2
FINDING OPPORTUNITIES & INCREASING SUCCESS OF INTRODUCTION
CREATE NEW BUSINESS
OPPORTUNITIES FOR ASSETS LIKE
BASIC MATER...
3
Alexander Van Damme
Business Development
alexander.vandamme@verhaert.com
4
Agenda Situating the challenge
Risks involved
How? -A 3 step approach
Conclusions
Why should you do it?
Find opportuniti...
5
Types of innovation
Duration of
competitive advantage
Development time &
Risk
High
Low
Low High
Technology
driven
Market...
6
• Material?
• Process?
• Technology?
• Component?
• Patent?
• Data?
• Competence?
• Production capacity?
• Brand?
• ….
W...
7
Gas barrier material
Pipes and
hoses
What are new
areas of
growth?
• Gas barrier material (oxygen, CO2, N2, etc)
• Trans...
8
Thermoset material Fuel system
Air supply
system
Powertrain
Cooling system
Brake
components
? Growth outside
the automot...
9
Innovating in the beginning of the value chain
Market development for technologies, for materials and
components
10
Specific challenges
High risk projects
Lack of knowledge of
the value chain
Too many options
Slow adoption rates
11
No guarantee of succes – but expectations are high
Long time to money
Plans are often vague at the start
High risk proj...
12
Lack of knowledge
of the value chain
The target customer is not your direct customer in the
value chain
The value chain...
13
Few options are excluded – everything is possible
Most options and target applications are general and
unspecific
The a...
14
Since so many stakeholders have to be convinced, the
adoption rates are slow. PVC took 15 years to grow to
significant ...
15
Reactive versus active application
development
Classical info sources: salesteams, suppliers,
contacts with clients, br...
16
A 3 step process
Finding opportunities Developing
opportunities
Convincing the
right market player
Using abstraction an...
17
Finding opportunities
We combine abstraction with datamining to find many
relevant opportunities from broad application...
18
Abstracting your product:
what problems does it solve?
People don’t want to
buy a drill,
they want a hole
19
High
rigidity Chemical
resistant
Low MVTR
Water absorption
Impact
resistant
Usable in challenging
environments, like
en...
20
Example: ‘Whiteboard’
Abstracting & Datamining to find new opportunities
Smooth surface
Scratch resistant
Heat treated ...
21
IPC Nr Description
E04F13/00 4 Coverings or linings, e.g. for walls or ceilings
A61K6/00 4 Preparations for dentistry
A...
22
Roof tile: porcelain layer on steel
backing plate.
Form stability, fire resistance,
corrosion resistance, waterproof,
s...
23
Outdoor table with integrated
Tepanyakki
Scratch resistant
T° resistant
Easy to clean
Aesthetic look – gloss finish
24
Developing opportunities
This is about understanding the added value
Your application should be highly attractive, or i...
25
Example
One of the opportunities we researched for Vyncolit was
the integration in induction hubs
The material allowed ...
26
Example New business development
opportunities based on
Quaryl material
27
Launch of the Squaro Edge 12
28
Convincing the right market players
Choosing who to target
– Where in the value chain
– What player?
Who within the org...
29
Who to target?
• The key decision maker in the value chain
• Most of the time, it’s not your direct customer, it will
b...
30
Talk about their problem
and how you will solve it,
Not about how fantastic
your product is
Talk to the business Not to...
31
Don’t expect them just to
buy your product
immediately
Go for a cooperation
where you can start
testing the integration...
32
Conclusions
So what do we bring to these projects?
Toolset
Active in
different
markets
Technical
assets
Creativity
Meth...
33
It’s about bringing your current assets to new markets
– Not a mere marketing activity
– Not a mere product development...
34
Slide 35
VERHAERT MASTERS IN INNOVATION®
Headquarters
Hogenakkerhoekstraat 21
9150 Kruibeke (B)
tel +32 (0)3 250 19 00
fax...
