PDMA學習體會課件

PDMANPDP培訓交流材料深圳楊飛PDMA學習體會NPDP培訓內容PDMA作為一個非盈利、學術性組織，整理了一套新產品開發(fā)知識體系——NPD-BOKNPDP培訓為PDMA新產品開發(fā)專家認證的考前輔導（相當于“沖刺班”。因此，其內容主要是介紹NPD知識體系框架，大量的詳細的內容仍需要課外自學。該課程主要講述了一些概念的理解，由于通用性的考慮，因此，對于如何實現與操作并沒有多少涉及本交流材料主要將該課程所涉及的一些重要概念進行介紹，其中很多內容在IPD、PACE中都有涉及或有相關內容。PDMA學習體會NPDProcessFrameworkNPDStrategyMarketingResearchNewProductProcessLifecycleMgt.PortfolioMgt.Tools&MetricsPeople&TeamPDMA學習體會NPDStrategyMission，Vision，CorevaluesbusinessstrategyproductstrategyCoreStrategicVisionPlatformStrategyMarketStrategyTechnologyStrategyPDMA學習體會ProductStrategyMilesandSnowTypesProspectors—Innovators,firsttomarketandtoadoptnewtechnologies.Analyzers—Fastfollowers,oftenbetterproductsDefenders—MaintainnicheinstablemarketReactors—RespondonlyunderduressCooper’sFiveStrategyScenariosDifferentiated–Technologicallysophisticated,highfitandfocus,strongmarketorientationLowBudget,Conservative-lowR&D,copycat,undifferentiatedproductsTechnologyPush-technicallysophisticated,lowinmarketorientation,fitfocus,orsynergyNotintheGame-Unsophisticated,low-tech,low-risk,copycat,simple/maturetechnologies.HighBudget,Divers-HeavyR&D,nodirection,synergy,fitorfocus-”bullinachinashop”PDMA學習體會Marketportfolioassessment-BCGMatrixPDMA學習體會AnsoffMatrixPDMA學習體會TechnologyStrategySustainingvs.DisruptiveTechnologiesSustainingTechnologiesDiscontinuousorradicalorincrementalImprovetheperformanceofestablishedproducts,perhistoricvaluesofmainstreamcustomersDisruptivetechnologies(eg.Injet-printer)Near-termworseproductperformanceIntroduceadifferentvaluepropositionHavecertainfeaturesthatfringecustomersvalue-cheaper,simpler,smaller,moreconvenient,etc.PDMA學習體會Definingandunderstanding“platform”Acoredevelopmentprojectthattypicallyhasadesignlifeofseveralyearsandestablishesthebasicarchitectureforasetoffollow-onderivativeprojects—WheelwrightandClarkUnderlyingstructuresorbasicarchitecturesthatarecommonacrossagroupofproductsorthatwillbethebasisofaseriesofproductscommercializedoveranumberofyears.–PDMAGlossaryAproductplatformisacollectionofthecommonelements,especiallytheunderlyingdefiningtechnology,implementedacrossarangeofproducts.Ingeneral,aplatformisthelowestcommondenominatorofrelevanttechnologyinasetofproductsoraproductline..Aproductplatformisasetofsubsystemsandinterfacesthatformacommonstructurefromwhichastreamofderivativeproductscanbeefficientlydevelopedandproduced.–MeyerandLehnerd.PDMA學習體會ProductInnovationCharters(PICs)這與IPD中的Charter是基本一致的TheproductinnovationcharterorPICforshortisawrittenstrategydocumentthatfocusesdomainsofinnovation—eachanopportunity.Itclearlyremindsthatthisstrategyisforproducts,notprocessesorotheractivities.ItisforinnovationItisacharter—adocumentthatgivestheconditionsunderwhichanorganizationwilloperate.PDMA學習體會PortfolioManagementtypesofprojectsintheportfolioBreakthrough-全新產品項目（可能引入新技術、新市場等）Derivative-派生項目Platform-平臺項目Support–支撐性項目（例如修改現有產品缺陷等）AllthemeaningfulparametersforobtainingbalanceinaportfolioRiskvs.rewardEasevs.attractivenessCostvs.benefitFinancialmethods:NetPresentValue(NPV)ReturnonInvestment(ROI)Economicvalueadded(EVA)Non-financialMethodsScoringModelsPDMA學習體會GateCriteriaCommongate1-3criteriaFitwithstrategyClearlydefinedmarketneedProjectfeasibilitySizeofopportunity/marketattractivenessProductadvantageEnvironmental,health&SafetyConsiderationsReturnvs.riskNoshowstoppersAbilitytoleverageresourcesAppropriatenessofactionplanPDMA學習體會NPDProcessStageGateReviewOfProcess(n=3-7)StartStagecompletedMeetGateCriteria?GotoNextstageRevise&ExcutePlancanCriteriabemeet?ArchiveProjectYesYesNoNoPDMA學習體會Process——ThekeyactivitiesforeachstageOpportunityidentificationStrategicfitMarketattractivenessTechnicalfeasibilityKillervariablesConceptGenerationstageProblem-basedideationPursuinginsidesourcesPursuingoutsidesourcesPreliminarytechnicalassessmentPreliminarymarketassessmentConceptevaluationMarketrequirementanalysisDefineproductattributesSalesforecastingandfinancialananlysisSomeusequalityfunctiondeployment(QFD)ConcepttestingPDMA學習體會Process——ThekeyactivitiesforeachstageDevelopstageDevelopprototypesProductusetestingDesignfor…)e.g.manufacturing,serviceetc.)(DFX)StrategiclaunchplanningOperations(production)planningResolveregulatory/legalissuesLaunchStageMarkettestingImplementstrategiclaunchplanLaunchmanagementImplementoperationsTransfertomainstreambusinessPDMA學習體會ThekeydeliverablesforeachstageOpportunityidentificationstage--Productinnovationcharter(PIC)Conceptgenerationstage—productconceptstatementConceptevaluationstage--Productprotocol;BusinesscaseDevelopmentstage–provenproductprototype;updated(comprehensive)businesscaseLaunchstage–newproductintroductionPDMA學習體會ProductprotocolWhatneedstobedonetodotheworkCommunicatesessentialstoallplayers,leadingtointegratedactions,providingtargetsanddirectionforoutcomesDefinesthelengthoftheprocessorcycletimesDefinesrequirementsintermsthatcanbemeasured.PDMA學習體會differingprocessesDifferentcompanieshavedifferentprocess,becausetheyhavedifferent_OrganizationalculturePaceofmarketchangeCapitalintensityTechnologyhurdles（障礙）Someknownsystemsinclude:StagegatePhasereviewPACEprocessPDMA學習體會Tools&MetricsFinancialanalysistools:Newpresentvalue(NPV)Returnoninvestment(ROI)Economicvalueadded(EVA)Financialanalysis/forecastingtools:SalepriceSalesforecastsProductscostCapitalexpenditures(equip,facilities,R&D,etc.)Taxes,Depreciation（折舊）,Etc.A-T-A-R(aware-trial-availability-repeat)其他的工具只是提及，例如CAD、DFX、FMEA、CAE、QFD、RapidPrototyping等PDMA學習體會一些常見內容項目管理(基本與PMI的內容一致）seniormanagerscanbestinfluenceScope/PerformanceBudget/CostSchedule/Time風險管理ThevariousapproachestoideagenerationDivergentthinking(Brainstorming)ConvergentthinkingProblem-basedideationPDMA學習體會不同類型新產品的指標之不同NewtotheworldCustomeracceptanceMetprofitgoalsIRRorROICompetitiveadvantageNewtothecompanyMarketsharegoalsRevenuegoalsCustomersatisfactionMetprofitgoalsCompetitiveadvantageProductimprovementsCustomersatisfactionMarketshareorrevenueMetprofitgoalsCompetitiveadvantageLineextensionsMarketsharegoalsMetprofitgoalsCompetitiveadvantageRepositioningsCustomeracceptanceMetprofitgoalsCompetitiveadvantageCostreductionsRevenuegoalsMetmargingoalsMetperformancespecsMetqualityspecsPDMA學習體會breakevenpoint（營收平衡點）13579111315171921232535600050004000300020000Profit(利潤)BreakevenpointRevenue（收入）DevelopmentinvestmentexpenseProgramlaunchMonthsfromprogramstartCumulativedollarsPDMA學習體會MostusefulsuccessmeasuresbybusinessstrategyProspector%profitsfromproducts<NyearsoldDegreethattoday’sproductsleadtofutureopportunities%salesfromproducts<NyearsoldAnalyzerDegreethatnewproductsfitbusinessstrategyDevelopmentprogramROI%profitsfromproducts<NyearsoldSuccess/failurerateDefenderDevelopmentprogramROIDegreethatnewproductsfitbusinessstrategyReactorDevelopmentprogramROISuccess/failurerateDegreethatnewproductsfitbusinessstrategySubjective（主觀的）overallprogramsuccessPDMA學習體會MarketResearchtoolsSecondaryresearchFocusgroupsCustomervisitsSurveysConcepttestingProductusetesting,(Fieldtestingorusertesting)MarkettestingPDMA學習體會ThedifferencesbetweenprimaryandsecondaryresearchForsecondarymarket—RelativelyquickRelativelyinexpensiveMaybetheonlysourceforcertainkindsofinformationProvidesacontextforprimarymarketresearchOutsideviewcanbesupportiveProfessionalhelpisreadilyavailable.PDMA學習體會Theadvantageanddisadvantageof:customervisitsAdvantage：VisitingyourcustomercanhavetremendousimpactFace-to-facecommunicationprovideslotsofinformationOneofthebestmeansofdevelpingacustomerviewpointinteammemberswhousuallydon’thavemuchcustomercontactFisrt-handexperienceiscompellingPromotesdeeperunderstanding.Disadvantage:PotentialforinterviewerbiasInstabilityandimprecisioninsmallsamplesPDMA學習體會Theadvantageanddisadvantagesof:surveysAdvantage:DescriptivePreciseObjective(whendonecorrectly)ExcellentstatisticaltoolsavailableShowsdifferencesbetweengroupsMorepowerfulwhenrepeatedovertimeDisadvantage:Learnwhat,butnotnecessarilywhyNotagooddiscoverytoolRelyonself-reporteddataNotrewarding(tothesurveyparticipant),soyoumightgetshallowdata.OnlyasgoodasthesamplesurveyedMaynotreflectgroupdecision-makingprocessesPDMA學習體會Theadvantagesanddisadvantageof:concepttestingAdvantage:HelpsdeterminebuyerneedforproductorserviceSavestimeandmoneyCanuseoneofseveralformatstosuittargetaudienceandobjectivesoftestReasonablyconfidentialCanlearnalotaboutbuyerthinking;segmentsandpositioningcanbedevelopedintandemwithconcept.DisadvantageSomedevelopersrefusetodoResultscanbemismanagedPeoplefinditdifficulttoreacttoentirelynewconceptswithoutalearningperiodStimulusofconceptstatementverybriefEnvironmentcanchangebythetimeproductismarketedCertainattributescannotbemeasuredinaconcepttestCharacteristichumanbehaviorcanskew(傾斜)resultsPDMA學習體會Theadvantageanddisadvantageof:productusetestingAdvantage:RealenvironmentcanuncoverproductstrengthsandweaknessothermethodsmissEarlyseedingofthemarketUsedinselectedenvironmentstotestinternalreadinessDisadvantage:Canbedisastrous（損失慘重的）ifnothandledproperlyCustomerschedulescanconflictwithdevelopmentschedulesCanleadtoone-offstosatisfytestcustomersPDMA學習體會Theadvantageanddisadvantageof:markettestingAdvantage：LeadstosolidforecastsofdollarandunitsalesvolumeProvidesdiagnosticinformationtohelpimprovelaunchcomponentsDisadvantage:CantakemoretimethansomemaywanttoallowinfastlaunchsituationSometimesdoesn'tprovidevalueproportional（相稱的）toinvestmentneededtoconducttestPDMA學習體會組織結構特點（Team）TypestrengthWeaknessFunctionalOptimaluseofresources,expertise,depth,scaleeconomiesControlandaccountability

CareerpathcongruenceLackofbreadthRigid,bureaucraticTask-notproject-orientedSlow,disjointedTurf(草根)/