creativity and innovation in npd bic eryri 20 feb 2003 bic eryri presentation on: creativity and...
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Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
BIC Eryri BIC Eryri presentation on:presentation on:
Creativity and InnovationCreativity and Innovation
in NPD in NPD
Dafydd Glyn DaviesDafydd Glyn Davies
Chief ExecutiveChief Executive
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
Aim to CoverAim to Cover
BIC Eryri: 5 minute tourBIC Eryri: 5 minute tour
Business development realities/challengesBusiness development realities/challenges
NPD vs Offer DevelopmentNPD vs Offer Development
Key BIC Eryri approachesKey BIC Eryri approaches
Creativity and Innovation in action Creativity and Innovation in action
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
BIC EryriBIC Eryri North Wales based innovation services business North Wales based innovation services business
NPD, marketing, creativity, MR, IP exploitation, NPD, marketing, creativity, MR, IP exploitation, technology venturing and project managementtechnology venturing and project management
Across all sectors: food, environmental, Across all sectors: food, environmental, healthcare, ICT, electronics, marine, healthcare, ICT, electronics, marine, constructionconstruction
Currently undertaking £25M+ projects Currently undertaking £25M+ projects increasingly international in scopeincreasingly international in scope
13 F/T staff + 10 assocs13 F/T staff + 10 assocs
www.bic-eryri.comwww.bic-eryri.com for more info for more info
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
Realities and ChallengesRealities and Challenges
Global CompetitionGlobal Competition Firefighting vs Firefighting vs strategystrategy
Short life cycles/paceShort life cycles/paceLack of capital vs IRRLack of capital vs IRR
Tekkies and technologiesTekkies and technologies Staff and skillsStaff and skills
Today vs tomorrowToday vs tomorrow Trade restructuringTrade restructuring
(Bloody) Regulations(Bloody) Regulations Customer Customer expectationsexpectations
ICT/new mediaICT/new media IP and other animalsIP and other animals
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
NPD vs Offer DevelopmentNPD vs Offer Development NPD = New Product DevelopmentNPD = New Product Development
design, prototyping, alpha/beta testing, design, prototyping, alpha/beta testing, launchlaunch
Offer Development = “the full monty”Offer Development = “the full monty”
commercial propositioncommercial propositionconsumer (and trade) positioningconsumer (and trade) positioningbrand and packagingbrand and packagingproduct and service packageproduct and service packageconsumer and trade promotionsconsumer and trade promotions
At BIC Eryri NPD = Offer DevelopmentAt BIC Eryri NPD = Offer Development
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
Approaches to NPDApproaches to NPD Iterative process focused upon delivery of Iterative process focused upon delivery of
COMMERCIAL PROPOSITION and POSITIONINGCOMMERCIAL PROPOSITION and POSITIONING
MUST be driven from top, delivered from bottomMUST be driven from top, delivered from bottom
Typical elements:Typical elements:
-- current market and target customer current market and target customer dynamicsdynamics
-- 2-5 yrs ahead: via mapping, projective work2-5 yrs ahead: via mapping, projective work
-- assessment of client strategies, resourcesassessment of client strategies, resources
-- obsession with marketing rather than tech.obsession with marketing rather than tech.
-- clear product/tech specs, part of offer dev. clear product/tech specs, part of offer dev.
-- interactive feedback: product/offer conceptsinteractive feedback: product/offer concepts
-- total project managementtotal project management
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
CreativityCreativity
Left Side
Research, Logical, Analytical Thinking
screen & evaluate sensible ideas
Stimulus Material
Right Side
Create / Intuitive Thinking
generate loads of wacky, way out ideas
Promising Ideas > Promising Ideas >
Offer DevelopmentOffer Development
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
Concept DevelopmentConcept Development Expressions of ideas for products, offer, Expressions of ideas for products, offer,
businesses ....feedstock of NPDbusinesses ....feedstock of NPD
A “black art” for MR, for comms and pre-selling A “black art” for MR, for comms and pre-selling
Benefits: bring ideas to life, people react, Benefits: bring ideas to life, people react, process of crystallisationprocess of crystallisation
Extensively utilised from start to finish to check Extensively utilised from start to finish to check on fundamentals to specific of marketing mixon fundamentals to specific of marketing mix
BIC Eryri: businesses, ventures, products, BIC Eryri: businesses, ventures, products, technologies, brands, positionings, technologies, brands, positionings, promotions .....alongside in-depth MRpromotions .....alongside in-depth MR
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
Halen MonHalen Mon
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
Aber InstrumentsAber Instruments
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
CAWS – Welsh Cheese Producers CAWS – Welsh Cheese Producers
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
Diolch / Thank youDiolch / Thank you
www.bic-eryri.comwww.bic-eryri.com