concept development
Post on 21-Oct-2014
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DESCRIPTION
A 7-step process for developing new business concepts.TRANSCRIPT
/ concept development
A user oriented approach
Concept Development
Build a concept around your product/service
/ the userWho are the users/customers buying and using your concept?
Make detailed user profiles/personas of fx 3-5 usertypes.
/ the basic ideaWe want to give………….(customer value)
To…………………(user groups/segments)
By…………………………...(the solution)
/ functions (products /services)
Core – product or service that gives the fundmental customer value
Additional – related products and services also valuable to customer
Peripheral – ”nice to have” – the extra twist that is memorable and creates loyalty.
/ processesCustomer oriented processes and activities
Internal processes and activities
/ information (customer interface)
Where, when and how do customers/users meet the concept?
Design the experience
Create identity and feelings
How do you ”speak” to customers?
“We are more than a club”
Més Que Un Club
/ business modelHow do you earn money? What do people pay for – and who pays?
Pricing
/ income streamsSelling
Lending
Licencing
Transaction cut
Advertising
Sponsorship
/ pricing principles Some examples:
Pay per use
List price
Feature dependant
Customer characteristics
Volume dependant
Value based
Bargaining
Yield management
Auction
Dynamic market
/ partnersSuppliers
Distribution channels
Who is doing what– Own production– Outsourcing– Customer producing
Fixed or variable costs
Look at your processes and decide your core competence.
/ competitionDirect competition – comparable products/services
Substituting offers – satisfying similar needs
Indirect competition – factors, that may reduce the interest for your product/service
/ technology and IPRWhat gives you unique competitive advantage?– Patent– Design protection– Knowledge– Network– Experience – Etc
/ prototype and visualization
Visualize your product or service in some way – Quick & Dirty in the beginning