Transcript Guy Kawasaki www.artofthestart.com
How to identify product needs and gaps Dr. Jim Hershauer
1 16 2008
Strategy Choices
• What Business Are We In?
• Who Is the Primary Customer?
• What Are Limited Resources?
• What is Our Specialty/Strength?
• What Processes Do We Excel At?
• What Partnerships Make Sense?
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Entrepreneurship
A process of applying innovation to meet an opportunity in the marketplace [email protected]
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What is the nature of the marketplace?
• Markets – Global – Unpredictable • Competitors – Changing – Unforeseen • Customers – Changing – Reach & Richness of Information
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What is the Process?
1. Observation
& documentation
2. Idea generation
& screening 3. Evaluation of product/service bundles
4. Innovative
technology or
business model 5. Prototype
& business plan 6. Implementation strategies &
metrics
7. Commit resources &
create value
8. Execute tactics & operations to
capture value
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Choosing a Value Discipline
Treacy & Wiersema • Process Excellence • Market Leadership • Customer Intimacy And now a fourth alternative?
• Environmental Innovation
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Value Proposition
• Speed Benefits • Quality Benefits • Flexibility Benefits • Environmental Benefits • Costs [email protected]
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Environmental Benefits • Award of contracts • Coverage by insurance companies • Receipt of financial needs • Stock prices and stockholder satisfaction • Market order qualifier • Consumer perceptions – order winner • Contribution to future • Product/service bundle life-cycle benefits
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Esty and Winston www.eco-advantage.com
• Eco-efficiency • Value chain eco-efficiency • Eco-risk control • Eco-design • Eco-sales and marketing • Eco-defined new market space • Intangible value [email protected]
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Mindset Principles
• Systems thinking on net value-added • Do the right thing • Meet customer needs and environmental goals • Understand stakeholders’ feelings • Leader commitment [email protected]
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Eco-tracking Tools
• Life cycle assessment (LCA) • Metrics • Trace footprint • Product/service delivery and use • Materials database • Management systems (ISO 14000) • Partnering (including NGOs and communities) • Supply chain models [email protected]
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Design Tools
• • • • • • • • • • • • • DfE (Design for Environment) AUDIO (aspects, upstream, downstream, issues, opportunities) p. 62 Stakeholder analysis p. 97 LEED (Leadership in Energy and Environmental Design) LOHAS (Lifestyle of Health and Sustainability) Closed loop models Supply chain audits EPA guides EPEAT and other industry standards Mayors and University Presidents initiatives NGOs and other rating systems Eco-labeling The Equator Principles [email protected]
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