1. Gather information: target cost/value

Research and evaluate user satisfaction in terms of esteem value. These notions are difficult to pin down, as they involve totally subjective notions that you'll nevertheless have to quantify, in price and percentage terms.

The value given to a product can be a function of :

• of necessity (in the food industry, for example);

• rarity (the unique product);

• of the symbol represented ;

• quality ;

• deadlines ;

• service (after-sales) ;

• brand image;

• the reputation of the builder, the size of the manufacturer, the status of the seller, etc. ;

• originality, innovation...