© Paresh Bhagwatkar, 2011May be used in whole or part with attribution and without permission

Internal Attribute Market Place

Problem

Traditionally products were made for certain industry, application, and/ or customer

There is a hidden potential for cross application of products This translates into unrealized innovation assets and unrealized

revenue Customers specify problems, application and requirement

Old Model - Marketing aligned by business

C1

Products/ Solutions BusinessesCustomers

C2

Marketing

Marketing

Marketing

Marketing aligned by business

Desired Marketing aligned by application industry

C1

Products/ Solutions

Businesses Customers

C2

Marketing

Marketing

Marketing Aligned by

industry/application

Single point of contact by

customer or customer-business

Ideal Situation – Attribute Market Place and Marketing aligned by application industry

C1

Products/ Solutions

Businesses Customers

C2

Marketing

Marketing/

Solution

Partner

Marketing Aligned by

industry/application

Attribute/ Characteristic Market Place

ProductsAttributes Problems

ApplicationsProduct

Expert

Product

Expert

Product

Expert

R&D

R&D

R&D

ProblemsApplicationsAttributes

ProductsAttributes

Research Triggers

Summary of Attribute Marketplace

Marketing becomes solution partner Customer states problem, application, and/ or requirement Marketing/ Solution partners collaborate with customer to define

required attributes Marketing/ Solution partners take attributes, application, problem,

and requirement to market place Product experts identify which products fit which attributes and

application Product experts may define new need to researchers to come up

with products that match attributes Market place

• This would be an online community enabled repository of products• Interactions would be enabled• Massively search attributes of products to match required attributes or

other way Industry best suited for attribute market place concept is Chemical

Industry

Contact

Paresh Bhagwatkar• paresh@pareshbhagwatkar.com• 973-495-9913

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