Transcript LTC 2012 PPT Slide Template

Products & Services (Div/Inst)
Rick Marboe, VP-Elect, P&A
[email protected]
Session Objectives
At the conclusion of this session, you should:
• Be aware of available ASME products and services
and how to access them
• Gain an ability to understand and execute the
principles of product portfolio assessment,
prioritization, implementation, and management.
• Leave with ideas of how your unit could increase its
value to its members and customers through
development of new products and services
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Session Outline
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• Review available ASME products &
services
• ASME’s, K&C and Institutes Sectors’
Strategic Priorities
• Stage Gate Management Process
• Case Studies
• Help create potential solutions scenario
• ASME’s Product Portfolio
Development Approach => Your Unit
Use
Session Schedule
Time
(5 mins)
(20 mins)
(5 mins)
(5 mins)
(25 mins)
(30 mins)
(20 mins)
(10 mins)
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Activity
Session introduction
Overview of available products and services
Questions & discussion
Review of Strategic Priorities
Selection via Stage Gate Management Process
& Case Studies
Process Application Exercise
Group reports & discussion
Wrap up
What is a Product/Service?
• Something offered to a customer
• Has a perceived value
• Doesn’t necessarily have to be sold for money
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Product Development Model
Customers
Delivery
e.g. Members and
prospective members
Customer
needs
Typically a
Product
volunteer-staff
Development
partnership
ASME
Products & Services
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Content & Delivery
• Content is predominately developed by ASME
volunteer membership
• Delivery mechanisms are mostly developed or
facilitated by ASME staff
• You can create member engagement and maintain
technical interest by repackaging content and using
multiple delivery methods
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ASME product/service types with examples
• Codes & Standards
– Codes, Standards, Certifications, Training
• Publications
– Magazines, Books, Journals, e-Library
• Membership and Member Benefits
– Student, Member, Affiliate, Life, Fellow, Honorary
– Insurance, Financial Products, Discounts, ThomasNet product search
– Community and Content
• Education
– Courses, Seminars, Training, Webinars, AMA discounted courses
• Events
– Conferences, Meetings, Career Fairs, Early Career Forums, Exhibits
• Competitions & Opportunities
– Contests, Awards, Internships, Fellowships, Volunteer Opportunities
• Resources
– Networking, Websites, Newsletters, White Papers, Online membership
directory
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Technical Content & Information
• Live training courses and seminars
• On Line courses on technical topics, management,
college credit and leadership
• ASME Journals and Conference Proceedings
• ASME Press Books
• ASME e-Library (75 interactive books)
• Codes & Standards
• Technical conferences
• Technical, managerial and ethical topics related to
licensure
(Also the potential to develop and contribute technical content
for several of the above products)
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Community Building and Networking
• Local Section activities and programs
• Technical Division/Institute activities and
programs; Technical Chapters
• ASME Code committees
• Affinity Groups
• Conferences
• Tours and Social Events
• ASME on Peerlink, Facebook, LinkedIn,
Twitter
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Career Resources & Job Search
•
•
•
•
•
•
•
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Career Center (articles and tips)
Resources for Entrepreneurs
Job Board
Salary Survey
Professional Practice Curriculum
Joint Society Memberships
E-Mentoring (currently being re-vamped)
Volunteering & Giving Back
• Leadership positions in your unit and the
international ASME
• Mentoring students and early career engineers
• Mentoring student design teams (pre-university and
university levels)
• Supporting ASME Student Section activities
• Judging student design teams and Old Guard
Competitions
• Supporting Engineers Week in your local community
• engineeringforchange.org
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Awards & Recognition
•
•
•
•
•
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Society awards
Dedicated Service Award
Unit awards
Lecture Award
Fellow
Membership
• Included in Membership:
–
–
–
–
ME Magazine
ASME News
ASME e-Library
Networking: Join Technical
Divisions/Institutes/Local Sections/Affinity Groups
– Email Alias ([email protected])
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Discounts
• Discounts on personal resources/benefits:
–
–
–
–
–
–
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ASME journals, conferences, courses, books
Insurance
Bank of America Financial Products
Financial Advice
FedEx shipping
Amer Mgmt Assoc courses, books, seminars
General Resources
•
•
•
•
ASME.org
ME Magazine
ASME News
Government Relations/Public Policy
– Advocacy for the Profession
– Capitol Update
– Federal Fellows
• Environmental Scans
• Ethics Center
• History Center (ME landmarks)
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Specifically for Early Career Engineers
•
•
•
•
