文档介绍：Ideas and Strategy
PRESENTATION TO *** BUSINESS PETITION PARTICIPANTS
AT-CZG002-120199Coyne-MSTR
Today
Developing an idea
Assessing your idea
Describing your strategy
A couple of wrinkles
1
AT-CZG002-120199Coyne-MSTR
Developing an idea
Why brainstorming usually fails
3 frameworks
Product trees
4 killer questions
The 5Cs model
2
AT-CZG002-120199Coyne-MSTR
Unexpected users
Heavy users
Potential users blocked by one obstacle
Potential users who differ in one way from current users
Creative bundling to plements
Radical distortions of key value ponents
New uses for existing products
New users for existing products
New ways to meet existing needs
Stimulating new needs
. . .radically modify existing products
. . . generate radical increases in existing product sales
. . . develop new products
Search for killer product ideas by exploring opportunities to . . .
Product idea tree
3
AT-CZG002-120199Coyne-MSTR
What would it take to make my product at half the cost?
Radical distortion of key value ponents
Can I reduce by half or double my distribution cost?
Could I offer my product at 5 times the cost if it had greater feature/function?
Could I double my product depth or cut breadth in half?
What input, if reduced by half the cost, would allow me to cut my price 20%?
Question
Existing example
Southwest Airlines
PC clones
Personal shopper
Mail order
Premium ice cream
PetSmart
Baby Superstore
Zinc in batteries
Low-rate credit cards for high credit rating
Potential idea
6 packs of single-use, lightweight, disposable umbrellas
Discount realtors
A bank with home cash delivery
Home decorator superstore
Industrial pawn shop for small business lending
Product idea tree
4
AT-CZG002-120199Coyne-MSTR
1. What is the biggest hassle about this product?
For what subgroup of users . . .
For what subgroup of usages . . .
Etc.
2. What do the Batman movie, roller blades, and Ben and Jerry’s have mon?
3. How would I do things differentl