FJORD 2006

1. ProspectBa benefits >

2. ProspectBa Platform >

3. ProspectBa Map >

4. ProspectBa Mapping >

5. Applying outcomes >

End >

< IntroductionOpen Platformfor CollaborativeExploration of Product-Service InnovationOpportunities

ProspectBa

FJORD 2006

ProspectBa is aFront-Endproductinnovationplatform

1. Benefits 2 3 4 5 End

Front End - phase New ProductDevelopment - phase

Commercialization- phase

ProspectBadomain

exploration

FJORD 2006

ProspectBa is aFront-Endproductinnovationplatform

1. Benefits 2 3 4 5 End

ProspectBadomain

exploration

FJORD 2006

Leisure productand serviceinnovations

1. Benefits 2 3 4 5 End

ProspectBasolves three keyproblems ofproductinnovation

1. Identifying future innovationopportunities in an unfamiliardomain

2. Supporting emergent commonunderstanding of innovationopportunities in open innovationnetworks

3. Applying domain insight andforesight in the productdevelopment organization

FJORD 2006

1. Benefits 2 3 4 5 End

Benefit 1:Methodology forexploring thefuture

• Systematic design process• Systemic thinking• Alternative future domain scenarios• Co-evolution of domain problem and

solution

ProspectBadomain

exploration

FJORD 2006

1. Benefits 2 3 4 5 End

Benefit 2:Platform forcollaboration

• Shared conceptualization of domain

• Tools to manage distributed cognition

• Emergent, evolutionary, self-organizing

FJORD 2006

1. Benefits 2 3 4 5 End

Benefit 3:Foresight forstrategic andoperationaldecisions

• Micro: Domain design parameters

• Macro: Solving concepts (0-2yrs) -

Visioning concepts (5-10yrs)

• Meta: Domain structure and scenarios

• Methodology for monitoring concepts

ProspectBadomain

exploration

FJORD 2006

• leverage different perspectives• learn quickly• adjust to domain dynamics and changes

in corporate strategy• share often• create new-to-market and new-to-

company concepts and present them asValue Propositions

• prepare for the future• unify innovation explorations across the

company

1. Benefits 2 3 4 5 End

With ProspectBayou can...

FJORD 2006

2. Platform 31 4 5 End

ProspectBaPlatform ProspectBa :

Japanese philosophical conceptreferring to physical, mental,virtual and social settings for

creation, sharing and exploiting ofknowledge.

FJORD 2006

9. Monitor & managedomain portfolio

8. Assessdomainopportunity

7. Designvisioningconcepts

6. Createfuture briefs

5. Evaluateimpact ofconcepts

4. Designsolvingconcepts

3. Composedesign inputs

2. Createparameters &variables

1.Collectdata

III. MonitoringII. VisioningI. Solving

Prospect Mapping method

Actor Needs

Subject(s)

Solution(s)

Concept

Prospect Map framework

ProspectBa Studio

2. Platform 31 4 5 End

Prospect Map

ProspectBaPlatform

FJORD 2006

Actors Needs

Subject(s)

Solution(s)

Common NeedsContext NeedsActivity NeedsQualifier Needs

Concept

Domain Constraints & Trends

Global Driving Forces

ProspectBa Map framework

3. ProspectBa Map 4 5 End1 2

FJORD 2006

Framework for value proposition creation

3. ProspectBa Map 4 5 End1 2

Needs

Approach

Benefits

Competitors

Actors

Subjects

Concept

Solutions

Domain Constraints & Trends

Global Driving Forces

FJORD 2006

3. ProspectBa Map 4 5 End1 2

Uncontrollable causes

Uncontrollable effects

Controllable causes

Controllable effects

Systemic thinking driving design

Actor

Needs

Subject(s)

Solution(s)

Domain Constraints & Trends

Global Driving Forces

Massive, unanticipated detrimental change

Concepts(Winning ValuePropositions)

FJORD 2006

PetsActor Needs

Subject(s)

Solution(s)

Concept

Domain Constraints &Trends

Global Driving Forces

Uncontrollable causes

3. ProspectBa Map 4 5 End1 2

FJORD 2006

Global Driving Forces

3. ProspectBa Map 4 5 End1 2

Global Driving Forces aretrends and phenomena thatimpact the domain and atthe same time show highuncertainty in their futurebehavior related to thedomain/world.

BusinessPolitics

EconomyTechnology

Demographics

FJORD 2006

Global Driving Forces

3. ProspectBa Map 4 5 End1 2

urbanizationspeeds up

ethicalconsumerism

robotics goesmainstream

threat of terrorismgrows

time spent athome decreases

even more

socialnetworking on

the rise

FJORD 2006

Domain Constraints & Trends

3. ProspectBa Map 4 5 End1 2

Domain constraints andtrends are inherent to thedomain. They inhibit orenforce Actor needs. Theyact as barriers or enablersto satisfying needs.

