innovation day 2013 2.2 jef aernouts (verhaert) - product roadshows in an early development stage
DESCRIPTION
TRANSCRIPT
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Product roadshows in an early development stage:
Pros & Cons
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Jef Aernouts
2012 – now Consultant Applied
Physics and Systems, Verhaert
2007 – 2012 PhD in Physics, University of Antwerp
2003 – 2007 Master in Physics, University of Antwerp
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Content
1. The title
2. Based upon a true story…
3. What makes a good demonstration?
4. Early stage demonstrations: discussion
5. Conclusions
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Product roadshows in an early development stage
Source: merriam-webster.com/dictionary
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Product roadshows in an early development stage
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Concept generation
Lab-scale testing
Demon-strator
Detailed design
Proto-typing
…
Production
Product roadshows in an early development stage
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Product roadshows in an early development stage
Example: Chromascope (measure color and fluorescence in rough diamonds)
Concept generation
Lab-scale testing
Demon-strator
Detailed design
Proto-typing
…
Production
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CONFIDENTIAL
Based upon a true story…
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Who?
• Initiative
• Contacts with relevant industry
• “Commercial”
• Product development
• Testing
• “Technical”
+
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What?
Tool for measuring boreholes in aviation industry
Production Research
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What?
• HQMS: Hole Quality Measurement System
• Revolutionary device:
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Where?
Roadshows to…
March 2013
• Dallas (F-35)
• Tampa (F-16)
• Atlanta (C-130)
April 2013
• Nantes
•Toulouse
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Concept generation
Lab-scale testing
Demon-strator
Detailed design
Proto-typing
…
Production
When (in the development stage)?
Current position
Artist impression
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When (in the development stage)?
Breadboard:
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CONFIDENTIAL
What makes a good demonstration?
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What is a good demonstrator?
The cheapest solution to demonstrate the Front End of the product:
• Demonstrating the meaning
• Demonstrating the usability
• Demonstrating the desirability
• Demonstrating the feasibility
Know your public, and focus accordingly!
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What is a good demonstrator? HQMS
The cheapest solution to demonstrate the Front End of the product:
• Demonstrating the meaning
• Demonstrating the usability
• Demonstrating the desirability
• Demonstrating the feasibility
Know your public, and focus accordingly!
chief measurement systems,
representatives measurement systems,
production engineers,
quality control engineers,
purchasing
Demo time: 1.5 h
60% commercial,
40% technical
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What is a good demonstrator? HQMS
The cheapest solution to demonstrate the Front End of the product:
• Demonstrating the meaning
• Demonstrating the usability
• Demonstrating the desirability
• Demonstrating the feasibility
Know your public, and focus accordingly!
chief measurement systems,
representatives measurement systems,
production engineers,
quality control engineers,
purchasing
Demo time: 1.5 h
60% commercial,
40% technical
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From “one trick” towards engagement
• Creating a momentum
• Build upon insights during the roadshow
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From “one trick” towards engagement HQMS
• Creating a momentum
• Build upon insights during the roadshow
Experiences with HQMS:
• Give handovers, brochures
• Invited for a demo in-house (at Verhaert)
• Samples sent for validation measurements
• …
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A good demonstration
Business
factors:
Budgets &
timing
Technical
risk factors:
Demonstrated
functionality
Human
appreciation
factors:
Usability &
looks
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Business
factors:
Budgets &
timing
Technical
risk factors:
Demonstrated
functionality
Human
appreciation
factors:
Usability &
looks
A good demonstration HQMS
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Business
factors:
Budgets &
timing
Technical
risk factors:
Demonstrated
functionality
Human
appreciation
factors:
Usability &
looks
A good demonstration HQMS
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A good demonstration HQMS
Business
factors:
Budgets &
timing
Technical
risk factors:
Demonstrated
functionality
Human
appreciation
factors:
Usability &
looks
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It is not just a technical demonstration
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It is not just a technical demonstration
It is about creating interest and confidence
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CONFIDENTIAL
