Module: Phase 5 Launch The Next Generation.

Module: Phase 5 Launch

www.aipmm.com

SIL

A

Pro

ject

Id

en

tifica

tion

1.

Con

ceiv

e

2.

Pla

n

3.

Develo

p

4.

Qu

alif

y

5.

Lau

nch

Managed

Front

End

Innovation

Bu

sin

ess

Case

Develo

pm

en

t

New

Product

Development

The Next Generation

Module: Phase 5 Launch

www.aipmm.com

KEY NEXT GENERATION ACTIVITIES

• SWOTT Analysis

• Environmental Scanning

• Competitive Intelligence

• Global Opportunities, Culture and Diversity

• Social Media – Comments and Trends

Module: Phase 5 Launch

www.aipmm.com

• Product Repositioning

• Price Adjustments

• Responding to Competitor Actions

• Access Points for Product

CONTINUOUS SITUATIONAL ASSESSMENT

(Cooper, 2011)

Module: Phase 5 Launch

www.aipmm.com

UNMET CUSTOMER NEEDS - QUALITY, EASE OF USE, EMOTION

• The Job• Unmet Needs• Quality• Speed• Ease of Use• Simplify• Emotional Linkage• What else can it do, combine, or eliminate?

(Ulwick, 204)

Module: Phase 5 Launch

www.aipmm.com

TOOL: THE JOB MAP

Prepare

• Set up

• Organize

• Examine

Modify

• Update

• Adjust

• Maintain

Confirm

• Validate

• Prioritize

• Decide

Monitor

• Verify

• Track

• Check

Execute

• Perform

• Transact

• Administer

Locate

• Gather

• Access

• Retrieve

Define

• Plan

• Select

• Determine

Conclude

• Store

• Finish

• Close

Source: “The Customer-Centered Innovation Map” in Harvard Business Review, May 2008. Available at time of writing

from: www.strategyn.com/resources/journal-articles/customer-centered-innovation-map. Used by permission.

Module: Phase 5 Launch

www.aipmm.com

VALUE CHAIN, TECHNOLOGY, OTHERS? The Whole Product Concept – Value Chain

Innovations

• Materials Acquisition and Processing• Supply Chains• Partners and Suppliers• Production• Packaging• Marketing and Sales• Distribution• Customer Service• Technology Advances• Others?

(Porter, 1998; Moore, 1991)

Module: Phase 5 Launch

www.aipmm.com

Launch…is only the beginning!

Module: Phase 5 Launch

www.aipmm.com

REVIEW: WHAT LAUNCH IS ABOUT

• Rollout Strategy and Implementation• Product Documentation• Manufacturing• Production• Warehousing• Distribution• Service• Marketing Communication• Selling• Continual Monitoring

Module: Phase 5 Launch

www.aipmm.com

REVIEW: THINGS TO REMEMBER DURING LAUNCH

Beat the Fast Followers…

1. Continue to “listen” to your customers. You will need to obtain feedback from those that buy your product and those that choose not to buy.

2. Act on feedback and launch the next iteration of the product before the competition.

3. Closely monitor and evaluate work – production, distribution, partners, service, regulatory, etc.

Bottom line – Evaluate, Learn, and Apply

Module: Phase 5 Launch

www.aipmm.com

REVIEW: WHAT DRIVES NEXT GENERATION EFFORTS?

• SILA Information• Lessons Learned• Market/Customer Feedback• The Competition• Global Market Place• Unmet Customer Needs• Quality, Ease of Use, Emotion• The Whole Product – Value Chain Innovations• Technology Advances• Others…

Module: Phase 5 Launch

www.aipmm.com

• Product Repositioning

• Price Adjustments

• Responding to Competitor Actions

• Access Points for Product

REVIEW: CONTINUOUS SITUATIONAL ASSESSMENT

(Cooper, 2011)

Module: Phase 5 Launch

www.aipmm.com

SIL

A

Pro

ject

Id

en

tifica

tion

1.

Con

ceiv

e

2.

Pla

n

3.

Develo

p

4.

Qu

alif

y

5.

Lau

nch

Managed

Front

End

Innovation

Bu

sin

ess

Case

Develo

pm

en

t

New

Product

Development

Module: Phase 5 Launch

www.aipmm.com

REFERNCES:

• Boddie, J. (2005). Behind Apple’s strategy: Be second to market. Retrieved from hbswk.hbs.edu/archive/4970.html

• Cooper, R. G. (2011). Winning at new products: Creating value through innovation. New York, NY: Basic Books.

• Crawford, M. and Di Benedetto, A. (2010). New products management. Boston, MA: Irwin McGraw Hill.

• B2B International Market Research. (2012). Innovate or die – create powerful customer insights. Retrieved from www.b2binternational.com/ publications/articles/market-intelligence-today

• Cupman, J. (n.d.). Using market research for product development. Retrieved from www.b2binternational.com/ publications/white-papers/product-development-research

• Ulwick, A. (2004). What customers want. New York, NY: McGraw-Hill.