The Power of Product Development: Keeping African Products Relevant in the Global Market

Product development is an exciting and integral aspect of keeping your vintage African products relevant in today's global market. As you look to expand your business from local to international markets, it becomes even more crucial to diversify and stay ahead of the curve. Luckily, developing unique and innovative products can help you achieve just that. What is Product Development?

Product Plan defines product development as “the process of creating a product from idea to end-user and beyond”. This includes bringing aged products into a new product or designing them with a new function in mind. Sometimes, it involves revitalizing an old product.

Let’s Start Creating Something

Now that we've discussed what product development entails, let's equip you with the tools to start today.

1. Idea Generation or Ideation

Idea generation can come in many forms. For example, customers might indicate that a specific product needs an upgrade or a new feature, such as a color change or a technical improvement. This is when you and your team brainstorm to meet a specific need. Sometimes, customer feedback can lead to the creation of an entirely new product. You might also want to create a specific product for a particular time period or cause, perhaps in partnership with a non-profit organization. Take your time with this stage and conduct some market research—this could involve exploring Pinterest for design trends, using Google Trends, or conducting a customer survey to gather feedback.

Using SCAMPER Method as described by Shopify

• Substitute: Consider the materials you use. Are they hard to source? Is there a local, inexpensive material you could use instead? For instance, switching from sisal to banana fiber or recycled plastic might be beneficial.
• Combine: Think about mixing materials, such as beads, fabric, or leather, with what you have. You might also want to experiment with different methods.
• Adapt: Look at other crafts for inspiration. How do potters, woodworkers, or fashion designers innovate? Adapt their techniques or design elements to fit your basket weaving.
• Modify: Consider changing the size or shape of your products, which could lead to new product lines. For example, large sculptures could be minified to create delicate, decorative pieces.
• Put to Other Use: Think outside the box. Can you create a chair or lampshades using your weaving technique?
• Eliminate: Remove any elements that aren’t necessary. This can help reduce shipping costs or give your product a sleek, premium finish.
• Reverse/Rearrange: Flip your process or design elements. For example, what if you start weaving a basket from the top down? Or reverse your color schemes, using darker colors for the base and lighter ones for the rim? Reversing your usual methods can spark innovative designs that stand out in the market.

2. Idea Screening or Concept Development

This is when your idea starts to become tangible. Present the idea to your audience, perhaps through social media, and get them to pick the design or prototype they would most likely want to use. Engaging your audience in this way not only validates your ideas but also builds anticipation for your new products.

3. Prototype Development

Once you've selected an idea, the next step is to create a prototype. This is a preliminary version of your product, allowing you to visualize and test your concept. Given that you might be time-strapped and financially bootstrapped, keep the prototype simple and cost-effective.

Steps for Developing a Prototype:

• Sketch Your Idea: Start with a basic sketch of your product. This doesn't have to be perfect, just enough to give you a clear direction.
• Choose Materials: Select the materials you will use, considering both availability in your region and cost.
• Construct the Prototype: Use your skills and resources to build the prototype. Don’t worry if it’s not perfect; the goal is to create a working model.
• Test and Refine: Use the prototype to identify any issues or areas for improvement. Make necessary adjustments to enhance functionality and aesthetics.

4. Market Testing

Before going into full production, it's essential to test your product in the market. This can help you gather valuable feedback and make any final adjustments.

Methods for Market Testing:

• Soft Launch: Introduce your product to a small segment of your market. This could be through a limited edition or at a fair.
• Customer Feedback: Encourage early buyers to provide feedback. This could be through surveys, reviews, or through conversation.
• Social Media: Use your social media platforms to showcase the prototype and gather opinions. Consider using polls or interactive posts to engage your audience.

5. Final Product Development and Launch

After refining your prototype based on market feedback, you’re ready for the final development and launch.

Steps for Final Product Development:

• Finalize Design: Incorporate all feedback and make the necessary adjustments to finalize your product design.
• Source Materials: Ensure you have a reliable source for the materials needed for production.
• Plan Production: Depending on your scale, plan for either handcrafting each piece or working with a local artisan or small manufacturing unit.

Launching Your Product:

• Create a Buzz: Build anticipation through social media teasers, email newsletters or WhatsApp Boraodcasts.
• Set a Launch Date: Choose a date that allows enough time for production and marketing.
• Launch Pricing: Consider providing a unique pricing offering for the launch of the product. 

6. Post-Launch Review

After launching your product, it’s crucial to review its performance and gather post-launch feedback.

Review Steps:

• Sales Analysis: Track your sales data to understand how well your product is performing.
• Customer Feedback: Continue to gather and analyze customer feedback. Look for common themes or suggestions for improvement.
• Iterate: Based on the feedback and sales data, consider making further adjustments or expanding your product line.

Conclusion

Product development is a continuous process that involves creativity, testing, and iteration. Even with limited resources, you can create innovative and appealing products that resonate with a global audience.