Introduction to Stakeholder Needs and Marketability
In Design and Technology, creating a brilliant product is only half the battle. To be successful, a product must be viable. This means it has to actually work in the real world, people must want to buy it, and it must be possible to make a profit from it. This chapter focuses on the people involved (stakeholders) and whether the product has "sell-appeal" (marketability).
Don't worry if these terms sound like business jargon! At its heart, this is just about understanding who you are designing for and why they would choose your product over someone else's.
1. Who are the Stakeholders?
A stakeholder is anyone who has an interest in, or is affected by, the product you are designing. Many students make the mistake of thinking only about the person using the product, but there are actually two main groups:
The Primary User
This is the person (or group) who will physically use the product. For a toothbrush, it’s the person brushing their teeth. Their needs usually focus on usability, ergonomics (how it fits the hand), and functionality.
Wider Stakeholders
These are other people or groups who care about the product for different reasons. Examples include:
• The Buyer: Often the person buying the product isn't the one using it (e.g., a parent buying a toy for a child). They care about price and safety.
• The Manufacturer: They care about how easy and cheap it is to make the product.
• The Retailer (Shop Owner): They care about how the product looks on a shelf and if it will sell quickly.
• The Environment: In modern design, we consider the environment as a stakeholder. Is the product sustainable?
Key Takeaway: A successful design must balance the needs of the primary user with the requirements of wider stakeholders.
2. Meeting Stakeholder Needs
To make a product viable, you must investigate the social, cultural, and economic factors that influence these stakeholders. This helps you identify opportunities (things people want) and constraints (things that limit your design).
Common Stakeholder Requirements:
• Functionality: Does the product do the job it’s supposed to do?
• Aesthetics: Does it look attractive to the target market?
• Cost: Is it affordable for the intended buyer while still being commercially viable (profitable)?
• Ethics: Was it made fairly? Stakeholders today often look for "Fair Trade" or eco-friendly materials.
Example: If you are designing a high-end smartphone, the stakeholder (the user) might prioritize aesthetic attributes and brand status, whereas a stakeholder for a budget phone would prioritize durability and low cost.
3. Marketability: Will it Sell?
Marketability is a measure of how much people want to buy your product. A product might work perfectly, but if it has poor marketability, it will fail commercially.
Factors that Influence Marketability:
• Branding and Marketing: The "image" of the product. Does it look professional? Does it have a recognizable logo?
• Trends and Fashion: Does the product fit in with what is popular right now? Design styles change quickly, and a product that looks "old-fashioned" might lose its marketability.
• Niche Markets: Sometimes a product is designed for a very specific group (e.g., professional mountain climbers). This is a niche, and the marketability depends on meeting very specific technical needs.
Did you know? Designers often use anthropometric data (body measurements) to make sure a product fits the widest range of people possible. If a product is "inclusive" and easy for everyone to use, its marketability increases!
4. Cost and Availability
This is a major part of the "Viability" section of your course. The cost of materials and how easy they are to get (availability) directly affects whether a product can be sold at a realistic price.
The Balance of Cost:
If you use expensive, high-quality materials, your marketability might go up because the product feels "premium," but your commercial viability might go down because the price becomes too high for most stakeholders.
Consider these two scenarios:
1. Low Availability: If a material is hard to find, the price goes up, making the product more expensive for the stakeholder.
2. High Cost: If the cost of production is \( \text{£10} \) and the stakeholder is only willing to pay \( \text{£12} \), the profit margin is very slim. This makes the design risky.
Note: For more details on how to work out these specific numbers, see the chapters on "Calculating quantities and costs" and "Commercial viability."
Quick Review: Key Concepts
• Stakeholders: Anyone affected by the product (Users, Buyers, Manufacturers).
• Needs: What the stakeholders require (Safety, Ease of use, Low cost).
• Marketability: How attractive and "sellable" the product is to the target audience.
• Commercial Viability: Whether the product can be made and sold at a price that makes sense for the business.
• Constraints: Limitations like budget, material availability, or time.
Common Mistake to Avoid: Don't just focus on the person using the product in your exam answers. Always mention wider stakeholders like the manufacturer or the environment to show a deeper understanding of "viability."