Petra Buijs Innovation Director +31 (0)6 53 99 33 81
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BELIEVING that strong business is the result of meaningful and smart solutions.
FOR PEOPLE businesses and their environment. For tomorrow’s challenges.
FEEDING our passion with tomorrow’s trends, market insights, new technology and your business needs.
CREATING new sustainable options with cross over innovation, experts, end users, methods and tools.
SEARCHING for that one solution that will make the difference.
REALISING valuable business together with our customers; WITH YOU!
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© Petra Buijs 2013
© Petra Buijs 2013
Taste experience for Animo
Warm welcome for Heras
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OptiBean
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© Petra Buijs 2013
© Petra Buijs 2013
Shelf presence for Histor
Smart hygiene touch free for MISCEA
Histor Paintcan Ready Mix
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the revolution of hand hygiene
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© Petra Buijs 2013
Classics
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© Petra Buijs 2013
Doel
Wat is een businessmodel volgens jou? Uit welke elementen bestaat het?
• Wat is een businessmodel? Inventarisatie • Belang van nieuwe businessmodellen • Hoe kom je tot een businessmodel • De onderdelen van een businessmodel • Het businessmodel als bril • Het businessmodel als puzzel • Intermezzo: Voorbeeld case • Het businessmodel als werkdocument
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Performance
Different measure Of performance
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© Petra Buijs 2013
Sustaining strategy: Bring a better product into An established market
tion isrup ed nd d rv Low-e ss over-se er-cost Addre with a low l mers mo d e custo business
Time
r so er g um in ns sum s o n n c n- -co sio No on cca 15 N o
tion: disrup narket no New-m te against pe n Com ptio consum
Time
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© Petra Buijs 2013
© Petra Buijs 2013
Key succes factor: concepts are system innovations
BRAND POSITIONING
BUSINESS MODEL
ORGANISATION
CONCEPT ELEMENTS
CHANNELS
PRODUCTS
SERVICES
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© Petra Buijs 2013
Design for innovation
3 Gears: From insights to strategic business design
1. EMPATHY & DEEP HUMAN UNDERSTANDING 2. CONCEPT DEVELOPMENT
Demonstrate a deep, holistic understanding of their customers and their needs.
Deliver distinct offerings and experiences that uniquely meet those needs
NEED?
3. STRATEGIC BUSINESS DESIGN
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Engage in a distinct combination of activities that leverage their enterprise capabilities in a way that is difficult for others to replicate © Petra Buijs 2013
Business model innovation canvas
Your product is NOT ‘the product’.
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Consumenten nemen geen genoegen met passief consumeren maar willen actief deelnemen
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© Petra Buijs 2013
Delen & van bezit naar gebruik
Open Source & DIY Do it yourself
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© Petra Buijs 2013
Nieuwe distributie systemen
N.Y.
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© Petra Buijs 2013 tesco-homeplus-metro-virtual-store-seoul
Herwaardering craftmanship
Wat maakt het businessmodel van Wehkamp het meest waardevol?
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Wat is slim aan het businessmodel van Willem en Drees?
Wat hebben deze twee gemeen?
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Welke kansen en risico’s ontstaan door nieuwe technologieën?
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Op welk inzicht is het business model van Bilder en de Clercq gebaseerd?
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Innovation Workshops Strategy, trends, technology -, consumer- and marketinsights combined
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Assumption testing: Start with ‘leaps of faith’
experiment
Learn assumption
© Petra Buijs 2013
Build
Measure
IMPROVISE ADAPT OVERCOME
metric
Problem solution fit
• Are you solving the right problem?
Product Market fit • Is it something enough people want? • Adoption risks
Scale • How will you scale your business model?
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Why do new product introductions fail in your company?
Co Creation 71%
Consumers find no new or unique value proposition
49%
The product is priced incorrectly Our product cost was too high (and the product is unprofitable)
44%
We forecasted incorrectly (and had inventory shortage or stock outs)
34% 22%
The product is late to market
20%
Poor trade promotion execution We encountered supply chain issues (such as a late supplier)
12% 0
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Base: All respondents
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Wat vinden zij belangrijk? Waar liggen hun ambities?
61%
The product failed to meet consumer needs
75 42
© Petra Buijs 2013
© Petra Buijs 2013
CO CREATION Context mapping
Co Creation
Doelgroep inzichten
Analyse
Creatieve technieken Inzicht in belangen, emoties, motivaties, verwachtingen en idealen?
Persona’s Scenario’s / story telling Customer journey Touchpoints Thema’s en kansen Kernwaarden vastleggen
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REALISATIE
CO CREATION
VISIE BEPALING 3
4 Toetsing aan de doelgroep User tests & Simulaties
CONCEPTUALISATIE 43
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Evaluatie
Diensten of producten Schetsen / 3D renderings mock ups / prototypes
Creatie © Petra Buijs 2013
Co Creation Crowdsourcing service
Tools Creative sessions with consumers and/or experts
Gaining insights with large groups of consumers or experts www.crowd-and-crew.nl
Engaged to create Het steriliseren is een gedoe, het speentje valt vaak op de grond Die grappige reclames komen onbetrouwbaar over … ik wil naar een echte specialist!
