Intrapreneurship Conference Barcelona 2013 - Workshop - Philippe Méda
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The document discusses building innovation and bringing added value to products and services. It presents frameworks for understanding customer benefits, mapping innovation roadmaps, analyzing competitors, and segmenting customer groups. Diagrams are used to illustrate concepts like unfolding innovation adoption curves, balancing short-term and long-term goals, and feeding elements into a "magic spot" of optimal added value. The overall message is about finding practical ways to incorporate customer benefits and needs at the core of innovation efforts.
Intrapreneurship Conference Barcelona 2013 - Workshop - Philippe Méda
- 1. Killer Rabbits Herding Workshop! Philippe Méda @merkapt Barcelona 2013 !
- 2. RISK We don’t see the future
- 6. ROADBLOCKS Unfolding Innovation ➊ ➋ ➌ Innovators Early Adopters Early Majority 13,5% 34% 2,5% Stabilization Déclin Development Market Share Break-even Investment Acceleration Cash Cow GAP Structuration Investment Kick-Off R&D Technology Pump Innovation Market Pump
- 7. ROADBLOCKS Unfolding Innovation ➊ ➋ ➌ Innovators Early Adopters Early Majority 13,5% 34% 2,5% Stabilization Déclin Development Market Share Break-even Technology Hype Investment Acceleration Cash Cow GAP Structuration Investment Kick-Off R&D Technology Pump Innovation Market Pump
- 8. ROADBLOCKS Unfolding Innovation ➊ ➋ ➌ Innovators Early Adopters Early Majority 13,5% 34% 2,5% Stabilization Déclin Market Share Break-even Acceleration Technology Hype Cash Cow GAP Structuration Kick-Off R&D Technology Pump Innovation Market Pump
- 10. Bringing back «added» in added value
- 11. Bringing back «added» in added value Direct competitor?
- 12. Bringing back «added» in added value
- 13. Bringing back «added» in added value
- 14. Bringing back «added» in added value SEARS, 1941 Don’t sell me clothes. Sell me neat apparence, style attractiveness. Don’t sell me shoes. Sell me foot confort and the pleasure of walking in the open air. Don’t sell me candy. Sell me happiness and pleasure of taste. Don’t sell me furniture. Sell me a home that has comfort, cleanliness and convenience. Don’t sell me books. Sell me pleasant hours and the profit of knowledge. Don’t sell me toys. Sell me playthings to make my children happy. Don’t sell me tools. Sell me the pleasure and profit of making fine things. Don’t sell me refrigerators. Sell me the health and better flavor of fresh foods. Don’t sell le tires. Sell me freedom from worry and low cost per mile. Don’t sell me plows. Sell me green fields of waving wheat. Don’t sell me things. Sell me ideas, feelings, self-respect, home life, happiness. Please don’t sell me things.
- 15. ADDED VALUE Understanding the Magic Spot HTC 14% HTC 6% SAMSUNG 8% SAMSUNG 2% OTHER 6% ANDROID 39% RIM 20% NOKIA 2% APPLE 28% HP 2% MOTOROLA 11% OTHER 1% iOS 28% (iPhone only) Windows Mobile 9% Blackberry OS 20% Web OS 2% Symbian OS 2%
- 16. What is the f** problem? Problem Added Value ! ! Pain point 1 Pain point 2 Pain point 3 Pain point 4 Pain point 5 Bene!t 1 Bene!t 2 Bene!t 3 Bene!t 4 Bene!t 5 Price
- 17. What is the f** problem? How can I invent a 2.0 vase? How can I bring nature in your everyday"s life?
- 18. What is the f** problem? Pain points : ! Find a #orist Chose durable #owers Stay within budget Change water Clean Renew every x weeks Add variety Protect from pets / childrens How can I bring nature in your everyday"s life?
- 19. What is the f** problem? Puzzles Mysteries Complicated Zero-sum game Known parameters Optimal solution Scienti!c approach Time and ressources Complex or chaotic Open system Not measurable, or not extensively No optimal solutions Intuition What if? ! ! ENGINEERS DESIGNERS !
- 20. What is the f** problem?
