Session 2 of the Technology & Innovation Management Course. Content: contextual market segmentation, jobs to be done, NASA/DOD technology readiness level

1. Technology & Innovation
Management Course
-
Session 2

2. 1. Contextual market
segmentation (jobs-to-be-
done)
2. NASA technology
readiness level

3. Contextual market segmentation

4. Target markets are not about demographics, sociographics,
geographic.
Contextual market segmentation

5. Target markets are not about demographics, sociographics,
geographic.
Contextual market segmentation

7. “People are not buying quarter-inch drills, they buy
quarter-inch holes. The drill just happens to be the
best means available to get the job done.”
- Ted Leavitt (Harvard Business School)
Jobs-To-Be-Done

8. Jobs-To-Be-Done

9. Jobs-To-Be-Done
1. All JTBD are processes;
2. JTBD are followed by JTBD;
3. one JTBD can be fulfilled by multiple solutions;
4. one solution can fulfill multiple JTBD;
5. fall in one or more of the 3 categories:
a. functional
b. emotional
c. ancillary

11. What are the competitors of a news app?

23. What are the competitors of car manufacturer?

30. James’ Reading List

31. NASA Technology Readiness
Level

32. Source: http://esto.nasa.gov/files/trl_definitions.pdf

33. TRL1
Basic principles observed and
reported:
Transition from scientific research to applied
research. Essential characteristics and behaviors
of systems and architectures. Descriptive tools
are mathematical formulations or algorithms.
Source: http://esto.nasa.gov/files/trl_definitions.pdf

34. Source: http://esto.nasa.gov/files/trl_definitions.pdf

35. TRL 2
Technology concept and/or
application formulated:
Applied research. Theory and scientific
principles are focused on specific application
area to define the concept. Characteristics of the
application are described. Analytical tools are
developed for simulation or analysis of the
application.
Source: http://esto.nasa.gov/files/trl_definitions.pdf

36. Source: http://esto.nasa.gov/files/trl_definitions.pdf

37. TRL 3 Analytical and experimental
critical
function and/or characteristic proof-of-
concept:
Proof of concept validation. Active Research and
Development (R&D) is initiated with analytical
and laboratory studies. Demonstration of
technical feasibility using breadboard or
brassboard implementations that are exercised
with representative data.
Source: http://esto.nasa.gov/files/trl_definitions.pdf

38. Source: http://esto.nasa.gov/files/trl_definitions.pdf

39. TRL 4
Component/subsystem validation in
laboratory environment:
Standalone prototyping implementation and test.
Integration of technology elements. Experiments
with full-scale problems or data sets.
Source: http://esto.nasa.gov/files/trl_definitions.pdf

40. Source: http://esto.nasa.gov/files/trl_definitions.pdf

41. TRL 5 System/subsystem/
component validation in relevant
environment:
Thorough testing of prototyping in representative
environment. Basic technology elements
integrated with reasonably realistic supporting
elements. Prototyping implementations conform
to target environment and interfaces.
Source: http://esto.nasa.gov/files/trl_definitions.pdf

42. Source: http://esto.nasa.gov/files/trl_definitions.pdf

43. TRL 6 System/subsystem model or
prototyping demonstration in a
relevant end-to-end
environment (ground or space):
Prototyping implementations on full-scale
realistic problems. Partially integrated with
existing systems. Limited documentation
avai lable. Engineer ing feasibi l i ty ful l y
demonstrated in actual system application.
Source: http://esto.nasa.gov/files/trl_definitions.pdf

44. Source: http://esto.nasa.gov/files/trl_definitions.pdf

45. TRL 7 System prototyping
demonstration in an operational
environment (ground or space):
System prototyping demonstration in operational
environment. System is at or near scale of the
operational system, with most functions available
for demonstration and test. Well integrated with
collateral and ancillary systems. Limited
documentation available.
Source: http://esto.nasa.gov/files/trl_definitions.pdf

46. Source: http://esto.nasa.gov/files/trl_definitions.pdf

47. TRL 8 Actual system completed and
"mission qualified" through test and
demonstration in
an operational environment (ground
or space):
End of system development. Fully integrated with
operational hardware and software systems.
M o s t u s e r d o c u m e n t a t i o n , t r a i n i n g
documentation, and maintenance documentation
completed. All functionality tested in simulated
and operational scenarios. Verification and
Validation (V&V) completed.
Source: http://esto.nasa.gov/files/trl_definitions.pdf

48. Source: http://esto.nasa.gov/files/trl_definitions.pdf

49. TRL 9 Actual system "mission
proven" through successful mission
operations (ground or space):
Fully integrated with operational hardware/
software systems. Actual system has been
thoroughly demonstrated and tested in its
operational environment. All documentation
completed. Successful operational experience.
Sustaining engineering support in place.
Source: http://esto.nasa.gov/files/trl_definitions.pdf

50. Source: http://esto.nasa.gov/files/trl_definitions.pdf

51. Hope you
have NO
questions!

53. email:
me@danto.ma
Twitter:
@toma_dan