Colored Pencil
Curran, David, Abriam, Mashari
Description
O Pencil shape corresponds to different color
O Pencil is physically the same color as it
writes
O Designed for use by toddlers
O A coloring shape that is targeted for children
the ages between 8 months of age and 3.
This toy helps children develop cognitive and
motor skills and learn the basic shapes and
colors in the world around them
Why
O Children learn basic shapes and colors
O Parents want their children to learn so they
will buy the unique colored pencils
O The product will be a success because
reason to buy is proven and success with
children and colored pencils after customer
purchase is proven.
Mission Statement
Product Description
Colored pencils designed as shapes
Key Business Goals
Product introduced in 4th quarter
2013;
Goal: to sell 5 million pencils
20% share of stationary market by
2017
Primary Market
Toddlers
Secondary Market
Collectors
Assumptions
Recognizable shapes; writes in the
color of the pencil/shape
Stakeholders
User, retailer, sales force, production
Interview Results
O Parents want children to have an advantage
over other children in school
O Parents want children to be advanced in
their learning habits
O Specifically, parents like the colored pencils
because they help children practice what
they will be doing in school
Customer needs
Question
Customer Statement
Interpreted Need
Typical uses
I need a toy that helps my child learn about
The toy is colored to help children
the different colors
remember and identify colors
I want my child to develop their fine motor
The toy can be used to write to help develop
skills
fine motor skills
I like that the toy is non-toxic
The toy prevents toxins from entering the
Like
child’s skin
I like how the toy is easy to hold and doesn’t The toy made from light material
fall out hand
I like how the toy can be dropped without
The toy is durable
breaking
Dislikes
The toy does not match the color of the
The toy matches the color of the marks
marks
The toy is small enough to choke on
The toy is a reasonable sixe to prevent
choking
Suggested improvements
A way to sharpen the toy would be nice
It is able to sharpen with specialty
sharpeners
I would like if you could erase the marks
The toy is able to be erased with a certain
from the toy
eraser
Hierarchy and Grouping
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
O
Primary needs:
The pencil is easily identified and used by children.
Secondary needs:
The pencil is comfortable to hold and can be used easily:
The pencil fits the shape of a child's hand
The pencil is easy to grip
The pencil is durable, made of good materials
The pencil is not too long or too short for a child's hand
The pencil has an eraser
The pencil is the right width for a child's hand
The pencil writes clearly
The pencil is safe
The pencil is made of a nontoxic material
The eraser is made of a nontoxic material
The eraser does not come off/out of the pencil easily
The pencil is not sharp enough to puncture skin
The lead is nontoxic
The pencil is easy to identify
The shape of the pencil is clear
The color of the pencil matches the color of the lead
The pencil is easy to take care of
The pencil fits into a standard sharpener/is easy to sharpen
The pencil lead does not break easily
Importance Rating
Rating:
O Easy to Hold 4
O Won’t choke on –safety 3
O Easy to identify 5
O Writes easily/clearly 4
O Comfortable to hold 2
O Easy to sharpen 1
O Erasable 1
O Durable 3
O Non-toxic 2
O Color matches pencil 4
Metrics
needs
Metrics
Pencil is easy to hold/ comfortable to
Pencil has radius bigger than 1/8 and
hold/easy to identify
smaller than ¾ of an inch
Pencil will not be choked on
Pencil is longer than 6 inches
Color of pencil matches color of writing
Wavelength reflected from pencil and
lead is no more than 50 nm different
Pencil writes clearly
Lead is no smaller than .5 mm
Pencil is durable
Pencil radius is no smaller than 1/4 of an
inch
Pencil is non-toxic
Materials contain no toxins harmful to
humans
Benchmarking
O
Brand: Crayola
O
Products: Colored pencils, markers,
O
Price range of products: about $1-$10
O
Target demographic: children
O
Customer satisfaction: positive; customers recognize the brand and its products
O
Brand: staedtler
O
Products: many stationary items (pencils, erasers, colored pencils, etc)
O
Price range: about $1-$20
O
Target demographic: all ages
O
Customer satisfaction: positive; brand is known for its stationary products
Metrics and Rankings
D
The
E
Change the size
List of things Pencil comes
that are same with a case that to 1/4” thick 4”
shape as pencil each pencil fits in long
G
F
Change the size Change the size
to 1/4” thick 7” to 1” thick 12”
long
long
C
Selection Criteria
A
B
The color of the
The shape of
pencil is the same
the pencil
as the graphite
written on
pencil
Ease of handling
Ease of use
Safe
Identifiable
Durability
Ease of manufacture
0
0
0
+
0
+
0
0
0
+
0
0
0
0
0
+
0
+
+
0
0
+
0
-
0
+
0
0
0
-
0
+
0
0
0
-
0
+
0
0
0
-
Sum +'s
Sum 0's
Sum -'s
Net Score
2
4
0
2
1
5
0
1
2
4
0
2
2
3
1
1
1
4
1
0
1
4
1
0
1
4
1
0
Rank
Continue?
1
yes
4
yes
1
no
4
no
11
combine
11
combine
11
combine
Metrics and Rankings cont.
H
Change the size to 1/2”
thick 5.5” long
J
I
Rubber Grip
Rubber Body
K
L
Rubber rings
periodically throughout Removable rubber
grips different sizes
pencil
M
Rubber Body
(durability)
N
make it out of Solid
Composite wood
Selection Criteria
Ease of handling
0
+
+
-
+
0
-
Ease of use
+
0
0
+
-
+
+
Safe
0
0
0
0
0
0
0
Identifiable
0
0
-
0
0
0
0
Durability
0
0
0
0
-
+
+
Ease of manufacture
-
0
-
-
-
-
+
Sum +'s
1
1
1
1
1
2
3
Sum 0's
4
4
3
3
2
3
2
Sum -'s
1
0
2
2
3
1
1
Net Score
0
1
-1
-1
-2
1
2
Rank
11
4
18
18
20
4
1
Continue?
combine
yes
no
no
no
no
no
Final Concept Screening
Concepts
A
Solid Wood
Body
B
Extended
Base
C
Pencil Case
Weig
hted
F
G
Grip
Label
Describing
Shape of Pencil
Pencil and
Graphite Have
the Same Color
Selection
Criteria
Wei
ght
Rati
ng
Safety
Ease of
use
Identifia
ble
Durabilit
y
Ease of
manufac
ture
26%
3
20
3
20
4
21
4
22
2
11
2
13
5
24
21%
1
7
3
20
4
21
3
17
5
28
2
13
5
24
26%
2
13
1
7
5
26
4
22
3
17
4
27
5
24
16%
5
33
5
33
3
16
4
22
4
22
3
20
3
14
11%
4
27
3
20
3
16
3
17
4
22
4
27
3
14
Rati
ng
Score
Rati
ng
Score
Weigh
ted
E
Weig
hted
Score
(%)
Total Score
Weig
hted
D
Extra Large
Pencil
Rating
Weigh
ted
Rating
Score
Weigh
ted
Rating
Score
Weigh
ted
Rating
Score
Score
15
15
19
18
18
15
21
yes
no
yes
yes
yes
no
yes
Rank
Continue?
Final sketch