT!
ASSET BUILDING
PRODUCT DESIGN
with TRACY HAZZARD
Product & Brand Strategist

2. ASSET-BUILDING VALUE
…is Original
…is Long Lasting
…is Priced for Profit
…is Competitive Proof

3. True or False?
The Best
Brand Wins
True or False?
The Best
Product Wins

4. Too Many Product Failures

5. BIG BRANDS FAIL…

6. ...they have a SECRET FORMULA!

7. Why Do So Many Fail?

8. 12%
28%
26%
16%
18%
Wrong
Plan
Lack of
Capital
Wrong
Market
Wrong
Product
Wrong Team
FAILURE TO LAUNCH
2016 Compilation of HBR,
Forbes, Inc. & Entrepreneur
54%

9. CASE STUDY: STRIPED SHIRT
LAURA BECK
Striped Shirt

12. Old
School
Lessons

13. Tracy & Tom Hazzard

15. IP & Entrepreneurship – 26 Intl. MBA Programs

16. 250+ Products
$2 Billion in Sales

18. WANT THE PROFIT FORMULA?

19. Out-Design. Out-Source. Out-Profit!
ASSET BUILDING FORMULA
OUT-DESIGN +
OUT-SOURCE
= OUT-PROFIT!

20. Seed & Self Fund
Series A• Inception • Product/Market Fit
• Scalable Growth
Source: NextView on Capital
2014 - PRESENT

21. SHOW ME
PROOF!

22. Out-Design. Out-Source. Out-Profit!
OUT-DESIGN
ME-ONLY Territory
Research Fit OFF-LINE
What WOMEN Want
DESIGN OUT Costs
1st

23. GOOD DESIGN
…is Right Fit
…is Intentional
…is Cost Effective
…is VALUABLE!

24. Design
IS NOT
OPTIONAL
NICE TO HAVE
CREATIVE

25. Design is ESSENTIAL
to sales success.

26. CONSUMERS MARKET
26

27. ME-TOO. ME-SPECIAL. ME-ONLY!

28. Research: MARKET + PRODUCT FIT
Reachable Market
Quantifiable Data
Shows Competition
Me-Too MIN
Me-Only MAX

29. WRONG WAY
TO RESEARCH!

30. Out-Design. Out-Source. Out-Profit!
GOOD MARKET RESEARCH
Survey-Style Feedback
• Apps: Field Agent or Mobile
Market Research
• Freelance research moderators
Focus Groups
• Quantitative & Qualitative
• DIY: Non-Profits & Meet-ups

31. COMPETITIVE PRODUCT RESEARCH

32. FIND OUT WHAT WOMEN WANT
86% of retail
purchases bought or
influenced by women

33. GO HEAD-to-HEAD
Locally Grown
Organic Lettuce
$2.99
Aquaponic
Lettuce
$1.99
Grown with 50%
Less Water

34. LOW COST RAPID SAMPLING

35. MARKET PROOF: 3D PRINTING

36. Don’t
Kickstart!
INSIDER TIP FOR BIG BRAND VALUE!

37. WHICH
FUNDED?

38. Out-Design. Out-Source. Out-Profit!
+ OUT-SOURCE
Go Direct IN-PERSONAL
REDUCE Risk
Design OUT COST
& Complexity
OUT-DESIGN

39. BUILD IN-PERSON RELATIONS

40. DUE DILIGENCE BOM LEVERAGE
VOLUME MISMATCH QC/QA/TESTING
NO RELATIONSHIP

41. COMPLIANCE
IS NOT
OPTIONAL!
INSIDER TIP FOR BIG BRAND VALUE!

43. RISING COSTS PER SKU

44. Out-Design. Out-Source. Out-Profit!
= OUT-PROFIT!
OUT-SOURCE
COMPETITIVE Proof
Designed to LAST
Built for PROFIT
SOLD for Higher Valuation
OUT-DESIGN+

45. CONSTANT PRESSURE

46. USE PATENTS &
TRADEMARKS
FOR OFFENSE
INSIDER TIP FOR BIG BRAND VALUE!

47. HOW WE BULLET PROOF IP
o Intentional Invention
o Provisional Patent First
o Hit Competitive Gaps
o Patent Fortress

48. DESIGNED TO OUT-LAST
BUILT FOR PROFIT

49. 12%
28%
26%
16%
18%
Wrong
Plan
Lack of
Capital
Wrong
Market
Wrong
Product
Wrong Team
PRODUCT-MARKET FIT =
2016 Compilation of HBR,
Forbes, Inc. & Entrepreneur
BETTER
ODDS!

50. SHOW ME
THE $$$!

51. I hear it all the time…
It will cost too much.
It will take too long.
I can do it myself.

53. Out-Design. Out-Source. Out-Profit!
BIGGEST PRODUCT
LAUNCH ‘HAZARDS’
Too Many Niches
Over-Patenting
Being Me-Too
Carrying Too Long
Time Wasters
Too Much Inventory
Staying Secretive
Not a Core Source
Cost-Basis Priced
Out of Compliance
10

54. TOO MANY NICHES

55. TOO MUCH INVENTORY!

56. OVER-PATENTING

57. TOO MANY
SECRETS

58. ME-TOO

59. DON’T SHOP… CORE SOURCE!

60. WARNING! OVERSTOCK COSTS

61. COST-BASIS PRICING

62. TIME
WASTERS

64. Out-Design. Out-Source. Out-Profit!
ASSET BUILDING FORMULA
OUT-DESIGN +
OUT-SOURCE
= OUT-PROFIT!

65. DESIGNED TO SELL FOR MORE!

66. CONNECT:
BOOK: meetwithtracy.com
TRACY HAZZARD