上浒充通大学 e SHANGHAI JIAO TONG UNIVERSITY Step 1:Identify Opportunities Opportunity funnel >Collects hundreds or even thousands of opportunities during a year ·Sources: Marketing and sales personnel Research and technology development organizations Current product development teams Manufacturing and operations organizations Current or potential customers Third parties such as suppliers,inventors,and business partners Many other sources
Step 1:Identify Opportunities Opportunity funnel Collects hundreds or even thousands of opportunities during a year • Sources: – Marketing and sales personnel – Research and technology development organizations – Current product development teams – Manufacturing and operations organizations – Current or potential customers – Third parties such as suppliers, inventors, and business partners – Many other sources
上游充通大粤 SHANGHAI JIAO TONG UNIVERSITY Approaches to collect the opportunities Document frustrations and complaints that current customers experience with existing products Interview lead users To find innovations or modifications may have made to existing product Consider implications of trends in √Lifestyles √Demographics(人口变化趋势) √Technology -Systematically gather suggestions of current customers through √The sales forces The customer service system - Carefully study competitors'products on an ongoing basis(competitive benchmarking) Track the status of emerging technologies To facilitate transfer of the appropriate technologies from basic research and technology development into product development
• Approaches to collect the opportunities – Document frustrations and complaints that current customers experience with existing products – Interview lead users To find innovations or modifications may have made to existing product – Consider implications of trends in Lifestyles Demographics(人口变化趋势) Technology – Systematically gather suggestions of current customers through The sales forces The customer service system – Carefully study competitors’ products on an ongoing basis (competitive benchmarking) – Track the status of emerging technologies To facilitate transfer of the appropriate technologies from basic research and technology development into product development
图 上游充通大粤 SHANGHAI JIAO TONG UNIVERSITY Examples: Opportunity statements at Xerox Create a document distribution system in which a networked printing device resides on each office worker's desk and automatically delivers mail and other document Create document delivery software that allows the digital delivery and storage of most intraorganizational documents via a worker's personal computer The above opportunity statements eventually became the Lakes projects: Develop a new back and white(B&W),digital,networkable,document center platform for the office market,including scanning,storage,fax,distribution,and printing capabilities
Examples: • Opportunity statements at Xerox – Create a document distribution system in which a networked printing device resides on each office worker’s desk and automatically delivers mail and other document – Create document delivery software that allows the digital delivery and storage of most intraorganizational documents via a worker’s personal computer • The above opportunity statements eventually became the Lakes projects: – Develop a new back and white (B&W), digital, networkable, document center platform for the office market, including scanning, storage, fax, distribution, and printing capabilities