fdin: quicker, better, cheaper npd is your npd funnel the right shape? claire nuttall, 1hq
TRANSCRIPT
FDIN: Quicker, Better, Cheaper NPD
Is your NPD funnel the right shape?
Claire Nuttall, 1HQ
Why we need it?
• Less loyal consumers
• Fewer competitive barriers
• Demand for the new and better
Defining the right briefDefining the right brief
“If I had an hour to solve a problem I'd spend 55
minutes thinking about the problem and 5 minutes
thinking about solutions.”
Albert Einstein
Asking the right questions…
Scoping the value equationScoping the value equation
What value are you creating?
NEEDNEED
WHOWHO VALUEVALUE
• Meeting an existing need better?
• Meeting a new need?NEEDNEED
What value are you creating?
NEEDNEED
WHOWHO• I know it is for me
• It understands me
• It makes me happy
What value are you creating?
NEEDNEED
WHOWHO VALUEVALUE
• measurable
• tangible
• indispensable
What value are you creating?
The value is subjective
• What they believe
• What they see as the benefits
Consumers simply want…
• To solve their problems
• New solutions
• Better results
• Feel happier
Speed is a Competitive WeaponSpeed is a Competitive Weapon
“The primary factor in a successful attack is
speed”Lord Louis Mountbatten
Why?
How Fast?How Fast?
What Value?What Value?
7 months to launch from 22 months
60% increase on your sales if first
Leading players innovation is 30% faster
than the average
Speed makes your brand stronger…
Right shaped funnel?Right shaped funnel?Right shaped funnel?Right shaped funnel?
2012
2013
2014
2015
Ideal
Real
Ideas / Platforms for Growth
Solutions for more effective, faster NPD for growthSolutions for more effective, faster NPD for growthSolutions for more effective, faster NPD for growthSolutions for more effective, faster NPD for growth
Start out right…Start out right…Start out right…Start out right…
Real life exploration / experimentationReal life exploration / experimentation Real life exploration / experimentationReal life exploration / experimentation
Convenience Taste
Health Value
Don’t forget the close-in winsDon’t forget the close-in wins
Maximise value through to launchMaximise value through to launch
Ruthless Self ChallengeRuthless Self Challenge
JFDI…JFDI…
Thank you!
For more information, please contact:
Claire Nuttall, Senior Partner 1HQ
[email protected]: 07721 784301