For successful innovation its important to first identify opportunities to innovate. If that's not done properly, whatever efforts one might put will not yield any results. The presentation gives insight into how to find innovation opportunities at customer interface and across the value chain. Connect : prashantj@bmgindia.com in case you want this presentation

1. Identification of Innovation Opportunities –
BMGI Framewok

2. Page: 2Page: 2
What are the next innovation
opportunities in our pipeline? Which
Rapid Innovation projects will we
launch now and who will be
involved?
Foundation Setting
Opportunity Exploration through Customer
In-sighting
Market Trends
Customer Insights Customer Insight Data
Collection
Technology Trends
What are the important market trends
that provide context and lead to
innovation ideas?
What specific technology trends will
impact our products, services and
processes and how does our current
technology stack up?
What do we think are the most
important, yet under-served customer
needs, or Jobs-to-be-Done (JTBD)?
What do customers think are the most
important, yet under-served customer
needs, or Jobs-to-be-Done (JTBD)?
What is the right approach for your
organization and who should be
involved?
Innovation Portfolio
Finalization

3. Page: 3Page: 3
How will we verify we have the
right focus from the perspective
of the customer? What other
opportunities can we add based
on a deeper understanding of
customer needs?
Customer Insight Data
Collection Plan
What is the current strategy?
What else do we know about the
current landscape?
Current Business Strategic
Narrative
Steeple Analysis
Porter’s Five Forces
SWOT and TOWS, etc.
What potential innovation
opportunities should we
consider to satisfy the most
important customer needs?
Growth Strategy
Matrix
0
1
2
3
4
5
6
7
8
9
10
0 1 2 3 4 5 6 7 8 9 10
Importance
Satisfaction
Opp>10
Opp>12
Opp>14
Opp>16
Opp>18
Ready for Disruption
Potential for
Disruption
Innovation Portfolio V1
Internal Opportunity
Grid
Outputs
Initiative: Innovation Opportunity Exploration
Team Leader:
Date:
Who? Which Products? What Data? Which Source? Who? How?
Which customers or customer
segments will you collect data
from? (Include a represesentative
sample of all customers if
possible)
Which products / services should
be included? (Include a
representative sample across all
products and services)
What data are we
collecting?
How will you collect the
data? (ethnography,
interviews, focus groups,
surveys)
Who will collect the
data?
How will the data be
recorded?
Customer Insight Data Collection Plan
<Goal of Data Collection>
What are all of the “Jobs”
consumers hire our products or
services for?
What additional consumers or
jobs should we consider and
what are the growth
opportunities?
How would we rate the
importance and satisfaction of
each JTBD?
Customer Insights as Drivers of Growth -
Roadmap
Job-To-Be-Done
Opportunity Space
Activation
Activate opportunity space for
effective communication across
a wider stakeholders
Inputs

4. Page: 4Page: 4
How will we verify we have the
right focus from the perspective
of the customer? What other
opportunities can we add based
on a deeper understanding of
customer needs?
Customer Insight Data
Collection Plan
What is the current strategy?
What else do we know about the
current landscape?
Current Business Strategic
Narrative
Steeple Analysis
Porter’s Five Forces
SWOT and TOWS, etc.
What potential innovation
opportunities should we
consider to satisfy the most
important customer needs?
Growth Strategy
Matrix Innovation Portfolio V1
Internal Opportunity
Grid
Outputs
What are all of the “Jobs”
consumers hire our products or
services for?
What additional consumers or
jobs should we consider and
what are the growth
opportunities?
How would we rate the
importance and satisfaction of
each JTBD?
Customer Insights as Drivers to Growth –
Roadmap
Job-To-Be-Done
Opportunity Space
Activation
Activate opportunity space for
effective communication across
a wider stakeholders
Inputs

5. Page: 5Page: 5
Job-To-Be-Done
What are all of the “Jobs” consumers hire our products or services for?
• Customers don’t just buy products or
services. They hire products or services to
get functional and emotional aspects of jobs
to be done.
• Customers define success and failure criteria
for each of these jobs. These expectations are
called Outcome Expectations.

6. Page: 6Page: 6
JTBDs across the Customer Journey Cycle
Engage: Clients first
interaction with
product /service
Buy: All steps that
lead to purchase of
the product/service
Use: Using the given
product / service
Share: This can be
achieved only if the
customer is vowed by
service/product
• Customers evaluate the experience they have with the organization across their engagement
with the organization.
• They have jobs-to-be-done at every stage of the engagement journey!

