A successful product launch needs to integrate technology, engineering, market trends, hardware, software, mechanical parts, logistics and more, into a package that customers are willing to pay for. Commercial success also requires early customer engagement and commitment. These slides are intended to highlight key elements. They could be used as a template for team brainstorming for example.

1. New Product Introduction – NPI
Moving Product Ideas to Market
TechRev LLC
ideas.realized ™
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2. Plan for Success - Globally
Customer needs
TechRev Deliverables
- Strategy Consulting
- Product Development
- Business Development
Business Needs
- Sales, Market Share,
Fulfillment
Technology Needs
- Software, Hardware, IP
Product Needs
Software, Hardware,
Systems
Tailored Business
and Technology
Solutions to
improve
- Revenue
- Margin
-Advanced Software
-Semiconductors
-Embedded Systems
- Manufacturing
Success
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3. Integrated Approach
Front loaded
customer
demand
Technology
and
Engineering
Manufacturing
and Logistics
Successful
Release
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4. Basics
• Integrated hardware and software
– Competitive strategy matters
• Know the problem being solved
– Be brutally honest with use cases
• Know your market window
– Map technology and market trends
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5. Developing a Product
• Must have and nice to have
– Key use cases fully thought out
• Agile is the new Concurrent
– We just make more changes
• Still a good idea to have a plan
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6. Do you need Tech or Eng?
• Technology
–
–
–
–
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• Engineering
Proof of Concept
Cutting Edge
Research teams
Hard to schedule
– Understood, repeatable
and reliable
– Takes work to get done
– Can be scheduled
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7. Got Customers?
• Business Development
– When you need the first
set of customers
– When new market
segments are being
opened
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• Sales
– When you need to scale
– Quota driven
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8. Building a Product
• Design flows produce information
• The factory uses this information to build your
product and put the right software in it
• Make sure you understand the data chain and
address the needs of all participants from
concept to sourcing to repair and recycle
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9. Just Get it Built!
• Where you build matters
– Supply chain risks include fake parts
– Tier-1 manufacturers like and need big deals
• Offshore and local supplier combinations can
be powerful and successful
• Longer supply chains
– Reduce market responsiveness
– Have more cash stuck in inventory (its yours when
it leaves the factory, even if its on a ship)
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10. LifeCycle Planning
• Consumer and 3 month life?
• Or Embedded with a 15 year life?
• Lifecycle drives a lot
– Software architecture – the developers could be
retired while the product is still being maintained
– Sourcing plans, build audits and field repair
– Pricing and warranties
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11. Physical Products
• Regulations
– Safety, emissions
• Logistics
– Volume/ mix driven
– Build/sell locations
• Logistics, reverse logistics
• Market standards
– Customer expectations
– Packaging, service plans and related channels
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12. What we offer
•
•
•
•
•
•
•
•
Market research
Competitive strategy development
Assessment of current status
Project management
Product design and delivery
Regulatory test compliance
Outbound and reverse logistics setup
Business Development
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13. Contact
How can we help you succeed?
Email : info@techrevllc.com
Phone : +1-844-TECHREV (+1-844-832-4738)
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14. A Sampling of TechRev enabled activity since 2007
- All challenging, across the globe …
SAMPLE CASE STUDIES
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15. Image Processing (USA)
•
–
•
Fabless chip company, focused on image
processing.
Final outcome
–
Success metrics :
–
–
•
•
Customers business :
Repositioning of company away from
commodity handset business, with
matching customer base, at higher
margins.
Reduced cost of sales
Client moved out of handset, and into
surveillance, medical imaging and
automotive vision systems
•
–
–
Improved core competence developed in
company’s teams
New customers in Korea, Japan, Italy,
Taiwan, India and Germany
Enabled additional expansion
opportunities
Process
–
–
–
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Generated requirements based on market
knowledge and available technology.
Defined and drove development to
delivery of a reference design platform –
established internal competence and
enabled customers
Improved selling collateral, focused on
achievable differentiation in low light +
low noise and matched differentiation to
customer segments
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16. Telecoms (India / Sweden)
•
–
•
Rural GSM and in-enterprise GSM/PBX.
Success metrics :
–
–
–
•
•
Customers business :
Get to market.
Improve cost basis and improve reliability.
Establish and improve relationship with
internal teams in India and Sweden.
Final outcome
–
–
–
First designs released on time, after
detailed specification and design reviews.
Successful PTS and NPI releases in process
Improved working relationship with
internal teams
•
–
Executive team were primary contacts
Increased access to world class EMS
partners
Process
–
Generated detailed NPI and EMS
requirements based on market knowledge
and available technology.
•
–
–
Helped define detailed design reviews.
Improved production test processes
•
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Reviewed facilities in Malaysia, Singapore, India,
USA and Thailand
Enabled development team to take ownership and
improve even further
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17. Networking (Japan)
•
–
Research and development of core
technologies in systems and networking
•
•
•
–
Technology related to high throughput, low
latency PCI Express tunneling technology
Technology transfer and productization
agreement made with a fabless firm
•
•
•
–
Transfer of lab technology into the market
through technology transfer and
commercialization
•
Outcome
PCI Express tunneling technology across
10GE networks, for high speed, low latency
interconnect.
Targeted at datacenters and large scale
computing
Success metrics :
–
•
•
Customers business :
JD Negotiations
3rd party licensing negotiations
Updated FPGA boards produced, delivering
1.7GB/s with 900 ns end to end latency
across the network
Technology implemented to provide low
latency DAS capability in a 2U rack
•
•
Best of show at Storage Visions 2010
Product interest generated in multiple
video storage firms in the US, and with a
major IPTV systems maker in Japan
Process
–
Studied the core innovation, mapped this
to potential partners and applications
•
–
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Direct action taken to introduce the
technology to potential customers
– Defense, datacenters, storage
Due-diligence and negotiations
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