i npd mfei 5 10
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Managing the Front End of InnovationTRANSCRIPT
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>>>>>>>> Accelerating ideas to profits >>>>>>>>
Managing The Front End of Innovation
“Discover, cultivate and transform
good ideas into exciting new
products and services ”
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www.inpdcenter.com * [email protected] * 760.505.3586
NPD Life Cycle
Preliminary
Opportunity
Identification
Idea
Generation,
Market &
Technology
Analysis
Specification
& Design
Prototype Test
& Validate
Volume
Manufacturing
Market
Launch
Phase Zero:
Product
Concept
Phase One:
Feasibility and
Project Planning
Product &
Portfolio
Strategy
Pre-Phase 0
(ongoing)
ONGOING Product & Portfolio Strategy Formulation and Feedback
NPD
Execution<< Front End >>
Go / No-Go
Decision
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www.inpdcenter.com * [email protected] * 760.505.3586
Uncertainty vs. NPD Strategy
Technical
Innovation
Market
Innovation
Radical
Innovation
Incremental
Innovation
Low High
Technical Uncertainty
High
Low
Market Uncertainty
Source: Lynn and Akgun
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MFEI: Balancing Creativity with Structure
OrderChaos
No revenue
Nothing gets done or
Solutions looking for
problems
Lots of ideas, minimal
constraints
Creative
Risk of market decline Innovation and
Breakthrough
Incremental
Improvements & “Me-
too” products
Customer and Market
focus. Market
understands and
values innovation
Systematic approach
with process models
VOC Centric, Flexible,
Iterative &
Experiential Approach
Structured Balance
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Design Thinking Balance
Desirability
Feasibility
Viability
Source: Tim Brown - IDEO
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The ideal Product
• Customer’s reception of the product is
overwhelming!
• The product performance is absolutely
amazing – beats all the competition
• The cost is extremely low – much lower
than all the competitors!
• The product is so unique that nobody else
delivers a similar product
• Quality and reliability is best in class
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www.inpdcenter.com * [email protected] * 760.505.3586
Reality Gaps in the NPD Process
• Customer reception is low– VOC information incorrect?
• Product performance is inadequate– Flawed information transformation process and information & creation process
• Excessive cost– Development, Production, Operational
• Excessive competition– Me too product
• Inadequate quality and reliability– Upfront design flaws – immature technologies
– Lack of quality and development discipline
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FEI & NPD is a “Learning” Process
• Learning what the customer really
wants and values
• Learning how to create and deliver
that value
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Innovation Diamond & Four Points of
Performance
Source: Dr. Cooper
A clearly articulated
Product Innovation &
Technology Strategy for
the business
Resource commitment &
focusing on the right
projects: Portfolio
Management
An idea-to-launch
framework for doing NPD
projects right: i.e. Stage-
Gate
The right climate &
environment for
Innovation: commitment,
support, effective NPD
teams, role of sr mgmt
Business's New
Product
Performance
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Product Strategy: Four important questions:
• Who will be the target customers?
– Target customers, market boundaries
• What products will be offered?
– Includes determining breadth and depth of
product line
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Product Strategy: (continued)
• How will products reach the customers?
– Specifies distribution channels to be used
• Why will the customers prefer our products
to those of competitors?
– Spells out the distinctive attributes and value
customers look for