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Innovation day 2013 1.1 alexander van damme (verhaert) - create new business opportunities for basic materials

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Innovation day 2013 1.1 alexander van damme (verhaert) - create new business opportunities for basic materials

  1. 1. 2 FINDING OPPORTUNITIES & INCREASING SUCCESS OF INTRODUCTION CREATE NEW BUSINESS OPPORTUNITIES FOR ASSETS LIKE BASIC MATERIALS, COMPONENTS & TECHNOLOGIES CONFIDENTIAL Alexander Van Damme Business Development alexander.vandamme@verhaert.com THEME 1 : STRUCTURED EXPLORATION IN THE FRONT END OF INNOVATION
  2. 2. 3 Alexander Van Damme Business Development alexander.vandamme@verhaert.com
  3. 3. 4 Agenda Situating the challenge Risks involved How? -A 3 step approach Conclusions Why should you do it? Find opportunities Develop opportunities Convincing the right player
  4. 4. 5 Types of innovation Duration of competitive advantage Development time & Risk High Low Low High Technology driven Market & User driven Driven by Company Assets Driven by existing product Innovation driven by existing assets, Often this implicates lower technological risks, but significant market uncertainties.
  5. 5. 6 • Material? • Process? • Technology? • Component? • Patent? • Data? • Competence? • Production capacity? • Brand? • …. What is your asset?
  6. 6. 7 Gas barrier material Pipes and hoses What are new areas of growth? • Gas barrier material (oxygen, CO2, N2, etc) • Transparent • Hydrophilic • Scratch resistance • Low impact resistance
  7. 7. 8 Thermoset material Fuel system Air supply system Powertrain Cooling system Brake components ? Growth outside the automotive • Impact resistance • Mechanical strength • Chemical resistance • Temperature resistance • Lightweight • Mouldable
  8. 8. 9 Innovating in the beginning of the value chain Market development for technologies, for materials and components
  9. 9. 10 Specific challenges High risk projects Lack of knowledge of the value chain Too many options Slow adoption rates
  10. 10. 11 No guarantee of succes – but expectations are high Long time to money Plans are often vague at the start High risk projects
  11. 11. 12 Lack of knowledge of the value chain The target customer is not your direct customer in the value chain The value chain is averse of change, and will be blocking the innovation
  12. 12. 13 Few options are excluded – everything is possible Most options and target applications are general and unspecific The added value in the intended application is not fully understood Too many options
  13. 13. 14 Since so many stakeholders have to be convinced, the adoption rates are slow. PVC took 15 years to grow to significant market volumes Often capital intensive applications, requiring excellent added value in order to justify the investments Risk averseness of market players: changing material or technology might bring benefits, but it will increase risks dramatically Slow adoption rates
  14. 14. 15 Reactive versus active application development Classical info sources: salesteams, suppliers, contacts with clients, brainstorms, fairs and conferences. This is reactive follow up of existing opportunities When being pro-active, you have several advantages: – First mover advantage – You will end up in more disruptive applications: new markets, not mere product variations – You can choose the high value applications – More control of the process – Supports a perception as innovative player
  15. 15. 16 A 3 step process Finding opportunities Developing opportunities Convincing the right market player Using abstraction and datamining to find opportunities Understanding the added value it can bring to the target application, and maximising it Choosing the right target, the right arguments and the right model
  16. 16. 17 Finding opportunities We combine abstraction with datamining to find many relevant opportunities from broad application fields You don’t know the application, you don’t know how your features are appreciated So include secondary and unimportant features, they might proove to be vital
  17. 17. 18 Abstracting your product: what problems does it solve? People don’t want to buy a drill, they want a hole
  18. 18. 19 High rigidity Chemical resistant Low MVTR Water absorption Impact resistant Usable in challenging environments, like engines, production installations Gass barrier Preserving foods light & strong Keeping the content dry Translucent Showing content Abstracting
