2
Product roadshows in an early
development stage: Pros & Cons
CONFIDENTIAL
Jef Aernouts
Consultant applied physics and sy...
3
Jef Aernouts
2012 – now Consultant Applied
Physics and Systems, Verhaert
2007 – 2012 PhD in Physics, University of Antwe...
4
Content
1. The title
2. Based upon a true story…
3. What makes a good demonstration?
4. Early stage demonstrations: disc...
5
Product roadshows in an early development stage
Source: merriam-webster.com/dictionary
6
Product roadshows in an early development stage
7
Concept
generation
Lab-scale
testing
Demon-
strator
Detailed
design
Proto-
typing
…
Production
Product roadshows in an e...
8
Product roadshows in an early development stage
Example: Chromascope (measure color and fluorescence in rough diamonds)
...
9
CONFIDENTIAL
Based upon a true story…
10
Who?
• Initiative
• Contacts with relevant industry
• “Commercial”
• Product development
• Testing
• “Technical”
+
11
What?
Tool for measuring boreholes in aviation industry
Production  Research
12
What?
• HQMS: Hole Quality Measurement System
• Revolutionary device:
13
Where?
Roadshows to…
March 2013
• Dallas (F-35)
• Tampa (F-16)
• Atlanta (C-130)
April 2013
• Nantes
•Toulouse
14
Concept
generation
Lab-scale
testing
Demon-
strator
Detailed
design
Proto-
typing
…
Production
When (in the development...
15
When (in the development stage)?
Breadboard:
16
CONFIDENTIAL
What makes a good demonstration?
17
What is a good demonstrator?
The cheapest solution to demonstrate the Front End of the product:
• Demonstrating the mea...
18
What is a good demonstrator?  HQMS
The cheapest solution to demonstrate the Front End of the product:
• Demonstrating ...
19
What is a good demonstrator?  HQMS
The cheapest solution to demonstrate the Front End of the product:
• Demonstrating ...
20
From “one trick” towards engagement
• Creating a momentum
• Build upon insights during the roadshow
21
From “one trick” towards engagement  HQMS
• Creating a momentum
• Build upon insights during the roadshow
Experiences ...
22
A good demonstration
Business
factors:
Budgets &
timing
Technical
risk factors:
Demonstrated
functionality
Human
apprec...
23
Business
factors:
Budgets &
timing
Technical
risk factors:
Demonstrated
functionality
Human
appreciation
factors:
Usabi...
24
Business
factors:
Budgets &
timing
Technical
risk factors:
Demonstrated
functionality
Human
appreciation
factors:
Usabi...
25
A good demonstration  HQMS
Business
factors:
Budgets &
timing
Technical
risk factors:
Demonstrated
functionality
Human...
26
It is not just a technical demonstration
27
It is not just a technical demonstration
It is about creating interest and confidence
28
CONFIDENTIAL
Early stage demonstrations: discussion
29
Early stage demonstrations… are not new
High investment cost
e.g. real estate
30
Early stage demonstrations… are not new
High investment cost
e.g. real estate Niche market
e.g. aviation industry
31
Early stage demonstrations… are not new
High investment cost
e.g. real estate Niche market
e.g. aviation industry
Inten...
32
Early market feedback
• For niche markets
• For highly investment intensive R&D projects
33
Early market feedback
• For niche markets
• For highly investment intensive R&D projects
• Turning around the learning ...
34
Early market feedback
• For niche markets
• For highly investment intensive R&D projects
• Turning around the learning ...
35
Feature management
User-centered design: customize product to specific needs user
Source: www.dcndx.com
1
36
Feature management
User-centered design: customize product to specific needs user
Early stage feedback  Reduce impleme...
37
Feature management  HQMS
Learned from early stage demonstration with HQMS:
• Work on carbon fiber materials
• Mounted ...
38
Feature management  HQMS
Learned from early stage demonstration with HQMS:
• Work on carbon fiber materials
• Mounted ...
39
Risk management
Early detection of risks allows measures at lower costs and with less impact on schedule
“Fail fast, fa...
40
Risk management  HQMS
Learned from early stage demonstration with HQMS:
• Rough handling in production: dust, dropped…...
41
Budget management
Early stage roadshows allow…
not to spend more money
than needed.
3
42
Budget management
Early stage roadshows allow…
not to spend more money
than needed.
to amortize development cost on
pro...
43
Budget management
Early stage roadshows allow…
not to spend more money
than needed.
to have early go/no-go decisions.
t...
44
Budget management
Early stage roadshows allow…
not to spend more money
than needed.
to have early go/no-go decisions.
t...
