危 wēi danger
John Osher is a serial entrepreneur. After successfully selling his Spin Pop invention, a lollipop with a battery-operated handle that twirled in the eater’s mouth, he wondered where else he might apply the technology. He hit on the idea of developing an affordable electric toothbrush. To succeed, the product had to cost only a few dollars more than a conventional toothbrush and had to have a long-lasting battery, to meet this target Osher set about designing up from 80 cents (while everybody else was trying to design down from $79). The finished design, the Spinbrush, was highly popular in early trials. However, with no marketing budget and a product that was so different to anything else on the market would consumers actually give the product a go?
机 jī opportunity
In the book Diffusion of Innovations (1962), Everett Rogers defines several intrinsic characteristics of innovations that influence an individual’s decision to adopt or reject.
1) relative advantage – how improved an innovation is over the alternatives (including any previous generations)
2) compatibility – how easily the innovation is assimilated into an individual’s life
3) complexity – how easy it is to use
4) trialability – how easily an innovation may be experimented with as it is being adopted
5) observability – how visible the innovation is to others
Osher’s experience had taught him that a great product alone wouldn’t guarantee adoption, he understood that trialability and observability were important too. Accordingly, he launched the SpinBrush at $4.99 – $5.99 in 1999 with a patented “Try Me” feature that allowed consumers to turn the brush on in-store, stimulating fast in-store trial. This low cost approach maximised ‘observability’, ‘trialability’ and demonstrated the low ‘complexity’ in the product thereby reducing the need for consumer advertising. The strategy worked and within its first year SpinBrush accounted for 10% of toothbrush sales in the US. Osher’s company was sold to P&G two years later for $475m and by 2002 the SpinBrush was the best-selling electric toothbrush in the US. With P&G’s marketing and distribution muscle the product’s annual sales grew to more than $200 million in less than twenty-four months.
how about…
- Designing for all of Rogers’ characteristics when launching new products and services – relative advantage, compatibility, complexity, trialability and observability ?
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