Post on 16-Apr-2017
Opportunity Identification
Teaching materials to accompany:Product Design and Development
Chapter 3
Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger5th edition, Irwin McGraw-Hill, 2012.Chapter Table of Contents:1.Introduction
2.Development Processes and Organizations
3.Opportunity Identification4.Product Planning
5.Identifying Customer Needs
6.Product Specifications
7.Concept Generation
8.Concept Selection
9.Concept Testing
10.Product Architecture
11.Industrial Design
12.Design for Environment
13.Design for Manufacturing
14.Prototyping
15.Robust Design
16.Patents and Intellectual Property
17.Product Development Economics
18.Managing Projects
Opportunity Horizon 1: improvements, variants, and cost
reduction of existing one. Horizon 2: new territory of one or both of the market
and technology dimensions. Horizon 3: New category of product/service with
great uncertainty.
Opportunity identification process
Establish a charter Generate and sense many opportunities Screen opportunities Develop promising opportunities Select exceptional opportunities Reflect on the result and process.
Techniques for generating opportunities
Follow a personal passion Compile bug lists Pull opportunities from capabilities
(resources). Valuable, rare, not easy to imitate, non-
substitutable. Study customers Consider implications of trends Imitate but improve. Mind your internal sources.
Opportunities Begin the Product Planning and Product Development Processes
Planning ConceptDevelopment
System-LevelDesign
DetailDesign
Testing andRefinement
ProductionRamp-Up
Opportunity Tournament
Exceptional Opportunities
Pharmaceutical Drug Development
Hollywood Film Studios
Opportunity Identification Example
50 opportuniti
es
7selected
3 explored
1 mission
statement
1 PD
process1
product launch
FroliCat Sway Opportunity Funnel
Automobile Concepts
Source: Lunar Design
Product Naming Tournament
The Funnel in Various Industries
Where do opportunities come from?
Source: Terwiesch and Ulrich survey of 524 managers in diverse service and product industries, October 2006.
What drives the quality of the opportunities?
Mean quality of the opportunity identification process. Variance in quality of the opportunity identification process. Number of “draws” from the opportunity identification process. Accuracy of discerning the best subset of opportunities generated.
Quality of opportunities Is there a real market and a real product? Can we win? It is worth doing it?
Project Down selection: The PD Process Funnel
Planning ConceptDevelopment
System-LevelDesign
DetailDesign
Testing andRefinement
ProductionRamp-Up