Npd 2 0 Product Camp

Crowdsourcing Product
Development
Product Camp – Silicon Valley
April 2, 2011
@visionexecution

325M Sharon Park Drive
Menlo Park, CA 94025
www.visionandexecution.com

• There are a plethora of web-based tools to co-create new
products with customers and develop relationships with experts
outside your organization to drive innovation and solve product
road-blocks. This session will debate the strengths and
weaknesses of the various open innovation platforms that
deliver experts or new ideas and identify the critical success
factors to external sourcing. This session will also look at new
resources to help short cut the process from concept to launch
while increasing customer engagement. Participants will
evaluate the best tools for building a continuous input stream to
monitor trends and identify new opportunities.

© 2002-2011 Copyright Vision & Execution 6/15/2011

NPD 2.0… It’s about access…

“No matter who you are, most of the
smartest people work for someone else.”

Bill Joy, cofounder of Sun Microsystems


…and trust

When asked what was the most
significant lesson he had learned from
his peer-to-peer auction site, he replied,
“…that 135 million people have learned
they can trust a complete stranger.”

Pierre Omidyar, eBay founder


Shift of control


Things to consider

Entire problem vs. Piece of the problem

Breadth of experts vs. Depth of experts

Global vs. Regional

Individual contributors vs. Teams

Open/Crowdsourced vs. Closed/Enterprise only

Recognition/Expert status vs. Cash Prizes/Royalties


NPD 2.0 Best Practices
• Clear strategy for using NPD 2.0 in overall strategy
– Plan for IP ownership/sharing/revenue model
– Utilize opportunity to source innovation from the outside in and also put out
IP for others to innovate with
• Open Requirements and Modularity
– Break off discrete components of a new product or business challenge and
reintegrate once solution is identified
• Build trust
– Plan for win-win
– Give feedback not to only to recognize their contribution but to provide
additional guidance or understanding about your choices
• Networking
– Facilitate the exchange of ideas within the enterprise and across the globe
– Identify talents that otherwise don’t have visibility


When do you engage with customers?
During which of the following stage gate phases
do you regularly get customer input?
Product Development Lifecycle

Define Define Develop Test Deliver Sustain
Vision
Business Product Product Product Product Product


NPD 2.0 Solutions at every phase of PDLC
Define Define Develop Test Deliver Sustain
Vision
Business Product Product Product Product Product

• edopter • Fellowforce •NineSigma • TopCoder • uTest • NameThis • ScoutLabs
• Google Trends/ • IdeaStorm Platform •Yet2 • Shapeways • Mob4Hire • eLance • BzzAgent
Google Insight for • Kluster •Innocentive • eMachineShop.com • 42 Projects • Crowdspring • Zuberance
Search • Spigit •MillionBrains • Ponoko (productivity • Guru
• Vizu
• TrendHunter • redesignme •Communispace • Creative Commons games) • BootB
• Trendwatching.com • ePinions.com •Your Encore • Quirky • Feedback Army • Logoworks • Get Satisfaction
• SpringWise.com • BrainReactions.net •Idea Connection • Jovoto • Loop11 • 99designs • Leadvine
• Pew Research • Innovaro •IdeaCrossing • Eureka Medical • UserTesting • Focus • Cloud MR
Center • Innovation •iBridge Network • Fulfillment by • Chaordix
• We Feel Fine Exchange •Innoget Amazon
• ClickIQ
• Inkling Markets • ColSpark • Fedex Fulfillment
• Intrade • Big Idea Group Services
• Lumenogic • LiveOps
• Ushahidi
• Kaggle


Ducati Motorcycles NPD 2.0 Initiatives


Start your NPD 2.0 program now
• Start somewhere
– Leverage the no cost/low cost options to provide proof of concept
– Target champions in your organizations to build support and then
build on your successes
• Build trust with both your internal and external partners
– Implement NPD 2.0 in alignment with strategy and company
culture
– Compensate fairly; reward liberally
• Develop an integrated NDP 2.0 strategy
– Plan for what remains internal and what can be assigned to
external experts or customers
– Utilize multiple tools/multiple vendors


Questions


About the Presenter…
Patrina Mack, Managing Partner of Vision & Execution, consults with established and emerging
technology companies in the U.S., Europe, Russia and Israel. Ms. Mack works with clients to
optimize their product and business strategy to enhance customer adoption and market
penetration. She has more than 25 years experience in business-to-consumer and business-to-
business product, marketing and operational strategy and implementation. Her industry
expertise spans the Internet, cleantech, healthcare, telecom, software, financial services, and
consumer products.
Ms. Mack is a member of the Advisory Board for Innovation Center Denmark-Silicon Valley. She
also serves as an Advisor to TechCoire and previously served as Western Regional Director for
the Product Development and Management Association, and as Sustainability Mentor to CA
Cleantech Open. She is a certified New Product Development Professional through the PDMA. As
part of her consulting practice she leads workshops to help companies apply NPD 2.0 to
optimize their product development process and increase customer engagement.
Prior to founding her consulting practice in 1999, Ms. Mack was responsible for the global
launch of NetGravity's SaaS solution. NetGravity, one of Forbes' ASAP Dynamic 100 Companies,
introduced the first ad serving software. At her previous company, AirTouch, she was
responsible for assessing and developing market opportunities for PCS wireless, international
licenses and new services. Ms. Mack started her career consulting with Urban Wallace &
Associates serving the consumer products and financial services industries.


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