Ray Attiyah's presentation from PMPA, April 2011. Innovation, the Mother of Success.

1. PMPA TECHNICAL CONFERENCE:
MANAGING A NEW PRODUCT LAUNCH

3. Product Innovation Pyramid
§ Most value added activity

4. Successful New Product Launch
1. Know your customer’s behaviors better than they do
2. Establish best product positioning
3. Simplify
4. Be Nimble
5. Communicate Customer Centric Bene ts

5. Expand Your Thinking
§ A product is a part of a process
BUYER
BENEFICIARY USER

6. A WOW Product Launch
§ What Goes Well
1. The product meets or exceeds needs of the buyer, user
and bene ciary
2. The bene t is well communicated
3. Conversion & adoption is smooth and swift

7. A Weak Product Launch
§ What Goes Wrong
1. Needs are not well addressed
2. The bene t is not clear
3. Resistance & slow adoption

8. Step 1: Customer’s Behaviors

9. Customer’s Behaviors
§ Solves a problem previously accepted as normal
§ Eliminates or condenses a step
§ Simpli es ownership
§ Improves performance
Establish New Standard

10. Customer Behaviors
§ The buying experience
§ Order automation/customization
§ Lead time/ exibility
§ The handling experience
§ Packaging/labeling
§ Shipping/delivery
§ Warehousing solutions
§ Customer Service
§ Warranty/service/solutions

11. Blue Focus

12. Step 2: Product Positioning
Innovation
Value Add
Commodity

13. Product Positioning
§ Commodities
§ Many providers of like items
§ Little or no differentiating bene ts
§ Price centered purchasing behavior
§ Commodities rarely establish sustainable relationships

14. Product Positioning
§ Value Add
§ Competing providers of like items
§ Differentiating bene ts others can easily copy
§ Cost/bene t purchasing behavior
§ Relationships based on ability to continue to add value

15. Product Positioning
§ Innovation
§ New way to solve a problem
§ Unique supplier
§ Dif cult to duplicate
§ Purchasing behavior based on dependency
§ Solutions cement relationships

16. Take Charge
§ Break out of the victim mindset
§ You have more ability to in uence a customer than you
think
§ Add value
§ Solve problems
§ Demonstrate an understanding of the entire
process
§ Demonstrate and understanding of your
customer’s business

17. Innovation Products
Elite Service Set a New Standard

18. Step 3: Simplify

19. Simplify
§ Case Study: 3M Easel Pad
§ Well known brand
§ Industry standard

20. Simplify
§ Observation
§ What happens before product is used?
§ Display area is needed
§ What happens after the product is used?
§ Paper is posted, requiring tape or tacks
§ Tape or tacks damage walls

21. Simplify
§ Opportunity
§ Eliminate the need for a stand
§ Eliminate the need for tape or tacks

22. Simplify
§ Case Study: 3M Easel Pad
§ Solution
§ Product board includes a stand
§ Post-it paper for af xing to walls

23. Simplify
§ Case Study: 3M Easel Pad
§ 3x price of standard easel paper

24. Step 4: Rapidly adjust

25. Adjust with the Courage to stay
BOLD
§ Review assumptions
§ Listen to feedback
§ Don’t over-react to initial negatively
§ Low lead-user rates
§ Focus on entire solution, not only technical aspect

26. Step 5: Communicate Customer Centric
Benefits

27. Step 5: Communicate Customer Centric
Benefits
§ Details of Grapefruit Diets
§ Anyone under a grapefruit diet plan would not hesitate to term it a great fruit diet
plan for the virtues. A grapefruit diet menu lets you the freedom of eating as much as
you like to while silently helping to burn fat. So, here are the directions to grapefruit
diet.
§ Drink 8 glasses of water every day. And how much do you consider a glass would
contain? A glass should contain 8 oz and by 8 glasses a dietician means that you
need to drink 64 oz or 2 liters.
§ Eat till you are full without leaving or eliminating anything
§ Don't change the quantity of grapefruit or its juice intake for anything as it is the
thing that kindles the burning of fat.
§ Cut up on coffee intake and give up eating white vegetables and potatoes. So also
desserts.
§ Foods fried in butter are okay and you can use that butter too. There is no restriction
on meat too.
§ Repeat the course in stretches of 12 days with a 2 days break thrown in.
§ Remember to stick to the grapefruit diet plan for at least 2 ½ months for it to show
credible results.

28. Step 5: Communicate Customer Centric
Benefits

29. Your Wow Launch
§ Your product solved the customer’s problems
§ The bene t was communicated in the customer’s
language
§ Conversion issues were addressed in advance
§ Adoption is swift

30. Finding time to Innovate & Take Charge
§ Run – Improve – Growtm
§ Leadership’s most value added
§ Solve problems your customers don’t believe are
problems