1. Evaluation Exercise February 20, 2009

2. Evaluate an idea Using the criteria that follows, evaluate the ideas that we’ve captured during the training We realize that everyone has different knowledge and insights. Just do your best using the criteria you’ve got

3. Criteria Opportunity: How large is the market, how “open” is the market window and how many competitors? – 1 – small market/many competitors – 2 – moderate market size/some competitors – 3 – large market/some competitors or niche/no competitors Feasibility: Can we do this with existing capabilities and technologies or will we need to gain or partner for those skills – 1 – must partner for or invent the capability – 2 – near term capabilities – 3 – existing capabilities Distinctiveness: Is this the first instance of this concept in this market, or are we creating a new market? – 1 – Fast follower – 2 - First instance of the idea in the market – 3 - Creates a completely new market Market Impact: What impact does the idea have in the market? Acceptance, forcing others to change, or making some other product or service obsolete – 1 – Customer acceptance – 2 – Forces competitors to change or react – 3 – Makes another product or service obsolete Consumer Impact: What impact does the idea have for the consumer? – 1 – solves a basic need – 2 – provides an improved benefits – 3 – provides unexpected benefits

4. Necessary Information After completing the exercise: – What information did you need to complete it that you didn’t have? What did you do? – What parts of the evaluation were difficult? Why? – What criteria would you add or remove?

5. Selection If you were in charge of determining which ideas were selected for further research, what criteria would you use?