Product Description

Describe your product or service concisely, but specifically, in no more than three (3)double spaced pages and written in formal business style. The most importantrequirement for this assignment is that after reading it your instructor has a clearunderstanding of your product/service/non-profit, what it does for the consumer and howit works or functions.

This is NOT a sales pitch. Do not use this section to promote or advertise yourproduct. Product descriptions which do so will be penalized in grading. Rather, thisis a factual and objective description of your product. Some information youtypically include:

•  The name of your product
•  What it does
•  How it works (functionality).
•  What it looks like
•  Key design elements
•  What makes it special or uniqueNote: for services you should adapt the above list to fit an intangible product. Yourconcentration will be what services you provide for your customers.
• Example:Product Description with Feature and Benefit AnalysisNOTE: This example is for a dog training device called Invisible Leash. Your descriptionand FAB chart may vary depending on your product or service. Note the formatting anddouble spacing.

EXAMPLE- Is the product as mobile as they are? Dog owners wantthe comfort of knowing that wherever they are, they can still have control of their dog.They want to jog at the park and take their “best friend” on trips with them. To this end,we believe that although the many invisible fences available fulfill a niche on the market,research suggests that our product is better equipped for a mobile, active person.

Team Dog Collar recognizes that our product will not replace the traditional leash.Therefore, we will focus our promotion on people with active lifestyles, early adopters and“techies”. Since we are a providing a unique product in a broad market, direct competitionis limited. “Invisible Leash” will, however, be up against higher end pet products thatcompete for the consumer’s pet related discretionary dollars.

The specifications of The Invisible Leash, such as weight, quality, and ease of useare of prime importance to our customers. Our customers are active people and want asmall, sleek, quality device that will fit into their active lifestyle.

The Invisible Leash will be of top quality, in workmanship and choice of

materials. The product will not be limited due to the nature of the building materials.

Product quality control will be implemented from the initial design of the product to

production. The Invisible Leash will have a product warranty on all parts and labor.

Product Functionality and Design

The product consists of two components. The human element is a phone-sized unitthat functions as the control and the pet attachment is an electronic collar similar to thoseemployed by existing pet management products.

The control unit offers settings that allow the owner to setthe “roaming distance” and the desired reinforcement,either a sound or, for more stubborn breeds, a mild electricshock. The control unit can also be set for an audible toneor vibration. When the pet strays more than the proscribeddistance the unit signals the collar, executing thereinforcement and alerting the owner.

Both units are available in a number of colors and sizes to fit any breed andcompliment the owner’s personal style. We also offer a smart phone app that tracks the useof the unit, how far the dog has traveled in a day and other functionality that might betypically expected in an app. It is compatible with most major platforms, including manytablets.

Invisible Leash is, of course, a product both newly designed and new to theconsumer. Consequently, there are limited current issues of any significance with regardto product performance, customer satisfaction, market presence, or warranty concerns.

Team Dog Collar has completed the design of Invisible Leash and is in the processof securing patents for both the design of the overall product and for the EPROM thatcontains the firmware used in the core functionality. Additionally, the product name hasbeen Trademarked and the tag line “The Only Thing Visible About Invisible Leash… AreThe Results” has been copyrighted.

The core competency of the company and its staff is sales, marketing, and productinnovation. Consequently, most other functions have been contracted to third partyproviders. Manufacturing will be outsourced to a Mexican firm, Matamoras ElectronicManufacturing, who has significant experience in small item consumer electronics. Thefirm has a good reputation for quality and there is substantial American investment andoversight. MEM is also equipped to package the product on sight.