{"id":4618,"date":"2020-10-30T14:21:14","date_gmt":"2020-10-30T05:21:14","guid":{"rendered":"https:\/\/www.hideandseek.co.jp\/?p=4618"},"modified":"2025-10-24T15:05:11","modified_gmt":"2025-10-24T06:05:11","slug":"simple-the-process-and-points-for-developing-new-products-in-single-item-e-commerce","status":"publish","type":"post","link":"http:\/\/www.hideandseek.co.jp\/en\/archives\/4618","title":{"rendered":"[Simple] Here\u2019s a Look at the Process and Key Points for Developing New Products in Single-Item E-commerce!"},"content":{"rendered":"

\"I want to create a product, but I don't know where to start.\"<\/span><\/p>\n

A must-read for anyone who feels this way.<\/span><\/p>\n

Here\u2019s a brief overview of the process and key points for developing new products for single-item online retail.<\/span><\/p>\n

Please feel free to use this as a reference.<\/span><\/p>\n

What Is Product Development?<\/b><\/h2>\n

Product development, as the name suggests, is \u201cthe process of creating products and services.\u201d<\/span><\/p>\n

I think product development is sometimes considered separately from product planning, but,<\/span><\/p>\n

For the purposes of this document, we define \u201cproduct development\u201d as encompassing all aspects of product planning.<\/span><\/p>\n

 <\/p>\n

There are two types of product development<\/b><\/h3>\n

Product development is<\/span><\/p>\n

\u300cRefining and Improving Existing Products and Services<\/span><\/span>\u300d<\/span><\/p>\n

\u300cNew Product Development<\/span>\u300d<\/span><\/p>\n

They can be divided into two types.<\/span><\/p>\n

 <\/p>\n

\u25ce \u201cRefining and Improving Existing Products and Services\u201d<\/b><\/p>\n

Refine and improve existing products and services is also part of product development.<\/span><\/p>\n

The theme for this session is \u201cNew Product Development,\u201d but,<\/span><\/p>\n

This article contains some useful insights for refining and improving your work.<\/span><\/p>\n

 <\/p>\n

\u25ce \u201cNew Product Development\u201d<\/b><\/p>\n

New product development is \u201cDeveloping new products and services for the company<\/span>\u300d\u3002<\/span><\/p>\n

The most important thing in new product development is \u201ccreating products and services that drive sales.\u201d<\/span><\/p>\n

\"Products and services that drive sales\" refer to,<\/span><\/p>\n

\"Products and services for which there is social demand.\"<\/span><\/p>\n

Not just a simple whim, but\u2014<\/span><\/p>\n

After conducting a thorough market analysis,<\/span>We need to create products and services.<\/span><\/p>\n

 <\/p>\n

Four Steps in New Product Development<\/b><\/h2>\n

Here are the four steps involved in new product development.<\/span><\/p>\n

This step applies not only to new product development in single-item e-commerce, but also to,<\/span><\/p>\n

This will be helpful for the development of any new products.<\/span><\/p>\n

 <\/p>\n

Determine the Target<\/b><\/h3>\n

The target audience is sometimes referred to as a \u201cpersona.\u201d<\/span><\/p>\n

 <\/p>\n

How to Determine Your Target Audience<\/b><\/p>\n

When determining our target audience, we consider the following three perspectives.<\/span><\/p>\n

 <\/p>\n

\u2460 Attributes<\/span><\/span><\/p>\n

Age, gender, family composition, occupation, educational background, place of residence, etc.<\/span><\/p>\n

Examples: \u201chigh school boys,\u201d \u201ccivil servants,\u201d \u201cpeople living in Fukuoka\u201d<\/span><\/p>\n

 <\/p>\n

\u2461 Values<\/span><\/span><\/p>\n

Things I value, my way of thinking, and so on<\/span><\/p>\n

Examples: \u201cOnce I\u2019ve made a decision, I see it through to the end,\u201d \u201cI always stay healthy.\u201d<\/span><\/p>\n

 <\/p>\n

\u2462 Concerns, Challenges, Dreams, and Aspirations<\/span><\/span><\/p>\n

My current worries, challenges, dreams, and aspirations<\/span><\/p>\n

Examples: \u201cI haven\u2019t been waking up feeling well lately,\u201d \u201cI want to become a professional baseball player.\u201d<\/span><\/p>\n

