Innovation day 2013 2.2 jef aernouts (verhaert) - product roadshows in an early development stage

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Product roadshows in an early development stage:

Pros & Cons

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Jef Aernouts

2012 – now Consultant Applied

Physics and Systems, Verhaert

2007 – 2012 PhD in Physics, University of Antwerp

2003 – 2007 Master in Physics, University of Antwerp

jef.aernouts@verhaert.com

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Content

1. The title

2. Based upon a true story…

3. What makes a good demonstration?

4. Early stage demonstrations: discussion

5. Conclusions

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Product roadshows in an early development stage

Source: merriam-webster.com/dictionary

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Product roadshows in an early development stage

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Concept generation

Lab-scale testing

Demon-strator

Detailed design

Proto-typing

…

Production

Product roadshows in an early development stage

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Product roadshows in an early development stage

Example: Chromascope (measure color and fluorescence in rough diamonds)

Concept generation

Lab-scale testing

Demon-strator

Detailed design

Proto-typing

…

Production

8

CONFIDENTIAL

Based upon a true story…

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Who?

• Initiative

• Contacts with relevant industry

• “Commercial”

• Product development

• Testing

• “Technical”

+

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What?

Tool for measuring boreholes in aviation industry

Production Research

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What?

• HQMS: Hole Quality Measurement System

• Revolutionary device:

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Where?

Roadshows to…

March 2013

• Dallas (F-35)

• Tampa (F-16)

• Atlanta (C-130)

April 2013

• Nantes

•Toulouse

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Concept generation

Lab-scale testing

Demon-strator

Detailed design

Proto-typing

…

Production

When (in the development stage)?

Current position

Artist impression

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When (in the development stage)?

Breadboard:

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CONFIDENTIAL

What makes a good demonstration?

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What is a good demonstrator?

The cheapest solution to demonstrate the Front End of the product:

• Demonstrating the meaning

• Demonstrating the usability

• Demonstrating the desirability

• Demonstrating the feasibility

Know your public, and focus accordingly!

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What is a good demonstrator? HQMS

The cheapest solution to demonstrate the Front End of the product:

• Demonstrating the meaning

• Demonstrating the usability

• Demonstrating the desirability

• Demonstrating the feasibility

Know your public, and focus accordingly!

chief measurement systems,

representatives measurement systems,

production engineers,

quality control engineers,

purchasing

Demo time: 1.5 h

60% commercial,

40% technical

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What is a good demonstrator? HQMS

The cheapest solution to demonstrate the Front End of the product:

• Demonstrating the meaning

• Demonstrating the usability

• Demonstrating the desirability

• Demonstrating the feasibility

Know your public, and focus accordingly!

chief measurement systems,

representatives measurement systems,

production engineers,

quality control engineers,

purchasing

Demo time: 1.5 h

60% commercial,

40% technical

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From “one trick” towards engagement

• Creating a momentum

• Build upon insights during the roadshow

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From “one trick” towards engagement HQMS

• Creating a momentum

• Build upon insights during the roadshow

Experiences with HQMS:

• Give handovers, brochures

• Invited for a demo in-house (at Verhaert)

• Samples sent for validation measurements

• …

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A good demonstration

Business

factors:

Budgets &

timing

Technical

risk factors:

Demonstrated

functionality

Human

appreciation

factors:

Usability &

looks

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Business

factors:

Budgets &

timing

Technical

risk factors:

Demonstrated

functionality

Human

appreciation

factors:

Usability &

looks

A good demonstration HQMS

23

Business

factors:

Budgets &

timing

Technical

risk factors:

Demonstrated

functionality

Human

appreciation

factors:

Usability &

looks

A good demonstration HQMS

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A good demonstration HQMS

Business

factors:

Budgets &

timing

Technical

risk factors:

Demonstrated

functionality

Human

appreciation

factors:

Usability &

looks

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It is not just a technical demonstration

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It is not just a technical demonstration