- 21. Building a magic spot ➊ AXE Problem 1 Added Value Problem 2 ➋ AXE
- 22. Building a magic spot ➊ AXE Problem 1 Added Value Price Problem 2 ➋ AXE
- 23. Building a magic spot ➊ PREMIUM ➋ FOR ALL
- 24. Building a magic spot ➊ PREMIUM ➋ FOR ALL
- 25. Building a magic spot IDEAL Score ➊ PREMIUM Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t 10 8 8 4 2 1 33 ➋ FOR ALL Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t 10 9 8 6 6 6 4 2 61
- 26. Building a magic spot ➊ PREMIUM Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t 10 8 8 4 2 1 IDÉAL 33 61 ➋ FOR ALL Bene!t 10 Bene!t 9 Bene!t 8 Bene!t 6 Bene!t 6 Bene!t 6 Bene!t 4 Bene!t 2
- 27. Building a magic spot Roadmap IDEAL Score ➋ FOR ALL Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t 10 8 8 4 2 1 8 4 2 2 1 1 33 ➊ PREMIUM Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t V1 18 10 9 8 6 6 6 4 2 10 4 2 5 3 3 4 1 61 32
- 28. Building a magic spot Roadmap IDEAL Score ➋ FOR ALL Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t V2 10 8 8 4 2 1 8 4 2 2 1 1 10 4 7 2 1 1 33 ➊ PREMIUM Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t V1 18 25 10 9 8 6 6 6 4 2 10 4 2 5 3 3 4 1 10 4 5 6 4 4 4 2 61 32 39
- 29. Building a magic spot Roadmap IDEAL Score ➋ FOR ALL Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t V2 V3 10 8 8 4 2 1 8 4 2 2 1 1 10 4 7 2 1 1 10 7 8 4 2 1 33 ➊ PREMIUM Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t V1 18 25 32 10 9 8 6 6 6 4 2 10 4 2 5 3 3 4 1 10 4 5 6 4 4 4 2 10 7 6 6 6 6 4 2 61 32 39 47
- 30. Building a magic spot ➊ PREMIUM Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t 10 8 8 4 2 1 33 Roadmap 3 2 1 61 ➋ FOR ALL Bene!t 10 Bene!t 9 Bene!t 8 Bene!t 6 Bene!t 6 Bene!t 6 Bene!t 4 Bene!t 2
- 31. Building a magic spot Roadmap « 7 Families » IDEAL Score ➋ FOR ALL Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t V2 V3 C1 C2 C3 C4 C5 C6 C7 10 8 8 4 2 1 8 4 2 2 1 1 10 4 7 2 1 1 10 7 8 4 2 1 2 1 8 4 1 1 10 5 5 2 2 1 10 8 8 4 0 1 0 0 2 1 1 1 5 8 4 0 2 1 10 8 8 4 2 1 0 0 0 4 2 1 33 ➊ PREMIUM Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t V1 18 25 32 17 25 31 5 20 33 7 10 9 8 6 6 6 4 2 10 4 2 5 3 3 4 1 10 4 5 6 4 4 4 2 10 7 6 6 6 6 4 2 8 7 7 5 4 6 4 2 3 3 1 2 5 6 4 2 2 2 2 3 3 3 4 2 10 8 6 4 4 4 4 2 8 0 2 0 0 5 4 0 0 2 2 2 2 2 1 2 10 8 7 4 4 4 4 2 61 32 39 47 42 26 21 42 19 13 51
- 32. Building a magic spot ➊ PREMIUM Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t 10 8 8 4 2 1 33 3 1 2 1 2 3 7 4 5 6 61 ➋ FOR ALL Bene!t 10 Bene!t 9 Bene!t 8 Bene!t 6 Bene!t 6 Bene!t 6 Bene!t 4 Bene!t 2
- 33. Building a magic spot ➊ PREMIUM Bene!t Bene!t Bene!t Bene!t Bene!t Bene!t 10 8 8 4 2 1 33 3 1 2 1 2 MVP 3 7 4 5 6 61 ➋ FOR ALL Bene!t 10 Bene!t 9 Bene!t 8 Bene!t 6 Bene!t 6 Bene!t 6 Bene!t 4 Bene!t 2
- 34. VA ➚ = Risk ➘
- 35. Feeding the «Magic Spot»
- 36. Feeding the «Magic Spot»
- 37. ADDED VALUE FINANCE PERSPECTIVE CUSTOMER PERSPECTIVE Balanced Scorecards OPTIMIZE THE OUTCOME PRODUCTIVITY REVENUE GROWTH Short-term : Improve cost structure Increase asset utilization Long-term : Expand revenue opportunities Enhance customer value SHARE THE ADDED VALUE PRODUCT ATTRIBUTES RELATIONSHIPS IMAGE Price, Quality, Availability, Selection, ... PROCESS PERSPECTIVE Services, Trainings, Network, ... Brand, Tribes, ... ! ! ! ! BUILD THE PRODUCTS MANAGE REGULATIONS Environment, Safety and health, Employment, ... MANAGE INNOVATION ID opportunity, R&D portfolio, Design, Launch... MANAGE CUSTOMERS Selection, Acquisition, Retention, Growth... MANAGE OPERATIONS LEARNING PERSPECTIVE TANGIBLE OUTCOME Supply, Production, Distribution, Risk... IMPROVE MATERIAL & IMMATERIAL ASSETS HUMAN CAPITAL INFORMATION ORGANIZATION Skills, Training, Knowledge, ... Systems, Databases, Networks, ... Culture, Leadership, Alignment, Teamwork, ... ! ! ! INTANGIBLE ASSETS
- 38. B2C ? SPICES ! Maslow ! Hofstede ! Security Pride Innovation Comfort Economy Sympathy Physiology Security Socialization and Love Self-Estim Accomplishment Power Distance Individualism Masculinity Structured Situations Long-term Perspective
- 39. A practical exploration matrix Step 1 $ $ $ $ $ $ $ ! Step 2$ $ $ ! Step 3$ $ $ ! Step 4$ $ $ $ $ ! Step 5 $ ! Step 6 $ ! Step 7 $ ! Step 8 $ Generate 50+ idea of customers" bene!ts 20 min, no objections Announce each idea Feel free to precise with di%erent versions Regroup ideas by a&nity No analysis Separate your 5-8 packs in a right / left logic Casually you « 1 » and your « 2 » Boot Excel Keep everything, dump duplicates Rewrite as a tweet (bene!ts, no specs) Give the ideal score of each item (1 to 10) Position the competitors as « 7 families » Benchmark your possible MVP and V1 Explore the market and go back to step 1 Added value formulation ✔ Innovation marketing ✔ Product roadmap ✔ Competition analysis ✔ Customers segmentation ✔ Making co%ee ✘
- 40. Getting the Magic Spot
- 41. Getting the Magic Spot
- 42. Getting the Magic Spot
- 43. Getting the Magic Spot
- 44. Getting the Magic Spot
- 45. Getting the Magic Spot
- 46. Getting the Magic Spot
- 47. Getting the Magic Spot
- 48. Killer Rabbits in your Incubator Adde Value Business Models Intrapreneurs ! ! Your typical BU Ideas Patents Trends … Prototype something that sells