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entrepreneurship & innovation

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Industry turbulence

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your company’s innovation history

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I11(r*$v(idea development

What’s Possible

What’s Needed

1. Clarify 2. Assess 3. Collect 4. Connect 5. Build

I11(r*$v( I&(' D(v(%!+1()"5 Steps

1. C%'r$f0 the need

Essentially, about defining the problem well and at the right level

– Not a common skill, but critical for innovation

– Hard to learn; will become easier over time

Need AREA – broad bucket of needs

Need STATEMENT – more specific articulation of the need -- is more actionable

– But, not too specific!

NOT a perfect science

Important so that we can create actionable solutions/business models that can address a need

Need Areas

What’s wrong with this as a need area?

- Too broad, general

What are some need STATEMENTS that could emerge from this need area?

- Healthier after school snack options

- Healthier, easy to fix dinners that taste great

- Ways to help kids learn about healthy eating

NOT:

- A healthier Peanut Butter & Jelly sandwich

- A computer program that teaches kids how to eat healthier by using a video game approach

Need Area: I need ways to help my kids

to eat healthier.

Choose 2 to 4 & think through:

Fit - mission, vision, equity

Feasibility - resources, know-how

Attractiveness - financial, impact

ChoosingNeed Statements

2. A**(** the need

Break need statement down into questions

Match tools to questions

Add new questions and tools as learning emerges

Look for themes and patterns

Capture learning AND implications

Needs Assessment

Healthy after school snacks

what new ingredients

are available?

what are competitors

doings?

what has been tried?

what do kids do after school?

what are kidseating today?

- Ask parents - Ask kids

- Web searches

- Hangout - observe socialmedia accounts

- trend interviews - observe thought

- Visit healthy food store

- Store visits- web searches on

home pages food manufacturers

- interview R&D leader

- search coarchives for

past research

Existing knowledge of the team

Observation:

“Birdwatching”

In-Context Interviews

Product/Service Tour

Publicly Available Information

Blogs, Articles

Books

Data, Reports

Social Media (mine existing or query)

Competitive Analysis

Primary Research

Ethnography

Surveys

Tools to Assess Needs

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Consider:

- Demographic and behavior of the target.

- How much do you already know and where did your learning come from?

- Ensure a mix of tools (experiential, quantitative, qualitative)

Which Tools to Use?

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Observation often a precursor or supplement to primary research

Start with what you already know.

Don’t over-learn.

Use what’s available.

Be curious.

Go broad.

Be “always on.”

Let learning emerge.

Start simple and literal.

Match the right tool(s) to each question.

Use your intuition.

Needs Assessment Princi+les

3. C!%%(," analogs

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5. B#$%& Holistic ideas

Title/headline

conceptual prototype template

2 to 3 sentences to bring the idea to life...

Who is the target (primary & secondary)?

key players (internal) key players (external)

logic for How idea reaches financial goals Products/Services leveraged

distribution channels Pricing model

supply chain implications/ideas

organizational model implications

1. Clarify 2. Assess 3. Collect 4. Connect 5. Build

I11(r*$v( I&(' D(v(%!+1()"5 Steps