45
Budget management  HQMS
Early stage roadshows allow…
not to spend more money
than needed.
Low-budget demonstrator
~ 20...
46
CONFIDENTIAL
Conclusions
47
Product roadshows in an early development stage
• IP position
• Readiness (cf. iPhone 1)
• Unfinished product
• Lead us...
48
Product roadshows in an early development stage
•Know your audience
•Consider the pros and cons
•Manage expectations
•H...
49
Risk based development methods
Cut
• Development
phases
• Functional
subsystems
Tangible
• Visualize
• Simulate
• Test
...
50
51
VERHAERT MASTERS IN INNOVATION®
Headquarters
Hogenakkerhoekstraat 21
9150 Kruibeke (B)
tel +32 (0)3 250 19 00
fax +32 (...
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  • Innovation day 2013 2.2 jef aernouts (verhaert) - product roadshows in an early development stage

    1. 1. 2 Product roadshows in an early development stage: Pros & Cons CONFIDENTIAL Jef Aernouts Consultant applied physics and systems Jef.aernouts@verhaert.com THEME 2: RISK MANAGEMENT IN INNOVATION
    2. 2. 3 Jef Aernouts 2012 – now Consultant Applied Physics and Systems, Verhaert 2007 – 2012 PhD in Physics, University of Antwerp 2003 – 2007 Master in Physics, University of Antwerp jef.aernouts@verhaert.com
    3. 3. 4 Content 1. The title 2. Based upon a true story… 3. What makes a good demonstration? 4. Early stage demonstrations: discussion 5. Conclusions
    4. 4. 5 Product roadshows in an early development stage Source: merriam-webster.com/dictionary
    5. 5. 6 Product roadshows in an early development stage
    6. 6. 7 Concept generation Lab-scale testing Demon- strator Detailed design Proto- typing … Production Product roadshows in an early development stage
    7. 7. 8 Product roadshows in an early development stage Example: Chromascope (measure color and fluorescence in rough diamonds) Concept generation Lab-scale testing Demon- strator Detailed design Proto- typing … Production
    8. 8. 9 CONFIDENTIAL Based upon a true story…
    9. 9. 10 Who? • Initiative • Contacts with relevant industry • “Commercial” • Product development • Testing • “Technical” +
    10. 10. 11 What? Tool for measuring boreholes in aviation industry Production  Research
    11. 11. 12 What? • HQMS: Hole Quality Measurement System • Revolutionary device:
    12. 12. 13 Where? Roadshows to… March 2013 • Dallas (F-35) • Tampa (F-16) • Atlanta (C-130) April 2013 • Nantes •Toulouse
    13. 13. 14 Concept generation Lab-scale testing Demon- strator Detailed design Proto- typing … Production When (in the development stage)? Current position Artist impression
    14. 14. 15 When (in the development stage)? Breadboard:
    15. 15. 16 CONFIDENTIAL What makes a good demonstration?
    16. 16. 17 What is a good demonstrator? The cheapest solution to demonstrate the Front End of the product: • Demonstrating the meaning • Demonstrating the usability • Demonstrating the desirability • Demonstrating the feasibility  Know your public, and focus accordingly!
    17. 17. 18 What is a good demonstrator?  HQMS The cheapest solution to demonstrate the Front End of the product: • Demonstrating the meaning • Demonstrating the usability • Demonstrating the desirability • Demonstrating the feasibility  Know your public, and focus accordingly! chief measurement systems, representatives measurement systems, production engineers, quality control engineers, purchasing Demo time: 1.5 h 60% commercial, 40% technical
    18. 18. 19 What is a good demonstrator?  HQMS The cheapest solution to demonstrate the Front End of the product: • Demonstrating the meaning • Demonstrating the usability • Demonstrating the desirability • Demonstrating the feasibility  Know your public, and focus accordingly! chief measurement systems, representatives measurement systems, production engineers, quality control engineers, purchasing Demo time: 1.5 h 60% commercial, 40% technical
    19. 19. 20 From “one trick” towards engagement • Creating a momentum • Build upon insights during the roadshow
    20. 20. 21 From “one trick” towards engagement  HQMS • Creating a momentum • Build upon insights during the roadshow Experiences with HQMS: • Give handovers, brochures • Invited for a demo in-house (at Verhaert) • Samples sent for validation measurements • …
    21. 21. 22 A good demonstration Business factors: Budgets & timing Technical risk factors: Demonstrated functionality Human appreciation factors: Usability & looks
    22. 22. 23 Business factors: Budgets & timing Technical risk factors: Demonstrated functionality Human appreciation factors: Usability & looks A good demonstration  HQMS
    23. 23. 24 Business factors: Budgets & timing Technical risk factors: Demonstrated functionality Human appreciation factors: Usability & looks A good demonstration  HQMS
    24. 24. 25 A good demonstration  HQMS Business factors: Budgets & timing Technical risk factors: Demonstrated functionality Human appreciation factors: Usability & looks
