Following is the text of the presentation made to the Furniture Society
Thursday, June 11, 2009. © Edward M. Tashjian 2009
WHAT IT TAKES FOR A MANUFACTURER
TO CONSIDER YOUR DESIGN IDEAS
Products must be Saleable. This is not about design. It is about commerce.
Furniture must fill a niche, value proposition and price point. You must be able
to articulate why your design is a value or how it fits a void.
Great Original Designs. Designs cannot be copies. Not only is this
intellectually dishonest, there is little market for “me too” products in a crowded
marketplace. According to Richard Frinier: "To contribute to the marketplace in
a meaningful and memorable way, designs must be authentic, relevant and
remarkable."
Unique but not too Unique. Furniture must be different, or have a different
twist on an existing style. But it cannot be so extreme that consumers think it is
impractical or unfashionable. Timing is everything. Many ideas are ahead of
their time, like Oscar de la Renta’s chalk white finish.
Provide a Complete Design Recommendation. It needs to be more than a
pretty sketch. You must be able to articulate materials, finish, fit, sheen, and
hardware. Ideally provide architectural drawings with dimensions and scale. For
upholstery, you need to demonstrate knowledge of pitch and comfort.
Demonstrate your knowledge of the end customer you are designing
for and be able to articulate how your designs satisfy this market.
Determine if your work is marketable domestically and/or internationally.
Design trade vs. retail or both. Residential vs. hospitality or contract. What are
their price points? Where do they shop? What needs does this design satisfy that
they cannot get anywhere else? What kind of homes do they live in? Visit plenty
of model homes to better understand trends in architecture, fixturing, walls and
ceilings. Furniture needs to be proportioned for rooms. Demonstrate that there
is a market for these designs and that you are knowledgeable about them.
Present your designs in the context of how they will be used.
Know the manufacturer you are designing for. What are their core
competencies? Don’t bring metal designs to a manufacturer that does not work
in metal. This is just like an interview. Research the company. Understand their
customers. At a bare minimum, the manufacturer must be able to execute your
designs. You must also be culturally compatible.
Ability to Sell Yourself. Unless you are famous and published, you must
demonstrate star power: substance, style, and confidence. You must be confident
without being overbearing. You must be cordial and polite, but you must also
close the sale. You must also volunteer to promote the product at retail. Think of
your presentation as showmanship. If you are painfully shy, collaborate with an
agent or publicist. It is easier to get publicity than you think.
Gain Credibility through Relevant Experience. Consider a job in product
development at a major manufacturer. Learn the inner workings of the
development cycle. Prepare for a market. Listen to customers.
Choose a Niche that you for which you can be Known. The surest recipe
for failure is the all-purpose designer that is everything to everybody. Pick a
design style, a type of material, etc. Kelly Hoppen is known as the Queen of
Taupe. Mario Buatta is the Prince of Chintz. Oscar de la Renta is the apotheosis
of fashion. Richard Frinier is king of Outdoor furniture. Martha Stewart is the
doyenne of craftsy design. How do you want to be perceived? You must have a
distinctive style and point of view.
A Great Presentation. Your presentation needs to be passionate. You
must communicate your design vision with understandable sketches, detailed
architectural drawings, recommended materials, an explanation of what makes it
different, better, fashion forward. But the most important ingredient is your
personality and your passion for the product. Your leave behind should be
professional and leave the impression you have your act together.
Don’t Give Up when you Hear the Word No. Selling starts when you hear
the word no. Use no as a learning tool to fine tune your products and
presentation. No matter what you hear, no one is an overnight success. Most of
the best designs in the marketplace were first rejected by someone else. If you
believe in your ideas, don’t give up.
Don’t Look for a Manufacturer. Look for Partnerships. This is a marriage of
sorts. Determine what types of partners would enhance your identity and design
work in the marketplace. You must like and respect the manufacturer you
become wedded to. Understand that you are creating and developing a strategic
alliance. You must complement each other and bring them something no one
else can.
Partner with Financially Healthy Manufacturers. Ideally, you are
leveraging not only the manufacturing ability, but selling, distribution, and
marketing expertise of an organization. An innovative product is not enough. To
be successful it must gain floor placements and publicity. Margins are thin in our
business.
www.TashjianMarketing.com
ed.tashjian@gmail.com
106765709
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Barriers to Overcome. These are the biggest pitfalls that belie most
independent designers.

Getting to the right person. This is different in every company. It is
always best to start from the top and work your way down. If the CEO is
interested, everyone else in the organization will take your ideas seriously.
You must also know who influences and who makes the final decision.
Typically, this is a committee of the product development, sales, and
marketing teams.

Having a good reason why a company should try someone new.
Manufacturers become comfortable with their existing partners. You need
to have a compelling reason why they should try someone fresh, new and
different.

Playing to a comfort zone. Some companies have a comfort zone and
they want more of the same. Others only want something different. This
is the first thing to understand. If you get it wrong, you will be paddling
against the current and will always fail.
You will want a contract. These can be very complicated, but the essence is
always the same and includes these basic points:

Who owns the designs? Typically, you own your name, but the
manufacturer owns the designs. But all of this is negotiable.

How & when do you get paid? What is the royalty percentage? Is
there a minimum? And how much money are you paid upfront.

What is the term of the contract? What is the length of the initial
contract and what are the terms for renewal.

Exclusivity. Most manufacturers will insist on this.

Promotion. How will products be distributed and promoted? How will
they be cataloged? Is there an “advertising allowance” royalty?

What else is required of You? You may be required to travel, host
events, product launches, etc.

How to End the Contract. Sometimes things just don’t work out. You
need to prepare for that possibility. Think of it as a prenuptial contract.
www.TashjianMarketing.com
ed.tashjian@gmail.com
106765709
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