Learnings from the Maker to Manufacturer to Market initiative

Based on the experiences of the 2005, 2006 and 2007 MMM grant recipients, the following advice is essential for designers considering undertaking product development.

Makers

When developing a new product, the designer should approach a manufacturer early in the development process to discuss any potential issues they will face in fabricating the object. The feedback may at first be tough, but recognising the issues from the start will save time and resources.

Making contact with local manufacturers will let the designer know whether there is a local manufacturing capacity or if they will need to look offshore.

Protect your IP

It is imperative that product designers have an understanding of issues surrounding intellectual property (IP). Limited budgets often make it difficult to properly monitor or protect potential abuse of IP. Designers must make sure, when shopping a product prototype around to potential investors and manufacturers, that they insist that potential partners sign a non-disclosure agreement. Investing in these kinds of common legal documents could save a great deal of pain and anxiety later.

For a better understanding of how copyright works in Australia, visit the Australian Copyright Council.

Another reliable source of legal information and contracts is the Arts Law Centre of Australia.

The National Association of Visual Artists is an excellent source of professional advice for artists.

It is harder for Australian designers to monitor the illegal copying of design work in the international market. Working with an agent who regularly visits the international markets will assist in minimising the risk of having products copied as the agent will be monitoring the products in Europe far more regularly.

Understand market trends

Consider growing trends in the marketplace when developing a new product. For example, environmental sustainability is an important mainstream issue. Therefore, incorporating a smart sustainable aspect to the design could contribute to how lucrative the product will be.

An excellent description of how to incorporate sustainability principles into design outcomes is tabled at the British Design Council.

If prototyping involves the creation of a new innovative product, the research and development (R&D) expenditure may be eligible for an R&D rebate from AusIndustry.

Manufacturing

The Australian manufacturing industry is small. However, there are several companies looking to distinguish their machining and tooling capacities through innovative design.

Adelaide-based Street and Park Furniture is a good example of a small company that teamed up with an independent object designer (MMM grant recipient Greg Healey) to launch a new range of products. Company Director, Cameron Johnston realised cutting-edge design, not price, was the only way to distinguish his product in the marketplace.

AusIndustry can provide financial assistance in the early commercialisation stages of new product. To initiate the prototyping stage with a manufacturer consider applying for a COMET or Commercial Ready Grant.

The Australian Chamber of Commerce & Industry is a good online source for information about manufacturers.

For designers who currently have a prototype and require a quote from a manufacturer, visit ManufactureLink.

Market

Designers must do adequate market research before undertaking a project. They should always start a project by analysing market demand for the prospective piece. This includes comparing the price point envisaged for the product with the retail price of comparable products.

Build a coherent brand

Designers must ensure that the product has a coherent brand message and identity. This will make it easier to take to market, especially the international market, which often seeks delineation from globalised norms.

Designers should not limit themselves to the major established Australian or European design manufacturers as a potential home for designs. Instead, they should look at working with companies that can best realise the design and develop a brand name in the marketplace using smart marketing strategies.

Do not assume the local market is too small to be profitable. The Australian market is design-savvy and substantial enough to be a strong and lucrative launching pad to the rest of the world.

The design sector’s marketing machinery is very sophisticated in Australia. Engage with people from the marketing sector to assist in the development of a brand identity around your design practice and individual products.