1 / 8

Innovation Workout

Innovation Workout. Assessing the Potential of an Innovation Quiz , Consumption Chain Analyze and Feature Map an Innovation. Pharmaceutical Innovation. The Blockbuster drugs ($1 billion or more in annual sales) of the past 15 years have all been “lifestyle” drugs Mood adjusters (Prozac)

garima
Télécharger la présentation

Innovation Workout

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Innovation Workout Assessing the Potential of an Innovation Quiz, Consumption Chain Analyze and Feature Map an Innovation

  2. Pharmaceutical Innovation • The Blockbuster drugs ($1 billion or more in annual sales) of the past 15 years have all been “lifestyle” drugs • Mood adjusters (Prozac) • Performance enhancers (like Viagra) • Recreational (MDMA, a.k.a. Ecstasy)

  3. Your Task • Design (i.e., identify the major features of) a new Blockbuster Drug by • Quizzing your teammates • Use a Mind Map to find the main feature sets of a hypothetical blockbuster drug • Constructing your consumers (a.k.a. teammates’) Consumption Chain • Identifying the discriminators and energizers • (Feature-Attribute Map) for the significant steps of the Consumption Chain

  4. ToolsetsQuiz & Organize with a Mind Map Ask Questions: Customer Experience is dynamic • So are the questions in quizzing Who? • … is with customers while hey use the product • How much influence do they have • If we could arrange it, who would we want the customer to be with … • What? • … Do our customers experience when the use the product • … needs provoked our offering • What else? … might customers have on their minds • When? … do our customers use this .. • Where? … are our customers when they use this • How? … do customers learn to use the product .

  5. ToolsetsOverview of Feature Set Prioritize and choose the major features of your innovation from the main branches of the Mind Map Review the main innovation features with a feature-attribute map for the entire innovation

  6. ToolsetsConsumption Chain Analysis • Determine the main steps in consumption • Each step on the consumption chain has an attribute map • You should only list the 3 or 4 most important steps • These will determine whether the potential customer proceeds to the next step (good) • Or leaves the consumption process (not good)

  7. ToolsetsFeature-Attribute Map the 3-4 Key Steps in the Consumption and Manage those 3-4 Steps • Identify Discriminators and Energizers • Describe how you will manage each of these features of the consumption process

  8. What to Present • Mind Map of Feature Sets for the Drug • Consumption Chain with key steps containing discriminators and energizers • Tell how you will manage each discriminator or energizer to encourage consumers to move to the next step of the Consumption Chain • Identify existing ‘substitutes’ for your new drug • Identify other potential barriers to entry for the drug

More Related