BIC Eryri presentation on:
Creativity and Innovation
in NPD
Dafydd Glyn Davies
Chief Executive
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
Aim to Cover

BIC Eryri: 5 minute tour

Business development realities/challenges

NPD vs Offer Development

Key BIC Eryri approaches

Creativity and Innovation in action
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
BIC Eryri

North Wales based innovation services business

NPD, marketing, creativity, MR, IP exploitation,
technology venturing and project management

Across all sectors: food, environmental,
healthcare, ICT, electronics, marine, construction

Currently undertaking £25M+ projects
increasingly international in scope

13 F/T staff + 10 assocs

www.bic-eryri.com for more info
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
Realities and Challenges
Global Competition
Firefighting vs strategy
Short life cycles/pace
Lack of capital vs IRR
Tekkies and technologies
Staff and skills
Today vs tomorrow
Trade restructuring
(Bloody) Regulations
Customer expectations
ICT/new media
IP and other animals
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
NPD vs Offer Development

NPD = New Product Development
design, prototyping, alpha/beta testing, launch

Offer Development = “the full monty”
commercial proposition
consumer (and trade) positioning
brand and packaging
product and service package
consumer and trade promotions

At BIC Eryri NPD = Offer Development
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
Approaches to NPD

Iterative process focused upon delivery of
COMMERCIAL PROPOSITION and POSITIONING

MUST be driven from top, delivered from bottom

Typical elements:
current market and target customer dynamics
2-5 yrs ahead: via mapping, projective work
assessment of client strategies, resources
obsession with marketing rather than tech.
clear product/tech specs, part of offer dev.
interactive feedback: product/offer concepts
total project management
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
Creativity
Stimulus Material
Left Side
Right Side
Research, Logical,
Analytical Thinking
Create / Intuitive
Thinking
screen & evaluate
sensible ideas
generate loads of
wacky, way out
ideas
Promising Ideas >
Offer Development
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
Concept Development

Expressions of ideas for products, offer,
businesses ....feedstock of NPD

A “black art” for MR, for comms and pre-selling

Benefits: bring ideas to life, people react, process
of crystallisation

Extensively utilised from start to finish to check on
fundamentals to specific of marketing mix

BIC Eryri: businesses, ventures, products,
technologies, brands, positionings, promotions
.....alongside in-depth MR
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
Halen Mon
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
Aber Instruments
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003
CAWS – Welsh Cheese Producers
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003

Diolch / Thank you

www.bic-eryri.com
Creativity and Innovation in NPD
BIC Eryri
20 Feb 2003