Opportunity PlanningChapter 3
Opportunity Planning Chapter 3
Opportunities Begin the Product Planningand Product Development ProcessesOpportunityTournament00000000OOExceptionalOpportunitiesO0000:aOOO0SConceptSystem-LevelDetailTestingandProductionRawOPlanningODesignDesignRefinementRamp-UpDevelopmentOpportunitiesOOOO.OOO.OO000000OOFilterFilterFilter
Opportunities Begin the Product Planning and Product Development Processes Planning Concept Development System-Level Design Detail Design Testing and Refinement Production Ramp-Up Opportunity Tournament Exceptional Opportunities
00.0900%020PharmaceuticalDrug DevelopmentS8-12yearsZOCOR$500million-$1billionSIMVASTATIN1newdrug10,0o0newlydiscoveredcompounds
Pharmaceutical Drug Development
Hollywood Film StudiosDapPIXARO09o3-5years$50-200million1newfeaturefilm500"pitches
Hollywood Film Studios
The Funnelin VariousIndustries10000PharmaSelectionPhasesDevelopmentPhases1000100MoviesVCAllValuesNormalized10Relativeto1LaunchIndustrialConsumer1023451LaunchProfitsInnovationPhase(nomenclaturevariesbyindustry)
The Funnel in Various Industries
Opportunity IdentificationExampleCMoAatFroliCatAllAboutFun
Opportunity Identification Example
o:.FroliCat SwayO0.Opportunity FunnelS1PDproductmissionlaunchstatementprocess9?8Soo3explored507opportunitiesselected
50 opportunities 7 selected 3 explored 1 mission statement 1 PD process 1 product launch FroliCat Sway Opportunity Funnel
Product Naming TournamentInitial ldeasBestTenBestThreeFinalNameAstroPongCatapongXpultCatapongCatapongVaripultCatapuloozaXpultCatapuloozaExperipultExperipultFlingThingFlingThingFunpultFoozHurlicaneFunpultPingFlingHurlicaneSlingcatVaripultHurlitzerLearningLeverXpultPennPongPhysazzPingFlingPongitXPULTSlingcatSwishTheCatapultVaripultXpult
Product Naming Tournament
Automobile ConceptsSSMUOSGY-ORC
Automobile Concepts
Source: Lunar Design
Source: Lunar Design