The document discusses a marketing class group project to develop an innovation using a service-based approach. The group brainstormed ideas for either a product-oriented, usage-oriented, or result-oriented service. They came up with several ideas, including a breakfast delivery service. This idea was selected because a group member mentioned a similar successful service in China. The group decided to focus on delivering breakfast to people who don't have time in the morning due to work or school. They planned to use an app and vehicles like scooters to deliver breakfast within 15 minutes in major French cities 7 days a week.

1. In the framework of our marketing class, we were asked to form groups of 4-5 students and
find an idea of an innovation by the service (“innovation by servicization”) with three
possible options:
-
Product oriented service
Usage oriented service
Result oriented service
In that first part we will see how we get to our innovation idea, what is our innovation, and
finally what our focus group think about it.
Part 1: Innovation
I) Brainstorming
Our first task was to find 3 innovations using a brainstorming. We quickly see that it was not
easy to find some ideas starting from nothing. To find, we let us a few minutes to think
individually to possible innovations that could come to our mind, focusing our search on
“what service do we need more in our life that don’t exist yet? Then we decided to do a
speaking turn, allowing each member to tell what he found. That method permits us to
generate and share a lot of ideas.
That’s how we found the following ideas which we classified according to the three criteria
given in the course:
 Idea classification
Product oriented services:
-
Multimedia service: A 24 hours a day and 7days a week assistance service company
that come to your home quickly to fix all your multimedia problems (TV, internet,
phone…).
-
Car park service: A valet that takes you car at each public parking entrance in big
towns and parks it for you. A 24 hours a day and 7 days a week service.
-
Breakfast delivery service: To deliver breakfast at home or office for people that do
not have time to take breakfast at home on the morning.
 Our choice of one idea:
Among all the ideas mentioned, we decided to focus on one concept:
-
The breakfast delivery service

2. Why we chose this idea?
We chose this idea at the unanimity in the group because what happened is that one
member of our group was from China and she told us during the brainstorming that in
her country, there was already this kind of service and it was working really well. We
began to explain to her that this concept did almost not exist in Europe, or was really
little developed. We said that it will be great for us, as students to have our breakfast
delivered on the morning because most of us do not have time to take breakfast for
several reasons (we do not have time or we do not take it, we prefer to skip the
breakfast to sleep more, we are too lazy to prepare our breakfast on the morning etc …)
but also we thought that a lot of people could be interested in it. Moreover, we chose
that option, because for the two others concepts, we found some disadvantages:
-
Car park service: people are too much used to park their car by themselves. It will be
hard to change their mind to make them use this service.
-
Multimedia assistance: This kind of service already exists almost in the same way
with the phone assistance proposed by the selling company of multimedia goods.
And also people are becoming more and more educated in new technology and
multimedia and very often they arrive to solve their problem by their own without
needing any help.
II) Defining our idea
 The breakfast delivery service
Our concept here is really simple. We figured out that a lot of people ( workers, students) do
not have time to take breakfast on the morning because of several reasons ( lack of time,
want to sleep more, laziness…) and go to work or school without having taking their
breakfast , which is considered by lot of nutritionists as the most important meal of the day.
We considered thus that as a lack for people, and thought it could be a need for them to get
their breakfast delivered at work, school etc.
More precisely , we want to create a business of breakfast delivery first in France, in all big
cities (Paris, Marseille, Lyon, Lille, Nice…) open 7 days a week and delivering a selection of
products ( croissant, chocolate bread, tea, coffee…) directly at work or school. People will
can order directly from their mobile through an application and be delivered in just 15 min in
average. To deliver, we will use scooters and cars.