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BIC Eryri presentation on: Creativity and Innovation in NPD Dafydd Glyn Davies Chief Executive

BIC Eryri presentation on: Creativity and Innovation in NPD Dafydd Glyn Davies Chief Executive. Aim to Cover. BIC Eryri: 5 minute tour Business development realities/challenges NPD vs Offer Development Key BIC Eryri approaches Creativity and Innovation in action. BIC Eryri.

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BIC Eryri presentation on: Creativity and Innovation in NPD Dafydd Glyn Davies Chief Executive

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  1. BIC Eryri presentation on: Creativity and Innovation in NPD Dafydd Glyn Davies Chief Executive

  2. Aim to Cover • BIC Eryri: 5 minute tour • Business development realities/challenges • NPD vs Offer Development • Key BIC Eryri approaches • Creativity and Innovation in action

  3. BIC Eryri • North Wales based innovation services business • NPD, marketing, creativity, MR, IP exploitation, technology venturing and project management • Across all sectors: food, environmental, healthcare, ICT, electronics, marine, construction • Currently undertaking £25M+ projects increasingly international in scope • 13 F/T staff + 10 assocs • www.bic-eryri.com for more info

  4. Realities and Challenges Global Competition Firefighting vs strategy Short life cycles/pace Lack of capital vs IRR Tekkies and technologies Staff and skills Today vs tomorrow Trade restructuring (Bloody) Regulations Customer expectations ICT/new media IP and other animals

  5. NPD vs Offer Development • NPD = New Product Development design, prototyping, alpha/beta testing, launch • Offer Development = “the full monty” commercial proposition consumer (and trade) positioning brand and packaging product and service package consumer and trade promotions • At BIC Eryri NPD = Offer Development

  6. Approaches to NPD • Iterative process focused upon delivery of COMMERCIAL PROPOSITION and POSITIONING • MUST be driven from top, delivered from bottom • Typical elements: - current market and target customer dynamics - 2-5 yrs ahead: via mapping, projective work - assessment of client strategies, resources - obsession with marketing rather than tech. - clear product/tech specs, part of offer dev. - interactive feedback: product/offer concepts - total project management

  7. Stimulus Material Left Side Research, Logical, Analytical Thinking screen & evaluate sensible ideas Right Side Create / Intuitive Thinking generate loads of wacky, way out ideas Creativity Promising Ideas > Offer Development

  8. Concept Development • Expressions of ideas for products, offer, businesses ....feedstock of NPD • A “black art” for MR, for comms and pre-selling • Benefits: bring ideas to life, people react, process of crystallisation • Extensively utilised from start to finish to check on fundamentals to specific of marketing mix • BIC Eryri: businesses, ventures, products, technologies, brands, positionings, promotions .....alongside in-depth MR

  9. Halen Mon

  10. Aber Instruments

  11. CAWS – Welsh Cheese Producers

  12. Diolch / Thank you • www.bic-eryri.com

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