7. Page: 7Page: 7
…JTBDs across the Customer Journey Cycle
Locate
Enablers
Prepare
Execution
environment
Confirm
Readiness
Execute
The job
Monitor
Performance
towards
success
Modify
Execution
Unsatisfactory
results ?
Conclude
The job
Define
The goal &
Resource plan
Yes
No
This chart is based on the article “The Customer-Centered Innovation Map” by Lance A. Bettencourt and Anthony W. Ulwick. HBR 2008
Generic Steps of a Customer Job Map

8. Page: 8Page: 8
Are there different segments of
customers based on the survey
responses?
Customer Opportunity Grid
How will we verify we have the
right focus from the perspective
of the customer? What other
opportunities can we add based
on a deeper understanding of
customer needs?
Customer Insight Data
Collection Plan
How do customers use our
current products and services?
What is the user experience?
What other needs or JTBD exist?
Customer Insight Data Collection
Observation,
Interviews, Focus
Groups
0
1
2
3
4
5
6
7
8
9
10
0 1 2 3 4 5 6 7 8 9 10
Importance
Satisfaction
Opp>10
Opp>12
Opp>14
Opp>16
Opp>18
Ready for Disruption
Potential for
Disruption
Survey
How do customers rate the
importance and satisfaction of
each JTBD?
Segmentation Analysis
How do customers rate the
importance and satisfaction of
each JTBD?
Inputs Outputs
Initiative: Innovation Opportunity Exploration
Team Leader:
Date:
Who? Which Products? What Data? Which Source? Who? How?
Which customers or customer
segments will you collect data
from? (Include a represesentative
sample of all customers if
possible)
Which products / services should
be included? (Include a
representative sample across all
products and services)
What data are we
collecting?
How will you collect the
data? (ethnography,
interviews, focus groups,
surveys)
Who will collect the
data?
How will the data be
recorded?
Customer Insight Data Collection Plan
<Goal of Data Collection>

9. Page: 9Page: 9
How will we verify we have the
right focus from the perspective
of the customer? What other
opportunities can we add based
on a deeper understanding of
customer needs?
Customer Insight Data
Collection Plan
What is the current strategy?
What else do we know about the
current landscape?
Current Business Strategic
Narrative
Steeple Analysis
Porter’s Five Forces
SWOT and TOWS, etc.
What potential innovation
opportunities should we
consider to satisfy the most
important customer needs?
Growth Strategy
Matrix Innovation Portfolio V1
Internal Opportunity
Grid
Outputs
What are all of the “Jobs”
consumers hire our products or
services for?
What additional consumers or
jobs should we consider and
what are the growth
opportunities?
How would we rate the
importance and satisfaction of
each JTBD?
Customer Insights as Drivers to Growth –
Roadmap
Job-To-Be-Done
Opportunity Space
Activation
Activate opportunity space for
effective communication across
a wider stakeholders
Inputs

10. Page: 10Page: 10
Market Trends to Opportunity Spaces
Inputs Outputs
Trends Scenarios
Opportunity
Spaces
Hunting Grounds
Opportunity Discovery
Opp. Space Assessment
Opp. Space Activation
Trends
Scenarios Opportunity
Spaces
Trend Map
Lacuna Radar with 160 Macro
Trends and thousands of
inspirations
Trend and content research
team
Opportunity Space Portfolio
Opportunity Space Activation
Trend Discovery
Trend Evaluation
Trend Radar
Trend Relevance
Trend Activation
Trend Driver Analysis
Focal Question
Scenario Creation
Scenario Analysis

11. Page: 11
Using Trends to Anticipate Your Clients
Future Needs
Anticipating future Customer Needs by developing forward
looking skills and methodologies for upstream value creation
Company Millennials
Our Needs
Solutions
Research
Proactive Solutions addressing future Needs
Anticipating future needs of your Client’s Customer
through Trend Research
Solution Provider

