Colored PencilCurran, David, Abriam, Mashari

DescriptionO Pencil shape corresponds to different

colorO Pencil is physically the same color as

it writesO Designed for use by toddlersO A coloring shape that is targeted for

children the ages between 8 months of age and 3. This toy helps children develop cognitive and motor skills and learn the basic shapes and colors in the world around them

WhyO Children learn basic shapes and

colorsO Parents want their children to learn

so they will buy the unique colored pencils

O The product will be a success because reason to buy is proven and success with children and colored pencils after customer purchase is proven.

Mission StatementProduct Description Colored pencils designed as shapes

Key Business Goals Product introduced in 4th quarter 2013;Goal: to sell 5 million pencils20% share of stationary market by 2017

Primary Market Toddlers

Secondary Market Collectors

Assumptions Recognizable shapes; writes in the color of the pencil/shape

Stakeholders User, retailer, sales force, production

Interview ResultsO Parents want children to have an

advantage over other children in school

O Parents want children to be advanced in their learning habits

O Specifically, parents like the colored pencils because they help children practice what they will be doing in school

Customer needsQuestion Customer Statement Interpreted NeedTypical uses I need a toy that helps my child learn about

the different colorsThe toy is colored to help children remember and identify colors

I want my child to develop their fine motor skills

The toy can be used to write to help develop fine motor skills

Like I like that the toy is non-toxic The toy prevents toxins from entering the child’s skin

I like how the toy is easy to hold and doesn’t fall out hand

The toy made from light material

I like how the toy can be dropped without breaking

The toy is durable

Dislikes The toy does not match the color of the marks

The toy matches the color of the marks

The toy is small enough to choke on The toy is a reasonable sixe to prevent choking

Suggested improvements A way to sharpen the toy would be nice It is able to sharpen with specialty sharpeners

I would like if you could erase the marks from the toy

The toy is able to be erased with a certain eraser

Hierarchy and Grouping

OPrimary needs:O The pencil is easily identified and used by children.O OSecondary needs:O The pencil is comfortable to hold and can be used easily:O The pencil fits the shape of a child's handO The pencil is easy to gripO The pencil is durable, made of good materialsO The pencil is not too long or too short for a child's handO The pencil has an eraserO The pencil is the right width for a child's handO The pencil writes clearlyO O The pencil is safeO The pencil is made of a nontoxic materialO The eraser is made of a nontoxic materialO The eraser does not come off/out of the pencil easilyO The pencil is not sharp enough to puncture skinO The lead is nontoxicO O The pencil is easy to identifyO The shape of the pencil is clearO The color of the pencil matches the color of the leadOO The pencil is easy to take care ofO The pencil fits into a standard sharpener/is easy to sharpenO The pencil lead does not break easily

Importance RatingRating:O Easy to Hold 4O Won’t choke on –safety 3O Easy to identify 5O Writes easily/clearly 4O Comfortable to hold 2O Easy to sharpen 1O Erasable 1O Durable 3O Non-toxic 2O Color matches pencil 4

Metrics

needs Metrics

Pencil is easy to hold/ comfortable to hold/easy to identify

Pencil has radius bigger than 1/8 and smaller than ¾ of an inch

Pencil will not be choked on Pencil is longer than 6 inches

Color of pencil matches color of writing Wavelength reflected from pencil and lead is no more than 50 nm different

Pencil writes clearly Lead is no smaller than .5 mm

Pencil is durable Pencil radius is no smaller than 1/4 of an inch

Pencil is non-toxic Materials contain no toxins harmful to humans

BenchmarkingOBrand: CrayolaOProducts: Colored pencils, markers, OPrice range of products: about $1-$10OTarget demographic: childrenOCustomer satisfaction: positive; customers recognize the brand and its products

OBrand: staedtlerOProducts: many stationary items (pencils, erasers, colored pencils, etc)OPrice range: about $1-$20OTarget demographic: all ages OCustomer satisfaction: positive; brand is known for its stationary products

Metrics and Rankings

Selection Criteria

AThe color of the pencil is the same as the graphite

BThe shape of the pencil written on pencil

C

List of things that are same shape as pencil

DThe Pencil comes with a case that each pencil fits in

EChange the size to 1/4” thick 4” long

FChange the size to 1/4” thick 7” long

G

Change the size to 1” thick 12” long

Ease of handling 0 0 0 + 0 0 0Ease of use 0 0 0 0 + + +Safe 0 0 0 0 0 0 0Identifiable + + + + 0 0 0Durability 0 0 0 0 0 0 0Ease of manufacture + 0 + - - - -

Sum +'s 2 1 2 2 1 1 1Sum 0's 4 5 4 3 4 4 4Sum -'s 0 0 0 1 1 1 1Net Score 2 1 2 1 0 0 0

Rank 1 4 1 4 11 11 11Continue? yes yes no no combine combine combine

Metrics and Rankings cont. 

Selection Criteria

HChange the size to 1/2” thick 5.5” long

 

 

IRubber Grip

 

 

J

Rubber Body

 

 

KRubber rings periodically throughout pencil

 

LRemovable rubber grips different sizes

 

MRubber Body (durability)

 

 

N

make it out of Solid Composite wood

 

Ease of handling 0 + + - + 0 -

Ease of use + 0 0 +

 

- + +Safe 0 0 0 0 0 0 0Identifiable 0 0 - 0 0 0 0Durability 0 0 0 0 - + +Ease of manufacture - 0 - - - - +

Sum +'s 1 1 1 1 1 2 3Sum 0's 4 4 3 3 2 3 2Sum -'s 1 0 2 2 3 1 1Net Score 0 1 -1 -1 -2 1 2Rank 11 4 18 18 20 4 1Continue? combine yes no no no no no

Final Concept Screening

Concepts

A B C D E F G

Solid Wood Body

Extended Base Pencil Case

Extra Large Pencil Grip Label

Describing Shape of Pencil

Pencil and Graphite Have the Same Color

Selection Criteria

Weight

Rating

Weighted

Rating

Weighted

Rating

Weighted Rating

Weighted Rating

Weighted Rating

Weighted Rating

Weighted

Score (%) Score Score Score Score Score Score

Safety 26% 3 20 3 20 4 21 4 22 2 11 2 13 5 24

Ease of use 21% 1 7 3 20 4 21 3 17 5 28 2 13 5 24

Identifiable 26% 2 13 1 7 5 26 4 22 3 17 4 27 5 24

Durability 16% 5 33 5 33 3 16 4 22 4 22 3 20 3 14

Ease of manufacture 11% 4 27 3 20 3 16 3 17 4 22 4 27 3 14

Total Score 15 15 19 18 18 15 21

Rank

Continue? yes no yes yes yes no yes

Final sketch