Presentation from Wideblue workshop at "Technology Changing Healthcare" event, 19th May 2010

1. TECHNOLOGY CHANGING HEALTHCARE, 19TH MAY 2010
WORKSHOP: “FROM CONCEPT TO COMMERCIALISATION”
© Wideblue Ltd, 2010

2. WIDEBLUE DESIGN PROCESS ‐ OVERVIEW
SUPPLY CHAIN MANAGEMENT
PROJECT MANAGEMENT
DESIGN RISK MANAGEMENT AND PRODUCT ROBUSTNESS
REQUIREMENTS AND SPECIFICATION
APPROVAL FOR SALE
CONCEPT REVIEW
DESIGN REVIEW
DESIGN FREEZE
GO / NO‐GO
CONCEPTS MANUFACTURE /
CONCEPT FEASIBILITY DESIGN
FEASIBILITY COMMERCIALISATION
SYSTEM DESIGN
DETAIL DESIGN FOR MANUFACTURE
MANUFACTURE START‐UP
STEADY STATE MANUFACTURE
SKETCHES RIGS TECHNOLOGY DEMONSTRATOR WORKING PROTOTYPES PRODUCT FOR SALE
© Wideblue Ltd, 2010

3. WIDEBLUE DESIGN PROCESS ‐ OVERVIEW
SUPPLY CHAIN MANAGEMENT
PROJECT MANAGEMENT
DESIGN RISK MANAGEMENT AND PRODUCT ROBUSTNESS
REQUIREMENTS AND SPECIFICATION
APPROVAL FOR SALE
CONCEPT REVIEW
DESIGN REVIEW
DESIGN FREEZE
GO / NO‐GO
CONCEPTS
FEASIBILITY
SYSTEM DESIGN
DETAIL DESIGN FOR MANUFACTURE
MANUFACTURE START‐UP
STEADY STATE MANUFACTURE
SKETCHES RIGS TECHNOLOGY DEMONSTRATOR WORKING PROTOTYPES PRODUCT FOR SALE
© Wideblue Ltd, 2010

4. BREASTLIGHT : ENLIGHTENED BREAST AWARENESS
Breastlight is a new health and wellbeing product for
women. It helps women notice changes in their breasts
over time.
The product works by shining a bright red light through
the breast tissue. The light passes through the breast
tissue and reveals dark areas where blood is present. It
is therefore quite normal to see a pattern of veins, but
if there is a dark cluster this is a potential abnormality
that should be checked out.
In the 1990’s Dr David J Watmough highlighted the
specific mechanism by which a tumour could be
illuminated to best effect. His company, Highland
Innovation, created a technology demonstrator to carry
out clinical testing.
In 2007 Highland Innovation approached Wideblue and
asked us to help take the product concept forward.
Today the Breastlight product is being sold in high street
retail pharmacies in Canada, Finland and the UK. It is
also being sold through distribution in four other
European countries plus the Middle East and Singapore.
20 thousand units have been sold to date
© Wideblue Ltd, 2010

5. STAGE 1: CONCEPT
WHAT DOES THE PRODUCT LOOK LIKE WHO INFLUENCES THE DESIGN?
AT THIS STAGE?
Inventors
End users
Sales / marketing
Product design team
MAIN ACTIVITIES PROJECT MANAGEMENT TOOL
Explore and develop the product concept Concept selection matrix
Refine the business concept Shortlist promising concepts
Define the business model Define selection criteria
Rank each concept against each criteria
Plan the organisation – in‐house vs outsourced
© Wideblue Ltd, 2010

6. STAGE 2: FEASIBILITY
WHAT DOES THE PRODUCT LOOK LIKE WHO INFLUENCES THE DESIGN?
AT THIS STAGE?
Market research team
End users
Product design team
Regulatory advice
MAIN ACTIVITIES PROJECT MANAGEMENT TOOL
Stress‐test the business model Functional review
Market and user research Assess the product in “functional blocks”
Risk assessments – product, safety and market Structured risk assessment of failure modes
Focus on interfaces between functions
Proof of principle demonstrations
Engineering models and prototypes
© Wideblue Ltd, 2010

7. STAGE 3: DESIGN
WHAT DOES THE PRODUCT LOOK LIKE WHO INFLUENCES THE DESIGN?
AT THIS STAGE?
Product design team
End users
Marketing
Regulatory
Key suppliers
MAIN ACTIVITIES PROJECT MANAGEMENT TOOL
Design and development engineering: Bill of materials database
Electronic, mechanical, aesthetic, user‐interface, Components, materials, suppliers, manufacturers,
software, optical, thermal analysis, etc. costs, price breaks, minimum orders, equivalents,
issue levels, etc.
Make or buy decisions
A special‐purpose database is more flexible than
Design verification testing Excel spreadsheets
Engineering pilot
© Wideblue Ltd, 2010

8. STAGE 4: MANUFACTURING / COMMERCIALISATION
WHAT DOES THE PRODUCT LOOK LIKE WHO INFLUENCES THE DESIGN?
AT THIS STAGE?
Supply chain
Product design team
Packaging and instructions design team
Manufacturing team
Sales / marketing
MAIN ACTIVITIES PROJECT MANAGEMENT TOOL
In‐house or sub‐contract decisions Supply chain risk assessment
Manufacturing pilot Always have a plan B
Manufacturing inception and scalability Include RoHS compliance checks
Web sales, distribution, high street retail
© Wideblue Ltd, 2010

9. BREASTLIGHT DESIGN PROCESS, ACTUAL TIMESCALE
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PROJECT MANAGEMENT
DESIGN RISK MANAGEMENT AND PRODUCT ROBUSTNESS
REQUIREMENTS AND SPECIFICATION
APPROVAL FOR SALE
CONCEPT REVIEW
DESIGN REVIEW
DESIGN FREEZE
GO / NO‐GO
CONCEPTS
FEASIBILITY
SYSTEM DESIGN
DETAIL DESIGN FOR MANUFACTURE
MANUFACTURE START‐UP
STEADY STATE MANUFACTURE
SKETCHES EYE SAFETY BETA PROTOTYPES DVT
PROOF OF PRINCIPLE RIGS
OBSERVATIONAL ESTIMATED COSTS BETA DVT PRODUCT FOR SALE
SCHEMATICS
RESEARCH OBSERVATIONAL
ARCHITECTURE
RESEARCH – FORM
COMPONENT SELECTION
ID LANGUAGE
© Wideblue Ltd, 2010

10. TECHNOLOGY CHANGING HEALTHCARE, 19TH MAY 2010
GRANT KING
DIRECTOR
POLAROID BUILDING TEL 44 (0)1389 714432 FAX 44 (0)1389 714153
VALE OF LEVEN IE GRANT.KING@WIDE-BLUE.COM
DUMBARTON G82 3PW WWW.WIDE-BLUE.COM
MAKING TECHNOLOGY HAPPEN
STUART KELLY
SENIOR MANAGER
POLAROID BUILDING TEL 44 (0)1389 714355 FAX 44 (0)1389 714153
VALE OF LEVEN IE STUART.KELLY@WIDE-BLUE.COM
DUMBARTON G82 3PW WWW.WIDE-BLUE.COM
MAKING TECHNOLOGY HAPPEN
© Wideblue Ltd, 2010