Demand driven product_innovation_
•
0 likes•492 views
Presented at ETECH Entrepreneurship Elective for the MBAs this Easter term on Monday 22nd April and Wednesday 1st May 2013. Centre for Entrepreneurial Learning Judge Business School – University of Cambridge
Recommended
More Related Content
Viewers also liked
Viewers also liked (6)
Similar to Demand driven product_innovation_
Similar to Demand driven product_innovation_ (20)
Recently uploaded
Recently uploaded (20)
Demand driven product_innovation_
- 1. Albion Demand Driven Product Innovation Ward Hills Entrepreneur in Residence Centre for Entrepreneurial Learning Judge Business School – University of Cambridge 22 April 2013
- 2. Albion 21/04/2013 © 2013 Albion Innovations 2
- 3. Albion Outline • Stages of product commercialisation • Structures supporting product development and delivery • Information exchanges • Information capture • Questions in product development diligence • Evaluation of potential products • Bottom line 21/04/2013 © 2013 Albion Innovations 3
- 4. Albion Stages of Commercialisation 21/04/2013 Albion Innovati ons TRL1 2 3 4 5 6 7 8 9 KeyHurdles •Design requirements •Market identification •Productisation •Business model •Partner •Beta test •Cash control •Manufacturing •Distribution •Communications •Value perception Operations& TeamRequired •Technologist •R&D facilities •IP rights “Freedom to Operate” •Managers •Programmers /Designers •Regulations/ QA/QC •Marketing •Manufacturing •Legal •Financial •Customer service •Human resources •Distribution •Investor relations •External market experts •Public Communications Funding Required “Seed” •<£50-200K •Grants “Angel” •£250-500K •Angel / VC “Early VC” •£500K-5M •Small –Mid VC “Late VC” •£3-20M •Large/Focused VC “Exit Investment” •£20-50++M •IPO/ PE/ Trade sale Research Conceive Prove Demonstrate Validate Beta Regulatory Qualify Shipping 4
- 5. Albion Commercial Product Departments Commercial • Customers • Distribution • MarComms • Orders Product • Product definition • Regulatory affairs • Clinical trials • Product support Development • Novel capability • Clinical feasibility • Meeting Customer needs Development 21/04/2013 © 2013 Albion Innovations 5
- 6. Albion Commercial ProductDevelopment Specifications Requirements Information Development and Commercial • Functionality requirements • Potential capability Product and Development • End user requirements • Delivering product specifications. Commercial and Product • Service requests/support • Orders / Manufacturing relationships. 21/04/2013 © 2013 Albion Innovations 6
- 7. Albion Information Repositories Orders & Service • Manufacturing orders • Service requests and histories Technical File • Regulatory • QA/QC • Performance standards • Manufacturing standards • Design History Feature Backlog • Visibility of potential needs • Populated by anyone with market contact Commercial ProductDevelopment Technical File 21/04/2013 © 2013 Albion Innovations 7
- 8. Albion Product Development Diligence Should we do this? Can we do this? Could we do this? Outcomes: • Product update • New product • No further action Each department has a veto. Commercial ProductDevelopment Should? Can? Could? 21/04/2013 © 2013 Albion Innovations 8
- 9. Albion Commercial ProductDevelopment New Product Evaluation Demand & Price • Potential market • Route to market? Cost & Support • COGS? • Infrastructure? • Regulatory requirements? Development Cost • Resources ? • Time? Risk • Competitors? • Uncertainty? • Strategic fit? What is the demand? At what price? Production cost? Support requirements? Development cost? Risk? 21/04/2013 © 2013 Albion Innovations 9
- 10. Albion Commercial ProductDevelopment Profit and Loss Top line Revenue • Demand & Price • Important to acquirer Margin • Production Cost & Support Requirements • Is this a sustainable business? • Contribution to growth? Return on Investment • Development Cost & Risk • Capital requirements • Payback period • Possible loss Revenue Margin ROI What is the demand? At what price? Production cost? Support requirements? Development cost? Risk? 21/04/2013 © 2013 Albion Innovations 10
- 11. Albion Summary Departments • Focus • Responsibility Information • Document • Review Questions • Should? • Can? • Could? Process and veto Bottom line result Ward Hills ward@albion-innovations.com wardhills 21/04/2013 © 2013 Albion Innovations 11 Commercial ProductDevelopment Revenue Margin ROI What is the demand? At what price? Production cost? Support requirements? Development cost? Risk?
Editor's Notes
- Infrastructures Complex databases (CRM) system simple as a notes on a customer visit