TECHNOLOGY CHANGING HEALTHCARE, 19TH MAY 2010




            WORKSHOP: “FROM CONCEPT TO COMMERCIALISATION”




© Wideblue...
WIDEBLUE DESIGN PROCESS ‐ OVERVIEW



                                                                                    ...
WIDEBLUE DESIGN PROCESS ‐ OVERVIEW



                                                                                    ...
BREASTLIGHT : ENLIGHTENED BREAST AWARENESS


 Breastlight is a new health and wellbeing product for 
 women. It helps wome...
STAGE 1: CONCEPT



 WHAT DOES THE PRODUCT LOOK LIKE                  WHO INFLUENCES THE DESIGN?
 AT THIS STAGE?
         ...
STAGE 2: FEASIBILITY



 WHAT DOES THE PRODUCT LOOK LIKE                   WHO INFLUENCES THE DESIGN?
 AT THIS STAGE?
    ...
STAGE 3: DESIGN



 WHAT DOES THE PRODUCT LOOK LIKE                               WHO INFLUENCES THE DESIGN?
 AT THIS STAG...
STAGE 4: MANUFACTURING / COMMERCIALISATION



 WHAT DOES THE PRODUCT LOOK LIKE                 WHO INFLUENCES THE DESIGN?
...
BREASTLIGHT DESIGN PROCESS, ACTUAL TIMESCALE




                                                                         ...
TECHNOLOGY CHANGING HEALTHCARE, 19TH MAY 2010




                                         GRANT KING
                    ...
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Concept To Commercialisation Breastlight Case Study

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Presentation from Wideblue workshop at "Technology Changing Healthcare" event, 19th May 2010

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Transcript of "Concept To Commercialisation Breastlight Case Study"

