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Killer Rabbits
Herding Workshop!
Philippe Méda
@merkapt
Barcelona 2013

!
RISK

We don’t see the future
ROADBLOCKS

Unfolding Innovation

➊

➋

➌

Innovators

Early
Adopters

Early
Majority

13,5%

34%

2,5%

Stabilization

Déclin

Market Share

Acceleration

Structuration

Kick-Off
R&D

Innovation
ROADBLOCKS

Unfolding Innovation

➊

➋

➌

Innovators

Early
Adopters

Early
Majority

13,5%

34%

2,5%

Stabilization

Déclin

Market Share

Acceleration

Structuration

Kick-Off
R&D

Technology
Pump

Innovation

Market
Pump
ROADBLOCKS

Unfolding Innovation

➊

➋

➌

Innovators

Early
Adopters

Early
Majority

13,5%

34%

2,5%

Stabilization

Déclin

Market Share

Acceleration
GAP

Structuration

Kick-Off
R&D

Technology
Pump

Innovation

Market
Pump
ROADBLOCKS

Unfolding Innovation

➊

➋

➌

Innovators

Early
Adopters

Early
Majority

13,5%

34%

2,5%

Stabilization

Déclin

Development

Market Share
Break-even
Investment

Acceleration

Cash Cow

GAP

Structuration

Investment
Kick-Off
R&D

Technology
Pump

Innovation

Market
Pump
ROADBLOCKS

Unfolding Innovation

➊

➋

➌

Innovators

Early
Adopters

Early
Majority

13,5%

34%

2,5%

Stabilization

Déclin

Development

Market Share
Break-even

Technology Hype

Investment

Acceleration

Cash Cow

GAP

Structuration

Investment
Kick-Off
R&D

Technology
Pump

Innovation

Market
Pump
ROADBLOCKS

Unfolding Innovation

➊

➋

➌

Innovators

Early
Adopters

Early
Majority

13,5%

34%

2,5%

Stabilization

Déclin

Market Share
Break-even

Acceleration

Technology Hype

Cash Cow

GAP

Structuration

Kick-Off
R&D

Technology
Pump

Innovation

Market
Pump
Bringing back «added» in added value
Bringing back «added» in added value

Direct competitor?
Bringing back «added» in added value
Bringing back «added» in added value
Bringing back «added» in added value

SEARS, 1941
Don’t sell me clothes. Sell me neat apparence, style attractiveness.
Don’t sell me shoes. Sell me foot confort and the pleasure of walking in the open air.
Don’t sell me candy. Sell me happiness and pleasure of taste.
Don’t sell me furniture. Sell me a home that has comfort, cleanliness and
convenience.
Don’t sell me books. Sell me pleasant hours and the profit of knowledge.
Don’t sell me toys. Sell me playthings to make my children happy.
Don’t sell me tools. Sell me the pleasure and profit of making fine things.
Don’t sell me refrigerators. Sell me the health and better flavor of fresh foods.
Don’t sell le tires. Sell me freedom from worry and low cost per mile.
Don’t sell me plows. Sell me green fields of waving wheat.
Don’t sell me things. Sell me ideas, feelings, self-respect, home life, happiness.
Please don’t sell me things.
ADDED VALUE

Understanding the Magic Spot

HTC 14%
HTC
6%

SAMSUNG 8%

SAMSUNG
2%

OTHER 6%
ANDROID 39%

RIM 20%

NOKIA 2%

APPLE 28%

HP 2%

MOTOROLA 11%

OTHER 1%

iOS 28%
(iPhone only)

Windows
Mobile 9%

Blackberry
OS 20%

Web OS 2%

Symbian
OS 2%
What is the f** problem?

Problem

Added Value

!

!

Pain point 1
Pain point 2
Pain point 3
Pain point 4
Pain point 5

Bene!t 1
Bene!t 2
Bene!t 3
Bene!t 4
Bene!t 5

Price
What is the f** problem?

How can I invent
a 2.0 vase?