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ME Today newsletter
Early Career Technical Seminars
Early Career Forums
ECLIPSE Internship
K-12 Outreach
•
•
•
•
•
•
•
•
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Public awareness of the engineering profession
Workshops for educators and engineers
Resources for pre-college teachers and counselors
Financial support for FIRST Robotics competition
Teacher Workshop Guide (for ASME Sections)
Career guidance material
Hands-on curricula
Heroes of Engineering (comics)
What is a Product/Service?
• Something that fills a market need
• Something offered to a customer
• Impact can be financial or mission oriented …
ASME product/service types with examples:
OK – We have some ideas – now how
do we choose what to do?
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ASME Strategic Objectives
http://strategy.asme.org
Global Impact
ASME’s
Strategic
Focus
Energy
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Workforce
Development
• Energy – Serving as an
essential energy technology
resource
• Global Impact – Providing
locally relevant standards,
certification, technical
information, networking,
and advocacy
• Engineering Workforce –
Expanding the capacity
and effectiveness of the
engineering workforce
Strategy Integration Roadmap Example
New Products
that Align to ASME’s
Strategic Objectives
WORKFORCE
DEVELOPMENT
New Product
Idea Generation
Knowledge Based
Business
Approach for New
Product
Development
Better Access
To P&S
Communication
Effectiveness
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GLOBAL IMPACT
ENERGY
Attract Students
& EC Engineers
Balance
Volunteer Workload
Revenue
Generation
Knowledge and Community Sector
Strategic Objectives
1.
2.
3.
4.
Attract and retain students and early career engineers
Balance the volunteer workload
Reduce K & C’s operating subsidy
Improve communication effectiveness: with members,
with units
5. Make it easier for members to access ASME products
and services.
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Institutes Sector Board
Strategic Objectives
1. Serve as communication link to and from the ASME
BOG
2. Facilitate the development of new institutes.
3. Share best practices among the Institutes and within
ASME.
4. Facilitate communications and awareness with other
ASME Sectors.
5. Recommend mergers and acquisitions of outside
organizations to become Institutes of ASME (interface
model).
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A Knowledge Based Business
Development Process
Why do we need it?
• Make decisions that address business
opportunities
• More effective use of finite volunteer
and Society resources
• Aligns products and services to
meeting Society and technical unit
objectives and enhancing member
customer value
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Stage Gate Process
A Stage-Gate Process is a roadmap for moving a newproduct project from idea to launch. The Stage-Gate
divides the process into distinct stages separated by
decision gates. At each stage, a prescribed set of tasks
or criteria must be met in order to proceed to the next
stage. The Stage Gate Process allows for:
– Well-defined decision criteria
– Significant resources to be allocated only after
preliminary requirements are met
– Clearly identified and accepted roles and
responsibilities
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Selection Filter
Ideas
Filter 1-Alignment to ASME
vision, mission and core
values and external trends
Filter 2-Alignment to ASME’s
technical communities or
institutes interests and
expertise
Filter 3-Prioritization
of ideas
Selection
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Launch
Management Process Overview:
Emerging Technologies Example
Phase 1
Strategic
Assessment
Gate 1
ET selection
Phase 2
Community
Analysis
(draft completed)
Gate 2
Product portfolio
development &
enhancement
Phase 3
Gate 3
Prioritization
(work in progress)
Phase 4
Planning &
Development
Phase 5
Phase 6
Delivery
Assessment
Enhance product portfolio
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Gate 4
Exit
Phase 1: Strategic Assessment
Gate 1
Idea Generator
Individual
ASME Member
ASME Committee
ASME Staff
Other
Idea
for
New
ET area
1.0
2.0
Provide Proposal
form and
instructions to
Idea Generator
Complete
Proposal and
return to K&C ET
Staff
K&C ET Staff
Idea Generator
3.0
Preliminary
Proposal
Obtain
preliminary input
from ETC and
ASME GR
Preliminary
Proposal &
volunteer input
Decision
Process
Gate 1
K&C ET Staff
No
Decision Process – Gate 1
Proposal*
CONTENT
- Scope
- Rationale
Activity Number
Legend
Activity
Responsible
Party
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IMPACT
- Funding trends
- Audience
CONTRIBUTORS &
COMPETION
- Current Players
- Potential Collaboration
*Please see proposal template for
compete list of questions
Themes for Decision Criteria:
- Relevance to ME
- Alignment with ASME’s strategic
initiatives
- Upward funding trends in ET area
Decision Maker(s):
Chair, Strategic Planning Committee
Chair, Emerging Technology Committee
K&C ET Staff
Supported By
Portfolio Management
4.0
Communicate to
Idea Generator
decision not to
pursue effort
Chair SPC
Terminate
Yes
2
Phase 2: Community Analysis
5.0
Compile current
activities and
collaboration
opportunities across
ASME
Portfolio
Management
2
6.0
Gate 2
7.0
8.0
9.0
Identify Division and
other internal
constituent interest,
