New Product Development

We are specialists in new product development – taking your design idea and transforming it in to a manufactured product. In fact, we are unique within the industry as we have created the Rapid Product Development (RPD) Pathway, an innovative process that enables you to be ‘First-to-Market’. There are many technical, commercial and intellectual property barriers that prevent new products from ever getting to market. Our approach focuses on minimising the effects of these barriers, providing you with the best opportunity to achieve commercial success. Our team comprises of highly skilled: researchers, engineers, innovators, creative minds and business savvy brains.

We have experience of developing new products in the following market sectors:

Smart & Wearable
Aerospace & Automotive
Medical & Healthcare
Automation & Robotics

Our Approach

  • Foresight

    We will clearly define the scope of your project. Understand the target user group and identify any potential technical, commercial or intellectual property barriers that may prevent your product from getting to market.

  • Concept

    We will generate an array of design ideas that address your project brief and present them in digital sketch format. A strong focus will be placed on adding value to the product by understanding the user’s needs.

  • Development

    A preferred concept will be developed in order to create a refined design solution. Even at this early stage, we will consider the intended manufacturing process; material; finish; assembly process; and disposal method.

  • Detail

    Once a final design has been selected, we will create a detailed 3D CAD model of your product. If your device requires custom electronics, this will be developed concurrently to the mechanical element of the design.

  • Prototype

    Using the latest technologies, we can build a full working prototype of your product. Such a high fidelity demonstrator can be used to communicate the product benefits to investors and obtain quality user feedback.

  • Optimise

    This phase is dedicated to preparing your product for manufacture; ensuring that all 3D CAD models are fully optimised and that critical to quality (CTQ) features are properly specified using an engineering drawing.

  • Certify

    It is likely that your product will require accreditation, which can be obtained from a number of certified bodies following rigorous testing. We can advise on relevant third parties capable of supporting product approvals.

  • Manufacture

    We have established a network of manufacturing partners in the UK and Far East. Via this network, we are able to produce your product and supply it fully assembled and tested to a given standard of quality.

Case Study: Snoreeze Oral Device

PFL (Passion For Life) Healthcare is responsible for creating the successful Snoreeze brand of sleeping aids, which can be found in retail outlets such as Boots. One of the products within this range is an oral device that helps reduce snoring and keep the airways clear of those with sleep apnoea.

The aim was to develop a piece of packaging that removed the need for a set of tongs to be supplied with the product. The oral device needs to be submerged in a cup of boiling water, allowing it to soften so that it can be formed to the shape of the users mouth. Removing tongs from the process would help reduce the overall product cost and environmental impact.

The final design is a simple two-piece polycarbonate moulding that integrates a clip feature on the underside of the packaging. This enables the user to attach the oral device to the packaging and rest it on top of a cup of boiling water. This offers a novel user experience that allows the product to stand out in the market.

The product was developed within a rapid time-frame, taking approximately 6 months, from a sketch concept to an injection-moulded part. This was achieved by ITERATE working very closely with the manufacturer to ensure that the final design was fully optimised for high volume production. The oral device is currently on sale in Boots nationwide.

Success Factors

Having developed a vast number of products from concept right through to production, we have identified a series of success factors that are common across the projects we have delivered:

1. Calculate your return-on-investment: developing a new product should be approached with the intention of generating revenue. At the basis should be a simple calculation that underpins the decision to initiate any new design project. This calculation should consider: the potential number of units to be sold per annum based on the market size/demand; the retail price of each unit; the profit accumulated per unit; the number of units to be sold before a return on the initial investment can be realised. Establishing these figures at the start of a new product development project will make decisions to be confidently made as the potential ROI is clearly defined.

2. Identify the target user group: establishing a coherent profile of the target user is crucial. Key factors such as age; gender; profession; life style; and social status should all be considered. Understanding the user in this level of detail will help design decisions to be made more easily. For example, should the product be manufactured from sustainable materials as the user values this aspect; or should the product demonstrate a design language that is on trend within a particular market sector? This understanding with inform the product development process and ultimately influence the commercial success of your product.

3. Define your route to market: there are many ways to commercialise a product and it is wise to establish how this will be achieved as it will ultimately affect your target unit price and profit margin. Some possible routes to market include: direct sales using platforms such as eBay and Amazon, or sales through your own website with traffic being driven from social media platforms. Large retailers may be interested in stocking your product but often request a large profit share and prefer to stock more than one product from a single supplier. Small retailers can often provide a higher level of flexibility with some even offering ‘sale or return’ terms. This means that they will stock your product for a given period of time and return the units if not sold. Licensing a new product to a retailer or manufacturer is also a possible option that many are keen to pursue. This can involve signing over the intellectual property to a third party and them paying you a royalty fee for each unit sold. This limits the responsibility of the product originator but also limits the financial return.

ITERATE has delivered a truly excellent prototype device for PulmonIR. I thoroughly enjoyed working with Gethin and his team and was extremely impressed with their professionalism and flexibility over this 12 month project. We are already planning for the next stage and I very much see this as a long term partnership. I am delighted to recommend Gethin and his team to anyone looking for product development support.

Dr Mark BowmanCEOPulmonIR

How Can We Help?

We love working with ambitious clients, solving technical challenges and creating great medical products that achieve commercial success. If you would like to discuss your project, please email or call 01291 442181.