Magnolia Chair PID
- Ned Volk (Unlicensed)
Project Name | The Magnolia Chair |
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Designer/s | @Pearson Bulmer (Unlicensed) |
Project Deliverable | Design, develop & commercialize timber dining chair |
Start Date | Dec 21, 2021 |
Target Launch | Post Autumn 2023 |
Target Price Range | Comparative to Amara |
Internal Resource Est. | 0.25 - 0.5 FTE during design & dev Project length = 9 - 12 months |
Project Budget |
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Exp. CAPEX Cost |
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Product Proposition
This is a new to world collection of timber chairs tables. The collection champions solid wood whilst still being visually light. Proportionally, The chair and table has been designed to have a small footprint so that they suit smaller apartments, which is currently a gap in our range. With the leather being the predominate feature, the Magnolia range will be pitched as a more prestigious chair then our current timber chairs.
Designed as a King interpretation of the classic leather chair, the magnolia balances comfort, style and durability.
Dining armchair
Dining chair
Range Gap
What gap in the range is this product addressing?
Requirements for Success
What is the target requirements to make this a successful project?
Requirements |
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Fills gap in range for small footprint dining |
More comfortable than a traditional sling chair |
It is stackable (two per box for shipping) |
It is relatively lightweight and strong construction |
Introduces a lighter timber into the collection e.g. American Oak |
Made with a new solid timber supplier (In Thailand?) |
Key Risks & Considerations
What are the key risks involved in the project?
e.g. manufacturing risks, design complications, bottlenecks in the timeline, commercialization risks, brand discrepancies
Key Risks | Mitigation plan (Concept refinement phase) |
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Setting up new supplier relationship |
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Creating cost-effective collection |
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Ensuring strong an durable timber joints (testing required) |
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Differentiating to reduce sales cannibalization |
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Does there need to be compliance testing? |
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Design, Develop & Test
What Must be Designed?
The look of the chair
The materials
The timber palette
What must be Developed?
Joints and construction
Patterns
New supplier relationship
What must be tested?
Joint strength
Ergonomics
Supplier production
Manufacturing Scope
Manufactured In-house
Seat cushion
The leather pattern
Packaging?
Procured Externally
Timber frame
Timber finishes
New supplier to be commissioned
Resourcing Estimates
Project Length | ||||||
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P I r n o t j e e n c s t i t y |
| Less than 3 months | 3 - 6 months | 6 - 9 months | 9 - 12 months | 12 months + |
High Designer = 1.0 FTE + | Medium | High | Very High | Very High | Very High | |
High-Med Designer = 0.75 - 1.0 FTE | Medium | High | High | Very High | Very High | |
Med Designer = 0.50 - 0.75 FTE | Low | Medium | High | High | Very High | |
Med-Low Designer = 0.25 - 0.50 FTE | Low | Low | Medium | Medium | High | |
Low Designer = 0 - 0.25 FTE | Low | Low | Low | Low | Medium | |
Initial Concept Ideation & Sketches
360 Marketing
For marketing to complete
360 Marketing plan
Sustainability
•How is this product going to hint towards the sustainable future KING strives for?