How can I bring nature in
your everyday"s life?
What is the f** problem?

Pain points :
!
Find a #orist
Chose durable #owers
Stay within budget
Change water
Clean
Renew every x weeks
Add variety
Protect from pets / childrens

How can I bring nature in
your everyday"s life?
What is the f** problem?

Puzzles

Mysteries

Complicated
Zero-sum game
Known parameters
Optimal solution
Scienti!c approach
Time and ressources

Complex or chaotic
Open system
Not measurable, or not extensively
No optimal solutions
Intuition
What if?

!

!

ENGINEERS

DESIGNERS

!
What is the f** problem?
Building a magic spot

➊ AXE

Problem 1

Added Value

Problem 2

➋ AXE
Building a magic spot

➊ AXE

Problem 1

Added Value
Price

Problem 2

➋ AXE
Building a magic spot

➊ PREMIUM

➋ FOR ALL
Building a magic spot

➊ PREMIUM

➋ FOR ALL
Building a magic spot

IDEAL
Score

➊ PREMIUM

Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t

10
8
8
4
2
1
33

➋ FOR ALL

Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t

10
9
8
6
6
6
4
2
61
Building a magic spot

➊ PREMIUM

Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t

10
8
8
4
2
1

IDÉAL
33

61

➋ FOR ALL

Bene!t 10
Bene!t 9
Bene!t 8
Bene!t 6
Bene!t 6
Bene!t 6
Bene!t 4
Bene!t 2
Building a magic spot

Roadmap
IDEAL
Score

➋ FOR ALL

Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t

10
8
8
4
2
1

8
4
2
2
1
1

33

➊ PREMIUM

Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t

V1

18

10
9
8
6
6
6
4
2

10
4
2
5
3
3
4
1

61

32
Building a magic spot

Roadmap
IDEAL
Score

➋ FOR ALL

Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t

V2

10
8
8
4
2
1

8
4
2
2
1
1

10
4
7
2
1
1

33

➊ PREMIUM

Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t

V1

18

25

10
9
8
6
6
6
4
2

10
4
2
5
3
3
4
1

10
4
5
6
4
4
4
2

61

32

39
Building a magic spot

Roadmap
IDEAL
Score

➋ FOR ALL

Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t

V2

V3

10
8
8
4
2
1

8
4
2
2
1
1

10
4
7
2
1
1

10
7
8
4
2
1

33

➊ PREMIUM

Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t

V1

18

25

32

10
9
8
6
6
6
4
2

10
4
2
5
3
3
4
1

10
4
5
6
4
4
4
2

10
7
6
6
6
6
4
2

61

32

39

47
Building a magic spot

➊ PREMIUM

Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t

10
8
8
4
2
1

33

Roadmap
3

2
1

61

➋ FOR ALL

Bene!t 10
Bene!t 9
Bene!t 8
Bene!t 6
Bene!t 6
Bene!t 6
Bene!t 4
Bene!t 2
Building a magic spot

Roadmap

« 7 Families »

IDEAL
Score

➋ FOR ALL

Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t

V2

V3

C1

C2

C3

C4

C5

C6

C7

10
8
8
4
2
1

8
4
2
2
1
1

10
4
7
2
1
1

10
7
8
4
2
1

2
1
8
4
1
1

10
5
5
2
2
1

10
8
8
4
0
1

0
0
2
1
1
1

5
8
4
0
2
1

10
8
8
4
2
1

0
0
0
4
2
1

33

➊ PREMIUM

Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t

V1

18

25

32

17

25

31

5

20

33

7

10
9
8
6
6
6
4
2

10
4
2
5
3
3
4
1

10
4
5
6
4
4
4
2

10
7
6
6
6
6
4
2

8
7
7
5
4
6
4
2

3
3
1
2
5
6
4
2

2
2
2
3
3
3
4
2

10
8
6
4
4
4
4
2

8
0
2
0
0
5
4
0

0
2
2
2
2
2
1
2

10
8
7
4
4
4
4
2

61

32

39

47

42

26

21

42

19

13

51
Building a magic spot

➊ PREMIUM

Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t

10
8
8
4
2
1

33
3
1

2
1

2
3

7

4

5

6

61

➋ FOR ALL

Bene!t 10
Bene!t 9
Bene!t 8
Bene!t 6
Bene!t 6
Bene!t 6
Bene!t 4
Bene!t 2
Building a magic spot