TraditionCulture

LegislationReligion

Lore/MythEnvironment

FJORD 2006

Domain Constraints & Trends

3. ProspectBa Map 4 5 End1 2

pets serve associal props

pets areconsidered

family members

legislationdefines pet’s

rights

10 out 14 Swissschool children

prefer real pets torobots

personal habitat hasmost influence on

type of pet youchoose

dogs are man’sbest friend

FJORD 2006

PetsActors Needs

Subject(s)

Solution(s)

Common NeedsContext NeedsActivity NeedsQualifier Needs

Concept

Domain Constraints & Trends

Global Driving Forces

Controllable causes

3. ProspectBa Map 4 5 End1 2

FJORD 2006

Actors

3. ProspectBa Map 4 5 End1 2

Actors are people orentities that act to satisfyneeds in the domain.They create and adaptroles to suit theirobjectives.

Private consumers,Service professionals,

Legislators

FJORD 2006

Domain Constraints & Trends

3. ProspectBa Map 4 5 End1 2

animal activistpet owner veterinary

pet communityorganizerdog trainer pet groomer

FJORD 2006

Subjects

3. ProspectBa Map 4 5 End1 2

Subjects are humans andnon-humans that aresource of the Actor’sactions. Subjects differwidely in terms ofinfluence they have onthe Actor.

Humans,Non-humans

FJORD 2006

Subjects

3. ProspectBa Map 4 5 End1 2

carscats spiders

fishrobots dogs

FJORD 2006

Needs

3. ProspectBa Map 4 5 End1 2

Needs originate fromparticipation in thedomain. The relationshipbetween Actor and Subjectis a common source ofneeds.

Common Needs

Context Needs

Activity Needs

Qualifier Needs

FJORD 2006

Common Needs

3. ProspectBa Map 4 5 End1 2

Common Needs

Strategies

Keep pet alive

Common Needs are theneeds of nearly everyoneinvolved in the domain.

FJORD 2006

Common Needs

3. ProspectBa Map 4 5 End1 2

feel secure(with pet)

takeresponsibility

(for pet)

be in control oflife

(involving pet)

love(pet)

express yourself(through pet)

enjoy life (withpet)

FJORD 2006

Context Needs

3. ProspectBa Map 4 5 End1 2

Context Needs

Product Families

Feed pet

Context Needs arecommon to a particulartype of Actor. Theyoriginate from situationsActors find themselves inthe domain.

FJORD 2006

Context Needs

3. ProspectBa Map 4 5 End1 2

play with petfeed petprotect self or

others from pet

train petsocialize with

other pet ownersensure pet stays

healthy

FJORD 2006

Activity Needs

3. ProspectBa Map 4 5 End1 2

Activity Needs

Products

Select right pet food

Activity needs are bornfrom the types ofactivities Actors want toperform as a result ofContext Needs.

FJORD 2006

Activity Needs

3. ProspectBa Map 4 5 End1 2

go runningwith dog

keep pet onappropriate

diet

walkdog/cat/pig/

ferret on aleash

attend petschool

check pet forsigns of illness

arrange pet carewhile on holiday

FJORD 2006

Qualifier Needs

3. ProspectBa Map 4 5 End1 2

Qualifier Needs are needsof Actors in the samecontext who want to dothings in the same way.They usually arise fromproblems with existingSolutions.

Qualifier Needs

Features

Premium, no tuna, light

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Qualifier Needs

3. ProspectBa Map 4 5 End1 2

make sure dog isvisible in traffic

premium, wet,light foods

luxury, brandedleash

comprehensive andunderstandable

instructions

accurate andeasy to useinstrument

get routineupdates about

how pet is doing

FJORD 2006

Solutions (Competitors)

3. ProspectBa Map 4 5 End1 2

Solutions are existingproducts and services onthe market. These can bemapped to the hierarchyof needs identified for anActor or Subject.

Services,Products

FJORD 2006

Solutions (Competitors)

3. ProspectBa Map 4 5 End1 2

reflectorsdietary

supplementsburberry dog

leash

AnimalPlanet.comcanine cooler pet hotel

FJORD 2006

Makings of a value proposition

3. ProspectBa Map 4 5 End1 2

Needs

Approach

Benefits

Competitors

Actors

Subjects

Solutions

Domain Constraints & Trends

Global Driving ForcesQualifier Needs

FJORD 2006

Innovation brief

3. ProspectBa Map 4 5 End1 2

FJORD 2006

PetsActors Needs

Subject(s)

Solution(s)

Common NeedsContext NeedsActivity NeedsQualifier Needs

Concept

Domain Constraints & Trends

Global Driving Forces

Controllable effects

3. ProspectBa Map 4 5 End1 2

FJORD 2006

Concepts (Approach)

3. ProspectBa Map 4 5 End1 2

Concepts are solutions toproblems in the domainarising from unsatisfiedneeds. Solving concepts arerequired 0-2 years into thefuture. Visioning concepts10 years into the future.

Solving concepts,Visioning concepts

FJORD 2006

Concepts (Approach)

3. ProspectBa Map 4 5 End1 2

Solid Gold Blended Tuna cannedcat and kitten food at Only

Natural Pet Store ... Blended Tunais a highly palatable formula made

with "dolphin friendly..."

