ENT 1000 – Organization and processes Tomas Hellström.
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ENT 1000 – Organization and processes Tomas Hellström
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Transcript of ENT 1000 – Organization and processes Tomas Hellström.
ENT 1000 – Organization and processes
Tomas Hellström
Product Development, organizational structure and value generation
Topics:
Product development processes Organizational structure The value web Business alignment
Overview: Think of it in terms of a value chain…
Product development processes
Challenges:Provide leadership in all phases of PD Integrate competences and capabilities for the
productForecast product requirementsRetain flexibility (cost of change=low) of
product characteristics as development process proceeds
Design
Concrete arrangement of the various aspects of the concept
Form and function Design connects the novel concept with potential
institutional needs familiarity+novelty impact+acceptance
Attractive to see and easy to use Product robustness
Development process1. Research and development
2. Product design
3. Build prototype
4. Test
5. Satisfactory performance?
6. Finalize design
No
Yes
A. Establish the product goals and attributes
B2. Identify/record the physical contraints
B1. Which components/ parameters available for selection? Develop or buy?
C. Write performance specification for the product
D. Establish product configuration
E. Select the components of the product
F. Optimize the parameters of the product
Product development leadership
Commitment to the design process among founders/senior management
Clear product vision/goals. Everybody in startup must understand the idea/vision of the product clearly
Improvisation/iteration to develop prototype Open sharing of information Cross-functional collaboration in the team
Understanding the customer
Preferences Purchase criteria Decision making processes Buyer behavior Functional needs
Coordinated design system – Product, process and supply chain
Organizational design and form
Decisions to be made: Organization structure: Define members’ jobs and communication
relationships. Depicted in an organizational chart. Planning, measurement and evaluation schemes: How will plans
be achieved and updated? How measured and how evaluated? Goals (e.g. tied to people, processes, outcomes etc) Project flow-descriptions (e.g. Gantt-charts)
Rewards: Criteria and strategy for bonuses, raises etc Selection critieria: Guidelines for selecting individuals to positions Training: Competence development on and off the job must be
specified. Educational criteria for tasks and learning skills defined.
Typical organizational charts for startups
Production/ Product development
CEO
AdministrationMarketing/ sales
Stage 1
Stage 2
Production/ Product development
CEO
AdministrationMarketing/ sales
Product development
Shipping receivingAssembly/
quality controlSales
Promotion/ advertising Finance Purchasing
The organization and the value chain
The Value Web
The Value Web (Cisco example)
Goal: Self-reinforcing growth
Goal: Business Alignment
