Talk given at Verhaert Innovation Day 2013, 18th October 2013, in Kruibeke, Belgium. Abstract: Generally, clients want to see finished products that suit their application perfectly. However, the product developer is sometimes forced to perform road shows in an early development stage. In this presentation, the opportunities and drawbacks of product demonstrations in an early design stage are discussed, based upon our experience in the development of a high-tech and challenging device for the aviation industry.

1. Product roadshows in an early development stage:
Pros & Cons
1

2. Jef Aernouts
2012 – now
Consultant Applied
Physics and Systems, Verhaert
2007 – 2012 PhD in Physics, University of Antwerp
2003 – 2007 Master in Physics, University of Antwerp
jef.aernouts@verhaert.com
2

3. Content
1.
2.
3.
4.
5.
The title
Based upon a true story…
What makes a good demonstration?
Early stage demonstrations: discussion
Conclusions
3

4. Product roadshows in an early development stage
Source: merriam-webster.com/dictionary
4

5. Product roadshows in an early development stage
5

6. Product roadshows in an early development stage
Concept
generation
Demonstrator
Lab-scale
testing
Prototyping
Detailed
design
6
Production
…

7. Product roadshows in an early development stage
Concept
generation
Demonstrator
Lab-scale
testing
Prototyping
Detailed
design
Production
…
Example: Chromascope (measure color and fluorescence in rough diamonds)
7

8. CONFIDENTIAL
Based upon a true story…
8

9. Who?
+
• Initiative
• Contacts with relevant industry
• “Commercial”
9
• Product development
• Testing
• “Technical”

10. What?
Tool for measuring boreholes in aviation industry

Production
10
Research

11. What?
•
•
HQMS: Hole Quality Measurement System
Revolutionary device:
11

12. Where?
Roadshows to…
March 2013
• Dallas (F-35)
• Tampa (F-16)
• Atlanta (C-130)
April 2013
• Nantes
•Toulouse
12

13. When (in the development stage)?
Current position
Concept
generation
Demonstrator
Lab-scale
testing
Prototyping
Detailed
design
Production
…
Artist impression
13

14. When (in the development stage)?
Breadboard:
14

15. CONFIDENTIAL
What makes a good demonstration?
15

16. What is a good demonstrator?
The cheapest solution to demonstrate the Front End of the product:
•
•
•
•
Demonstrating the meaning
Demonstrating the usability
Demonstrating the desirability
Demonstrating the feasibility
 Know your public, and focus accordingly!
16

17. What is a good demonstrator?  HQMS
The cheapest solution to demonstrate the Front End of the product:
•
•
•
•
Demonstrating the meaning
Demonstrating the usability
Demonstrating the desirability
Demonstrating the feasibility
 Know your public, and focus accordingly!
chief measurement systems,
representatives measurement systems,
production engineers,
quality control engineers,
purchasing
Demo time: 1.5 h
60% commercial,
40% technical
17

18. What is a good demonstrator?  HQMS
The cheapest solution to demonstrate the Front End of the product:
•
•
•
•
Demonstrating the meaning
Demonstrating the usability
Demonstrating the desirability
Demonstrating the feasibility
 Know your public, and focus accordingly!
chief measurement systems,
representatives measurement systems,
production engineers,
quality control engineers,
purchasing
Demo time: 1.5 h
60% commercial,
40% technical
18

19. From “one trick” towards engagement
•
•
Creating a momentum
Build upon insights during the roadshow
19

20. From “one trick” towards engagement  HQMS
•
•
Creating a momentum
Build upon insights during the roadshow
Experiences with HQMS:
• Give handovers, brochures
• Invited for a demo in-house (at Verhaert)
• Samples sent for validation measurements
• …
20

21. A good demonstration
Business
factors:
Budgets &
timing
Human
appreciation
factors:
Usability &
looks
Technical
risk factors:
Demonstrated
functionality
21

22. A good demonstration  HQMS
Business
factors:
Budgets &
timing
Human
appreciation
factors:
Usability &
looks
Technical
risk factors:
Demonstrated
functionality
22

23. A good demonstration  HQMS
Business
factors:
Budgets &
timing
Human
appreciation
factors:
Usability &
looks
Technical
risk factors:
Demonstrated
functionality
23

24. A good demonstration  HQMS
Business
factors:
Budgets &
timing
Human
appreciation
factors:
Usability &
looks
Technical
risk factors:
Demonstrated
functionality
24

