Transcript <<Idea Name>> <<Idea Track Name>> <<Idea Theme>> <<Authors Name>>

<<Idea Name>>
<<Idea Track Name>>
<<Idea Theme>>
<<Authors Name>>
<<Department / Institution full details>>
I have an idea!
Contact information
Idea name
The name of your idea that gives a clear description of your idea
Contact
Please fill in your name, email address and telephone number
Proposition Summary
Elevator
Pitch
CONFIDENTIAL
Please describe in one line the essence of your idea
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I have an idea!
Thanks for telling us about your idea! Please fill in below a 5-step questionnaire so that it will be easier for us to assess your
idea. Please make sure you fill in all fields. If you don’t have information on any of the fields, just type “?”
Customer
Target
audience
Customer
Insight
Benefits
“Who cares?” Is a critical question. Who really needs the envisaged product/service? Who would be the first
customers (e.g. during incubation phase)? Who would be the customers in the expansion phase?
A statement that expresses the targeted end-users’/customers’ unmet need or frustration that your idea
wants to address. It has a what, why (dilemma) and wow dimension.
Describe the way(s) in which the proposition solves a problem or addresses unmet needs of the end-user. If
possible, one emotional benefit and one functional benefit, and these should have a logical link.
Competition/alternatives
Direct
Indirect
CONFIDENTIAL
Who are the direct competitors and what do they offer?
Who are the indirect competitors (companies that are addressing the same customer insight but with
different propositions) and what do they offer?
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I have an idea!
Attractiveness
Market
Market
structure
Strategic
fit
CONFIDENTIAL
Please describe the market for your idea. What is the initial (entry) market and which markets could be
addressed over time? (The initial market can be different from the larger market envisaged for the end game).
How large are these markets and how fast are they growing? How profitable are these markets? How volatile
is the demand? What stage are the market(s) at in their lifecycle (e.g. emerging, growth, mature)?
Please describe the value chain. Who are the players in the value chain (including decision makers and
influencers)? Where in the value chain is the most value created? What benefits are the key value chain
players looking for? Which of these benefits does your idea address? Are there barriers to market entry?
How does this idea contribute to the transformation of Philips into a market-driven healthcare, lifestyle and
technology company? How does it contribute to profitable growth? Does the idea strengthen the Philips
brand promise & pillars (sense & simplicity / designed around you / easy to experience / advanced)? Are
there leverage possibilities within Philips?
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I have an idea!
Commercial chance of success
Competitive
position
Describe your (commercial) competitive position. What is the discriminator (why should the target audience
prefer this proposition over that of the competition)? What is the reason to believe in your idea (why is this
proposition better than the alternatives)? Are we ahead of the competition and is this position sustainable?
Capabilities
Which capabilities do you need to market and sell your proposition? E.g. does Philips already has the
channels to reach the customer? If Philips doesn’t have these capabilities, how can these new capabilities
be developed? Do you see ways to leverage Philips’ capabilities? Do you need a partner?
Other
issues
What are other enabling conditions required to make this proposition a success? Are there any
legal/regulatory issues to be addressed? Are there any other commercial risks?
Technical chance of success
Competitive
position
Describe your (technical) competitive position. What is the discriminator (why should the target audience
prefer this proposition over that of the competition)? What is the reason to believe in your idea (why is this
proposition better than the alternatives)? Are we ahead of the competition and is this position sustainable?
What is our IP position?
Capabilities
Which capabilities (e.g. development, manufacturing, supply chain management) do you need to develop to
create your proposition? If Philips doesn’t have these capabilities, how can these new capabilities be
developed? Do you see ways to leverage Philips’ capabilities? Do you need a partner?
Other
issues
CONFIDENTIAL
What are other enabling conditions required to make this proposition a success? Are there any
legal/regulatory issues to be addressed? Are there any other technical risks?
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