Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Innovation Workout Assessing the Potential of an Innovation Quiz, Consumption Chain Analyze and Feature Map an Innovation Pharmaceutical Innovation The Blockbuster drugs ($1 billion or more in annual sales) of the past 15 years have all been “lifestyle” drugs • Mood adjusters (Prozac) • Performance enhancers (like Viagra) • Recreational (MDMA, a.k.a. Ecstasy) Your Task Design (i.e., identify the major features of) a new Blockbuster Drug by • Quizzing your teammates • Use a Mind Map to find the main feature sets of a hypothetical blockbuster drug • Constructing your consumers (a.k.a. teammates’) Consumption Chain • Identifying the discriminators and energizers • (Feature-Attribute Map) for the significant steps of the Consumption Chain Toolsets Quiz & Organize with a Mind Map Ask Questions: Customer Experience is dynamic • So are the questions in quizzing Who? … is with customers while hey use the product • How much influence do they have If we could arrange it, who would we want the customer to be with … What? • … Do our customers experience when the use the product • … needs provoked our offering What else? … might customers have on their minds When? … do our customers use this .. Where? … are our customers when they use this How? … do customers learn to use the product . Toolsets Overview of Feature Set Prioritize and choose the major features of your innovation from the main branches of the Mind Map Review the main innovation features with a featureattribute map for the entire innovation Basic Discriminator Energizer Positive Nonnegotiable Differentiator Exciter Negative Tolerable Dissatisfier Enrager Neutral So What? Parallel Toolsets Consumption Chain Analysis Determine the main steps in consumption Each step on the consumption chain has an attribute map Selection Search Delivery Repairs and Returns Financing Use Receipt Storage and trasport Continue • Or leaves the consumption process (not good) Payment Final disposal Service You should only list the 3 or 4 most important steps These will determine whether the potential customer proceeds to the next step (good) Order and purchase Awareness of need Leave Installation and Assembly Toolsets Identify Discriminators and Energizers Describe how you will manage each of these features of the consumption process Leave Feature-Attribute Map the 3-4 Key Steps in the Consumption and Manage those 3-4 Steps Continue Basic Discriminator Energizer Positive Nonnegotiable Differentiator Exciter Negative Tolerable Dissatisfier Enrager Neutral So What? Parallel What to Present Mind Map of Feature Sets for the Drug Consumption Chain with key steps containing discriminators and energizers Tell how you will manage each discriminator or energizer to encourage consumers to move to the next step of the Consumption Chain Identify existing ‘substitutes’ for your new drug Identify other potential barriers to entry for the drug