20 Versions of Research Question

Research Question Focus

  1. How can reduce environment and animal influence for future fur products?
  2. How can balance commercial demand and eco-friendliness for fur industry?
  3. How can make fur without killing and polluting?
  4. How can rekindle public interest for fur industry?
  5. How can eliminate the stereotype of fur industry in public?

Status Investigation

  • The status of current genuine fur industry
  • Problems with the genuine fur in the eyes of the public
  • The status of current faux fur industry
  • Problems with the faux fur in the eyes of the public
  • Current industry transitions and research directions

Product Analysis

  1. What is the meaning for new product(bio-synthetic fur)?
  2. What is the advantage of new product(bio-synthetic fur) compared with current market products?
  3. What is the disadvantage of new product(bio-synthetic fur) compared with current market products?
  4. What is the main difficulty for new product(bio-synthetic fur)?
  5. What is new product(bio-synthetic fur)still struggles with?

Market Analysis

  1. What is main competitor for new product(bio-synthetic fur)?
  2. What is the position for new product(bio-synthetic fur)?
  3. What is the main audience for new product(bio-synthetic fur)?
  4. What is the market value for new product(bio-synthetic fur)?
  5. How can popularize the new product(bio-synthetic fur)?

Research Tour

Laboratory tour

From the 12th to the 18th of July, I embarked on a week-long research trip in the United States. I visited School of Engineering, Columbia University and talked to PhD student, Zhou and Professors Chandran there about the details of bio-synthetic fur.

I went into the laboratory to see the various experimental equipment and to experience  the sealing tests that were being carried out in the laboratory on that day.

At the same time, I had an in-depth conversation with Zhou and Prof Chandran about the feasibility of collaborating on the bio-synthetic fur, the duration of the experiments, the possible parties involved in the experiments, and other collaborative matters. First of all, Dr. Chandran agreed with the theoretical feasibility of my proposal, but also pointed out the difficulty of combining hair and skin, therefore, the specific methodology that would be applied on achieving bio-synthetic fur would be worked out by the KC Lab in collaboration with experts in stem cell transplantation. As a collaborative project, KC Lab showed a great deal of enthusiasm and clarity. Dr. Chandran expects the project will last for two years, and that the exact timing, budget, and collaboration agreement will be decided in subsequent meetings, along with the methodology.

Stakeholder Investigation-3

With Abbey Li (Fashion Base)

As my classmate, Abbey Li is a fashion designer, model and stylist. I was glad to have a chance to talk deeply with her about bio-synthetic fur. The investigation with Abbey was  mainly about her overall impression to bio-synthetic fur, personnel suggestion and potential collaboration expectation.

Our investigation actually was happen after we meet Dr.Will in St. James Cafe together. Along with the speaking with Dr.Will, I naturally invited Abbey join my investigation and gave me some opinions. I was really appreciate that Abbey give a strongly positive feedback when I firstly mentioned bio-synthetic fur to her. As a intensive fashion stakeholder, Abbey know the status of fur and faux fur usage in fashion industry. Moreover, she also agree with my pain point analysis about current fur industry. Therefore, she pointed the importance about the industry transformation and meaningfulness about bio-synthetic fur research.

Running as a brand or running as a commercial project(company), this is actually the biggest difference between Abbey’s opinions and other stakeholders. Abbey’s talking  offer a new dimension for bio-synthetic fur’s development. Due to Abbey’s background, she naturally emphasize the meaning and advantages for brand base. She suggested me regard bio-synthetic fur as brand. Then, using the method of branding to develop whole project. This is a thought of B2C business essentially. Compared with my original thinking(mostly seeking to B2B collaboration), running as a brand can reach influence to public further, which can lead the famous of bio-synthetic fur and achieve higher profit in the end.

Based on my introduction about bio-synthetic fur, Abbey also gave me advice in filed of personnel. Currently, the project is settled by me and Jason who is in charge of technology aspect. We are friend and high school classmates, which means we have similar background even expertise in different direction. In consideration of team diversification, Abbey hoped me can invite people who are from different regions, education and culture background to involve in project. In her word, it can help whole project to gain trust(financing base) and opinions(development base) from bigger range of people.

Finally, Abbey also share her personal expectation to bio-synthetic fur. She thunk bio-synthetic fur is on a blue ocean market and it is positive breakthrough for fashion and material industry. She also told me that she can provide some help for later brand and designer collaboration. She believed a successful running of this project can gain plenty of prizes and opportunities. Overall, she encouraged me a lot and I was so pleasure to make interview with her.

