A Philosophical Approach to New Product Development in a Small - PowerPoint PPT Presentation

A Philosophical Approach to New Product Development in a Small Company (Or stuff that I tell people, even if they don’t ask) Presented by : Dan Howell Director of R&D March 2018

Brief History of Me 2 4/2/2018

We are Translators and Brokers Procurement Procurement Marketing Marketing Production Production Product Product Development Development Sales Sales FSQ FSQ 3 4/2/2018

Mental Map of Product Development Gatekeeper Gatekeeper Expectations Expectations Standards Standards Emotional Emotional Need for Need for Product Product Resonance Resonance Understanding Understanding One Step One Step Simplicity Simplicity PFG PFG 4 4/2/2018

Set Standards – Fundamentals Brand Next- Brand Next- Safety first, always Safety first, always Ingredient and Style Ingredient and Style Practicality- Can we Practicality- Can we without without make it make it • Don’t sell burritos at the • Don’t sell burritos at the compromise compromise Italian Place Italian Place 5 4/2/2018

Understand and Meet Expectations The Vinegar Tasters  The developers personal preferences should not set the standard for the product  Nobody minds getting kicked at a shin kicking contest 6 4/2/2018

Look for “Emotional Resonance” 7 4/2/2018

Look for “Emotional Resonance” • David Chang “The Unified Theory of Deliciousness” Wired Magazine, July 2016 • Taste Everything • Identify the Universals 8 4/2/2018

Know your Gatekeepers • Success = getting a product placed • Figure out who controls the decision and make what they like 9 4/2/2018

The “PFG” Circle is Big PFG PFG? or testing is for the Rich and Slow 10 4/2/2018

Simple is Always Better • Look for ways to simplify o Process o Ingredients o Etc… 11 4/2/2018

One Step Away  Consumers really like to be comfortable  You can only take them one step outside of their comfort zone 12 4/2/2018

Don’t Let Understanding Get in the Way of Success  “A good use of negative space”  Know who to call 13 4/2/2018

The Magic of Thoughtfulness How we make Purple out of Red and Blue – = + 14 4/2/2018

Mental Map of Product Development Gatekeeper Gatekeeper Expectations Expectations Standards Standards Emotional Emotional Need for Need for Product Product Resonance Resonance Understanding Understanding One Step One Step Simplicity Simplicity Pretty F***ing Pretty F***ing Good Good 15 4/2/2018

Questions? Dan Howell Director of R&D La Terra Fina dhowell@laterrafina.com (510) 404 - 5870 16 4/2/2018