NewProd01

METHODOLOGY Trusted Advisor Unmeet Need Recognition -- Utility Profiles -- Clustering Needs/attribute conflicts -- Internal Validity Virtual Engineer Design Pallet Market Potential of Design NewProd01

UNMET NEED IF UTILITY (U*) DROPS AFTER QUESTION – NOT FILLING A NEED UTILITY PROFILE HAS DROP DROP TRIGGERS VIRTUAL ENGINEER DIALOG FOR DESIGN QUALITATIVE INPUT NewProd01

IMPLICATIONS BETTER DESIGN AND TESTING OF PRODUCTS BY FIRMS WITH THE INTERNET –Information Acceleration –Listen In Feedback INTERNET STARTUPS SHOULD USE DEVELOPMENT PROCESS WITH TIME TRADEOFF NewProd01

Hi, I'm Ray, Truck Town's design engineer. Irene tells me that she can't find a truck that fits your needs. You have specified requirements that cannot be met by the currently available trucks. NewProd01

For example, you said that you want the smallest available truck, yet you wanted a truck that can haul. In general, larger trucks are better at towing than smaller trucks. With some further information from you, you can help us design better trucks for the future. Thanks for your help! NewProd01

What do you plan on towing? Big trailer Small trailer Boat Jetski Camper Other (approx. weight) lbs. Don’t know NewProd01

What do you plan to haul? Bikes Surf board ConstructionMotor cycle materials Generators Garden supply Hay Grocery Other (approx. weight) lbs. (approx. size) cubic feet Don’t know NewProd01

Why do you want a 8 (10) cylinder engine? Faster acceleration Others done with selecting Higher hauling/towing capacity Don’t know Faster to move uphill Easy merge on freeway Quiet Durable NewProd01

Please supply us with any further comments on a truck that meet your needs. I am done NewProd01

Thank you for your time! The recommendations our advisor has made for you are in the show room. You can also try our design pallet where you can create your own truck! Go to design palette Go to the show room Main mapBack NewProd01

POTENTIAL (TOTAL PICKUP TRUCK MARKET IS ABOUT $5 BILLION) NAME OF PROFILE SIZE (SHARE OF CUSTOMERS) OUR SHARE NOW (PROFILE) OUR NEW SHARE (PROFILE) TOTAL SHARE GAIN (PICKUPS) SMALL TOW & PLOW 10%20%30%1%* 4 DOORS, SHORT BED, WILL PAY 5%2537.5%.6%** *1% X 25 BILLION = $250 MILLION POTENTIAL **.6 X 25 BILLION = $150 MILLION

Starting: bed length=5 feet, cab = 2 doors

Adjusted to bed length=7 feet

Changed cab size to 4 Doors (bed length is still 7 feet)

Changed bed length to 5 feet (cab size is still 4 doors)

Estimate concept vehicle utility: Case 3: Mid-Size, Stylish, Hauling

Conditional Correlation matrix: Listening In – Case 3: Mid-Size, Stylish, Hauling Attribute Conflicts: Biggest Available [2] vs. (Fullsize & Hauling) Bed Length Short vs. (Fullsize & Hauling) Big_Quiet_Comfortable [4] vs. (Biggest Available [2] & Bed Length Short)

Listening In – Case 3: Mid-Size, Stylish, Hauling Virtual Engineer Dialogs: Biggest Available [2] vs. (Fullsize & Hauling) Relative Degree: You said that you would prefer a truck that is not the biggest available. However, these trucks do not receive the highest ratings for Hauling and Fullsize. Which of the following combinations is closest to what you are thinking about? Small for a Fullsize truck, Good Hauling Small for a Fullsize truck, Great Hauling Mid-Size for a Fullsize truck, Good Hauling(SELECT) Mid-Size for a Fullsize truck, Great Hauling Bed Length Short vs. (Fullsize & Hauling) Relative Degree: You said that you would prefer a truck with a Short Bed. However, these trucks do not receive the highest ratings for Hauling and Fullsize. How short of a bed were you thinking about? Long bed – 8 feet Mid-Size bed – 6 feet Short bed – 4 feet(SELECT)

Listening In – Case 3: Mid-Size, Stylish, Hauling Translate Dialog Responses to Engineering Requirements: Biggest Available [2] vs. (Fullsize & Hauling) Mid-Size for a Fullsize truck, Good Hauling(SELECT) Reduce Wheelbase relative to Fullsize Mid-Level Horsepower Mid-Level Payload Bed Length Short vs. (Fullsize & Hauling) Short bed – 4 feet(SELECT) Bed Length = 4 feet Generate Concept Vehicle: Based off of [Highest Utility] TruckFord F150 Extended

Listening In – Case 3: Mid-Size, Stylish, Hauling Estimate Concept Utility:

Listening In – Case 3: Mid-Size, Stylish, Hauling Listening In Concept in Action! Looking for picture of the Explorer SportTrac

Why do you need a small truck? Low price Limited parking space Easy for parking maneuver Fuel economy Style Other NewProd01