  19. 19. 20 Example: ‘Whiteboard’ Abstracting & Datamining to find new opportunities Smooth surface Scratch resistant Heat treated enamel powder (porcelain) on steel backing T° resistant Easy to clean Aesthetic look – gloss finish
  20. 20. 21 IPC Nr Description E04F13/00 4 Coverings or linings, e.g. for walls or ceilings A61K6/00 4 Preparations for dentistry A47J36/00 3 Parts of cooking-vessels F27B3/00 2 Hearth-type furnaces, e.g. of reverberatory type ; Tank furnaces H01M8/00 2 Fuel cells A01K61/00 1 Culture of fish, mussels, crayfish, lobsters, sponges, pearls or the like A47G7/00 1 Flower holders or the like A61K8/00 1 Cosmetic or similar toilet preparations A61L27/00 1 Materials or coatings for grafts or prostheses E01C9/00 1 Special pavings ; Pavings for special parts of roads E02B3/00 1 Engineering works in connection with control or use of streams or rivers E04D1/00 1 Roof covering by making use of tiles, slates or shingles F04C18/00 1 Rotary-piston pumps specially adapted for elastic fluids What areas within ‘cements or building material’ mention ‘porcelain’ or ‘enamel’ and ‘steel’ or ‘iron’ or ‘metal’ Based on +/- 400 patents Datamining – patent resources
  21. 21. 22 Roof tile: porcelain layer on steel backing plate. Form stability, fire resistance, corrosion resistance, waterproof, surface hardness Porcelain coated stainless steel heating cooker. Providing a durable, heat resistant cooker Protection plate for underwater Prevents corrosion, but also growth of marine creatures
  22. 22. 23 Outdoor table with integrated Tepanyakki Scratch resistant T° resistant Easy to clean Aesthetic look – gloss finish
  23. 23. 24 Developing opportunities This is about understanding the added value Your application should be highly attractive, or it shouldn’t be You should make a difference in the value driver
  24. 24. 25 Example One of the opportunities we researched for Vyncolit was the integration in induction hubs The material allowed faster heating, and smaller dimensions After tests, we knew the heating speed was 8% faster, this was not disruptive enough, so the application was dropped
  25. 25. 26 Example New business development opportunities based on Quaryl material
  26. 26. 27 Launch of the Squaro Edge 12
  27. 27. 28 Convincing the right market players Choosing who to target – Where in the value chain – What player? Who within the organization What to tell them? What after this first introduction?
  28. 28. 29 Who to target? • The key decision maker in the value chain • Most of the time, it’s not your direct customer, it will be a brand owner • Go for a market leader or market challenger, that has a need to innovate Dry run your pitch with a smaller player
  29. 29. 30 Talk about their problem and how you will solve it, Not about how fantastic your product is Talk to the business Not to the R&D department
  30. 30. 31 Don’t expect them just to buy your product immediately Go for a cooperation where you can start testing the integration of your material
  31. 31. 32 Conclusions So what do we bring to these projects? Toolset Active in different markets Technical assets Creativity Methodology
  32. 32. 33 It’s about bringing your current assets to new markets – Not a mere marketing activity – Not a mere product development activity But a combination of the two Conclusions This approach will bring a more focussed business development approach. Aiming at specific opportunities instead of shooting wildly at possible new applications
  33. 33. 34
  34. 34. Slide 35 VERHAERT MASTERS IN INNOVATION® Headquarters Hogenakkerhoekstraat 21 9150 Kruibeke (B) tel +32 (0)3 250 19 00 fax +32 (0)3 254 10 08 ezine@verhaert.com More at www.verhaert.com VERHAERT MASTERS IN INNOVATION® Netherlands ESIC European Space Innovation Centre Kapteynstraat 1 2201 BB Noordwijk (NL) Tel: +31 (0)618 12 19 19 derk.schneemann@verhaert.com More at www.verhaert.com MASTERS IN INNOVATION® is a platform set up by VERHAERT to train, stimulate and incubate you as an innovator. We provide an extensive training program with different tracks and covering critical areas of new products and business innovation. Furthermore we manage the VERHAERT venturing program and organize our Innovation Day, an annual conference on best practices and insights on new products & business innovation.

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