and gaps in internal
expertise
Investigate potential
external partners
(organizations,
individuals, etc)
Evaluate potential
partners’ interest in
collaborating with
ASME
IC, SPC, K&C ET
Staff
Idea Generator
K&C ET Staff / Idea
Generator
Compile current
activities and
stakeholders within
technical
communities
IC, SPC
No
10.0
Decision Process – Gate 2
Themes for Decision Criteria:
- ASME volunteer support/interest
- Expertise to participate
Decision Maker(s)
Chair, SPC
Chair, IC
Director, K&C ET Staff
Supported By
Members, SPC
Portfolio Management
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Decision
Process
Gate 2
Communicate to Idea
Generator decision
not to pursue effort
Chair SPC
Terminate
Yes
3
Phase 3: Prioritization Phase
Gate 3
3
11.0
12.0
13.0
Complete
Market and
Competitor
Analysis
Prioritize all new
ET ideas using
ET assessment
dashboard
Identify fit with
current ET
portfolio
MR & DA
SPC, K&C ET
Staff, Portfolio
Management
K&C ET Staff,
Portfolio
Management
14.0
Decision
Process
Gate 3
New ET idea(s)
to pursue
immediately
Engage volunteers
and staff who will be
working on ET area
IC, K&C ET staff
New ideas not to pursue immediately
15.0
Ideas to re-visit in the future
Communicate
decision not to
pursue idea at
current time
Chair SPC
ET Assessment Dashboard
Rejected ideas
Terminate
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Decision Process – Gate 3
Themes for Decision Criteria:
- Promising market potential and competitive
landscape
- Complements current ET portfolio
- Staff resource availability
Decision Maker(s)
Chair, SPC
Director, Technical Programming & Development
Supported By
K&C ET Staff
Portfolio Management
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Collaboration & Portfolio Development
Product/Service Roadmap
CRTD
Gov’t
Rel
News +
white papers
Areas for research
committees to develop
SPC
ETC IC
Balanced mix of revenue and mission products
Possible disciplines
for standards
development
BoND
EESAB
Enhance portfolio Acronyms
of products in
existing disciplines SPC: Strategic Planning Committee (K&C – Technical Communities)
ETC: Emerging Technology Committee (K&C-TC)
Tech
Div
CRTD: Center for Research & Technology Development (K&C-TC)
BoND: Board on New Development (Standards & Certification)
EESAB : Energy & Environmental Standards Advisory Board (S&C)
IC: Interdisciplinary Council (K&C-TC)
Abbreviations
Tech Div: Technical Division (K&C-TC)
Gov’t Rel: Government Relations
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Case Study:
Product Portfolio Development :
Nano Engineering & Health Care
• ASME Journal : Nanotechnology in
Engineering and Medicine
• 1st Global Congress : NanoEngineering for
Medicine and Biology
To-do list : How can we?
- Continue to build community
- Continue to build our relationships with
multidisciplinary organizations, experts
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Case Study:
Journal on Nanotechnology in
Engineering and Medicine
Community and Stakeholder
Engagement
Strategic Assessment and
Analysis
Idea Generation
Product Roll-out
Decision Making
Planning, Development and Implementation
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Case Study:
Global Congress on NanoEngineering for
Medicine and Biology
Data Collection
Strategic Assessment and
Validation
Community and Stakeholder
Idea Generation
Planning, Development and Implementation
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Product Roll-out
Goals of TCOB New Product
Development Funding Process
• To provide Technical Communities with the opportunity
to be agile, flexible and meet market demand for new
products & services
– To enhance our ability to deliver products that support
or align with ASME’s Technical Communities’ value
proposition
• To promote development of new or multidisciplinary
technical areas across multiple ASME units
• To provide funding & a forum to launch new products for
which custodial or other resources are not immediately
available
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Mechanics of NPD Funding Process
• Has two “pitch” elements:
1. Oral pitch
• Concept for a new product is articulated
• Product examples: one-time workshop, roundtable,
conference track, etc.
2. Written Proposal
• “Business Plan” template
• Funding Committee Decision-Making Process:
• Accept/reject oral pitches; accepted pitches move to
“written” phase
• Review, accept/reject written proposals
• Allocate $ for new products
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Your Ideas: Putting Them to the Test
(A Group Exercise)
Filter 1 - Alignment to ASME and
Sector vision, mission and core
values and external trends
Filter 2 - Alignment to ASME’s
technical unit(s) interest and
expertise
Filter 3 - Prioritization of
ideas
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Building Community Checklist
Have you included all stakeholders?
 Division Executive Comm, Technical Committees, etc.
 _______________________________________________
 Cross-Sector ASME units
 _______________________________________________
 Students
 _______________________________________________
 Retired Members
 _______________________________________________
 ________________________
 _______________________________________________
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Building Multidisciplinary
Relationships
Checklist
Recommend the non-ASME expert to a :





