文档介绍:IdeasandStrategyPRESENTATIONTO***ponentsNewusesforexistingproductsNewusersforexistingproductsNewwaystomeetexistingneedsStimulatingnewneeds...radicallymodifyexistingproducts...generateradicalincreasesinexistingproductsales...developnewproductsSearchforkillerproductideasbyexploringopportunitiesto...Productideatree4Whatwouldittaketomakemyproductathalfthecost?ponentsCanIreducebyhalfordoublemydistributioncost?CouldIoffermyproductat5timesthecostifithadgreaterfeature/function?CouldIdoublemyproductdepthorcutbreadthinhalf?Whatinput,ifreducedbyhalfthecost,wouldallowmetocutmyprice20%?lonesPersonalshopperMailorderPremiumicecreamPetSmartBabySuperstoreZincinbatteriesLow-ratecreditcardsforhighcreditratingPotentialidea6packsofsingle-use,lightweight,disposableumbrellasDiscountrealtorsAbankwithhomecashdeliveryHomedecoratorsuperstoreIndustrialpawnshopforsmallbusinesslendingProductideatree51. Whatisthebiggesthassleaboutthisproduct?Forwhatsubgroupofusers...Forwhatsubgroupofusages.... WhatdotheBatmanmovie,rollerblades,andBenandJerry’mon?3. HowwouldIdothingsdifferentlyifIhadperfectinformation?4. Wherearethesearch,orderentry,andtrackingcostsalargepercentageoftotalcosts?peteforsurplus1ClientOEMCostsConcentratesurplusfromchannels2RetailerCapturesurplusfromcustomers3PriceCooperatetocapturesurplus5Createnewdemand4The5Csmodel7TodayDevelopinganideaAssessingyourideaHowpowerful?Howlarge?esoneofthecriticalbuyingfactorsforatargetmarketInvent:eleratepaceofinnovationinacriticalperformancedimensionby3-5yearsInnovate:radicallyimproveanexistingimportantstandardUniqueperformancePerformanceenhancement9* ComparedtoTheGap ** pUSADell**Gateway**CommodoreAmericaWestPeopleExpressE-IomegaZipDriveOtherAveragepricediscountsof30-45%20-5020-8040503040-5050-7060-7030-5020-3015Price-basedvaluepropositionsmustofferextremediscounttomarket10