Concept Validation – How do I know if my product idea is a good one? - Sam Borgfeldt - The Beverage & Food Gurus

Presented by Sam Borgfeldt -  The Beverage & Food Gurus

To have a successful business you need to have products that deliver on commercial and consumer requirements, but the challenge is knowing this early in the NPD process, before you have invested too much time and money. In this presentation, I will cover techniques and tools that will allow you to evaluate the quality of your product idea and compare with other ideas based on 3 pillars:

Desirability – confirming that your product is attractive to a significant group of consumers and they will in fact buy it

Feasibility - validating that your product can be made commercially and to the quality you require

Viability – checking that your product and business can be produced and sold in a way that has longevity and makes for a sustainable business

The goal of concept validation is not to make your product a guaranteed success, as this is not possible, but when done well, concept validation will give you an idea on the likelihood of success and will highlight areas of your product idea which may need refining and strengthening.

Sam graduated from Massey University with a Bachelors degree in Food Science in 2001. Since then, Sam has worked in a variety of R&D roles across product development, process engineering, project management and packaging. He has also worked in a range of countries including NZ, France, Spain and the UK and has seen businesses in a range of sizes and FMCG categories. Sam is passionate about sharing his technical expertise to unlock value for people and businesses who have great ideas and big ambitions.