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

10.
Old
School
Lessons

11.
Tracy & Tom Hazzard

12.
IP & Entrepreneurship – 26 Intl. MBA Programs

13.
250+ Products
$2 Billion in Sales

14.
WANT THE PROFIT FORMULA?

15.
Out-Design. Out-Source. Out-Profit!
ASSET BUILDING FORMULA
OUT-DESIGN +
OUT-SOURCE
= OUT-PROFIT!

16.
Seed & Self Fund
Series A• Inception • Product/Market Fit
• Scalable Growth
Source: NextView on Capital
2014 - PRESENT

17.
SHOW ME
PROOF!

18.
Out-Design. Out-Source. Out-Profit!
OUT-DESIGN
ME-ONLY Territory
Research Fit OFF-LINE
What WOMEN Want
DESIGN OUT Costs
1st

19.
GOOD DESIGN
…is Right Fit
…is Intentional
…is Cost Effective
…is VALUABLE!

20.
Design
IS NOT
OPTIONAL
NICE TO HAVE
CREATIVE

21.
Design is ESSENTIAL
to sales success.

22.
CONSUMERS MARKET
26

23.
ME-TOO. ME-SPECIAL. ME-ONLY!

24.
Research: MARKET + PRODUCT FIT
Reachable Market
Quantifiable Data
Shows Competition
Me-Too MIN
Me-Only MAX

25.
WRONG WAY
TO RESEARCH!

26.
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

27.
COMPETITIVE PRODUCT RESEARCH

28.
FIND OUT WHAT WOMEN WANT
86% of retail
purchases bought or
influenced by women

29.
GO HEAD-to-HEAD
Locally Grown
Organic Lettuce
$2.99
Aquaponic
Lettuce
$1.99
Grown with 50%
Less Water

30.
LOW COST RAPID SAMPLING

31.
MARKET PROOF: 3D PRINTING

32.
Don’t
Kickstart!
INSIDER TIP FOR BIG BRAND VALUE!

33.
WHICH
FUNDED?

34.
Out-Design. Out-Source. Out-Profit!
+ OUT-SOURCE
Go Direct IN-PERSONAL
REDUCE Risk
Design OUT COST
& Complexity
OUT-DESIGN

35.
BUILD IN-PERSON RELATIONS

36.
DUE DILIGENCE BOM LEVERAGE
VOLUME MISMATCH QC/QA/TESTING
NO RELATIONSHIP

37.
COMPLIANCE
IS NOT
OPTIONAL!
INSIDER TIP FOR BIG BRAND VALUE!

38.
RISING COSTS PER SKU

39.
Out-Design. Out-Source. Out-Profit!
= OUT-PROFIT!
OUT-SOURCE
COMPETITIVE Proof
Designed to LAST
Built for PROFIT
SOLD for Higher Valuation
OUT-DESIGN+

40.
CONSTANT PRESSURE

41.
USE PATENTS &
TRADEMARKS
FOR OFFENSE
INSIDER TIP FOR BIG BRAND VALUE!

42.
HOW WE BULLET PROOF IP
o Intentional Invention
o Provisional Patent First
o Hit Competitive Gaps
o Patent Fortress

43.
DESIGNED TO OUT-LAST
BUILT FOR PROFIT

44.
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!

45.
SHOW ME
THE $$$!

46.
I hear it all the time…
It will cost too much.
It will take too long.
I can do it myself.

47.
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

48.
TOO MANY NICHES

49.
TOO MUCH INVENTORY!

50.
OVER-PATENTING

51.
TOO MANY
SECRETS

52.
ME-TOO

53.
DON’T SHOP… CORE SOURCE!

54.
WARNING! OVERSTOCK COSTS

55.
COST-BASIS PRICING

56.
TIME
WASTERS

57.
Out-Design. Out-Source. Out-Profit!
ASSET BUILDING FORMULA
OUT-DESIGN +
OUT-SOURCE
= OUT-PROFIT!

58.
DESIGNED TO SELL FOR MORE!

59.
CONNECT:
BOOK: meetwithtracy.com
TRACY HAZZARD