4112013_15651_F001_CREATIVE & IDEA GENERATION METHODS.pptx

8/13/2019 4112013_15651_F001_CREATIVE & IDEA GENERATION METHODS.pptx

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9. Products on which government declares subsidies,

incentives, other industrial/financial benefits.

10.Products where there is demand growth. Whilediscussing about generation of ideas for the new

enterprises, the project stages are to be discussed. The

distinct phases are:

a) Pre-project phase which consist of idea stage,concept stage, product development stage and test

marketing stage and

b) Commercialization phase and product life cycle which

includes introduction phase, growth phase, maturityphase and decline phase.

Summary:

Business idea generation is a search for opportunities for


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new avenues of growth in business. As per Peter Drucker

the opportunities are three types:

Additive opportunities: Here better and intense utilization ofexisting resources is called for from the decision makers.

This also means changes in production and marketing

strategies.

Complementary opportunities: Bring new ideas in existingproducts or business to bring in value addition or changes

desired in the market. Here character of business is likely to

change the risk in business increase.

Breakthrough opportunities: New product, new areas newtechnologies bring in fundamental ideas. Breakthrough

changes structure, strategies and business character. The

element of risk is the highest and combined with highest

gains in case of success.


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IDEA GENERATION METHODS:

FOCUS GROUP:

A group of individuals discuss and provide information in a

structured format to arrive at new business ideas.

The leader does not ask questions and solicit answers and

act as a moderator.

BRAIN STORMING:

1. The group should be informed of the broad areas of thesubject or area of discussions.

2. The group should consist of people drawn from different

streams of knowledge such as marketing, production, quality

control, planning, finance, costing, stores, handling, taxation

and the like. The group also should consist of different levels

of officers, supervisors from the organization.

3. The brainstorming session should be held in a good place

with ambience. So that the group comes open with their

ideas.


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4. The member should have no inhibitions about their status in

the organization or department where they serve. The

session should be frank and be fun. The brainstorming

sessions are held where no individual or group dominatethe discussions and no boss-subordinate relationships.

5. Day dreaming or wild ideas to be encouraged.

6. There should not be any negative comments or criticisms

against any particular individuals or groups or departments.7. The ideas of one can be improved by others but no

repetition of ideas. Each individual may be given a chance

to three ideas and these ideas be recorded on a flip chart or

black board. All the ideas be recorded on the flip chart even

if one idea is not practical or illogical.

CHECK LIST:

Who uses the product? How it is used? Why at all the item

is used?


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What are the new ways of usage of the product?

Can the product be modified for better value to the

customers?

What are substitutes available in the market? How they

are competitive? Can we combine the features to

develop a new product?

Can copied and improved product will add value? Can we modify?

Can we change the shape, colour, packing of the

product? Can we make it large, smaller or increase

frequency or add new ingredients?

Can we bring a substitute product?

Change processes, make it smaller or make it lighter?

Use different materials of construction, combine units,


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change appeal, change purpose, and bring more positive

aspects that attract customers?

What products are being used in other countries and

why? What are the new emerging products in the particular

product range?

Problem Inventory Analysis:

Psychological Sensory Activities Buying Usage Psychological/

SocialA. Weigh t A . Taste A. Meal Planning A. Portabi l i ty A. Serve to company

Fattening Bitter Forget Eat away fromhome

Would not serve to

guests.

Empty Calories Sweet Get tired of it Take lunch Too much last-minute preparation.

B. Hunger Salty B. Storage B. Port io ns B. Eating alone

Filling B. Appearance Run out Not enough inpackage

Too much effort to

cook for oneself

Still hunger after

eatingColor Package would

not fit

Creates leftovers Depressing when

prepared for just one

C. Thirs t Unappetising C. Preparat ion C. Av ailabi l i ty C.Self-image


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Psychological Sensory Activities Buying Usage Psychological/

Social

Does not

quench

Shape Too much

trouble

Out of season Made by a

lazy cookMakes one

thirsty

Too many pots

and pans

Not in

supermarket

Not served by

a good mother.

D. Health C.Consis tency /

Texture

never turns outD. Spo ilage

Indigestion Too much

trouble

D. Cook ing Gets moldy

Bad for teeth Too many pots

and pans

Burns Goes sour

Keeps one

awake

Never turns

out

Sticks E. Cos t

Acidity E. Cleanin g Expensive

Makes a mess

in oven

Takes

expensive

ingredients

Smells in

refrigerator


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SYNECTICS:

Step 1: Familiarise with the product and thus removing thusremoving the unknown elements of vagueness

about the product.

Step 2: Use the analogies by personal, direct, symbolic or

fantasy which creates unique solutions for newproducts.

Mix of Above Methods:

The existing companies when they go in for e-commerce as anew are of business development face few problems such as:


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Stage I

Stage II

Problem Solution

Problem Analysis

Identify the

elements of

problems to families

entities

Use of analogies

Speculation

Fore Fit

Solution

Recycle,

ifnecessary


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SUMMARY:

Type of need

Timing of need

Competitive way to satisfy the need

Perceived benefits and risks

Price versus performance

Market size and potential

Payment capacities of customer

How you meet the competition from existing or substituteproduct/s?


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CREATIVE PROBLEM SOLVING:

Creative problem solving techniques used are

Value analysis

Free association

Forced relationship

Collective notebook

Scientific method.

Attribute listing

Big dream approach Establishing valuation criteria.

Idea state

E-commerce


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VALUE ANALYSIS:

Can this part be eliminated or replaced?

Can this part be reduced?

Can this part be made of lesser quality?

Can the material of construction be changed?

Can the part be made cheaper?

Can the part be used else where or can have alternative

uses?

By employing value analysis techniques the product valuecan be maximized and the entrepreneur gets a new product

or service which is readily marketable.


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Free Association:

A word or a phrase related to the product problem is

written down

Next member writes down the words he feels about the

new product or the services.

The third person writes down the words he feels about

the new product or the services. With each new word the new ideas are generated, new

thought processes is developed and thereby creating a

chain of new product ideas.

The product ideas crystallize.

Forced Relationship:

Find the elements of problem.

Write down the relationship between the elements


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Analyse relationships.

The result in relationship gives new product of service

ideas

Build new ideas from the emerging patterns.

Collective Notebook:

In this method a group regularly meets and record ideas to

develop new product services. Each member of thedesignated group is given a small pocket book containing

the background of the product, the relevant data, the

statement of the problems and blank pages. Each member

of the group studies the problem in his own way and recordsideas on each of the issues. The group meets three or four

times at regular intervals and record the ideas and

suggestions on the questions are raised.


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Scientific Method:

Scientific method is a systematic approach of developing

new product or service ideas through enquiry and testing.Attribute Listing:

Listing the attributes of an item.

List problems

Critically analyse from positive and negative side of each

of issues involved.

Analyse the problem from different view points that is

user, seller, manufacturer, transporter, and packer and soon.

The combination of use of products is possible by

attribute listing.


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Big Dream Approach:

Example may be also given of that of Ardeshir Godrej, the

founder of Godrej Enterprise, who started the enterprise with a

big dream that India should be independent and free from theBritish rule; lead to the idea of an Indian should manufacture

and consume Indian products. The big dreams lead him to

manufacture soaps and other products.

Establishing Evaluation Criteria:

The determination of market opportunities and demand for the

new product is done. The stages involved are:

The consumer profile and requirements that may buy the

new product

The size of the potential market

The share of the market for the product

The growth phase of the product

Will the new product compete successfully in the market?


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Documents

4112013_15651_F001_CREATIVE & IDEA GENERATION METHODS.pptx