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Verhaert Innovation Day - Product roadshows in an early development stage: Pros & Cons
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1 Product roadshows in an early development stage: Pros & Cons Theme 2: Risk Management in Innovation
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Talk given at Verhaert Innovation Day 2013, 18th October 2013, in Kruibeke, Belgium. Abstract: Generally, clients want to see finished products that suit their application perfectly. However, the product developer is sometimes forced to perform road shows in an early development stage. In this presentation, the opportunities and drawbacks of product demonstrations in an early design stage are discussed, based upon our experience in the development of a high-tech and challenging device for the aviation industry.
Transcript of Verhaert Innovation Day - Product roadshows in an early development stage: Pros & Cons
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Product roadshows in an early development stage:
Pros & Cons
Theme 2: Risk Management in Innovation
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Jef Aernouts
2012 – now Consultant Applied Physics and Systems, Verhaert 2007 – 2012 PhD in Physics, University of Antwerp2003 – 2007 Master in Physics, University of Antwerp
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Content
1. The title
2. Based upon a true story…
3. What makes a good demonstration?
4. Early stage demonstrations: discussion
5. Conclusions
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Pros & Cons
Product roadshows in an early development stage
Source: merriam-webster.com/dictionary
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Pros & Cons
Product roadshows in an early development stage
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Concept generation
Lab-scale testing
Demon-strator
Detailed design
Proto-typing
…
Production
Pros & Cons
Product roadshows in an early development stage
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Pros & Cons
Product roadshows in an early development stage
Example: Chromascope (measure color and fluorescence in rough diamonds)
Concept generation
Lab-scale testing
Demon-strator
Detailed design
Proto-typing
…
Production
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CONFIDENTIAL
Based upon a true story…
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Who?
• Initiative• Contacts with relevant industry• “Commercial”
• Product development• Testing• “Technical”
+
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What?
Tool for measuring boreholes in aviation industry
Production Research
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What?
• HQMS: Hole Quality Measurement System• Revolutionary device:
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Where?
Roadshows to…
March 2013• Dallas (F-35)• Tampa (F-16)• Atlanta (C-130)
April 2013• Nantes•Toulouse
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Concept generation
Lab-scale testing
Demon-strator
Detailed design
Proto-typing
…
Production
When (in the development stage)?
Current position
Artist impression
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When (in the development stage)?
Breadboard:
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CONFIDENTIAL
What makes a good demonstration?
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What is a good demonstrator?
The cheapest solution to demonstrate the Front End of the product:
• Demonstrating the meaning• Demonstrating the usability• Demonstrating the desirability• Demonstrating the feasibility
Know your public, and focus accordingly!
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What is a good demonstrator? HQMS
The cheapest solution to demonstrate the Front End of the product:
• Demonstrating the meaning• Demonstrating the usability• Demonstrating the desirability• Demonstrating the feasibility
Know your public, and focus accordingly!
chief measurement systems, representatives measurement systems,production engineers,quality control engineers, purchasing
Demo time: 1.5 h60% commercial,40% technical
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What is a good demonstrator? HQMS
The cheapest solution to demonstrate the Front End of the product:
• Demonstrating the meaning• Demonstrating the usability• Demonstrating the desirability• Demonstrating the feasibility
Know your public, and focus accordingly!