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Division Technical Committee?
Division Executive Committee?
Standards and Certification Committee?
________________________________
________________________________
Quick New Product Launch
Checklist

Strategic fit
 Alignment to ASME strategy?
 Alignment with K&C or Institutes Sectors’ strategic priorities

Validation
 What data supports your concept? market size, potential, etc.
 Are you filling a need?

How fast can you deliver?
 A few weeks, several months, next year!

Have you considered differing engagement opportunities?
 Roundtable, article, webinar, workshop, etc.
 Have you leveraged ASME HQ capabilities, tools, etc.?

Execute and evaluate
 Would your customers recommend your product?
 How do you plan to continue interactions with your customers?
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Product Portfolio Roadmap
Research Community
Practicing Engineers & Early Career Engineers
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Recap of the Processes
Tools to help your unit more
effectively and efficiently make
decisions about creating a portfolio
of unit products and services
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Unit Product Portfolio Development
How do You Start?
– Where does your idea fall on the
portfolio roadmap?
– Engage other stakeholders and staff
– Validate concept
• Filtering process (Adaptive to your
needs)
– Consider delivery method options
– Plan and Launch
– Evaluate and Product Improvement
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Stage Gate Approach
Phase 1: Strategic Assessment
Phase 2: Community Analysis
Phase 3: Prioritization Phase
The stage gate is the continue or
terminate decision made at the
end of each phase.
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Knowledge into Practice
• Divide into 2 or 3 groups
• (10 min) Brainstorm to develop a list of possible
new products and services from your division or
institute that are different from any provided now
(expand your portfolio). What would create value
that would attract or retain new members?
• (20 min) Use the tools that you have been exposed
to in this session to stage gate these ideas as you
might in your executive committee to ‘down’ select
one product or service to implement.
• (20 min) Discussion with everyone about your
product and how the process worked for each
group.
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Resources
• Books
– Roadmapping Emergent Technologies by Alan Smith and
David Tolfree
– Product Innovation and Technology Strategy by Robert
Cooper & Scott Edgett
– Value Innovation Portfolio Management by Shelia Mello, &
Wayne Mackey
– (all available on Amazon.com or barnesandnoble.com)
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Contact Information
• Russ Skocypec, Chair, K&C Board on Technical Knowledge
Dissemination (BTKD)
– [email protected]
• Raj Manchanda, Director, Emerging Technologies
– [email protected]
• Michael Ireland, Managing Director, Knowledge & Community
Sector – [email protected]
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During this session, you should have:
• Reviewed available ASME products & Services
• Gained an understanding of the processes and best
practices for your unit to develop and implement new
products and services that:
– are aimed at adding value and meeting the needs of
ASME’s members and customers
– advance the strategic priorities of ASME and the
Knowledge & Community and Institutes Sectors.
• Gained an ability to understand and execute the
principles
of
product
portfolio
assessment,
prioritization, implementation, and management .
• Gained an understanding of how your unit can
approach new product development with the idea of
building a portfolio of related products.
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It is now up to you to bring this
methodology back to your unit
executive committee to implement.
You can inspire others to make a
difference in your unit and ASME if
they know their ideas will get a fair
evaluation and you develop a product
and services portfolio to appeal to a
breadth of customers.
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Products & Services
(Divisions/Institutes)
For questions or comments
Rick Marboe
[email protected]
Presentation available at
events.asme.org/LTC12/
home.cfm
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