Feature
Issue No. 36 - August/September 2007
Innovation: the Zork experience
Inventions are often touted as useful, practical and well-made, but a good idea and smart design are only the first steps in getting a new product to market.
One recent invention that has made a successful entry into the market is the alternative wine closure Zork, invented by Adelaide entrepreneur Conor McKenna and developed by John Brooks. Combining the best features of cork and screw cap designs, the Zork closure has made significant inroads in Australia and overseas after entering the market in July 2004.
Dave Pahl, VP Sales and Marketing for Zork, offers practical advice for other businesses that want to market a new invention.
“First and foremost, there has to be a need for your product. It’s imperative to do research and understand the dynamics of your intended market before you make a significant investment in your new invention,” Dave says.
“Ask pertinent questions about your market. For instance, is there a similar product available on the market now? What makes your invention different? What is the life of the product and in that time what is a realistic expectation on marketshare over its life? Are the customers in your market conservative, or willing to try something new?
“Also, take a step back from your product. Sometimes inventors have the idea no one will want to live without their new whiz-bang gizmo once it hits the store shelves. The same inventors often underestimate the power of buyer resistance, where the very customer you seek needs a substantial reason to try your product. Put bluntly: society has functioned without your invention so far, so what are you going to add to the mix?
“Give your potential customers a compelling reason to use your product or ‘adopt’ your invention. It’s equally important to back up your product claims with professional presentation of your research and product development data, statistics, endorsements, customer testimonials, and other integrity-...
