Your idea works. It does what you had hoped and you believe others will like it as much as you. How do you find out? You can start with your friends and family however don't base your conclusions on their comments. They are concerned with your feelings and are most likely going to tell you what they think you want to hear.

It is important that you put your idea in front of strangers who make up your target audience. These are the people most likely to benefit from your idea. Remain neutral and don't defend or promote your idea. Carefully monitor their reactions. Watch what they do and listen to what they say. These are the very same demographic that will eventually purchase your idea and when they have the chance, you are not going to be there. It is important that you learn what aspects of your idea are important to them. What will make them purchase it.

It will be their comments, criticisms and questions that allow you to create an effective marketing campaign, packaging and collateral material that will sell your idea without you having to be there in person.

Where do I start

You have the greatest idea of your lifetime. This is the big one. You have been dreaming about this for days, weeks, months, maybe even years. So where do you start? Every time you sit down to plan out how you are going to make the big one happen you are lost. Maybe if you make some coffee that will help. Didn't help. Maybe if you write something down. Not sure what to write down. You have already told all your friends and they love the idea but that doesn't help making your idea happen either. Understand that nobody is going to hear your idea and say "Wow, that is a great idea. How about I figure out everything for you, fund the idea and you give me 10%."

Can you produce your idea? Start by going to a local store and finding items that may have components that perform functions your idea requires. Build a prototype. Realizing it isn't your final idea, with modifications, will your idea work? With a prototype it will be possible to better describe your idea to an engineer that can create a CAD drawing. With that, you can further analyze the idea and its function. From a CAD drawing, it will be possible to make a more refined prototype from a 3D printer. From CAD drawings and a 3D sample, it will be time to look for a manufacturer.

All this is complicated especially the first time. You have to be the one to make that first prototype from anything you can find. After that, research on the internet for engineers. Interview them and discuss your idea. If you are concerned, have them sign an NDA (non-disclosure agreement). Most engineers who work with CAD drawing software will have sources for 3D sampling. Most companies that produce 3D samples will have sources for manufacturers.

The bottom line is to start with making the best prototype you can come up with so you can clearly explain your idea.

Packaging

Don't forget how important the packaging of your idea is. For most ideas, this is the first encounter your customer will have with your idea. When they pick it up, does it feel like something? How does it look? You only get one chance at a first impression.

Once someone has noticed your idea, does your packaging tell a convincing story? Do they understand why they need your idea? Is there enough information for them to make a decision? Does your idea, in the packaging have a high perceived value? Are they really getting something?

Can your customer get your idea out of the package? Once they get it out of the package, are they going to be satisfied? Are they going to know how to use it correctly? Are your instructions clear?

Don't just put your idea in a box and hope for the best. If you do, your idea may never get out of that box.

Nobody is going to do it for you

Only you can make your idea happen. Only you have the passion to bring your idea to fruition. Stop waiting for someone else to do it for you. If you can't find a way to make it happen, maybe this idea is not for you.

However you probably can make it happen. You have the ability. Do the research. Ask questions. You will probably find that you are a lot more resourceful than you thought.

So stop finding reasons why you can't and start finding solutions.

China vs. USA

Made in China. Seems like everything is made in China. Cost has a lot to do with it. How do you decide where to manufacture your idea?

Several factors are important when deciding where to manufacture. The equipment to manufacture your idea most likely costs the same for a overseas factory as it does in the U.S. The raw materials, if comparing "apples to apples" also cost the same. Where the differences start to become obvious is labor and location. The cost of doing business in the United States is greater. A factory costs more to maintain, staff and operate in the U.S. The trick is to evaluate how that effects your idea.

Start by considering the language barrier. Details can be lost in the translation. Quality control can also be hard to maintain. While the quality can be just as good and maybe even better, it requires a lot of effort to stay on top of it. This includes the packaging of your idea. Their plants are working on an opposite time zone and it requires you to work on their schedule. Ocean freight requires a long lead time. Tariffs and customs delays must be factored in. The biggest concern when working with factories in China is that the funds must be sent in advance with little recourse if something goes wrong.

Working with an agent in the U.S. is an option. They generally have many contacts, speak the language and are available during your work day. There is a cost associated with this however if it keeps production of your idea on track, it may be worth it.

Final preparations for a trade show

Time to go out and sell your idea. I am leaving to exhibit at a trade show tomorrow and am making some last minute preparations for the show. Personally I like trade shows and have benefited greatly, however they can be expensive and if you are not prepared and not outgoing, they can be a complete waste of money.

Make your booth look good. Most attendees just walk by. They gaze from side to side and only stop if they are stopped or something catches their interest. It is your job to make sure that happens. Don't put an entire dissertation about your idea in small print on the back wall with a table and chair in the front. Your signage needs to be like a billboard. Take the most important features and benefits of your idea and make it big.

Don't place a table across the front of the booth. It creates a barrier and deters potential customers from entering your booth. I don't even have chairs in my booth.

You have a finite amount of time to pitch as many people as you can. You can rest after the show.

Lastly, take notes. After several conversations, you are going to forget.

Trade shows are expensive so be sure you are prepared. It also can be a very long day. Hopefully when you arrive at your booth, all your material has arrived. Set up can take a long time so be sure to have a plan.

I like to get there as early as possible just in case I realize I need something. If I finish set up early, I get the afternoon off. If there is a problem, I am able to solve it and still be ready for the start of the show.

Over the years I have developed a checklist. I ship a crate that I use as a display in my booth. It offers several advantages. It keeps everything secure and safe inside. Mine is on heavy duty casters so I can move it even when it is full. My crate allows me to have a large flat screen television to run my commercials on a continuous loop. This stops traffic. It also doubles as a store display wall complete with hooks and shelves for product. I also have a secure place to store my stuff during the show and after the show is over I have everything I need to pack up quickly.

Today was a good day. I finished at 3:00. Time to relax for opening day.

Opening day for a trade show is always fun for me. It allows me to really get an understanding on how good my idea might be. I practice my story and fine tune my pitch.

I always find it interesting how many people just stand around in their booths. There is a finite amount of time to speak to as many people as you can. Stop as many as you can. Find some common ground to open up the conversation.

Success sells success. When you draw a crowd at your booth, others want to find out why. Do what it takes to get them to stop.

What I am selling probably isn't any better than what they are selling but my pitch is engaging and that gets people to listen. The more that stop, the more chance I have of getting a new customer.

If you are going to participate in a trade show, work it. Work it hard!

Looks like my new idea might have some merit. Another busy day. I have settled in and believe I have my pitch down. I have learned the important qualities that attract people to my idea and also understand what isn't so important. Not exactly as I had anticipated but this time I was closer than usual. I guess as I keep doing this, I get better at anticipating reactions before I attend the show. Makes follow up easier.

It is important to start the follow up as soon as possible. I have already started eMailing many of the people I met, thanking them for their time, reminding them about what we talked about and trying to schedule a time to discuss the idea in greater detail. Many won't respond but it takes perseverance. Keep in touch over time. You never know when opportunities will pan out.

The final day of the show is usually slow. No exception today. It does give me a chance to get to know my neighbors at the show. Time to share contacts and ideas on how they have found success. Today I learned about another type of show that might be beneficial to my new idea. I also received the contact information on a buyer at a retailer that would be ideal for me.

I also shared my contacts and experience. Sharing your contacts doesn't jeopardize your idea. The more knowledge you share, the more you will receive.

It is time to now get back to the office and get to work with hard core follow up. I have my pitch, now it is time to use it and really see if my new idea is going to be a real success.