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third) product to market?
Klaus Schnurr
CEO
Pure Insight
About Us
Europe’s leading provider of Learning and Professional
Development solutions for Innovation and Product
Development executives, practitioners and teams
Over 600 Corporate Customers across 16 countries
Global network of over 300 experts and content contributors
Product Portfolio includes Innovation Masterclasses, Innovation
Webinars and Innovation Leadership Programme
Specializes in competency development in External Innovation, Front‐
End Innovation Strategies, Technology Management and Innovation
Leadership
Some of our Customers …
Behaviour of SMEs vs Large Companies
Behaviour of SMEs vs Large Companies
Behaviour of SMEs vs Large Companies
Behaviour of SMEs vs Large Companies
Making sense on the edge
time
What is the Front‐End Innovation Process
Introduction of the New Concept Development Model
Most Effective Practices
What is the “Front End of Innovation”?
“Front End Innovation” is defined by:
Activities that come before the “formal and structured” New
Product Development process
What is the “Front End of Innovation”?
Concept of “Breakthrough”
Breakthrough products and services are new to the
company or new to the world.
Concept of “Platforms”
Platform products establish a basic architecture for a next
generation product and are substantially larger in scope and
resources than incremental projects
Agenda
What is the Front‐End Innovation Process
Introduction of the New Concept Development Model
Most Effective Practices
New Concept Development Model
Two Examples
Opportunity Identification
Activities and methods a company
uses to identify opportunities
Can be a breakthrough opportunity
or customer need
Will lead to a new offering, new
product, new service, new platforms
Opportunity Analysis
Assessing the opportunity to
ensure it is worth pursuing
Understanding unmet
customer needs
Competitive intelligence and
trend analysis is extensively
used
Significant technology and
market uncertainty will
remain
Idea Generation and Enrichment
Translating the opportunity into specific
ideas
An evolutionary process where ideas are
are build upon, torn down, reshaped ,
modified and upgraded
May be done formal (i.e. brainstorming)
or informal (i.e. experiments)
Idea Selection
Selection of ideas for allocation
of resources
Selection by individual from self‐
generated options or a
formalized portfolio
methodology
Concept Definition
Development of a business case
Assessment of technology and
market risks
Determination detailed product
specification
Where to focus on?
Agenda
What is the Front‐End Innovation Process
Introduction of the New Concept Development Model
Most Effective Practices
Opportunity Identification
Best Practices
Opportunities get identified by:
Customer Trend Analysis
Activities and methods a company
Technology Trend Analysis
uses to identify opportunities
Competitive Intelligence and IP Analytics
Can be a breakthrough opportunity
White Space Mapping (“Blue Ocean”)
or customer need
Analogies
Will lead to a new offering, new
Interpreting trends and shifting value
product, new service, new platforms
propositions
Sensing the periphery
Need to envision the future and see new
patterns
Opportunity Analysis
Best Practices
Assessing the opportunity to
Same tools as during the Opportunity
ensure it is worth pursuing
Identifications stage, BUT effort is
Understanding unmet
expanded in considerable more detail
customer needs
Form multi‐functional teams discovery
Competitive intelligence and
teams to identify breakthrough concepts
trend analysis is extensively
Exploring external opportunity alignment
through Open Innovationused
Significant technology and
market uncertainty will
remain
Idea Generation and Enrichment
Best Practices
Understanding targets / customers
Ethnography approaches
Lead User Methodology
Translating the opportunity into specific
ideas
Technology Assessment
An evolutionary process where ideas are
Assessing links between external
are build upon, torn down, reshaped ,
technology flows
modified and upgraded
Partnering approaches
May be done formal (i.e. brainstorming)
or informal (i.e. experiments)
Conclusion
Building a sustainable product portfolio requires a common and
structured Front End Innovation Process
Greatest weakness of any Innovation Process is the Front End – NOT the
New Product Development process
Greatest weakness of Front End Innovation
Engine
Opportunity Identification
Idea Selection
Effective Practices are well understood
Triggers to identify new opportunities
Technology and Market Trend analysis
Truly understanding unmet customer needs
Managing high‐risk projects
Thank You