Als het maar geen kinderachtige site wordt!
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Patiënt Jaap vindt: afspraak is afspraak!
© Petra Buijs 2013
© Petra Buijs 2013
Persuasief design
194 vrouwen binnen 48 uur.
1.544 reac*es
100 Moeders geselecteerd
Screening via Google, Facebook en LinkedIn (Moeder of partner werkzaam concurrent?)
83 actieve moeders online 47
2.123 reacties + poll inzendingen 328 inzichten
Serious gaming Sociaal bewijs 48
© Petra Buijs 2013
© Petra Buijs 2013
Foodtrucks
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http://www.youtube.com/watch?v=2lXh2n0aPyw © Petra Buijs 2013
© Petra Buijs 2013
Wooniversum
Design prototyping NEED?
Design strategy
evaluation
1. Development of the design languages based on the company’s brand values
Design Concepts
1 IDEAS
2 LOR
evaluation
2. Translate into design concepts, resulting in mock ups
3 DESIGN
4 SOLUTION
Mock up
3. Designing details of the latest design
5 LAUNCH
evaluation
BUSINESS
Industrial Design
evaluation
Design Definition
4. Establishing all the details leading to the definition as input for engineering
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© Petra Buijs 2013
© Petra Buijs 2013
Waarom prototypen?
Technical product prototyping
1. Ter voorkoming van verkeerde / onnodige investeringen in het innovatieproces (20-80) Need
Idea
Lor
Design Strategy
Concepts
Design Definition
Mockup
2. Om te voorspellen is wat er allemaal gaat gebeuren, nog moet veranderen 3. Om snel te kunnen leren en adaptief te kunnen zijn 4. Ter vermindering van het risico profiel 5. Om commitment te creëren POP
Functional model
Prototype
6. Voorkomen van onnodige (faal)kosten 7. Ter voorkoming van imago schade
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Innovatie regie & business model canvas as focus
Idea
Feasibility
Macro-ingredients Strategy
Bioavailability
Health Trends & Themes
Design
Launch
Implementation
Nutriitional function
Business
Technology
Capability
Business model innovation & organisational impact
Micro-ingredients
Prototyping Food processing
Concept development Clinical trials Patent strategy Market Place Intelligence Legislation Business model generation Novel Food Suppliers Brand Strategy
Consumer science
Production site Upscaling
Food safety
Pricing
Supplier flexibility Communication
QA
Retail Packaging Marketing mix
Supplier chain Distribution
Consumer
Business plan
Prospecting
Evaluate opportunity
Confirm opportunity
Transfer to factory and sell-in customers
Produce improved products and distribute to customers
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© Petra Buijs 2013
© Petra Buijs 2013
Design for innovation
Succes factoren
3 Gears: From insights to strategic business design
1. EMPATHY & DEEP HUMAN UNDERSTANDING Demonstrate a deep, holistic understanding of their customers and their needs.
2. CONCEPT DEVELOPMENT Deliver distinct offerings and experiences that uniquely meet those needs
3. STRATEGIC BUSINESS DESIGN
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Engage in a distinct combination of activities that leverage their enterprise capabilities in a way that is difficult for others to replicate
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Uniek en superieur concept systeem
2.
Sterke markt oriëntatie
3.
Doe je huiswerk goed in het begin
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Leer zo snel mogelijk of je aannames kloppen
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Multidisciplinaire team benadering
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Focus: scherpe evaluatie en beslissingspunten
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Kwaliteit van uitvoering
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Gefaseerd model / actieplan passend bij type innovatie (incrementeel versus breakthrough/disruptive)
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Design strategy – analysis of competitors - analysis of usage – design & engineering packaging
example: Huis van Beleg – ultimate fresh experience
© Petra Buijs 2013
Design strategy - co creation – user tests – design and engineering - evaluation
example: Histor Paintcan
Strategy - design strategy - shop in shop development – branding- concept & business model development – marketing communication materials, website and stand
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example: Heras - iGate
example: UMC Future medical office
Strategy - design strategy – co creation – innovation workshop – design and engineering – project management
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© Petra Buijs 2013
© Petra Buijs 2013
Your innovation challenge translated from insight to business
Een vervanger van ons Delta hek … Design strategy – user tests – ideation – design and engineering packaging - sourcing
example: Kazem Skin Aesthetica Nefera
Hoe maken we deze meetmethode commercieel?
Visie ontwikkeling voor onze nieuwe polikliniek …?
example: Zengo Smart pack holder
Wat is het ideaal Hoe past dit in de beeld van onze Net zoals het geven Een visitekaartje huisarts praktijk? van de fles … voorstakeholders? je bedrijf …
Design strategy – brand experience- concept development – design, engineering en sourcing – on shelf presentation
PRODUCT IMPROVEMENT
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EXTENSION
TECHNOLOGY DRIVEN
Hoe ziet de poli er Quality time voor over 15 jaar uit? patiënt en arts …
BREAKTHROUGH
FUTURE VISION
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