General Description for NPDP. 這是我平常教課的第一個章節 作者:Richard Pei裴有恆/專長主管流程改善創新,產品創新,商業模式創新,專案管理

1. NPDP
NPDP簡介

2. 講師介紹
講師:裴有恆 Richard Pei
Email: richardpeikimo@gmail.com
NPD經驗: 5.5年RD經驗,11年產品經理,專案經理,流程管理經理經
驗
現職:元創意資深產品經理暨執行董事
資歷: Alcatel台灣分公司,甲尚科技,台灣大哥大.仁寶電腦,神達電腦
學歷:
南加大電腦工程碩士
外貿協會ITI第六期行銷班,第一期品牌班結業
生產力中心PMP國際專案管理實務班結業(2008/10)
NPDP認證 2009年10月1日
ISO9001, TS16949, ISO/IEC 17025, ISO13485合格內部稽核員

3. 六大範疇

4. Strategy
Understand corporate strategy as it applies to
Product strategy
Platform strategies
Market strategy
Technology strategyTechnology strategy
Understand performance characteristics of different
strategies

5. New Product Process
Understand the characteristics of product processes
including:
Phases from concept to launch
Lifecycles
Decision points and gatesDecision points and gates
Required activities for each phase
A good new product process increases chances of
success and cuts losses from losing products early

6. Portfolio Management
Understand how to manage your product portfolio to:
Maximize value
Balance (the right mix)
Align with strategy and vision
Manage resourcesManage resources
Helps focus investment in new products to those
with the greatest chance of success!

7. Market Research
Understand when and how to involve potential
customers in development:
Primary vs. secondary research
Concept testing
Market testingMarket testing
Use testing
Alpha/Beta testing
Techniques (focus groups, interviews, surveys)

8. Tools and Metrics
Understand a variety of tools used in NPD
including:
Pricing and forecasting
Innovation tools
Engineering and Manufacturing
VOC/QFD
Project management
Tools for measuring results

9. Teams, People, and Organization
Understand different team structures and how they
achieve different results:
Cross-functional team management
Lightweight, heavyweight and Autonomous teams
CultureCulture
Roles and responsibilities
Helps understand how you should set up
and manage a product team to get the desired result

10. New Product 與流程簡介

11. What is New Product
Commonly accepted categories:
New-to-the-world products: Products that are inventions 發明
New–to-firm products: Products that take a firm into a category new
to it. Products are not new to the world對公司新的產品
Additions to product lines: Products that are line extensions, flankers,Additions to product lines: Products that are line extensions, flankers,
etc., in the firm‘s current markets 現有產品線的延伸產品
Product improvements: Current products made better; virtually every
product on the market today has been improved, often many times.
現有產品的改善
Repositionings: Products that are retargeted for a new use or
application . 現有產品但對新的使用者或應用定位

12. New Product/Service
New Product
New to the world(10%)
New to firm, new product line(20%)
Additions to existing product lines(26%)
Improvements and revisions to existing products(26%)Improvements and revisions to existing products(26%)
Repositioning(7%)
Cost Reductions(11%)
Service is less Expensive than Real Product

15. New Product Benefit?
Product attributes that provides an emotional and/or
economic reward(return) desired by the customer 顧
客想要的感情/經濟上的報酬
3 types of Attribute
Features: Components, Materials, Price, Service
Functions: How product work
Benefits: Uses, Economic gains, Savings

16. The conflicting List of New Product Management

17. Product Development
The overall process of strategy, organization,
concept generation, product and marketing plan
creation and evaluation, and commercialization of a
new product.策略、組織、概念產生、產品和行銷計
劃制定和評價，和一種新產品的商業化的整體流程劃制定和評價，和一種新產品的商業化的整體流程

18. Innovation創新
A new idea, method, or device. The act of creating a
new product or process. The act includes invention
as well as the work required to bring an idea or
concept into final form. 一種新的理念，方法或設備。
建立一個新的產品或流程的行為。該行為包括發明，建立一個新的產品或流程的行為。該行為包括發明，
以及所要求的工作，使一個想法或概念最後具體成型