 <\/p>\n

The Purpose of Defining a Target Audience<\/b><\/p>\n

The primary purpose of defining a target audience is \u201cTo Conduct Effective Sales Promotions<\/span>\".\"<\/span><\/p>\n

By defining your target audience,<\/span><\/p>\n

This allows us to invest our management resources exclusively in those individuals, and<\/span><\/p>\n

Since this improves investment efficiency, you can focus your efforts on targeting the customers you want to acquire.<\/span><\/p>\n

 <\/p>\n

Pros and Cons of Narrowing Down Your Target Audience<\/b><\/p>\n

Example: \u201cSeniors aged 50 and older\u201d<\/span><\/p>\n

Now, \u201cseniors aged 50 and older\u201d and \u201colder women aged 50 and older with health concerns\u201d are,<\/span><\/p>\n

Which of these targets can be said to be more narrowly defined?<\/span><\/p>\n

\"\"<\/p>\n

So the answer is \u201colder women aged 50 or older who are concerned about their health,\u201d right?<\/span><\/p>\n

 <\/p>\n

One advantage of narrowing down your target audience is that it improves investment efficiency, so<\/span><\/p>\n

You can focus your efforts on reaching the customers you want to attract.<\/span>However,<\/span><\/p>\n

One drawback is that the target audience size decreases, so you need to be careful not to narrow it down too much.<\/span><\/p>\n

 <\/p>\n

Deciding on Products and Services<\/b><\/h3>\n

Next, we'll decide on the products and services.<\/span><\/p>\n

 <\/p>\n

How to Choose Products and Services<\/b><\/p>\n

First, thoroughly analyze the target audience's needs.<\/p>\n

And thenUnmet Needs<\/span><\/span>I'll find it.<\/p>\n

\u00a0<\/span><\/p>\n

\"Unmet needs\" refer to \"needs that have not been met,\" and<\/span><\/p>\n

 <\/p>\n

\"I want to lose weight, but I can't exercise or restrict my diet.\"<\/span><\/p>\n

\"I want to have beautiful skin, but I can't beat the effects of aging.\"<\/span><\/p>\n

\"I want to drink even better beer.\"<\/span><\/p>\n

 <\/p>\n

These are examples of things like \u201cI want to,\u201d \u201cI\u2019d like to,\u201d and \u201cI can\u2019t.\u201d<\/span><\/p>\n

After identifying unmet needs,<\/span><\/p>\n

We'll come up with product ideas that meet those needs.<\/span><\/p>\n

 <\/p>\n

What Makes a Product a Best-Seller?<\/b><\/p>\n

Products that sell well are,<\/span><\/p>\n

They have carefully considered a two-stage evaluation process: \u201cbefore purchase\u201d and \u201cafter purchase.\u201d<\/span><\/p>\n

Example: \"Cleansing\"<\/span><\/p>\n

\"\"<\/p>\n

 <\/p>\n

As such,<\/span><\/p>\n

From the user's perspective, potential questions and concerns that may arise \"before\" and \"after\" a purchase,<\/span><\/p>\n

We need to develop products that properly fill those needs in advance.<\/span><\/p>\n

A situation where products sell well is one in which both \u201cnew customer acquisition\u201d and \u201crepeat business\u201d are high, and<\/span><\/p>\n

It can be expressed as follows.<\/span><\/p>\n

 <\/p>\n

\"Number of New Customers\" = \"Product Concept\" \u00d7 \"Advertising Effectiveness\"<\/span><\/span><\/p>\n

\"Repeat Business\" = \"Product Appeal\" \u00d7 \"CRM\"<\/span><\/span><\/p>\n

 <\/p>\n

\"Product concept\" and \"product appeal\" are key elements of product development.<\/span><\/p>\n

In other words, product development affects both \u201cnew customer acquisition\u201d and \u201crepeat business,\u201d and<\/span><\/p>\n

It is closely related to whether a product sells.<\/span><\/p>\n

 <\/p>\n

Decide on a Concept<\/b><\/p>\n

A \"concept\" refers to an \"idea,\" and<\/span><\/p>\n

It refers to \u201cthe attitude, approach, and philosophy one adopts when tackling a task.\u201d<\/span><\/p>\n

