Innovation Centre | helpful advice for new inventors at the NZ 2010 Fieldays

(Courtesy of Geoff Fergusson from the Inventors Trust, Auckland)

Thinking of entering your great new idea in the invention section at the 2011 New Zealand National Agricultural Fieldays®? Excellent! As a frequent exhibitor myself I can tell you this is one of the very best ways to test the response of both farmers and the general public to your product idea, as it will be in a prime central position and be seen by thousands of interested viewers. Here are a few tips to help you make the best of this exciting opportunity.

Part one: Exhibiting Advice
Think carefully about the best way to display your idea, it could not only help you attract a vital commercial contact but also win a coveted Fieldays® invention award and prize! A tidy working prototype that can be demonstrated is the ideal way to go, but if this is impractical (e.g. if your invention involves large equipment or would be very expensive to produce) then consider making a small working model to show the public. Movement attracts attention! Is it best to display inside undercover or outside? Inside is warmer but being outside allows more room to demonstrate, run an engine, make noise etc and can be very effective, but bring at least some shelter so that if rain sets in you can keep on chatting to keen visitors.

Remember, the NZ National Fieldays® offers a huge number of exhibits, so visitors have very limited time to look at each one, including yours. Make it easy for them to quickly (preferably in 10 seconds or less) get at least a rough idea of what your invention is, and then how it works. Draw up a large, simple, clear sign showing its working title, and beneath that a brief explanation of what it is and does. If your product is complex, consider making up a simplified diagram, or flow chart. You ideally want every single visitor to appreciate your clever innovation, and they can’t do that if they don't understand it. This is very important!

Although you can't sell to the public in this competition area you can take enquiries so be prepared with a handy notebook and captive pen for visitors to enter their contact details, and/or consider having some printed material to give out to enquirers. Note: if you are printing material you might need several hundred copies, but it can be very simple, such as a single A4 or half A4, and make sure it has all your contact details. It's a good idea to bring a master copy, so you can get more run off at Fieldays® Photocopy Service if you get stuck. Accommodation is scarce in Hamilton during this major exhibition so if possible book ahead.

It is stimulating but very tiring talking to the general public for hours at a time. If possible, arrange for a friend to help you man your display so you can have a break, and meet other exhibitors. It is ideal to have a display manned at all times but if you are a solo exhibitor it is even more important to make your display self-explanatory while you're away. Think about the safety of your display. If it has dangerous moving or electrical parts etc think of a clever way to demonstrate it without risk to curious children etc, and to disable it when unattended. A barrier tape might be handy. Remember, people love active demonstrations.

Finally, take full advantage of the opportunity presented! Ask the public what they think of your product and for suggested improvements. Try out your projected selling price and see what the response is. Farmers are straight shooters, they will quickly tell you what they think, and this is exactly what you need to help you decide if the product has commercial potential.

Part Two: Developing Your Invention - General Advice
Inventing for fun and to help your farm or business run better is one thing, but putting a product into commercial production is quite another. It is a commitment that could change your life, involve years of work and large sums of money. It can also impact on the welfare of both you and your family, so gather as much practical advice as possible before "setting sail". The Inventors Trust has assisted thousands of Kiwi innovators, so let us know if we can help.

First… find out if your product has commercial potential by asking:

Is my idea truly novel, or is the product or something similar, already on the market somewhere? (Check with industry users, retailers, the Internet, etc) Is there a suitably large and definite need or opportunity for the product in the marketplace? (Do your own informal survey to find out) Can it be manufactured and sold at a profitable price? (Typically three to four times the cost price, so work out your costs and the likely retail figure) Does the product work, and perform better than all its competition?

An untested idea is of little value. Wherever possible, you should make a basic working prototype or model of your concept to explain and demonstrate its function, and prove it works. In this way, you will discover what improvements are needed. Later, you can make a more presentable version for marketing purposes.

In commercial innovation, the magic words are “Market, Research, and Technical”. This means you have to:

Discover a need or gap in the market;
Thoroughly research what the customer really wants;
Develop the technical product to meet the need perfectly and profitably.

Most successful inventions are born out of the need to solve a problem. The more serious and widespread the problem, the more welcome the solution and the bigger the market, but choose a first invention you can handle. It's better to have a small project that is completed than a large one that isn't.

Should you patent? Unfortunately, that is often the first thing inventors do. Patenting a product with definite, significant international/national sales potential can sometimes be a prudent investment. However, you are wise to delay any significant spending on patenting - or serious product development - until you have done some basic market research, tested your concept and know you have a viable business proposition. Only a tiny percentage of patents actually provide any financial or commercial advantage.

If you need or would like interim protection for this Fieldays® exhibition, a customer survey, or to start negotiating with potential manufacturers, you can obtain a provisional patent - which lasts twelve months - and can do this yourself if you wish at very little cost, around $60. Conserve your funds. You will need them later.

Remember that innovation - especially for commercial gain - is by its nature a process where a high failure rate is expected and normal. Only a small percentage of clever practical ideas have commercial potential. Don't be surprised or discouraged if your first attempts are not successful. Good luck with your projects and keep on inventing!

Helpful advice for new inventors in the Innovation Centre