Innovations + Design

Strategic Innovation Program

Preliminary Overview and Options

This document is intended solely for the primary recipient and staff, for the purposes of evaluating INNOVATIONS + DESIGN and associates as a innovation and design partner.

CONFIDENTIAL

Drafted by: Bryan deBlois , Owner and Thought Leader- Innovations + Design

January 29, 2015

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Innovations + Design and its associates are a strategic innovation group formed to help clients uncover

competitively advantaged business opportunities and new products.

Acting as the tip of the arrow in the front end of innovation guiding client teams toward success at the intersection

of business objectives, emerging consumer insights and enabling technologies; Innovations + Design provides a

range of custom innovation capabilities to address large innovation programs as well as smaller, more tactical

needs across the front-end and back-end of product development.

We offer a suite of innovation capabilities:

Exploratory Consumer Insight Development

Consumer Motivation, Behavior and Perception Modeling

Concept Development

New Business Development

Technology Scouting and Forecasting

Technology Planning and Development

Product Design and Engineering Development

Collectively, our group has impressive credentials in many domains such as; consumer insight development,

innovation planning, innovation program design, brainstorming, chemistry, materials science, consumer/market

research, technology scouting, technology reformatting, IP development, engineering and industrial design.

Our goal is to provide actionable innovation programs that lead to measurable results.

We are pleased to offer this overview of our innovation programs and would be happy to discuss your needs and

plan a custom program that suits your business planning goals and resources.

Innovations + Design

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The purpose of this document is to provide a high level

overview of options for creating an innovation program that

maximizes your opportunity for success and starts product

development with clarity and commitment.

The innovation front-end is often where success or failure is

determined. Most companies have many ideas and are very

good at implementing a new product, but year after year,

consistently high new product failure rates are most often

attributed to mistakes made in the early stages of

development.

Whatever your business strategy, whether it’s to be an

innovation leader or to provide a competitive fast follow, if you

are trying to redefine consumer standards, create a new

category or to upgrade an existing product- the goals, the

measures, the approach, the tasks, the resources, the cost

and the time to market can vary depending on the nature of

the innovation.

The approaches in this document are examples of some of

the ways we can help work with you and are provided to

demonstrate that whatever we develop together, a program

with Innovations + Design is created to bridge the innovation

front-end with implementation.

Success Is Determined Early

Revolutionary/Radical

(New to the world. Changes the basis for competition. May create new consumer standards)

Next Generation/ Evolutionary (Replaces current products with significant improvements in

performance. Next generation of the category. Often a technology platform that can enable a line of new products.)

Incremental (Derivative products. Small changes or new

features. Minor improvements.)

N

atu

re of th

e In

novation

Tactical

(Defensive or fast follow.)

Making Innovation Tangible

Our starting point is always assumed to be at the exploratory or “Discovery Phase” of early product development also known as the

“front-end of innovation”. We always provide a program design that links this “Discovery Phase” with the “Development Phase” and

the “Implementation Phase” so that the path to market innovation is clear.

No matter what type of program design is chosen, our goals are:

1. To provide the client with consumer and technical insights that can be leveraged to create competitively advantaged

innovation

2. To provide a clear and actionable path to link the front-end of innovation with new product development and

implementation

3. To provide a program back-end that makes innovation tangible through design and development

4. To provide a program that produces measurable business results

Discovery Phase Development Phase Implementation Phase

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Innovation Front-End Innovation Back-End

Success Factor Goal Setting There are many questions, whose answers will help set goals and define the type of innovation program that will successfully

meet business goals and measures. For example, some questions would be: Are you exploring current consumer needs with

the current technical capability that you own? Are you looking to uncover evolving trends, evolving needs and existing

technologies that are outside of your current capability? Could we consider new technologies that are emerging towards

application? Are their potentially dramatic shifts that are about to change the competitive landscape?

Some additional questions would be:

Are you looking for new products, services or experiences?

Are you looking for new customers for your products?

Are you looking for new product categories to expand into?

Are you looking for an emerging new business opportunity?

Are you trying to identify an enabling new technology that

could grow your business?

