Module: Phase 5 Launch
www.aipmm.com
SIL
A
Pro
ject
Id
en
tifica
tion
1.
Con
ceiv
e
2.
Pla
n
3.
Develo
p
4.
Qu
alif
y
5.
Lau
nch
Managed
Front
End
Innovation
Bu
sin
ess
Case
Develo
pm
en
t
New
Product
Development
The Next Generation
Module: Phase 5 Launch
www.aipmm.com
KEY NEXT GENERATION ACTIVITIES
• SWOTT Analysis
• Environmental Scanning
• Competitive Intelligence
• Global Opportunities, Culture and Diversity
• Social Media – Comments and Trends
Module: Phase 5 Launch
www.aipmm.com
• Product Repositioning
• Price Adjustments
• Responding to Competitor Actions
• Access Points for Product
CONTINUOUS SITUATIONAL ASSESSMENT
(Cooper, 2011)
Module: Phase 5 Launch
www.aipmm.com
UNMET CUSTOMER NEEDS - QUALITY, EASE OF USE, EMOTION
• The Job• Unmet Needs• Quality• Speed• Ease of Use• Simplify• Emotional Linkage• What else can it do, combine, or eliminate?
(Ulwick, 204)
Module: Phase 5 Launch
www.aipmm.com
TOOL: THE JOB MAP
Prepare
• Set up
• Organize
• Examine
Modify
• Update
• Adjust
• Maintain
Confirm
• Validate
• Prioritize
• Decide
Monitor
• Verify
• Track
• Check
Execute
• Perform
• Transact
• Administer
Locate
• Gather
• Access
• Retrieve
Define
• Plan
• Select
• Determine
Conclude
• Store
• Finish
• Close
Source: “The Customer-Centered Innovation Map” in Harvard Business Review, May 2008. Available at time of writing
from: www.strategyn.com/resources/journal-articles/customer-centered-innovation-map. Used by permission.
Module: Phase 5 Launch
www.aipmm.com
VALUE CHAIN, TECHNOLOGY, OTHERS? The Whole Product Concept – Value Chain
Innovations
• Materials Acquisition and Processing• Supply Chains• Partners and Suppliers• Production• Packaging• Marketing and Sales• Distribution• Customer Service• Technology Advances• Others?
(Porter, 1998; Moore, 1991)
Module: Phase 5 Launch
www.aipmm.com
REVIEW: WHAT LAUNCH IS ABOUT
• Rollout Strategy and Implementation• Product Documentation• Manufacturing• Production• Warehousing• Distribution• Service• Marketing Communication• Selling• Continual Monitoring
Module: Phase 5 Launch
www.aipmm.com
REVIEW: THINGS TO REMEMBER DURING LAUNCH
Beat the Fast Followers…
1. Continue to “listen” to your customers. You will need to obtain feedback from those that buy your product and those that choose not to buy.
2. Act on feedback and launch the next iteration of the product before the competition.
3. Closely monitor and evaluate work – production, distribution, partners, service, regulatory, etc.
Bottom line – Evaluate, Learn, and Apply
Module: Phase 5 Launch
www.aipmm.com
REVIEW: WHAT DRIVES NEXT GENERATION EFFORTS?
• SILA Information• Lessons Learned• Market/Customer Feedback• The Competition• Global Market Place• Unmet Customer Needs• Quality, Ease of Use, Emotion• The Whole Product – Value Chain Innovations• Technology Advances• Others…
Module: Phase 5 Launch
www.aipmm.com
• Product Repositioning
• Price Adjustments
• Responding to Competitor Actions
• Access Points for Product
REVIEW: CONTINUOUS SITUATIONAL ASSESSMENT
(Cooper, 2011)
Module: Phase 5 Launch
www.aipmm.com
SIL
A
Pro
ject
Id
en
tifica
tion
1.
Con
ceiv
e
2.
Pla
n
3.
Develo
p
4.
Qu
alif
y
5.
Lau
nch
Managed
Front
End
Innovation
Bu
sin
ess
Case
Develo
pm
en
t
New
Product
Development
Module: Phase 5 Launch
www.aipmm.com
REFERNCES:
• Boddie, J. (2005). Behind Apple’s strategy: Be second to market. Retrieved from hbswk.hbs.edu/archive/4970.html
• Cooper, R. G. (2011). Winning at new products: Creating value through innovation. New York, NY: Basic Books.
• Crawford, M. and Di Benedetto, A. (2010). New products management. Boston, MA: Irwin McGraw Hill.
• B2B International Market Research. (2012). Innovate or die – create powerful customer insights. Retrieved from www.b2binternational.com/ publications/articles/market-intelligence-today
• Cupman, J. (n.d.). Using market research for product development. Retrieved from www.b2binternational.com/ publications/white-papers/product-development-research
• Ulwick, A. (2004). What customers want. New York, NY: McGraw-Hill.
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