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Technology Roadmapping - Lecture 11 Technology Roadmapping – Lecture 1 Strategic Areas of Focus © 2009 – Mark Polczynski.

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Presentation on theme: "Technology Roadmapping - Lecture 11 Technology Roadmapping – Lecture 1 Strategic Areas of Focus © 2009 – Mark Polczynski."— Presentation transcript:

1 Technology Roadmapping - Lecture 11 Technology Roadmapping – Lecture 1 Strategic Areas of Focus © 2009 – Mark Polczynski

2 Technology Roadmapping - Lecture 12 Technology roadmaps are quite useful for tying together all the elements of strategic technology planning… Scenario Planning Intellectual Property Generation Technology Roadmapping Voice of the Customer New Concept Ideation

3 Technology Roadmapping - Lecture 13 Here, we illustrate a two-step roadmapping process… Step 1: Strategic Areas of Focus Roadmap Step 2: Technology Roadmap

4 Technology Roadmapping - Lecture 14 Example: Acme Trap Company Market Segmentation Acme Trap Company makes two kinds of animal traps (two fields of use): Small animal traps (rats, mice), Large animal traps (squirrels, foxes). These traps operate in two general ways (two applications): Kill traps Live traps

5 Technology Roadmapping - Lecture 15 Example: Acme Trap Company Market Segmentation Acme Trap Co. Large Animal Small Animal Kill TrapsFur huntersHouseholds, food industry Live trapsZoos, naturalists No channels to market Here’s Acme’s business  Acme views this as their: Strategic Areas of Focus These are the areas that Acme feels that it can significantly increase sales and profits.

6 Technology Roadmapping - Lecture 16 Technology Roadmapping Scope There are a number of ways to identify strategic areas of focus. However you do it, the point is to identify profitable growth areas. Why? Because technology roadmapping takes plenty of effort and time (and therefore money). There’s no sense in wasting your money on areas that can’t generate significant profits. Do not create roadmaps for things that are outside of your strategic areas of focus! Before doing our technology roadmap, we will do a strategic area of focus (SAF) roadmap

7 Technology Roadmapping - Lecture 17 Step 1: Strategic Areas of Focus Roadmap - Example Etc… Break your SAF roadmap into sections showing major growth areas. Acme Trap Co. Large Animal Small Animal Kill TrapsFur huntersHouseholds, food industry Live trapsZoos, naturalists No channels to market

8 Technology Roadmapping - Lecture 18 Etc… Sales/profit growth for each strategic area of focus Acme Trap Co. Large Animal Small Animal Kill TrapsFur huntersHouseholds, food industry Live trapsZoos, naturalists No channels to market

9 Technology Roadmapping - Lecture 19 Step 2: Add requirements from QFD Directly from HOWs on QFD Matrix

10 Technology Roadmapping - Lecture 110 QFD for Small Kill Traps: These go directly to SAF portion of Technology Roadmap QFD for Small Animal Kill Traps

11 Technology Roadmapping - Lecture 111 Step 3: Add performance targets from QFD Add targets from QFD

12 Technology Roadmapping - Lecture 112 QFD for Small Kill Traps: These go to SAF portion of Technology Roadmap QFD for Small Animal Kill Traps

13 Technology Roadmapping - Lecture 113 Step 3: Add time scales Duration impacted by QFD Technical Difficulty Sales/marketing add time scales

14 Technology Roadmapping - Lecture 114 QFD for Small Kill Traps: QFD for Small Animal Kill Traps Technical difficulty impacts time scales Technology roadmap is where you add time scale to these QFD elements.

15 Technology Roadmapping - Lecture 115 Strategic Areas of Focus Roadmap OK, what’s next?

16 Technology Roadmapping - Lecture 116 Scenario Planning Intellectual Property Generation Technology Roadmapping Voice of the Customer New Concept Ideation SAF roadmap directly linked to QFD SAF roadmap directly linked to QFD Links?

17 Technology Roadmapping - Lecture 117 End dates and target values can be impacted by ideation

18 Technology Roadmapping - Lecture 118 High-Level View of Ideation Process 1. Planning 2. Preparation 3. Ideation Event 4. Post-Processing Stage Gate Processes Project Proposals From SAF Roadmap: Need to reduce time to achieve MTBF target

19 Technology Roadmapping - Lecture 119 Drives IP generation strategy: Are we developing IP in these areas?!

20 Technology Roadmapping - Lecture 120 According to QFD, this is what we need to do… So how will we do this?! But engineering says we can not do this today… Time to switch to technology roadmapping OK, what next?

21 Technology Roadmapping - Lecture 121 Here, we use a two-step process… Step 1: Strategic Areas of Focus Roadmap Step 2: Technology Roadmap

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