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Success Factor Knowledge Building Real innovation exists at the intersection of evolving needs and evolving capability. Understanding the knowledge and capability

that a client possesses are key to having robust working knowledge for a successful innovation program. Defining the reach of

an innovation program is fundamental to successfully aligning business goals, client expectations and identifying knowledge

gaps in the program design.

Co

ns

um

er

an

d M

ark

et

Ne

ed

s

Business and Technical Capability

CU

RR

EN

T EM

ER

GIN

G FU

TU

RE

CURRENT EMERGING FUTURE

What product should we launch

next?

What project should we start

working on now?

What could we do?

What might be possible?

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We can help you answer:

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Ability to Deliver

Attra

ctiveness

Busin

ess/C

onsum

er D

esirability

Low High

Low

High

Success Factor Opportunity Analysis A key activity within our programs is to offer the client a way to analyze the attractiveness of an opportunity, regardless of current

capability. There are many ways to measure the attractiveness ; How attractive is the opportunity to the end user? How attractive is

the opportunity to the business? There are also many ways to look at your ability to deliver: Is the opportunity within our current

capability? Can we partner with someone? Could we in-source the technology? Can we out-source the manufacturing?

In the end, this is one way to start understanding which products you should launch next.

Success Factor Project Planning Portfolio One of the key deliverables within our programs is to offer the client a strategic portfolio of competitively advantaged innovations that

consist of both near-term and longer-term new product innovations and innovation projects. This strategic portfolio helps answer key

business planning questions ranging from; What impact will the innovation have on the market? Does it fit our strategy? How much

effort will we assume? What product could we launch next?, What projects should we start now?, What could we do?

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Create

(Fundamental feasibility needs to be established. New materials, chemistry and/or technologies required.)

Development Effort Certainty/Difficulty

Ma

rket Im

pact

Natu

re O

f T

he In

novation

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General Program Options

We have provided a range of very general options for various innovation programs. Each successive option provides a

higher level of client engagement and a corresponding level of innovation advantage. Once we understand your business

needs and goals we can provide a more targeted, custom program.

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Discovery Phase

Discovery Phase

Stage 1 Stage 2 Stage 3

Gate 0

Development Phase Implementation Phase

Discovery Phase Purpose:

1. Maximize the opportunity for high impact innovation to occur.

2. Establish fundamental business, technical and consumer feasibility.

3. Reduce risk / increase market success

Discovery Phase Goals:

1. To build a body of knowledge to uncover innovation at the intersection of emerging end user needs, wants and desires, enabling

technologies and market/consumer trends

2. To build a business rational to support the opportunity.

3. To provide a well rounded perspective on the innovation opportunity before entering development.

4. To center design and development on the end user.

5. To obtain Development Authorization and approval from senior management.

Key Discovery Phase Deliverables:

1. Business Opportunity Analysis

2. Marketing Brief

3. Technical Brief

4. Design Vision and Brief

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Discovery Phase Program Options We offer several options to build deeper insights and additional capability to create a more competitively

advantaged innovation position:

Mining • Innovation Asset Sweep: This type of program takes advantage of current knowledge and capability within the client

organization.

Leveraging • Knowledge and Capability Gap Filling: Review currently available knowledge outside the client organization and fill

the knowledge gaps within the organization. This could involve connecting with domain experts and mining

specialized secondary consumer, trend and technical research. This approach utilizes expert research skills to

uncover harder to find research.

Discovering • Proprietary Research & Knowledge Building: Proprietary consumer and technical knowledge and insights. This

could involve connecting with domain experts as well as designing and fielding proprietary custom research such as

in-situ qualitative research, applied ethnographic studies, purchase behavior and preferences, lifestyle, brand equity,

design trend and product usability research among many options.