➊ PREMIUM

Bene!t
Bene!t
Bene!t
Bene!t
Bene!t
Bene!t

10
8
8
4
2
1

33
3
1

2
1

2

MVP

3
7

4

5

6

61

➋ FOR ALL

Bene!t 10
Bene!t 9
Bene!t 8
Bene!t 6
Bene!t 6
Bene!t 6
Bene!t 4
Bene!t 2
VA ➚ = Risk ➘
Feeding the «Magic Spot»
Feeding the «Magic Spot»
ADDED VALUE

FINANCE
PERSPECTIVE

CUSTOMER
PERSPECTIVE

Balanced Scorecards
OPTIMIZE THE OUTCOME
PRODUCTIVITY

REVENUE GROWTH

Short-term :
Improve cost structure
Increase asset utilization

Long-term :
Expand revenue opportunities
Enhance customer value

SHARE THE ADDED VALUE
PRODUCT ATTRIBUTES

RELATIONSHIPS

IMAGE

Price, Quality,
Availability, Selection, ...

PROCESS
PERSPECTIVE

Services, Trainings,
Network, ...

Brand, Tribes, ...

!

!

!
!

BUILD THE PRODUCTS
MANAGE REGULATIONS

Environment, Safety and health, Employment, ...

MANAGE INNOVATION

ID opportunity, R&D portfolio, Design, Launch...

MANAGE CUSTOMERS

Selection, Acquisition, Retention, Growth...

MANAGE OPERATIONS

LEARNING
PERSPECTIVE

TANGIBLE
OUTCOME

Supply, Production, Distribution, Risk...

IMPROVE MATERIAL & IMMATERIAL ASSETS
HUMAN CAPITAL

INFORMATION

ORGANIZATION

Skills, Training,
Knowledge, ...

Systems, Databases,
Networks, ...

Culture, Leadership,
Alignment, Teamwork, ...

!

!

!

INTANGIBLE
ASSETS
B2C ?

SPICES
!

Maslow
!

Hofstede
!

Security
Pride
Innovation
Comfort
Economy
Sympathy

Physiology
Security
Socialization and Love
Self-Estim
Accomplishment

Power Distance
Individualism
Masculinity
Structured Situations
Long-term Perspective
A practical exploration matrix

Step 1 $
$
$
$
$
$
$

!

Step 2$
$
$

!

Step 3$
$
$

!

Step 4$
$
$
$
$

!

Step 5 $

!

Step 6 $

!

Step 7 $

!

Step 8 $

Generate 50+ idea of customers" bene!ts
20 min, no objections
Announce each idea
Feel free to precise with di%erent versions
Regroup ideas by a&nity
No analysis
Separate your 5-8 packs in a right / left logic
Casually you « 1 » and your « 2 »
Boot Excel
Keep everything, dump duplicates
Rewrite as a tweet (bene!ts, no specs)
Give the ideal score of each item (1 to 10)
Position the competitors as « 7 families »
Benchmark your possible MVP and V1
Explore the market and go back to step 1

Added value formulation ✔
Innovation marketing ✔
Product roadmap ✔
Competition analysis ✔
Customers segmentation ✔
Making co%ee ✘
Getting the Magic Spot
Getting the Magic Spot
Getting the Magic Spot
Getting the Magic Spot
Getting the Magic Spot
Getting the Magic Spot
Getting the Magic Spot
Getting the Magic Spot
Killer Rabbits in your Incubator

Adde
Value

Business
Models

Intrapreneurs

!
!
Your typical BU
Ideas
Patents
Trends
…

Prototype
something that sells

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