co-creation candidates: when to let the crowds in?

To Co-create or Not?

G Sankaranarayanansankar@younomy.com

Crowd Sourcing

• Value Creation• New Concepts• No Specifications• No Components

Co-creation

• Value Addition• Existing Concepts• Configuration• Components

Example: Godrej’s ChotuKool Example: Godrej’s Interio

Project Type Project Type

Crowd Sourcing Co-Creation

Product Configurator

New Product Development

Market r

esearch

Prototyping & Testing

Conce

ptua

lizin

g

Feasibility study Pre-ProductionCustomization

PackagingMarketing

Production

Post-Production

Product Development Cycle

Co-creation in Product Development Cycle

PreProduction

PostProductionProduction

Product

a a a

ar r

Rally

Fig

hter

DB9

1M

Co-creation Candidate

• Critical mass for collaboration• IP risks• Business risks• Appeal for participants/collaborators

Identify projects that are suitable for co-creation

Few Factors to Consider:

Only Classic is a Co-creation Candidate

T-Shirt, a classic product

Shirt, a classic product

Action ItemUnderstand the influencing factors that are in or not

in favour of co-creation.

G Sankaranarayanansankar@younomy.com