12. Page: 12Page: 12
How will we verify we have the
right focus from the perspective
of the customer? What other
opportunities can we add based
on a deeper understanding of
customer needs?
Customer Insight Data
Collection Plan
What is the current strategy?
What else do we know about the
current landscape?
Current Business Strategic
Narrative
Steeple Analysis
Porter’s Five Forces
SWOT and TOWS, etc.
What potential innovation
opportunities should we
consider to satisfy the most
important customer needs?
Growth Strategy
Matrix Innovation Portfolio V1
Internal Opportunity
Grid
Outputs
What are all of the “Jobs”
consumers hire our products or
services for?
What additional consumers or
jobs should we consider and
what are the growth
opportunities?
How would we rate the
importance and satisfaction of
each JTBD?
Customer Insights as Drivers to Growth –
Roadmap
Job-To-Be-Done
Opportunity Space
Activation
Activate opportunity space for
effective communication across
a wider stakeholders
Inputs

13. Page: 13Page: 13
Growth Strategy Matrix
What additional consumers or jobs should we consider and what are the
growth opportunities?
Access to my money
anywhere anytime
Whiten my teeth at
home
It’s not just about
coffee
Reselling and buying
goods efficiently

14. Page: 14Page: 14
How will we verify we have the
right focus from the perspective
of the customer? What other
opportunities can we add based
on a deeper understanding of
customer needs?
Customer Insight Data
Collection Plan
What is the current strategy?
What else do we know about the
current landscape?
Current Business Strategic
Narrative
Steeple Analysis
Porter’s Five Forces
SWOT and TOWS, etc.
What potential innovation
opportunities should we
consider to satisfy the most
important customer needs?
Growth Strategy
Matrix
0
1
2
3
4
5
6
7
8
9
10
0 1 2 3 4 5 6 7 8 9 10
Importance
Satisfaction
Opp>10
Opp>12
Opp>14
Opp>16
Opp>18
Ready for Disruption
Potential for
Disruption
Innovation Portfolio V1
Internal Opportunity
Grid
Outputs
What are all of the “Jobs”
consumers hire our products or
services for?
What additional consumers or
jobs should we consider and
what are the growth
opportunities?
How would we rate the
importance and satisfaction of
each JTBD?
Customer Insight Workshop
Job-To-Be-Done
Opportunity Space
Activation
Activate opportunity space for
effective communication across
a wider stakeholders
Inputs

15. Page: 15Page: 15
Opportunity Grid
How would we rate the importance and satisfaction of each JTBD?

16. Page: 16Page: 16
How will we verify we have the
right focus from the perspective
of the customer? What other
opportunities can we add based
on a deeper understanding of
customer needs?
Customer Insight Data
Collection Plan
What is the current strategy?
What else do we know about the
current landscape?
Current Business Strategic
Narrative
Steeple Analysis
Porter’s Five Forces
SWOT and TOWS, etc.
What potential innovation
opportunities should we
consider to satisfy the most
important customer needs?
Growth Strategy
Matrix Innovation Portfolio V1
Internal Opportunity
Grid
Outputs
Initiative: Innovation Opportunity Exploration
Team Leader:
Date:
Who? Which Products? What Data? Which Source? Who? How?
Which customers or customer
segments will you collect data
from? (Include a represesentative
sample of all customers if
possible)
Which products / services should
be included? (Include a
representative sample across all
products and services)
What data are we
collecting?
How will you collect the
data? (ethnography,
interviews, focus groups,
surveys)
Who will collect the
data?
How will the data be
recorded?
Customer Insight Data Collection Plan
<Goal of Data Collection>
What are all of the “Jobs”
consumers hire our products or
services for?
What additional consumers or
jobs should we consider and
what are the growth
opportunities?
How would we rate the
importance and satisfaction of
each JTBD?
Customer Insights as Drivers to Growth –
Roadmap
Job-To-Be-Done
Opportunity Space
Activation
Activate opportunity space for
effective communication across
a wider stakeholders
Inputs

17. Page: 17Page: 17
Innovation Portfolio
What are the next innovation opportunities in our pipeline?

18. Page: 18
Thank You
For any additional information, please contact:
Ambarish Raj
Senior Principal Consultant & Business Head
Breakthrough Management Group India Pvt Ltd
905/906, Raheja Chambers, Nariman Point
Mumbai – 400021
India
Cell : +91 99872 73386
Office : +91 22 4002 0045 / 46
Email: ambarishr@BMGIndia.com
www.BMGIndia.com

19. Page: 19
Unlocking Potential. Delivering Results
Innovation w Strategy w Problem Solving w Business Transformation
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