1. Colored Pencil Curran, David, Abriam, Mashari

2. 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

3. 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.

4. Mission Statement Product DescriptionColored pencils designed as shapes Key Business Goals Product introduced in 4 th quarter 2013; Goal: to sell 5 million pencils 20% share of stationary market by 2017 Primary MarketToddlers Secondary MarketCollectors Assumptions Recognizable shapes; writes in the color of the pencil/shape StakeholdersUser, retailer, sales force, production

5. 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

6. Customer needs QuestionCustomer StatementInterpreted Need Typical uses I need a toy that helps my child learn about the different colors The toy is colored to help children remember and identify colors I want my child to develop their fine motor skills The toy can be used to write to help develop fine motor skills LikeI like that the toy is non-toxic The toy prevents toxins from entering the child’s skin I like how the toy is easy to hold and doesn’t fall out hand The toy made from light material I like how the toy can be dropped without breaking The toy is durable Dislikes The toy does not match the color of the marks The toy matches the color of the marks The toy is small enough to choke on The toy is a reasonable sixe to prevent choking Suggested improvementsA 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 from the toy The toy is able to be erased with a certain eraser

7. Hierarchy and Grouping O Primary needs: O The pencil is easily identified and used by children. O O Secondary needs: O The pencil is comfortable to hold and can be used easily: O The pencil fits the shape of a child's hand O The pencil is easy to grip O The pencil is durable, made of good materials O The pencil is not too long or too short for a child's hand O The pencil has an eraser O The pencil is the right width for a child's hand O The pencil writes clearly O O The pencil is safe O The pencil is made of a nontoxic material O The eraser is made of a nontoxic material O The eraser does not come off/out of the pencil easily O The pencil is not sharp enough to puncture skin O The lead is nontoxic O O The pencil is easy to identify O The shape of the pencil is clear O The color of the pencil matches the color of the lead O O The pencil is easy to take care of O The pencil fits into a standard sharpener/is easy to sharpen O The pencil lead does not break easily

8. 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

9. Metrics needsMetrics Pencil is easy to hold/ comfortable to hold/easy to identify Pencil has radius bigger than 1/8 and smaller than ¾ of an inch Pencil will not be choked onPencil 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 clearlyLead is no smaller than.5 mm Pencil is durable Pencil radius is no smaller than 1/4 of an inch Pencil is non-toxicMaterials contain no toxins harmful to humans

10. 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

11. Metrics and Rankings Selection Criteria A The color of the pencil is the same as the graphite B The shape of the pencil written on pencil C List of things that are same shape as pencil D The Pencil comes with a case that each pencil fits in E Change the size to 1/4” thick 4” long F Change the size to 1/4” thick 7” long G Change the size to 1” thick 12” long Ease of handling000+000 Ease of use0000+++ Safe0000000 Identifiable++++000 Durability0000000 Ease of manufacture+0+-- -- Sum +'s2122111 Sum 0's4543444 Sum -'s0001111 Net Score2121000 Rank141411 Continue?yes no combine

12. Metrics and Rankings cont. Selection Criteria H Change the size to 1/2” thick 5.5” long I Rubber Grip J Rubber Body K Rubber rings periodically throughout pencil L Removable rubber grips different sizes M Rubber Body (durability) N make it out of Solid Composite wood Ease of handling0++-+0- Ease of use+00+ -++ Safe0000000 Identifiable00-0000 Durability0000-++ Ease of manufacture-0--- -+ Sum +'s1111123 Sum 0's4433232 Sum -'s1022311 Net Score01 -212 Rank11418 2041 Continue?combineyesno

13. Final Concept Screening Concepts ABCDEFG Solid Wood Body Extended Base Pencil Case Extra Large Pencil Grip Label Describing Shape of Pencil Pencil and Graphite Have the Same Color Selection Criteria Wei ght Rati ng Weig hted Rati ng Weig hted Rati ng Weig hted Rating Rating Rating Rating Score (%) ScoreScore Score Score Score Score Safety26%3203 421422211213524 Ease of use 21%17320421317528213524 Identifia ble 26%21317526422317427524 Durabilit y 16%5335 3164224 320314 Ease of manufac ture 11%427320316317422427314 Total Score 15 1918 1521 Rank Continue?yesnoyes noyes

14. Final sketch