Stakeholder Investigation-2

With Kim Judge (Marketing Base)

As an alumina from Applied Imagination, Kim is expertise in marketing and copyright knowledge. It is obvious to find Kim is a self-orientated goal achiever from the conversation. The investigation with Kim actually ran in 2 separate time. The content can be divided into 3 aspects: impression of bio-synthetic fur, suggestion of copyright and patent application and advice about seeking investor.

It was my pleasure that Kim gave a huge appreciate to my idea. She pointed bio-synthetic fur makes her shiny for alumina meeting session. From first investigation, she emphasized the creativity of bio-synthetic fur. Moreover, based on my illustration for competitor, Kim’s analysis (the advantage and disadvantage of big stakeholder collaboration) increase my confidence to concentrate on my routine, meanwhile, she encouraged me to explore more competitors and research more information for known competitors. From her, I realize the importance of competitor analysis in marketing horizon: a complete understanding for competitor can lead better improvement for own project.

The investigation for Kim actually were mainly focus on copyright and patent application. Firstly, she showed the importance and emergency of IP protection about bio-synthetic fur. During our first conversation, Kim hoped me can apply for patent as soon as possible. Secondly, she also took concern about the applying area. She suggested me to apply patent in USA, UK and China at same time due to my plan for R&D, manufacture and marketing will base on those region respectively. Furthermore, in respect of patent application in UK, she taught me more knowledge such as pre-filling research and initial patent pending. Those services actually were all related to IP protection and some are alternative for patent application due to insufficient materials. Inspired by Kim, I Indeed find a patent agency to helped me for professional IP protection.

Thirdly, Kim also gave me some of her personal opinions toward pitching and investment. She provides me a totally different idea about financing: no bounding and seeking as much as possible. To be honest, it is opposite to my original thought: finding a sincere investor or shareholders for stable and exclusive collaboration. Admittedly, my original thought may be easier to gain trust from big investor, however, Kim’s principle ccould lead more profit and long-run flexibility for bio-synthetic fur objectively. Finally, Kim actually told me some investors and organization about biotechnology and environment engineering in UK base. With her insight, I find the direction to do pitching for both real financing and project intervention.

Last but not least, It was really appreciate to talk with Kim. The investigation of Kim enrich plenty of knowledge demanding on whole project running and her thought widen my dimension to think about bio-synthetic fur.

Stakeholder Investigation-1

With Will Medd (Scientist & Investor)

Thanks to the recommendation from tutor, Zuleika. I gained a chance to talk with Will Medd. Will is a scientist and long friend with Applied Imagination. According to his own introduction, his study background is physics and he worked for Babcock International Group, The World Bank and Department for Business and Trade, UK as advisors and consultant before. Now, he is the founder of Goldsmith Partner, a company expert in technical Due Diligence, technology horizon scanning, technology selection, integration and implementation, international business development and trade Advice, technical bid writing, new market strategy and tech startup mentoring.

The talking with Will is concentrating on 3 aspects: pitching feedback, operation strategy and other adjustment advice. It was so glad Will show interest to bio-synthetic fur through my pitching presentation and his talking gave me strong confidence to continue developing bio-synthetic fur.

As a intensive consultant and advisor, he pointed my direction was related to at least 3 trusts who are interest about investing animal welfare and environment protection. That was a huge boost to my project. In respect of my current working, he gave me suggestions in 2 aspects. Firstly, properly written budget models are essential in a commercial pitching, which allows investors to better understand the financial metrics of the project and to give them a sense of the professionalism of the project planning. Secondly, Will encouraged me to produce relevant samples as soon as possible, as even a small output would greatly increase the confidence of the outside world, which in turn would influence the financing in the future.

While acknowledging the collaboration, he made two suggestions, the first being whether it was appropriate for KC Lab, as a laboratory with a leading focus on earth and environmental engineering research, to study bio-synthetic fur as a new material, and here he suggested that I should do more research. And the second being that, in view of above, he suggested that when I sign a documented collaboration agreement with KC Lab, I must be clear about all the terms of the collaboration in order to prevent myself from being put in a corner by some binding terms. As a start-up project, these are two very practical tips that injected more holistic consideration to my pre-departure preparation to USA.

Last but not least, In terms of considering who to invest in, Will also gave me great insight, due to some big brands of placing separate bets to reduce risk, in addition to what I wrote in my pitching, I could try to approach some investors in competing projects, which might be a new way forward. To be honest, this is a new philosophy that I hadn’t learned from conversation with any other stakeholders before, and it was the most rewarding part of the Will’s interview because it broadened my mind all of a sudden.