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FDIN: Quicker, Better, Cheaper NPD Is your NPD funnel the right shape? Claire Nuttall, 1HQ
Why we need it? Less loyal consumers Fewer competitive barriers Demand for the new and better
Defining the right brief
“If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” Albert Einstein
Asking the right questions…
Scoping the value equation
What value are you creating? NEED WHO VALUE
Meeting an existing need better? Meeting a new need? NEED What value are you creating?
NEED WHO I know it is for me It understands me It makes me happy What value are you creating?
NEED WHO VALUE measurable tangible indispensable What value are you creating?
The value is subjective What they believe What they see as the benefits
Consumers simply want… To solve their problems New solutions Better results Feel happier
Speed is a Competitive Weapon
“The primary factor in a successful attack is speed” Lord Louis Mountbatten
Why? How Fast? What Value? 7 months to launch from 22 months 60% increase on your sales if first
Leading players innovation is 30% faster than the average
Speed makes your brand stronger…
Right shaped funnel?
2012 2013 2014 2015 Ideal Real Ideas / Platforms for Growth
Solutions for more effective, faster NPD for growth
Start out right…
Real life exploration / experimentation Real life exploration / experimentation
ConvenienceTaste HealthValue Don’t forget the close-in wins
Maximise value through to launch
Ruthless Self Challenge
Thank you! For more information, please contact: Claire Nuttall, Senior Partner 1HQ Claire.firstname.lastname@example.org Tel: 07721 784301
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