  1. 1. TECHNOLOGY CHANGING HEALTHCARE, 19TH MAY 2010 WORKSHOP: “FROM CONCEPT TO COMMERCIALISATION” © Wideblue Ltd, 2010
  2. 2. WIDEBLUE DESIGN PROCESS ‐ OVERVIEW SUPPLY CHAIN MANAGEMENT PROJECT MANAGEMENT DESIGN RISK MANAGEMENT AND PRODUCT ROBUSTNESS REQUIREMENTS AND SPECIFICATION APPROVAL FOR SALE CONCEPT REVIEW DESIGN REVIEW DESIGN FREEZE GO / NO‐GO CONCEPTS MANUFACTURE /  CONCEPT FEASIBILITY DESIGN FEASIBILITY COMMERCIALISATION SYSTEM DESIGN DETAIL DESIGN FOR MANUFACTURE MANUFACTURE START‐UP STEADY STATE MANUFACTURE SKETCHES RIGS TECHNOLOGY DEMONSTRATOR WORKING PROTOTYPES PRODUCT FOR SALE © Wideblue Ltd, 2010
  3. 3. WIDEBLUE DESIGN PROCESS ‐ OVERVIEW SUPPLY CHAIN MANAGEMENT PROJECT MANAGEMENT DESIGN RISK MANAGEMENT AND PRODUCT ROBUSTNESS REQUIREMENTS AND SPECIFICATION APPROVAL FOR SALE CONCEPT REVIEW DESIGN REVIEW DESIGN FREEZE GO / NO‐GO CONCEPTS FEASIBILITY SYSTEM DESIGN DETAIL DESIGN FOR MANUFACTURE MANUFACTURE START‐UP STEADY STATE MANUFACTURE SKETCHES RIGS TECHNOLOGY DEMONSTRATOR WORKING PROTOTYPES PRODUCT FOR SALE © Wideblue Ltd, 2010
  4. 4. BREASTLIGHT : ENLIGHTENED BREAST AWARENESS Breastlight is a new health and wellbeing product for  women. It helps women notice changes in their breasts  over time. The product works by shining a bright red light through  the breast tissue. The light passes through the breast  tissue and reveals dark areas where blood is present. It  is therefore quite normal to see a pattern of veins, but  if there is a dark cluster this is a potential abnormality  that should be checked out.  In the 1990’s Dr David J Watmough highlighted the  specific mechanism by which a tumour could be  illuminated to best effect.  His company, Highland  Innovation, created a technology demonstrator to carry  out clinical testing. In 2007 Highland Innovation approached Wideblue and  asked us to help take the product concept forward.   Today the Breastlight product is being sold in high street  retail pharmacies in Canada, Finland and the UK.  It is  also being sold through distribution in four other  European countries plus the Middle East and Singapore. 20 thousand units have been sold to date © Wideblue Ltd, 2010
  5. 5. STAGE 1: CONCEPT WHAT DOES THE PRODUCT LOOK LIKE  WHO INFLUENCES THE DESIGN? AT THIS STAGE? Inventors End users Sales / marketing Product design team MAIN ACTIVITIES PROJECT MANAGEMENT TOOL Explore and develop the product concept Concept selection matrix Refine the business concept Shortlist promising concepts Define the business model Define selection criteria Rank each concept against each criteria Plan the organisation – in‐house vs outsourced © Wideblue Ltd, 2010
  6. 6. STAGE 2: FEASIBILITY WHAT DOES THE PRODUCT LOOK LIKE  WHO INFLUENCES THE DESIGN? AT THIS STAGE? Market research team End users Product design team Regulatory advice MAIN ACTIVITIES PROJECT MANAGEMENT TOOL Stress‐test the business model Functional review  Market and user research Assess the product in “functional blocks” Risk assessments – product, safety and market Structured risk assessment of failure modes Focus on interfaces between functions Proof of principle demonstrations Engineering models and prototypes © Wideblue Ltd, 2010
  7. 7. STAGE 3: DESIGN WHAT DOES THE PRODUCT LOOK LIKE  WHO INFLUENCES THE DESIGN? AT THIS STAGE? Product design team End users Marketing Regulatory Key suppliers MAIN ACTIVITIES PROJECT MANAGEMENT TOOL Design and development engineering: Bill of materials database Electronic, mechanical, aesthetic, user‐interface,  Components, materials, suppliers, manufacturers,  software, optical, thermal analysis, etc. costs, price breaks, minimum orders, equivalents,  issue levels, etc. Make or buy decisions A special‐purpose database is more flexible than  Design verification testing Excel spreadsheets Engineering pilot © Wideblue Ltd, 2010
  8. 8. STAGE 4: MANUFACTURING / COMMERCIALISATION WHAT DOES THE PRODUCT LOOK LIKE  WHO INFLUENCES THE DESIGN? AT THIS STAGE? Supply chain Product design team Packaging and instructions design team Manufacturing team Sales / marketing MAIN ACTIVITIES PROJECT MANAGEMENT TOOL In‐house or sub‐contract decisions Supply chain risk assessment Manufacturing pilot  Always have a plan B Manufacturing inception and scalability Include RoHS compliance checks Web sales, distribution, high street retail © Wideblue Ltd, 2010
  9. 9. BREASTLIGHT DESIGN PROCESS, ACTUAL TIMESCALE   8 ly 00 nd am 7 7 ul 7 7 fu ogr 00 00 00 7  2 00 ed  f 00 Pr ly 2 ly v 2  2  2  2 Ju ril g No ne Ju Au Ap Ju SUPPLY CHAIN MANAGEMENT PROJECT MANAGEMENT DESIGN RISK MANAGEMENT AND PRODUCT ROBUSTNESS REQUIREMENTS AND SPECIFICATION APPROVAL FOR SALE CONCEPT REVIEW DESIGN REVIEW DESIGN FREEZE GO / NO‐GO CONCEPTS FEASIBILITY SYSTEM DESIGN DETAIL DESIGN FOR MANUFACTURE MANUFACTURE START‐UP STEADY STATE MANUFACTURE SKETCHES EYE SAFETY BETA PROTOTYPES DVT PROOF OF PRINCIPLE RIGS OBSERVATIONAL  ESTIMATED COSTS BETA DVT PRODUCT FOR SALE SCHEMATICS RESEARCH OBSERVATIONAL  ARCHITECTURE RESEARCH – FORM COMPONENT SELECTION ID LANGUAGE © Wideblue Ltd, 2010
  10. 10. TECHNOLOGY CHANGING HEALTHCARE, 19TH MAY 2010 GRANT KING DIRECTOR POLAROID BUILDING TEL 44 (0)1389 714432 FAX 44 (0)1389 714153 VALE OF LEVEN IE GRANT.KING@WIDE-BLUE.COM DUMBARTON G82 3PW WWW.WIDE-BLUE.COM MAKING TECHNOLOGY HAPPEN STUART KELLY SENIOR MANAGER POLAROID BUILDING TEL 44 (0)1389 714355 FAX 44 (0)1389 714153 VALE OF LEVEN IE STUART.KELLY@WIDE-BLUE.COM DUMBARTON G82 3PW WWW.WIDE-BLUE.COM MAKING TECHNOLOGY HAPPEN © Wideblue Ltd, 2010
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