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Discovery Phase Overview

Key Front-End Activities

The Innovation Program (Discovery Phase) could include the following key activities:

• Review and Planning Scope and goals setting, project planning

• Innovation Assessment Review organizational innovation readiness and recommendations

• Research Sweep Review current knowledge and capability

• Knowledge Gap Fill Explore currently available knowledge outside the organization

• Proprietary Research Design Design and field custom technical and consumer research studies

• Consumer Motivation, Behavior and Perception Modeling Understanding how consumers really think about their wants

and needs, their frame of reference, their perceptions and how that drives their behaviors

• Synthesis Insight and opportunity area identification

• Preliminary Ideation Initial brainstorming session(s)

• Design Concept Ideation Product concept creation

• Concept & Design Refinement Concept development, initial consumer review and refinement

• Customer Requirements Creation Key customer requirements

• Feasibility Study Business and consumer feasibility analysis

• Business Analysis Initial business case development. Key business and market analysis and goals

• Technology, Materials and Chemistry Development Finding and applying a technology, a new material and/or a

chemistry that exists outside the organization.

• Technical Analysis and Brief Proof of principle prototype and test, engineering design strategy, technology development

cost, preliminary technology development schedule, technology platform planning

• Marketing Brief Creation Key marketing plans and goals

• Product Design Guide Development Key design and engineering requirements. Key metrics (KPI’s). Preliminary Costing

• Design Vision and Brief Preliminary conceptual product design, key features, ID strategy.

• Development Request Creation Timing and resourcing planning. Schedule, milestones and key dates

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Development Phase

Discovery Phase

Advanced Development

Design & Engineering

Gate 0

Development Phase Implementation Phase

Development Phase Purpose

1. Drive development with clarity, commitment and speed.

2. Refine and enhance design and engineering requirements.

3. Adjust to changes and discoveries

Development Phase Goals

1. Maintain a commitment to the end user.

2. Infuse creativity and passion throughout development

3. Provide rapid feasibility assessment through small experiments

4. Make innovation tangible through prototyping

5. Rapidly visualize design and engineering direction and changes

6. Make risk transparent

Key Development Phase Deliverables

1. Key Performance Indicators and Measures

2. Technology Development

3. Brand Development

4. Design Development

5. Engineering Development

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Key (select) Development Phase Activities

The Innovation Program (Development Phase) could include the following key activities:

• Consumer Insight Development Develop and refine consumer needs, wants, desires, perceptions and motivations

• Consumer Concept Refinement Refining initial ideas with consumers to create valuable concepts that can guide product

development

• Key Performance Indicator Creation Converting customer requirements into key product design targets. Establish

measures for success

• Technology Refinement and Application Fitting an existing technology for a new use

• Brand Strategy and Development Creating a long-term emotional connection between your offerings and the consumer

• Industrial Design Making innovation tangible through sketching, CAD modeling, low resolution and high resolution

prototyping

• Usability and In-home Testing Early and often reality checks with end users

• Design For Manufacturing Guiding designs towards manufacturing capability and cost

• Preliminary Design Engineering Great design has power. We can provide an explicit link between design and engineering

early in the product development phase

Development Phase Overview

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Implementation Phase

Discovery Phase

Gate 0

Development Phase Implementation Phase

Implementation Phase

This is usually final product development cycle that leads up to mass production. Once the innovation has progressed to

the implementation phase, we can assist our client team in select ways throughout this final phase. In addition we have

access to a broad range of specialized experts to help with specific needs. Some of the ways we might be able to help

are:

• Package Design and Engineering

• External Supplier Qualification

• Process Design

• Manufacturing Infrastructure Development (internal and external) and Problem Solving

• Manufacturing Start Up Support

• Quality Assurance Systems and Training

• Certifications

• Marketing Claims Support

• Marketing Materials Support

• Sales Training

• Trade Show Support

• Customer Support Training

Tooling Release Authorization

MP

Product Launch

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Additional Innovation Paths

The program options proposed in this document are a very powerful path to innovation. There are additional and significant

options that could be considered including; alliances that have synergies in the areas of brand image, consumer need and or

technical capability. These synergies could lead to some significant joint development and/or co-branding opportunities. We

can also provide technology re-formatting, technology scouting, IP development, Forecasting and Innovation Road Mapping.

Once client needs and goals are clarified, we can discuss a suitable custom program.

For example, one of the most powerful drivers of innovation is integrating chemistry and materials science with physical

product design. We have chemistry and materials science partners that have a deep and successful background in research

and development with large organizations in the consumer goods space.

