Post on 11-May-2020
325M Sharon Park Drive
Menlo Park, CA 94025
www.visionandexecution.com
How To Effectively Crowdsource
Your Product Development
Process
@visionexecution
© 2002-2011 Copyright Vision & Execution
If you’re in a company today that’s thinking about open innovation, get busy. Not only are enterprise companies using open innovation, but you’re competing against companies that are built from the ground up on open innovation.
David Ritter, CTO of Innocentive
8/29/2012
© 2002-2011 Copyright Vision & Execution 8/29/2012
Shift of control
© 2002-2011 Copyright Vision & Execution
Things to consider
Entire problem vs. Piece of the problem
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Entire problem vs. Piece of the problem
Breadth of experts vs. Depth of experts
Global vs. Regional
Individual contributors vs. Teams
Open/Crowdsourced vs. Closed/Enterprise only
Recognition/Expert status vs. Cash Prizes/Royalties
© 2002-2011 Copyright Vision & Execution
The Entire Problem…
8/29/2012
© 2002-2011 Copyright Vision & Execution
…a Piece of the Problem
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© 2002-2011 Copyright Vision & Execution
Things to consider
Breadth of experts vs. Depth of experts
8/29/2012
Entire problem vs. Piece of the problem
Breadth of experts vs. Depth of experts
Global vs. Regional
Individual contributors vs. Teams
Open/Crowdsourced vs. Closed/Enterprise only
Recognition/Expert status vs. Cash Prizes/Royalties
© 2002-2011 Copyright Vision & Execution
Spigit Contests - from Breadth to Depth
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© 2002-2011 Copyright Vision & Execution
Depth of Expertise
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© 2002-2011 Copyright Vision & Execution
Recycling deep technical expertise
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© 2002-2011 Copyright Vision & Execution
Things to consider
Entire problem vs. Piece of the problem
Breadth of experts vs. Depth of experts
Global vs. Regional
Individual contributors vs. Teams
Open/Crowdsourced vs. Closed/Enterprise only
Recognition/Expert status vs. Cash Prizes/Royalties
8/29/2012
© 2002-2011 Copyright Vision & Execution
Global Reach
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© 2002-2011 Copyright Vision & Execution
Regional or Local Reach
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© 2002-2011 Copyright Vision & Execution
Things to consider
Entire problem vs. Piece of the problem
Breadth of experts vs. Depth of experts
Global vs. Regional
Individual contributors vs. Teams
Open/Crowdsourced vs. Closed/Enterprise only
Recognition/Expert status vs. Cash Prizes/Royalties
8/29/2012
© 2002-2011 Copyright Vision & Execution
Individual Contributors - Users
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© 2002-2011 Copyright Vision & Execution
Innocentive’s Model – Individuals to Teams
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© 2002-2011 Copyright Vision & Execution
Things to consider
Entire problem vs. Piece of the problem
Breadth of experts vs. Depth of experts
Global vs. Regional
Individual contributors vs. Teams
Open/Crowdsourced vs. Closed/Enterprise only
Recognition/Expert status vs. Cash Prizes/Royalties
8/29/2012
© 2002-2011 Copyright Vision & Execution
Open Crowdsourcing – No Curation
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© 2002-2011 Copyright Vision & Execution
Closed Crowdsourcing - Curated
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© 2002-2011 Copyright Vision & Execution
Enterprise Solutions – Internal Only
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© 2002-2011 Copyright Vision & Execution
Things to consider
Entire problem vs. Piece of the problem
Breadth of experts vs. Depth of experts
Global vs. Regional
Individual contributors vs. Teams
Open/Crowdsourced vs. Closed/Enterprise only
Recognition/Expert status vs. Cash Prizes/Royalties
8/29/2012
© 2002-2011 Copyright Vision & Execution
Contests with prizes…
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© 2002-2011 Copyright Vision & Execution
Challenges with real money
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© 2002-2011 Copyright Vision & Execution
NPD 2.0 Best Practices • Clear strategy for using NPD 2.0 in overall strategy
– Plan for IP ownership/sharing/revenue model
– Utilize opportunity to source innovation from the outside in and also put out IP for others to innovate with
• Open Requirements and Modularity
– Break off discrete components of a new product or business challenge and reintegrate once solution is identified
• Build trust
– Plan for win-win
– Give feedback not to only to recognize their contribution but to provide additional guidance or understanding about your choices
• Networking
– Facilitate the exchange of ideas within the enterprise and across the globe
– Identify talents that otherwise don’t have visibility
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© 2002-2011 Copyright Vision & Execution 8/29/2012
Vision Define Business
Define Product
Develop Product
Test Product
Deliver Product
Sustain Product
When do you engage with customers?
Product Development Lifecycle
During which of the following stage gate phases
do you regularly get external input?
