I Npd Mfei 5 10

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Managing the Front End of Innovation

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I Npd Mfei 5 10

  1. 1. >> Accelerating ideas to profits >> Managing The Front End of Innovation “Discover, cultivate and transform good ideas into exciting new products and services ” www.inpdcenter.com * ideas@inpdcenter.com * 760.505.3586
  2. 2. NPD Life Cycle Pre-Phase 0 NPD (ongoing) << Front End >> Execution Preliminary Opportunity Identification Go / No-Go Specification & Design Idea Decision Generation, Prototype Test Market & & Validate Technology Analysis Volume Phase Zero: Phase One: Manufacturing Product Feasibility and Concept Project Planning Market Product & Launch Portfolio Strategy ONGOING Product & Portfolio Strategy Formulation and Feedback www.inpdcenter.com * ideas@inpdcenter.com * 760.505.3586
  3. 3. Uncertainty vs. NPD Strategy Market Uncertainty Market Radical High Innovation Innovation Incremental Technical Low Innovation Innovation Low High Technical Uncertainty Source: Lynn and Akgun www.inpdcenter.com * ideas@inpdcenter.com * 760.505.3586
  4. 4. MFEI: Balancing Creativity with Structure Chaos Order Creative Balance Structured Lots of ideas, minimal VOC Centric, Flexible, Systematic approach constraints Iterative & with process models Experiential Approach Nothing gets done or Customer and Market Incremental Solutions looking for focus. Market Improvements & “Me- problems understands and too” products values innovation No revenue Innovation and Risk of market decline Breakthrough www.inpdcenter.com * ideas@inpdcenter.com * 760.505.3586
  5. 5. Design Thinking Balance Desirability Viability Feasibility Source: Tim Brown - IDEO www.inpdcenter.com * ideas@inpdcenter.com * 760.505.3586
  6. 6. 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 www.inpdcenter.com * ideas@inpdcenter.com * 760.505.3586
  7. 7. 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 www.inpdcenter.com * ideas@inpdcenter.com * 760.505.3586
  8. 8. FEI & NPD is a “Learning” Process • Learning what the customer really wants and values • Learning how to create and deliver that value www.inpdcenter.com * ideas@inpdcenter.com * 760.505.3586
  9. 9. Creative Process www.inpdcenter.com * ideas@inpdcenter.com * 760.505.3586
  10. 10. Innovation Diamond & Four Points of Performance A clearly articulated Product Innovation & Technology Strategy for the business The right climate & environment for Business's New Resource commitment & Innovation: commitment, Product focusing on the right support, effective NPD Performance projects: Portfolio teams, role of sr mgmt Management An idea-to-launch framework for doing NPD projects right: i.e. Stage- Gate Source: Dr. Cooper www.inpdcenter.com * ideas@inpdcenter.com * 760.505.3586
  11. 11. 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 www.inpdcenter.com * ideas@inpdcenter.com * 760.505.3586
  12. 12. 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 www.inpdcenter.com * ideas@inpdcenter.com * 760.505.3586

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