25. It is not just a technical demonstration
25

26. It is not just a technical demonstration
It is about creating interest and confidence
26

27. CONFIDENTIAL
Early stage demonstrations: discussion
27

28. Early stage demonstrations… are not new
High investment cost
e.g. real estate
28

29. Early stage demonstrations… are not new
High investment cost
e.g. real estate
Niche market
e.g. aviation industry
29

30. Early stage demonstrations… are not new
High investment cost
e.g. real estate
Niche market
e.g. aviation industry
Intensive R&D projects
e.g. introduction iPhone 1
30

31. Early market feedback
•
•
For niche markets
For highly investment intensive R&D projects
31

32. Early market feedback
•
•
For niche markets
For highly investment intensive R&D projects
•
Turning around the learning curve
Learning curve
Feedback
Time
32

33. Early market feedback
•
•
For niche markets
For highly investment intensive R&D projects
•
Turning around the learning curve
Learning curve
Feedback
1
2
33
Risk management
3
Time
Feature management
Budget management

34. Feature management
1
User-centered design: customize product to specific needs user
Source: www.dcndx.com
34

35. Feature management
1
User-centered design: customize product to specific needs user
Early stage feedback  Reduce implementation cost
# Changes (conventional)
# Changes with early feedback
Cost per change
time
35

36. Feature management  HQMS
Learned from early stage demonstration with HQMS:
•
•
•
•
•
•
•
•
•
Work on carbon fiber materials
Mounted on a robot ↔ handheld
Use a docking station for data-transfer
Be able to measure blind holes
Measure smaller diameters than initially thought
Head height measurement
No bushing can be used for positioning
Measure curvature of a hole
…
36

37. Feature management  HQMS
Learned from early stage demonstration with HQMS:
•
•
•
•
•
•
•
•
•
Work on carbon fiber materials
Mounted on a robot ↔ handheld
Use a docking station for data-transfer
Be able to measure blind holes
Measure smaller diameters than initially thought
Head height measurement
No bushing can be used for positioning
Measure curvature of a hole
…
For production: some features removed rather than added.
“Avoid building a Rolls Royce when a Peugeot is needed”
•
•
•
Should just have a go/no-go LED
Some diameters never measured
…
37

38. Risk management
2
Early detection of risks allows measures at lower costs and with less impact on schedule
“Fail fast, fail cheap”
Source: INCOSE Systems Engineering Handbook
38

39. Risk management  HQMS
Learned from early stage demonstration with HQMS:
•
•
•
•
•
Rough handling in production: dust, dropped…
Blind holes: probe tip damage
Device cannot make use of Wi-Fi
Specific materials: no reflection
…
39

40. Budget management
3
Early stage roadshows allow…
not to spend more money
than needed.
40

41. Budget management
3
Early stage roadshows allow…
to amortize development cost on
production.
not to spend more money
than needed.
41

42. Budget management
3
Early stage roadshows allow…
to amortize development cost on
production.
not to spend more money
than needed.
to have early go/no-go decisions.
42

43. Budget management
3
Early stage roadshows allow…
to amortize development cost on
production.
not to spend more money
than needed.
potential co-investment
of lead user.
to have early go/no-go decisions.
43

44. Budget management  HQMS
Early stage roadshows allow…
Low-budget demonstrator
~ 20 hours
not to spend more money
than needed.
Low-budget user interface
~ 40 hours
44

45. CONFIDENTIAL
Conclusions
45

46. Product roadshows in an early development stage
+
•
•
•
•
•
•
•
-
Early market validation
Create engagement
Turn around the learning
curve
Detect desired features
early
Detect risks early
Reduce costs
…
•
•
•
•
•
46
IP position
Readiness (cf. iPhone 1)
Unfinished product
Lead users can lead to
over-specification
…

47. Product roadshows in an early development stage
•Know your audience
•Consider the pros and cons
•Manage expectations
•Have a clear business proposition
•Make sure you control the demo infrastructure (network, beamer …)
•Be sure the demonstrator works
Turn early stage demonstration into a positive experience!
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48. Risk based development methods
Cut
Tangible
Risk focus
Early
Options
• Development
phases
• Functional
subsystems
• Visualize
• Simulate
• Test
• Review
• Roadshow
• Criticalities
• Added value
• 360°
• Rapid
prototyping
• First time right
• Backup
• Buffer
• Requirements
vs. design
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49. 49

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