Getting New Products and Services to Market – Experiences and Realities Use – Diffuse Seminar Use – Diffuse Seminar University of Bedfordshire November.

Getting New Products and Services to Getting New Products and Services to Market – Experiences and RealitiesMarket – Experiences and Realities

“ “Use – Diffuse” SeminarUse – Diffuse” Seminar

University of Bedfordshire November 30th 2009

Professor Alan Barrell

A Preview

Understanding the World and the Context

Knowing the Market – and positioning Innovation and Imagination And there will be Perspiration The Model and the Channels People – People – People Learning by Developing Case Studies – Successes and Failures

And - With this background….Let’s IMAGINE

Einstein on IMAGINATION….

“Imagination is more important than knowledge. Knowledge is limited. Imagination encircles the world”

Albert Einstein 1879 - 1955

“You look at things and ask - why?

but I dream of things that never

were and ask -

George Bernard Shaw

why not?”

So - thinking of Imagination….What’s different about EntrepreneursEntrepreneurs ?

Completing the Jigsaw – putting technology to work

TechnologyCustomer

need

Innovative service

company

Completing the Jigsaw – Service Delivery Innovation

TechnologyCustomer

need

Innovative service

company

A Global Success created from the corner Global Success created from the corner of a company in receivershipof a company in receivership

Proximity of Learning, Research and Practical Application

“The Innovation Campus”

R&D Education

Applications

Where open innovation, symbiosis, synergy and new companies can thrive

Innovators Innovators are often are often

improvisorsimprovisors

From an old From an old washing washing

machine and machine and used car used car parts….parts….

Willem Kolff’s first Drum DialyserWillem Kolff’s first Drum Dialyser

Innovation is Innovation is a Journey – a Journey –

not a not a destinationdestination

From large From large drums to smaller drums to smaller

coils….coils….

Innovation happens mostly with USERS – not Innovation happens mostly with USERS – not PRODUCERSPRODUCERS

Think of the Technology and Idea Think of the Technology and Idea that most recently changed lives that most recently changed lives more than any other since the more than any other since the Telephone – who invented it?Telephone – who invented it?

More from Real Life

Two Ink Jet Stories Academic Software for Big Pharma On-line Medical Research Reagents –

Abcam A Failure with RF – one of many A BIG Success – still no product

But before all that….something that got to Global Markets – from this young team….

Imagination, Creativity, Technology, Market Knowledge, Plan, Preparation, Finance,

Management Skills, Perseverance….

Microsoft Corporation, 1978

Timing Timing wasn’t bad wasn’t bad

either!either!

Ideas Ideas turned into turned into products products

and and services services

which which changed changed the Worldthe World

Progress driven by Research Quest and Entrepreneurial Mindset

First Transistor Printed Transistor20th Century 21st Century

E-Newspapers

Sou

rce

: IB

M

Some Destinations on the JourneyPut your own timescale in….and - costs….££££

Ideas Plans

Designs Regulations

Multi-skilled teams More Plans and Approvals Prototyping and Validation

Manufacturing and Final Testing Clinical Acceptance and Validation Marketing and into use….REALITY!

Revenues, Profits, Returns, Patient Benefits

Key steps in innovation – from creative idea to adoption and use

VisualisationVisualisation||

ConceptConcept

FeasibilityFeasibility||

MarketMarket

DesignDesign||

ModelModel

TestTest

FinalFinalProductProduct

ClinicalClinicalTrialTrial

PrototypePrototype

Marketing -Marketing -DisseminationDissemination

AdoptionAdoption ReviewReview++

RenewalRenewal

IdeaNeedDesire

Time and Cost Factors never predictable. Time and Cost Factors never predictable.

Adoption / Change Mindsets present Major HurdlesAdoption / Change Mindsets present Major Hurdles

From Idea to Reality – A New Enterprise - Free Standing – or in a Corporate Structure….

MedTech – from Idea, to Innovation to Reality – needs Patient CapitalPatient Capital ….

Innovation, Incubation and Implementation –MedTech and Hi-Tech IT – a world of….complexitycomplexity

The Early Stage Business Balance – what do investors and large customers look for? In ANY

innovative company ?

And they like to see experienced Chairman and Directors - Mentors for Innovative Service Technology and Companies

Inspired Leadership

Enthusiasm

Bullshit

Courage

OptimismVision

Creativity

Management

Research & Analysis

Caution

Process

Financial Control

Market Knowledge

In In Pursuit of Excellence ! of Excellence !

“Excellence can be achieved, if we:Care more than others think is wise,Risk more than others think is safe,

Dream more than others think is practical,

Expect more than others think is possible.”

Deborah Johnson-Ross

Maybe Entrepreneurs think this way?....Innovative Service Companies need to if they are to Excel….

Thank you for your attention….

More on my website –

www.alanbarrell.com

E-mail – [email protected]