When deciding on a concept, it is important to,<\/span><\/p>\n

To put it bluntly, \u201cDefying Conventional Wisdom<\/strong>\"That's it.\"<\/span><\/p>\n

Example: Starbucks<\/span><\/p>\n

\"\"<\/p>\n

\"Starbucks,\" the coffee shop everyone knows, is,<\/span><\/p>\n

This is the prime example of something that defied conventional wisdom.<\/span><\/p>\n

Originally, the concept of a coffee shop was<\/span><\/p>\n

\u300cIncrease turnover and sell coffee<\/span>\"But,\"<\/span><\/p>\n

The Starbucks concept is<\/p>\n

\u300cProvide a comfortable space and increase average spending per customer<\/span>\",\" and<\/span><\/p>\n

It deviates from conventional wisdom.<\/span>\u3002<\/span><\/p>\n

The first step in deciding on a concept is to,<\/span><\/p>\n

\u300cReviewing What We've Learned So Far<\/strong>\"That's it.\"<\/span><\/p>\n

Next, we gather information to challenge conventional wisdom and decide on a concept.<\/span><\/p>\n

 <\/p>\n

4 Steps to Developing a Concept<\/b><\/p>\n

1. Gathering Information<\/strong><\/p>\n

Information is<\/span><\/p>\n

\u300cEra and Society<\/span>\u300d<\/span><\/p>\n

\u300cTarget<\/span>\u300d<\/span><\/p>\n

\u300cOur Products and Services<\/span>\u300d<\/span><\/p>\n

\u300cCompetitors' products\u30fb<\/span><\/span>Services<\/span>\u300d<\/span><\/p>\n

We'll collect them from these four perspectives.<\/span><\/p>\n

Gather information from various sources and just keep taking it all in.<\/span><\/p>\n

Some points to keep in mind in that regard are:<\/span><\/p>\n

Regarding information: \u201cThis information is correct,\u201d \u201cThat information is incorrect\u201d<\/span><\/p>\n

Do not make such judgments.<\/span>I'm open to any kind of information.<\/span><\/p>\n

By doing so,<\/span><\/p>\n

It gradually becomes internalized, transforming from mere information into meaningful knowledge.<\/span><\/p>\n

 <\/p>\n

2. Just Think<\/strong><\/p>\n

As I gathered information,<\/span><\/p>\n

Always thinking, \u201cHow can I influence the target audience\u2019s feelings?\u201d and,<\/span><\/p>\n

I just keep thinking, \u201cNot like this,\u201d \u201cNot like that.\u201d<\/span><\/p>\n

 <\/p>\n

3. The concept is finalized<\/strong><\/p>\n

Based on my past experience and the information I've gathered,<\/span><\/p>\n

You'll come across things that make you think, \"This is kind of nice.\"<\/span>That's the \"concept.\"<\/span><\/p>\n

It\u2019s incredibly intuitive, but I feel like, \u201cThis will really resonate with the target audience!\u201d<\/span><\/p>\n

The concept cannot be easily put into words.<\/span><\/p>\n

That's because the concept is new and unfamiliar.<\/span><\/p>\n

We know the words to describe what already exists, but,<\/span><\/p>\n

I don't have a word that directly expresses this new concept.<\/span><\/p>\n

However, the concept must be expressed in words.<\/span><\/p>\n

So, one tip for expressing a concept is to use \u201cmetaphors.\u201d<\/span><\/p>\n

Taro Okamoto\u2019s famous quote, \u201cArt is an explosion,\u201d and,<\/span><\/p>\n

The \"flying bus\" concept proposed by the founder of LCC is,<\/span><\/p>\n

At first, you might be surprised by this unfamiliar expression, but,<\/span><\/p>\n

If you think about it for a moment, you\u2019ll intuitively understand and say, \u201cOh, I see!\u201d<\/span><\/p>\n

This is the power of metaphor, and it is an essential technique for expressing concepts.<\/span><\/p>\n

 <\/p>\n

4. Turning the idea into a concrete product<\/strong><\/p>\n

We\u2019ll gradually bring it to life while comparing the concept with the product imagery.<\/span><\/p>\n

