Product Design is a formal procedure in the established firm. IT has precedent information to draw on from working in the market for a number of years; it has a history. The entrepreneur has little “design” culture to rely on and often is caught up in a hit or miss activity. When Bombardier made the decision to entre the sports vehicle market the company had over three decades of experience to rely on in coming up with a smaller, more manoeuvrable Skidoo.