Emotional competence framework @Vise Business Consultancy Author: Hans Groen.
SEVERAL SPECIFICATIONS OPPORTUNITY PRODUCT DESIGN EMOTIONAL MANUFACTURING PRODUCT CONSULTANCY...
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Transcript of SEVERAL SPECIFICATIONS OPPORTUNITY PRODUCT DESIGN EMOTIONAL MANUFACTURING PRODUCT CONSULTANCY...
SEVERAL SPECIFICATIONS
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OPPORTUNITY SPECIFICATION
A concise written document describing the market need for a proposed product or service and the business opportunity presented by that product or service. It is used, firstly, by management as a basis for deciding whether or not to make an initial commitment to the new product or service and, subsequently, as a summary document to keep the implementation team focused on the opportunity they are setting out to exploit.
Baxter, modified Dowlen
OPPORTUNITY SPECIFICATION
Contents:
Description of opportunity Justification of opportunity
PriceCore Benefit Proposition
Secondary features
Other selling advantages
Financial aspects Non-financial aspects
DESCRIPTION OF OPPORTUNITY
Sets the scene for the rest of the documentThis is a simple description in about 20-30 words of exactly what it is you want to do
DESCRIPTION OF OPPORTUNITY
HOW TO DO IT?Look to the Double Diamond approach – except that it’s really a single diamond:It’s the answer to the first diamond:Process:1 What general area do I want to work in?2 How many different ways can I describe it?3 How do I evaluate these different ways?4 How do I write it properly?
DESCRIPTION OF OPPORTUNITY1 What general area do I want to work in?Write a quick statement on this on a reasonably large sheet of plain paper in a small oval in the middle
Design consultancy
DESCRIPTION OF OPPORTUNITY2 How many different ways can I describe it?
fill in the answer to this as a spider diagram or mind map
Design consultancy
http://blog.iqmatrix.com/wp-content/gallery/how-to-mind-map/imindmap-example.jpg
MIND MAPS
Note:There’s a document on the Blackboard site that describes the process of creating a mind map
DESCRIPTION OF OPPORTUNITY
3 How do I evaluate these different ways?
start to make judgements about which might be the most profitable option. Which of the various bits of the spider would they put their money on? Why?
Write the answers on a separate sheet of paper… This sheet will begin to be the justification for the opportunity.
DESCRIPTION OF OPPORTUNITY
4 How do I write it properly?
Have a stab at writing a single sentence for the originator on a separate sheet of paper. This is the first draft.
Rewrite the sentence underneath the first attempt to make it clearer.
Now you have the job of tidying up the mess…
JUSTIFICATION OF OPPORTUNITY
Start with the assessment sheet
Develop a SWOT analysis of these
Reminder – SWOT is:StrengthsWeaknessesOpportunitiesThreats
Reminder!OPPORTUNITY SPECIFICATION
Contents:
Description of opportunity Justification of opportunity
PriceCore Benefit Proposition
Secondary features
Other selling advantages
Financial aspects Non-financial aspects
price
What are you going to charge for the product or service you are offering?You really need to do the market analysis before doing this…Invent a suitable price for the serviceDon’t make it too complicated to understandDon’t undersell your abilitiesDon’t forget you have to make a profit from it…From ALL of it(otherwise you won’t eat)Note that this is the sales price and is derived from the market and not from cost plus calculations
CORE BENEFIT PROPOSITION
A simple and concise statement describing a significant and important market need not currently satisfied by existing offerings and that can be satisfied by available technology.
A simple and concise proposition of the main benefit enjoyed by the customer from buying the new offering instead of the competition.
IMAGINE YOURSELF AS THE CUSTOMER
Now – what do I want?What is the service or product that I really need?What extras add value for me?
FINANCIAL JUSTIFICATION
Variable costs for the product or service?
Fixed costs for the product or service?
Sales volume?
Target price and margin for the offering?
Projected life-cycle of product sales / turnover?
Profit opportunity?
Projected break-even point?
FINANCIAL CONSIDERATIONS
•Development timescale•Facelift timescale•Investment required•Human resources required•Machinery requirements•Additional systems requirements•Skill development & staff training
NON-FINANCIAL ASPECTS •Company’s ability to manufacture, distribute, market and sell the new product.•Relationship to existing product range. •Relationship to company’s overall strategy
EMOTIONAL SPECIFICATION
A document that describes, as clearly as possible, the feelings that each of the imagined stakeholders should be having towards the product or service.
This need not be in a written format but the results should be collated and analysed.
Possible stakeholders:
Users: Naïve / experienced
Customers: Buyers / professional / amateur consumers
Press: testers, consumer magazines
Wholesalers, retailers,
Directors, assembly staff, design staff
Competitors
Hirers
EMOTIONAL SPECIFICATION Methodology:Protocol analysisExemplarsInventive behaviour using stereotypesScenario buildingVisual QFD
Statistics & analysis
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