Open Innovation and Co-Creation

Open innovation and co-creation with your fan base

Items

•Open innovation

•Case 1 : Using existing databases

•Case 2 : Senseo co-creation

•Case 3 : Pickwick co creation with Hyves

•Case 4 : Pickwick and redesignme

•Case 5 : Food service machines with Design Academy

•Learning's

‘Closed’ vs ‘Open’ Innovation

Powerful, proud organisation (‘all smart people work for us’)

Focus on control

Leadership to focus on R&D ROI

NIH syndrome prevalent

We create the best (and most) ideas in the industry

IP viewed as a powerful defensive tool

Conventional organisation structure

Highly confidential

Poor measurement system for potential of innovative ideas

‘Pet’ projects kept alive for a long time

External connections are seen as ‘outsourcing R&D’

Only conventional business models are to be considered

In-licensing is a ‘last resort’

Externally facing organisation with strong internal resources for ‘innovationrealisation’

Focus on learning

External ‘connectedness’ is in the DNA of all people

R&D scorecard has ‘external connection’ as key score (incl. reward system)

Internally well connected organisation – external (and internal) ideas flowwell throughout the organisation

Well defined technology needs

IP viewed as ‘innovation currency’

Innovation and business potential measurement processes to assess newideas (‘weed & feed’ culture)

Confidential ‘openess’

Recognised presence at conference / exhibition / trade show arena

Open to JV, VC, angel investors, non-product opportunities (services,insurance), etc.

Bespoke individuals are appointed to lead external connection developmentwith appropriate funding

Ability to quickly fill science, technology, facility and capability gaps

Highly dynamic in- and outlicensing activities

‘Closed’ vs ‘Open’ Innovation

What we want to know from to the outsideworld ?

•We want to connect to peoplehaving technical solutions forneeds we have– Needs are based on problems

defined in technology roadmaps– Roadmaps are owned by the total

innovation community (not onlyR&D)

•We want to connect to anybody who can suggest newideas for our brands– Suggestions on problems from the

marketing directors of therespective brands

Items

•Open innovation

•Case 1 : Using existing databases

•Case 2 : Senseo co-creation

•Case 3 : Pickwick co creation with Hyves

•Case 4 : Pickwick and redesignme

•Case 5 : Food service machines with Design Academy

•Learning's

Our brands are very suitable to connect:

Case 1: Douwe Egberts 55+ consumers

• 55+ consumers drink less coffee

• Although it is related to healthclaims clear insights are lacking

• Invitation e-mail send to 3500055+ people form the DE database

• 1000 people have logged on toparticipate

• 500 people have registered theircoffee drinking habits on the firstfew days

Case 1: Outline of the day….

Friday Sept 25th 2009 10-14 h business center

•Two groups: factory visit and brainstorm activity in parallel

•Presentation of created ideas to each other

•Lots of coffee, cake, lunch.......Nice goodie bag

Items

•Open innovation

•Case 1 : Using existing databases

•Case 2 : Senseo co-creation

•Case 3 : Pickwick co creation with Hyves

•Case 4 : Pickwick and redesignme

•Case 5 : Food service machines with Design Academy

•Learning's

Case 2 : Senseo & Libelle process

DEC

• Co-creation day

FEBR

• Panel explores flavours

MRT/APR

• Panel participates in workshop and is askedfeedback on packaging

Libelle

Summer week

• Selection of winning concept

Case 3 : Call for action in Libelle

Case 2: The cast

• 22 women

– Libelle Senseo panel

• 4 DE marketers

• 4 teams

• Visualiser

• Two facilitators

• One problem owner

Case 2: The product

Items

•Open innovation

•Case 1 : Using existing databases

•Case 2 : Senseo co-creation

•Case 3 : Pickwick co creation with Hyves

•Case 4 : Pickwick and redesignme

•Case 5 : Food service machines with Design Academy

•Learning's

Case 3 : Pickwick & Hyves

•Joint co-creation with Hyves and Pickwick(40000 Pickwick brand lovers)– Dedicated panel

– Hyves page for the co-creation process

•Launch of Dutch tea blend

Items

•Open innovation

•Case 1 : Using existing databases

•Case 2 : Senseo co-creation

•Case 3 : Pickwick co creation with Hyves

•Case 4 : Pickwick and redesignme

•Case 5 : Food service machines with Design Academy

•Learning's

Case 4: Pickwick on RedesignMe

Case 4: Pickwick on RedesignMe

Items

•Open innovation

•Case 1 : Using existing databases

•Case 2 : Senseo co-creation

•Case 3 : Pickwick co creation with Hyves

•Case 4 : Pickwick and redesignme

•Case 5 : Food service machines with Design Academy

•Learning's

Items

•Open innovation

•Case 1 : Using existing databases

•Case 2 : Senseo co-creation

•Case 3 : Pickwick co creation with Hyves

•Case 4 : Pickwick and redesignme

•Case 5 : Food service machines with Design Academy

•Learning's

Learning's

•Use of existing communities works

•Different communities give differentperspectives

– Consumers reflect

– Designers look into the future

•Connecting is fun and energizing

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