    25. 25. 26 It is not just a technical demonstration
    26. 26. 27 It is not just a technical demonstration It is about creating interest and confidence
    27. 27. 28 CONFIDENTIAL Early stage demonstrations: discussion
    28. 28. 29 Early stage demonstrations… are not new High investment cost e.g. real estate
    29. 29. 30 Early stage demonstrations… are not new High investment cost e.g. real estate Niche market e.g. aviation industry
    30. 30. 31 Early stage demonstrations… are not new High investment cost e.g. real estate Niche market e.g. aviation industry Intensive R&D projects e.g. introduction iPhone 1
    31. 31. 32 Early market feedback • For niche markets • For highly investment intensive R&D projects
    32. 32. 33 Early market feedback • For niche markets • For highly investment intensive R&D projects • Turning around the learning curve Feedback Time Learningcurve
    33. 33. 34 Early market feedback • For niche markets • For highly investment intensive R&D projects • Turning around the learning curve Feedback Time Learningcurve Feature management Risk management Budget management 1 2 3
    34. 34. 35 Feature management User-centered design: customize product to specific needs user Source: www.dcndx.com 1
    35. 35. 36 Feature management User-centered design: customize product to specific needs user Early stage feedback  Reduce implementation cost # Changes (conventional) # Changes with early feedback Cost per change time 1
    36. 36. 37 Feature management  HQMS Learned from early stage demonstration with HQMS: • Work on carbon fiber materials • Mounted on a robot ↔ handheld • Use a docking station for data-transfer • Be able to measure blind holes • Measure smaller diameters than initially thought • Head height measurement • No bushing can be used for positioning • Measure curvature of a hole • …
    37. 37. 38 Feature management  HQMS Learned from early stage demonstration with HQMS: • Work on carbon fiber materials • Mounted on a robot ↔ handheld • Use a docking station for data-transfer • Be able to measure blind holes • Measure smaller diameters than initially thought • Head height measurement • No bushing can be used for positioning • Measure curvature of a hole • … For production: some features removed rather than added. “Avoid building a Rolls Royce when a Peugeot is needed” • Should just have a go/no-go LED • Some diameters never measured • …
    38. 38. 39 Risk management Early detection of risks allows measures at lower costs and with less impact on schedule “Fail fast, fail cheap” Source: INCOSE Systems Engineering Handbook 2
    39. 39. 40 Risk management  HQMS Learned from early stage demonstration with HQMS: • Rough handling in production: dust, dropped… • Blind holes: probe tip damage • Device cannot make use of Wi-Fi • Specific materials: no reflection • …
    40. 40. 41 Budget management Early stage roadshows allow… not to spend more money than needed. 3
    41. 41. 42 Budget management Early stage roadshows allow… not to spend more money than needed. to amortize development cost on production. 3
    42. 42. 43 Budget management Early stage roadshows allow… not to spend more money than needed. to have early go/no-go decisions. to amortize development cost on production. 3
    43. 43. 44 Budget management Early stage roadshows allow… not to spend more money than needed. to have early go/no-go decisions. to amortize development cost on production. 3 potential co-investment of lead user.
    44. 44. 45 Budget management  HQMS Early stage roadshows allow… not to spend more money than needed. Low-budget demonstrator ~ 20 hours Low-budget user interface ~ 40 hours
    45. 45. 46 CONFIDENTIAL Conclusions
    46. 46. 47 Product roadshows in an early development stage • IP position • Readiness (cf. iPhone 1) • Unfinished product • Lead users can lead to over-specification • … • Early market validation • Create engagement • Turn around the learning curve • Detect desired features early • Detect risks early • Reduce costs • … + -
    47. 47. 48 Product roadshows in an early development stage •Know your audience •Consider the pros and cons •Manage expectations •Have a clear business proposition •Make sure you control the demo infrastructure (network, beamer …) •Be sure the demonstrator works Turn early stage demonstration into a positive experience!
    48. 48. 49 Risk based development methods Cut • Development phases • Functional subsystems Tangible • Visualize • Simulate • Test • Review • Roadshow Risk focus • Criticalities • Added value • 360° Early • Rapid prototyping • First time right Options • Backup • Buffer • Requirements vs. design
    49. 49. 50
    50. 50. 51 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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