20102011
Workbook
Initial TPM - Ideation
Team
Alexandra Xavier
INESC Porto/MIETE
2010-2011
TPM tool – MIETE2010/2011
Worksheet Use
Worksheets are used throughout the week long course as an integral part of
the Algorithm. However, it is important that these Worksheets be used
correctly, or they will not only have negligible value, but consume your
valuable time.
The Worksheets
 Should not be filled out as a rote exercise
 Should be viewed as a guide to structure your discussions and data
gathering, a focus for your thinking, and as a check on your logic
processes
 Should not be limiting
 Should record some important contact information, and capture the
essence of your thinking
 Should be used as a support tools for the work you do within the
Algorithm
 Should not be used if they are unhelpful
AX @2011
Adapted from COHITEC 2005 & http://www.planware.org & Osterwalder&Pigneur, “ Business Model Generation”
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TPM tool – MIETE2010/2011
Worksheet: TPM
Project name: _____________________________________________________
Date: _____________________________
Remember the objective:
Alexandra Xavier@2011
AX @2011
Adapted from COHITEC 2005 & http://www.planware.org & Osterwalder&Pigneur, “ Business Model Generation”
Page 3
TPM tool – MIETE2010/2011
1. If technology push , describe again the Technology (technology description
workbook)

Describe technology (100 words)

List capabilities

List uniqueness
2. Generate ideas of products/services; the main input is:
 “In non-technical terms, describe the potential applications this technology
presents,#2 from technology description. Or
 Describe the idea/describe the problem ( use cards)- #7 from generating ideas
worksheet
Idea
Description
Idea 1: Name it
Idea 2: Name it
Idea n: Name it
3. Classify ideas:
“When looking around for business ideas, bear in mind that these could be based on any
of the following approaches:
A manufactured product where you buy materials or parts and make up the
product(s) yourself.
A distributed product where you buy product from a wholesaler, retailer, or
manufacturer.
A service which you provide. “
Fonte: http://www.planware.org
manufactured product
Idea 1
Idea 2
distributed product
service
Idea 1
….
4.
AX @2011
Adapted from COHITEC 2005 & http://www.planware.org & Osterwalder&Pigneur, “ Business Model Generation”
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TPM tool – MIETE2010/2011
5. Map ideas:
“Bear in mind that most good business ideas are not completely original. You may be
familiar with the following diagram which shows the possible combinations of existing/new
products/markets”. (Fonte: http://www.planware.org)
Existing Products/service New Products/service
Existing Markets
Idea 1
Idea 2
New Markets
Idea 3
New Business Model
Idea 1
Idea 3
6. Identify different segments for each idea. (IM matrix)
Main questions are:



From whom are we creating value?
Who are our most important customers?
Why we think so?
Idea
Market
Segments


Name 1
Name 2
Name n
Market
Segments
Market
Segments
From whom are we
creating value?
Who are our most
important customers?
X
why
X
why
X
why
X
why
X
why
AX @2011
Adapted from COHITEC 2005 & http://www.planware.org & Osterwalder&Pigneur, “ Business Model Generation”
Page 5
TPM tool – MIETE2010/2011
7. Describe each segment related to each idea. Answer the questions.
Market segment 1





What do people/organizations
use/buy?
What do they want and cannot
use/buy?
What do they use/buy and don't
like?
What are they buying more of?
What are the user’s needs?
8. Identify products/services and look at changing with a view to ( especially
if products exists):
Making them larger/smaller, lighter/heavier, faster/slower
Changing their color, material or shape
Altering their quality or quantity
Increasing mobility, access, portability, disposability
Simplifying repair, maintenance, replacement, cleaning
Introducing automation, simplification, convenience
Adding new features, accessories, extensions
Changing the delivery method, packaging, unit size/shape
Improving usability, performance or safety
Broadening or narrowing the range
Improving the quality or service.
Fonte: http://www.planware.org
AX @2011
Adapted from COHITEC 2005 & http://www.planware.org & Osterwalder&Pigneur, “ Business Model Generation”
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TPM tool – MIETE2010/2011
9. Value proposition : Looking for (4 & 7) and answer the questions ( use the
check list)
Idea
Market Segment 1
 Which one of our
customer’s problems
are we helping to
solve?
 Witch customer
needs are we
satisfying?
Name 1
What value do we deliver to
the customer?
Market Segments 2
Market Segments 3
X
why
Name 2
What value do we
deliver to the customer?
Name n
(…)
(…)
10.Build the initial TPM
AX @2011
Adapted from COHITEC 2005 & http://www.planware.org & Osterwalder&Pigneur, “ Business Model Generation”
Page 7
TPM tool – MIETE2010/2011
AX @2011
Adapted from COHITEC 2005 & http://www.planware.org & Osterwalder&Pigneur, “ Business Model Generation”
Page 8