Graduation Thesis: International business and Management: Innovation and leadership @ IBMS Top of Holland. Result:8.9. How can Lean Startup methodology be introduced towards structuring the fuzzy front end of New Product Development in an Agile software development environment, specifically Goyello?

1. Iterative
development in
a time of plan
driven
management
Case study:
Goyello
Lukasz Wojtusiak Innovation
Ambassador
Prepared for: Thesis defense committee
Leeuwarden
28th of August 2014

2. Today’s Agenda
Introduction to the topic: Challenges in managing innovation
5.
4.
3.
2.
1.
Background of the problem: New Product development
Background of the solution: Lean Startup and Business Model
Generation
Case study & Experiment: Agile software development innovation
Insights and results: Outcomes, Conclusions, Recommendations
and Impact

3. Introduction to the topic: Challenges in managing innovation 1.
a. Corporate innovation in a world of complexity and uncertainty
b.
c.
d.
Innovation as currently seen viable within the industry
Startups do it differently
Looking at startups for the solution

4. No more business
model exclusivity
Speed of
technological
advancements
Globalization
1. a. Corporations and innovation in a world of complexity and uncertainty

5. Knowledge driven
Cost driven
Plan driven
1. b. Barriers within organizations

6. Validation driven
Incremental development
Iterative development
1. c. Startups do it differently

7. Lean Startup
Methodology
1. d. Looking at startups for the solution
New Product
Development
???

8. How to research the
unknown?
Design Science Research

9. Background of the problem: New Product development 1.
a.
b.
c.
d.
The inputs and outputs of new product development
The different phases of new product development
Stakeholders of new product development
New product development redefined
2.

10. 21.. a. The inputs and outputs of new product development

11. 21.. b. The different phases of new product development

12. 21.. c. The stakeholders of new product development

13. 21.. d. New product development redefined

14. Background of the solution: Lean Startup and Business Model
Generation 3.
a. The Lean Startup Methodology
b.
c.
d.
Business model generation
Value proposition design
Integrated model of NPD

15. 3. a. The Lean Startup Methodology

16. 13. b. Business model generation

17. 13. c. Value proposition design

18. 13. d. Integrated model of NPD

19. Case study & Experiment: Agile software development innovation 1.
a.
b.
c.
d.
Goyello and Green field projects
Agile and Scrum
The experiment
The measurements
4.

20. 100 Employee
5 locations
Clientele Worldwide
Involved in greenfield
projects using the following
technology:
41.. a. Goyello and Green field projects
Goyello today

21. Concept stage Prototype stage Realization stage
41.. a. Goyello and Green field projects
Webmerce
E-commerce
solution for SME
‘Project Silver’
Commissioned
project to be the
Airbnb of …
Fantuner
Social media
marketing tool
based on
interactions

22. 41.. b. Agile & Scrum

23. 41.. b. Agile & Scrum

24. The goal of the experiment “understand and conceptualize around
technological opportunities, customer preferences, and market
positioning.”
Duration: 90 minutes
Introduction (5 minutes): Explain the mindset and tools.
Step 1 (20 minutes) Identify the vision, technology, and customers.
Step 2: (20 minutes) Understanding the customer needs and potential
solutions.
Step 3: (20 minutes) Conceptualize busines models around the needs and
solutions.
Step 4: (20 minutes) Ideate new potential business models.
41.. c. The experiment

25. 21.. d. The measurements
The
workshop
2. Goals
of NPD
3. Phase
of NPD
4. Goal of
BMG
5.
Function
of ASD
6.
Desirabilit
y
7.
Usability
1. Quality
8.
Performanc
e
General
Quality
Check
3 stakeholders
Measured:
Strategic
Marketing
Product
2 questions
per topic

26. Insights and results: Outcomes, Conclusions, Recommendations
and Impact 5.
a. Results of experiment
b.
c.
d.
Conclusions
Recommendations & Impact
Further research

27. 2. Goals of
NPD
3. Phase of
NPD
5. a. Results of experiment
4. Goal of
BMG
5. Function
of ASD
1. Quality
• Very high
rating of
facilitator and
workshop
• High results
especially
towards
Strategic
value
• Average
results, High
towards
Strategic value
• Average results, many
of the shortcoming are
derived from this point
• High on marketing,
average on strategy, low
on Product

28. 6.
Desirability
7. Usability
8.
Performanc
e
• Workshop with clients: High
• Learn more: Very High
5. a. Results of experiment
Short
comings
• Starting project: High
• Current project: High
• Communication: Very high
• Creativity: High
• Lack of Time
• Lack of previous knowledge
• Examples
• Lack of validation

29. • The Fuzzy front end of NPD
• Lean Startups relevance towards NPD
• Agile software development relevance to LSM and
15. b. Conclusions
NPD
• Added value of LSM to the Fuzzy front end
• Added value of LSM to Agile software development
• The format of introduction
• Introducing LSM in a Agile environment

30. People
Culture
15. c. Recommendations & Impact
Methodolog
y
Resources Structure

31. • Refinement of tools for concept phase
• Further indepth research into the specifics of the Agile environment
• A exploration of the prototype phase within NPD
• Further exploration of the specific stakeholder values of NPD
• Further exploration of the specific inputs and outputs of NPD
• The role of “Lean NPD” within Product lifecycle management
15. d. Further research

32. Thank you !
Please check out the
report for more in-depth
information of
the research,
conclusions and
recommendation.
Questions?