19. Innovation Process
創新是發散到收斂的過程,必須符合公司策略與市場需
求
派別
美國PDMA Stage-Gate
德國AIM創新管理W-Model
英國策略技術藍圖快速導入法T-Model
上課以美國PDMA Stage-Gate為上課主軸

20. New Product Process
PDMA Process
Commercialization
Phase Process
DevelopmentDiscovery
Launch
Develo
pment
Concept/
Project
Concept
Genera
Opportunity
Identification/
pment
EvaluationtionSelection
Stage-Gate Process
Develop
ment
Go to
Develop
ment
Build
Business
Case
2nd
Screen
Scop
ing
Idea
Screen
Discovery
LaunchGoto Launch
Testing and
Validation
Goto Testing

21. Stage-Gate Process的來由
Robert G Cooper花了30多年,研究了3000多個專案,
根據他的研究,定義產品創新的15項關鍵成功因素,並
制定出Stage-Gate Process

22. 15 Critical Success Factors in Product Innovation
1. The number one success factor is a unique
superior product: a differentiated product that
delivers unique benefits and superior value to the
customer.
2. A strong market orientation -a market-driven and2. A strong market orientation -a market-driven and
customer-focused new product process -is critical
to success.
3. Look to the world product: An International
orientation in product design, development, and
target marketing provides the edge In product
innovation.

23. 15 Critical Success Factors in Product Innovation
4. More predevelopment work -the homework -must
be done before product development gets under
way.
5. Sharp and early product and project definition is5. Sharp and early product and project definition is
one of the key differences between winning and
losing at new products.
6. A well-conceived, property executed launch is
central to new product success. And a solid
marketing plan is at the heart of the launch.

24. 15 Critical Success Factors in Product Innovation
7. The right organizational structure, design, and
climate are key factors in success.
8. Top management support doesn't guarantee
success, but it sure helps. But many senior
managers get it wrong.managers get it wrong.
9. Leveraging core competencies is vital to success
-"step-out" projects tend to fail.
10. Products aimed at attractive markets do better:
market attractiveness is a key project-selection
criterion.

25. 15 Critical Success Factors in Product Innovation
11. Successful businesses build tough Go/Kill
decision points into their new product process,
where projects really do get killed: better focus is
the result.
12. New product success is controllable: More
emphasis is needed on completeness,
consistency, and quality of execution of key tasks
from beginning to end of project.
13. The resources must be in place -there is no free
lunch in product innovation.

26. 15 Critical Success Factors in Product Innovation
14. Speed is everything! But not at the expense of
quality of execution.
15. Companies that follow a multistage, disciplined
new product process -a Stage-Gate® process -new product process -a Stage-Gate® process -
fare much better.

28. Innovation Type
Sustaining 持續創新持續創新持續創新持續創新
Revolutionary 革命革命革命革命:Create a new market by allowing
customers to solve a problem in a radically new way.
(Automobile, iPhone)
Evolutionary 進化進化進化進化: Improve a product in an existing market inEvolutionary 進化進化進化進化: Improve a product in an existing market in
ways that customers are expecting. (Fuel injection,PS3)
Disruptive 破破破破壞壞壞壞性創新性創新性創新性創新: Create a new and
unexpected market by applying a different set of
values. (Ford T-model, Wii)

29. Drivers of Innovation
Technology Driven: Technology advance
Market Driven: Changing customer needs
Shorten product life cycles
Increased world competitionIncreased world competition
Porter’s 5 Force Analysis

32. Benefit from Innovation
Market Position市場定位
Resource Utilization資源利用率
Organizational Renewal and Enhancement組織強化更新
Financial Rewards (ROI, Margin)獲利
Great Life豐富的人生Great Life豐富的人生

34. Fix the Problem
Do the right things
Strategy
Portfolio management
Capacity, Resource planning
Based on StrategyBased on Strategy
Maximize the value
Do the thing right
New Product Process, Project Management, Marketing, Tools

35. Reference:
Cooper, Robert G., Winning at New Products
Crawford, C. Merle and Anthony DiBenedetto, New
Products ManagementProducts Management