But then what? If you love it, chances are that other people will too... But how many people? How do you find them, and what will they pay for this fabulous new thing? Can it even be made?

'Marketing' is the process that seeks out the answers to all of these questions. There are many more questions to answer. This can be daunting, but your best success lies in following the marketing process as completely as possible.

How will I know if my idea is 'brilliant' or not?

To really assess the strength of a new idea, you need to do some testing and research, but not just with your family and friends. While they are a good start, it is important to remember that your idea needs to be relevant to them in order for their opinion to be relevant for you. In other words, don't ask Grandad about his views on a new healthy snack food for toddlers - unless he is a regular decision maker and purchaser of toddler foods.

Family and friends will naturally be more positive and encouraging than complete strangers, so if 'relevant' family and friends are bold enough to say they think your idea won't work - sit up and listen!

What's next?

If your 'informal' research is positive, and you are still keen, take it to the next stage.

The next stage means even more research. Before you take your research too far and wide, you may find it is worth talking to a patent and intellectual property specialist about protecting your idea.

So, what do you need to research? Heaps! You'll need to find out about;

• The market for your product
• Competitors
• Potential consumers and their needs
• What people are prepared to pay
• If the product can be made profitably, and so on.

Why do you need to know all this? Amazingly many people spend thousands to launch their dream product without conducting adequate research, only to find that there is already something on the market that is better and cheaper, or that the cost of selling through a particular retail channel sucks up all their profit. Research and planning is all about reducing risk. It's also about creating contingency plans so that when things go wrong (and they will!) that you are able to logically work through the issue and keep on track.

Article by Jenny Hemmings of IdeasGirl

More information about turning your brilliant idea into reality can be found at www.ideasgirl.co.nz

IdeasGirl are marketing professionals who are focused on helping women market their innovative ideas in order to turn them into a commercial success.

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