WK | Spring 2010
Company Overview Drivers of Innovation Risk New Product & Service Development Funnel Take-Aways
Software Development Company 4 Core Products (Software Toolkits – SDKs)
OCR, ICR, IWR Recognition Technology Intelligent Document Classification Artificial Intelligence-Based …And Associated Services
Sell through Channel - Integrators/Resellers Market to Channel and End Users
Mission Statement◦ A2iA develops and licenses proprietary, best of breed data recognition,
classification and extraction technologies, which significantly improve business processes that handle large amounts of scanned documents containing handprint, machine print and cursive text.
Vision Statement◦ A2iA's vision is to be the leading, global supplier of comprehensive and
intelligent document data capture technologies, enabling customers to maximize and leverage information.
| COMPANY INFORMATION
Brand Values◦ Visionary:
A2iA listens to the needs of its customers, developing tools that are pro-active in the market place.
◦ Unique: A2iA’s technology is one-of-a-kind. There is no other organization today offering technology with the same features and functionality.
◦ Valuable: A2iA’s tools help organizations reduce their operating costs and process data faster, making A2iA a valuable piece of the company’s post-processing software.
| COMPANY INFORMATION
“The average ROI for successful new products is 96.9 percent.”
Robert G. CooperWinning at New Products
Be the customer Spend more time in the future Connect the dots Mimic nature Be a child Change your workspace Reverse engineer Storyboard ideas Invite radical thoughts
Mind mapping Wordsmithing Cross pollinate Look inside out, outside in, above & below Take fieldtrips Be a contrarian Take an international perspective Ask “why not”
“The management of new products [and services]is the management of risk…Total risk
avoidance in new product development is impossible, unless
a company decides to avoid all innovation – and face a slow death.”
Robert CooperWinning at New Products
Activity1: Ideation
Activity 2: Elimination
Activity 3: Development
Ideation Screen
Surface Evaluation Screen
Detailed Evaluation Screen
CF
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Sub NPSD Funnels
Mission/Vision/ValuesBusiness Unit StrategyOrganizational Strategy
DesiredOutcome
Ideation IdeationScreen
SurfaceEvaluation
SurfaceEvaluation
Screen
DetailedEvaluation
DetailedEvaluation
Screen
CrossFunctional
Development(CFD)
CFDGate
Testing TestingGate
Deployment DeploymentGate
LaunchPost
LaunchReview
PLRGate
Idea bank Innovation triggers
Trigger: Don’t think about the customer, be the customer
Trigger: Storyboard ideas Idea bank: All departments
Ideation
Filter ideas with broad criteria Distribution Risk-Return
Requirements from CEO
IdeationScreen
Exposure in US & Canada Visible to software integrators
within the healthcare market Final product in English and
French
Gatekeepers: Sales Manager; IT Manager
Ideation IdeationScreen
SurfaceEvaluation
SurfaceEvaluation
Screen
DetailedEvaluation
DetailedEvaluation
Screen
CrossFunctional
Development(CFD)
CFDGate
Testing TestingGate
Deployment DeploymentGate
LaunchPost
LaunchReview
PLRGate
| Activity 2: Elimination
Explode ideas / spin-offs Expert/vendor advice Desk research
Seek advice from ad partners and industry analysts
Online research: “free” research Competitive strategies &
programs
SurfaceEvaluation
Strategic fit Brand loyalty/image Design Legal compliance
Fits with brand image Cost under $10K Visible to C-level contacts
SurfaceEvaluation
Screen
Gatekeepers: Sales Manager; IT Manager
Ideation IdeationScreen
SurfaceEvaluation
SurfaceEvaluation
Screen
DetailedEvaluation
DetailedEvaluation
Screen
CrossFunctional
Development(CFD)
CFDGate
Testing TestingGate
Deployment DeploymentGate
LaunchPost
LaunchReview
PLRGate
| Activity 2: Elimination
Research with target market
Competitive analysis Program benefits
Talk to end users/customers at tradeshows, seminars, etc.
Benefits gained by respondingDetailed
Evaluation
ROI Program specifics Producible in-house
Ability to spin online campaign into print if necessary
Shelf-life of at least 6 months Does not require outsourcing
DetailedEvaluation
Screen
Gatekeepers: Sales Manager; IT Manager
Ideation IdeationScreen
SurfaceEvaluation
SurfaceEvaluation
Screen
DetailedEvaluation
DetailedEvaluation
Screen
CrossFunctional
Development(CFD)
CFDGate
Testing TestingGate
Deployment DeploymentGate
LaunchPost
LaunchReview
PLRGate
| Activity 3: Development
CrossFunctional
Development
CrossFunctional
DevelopmentGate
Expand scope Decision to spend $$ Initiate activity Cross-functional
teams in parallel funnels
Determine specs for program Draw story boards Create graphics/HTML Secure vendor contract Inform administration and
accounting of discounts and potential responses
Concept easily understandable Relates to needs of HC market Duplicatable for other product
marketing programs
Budget / financials Simplicity of design Market appeal
Gatekeepers: Sales Manager; IT Manager
Focus groups Internal and external Meets objectives
Test the tests Comprehension Ease of response Address pain-points
Ideation IdeationScreen
SurfaceEvaluation
SurfaceEvaluation
Screen
DetailedEvaluation
DetailedEvaluation
Screen
CrossFunctional
Development(CFD)
CFDGate
Testing TestingGate
Deployment DeploymentGate
LaunchPost
LaunchReview
PLRGate
| Activity 3: Development
Testing
TestingGate
Healthcare integrators Internal sales / technical team Beta test campaign
Understandable by target market
Easy to take action Attack needs of market
Gatekeepers: Sales Manager; IT Manager
Ideation IdeationScreen
SurfaceEvaluation
SurfaceEvaluation
Screen
DetailedEvaluation
DetailedEvaluation
Screen
CrossFunctional
Development(CFD)
CFDGate
Testing TestingGate
Deployment DeploymentGate
LaunchPost
LaunchReview
PLRGate
| Activity 3: Development
Deployment
DeploymentGate
Finalize all activitiesfor launch
Set email newsletter to launch at specific date/time
Educate sales team on campaign
Ensure campaigns are set to launch at correct dates/times
Confirm vendors will launch on designated day
Final checks on allcomponents prior tolaunch
Gatekeepers: Sales Manager; IT Manager
Ideation IdeationScreen
SurfaceEvaluation
SurfaceEvaluation
Screen
DetailedEvaluation
DetailedEvaluation
Screen
CrossFunctional
Development(CFD)
CFDGate
Testing TestingGate
Deployment DeploymentGate
LaunchPost
LaunchReview
PLRGate
| Activity 3: DevelopmentLaunch
Post Launch Review
Execute all components of campaign: Email blasts/newsletters Banner ads Vendor sponsored newsletters Micro-site
Determine successes and failures of each component Review costs, profits Weaknesses and things to change for future
campaigns
Post Launch Review Gate Based on results, establish metrics for future
campaigns
Always have an international / global view from day one
Make sure to involve Senior Management from the start
Do not fall in love with your own idea
Get more out of your product if you can differentiate it
Prevent the possibility of launching a “me too” product or service
Wendi A. Klein | Spring 2010