I thought it would be fun to document my struggles and progress with developing and marketing a new product for the STEM crowd. My background is heavy in science and technology and very, very light in marketing and eCommerce. This is a brand new product and not a re-branding of an existing imported product. I'm not going to drown anyone in technical details, but I'm not going to leave them out, either. It might be useful for other members to get an insight into the challenges and dead ends. I've never done this before.
My target market consists of parents who want to buy STEM kits for their kids and teachers who want to buy STEM kits for their classes. I'm specifically targeting robotics vs. chemistry, physics, mechanical engineering, and so forth. I feel I have a way to add value existing products in this space do not. My first task is to examine all products in this space and to establish the feasibility of building what I have in mind.
So, this past week -
I knew nothing about eCommerce so I bought and read the books "Ecommerce: Amazon FBA - Step by Step Guide on How to Make Money Selling on Amazon | Shopify: Step by Step Guide on How to Make Money Selling on Shopify" and "Selling on Amazon: Unlocking the Secrets to Successfully Generate a Long-Term Passive Income Business by Selling on Amazon". I felt both were extremely mediocre and would not recommend either, but since I knew nothing at all about selling online I did learn some useful stuff regarding FBA, the Amazon fee schedule, and Shopify.
I researched and documented every STEM and robotics kit I could find on every online retailer. I also read all of the reviews for every product. I created a spreadsheet listing the product, rating, sales rank (if available), and the major pros and cons and expressed in the reviews. Reading all of the reviews I realized a common theme - parents buy STEM kits to spend time with their kids, not teach them science. The positive learning experience is justification and the cherry on top, but the real focus is bonding with their children. In fact, products that attempted to teach too much were reviewed negatively. This is positive for me - adding complex features around programmability and customization would increase the support burden for my product. I was worried that keeping it somewhat simple would be a negative, but instead I think it could be a positive. I noticed the price point I'm targeting is fairly free of competition.
I shopped around locally and scraped together some things I would need to build a very rough mockup of the product. After playing with these materials I sketched out a rough product design and decided I might need some custom parts made.
Injection molding is, of course, expensive in the worst up-front and inelastic way possible. I studied ProtoLabs (Proto Labs: 3D printing, CNC machining, and injection molding services) and some of you might be interested in them. They create tooling/molds using aluminum (a process called soft tooling) vs hardened tool steel and this reduces both the up-front cost of the mold and the life of the mold. The up-front cost was still high, though, and the per-item cost was also high for my application.
I investigated some different options, but have come to the conclusion that my fabricated parts can be realized using die-cut 3mm acrylic sheets. This has the advantage of having both a low start-up and per-unit cost. I learned how a steel rule die tool is made and found several firms who do this sort of work.
Knowing I'm now designing for sheets and not an injection mold, I designed the parts I'll need using Autodesk Fusion 360 and I'm printing 3D models of them as I type this. Having 3D printed models should let me build and test my MVP entirely in-house without needed major design changes when I ramp up to create the first batch. Fusion 360 also does great photo renderings which may come in handy later for marketing stuff.
Since this product would be used largely by children 12 and under, I believe it falls under the Consumer Product Safety Improvement Act (CPSIA). This act, passed about 10 years ago, mandates that every manufacturer of a product that may largely be used by children issue a report asserting the product is safe. As part of the report drafting process, parts have to be tested by government-approved independent labs. Most of the concern is regarding lead and phthalates. There are small batch manufacturer exemptions and the testing and certification process doesn’t seem especially insurmountable.
This is a robot, so some roboty stuff was in order too. I designed the circuit I'll need for this application and chose the microcontroller I'll use - an AVR ATTiny85. They are cheap, capable, easy to program, and ubiquitous. I'll be controlling DC motors with this application, so I picked the h-bridge chips I'll be using as well as several options for motors. I have a handful of DC motors handy I'll build the MVP with. I started writing the firmware in C and have it ready for testing once the parts that are printing now finish.
So - in summary so far
What are good books and articles I should be reading?
What problems with my approach do you see? What am I not doing that you feel I should be doing and what am I doing that I should stop?
My target market consists of parents who want to buy STEM kits for their kids and teachers who want to buy STEM kits for their classes. I'm specifically targeting robotics vs. chemistry, physics, mechanical engineering, and so forth. I feel I have a way to add value existing products in this space do not. My first task is to examine all products in this space and to establish the feasibility of building what I have in mind.
