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CONFIDENTIAL 2

I have an idea!

Contact information

Proposition Summary

Please describe in one line the essence of your ideaElevator Pitch

The name of your idea that gives a clear description of your ideaIdea name

Please fill in your name, email address and telephone numberContact

CONFIDENTIAL 3

I have an idea!

Customer

“Who cares?” Is a critical question. Who really needs the envisaged product/service? Who would be the first customers (e.g. during incubation phase)? Who would be the customers in the expansion phase?

Target audience

A statement that expresses the targeted end-users’/customers’ unmet need or frustration that your idea wants to address. It has a what, why (dilemma) and wow dimension.Customer

Insight

Describe the way(s) in which the proposition solves a problem or addresses unmet needs of the end-user. If possible, one emotional benefit and one functional benefit, and these should have a logical link.

Benefits

Competition/alternatives

Who are the direct competitors and what do they offer?Direct

Who are the indirect competitors (companies that are addressing the same customer insight but with different propositions) and what do they offer?Indirect

Thanks for telling us about your idea! Please fill in below a 5-step questionnaire so that it will be easier for us to assess your idea. Please make sure you fill in all fields. If you don’t have information on any of the fields, just type “?”

CONFIDENTIAL 4

I have an idea!

Attractiveness

Market

Please describe the market for your idea. What is the initial (entry) market and which markets could be addressed over time? (The initial market can be different from the larger market envisaged for the end game). How large are these markets and how fast are they growing? How profitable are these markets? How volatile is the demand? What stage are the market(s) at in their lifecycle (e.g. emerging, growth, mature)?

Market structure

Please describe the value chain. Who are the players in the value chain (including decision makers and influencers)? Where in the value chain is the most value created? What benefits are the key value chain players looking for? Which of these benefits does your idea address? Are there barriers to market entry?

Strategic fit

How does this idea contribute to the transformation of Philips into a market-driven healthcare, lifestyle and technology company? How does it contribute to profitable growth? Does the idea strengthen the Philips brand promise & pillars (sense & simplicity / designed around you / easy to experience / advanced)? Are there leverage possibilities within Philips?

CONFIDENTIAL 5

I have an idea!

Commercial chance of success

Describe your (commercial) competitive position. What is the discriminator (why should the target audience prefer this proposition over that of the competition)? What is the reason to believe in your idea (why is this proposition better than the alternatives)? Are we ahead of the competition and is this position sustainable?

Competitive position

Which capabilities do you need to market and sell your proposition? E.g. does Philips already has the channels to reach the customer? If Philips doesn’t have these capabilities, how can these new capabilities be developed? Do you see ways to leverage Philips’ capabilities? Do you need a partner?

Capabilities

What are other enabling conditions required to make this proposition a success? Are there any legal/regulatory issues to be addressed? Are there any other commercial risks?Other

issues

Technical chance of success

Describe your (technical) competitive position. What is the discriminator (why should the target audience prefer this proposition over that of the competition)? What is the reason to believe in your idea (why is this proposition better than the alternatives)? Are we ahead of the competition and is this position sustainable? What is our IP position?

Competitive position

Which capabilities (e.g. development, manufacturing, supply chain management) do you need to develop to create your proposition? If Philips doesn’t have these capabilities, how can these new capabilities be developed? Do you see ways to leverage Philips’ capabilities? Do you need a partner?

Capabilities

What are other enabling conditions required to make this proposition a success? Are there any legal/regulatory issues to be addressed? Are there any other technical risks?Other

issues