While companies try to innovate to find new products, there is a significant untapped potential in current products. The potential goes untapped largely due to operation of business units and product lines in silos. One industry that could greatly benefit from cross pollination between product lines and businesses is the Chemical industry. This is not to say that other industries cannot benefit from the approach outlined here. The idea put forth in this presentation is the use of internal attribute based marketplaces to super charge the cross pollination and innovation process. At Pash Group we believe that it is better to innovate rather than just solve problems. Talk to us to let us explain how we can super charge your business innovation.

1. Internal Attribute Market
Place
© Paresh Bhagwatkar, 2011
May be used in whole or part with attribution and without permission

2. Problem
Traditionally products were made for certain industry, application,
and/ or customer
There is a hidden potential for cross application of products
This translates into unrealized innovation assets and unrealized
revenue
Customers specify problems, application and requirement

3. Old Model - Marketing aligned by business
Customers
Products/ Solutions Businesses Marketing
aligned by business
Mark
eting
C1
Mark
eting
Mark
eting C2

4. Desired Marketing aligned by application industry
Products/ Businesses Customers
Solutions Marketing
Aligned by
industry/application
Mark C1
eting
Single point of
contact by
customer or
customer-business
Mark C2
eting

5. Ideal Situation – Attribute Market Place and
Marketing aligned by application industry
Attribute/
Products/ Businesses Characteristic Customers
Solutions Market Place Marketing
Research Triggers Products Aligned by
industry/application
R& Attributes Problems
D Produc Applications
t
Expert Mark C1
eting
R& Problems
D Produc Products
Attributes Applications
t Attributes
Expert
Marketi
R& ng/
D Produc Solutio
t n
C2
Expert Partner

6. Summary of Attribute Marketplace
Marketing becomes solution partner
Customer states problem, application, and/ or requirement
Marketing/ Solution partners collaborate with customer to define
required attributes
Marketing/ Solution partners take attributes, application, problem,
and requirement to market place
Product experts identify which products fit which attributes and
application
Product experts may define new need to researchers to come up
with products that match attributes
Market place
• This would be an online community enabled repository of products
• Interactions would be enabled
• Massively search attributes of products to match required attributes or
other way
Industry best suited for attribute market place concept is Chemical
Industry

7. Contact
Paresh Bhagwatkar
• paresh@pareshbhagwatkar.com
• 973-495-9913
This document may be used without any permission, but, with attribution in whole or part, with or without changes,
and for any commercial or non-commercial purpose (under the creative commons “CC by 3.0” license)