Task 1: TASK 1: Produce range of new labels for use in pilots
Identified and then produced 7 different versions of the Freshtag labels. This included 3 variations of the Stock Rotation label and 4 variations of the Temperature Monitoring label.
Following the production of the labels, these were packed in a protected, CO2 rich environment ready for customer trials
Task 2: Customer Trials
Pilots were run with 4 key customers across a range of food service, supermarket retailer and restaurant operations. The identity of the customers cannot be disclosed at this time due to ongoing negotiations and confidentiality agreements but is included in the full report.
The trials were used to stress test the technology in a live environment, being placed on product entering and moving through the supply chain.
The trials were overseen and monitored by Insignia staff (with one exception) and ran for an average of 10 days.
Following the completion of each trial, a presentation and summary of results was produced for the benefit of both the customer and the Insignia team.
Task 3: Fachpack
Significant time and effort was invested in ensuring that the presentation of the exhibition booth was professional and clearly communicated the strengths and benefits of the technology.
In order to achieve the best possible results, Insignia engaged with existing contacts to gain advice and support on creation of wall mounted graphics and an eye catching video display to communicate the technology not just to the visitors to the booth, but to a wider online audience in advance of the show.
In addition marketing information in the form of take home leaflets was produced. The leaflets included a designated area to apply a functioning label to in order that the visitors to the booth would be able to witness the colour change of the label over the course of the show.
Task 4: Research Developing Markets
This piece of work which had been planned during the original application was not carried out as part of the project.
The full reasons are disclosed in the final report, but the decision was made that there was sufficient opportunity in the markets already targeted (UK, Europe and US) to focus on for now.
Market research was covered in part during the business plan and market gathering completed as part of Task 5.
Task 5: Business Plan
Through the course of the project, the key focus from all of the tasks, has been geared towards understanding the potential business opportunity for this technology.
A significant part of the work that took place at each stage of the project, was therefore geared towards understanding the wider market opportunity, establishing the best routes to bring this to the market, building a picture of the type of customers that would be interested in this technology, and starting to understand what the sales could look like.
A business plan has been developed and is being continually updated as the project moves forwards.
Conclusion
The success of this project cannot be understated at this time and the progress that has been made is highly satisfying. The funding received as part of the project, has enabled the team to fast forward the advanced customer testing required to bring this technology to market.
From the initial steps of proving the ability to scale up the technology, through to the successful trials with Brakes and Kroger, and the lessons learned from the not so successful trial with Autogrill, the project has offered up many learning experiences.
Not only has the business made a significant step forward towards commercialising this technology, but the team has undergone a transformational learning experience. The practical lessons, from the time spent with Macfarlane Labels, working with customers, attending the trade show and compiling the business plan, were augmented by the coaching that was supplied by Jim Dearie of UXL Ltd.
Whilst the project only ran for six months, the momentum that has been achieved, and the advanced awareness of the capabilities of the technology, means that the team is now well set to drive the commercialisation process forwards.
