FDIN: Quicker, Better, Cheaper NPD

Is your NPD funnel the right shape?

Claire Nuttall, 1HQ

Why we need it?

• Less loyal consumers

• Fewer competitive barriers

• Demand for the new and better

Defining the right briefDefining the right brief

“If I had an hour to solve a problem I'd spend 55

minutes thinking about the problem and 5 minutes

thinking about solutions.”

Albert Einstein

Asking the right questions…

Scoping the value equationScoping the value equation

What value are you creating?

NEEDNEED

WHOWHO VALUEVALUE

• Meeting an existing need better?

• Meeting a new need?NEEDNEED

What value are you creating?

NEEDNEED

WHOWHO• I know it is for me

• It understands me

• It makes me happy

What value are you creating?

NEEDNEED

WHOWHO VALUEVALUE

• measurable

• tangible

• indispensable

What value are you creating?

The value is subjective

• What they believe

• What they see as the benefits

Consumers simply want…

• To solve their problems

• New solutions

• Better results

• Feel happier

Speed is a Competitive WeaponSpeed is a Competitive Weapon

“The primary factor in a successful attack is

speed”Lord Louis Mountbatten

Why?

How Fast?How Fast?

What Value?What Value?

7 months to launch from 22 months

60% increase on your sales if first

Leading players innovation is 30% faster

than the average

Speed makes your brand stronger…

Right shaped funnel?Right shaped funnel?Right shaped funnel?Right shaped funnel?

2012

2013

2014

2015

Ideal

Real

Ideas / Platforms for Growth

Solutions for more effective, faster NPD for growthSolutions for more effective, faster NPD for growthSolutions for more effective, faster NPD for growthSolutions for more effective, faster NPD for growth

Start out right…Start out right…Start out right…Start out right…

Real life exploration / experimentationReal life exploration / experimentation Real life exploration / experimentationReal life exploration / experimentation

Convenience Taste

Health Value

Don’t forget the close-in winsDon’t forget the close-in wins

Maximise value through to launchMaximise value through to launch

Ruthless Self ChallengeRuthless Self Challenge

JFDI…JFDI…

Thank you!

For more information, please contact:

Claire Nuttall, Senior Partner 1HQ

Claire.nuttall@1hq.co.ukTel: 07721 784301