The key point here is, quite simply, \u201cPerseverance<\/strong>\".\"<\/span><\/p>\n

To overturn conventional wisdom and establish a new norm in society means,<\/span><\/p>\n

It's not easy.<\/span><\/p>\n

We need to believe in our concept and persevere in developing our products.<\/span><\/p>\n

 <\/p>\n

Launch it on the market and test it<\/b><\/h3>\n

Once we've decided on a product, we'll launch it on the market to test it.<\/span><\/p>\n

However, it is often difficult to actually release a product to the market for testing.<\/span><\/p>\n

In that case, test it on targets around you.<\/span><\/p>\n

 <\/p>\n

Key Points for Taking Tests<\/b><\/p>\n

\u25ceBe sure to test with your target audience<\/b><\/p>\n

If decisions are made solely by product developers and staff,<\/span><\/p>\n

I can't create anything that really resonates with users.<\/span><\/p>\n

Make sure to,<\/span><\/p>\n

We'll conduct monitor tests and tests on targets in our immediate surroundings.<\/span><\/p>\n

 <\/p>\n

Actual Commercialization<\/b><\/h3>\n

Finally, we'll actually bring the product to market.<\/span><\/p>\n

However, be sure to run a simulation first.<\/span><\/p>\n

When running a simulation,<\/span><\/p>\n

\u2022 How much are the initial costs?<\/span><\/p>\n

\u2022 When will the company return to profitability?<\/span><\/p>\n

\u2022 How much will it cost?<\/span><\/p>\n

\u2022 When will the cumulative balance turn to a surplus?<\/span><\/p>\n

Check it.<\/span><\/p>\n

 <\/p>\n

Ways to Reduce Costs in New Product Development for Single-Item Online Retail (Cosmetics)<\/b><\/h2>\n

Even if we manage to create a product we're satisfied with when developing a new product,<\/span><\/p>\n

If a product doesn't generate sales, then,<\/span><\/p>\n

We are unable to continue delivering products to users.<\/span><\/p>\n

Therefore, after calculating all variable and fixed costs associated with selling individual items online,<\/span><\/p>\n

It will be necessary to keep costs down.<\/span><\/p>\n

So, here are a few ways to keep costs down in single-item online retail (cosmetics).<\/span><\/p>\n

Be sure to get quotes from at least two companies<\/strong><\/h3>\n

Get quotes from at least two companies, and<\/span><\/p>\n

By comparing options, you can keep costs down even further.<\/span><\/p>\n

Adjust the proportions of active ingredients and marketing ingredients<\/strong><\/h3>\n

When it comes to cosmetics, if you try to include every ingredient you want,<\/span><\/p>\n

It ends up costing a lot.<\/span><\/p>\n

Therefore, we adjusted the proportions of the active ingredients and the marketing components, and<\/span><\/p>\n

We need to keep costs down.<\/span><\/p>\n

The containers are manufactured overseas.<\/strong><\/h3>\n

In many cases, manufacturing containers overseas leads to cost savings.<\/span><\/p>\n

Keep product dimensions under 3 centimeters to reduce shipping costs<\/strong><\/h3>\n

For Yamato Transport, the fee for Nekopos is 210 yen,<\/span><\/p>\n

The next largest size, \"Takkyubin Compact,\" costs 535 yen.<\/span><\/p>\n

By keeping the item under 3 centimeters in size and sending it via Nekopos,<\/span><\/p>\n

This makes it possible to significantly reduce shipping costs.<\/span><\/p>\n

*As of October 30, 2020<\/p>\n

Summary<\/b><\/h2>\n

For this article, I\u2019ve written on the topic of \u201cNew Product Development for Single-Item E-commerce.\u201d<\/span><\/p>\n

When developing new products, \u201cThings That Will Definitely Continue<\/strong>\u300d\u300cSomething That's Guaranteed to Turn a Profit<\/strong>\" is the basic premise.<\/span><\/p>\n

Hide&seek, the company writing this blog, is a web marketing firm, and<\/span><\/p>\n

We also assist with product development.<\/span><\/p>\n

If you have any questions, please feel free to contact us.<\/span><\/p>\n

\"\"<\/a><\/p>","protected":false},"excerpt":{"rendered":"

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