An entrepreneur needs investors, and ultimately a manufacturer and distributor. And these support people want to see a product that clearly solves a problem. If a product solves a problem, it can sell.

What tool supports all these goals? Animation. The investor can see what the entrepreneur has developed, and how it works. Potential manufacturers can see the product solving a specific problem. Distributors can put the animation on their website, or use it in advertising. End-users can see more clearly how to use it.

Often the entrepreneur has to dazzle investors before the device even exists. Animation is able to show the final device in an impressive context. Special effects catch the eye. Voice track and music create a mood.

All this requires the entrepreneur to select an experienced animator to create a realistic, virtual model of the product and to present it with impact and market appeal. Finding the right animator is the key decision.

What considerations are important? Consider these:

1) Does the animator's portfolio show artwork that matches the product in both quality and style?

2) Does the project need an animator with technical experience in the field? Ask for examples.

3) Are the two parties awake at the same time? Do you need face to face or phone contact?

4) Will the animator work closely with the client during development? Is the animator open to feedback? Evaluate the ease of communication between you and your potential animator.

5) Can the animator work with your data? Agree on formats for delivery in both directions.

6) Is the animator's portfolio wide and deep? Look for experience in areas beyond the immediate need.

A perfect example is the ShowerBall^TM. This product sells itself once the user understands what it does. This 100-second movie shows operation, installation and associated products without boring the viewer. The clip was used during investor negotiations and is now a major component of the marketing campaign. And the clip existed before the product.

Paul O'Brien, a developer of the Showerball^TM, said, "This animation helped convince more than one investor we had a winner. We are very proud of the presentation. It will be used on high definition screens in the retail markets."

An entrepreneur would do well to find an animator who cares about mutual success as much as a paycheck. Studying different animators' websites is a good start in choosing your animator. See what his or her niche is, and see if it matches your needs.

Animating a technical invention allows you to show your idea - even before you have a prototype - rather than try to describe it with words only.

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November 1, 2006

About the author: John Burch is the president and chief animator of Lizardfire Studios. With his engineering background, he specializes in product presentation, legal animation, and nanotechnology.