Transcript Supporting Innovation through NPD Process and the creation

"A Roadmap to
New Product Development"
Supporting Innovation Through
The NPD Process
and
the Creation of Spin-off Companies
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NPD Roadmap
Elements of Innovation
New Product Development Roadmap.
Is a tool that can help companies and organizations to successfully
develop new products or upgrade existing ones through a series of
logical steps, starting New from the process of idea generation and
ending at the launch of the product into a market. This kind of
roadmap is usually based on the model developed by Dr. Robert G
Cooper and it is known as Stage – Gate Process.
Creating a spin off company.
Spin offs are the new entrepreneurial activities that have as a
scope the financial utilization of innovative results of scientific
research, which could be products, services, processes or even
organizational structures.
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Roadmaps
A
B
Theoretical
Analysis
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Input
Creating a spin off company
New Product Development
NPD Roadmap
Creating the Roadmaps
Content Presentation
Software Tools
Books
Web Links
Black Box
Articles
Output
Flow Diagram
Research
The User Perception
NPD Roadmap
Roadmaps
Sequential progress through the roadmap stages
Each roadmap will include sub-stages and decision points which
will act as gates – that will allow the user to go from one stage to
another.
Ability to create new projects on each roadmap and.



Analyze.
Plan.
Monitor them.
Activity log: It will be user – friendly and all data entered will be
saved in a database for future reference and evaluation or
benchmarking.
Most of the tools or techniques that are available today for each of
them will be included in the roadmap depending on the stage that
the users exploits.
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NPD Roadmap
Schematic Approach
Idea
Generation
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Idea
Screening
Concept
Development
Product
Development
Product
Launch
NPD Roadmap
I. Idea Generation
Generation of new ideas
Conjoint Analysis
There are many techniques
Quality Functional Deployment
and tools
Internal & external sources
Requires a person who will
Voice of Customer
Brainstorming
Use of Competitive
collect the proposed ideas
Intelligence
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NPD Roadmap
Brainstorming Facts
Good technique to obtain
broad and odd ideas for new
products
that
can
be
developed fast.
There is individual and group
brainstorming. Both have their
advantages
and
disadvantages.
Group is more effective but
individual
a
lot
more
productive.
In group it is critical the set up
of rules that will govern each
session.
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NPD Roadmap
Use of Competitive Intelligence
Use of public resources to find out
about competition.
Information gathered must not
only be on competitors but also
on market trends and market
situation, technological advances
and economic conditions.
Very thin line between C.I. and
industrial espionage so one must
be extremely careful of what
information he gathers and from
where.
On – line tool available can be
found at
http://www.newventuretools.net
under Technology Watch.
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NPD Roadmap
Conjoint Analysis
Can be used in stage 1 of the roadmap.
Very useful in the case of developing complements or upgrades of
existing products.
It works by describing product features and characteristics of a
family products or of a single product, and by obtaining feedback on
these one can determine the level of importance of each as a
numerical value.
By comparing these numerical values, product features can be
optimized, competitor products evaluated and new products can be
developed.
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NPD Roadmap
II. Idea Screening Concept
Development
Typically a combination of
should and ought to be criteria
The first allocation of
resources
Preparation of the action plan
It includes elements such as
 If it fits with the company
strategy
 Competitive advantages
 Market attractiveness
 Technically feasible
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Cost benefit analysis
QFD Quality Function
Deployment
Qualitative Research
Quantitative Research
NPD Roadmap
Cost Benefit Analysis
Business Plan
Why ? The basic objective is to secure finances external or internal to start up a
business venture such as new product development.
When ?
The sooner the better. Usually a business plan or a cost benefit
analysis that is prepared in the last minute, leads to failure and the product never
makes it to the market.
Who ?
A team of specialized personnel coming from different principles and
company departments must provide input and not a single individual.
Usually used in the beginning of NPD since one will want to know if the proposed
NPD process will lead into a profitable product or not.
Tool available on-line at http://www.newventuretools.net under Financing Innovation
and will be possible either integrated or used in parallel with the roadmap.
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Qualitative – Quantitative
Research
NPD Roadmap
Qualitative Research.
Company research tool that
gets a feel of the research topic.
Used in stage 2 of the roadmap.
Not accurate since it targets
focus groups and not the whole
of the market.
Focus
groups
can
be
manageable
potential
customers or users.
Results are usually subject to
great statistical errors.
Helpful for small companies due
to its cost and to the fact that
they can recover easily from
wrong actions taken based on
the research data.
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Quantitative Research.
Based on accurate numerical
measurement of the entire
market population.
Also used in stage 2 of the
roadmap but by large companies
or corporations that can not
afford making mistakes on
product
concept
or
idea
screening.
Needs
well
designed
questionnaires, random sample
and large sample of interveners.
More demanding and informative
questions used than the ones in
qualitative research.
NPD Roadmap
Quality Function Deployment
QFD
The QFD methodology is based on an engineering approach.
QFD use a series of matrices to document information collected
and represent a plan for product development.
Matrices include the “Product Planning Matrix”, the “Concept
Selection Matrix” and the “Assembly – Deployment Matrix”.
QFD can be used in both Stage 1 and 2 of the NPD Roadmap in
development.
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NPD Roadmap
III. Product Development
Implementation of the action
plan for product development
Implementation of lab and
alpha testing
Production of lab tested
(alpha) prototype or sample
Implementation of tests with a
sample of customers
Planning of Production
Design of test & control plans
Design of a plan about the
market launch of the new
product
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Outsourcing
Prototyping
Outsourcing & Prototyping
Techniques
NPD Roadmap
Outsourcing
Outsourcing can be the cheap
way to develop a new product.
With outsourcing a task is
passed to someone that can do
it more effectively.
Outsourcing allows companies
to develop products without
allocating resources to their
development.
Points that need to be
mentioned, that can lead to
either
success
or
failure
outsourcing
are
good
contracting,
good
process
management, cost and endresult benchmarking.
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Prototyping
Prototyping can reduce development
time since it can be used to test
products prior to their market launch.
Rapid prototyping is one of the
techniques that can be used but it is
under development due to the
existing technology.
Rapid
tooling
and
rapid
manufacturing come as a result of
rapid prototyping.
It can be expensive but also highly
informative as it gives a 3D feel of the
product under development.
NPD Roadmap
IV. Product Launch
Implementation of
 The production plan
 The quality assurance plan
 The market launch plan
 The plan for monitoring
and controlling the product
after the its introduction to
the market
 The Product life cycle plan
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NPD Roadmap Concluding
NPD Roadmap
Generation
of New ideas
Idea Screening
Concept Development
Product
Development
Product
Launch
Content Presentation
Articles
Software Tools
Books
Web Links
Case studies
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Tools & Techniques to Be Used
NPD Roadmap
Tools
Techniques
Conjoint Analysis
Outsourcing
Quality Functional Deployment
Prototyping
Voice of Customer
Competitive Intelligence
Qualitative Research
CAD/CAM
Quantitative Research
Reverse Engineering
Brainstorming
Reengineering
Cost Benefit Analysis
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