Early stage demonstrations: discussion
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Early stage demonstrations… are not new
High investment cost
e.g. real estate
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Early stage demonstrations… are not new
High investment cost
e.g. real estate
Niche market
e.g. aviation industry
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Early stage demonstrations… are not new
High investment cost
e.g. real estate
Niche market
e.g. aviation industry
Intensive R&D projects
e.g. introduction iPhone 1
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Early market feedback
• For niche markets
• For highly investment intensive R&D projects
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Early market feedback
• For niche markets
• For highly investment intensive R&D projects
• Turning around the learning curve
Feedback
Time
Le
arn
ing
cu
rve
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Early market feedback
• For niche markets
• For highly investment intensive R&D projects
• Turning around the learning curve
Feedback
Time
Le
arn
ing
cu
rve
Feature management
Risk management
Budget management
1
2
3
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Feature management
User-centered design: customize product to specific needs user
Source: www.dcndx.com
1
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Feature management
User-centered design: customize product to specific needs user
Early stage feedback Reduce implementation cost
# Changes (conventional)
# Changes with early feedback
Cost per change
time
1
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Feature management HQMS
Learned from early stage demonstration with HQMS:
• Work on carbon fiber materials
• Mounted on a robot ↔ handheld
• Use a docking station for data-transfer
• Be able to measure blind holes
• Measure smaller diameters than initially thought
• Head height measurement
• No bushing can be used for positioning
• Measure curvature of a hole
• …
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Feature management HQMS
Learned from early stage demonstration with HQMS:
• Work on carbon fiber materials
• Mounted on a robot ↔ handheld
• Use a docking station for data-transfer
• Be able to measure blind holes
• Measure smaller diameters than initially thought
• Head height measurement
• No bushing can be used for positioning
• Measure curvature of a hole
• …
For production: some features removed rather than added.
“Avoid building a Rolls Royce when a Peugeot is needed”
• Should just have a go/no-go LED
• Some diameters never measured
• …
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Risk management
Early detection of risks allows measures at lower costs and with less impact on schedule
“Fail fast, fail cheap”
Source: INCOSE Systems Engineering Handbook
2
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Risk management HQMS
Learned from early stage demonstration with HQMS:
• Rough handling in production: dust, dropped…
• Blind holes: probe tip damage
• Device cannot make use of Wi-Fi
• Specific materials: no reflection
• …
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Budget management
Early stage roadshows allow…
not to spend more money
than needed.
3
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Budget management
Early stage roadshows allow…
not to spend more money
than needed.
to amortize development cost on
production.
3
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Budget management
Early stage roadshows allow…
not to spend more money
than needed.
to have early go/no-go decisions.
to amortize development cost on
production.
3
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Budget management
Early stage roadshows allow…
not to spend more money
than needed.
to have early go/no-go decisions.
to amortize development cost on
production.
3
potential co-investment
of lead user.
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Budget management HQMS
Early stage roadshows allow…
not to spend more money
than needed.
Low-budget demonstrator
~ 20 hours
Low-budget user interface
~ 40 hours
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CONFIDENTIAL
Conclusions
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Product roadshows in an early development stage
• IP position
• Readiness (cf. iPhone 1)
• Unfinished product
• Lead users can lead to
over-specification
• …
• Early market validation
• Create engagement
• Turn around the learning
curve
• Detect desired features
early
• Detect risks early
• Reduce costs
• …
+ -
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Product roadshows in an early development stage
•Know your audience
•Consider the pros and cons
•Manage expectations
•Have a clear business proposition
•Make sure you control the demo infrastructure (network, beamer …)
•Be sure the demonstrator works
Turn early stage demonstration into a positive experience!
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Risk based development methods
Cut
• Development phases
• Functional subsystems
Tangible
• Visualize
• Simulate
• Test
• Review
• Roadshow
Risk focus
• Criticalities
• Added value
• 360°
Early
• Rapid prototyping
• First time right
Options
• Backup
• Buffer
• Requirements vs. design
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