© 2002-2011 Copyright Vision & Execution 8/29/2012
• IdeaStorm Platform • Kluster • Spigit • ePinions.com • BrainReactions.net • Innovaro • Innovation
Exchange • IdeaCrossing
• redesignme • TopCoder • Vworker.com • Shapeways • eMachineShop.com • Ponoko • Creative Commons • Quirky • Jovoto • Eureka Medical • Pharmalicensing
• NineSigma • Yet2 • Innocentive • MillionBrains • Communispace • Your Encore • Idea Connection • iBridge Network • Innoget • Presans • ColSpark • Big Idea Group • Local Motors • DataStation • One Billion Minds • Atizo
• Lithium
• BzzAgent
• Zuberance
• Vizu
• Trada
• Get Satisfaction
• CrowdEngineering
• Leadvine
• Cloud MR
• Chaordix
• ClickIQ
• Crowdflower
• Appswell
• Serv.io
Vision Define Business
Define Product
Develop Product
Test Product
Deliver Product
Sustain Product
• Blur Group • NameThis • eLance • Crowdspring • Guru • BootB • Genius Rocket • Victors & Spoils • Logoworks • 99designs • Focus • Fulfillment by
Amazon • Fedex Fulfillment
Services • LiveOps
NPD 2.0 Solutions at every phase of PDLC
• uTest • Mob4Hire • 42 Projects
(productivity games)
• Feedback Army • Loop11 • UserTesting
• edopter • Google Trends/
Google Insight for Search
• TrendHunter • Trendwatching.com • SpringWise.com • Pew Research
Center • We Feel Fine • Inkling Markets • Intrade • Lumenogic • Ushahidi • Changemakers • Kaggle
© 2002-2011 Copyright Vision & Execution
Vision
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© 2002-2011 Copyright Vision & Execution
Define Business
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© 2002-2011 Copyright Vision & Execution
Define Product
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© 2002-2011 Copyright Vision & Execution
Develop Product – Design Challenge
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© 2002-2011 Copyright Vision & Execution
Test Product
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© 2002-2011 Copyright Vision & Execution
Deliver Product
8/29/2012
© 2002-2011 Copyright Vision & Execution
Deliver Product
8/29/2012
© 2002-2011 Copyright Vision & Execution
Sustain Product
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© 2002-2011 Copyright Vision & Execution
P&G Leading the Way…
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• P&G Open Innovation Challenge - external idea sourcing in Britain
• Vocalpoint - P&G’s network for women
© 2002-2011 Copyright Vision & Execution
…and others quickly catching up! • BMW Customer Innovation Lab – design competition (in german)
• BurdaStyle - open source sewing
• Dell IdeaStorm - external idea sourcing
• Electrolux Design Lab - annual design competition for students
• Fiat Mio - create a car
• Fluevog - open shoe design
• GoldCorp - the famous GoldCorp Challenge
• IBM InnovationJam* - IBM’s more internally focused idea generation project
• Kraft - open innovation portal
• LEGO Mindstorms - open source robots
• LEGO Factory - LEGO co-creation tool
• Muji - improving and suggesting new iphone cover designs
• Philips’ LeadUsers.nl & Live Simplicity - crowdsourcing platforms
• Peugeot - design contest
• RB-Idealink - Reckitt Benckiser crowdsourcing platform
• Sara Lee – Making Connections - open innovation portal
• My Startbucks Idea - shaping the future of Starbucks
• Ideas4Unilever - corporate venturing
• Vodafone Betavine - mobile app community 8/29/2012
© 2002-2011 Copyright Vision & Execution
Start your NPD 2.0 program now
• Start somewhere
– Leverage the no cost/low cost options to provide proof of concept
– Target champions in your organizations to build support and then build on your successes
• Build trust with both your internal and external partners
– Implement NPD 2.0 in alignment with strategy and company culture
– Compensate fairly; reward liberally
• Develop an integrated NDP 2.0 strategy
– Plan for what remains internal and what can be assigned to external experts or customers
– Utilize multiple tools/multiple vendors
8/29/2012
© 2002-2011 Copyright Vision & Execution
Questions?
8/29/2012
And, don’t forget to ask about how
Vision & Execution
can help your company implement NPD 2.0!
© 2002-2011 Copyright Vision & Execution
About the Presenter… Patrina Mack, Managing Partner of Vision & Execution, consults with established and emerging technology companies in the U.S., Europe, Russia and Israel. Ms. Mack works with clients to optimize their product and business strategy to enhance customer adoption and market penetration. She has more than 25 years experience in business-to-consumer and business-to-business product, marketing and operational strategy and implementation. Her industry expertise spans the Internet, cleantech, healthcare, telecom, software, financial services, and consumer products.
Ms. Mack is a member of the Advisory Board for Innovation Center Denmark-Silicon Valley. She also serves as an Advisor to TechCoire and previously served as Western Regional Director for the Product Development and Management Association, and as Sustainability Mentor to CA Cleantech Open. She is a certified New Product Development Professional through the PDMA. As part of her consulting practice she leads workshops to help companies apply NPD 2.0 to optimize their product development process and increase customer engagement.
Prior to founding her consulting practice in 1999, Ms. Mack was responsible for the global launch of NetGravity's SaaS solution. NetGravity, one of Forbes' ASAP Dynamic 100 Companies, introduced the first ad serving software. At her previous company, AirTouch, she was responsible for assessing and developing market opportunities for PCS wireless, international licenses and new services. Ms. Mack started her career consulting with Urban Wallace & Associates serving the consumer products and financial services industries.
8/29/2012
© 2002-2011 Copyright Vision & Execution
Poll Questions
• Before webinar starts
– Has your company used open innovation with external experts?
– Has your company used open innovation within the enterprise?
• Before stage gate slide
– How frequently do you check in with customers during the product development process?
• At end before Q&A begins
– Name at least one thing you can take away from this webinar to implement in your organization.
8/29/2012