initial thinkning
Your Name_________________________________________________
MBA 603 SPRING 2021: ASSIGNMENT SEVEN
Assignment Sevenexamines your initial thinking surrounding the value proposition connected with your team’s proposed market opportunities. Refer to the class Powerpoint Slides and videos posted on Blackboard, then individually complete this worksheet by answering the below five questions.
Please pdf this assignment sheet and upload to Blackboard by the beginning of class on Monday, April 12.
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List onelegitimatescientific journal reference (not a news report, website, or blog)relevant to the projectusinga formal bibliographic reference style like APAor similar format. [.5 points]
In 50 words or less, detail what appears to be a key market problem [1 point]
In 50words or less, describeyour initial idea (initial solution). [1 point]
In 50words or less, describewho is the focal customer and state why. [1 point]
In the below table, provide details of the value proposition for this initial idea.[6 points]
Value Proposition Item
Initial Thinking
(no more than 25 words per item)
Customer Job(s)
Customer Gains
Customer Pain(s)
Product/Service
Gain Creator(s)
Product/Service
Pain Reliever(s)
Product/Service Attributes and Functionality
In 50words or less, describe what would be appropriate next steps for evaluating/validating yourproposed value proposition canvas. [.5 points]
HONOR CODE PLEDGE: By submitting this assignment, you acknowledge that you neither knowingly gave nor received any inappropriate assistance in academic work, thus affirming your personal commitment to honor and academic integrity.
© Kenneth B. Kahn 2021
MBA 603: Spring Semester 2021
MANAGEMENT OF INNOVATION
AND TECHNOLOGY
Kenneth B. Kahn, Ph.D.
k.b.kahn@csuohio.edu
March 29, 2021
© Kenneth B. Kahn 2021
Today’s Agenda
•
Business Models
• Business Model Canvas
•
Value Proposition Canvas
© Kenneth B. Kahn 2021
Business Models
© Kenneth B. Kahn 2021
Business Models
© Kenneth B. Kahn 2021
from Business Model to the
Business Model Canvas
Business Model Canvas
Examples
© Kenneth B. Kahn 2021
Value Proposition Canvas
Value Proposition Canvas
Examples
Experimenting and Prototyping
© Kenneth B. Kahn 2021
❑ Individual Assignment Seven due April 12 at 6p
❑ Read Book Chapter 9
To Do’s
© Kenneth B. Kahn 2021
MBA 603: Spring Semester 2021
MANAGEMENT OF INNOVATION
AND TECHNOLOGY
Kenneth B. Kahn, Ph.D.
k.b.kahn@csuohio.edu
March 29, 2021
© Kenneth B. Kahn 2021
Commercialization and Launch
© Kenneth B. Kahn 2021
Types of Testing
• Concep
t
• Product Use
• Market
© Kenneth B. Kahn 2021
Market Testing Method
s
• Pseudo Sale
– Speculative Sale
– Pre-Market Testing
• Controlled Sale
– Informal Selling
– Direct Marketing
– Minimarkets
• Full Scale
– Test marketing
– Rollout
© Kenneth B. Kahn 2021
The Launch Cycle
• Pre-Launch
Preparation
• Building Marketing Capability
• Service Capability
• Presale Promotion/PR
• Stocking/Availability
• Announcement (freeze decisions)
•
Beachhead
• Early
Growth
© Kenneth B. Kahn 2021
The Launch Cycle
Pre-Launch
Preparation
A
n
n
o
u
n
c
e
m
e
n
t
Beachhead
Early
Growth
© Kenneth B. Kahn 2021
Diffusion of Innovations
© Kenneth B. Kahn 2021
Adoption and Diffusion
(Everett Rogers Model)
© Kenneth B. Kahn 2021
Characteristics That Facilitate Adoption
• Relative Advantage
• Compatibility
• Complexity
• Trialability
• Observability
© Kenneth B. Kahn 2021
Lead Users
or Innovators
(2.5%)
Early
Adopters
(13.5%)
Early
Majority
(34%)
Late
Majority
(34%)
Laggards
(16%)
Types of Adopters
© Kenneth B. Kahn 2021
Lead Users
or Innovators
(2.5%)
Early
Adopters
(13.5%)
Early
Majority
(34%)
Late
Majority
(34%)
Laggards
(16%)
The S-Curve
100%
time
© Kenneth B. Kahn 2021
Time
U
n
it
S
a
le
s
Inflection Point
Market Saturation Point
The S-Curve
© Kenneth B. Kahn 2021
Adoption and Diffusion
• Diffusion is the aggregate of consumer adoption.
• Keep in mind that consumers are more likely adopt an
innovation is it reflects
– Higher relative advantage over existing options.
– Is compatible with existing norms.
– Reflects low complexity.
– Can be experienced through a trial run.
– Can be easily observed and easily communicated.
© Kenneth B. Kahn 2021
❑ Individual Assignment Seven due April 12 at 6p
❑ Read Book Chapter 9
To Do’s