Below are a series of resources and tool kits that we use in the design, development, production and publication of our projects and products. Each is a guideline based on a number of assumptions and generalisations taken from our research and experiences - so take with a grain of salt.



Outreach Methoud Cost Payoff
Blogs $ $$$$$
Magazine Articles $ $$
Instagram $ $
Studio Openings $ $
Gallery Events $$$ $$
Magazine advertising $$$$ $$
Social Advertising $ $
Blog Advertising $$$ $$$
Mail Chimp $ $
Word of Mouth $ $$$
Past Customers $ $$$
Trade Shows $$$$$ $$


Blogs Submit Link Email Vs Self Entry
Dezeen Email
Colosal Email
Core 77 Either
Design Milk Email
Design Boom Self Entry
Yanko Email
Notcot Self Entry
Boing Boing Self Entry
Design Sponge Self Entry
Design Taxi Self Entry
Mashable Either

Production / distribution

Production Cost / Risk Profit Share Distribution Scale
diy from home low high etsy / markets 1
studio mid high online shop 10
start outsourcing mid mid b2c & b2b 100
outsource everything high low b2b wholesale 1000
licence out low low NA NA

Common Sales Terms

C2C - Consumer to Consumer
B2C - Business to Consumer
B2B - Business to Business

NET30 - Retailer will pay you in 30 days
RRP - Recommended Retail Price
MSRP - Manufacturer's Suggested Retail Price
SKU - Stock Keeping Unit (product reference number)

Line Sheet - Spreadsheet document with product details
Trade Discount - For sales to interior design companies and architects (often around 15-20% discount)

Local Market - Set up a booth at a local market (C2C / B2C)
Pop Up - Temporary pop up store in a physical space (B2C)
Etsy style platform - Online marketplace (C2C / B2C)
Online Shop - Shop integrated into your website (B2C)
Dropship - Retailer takes orders and you ship the product directly to the customer (B2B)
Consignment - Retailer borrows product, pays you once product is sold to the customer (B2B)
Wholesale - Retailer bulk buys product from you and sells it to consumer (B2B)
Retail space - Your own physical storefront (B2C)



Initial ideation and exploration including rough sketches and a basic project scope. Ideas could be inspired by materials, technologies, manufacturing processes, collaboration efforts, new product categories, or personal passions. Deliverables for this stage are a selective mix of the following: idea's name, why, sketch, mood, keywords or target market.

Concept and opportunity clearly identified, Often a quick 'paper' prototype is useful for communicating the concept. Integral to the pitch is a detailed plan, including methodologies for how to test and validate the project along the way. Key points to establish at this stage are; What is the value proposition? What do we know already? What do we need to find out and what resources we need to find those things out? Deliverables for the plan should include a trello board, a Lean canvas business plan, timeline with key moments identified, summary deck/slideshow.

Using the plan to develop and validate the concept. This stage will involve several iterations and validation steps, with rounds of prototyping and CAD development. Other elements such as, packaging design, graphic design, user interface, durability, manufacturability, repairability, branding, sales, pricing and business plan will all need to be considered and resolved - often at the expense of each other. This stage is very much about balancing those elements in harmony with the project's value proposition. It is important to remember at this stage that the plan may change and evolve but should remain true to the essence of the project.

The final step of the process is the push to press and promotion effort. How will we launch the product or project, how will we measure its success? What is the breakeven sales point? What blog tier are we aiming for? Would an event make sense? Giveaway programs?








Investment Return Analysis

Project Hours Time cost Time Prototyping Investment Price point Profit Ratio Break Even Expected Sales Expected Profit
(unit) per week per hour weeks cost $ $ per unit % units units $
(formula) a b c d e =
(abc) + d
f g h =
e / (fg)
i j =
(i - h)gf
example project 10 15 4 200 800 200 0.06 67 250 2200

Google Sheets template here. Please make a copy before editing.



Lindsey Adelman

Charles and Ray Eames


Fort Standard

Rich Brilliant Willing


David Trubridge

Michael Anastassiades

Dieter Rams

Os Oos

Very Nice

Studio Gorm

Volker Haug



Ingo Maurer

Naoto Fukasawa

Ladies & Gentlemen Studio

Dan Flavin

James Turrell

Bloc Studios

Studio Swine


Pablo Designs


Allied Maker


David Weeks

Bouroullec Brothers

Nervous System

Tom Dixon


Studio E.O

Mies van der Rohe

Egg Collective

Goula / Figuera


Things we think are important

Have a Manifesto - put it on the wall. Make it big!

Identify a handful of goals for the year as learning opportunities

Buy a big dry erase yearly calendar / planner to go on the wall

Create specific job descriptions for staff - clearly establish expectations and responsibilities

Have a full day of "fun jobs" every now and then



Our Goals for the Year

Outsource a part or product to be manufactured locally

Outsource a part or product to be manufactured in another country

Licence out at least one product

Enter at least one design competition

Collaborate on at least one project with another company



Lean Canvas - Business Plan

HTML Table Generator - For generating HTML tables

Trello - Organising and planning

Slack - Communicating and in-studio messaging

D Scout - Design Research App

Investment Return Analysis - Google Sheet template

Cutlist - A simple, free online cut list calculator -