So, this past week -
I knew nothing about eCommerce so I bought and read the books "Ecommerce: Amazon FBA - Step by Step Guide on How to Make Money Selling on Amazon | Shopify: Step by Step Guide on How to Make Money Selling on Shopify" and "Selling on Amazon: Unlocking the Secrets to Successfully Generate a Long-Term Passive Income Business by Selling on Amazon". I felt both were extremely mediocre and would not recommend either, but since I knew nothing at all about selling online I did learn some useful stuff regarding FBA, the Amazon fee schedule, and Shopify.
I researched and documented every STEM and robotics kit I could find on every online retailer. I also read all of the reviews for every product. I created a spreadsheet listing the product, rating, sales rank (if available), and the major pros and cons and expressed in the reviews. Reading all of the reviews I realized a common theme - parents buy STEM kits to spend time with their kids, not teach them science. The positive learning experience is justification and the cherry on top, but the real focus is bonding with their children. In fact, products that attempted to teach too much were reviewed negatively. This is positive for me - adding complex features around programmability and customization would increase the support burden for my product. I was worried that keeping it somewhat simple would be a negative, but instead I think it could be a positive. I noticed the price point I'm targeting is fairly free of competition.
I shopped around locally and scraped together some things I would need to build a very rough mockup of the product. After playing with these materials I sketched out a rough product design and decided I might need some custom parts made.
Injection molding is, of course, expensive in the worst up-front and inelastic way possible. I studied ProtoLabs (Proto Labs: 3D printing, CNC machining, and injection molding services) and some of you might be interested in them. They create tooling/molds using aluminum (a process called soft tooling) vs hardened tool steel and this reduces both the up-front cost of the mold and the life of the mold. The up-front cost was still high, though, and the per-item cost was also high for my application.
I investigated some different options, but have come to the conclusion that my fabricated parts can be realized using die-cut 3mm acrylic sheets. This has the advantage of having both a low start-up and per-unit cost. I learned how a steel rule die tool is made and found several firms who do this sort of work.
Knowing I'm now designing for sheets and not an injection mold, I designed the parts I'll need using Autodesk Fusion 360 and I'm printing 3D models of them as I type this. Having 3D printed models should let me build and test my MVP entirely in-house without needed major design changes when I ramp up to create the first batch. Fusion 360 also does great photo renderings which may come in handy later for marketing stuff.
Since this product would be used largely by children 12 and under, I believe it falls under the Consumer Product Safety Improvement Act (CPSIA). This act, passed about 10 years ago, mandates that every manufacturer of a product that may largely be used by children issue a report asserting the product is safe. As part of the report drafting process, parts have to be tested by government-approved independent labs. Most of the concern is regarding lead and phthalates. There are small batch manufacturer exemptions and the testing and certification process doesn’t seem especially insurmountable.
This is a robot, so some roboty stuff was in order too. I designed the circuit I'll need for this application and chose the microcontroller I'll use - an AVR ATTiny85. They are cheap, capable, easy to program, and ubiquitous. I'll be controlling DC motors with this application, so I picked the h-bridge chips I'll be using as well as several options for motors. I have a handful of DC motors handy I'll build the MVP with. I started writing the firmware in C and have it ready for testing once the parts that are printing now finish.
So - in summary so far
- The product idea appears to be novel and it seems reasonable that it would add value in ways the existing, similar products don't
- Cost-effective manufacturability seems strongly possible without requiring a huge upfront cost/risk
- My next steps are to complete an MVP for immediate, limited testing. That means neighborhood kids and their parents, probably. I may attempt to give one or two away for Christmas. If they like it…
- Then I’ll keep learning about eCommerce and marketing online and will create a landing/product page, will register the URL, launch a website, etc. The goal here is to gauge and collect interest in the form of pre-orders. I’ll then listen to the market and will decide if this is worth continuing to pursue.
- Because nobody will know this website and landing page exists, I will probably also launch some ad campaigns, but I don’t know how those work yet.
What are good books and articles I should be reading?
What problems with my approach do you see? What am I not doing that you feel I should be doing and what am I doing that I should stop?
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