Discovery

Alliances &

Joint Development

Development

Consumer &

Technical Forecasting

Consumer &Technical Insight

Innovation Road Mapping

Technical Scouting

IP Development

Innovations + Design is proud to offer the following innovation partners as the key leaders in our client

programs and projects. We also have working relationships with over 40 experts in specialized areas in

front-end and back-end of new product development.

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Bryan deBlois, Founder and Thought Leader, Innovations + Design Bryan is an experienced product development and design leader with award winning background in breakthrough new products. His new product innovations have earned over $2B in topline revenue. The products he has helped create, design and develop have earned over a dozen professional awards for breakthrough design and product innovation. He has been named as an inventor in 30+ patents filed in 80 countries worldwide. Bryan is an inventor, designer and product development professional who is passionate about innovation, design and the power of collaboration. He earned a Bachelor of Science degree in industrial design and has served in both corporate and consulting product development roles for 30 years. Bryan has cross-trained for innovation with diverse assignments in design management, product marketing, market research, advanced development, and new business development. He was formerly Director of Industrial Design Engineering for Euro-Pro, a consumer products manufacturer and marketer. Prior roles included; Manager of Advanced Concept Development/RD&E with Schick/Wilkinson Sword Inc., Manager of New Business Development, Advanced Concept Development and Design Groups for Black & Decker’s North American Household Products Division. In 2011, Bryan founded Horizon Products Group LLC, to create and develop high impact, innovative new products for commercialization. In 2014, Bryan founded Innovations + Design to provide clients with strategic innovation and development services.

Innovations + Design

Frank Schiro President, Product Technology & Innovation, L.L.C. Frank Schiro is a strategic business and technical leader with 28 years experience at Procter & Gamble, Kraft Foods and Crayola. He has developed and led R&D organizations and has a proven track record of highly successful, innovative new products and packages across many product platforms including household care, personal care, food products and art & stationery products. At Procter & Gamble, Frank invented the world’s first laundry detergent with built-in fabric softener which doubled brand revenue; introduced Crest, Pampers, Dawn and Ace Lavaplatos into Latin America; and led a divisional cost savings initiative which saved over $20 million. Frank held a number of leadership positions in product development, package development, process development and strategic planning at Kraft Foods. He devised the technical infrastructure and strategic direction for the flavor ingredients business which grew revenue and profits in excess of 30% annually. He also designed the process for a new premium Tombstone pizza product line, which generated double digit growth and broadened the frozen pizza category. In his most recent corporate position, Frank was responsible for Global R&D, Engineering and Product Safety for Crayola. In this capacity, over 20 patents were issued which provide proprietary position and protection for innovative, business-building products and packages for the Crayola brand. Frank is a change agent and has transformed R&D organizations from technical services mindsets to proactive, consumer-focused product/package development roles. He is a ‘Consumer Fundamentals’ specialist, and works with companies to develop and implement ‘consumer insight based’ R&D to help drive competitively advantaged growth and profitability. He uses unconventional thinking and translates technologies across industries to develop innovative, “world’s first” products/packages. In 2002, Mr. Schiro founded Product Technology & Innovation, L.L.C. and currently serves as President.

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Tom Kirwan CEO / Partner, Bruno and Ridgway

Tom is a partner at Bruno & Ridgway research where he has worked for the past fourteen years. Tom has over 25 years of research experience encompassing a broad array of consumer and Rx product categories. Prior to joining B&R Tom had over 15 years corporate experience leading the research effort at major corporations such as General Mills, James River, and Church & Dwight. He has a broad base of experience encompassing both new business development and existing product research. Responsibilities included management and integration of marketing research, developmental research (R&D), sales analysis and consumer relations. Tom is skilled at understanding and defining marketing issues to help better define your research problem and objectives. His experience includes the application of a variety of statistical tools to provide better marketing insight. These include methods such as segmentation, conjoint analysis, discrete choice modeling and perceptual mapping, just to name a few. His background and research experience spans consumer products, retail, professional and business to business marketing.

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