FJORD 2006

Actors Needs

Subject(s)

Solution(s)

Common NeedsContext NeedsActivity NeedsQualifier Needs

Concept

Domain Constraints & Trends

Global Driving Forces

Framework for value propositions

3. ProspectBa Map 4 5 End1 2

FJORD 2006

Externalized parameters

3. ProspectBa Map 4 5 End1 2

Fig X.Fig X.

FJORD 2006

3. ProspectBa Map 4 5 End1 2

Domain design parameters

Domain Constraints & Trends

Global Driving Forces

ProspectBa Map

FJORD 2006

3. ProspectBa Map 4 5 End1 2

ProspectBa Studio blog

FJORD 2006

Driving forces

Valuepropositionportfolio

Domainsystemimage

ProspectBa Mapping

4. ProspectBa Mapping 5 End1 2 3

10. Monitoring and managingportfolio

9. Assessopportunity

8. CreateVisioningConcepts

7. Identifyfutureproblems

6. Createscenarios

5.Evaluateimpact

4. CreateSolvingConcepts

3. Composebriefs

2. Createdesignparameters

1. Collectdata

III. MonitoringII. VisioningI. Solving

Leisure2007

Leisure2007

Brief

Leisure2007

Brief

Brief

Brief

Leisure2017

Leisure2017

Brief2017

Brief2017

Leisure2017

Brief2017

Brief2017

Brief2017

Brief2017Parameters

FJORD 2006

1. Collect data: Interviews, ethnography,desk research, online research, benchmarking...

Garbage In, Garbage Out!

I. Solving

4. Prospect Mapping 5 End1 2 3

2. Create design parameters: Mapping,blog entry, cross linking...

FJORD 2006

Distributed environment

4. Prospect Mapping 5 End1 2 3

Swisscom, Bern Fjord, London

http://fjord.prospectba.com/swisscom

Radarstation, London

FJORD 2006

I. Solving

4. Prospect Mapping 5 End1 2 3

3. Create Solving conceptbriefs from parameters.Understand connections betweenelements of the brief with eachother and the rest of the domain.

FJORD 2006

I. Solving

4. Prospect Mapping 5 End1 2 3

4. Design Solving concept(product/service) matching thebrief. Focus on Activity andQualifier Needs. Minimize theimpact of contextual factors on thethe concept. Understand howdependent concept success is onuncontrollable effects in thedomain.

Source: Nokia, 2005

FJORD 2006

I. Solving

4. Prospect Mapping 5 End1 2 3

5. Evaluate brief and concept.Crystallize brief and concept into aValue Proposition statement:

Market and customer Needs,Our compelling Approach to meetthat need,the Benefits the customer willreceive in comparison toCompetitors or other options.

Evaluate value proposition withdomain experts/target customers.Describe with scenarios. Iterate valueproposition and Prospect Map beforecontinuing...

FJORD 2006

Actor Needs

Subject(s)

Domain Constraints & Trends

Global Driving Forces

Concept

Future Domain & GlobalDriving Forces

Solution(s)

Actor Needs

Subject(s)

Concept

Migration point(future horizon)

Solution(s)

1.

2.

Domain Constraints & Trends

Global Driving Forces

Exploratory Anticipatory

II. Visioning

4. Prospect Mapping 5 End1 2 3

6. Create scenarios by projecting Solving briefs to desired migration point in the future. InExploratory approach, envision how brief changes from within. In Anticipatory approach addnew Global Driving Forces to brief.

FJORD 2006

II. Visioning

4. Prospect Mapping 5 End1 2 3

7. Identify futureproblems in the domainand formulate new brief.

FJORD 2006

II. Visioning

4. Prospect Mapping 5 End1 2 3

8. Design Visioningconcept(s).

Source: Nokia, 2005

FJORD 2006

II. Visioning

4. Prospect Mapping 5 End1 2 3

9. Assess domain opportunityfrom created value propositions withkey stakeholders.

Source: Nokia, 2005

FJORD 2006

III. Monitoring

4. Prospect Mapping 5 End1 2 3

10. Monitor portfolio of value propositions by scanning for domain related phenomena.Identify impact of phenomena on portfolio. Use parameters incorporated into the propositions todetermine relevance of propositions to the current market. Iterate briefs and concepts based ondevelopments to keep portfolio current.

Pets (+)Dogs (+)

Animal TherapyBird flu (-)Robotics

FJORD 2006

Fig X.Fig X.

Actor Needs

Subject(s)

Domain Constraints & Trends

Global Driving Forces

Concept

Future Domain & GlobalDriving Forces

Solution(s)

5. Foresight End1 2 3 4

Applying outcomes

Micro foresight:Design Parameters

Parameters are the basicbuilding blocks of new domainspecific value propositions.They provide a basis forcontinuous exploration andconcept monitoring.

Macro foresight:Value Propositions

Briefs and concepts togetherare concrete examples of theopportunity identified throughexploration. Together theyprovide the elements for anNABC style elevator pitch withadded benefit of visualtangibility.

Meta foresight:ProspectBa Map

ProspectBa Map of a domain(totality of parameters andtheir relationships) supportsexploring the relation ofcompany strategies and globaldriving forces. This is donethrough scenarios.

FJORD 2006

Next domain: Leisure