How To Effectively Crowdsource Your Product Development ... · Business Define Product Develop...

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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


Things to consider

Entire problem vs. Piece of the problem

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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


The Entire Problem…

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…a Piece of the Problem

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Things to consider


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Global vs. Regional





Spigit Contests - from Breadth to Depth

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Depth of Expertise

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Recycling deep technical expertise

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Things to consider



Global vs. Regional




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Global Reach

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Regional or Local Reach

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Things to consider



Global vs. Regional




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Individual Contributors - Users

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Innocentive’s Model – Individuals to Teams

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Things to consider



Global vs. Regional




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Open Crowdsourcing – No Curation

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Closed Crowdsourcing - Curated

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Enterprise Solutions – Internal Only

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Things to consider



Global vs. Regional




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Contests with prizes…

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Challenges with real money

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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

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?


• 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

http://www.salesforce.com/crm/customer-service-support/ideation/



http://www.kluster.com/

http://www.spigit.com/

http://www.epinions.com/

http://brainreactions.net/

http://www.utekcorp.com/

http://www.innovationexchange.com/

http://www.innovationexchange.com/

http://www.ideacrossing.com/

http://www.redesignme.com/

http://www.topcoder.com/

http://www.vworker.com/

http://www.shapeways.com/

http://www.shapeways.com/

http://www.emachineshop.com/

http://www.ponoko.com/

http://creativecommons.org/science

http://www.quirky.com/

http://www.jovoto.com/

http://www.eurekamed.com/

http://pharmalicensing.com/

http://ninesigma.com/

http://yet2.com/

http://www.innocentive.com/

http://millionbrains.com/WebForms/Shared/home.aspx?ReturnUrl=/default.aspx

http://www.communispace.com/

http://www.yourencore.com/

http://www.ideaconnection.com/

http://ibridgenetwork.org/



http://www.innoget.com/

http://www.presans.com/

http://www.colspark.com/

http://www.bigideagroup.net/

http://www.local-motors.com/

http://www.datastation.com/

http://www.onebillionminds.com/

https://www.atizo.com/

http://www.bzzagent.com/

http://www.zuberance.com/

http://www.vizu.com/index.htm

http://www.trada.com/

http://getsatisfaction.com/

http://www.crowdengineering.com/

http://www.leadvine.com/

http://cloudmr.com/

http://cloudmr.com/

http://www.chaordix.com/

http://www.clickiqinc.com/

http://www.crowdflower.com/

http://www.appswell.com/

http://www.serv.io/

http://www.blurgroup.com/

http://www.namethis.com/

http://www.namethis.com/

http://www.elance.com/

http://www.crowdspring.com/

http://www.guru.com/

http://bootb.com/en/

http://www.geniusrocket.com/

https://www.victorsandspoils.com/

http://www.logoworks.com/

http://www.logoworks.com/

http://www.99designs.com/

http://www.focus.com/

http://www.amazonservices.com/content/fulfillment-by-amazon.htm




http://fedex.com/us/customersupport/supplychain/faq/fs.html

http://fedex.com/us/customersupport/supplychain/faq/fs.html

http://liveops.com/

http://www.utest.com/

http://www.mob4hire.com/

http://www.42projects.org/index.html



http://www.feedbackarmy.com/

http://www.loop11.com/

http://www.usertesting.com/

http://www.edopter.com/

http://www.google.com/trends

http://googlesystem.blogspot.com/2009/03/more-google-search-insights.html

http://googlesystem.blogspot.com/2009/03/more-google-search-insights.html

http://www.trendhunter.com/

http://trendwatching.com/

http://springwise.com/

http://pewresearch.org/

http://pewresearch.org/

http://www.wefeelfine.org/

http://inklingmarkets.com/

http://www.intrade.com/

http://www.lumenogic.com/www/index.html

http://ushahidi.com/

http://www.changemakers.com/

http://kaggle.com/


Vision

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Define Business

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Define Product

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Develop Product – Design Challenge

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Test Product

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Deliver Product

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Sustain Product

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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

http://www.britishdesigninnovation.org/index.php?page=newsservice/view&news_id=5091

http://www.britishdesigninnovation.org/index.php?page=newsservice/view&news_id=5091

https://www.vocalpoint.com/login.aspx


…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

http://www.hyve-special.de/bmw/index1.php

http://www.burdastyle.com/

http://www.dellideastorm.com/

http://www.dellideastorm.com/

http://www.mycustomer.com/cgi-bin/item.cgi?id=133345

http://www.fiatmio.cc/en/

http://www.fluevog.com/files_2/os-1.html

http://www.fastcompany.com/magazine/59/mcewen.html

https://www.collaborationjam.com/



http://www.kraftfoods.com/innovatewithkraft/

http://mindstorms.lego.com/press/2057/Open Source Announcement.aspx

http://mindstorms.lego.com/press/2057/Open Source Announcement.aspx

http://factory.lego.com/

http://www.muji.net/award/

http://www.openinnovators.net/philips-crowdsourcing-sensing-platform/

http://www.peugeot-concours-design.com/

http://www.rb.biz/site/RBID/Templates/Home.aspx?pageid=1



https://www.openinnovationsaralee.com/Pages/Home.aspx





http://www.openinnovationsaralee.com/

http://mystarbucksidea.force.com/




http://www.ideas4unilever.com/

http://www.betavine.net/

http://www.betavine.net/


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


Questions?

8/29/2012

And, don’t forget to ask about how

Vision & Execution

can help your company implement NPD 2.0!


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

http://www.siliconvalley.um.dk/en/menu/Partners/AdvisoryBoard/



http://www.techcoire.com/about_leadership.html

http://www.pdma.org/

http://www.cleantechopen.com/app.cgi/content/home/index





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

How To Effectively Crowdsource Your Product Development ... · Business Define Product Develop...

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