It is about creating interest and confidence

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CONFIDENTIAL

Early stage demonstrations: discussion

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Early stage demonstrations… are not new

High investment cost

e.g. real estate

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Early stage demonstrations… are not new

High investment cost

e.g. real estate

Niche market

e.g. aviation industry

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Early stage demonstrations… are not new

High investment cost

e.g. real estate

Niche market

e.g. aviation industry

Intensive R&D projects

e.g. introduction iPhone 1

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Early market feedback

• For niche markets

• For highly investment intensive R&D projects

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Early market feedback

• For niche markets

• For highly investment intensive R&D projects

• Turning around the learning curve

Feedback

Time

Le

arn

ing

cu

rve

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Early market feedback

• For niche markets

• For highly investment intensive R&D projects

• Turning around the learning curve

Feedback

Time

Le

arn

ing

cu

rve

Feature management

Risk management

Budget management

1

2

3

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Feature management

User-centered design: customize product to specific needs user

Source: www.dcndx.com

1

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Feature management

User-centered design: customize product to specific needs user

Early stage feedback Reduce implementation cost

# Changes (conventional)

# Changes with early feedback

Cost per change

time

1

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Feature management HQMS

Learned from early stage demonstration with HQMS:

• Work on carbon fiber materials

• Mounted on a robot ↔ handheld

• Use a docking station for data-transfer

• Be able to measure blind holes

• Measure smaller diameters than initially thought

• Head height measurement

• No bushing can be used for positioning

• Measure curvature of a hole

• …

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Feature management HQMS

Learned from early stage demonstration with HQMS:

• Work on carbon fiber materials

• Mounted on a robot ↔ handheld

• Use a docking station for data-transfer

• Be able to measure blind holes

• Measure smaller diameters than initially thought

• Head height measurement

• No bushing can be used for positioning

• Measure curvature of a hole

• …

For production: some features removed rather than added.

“Avoid building a Rolls Royce when a Peugeot is needed”

• Should just have a go/no-go LED

• Some diameters never measured

• …

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Risk management

Early detection of risks allows measures at lower costs and with less impact on schedule

“Fail fast, fail cheap”

Source: INCOSE Systems Engineering Handbook

2

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Risk management HQMS

Learned from early stage demonstration with HQMS:

• Rough handling in production: dust, dropped…

• Blind holes: probe tip damage

• Device cannot make use of Wi-Fi

• Specific materials: no reflection

• …

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Budget management

Early stage roadshows allow…

not to spend more money

than needed.

3

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Budget management

Early stage roadshows allow…

not to spend more money

than needed.

to amortize development cost on

production.

3

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Budget management

Early stage roadshows allow…

not to spend more money

than needed.

to have early go/no-go decisions.

to amortize development cost on

production.

3

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Budget management

Early stage roadshows allow…

not to spend more money

than needed.

to have early go/no-go decisions.

to amortize development cost on

production.

3

potential co-investment

of lead user.

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Budget management HQMS

Early stage roadshows allow…

not to spend more money

than needed.

Low-budget demonstrator

~ 20 hours

Low-budget user interface

~ 40 hours

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CONFIDENTIAL

Conclusions

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Product roadshows in an early development stage

• IP position

• Readiness (cf. iPhone 1)

• Unfinished product

• Lead users can lead to

over-specification

• …

• Early market validation

• Create engagement

• Turn around the learning

curve

• Detect desired features

early

• Detect risks early

• Reduce costs

• …

+ -

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Product roadshows in an early development stage

•Know your audience

•Consider the pros and cons

•Manage expectations

•Have a clear business proposition

•Make sure you control the demo infrastructure (network, beamer …)

•Be sure the demonstrator works

Turn early stage demonstration into a positive experience!

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Risk based development methods

Cut

• Development phases

• Functional subsystems

Tangible

• Visualize

• Simulate

• Test

• Review

• Roadshow

Risk focus

• Criticalities

• Added value

• 360°

Early

• Rapid prototyping

• First time right

Options

• Backup

• Buffer

• Requirements vs. design

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