chief measurement systems, representatives measurement systems,production engineers,quality control engineers, purchasing
Demo time: 1.5 h60% commercial,40% technical
Real-time demo
Company profile
All-in-one device
History & background
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From “one trick” towards engagement
• Creating a momentum• Build upon insights during the roadshow
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From “one trick” towards engagement HQMS
• Creating a momentum• Build upon insights during the roadshow
Experiences with HQMS:• Give handovers, brochures• Invited for a demo in-house (at Verhaert)• Samples sent for validation measurements• …
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A good demonstration
Business factors:
Budgets & timing
Technical risk factors: Demonstrated functionality
Human appreciation
factors:Usability &
looks
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Business factors:
Budgets & timing
Technical risk factors: Demonstrated functionality
Human appreciation
factors:Usability &
looks
A good demonstration HQMS
Next steps: various scenarios
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Business factors:
Budgets & timing
Technical risk factors: Demonstrated functionality
Human appreciation
factors:Usability &
looks
A good demonstration HQMS
Demonstrated on alu & carbon fiber
Next steps: various scenarios
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A good demonstration HQMS
Artist impressions
Screenshot functional demo
Demonstrated on alu & carbon fiber
Next steps: various scenarios
Business factors:
Budgets & timing
Technical risk factors: Demonstrated functionality
Human appreciation
factors:Usability &
looks
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It is not just a technical demonstration
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It is not just a technical demonstration
It is about creating interest and confidence
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CONFIDENTIAL
Early stage demonstrations: discussion
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Early stage demonstrations… are not new
High investment cost
e.g. real estate
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Early stage demonstrations… are not new
High investment cost
e.g. real estate Niche market
e.g. aviation industry
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Early stage demonstrations… are not new
High investment cost
e.g. real estate Niche market
e.g. aviation industry
Intensive R&D projects
e.g. introduction iPhone 1
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Early market feedback
• For niche markets• For highly investment intensive R&D projects
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Early market feedback
• For niche markets• For highly investment intensive R&D projects
• Turning around the learning curve
Feedback
Time
Lea
rnin
g cu
rve
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Early market feedback
• For niche markets• For highly investment intensive R&D projects
• Turning around the learning curve
Feedback
Time
Lea
rnin
g cu
rve
Feature management
Risk management
Budget management
1
2
3
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Feature management
User-centered design: customize product to specific needs user
Source: www.dcndx.com
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Feature management
User-centered design: customize product to specific needs user
Early stage feedback Reduce implementation cost
# Changes (conventional)# Changes with early feedbackCost per change
time
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Feature management HQMS
Learned from early stage demonstration with HQMS:
• Work on carbon fiber materials• Mounted on a robot ↔ handheld• Use a docking station for data-transfer• Be able to measure blind holes• Measure smaller diameters than initially thought• Head height measurement• No bushing can be used for positioning• Measure curvature of a hole• …
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Feature management HQMS
Learned from early stage demonstration with HQMS:
• Work on carbon fiber materials• Mounted on a robot ↔ handheld• Use a docking station for data-transfer• Be able to measure blind holes• Measure smaller diameters than initially thought• Head height measurement• No bushing can be used for positioning• Measure curvature of a hole• …
For production: some features removed rather than added.
“Avoid building a Rolls Royce when a Peugeot is needed”
• Should just have a go/no-go LED• Some diameters never measured• …
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Risk management
Early detection of risks allows measures at lower costs and with less impact on schedule
“Fail fast, fail cheap”
Source: INCOSE Systems Engineering Handbook
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Risk management HQMS
Learned from early stage demonstration with HQMS:
• Rough handling in production: dust, dropped…• Blind holes: probe tip damage• Device cannot make use of Wi-Fi• Specific materials: no reflection• …
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Budget management
Early stage roadshows allow…
not to spend more money than needed.
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Budget management
Early stage roadshows allow…
not to spend more money than needed.
to amortize development cost on production.
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Budget management
Early stage roadshows allow…
not to spend more money than needed.
to have early go/no-go decisions.
to amortize development cost on production.
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Budget management
Early stage roadshows allow…
not to spend more money than needed.
to have early go/no-go decisions.
to amortize development cost on production.
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potential co-investmentof lead user.
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Budget management HQMS
Early stage roadshows allow…
not to spend more money than needed.
Low-budget demonstrator~ 20 hours
Low-budget user interface~ 40 hours
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CONFIDENTIAL
Conclusions
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Pros & Cons
Product roadshows in an early development stage
• IP position• Readiness (cf. iPhone 1)• Unfinished product• Lead users can lead to
over-specification• …
• Early market validation• Create engagement• Turn around the learning
curve• Detect desired features
early• Detect risks early• Reduce costs• …
+ -
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Pros & Cons
Product roadshows in an early development stage
•Know your audience•Consider the pros and cons•Manage expectations•Have a clear business proposition•Make sure you control the demo infrastructure (network, beamer …)•Be sure the demonstrator works
Turn early stage demonstration into a positive experience!
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Risk based development methods
Cut• Development
phases• Functional
subsystems
Tangible• Visualize• Simulate• Test• Review• Roadshow
Risk focus• Criticalities• Added value• 360°
Early• Rapid
prototyping• First time right
Options• Backup• Buffer• Requirements
vs. design
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