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Also for next week: “play the piano”
Redefine Category “Never seen before” offering With new value proposition in existing category Offering New Improvement Incremental to current market in existing category Sales Channel Distribution Retailers Partners Business Model Revenue model Pricing model Product Offering Products Components Product Suite Collection of products & servcs that provide complete solution Marketing Branding Messaging Campaigns Web sites Catalogs Customer Interaction Cust Service Community (online or not) Events Core Capability Manuf Supply Chn Procurement Enabling Processes Legal/IP Research Product Developmt
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The innovation piano exercise
Choose a product that has been successful in its market(s) Choose a product that’s as similar as possible to the one you’re developing Choose a product that’s been successful for at least two product cycles Complete the matrix as fully as possible What complementary innovations did the company or its partners offer? What new products, services, business models, pricing plans, etc. accompanied the product? Who offered them? Where does each belong on the matrix? What type of innovation is it and how revolutionary is it? Place each on the matrix Feel free to customize the matrix if you wish – use different categories if the ones provided don’t fit What effect did the complementary innovations have on the success of the product? Which complementary innovations (if any) helped make the product a success? How did they help?
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Example: Innovation matrix for the Apple iPod
iTunes Pay-per- song Fairplay DRM Redefine Category “Never seen before” offering Accessory Partnerships Outsourced iPod devel. Apple Store With new value proposition in existing category Offering New Training Exclusive contract for new Toshiba hard drive iPod “Silhouette” ad campaign Improvement Incremental to current market in existing category “Genius” support Sales Channel Distribution Retailers Partners Business Model Revenue model Pricing model Product Offering Products Components Product Suite Collection of products & servcs that provide complete solution Marketing Branding Messaging Campaigns Web sites Catalogs Customer Interaction Cust Service Community (online or not) Events Core Capability Manuf Supply Chn Procurement Enabling Processes Legal/IP Research Product Developmt
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