PDMA学习体会课件

PDMANPDP培训交流材料深圳杨飞PDMA学习体会NPDP培训内容PDMA作为一个非盈利、学术性组织，整理了一套新产品开发知识体系——NPD-BOKNPDP培训为PDMA新产品开发专家认证的考前辅导（相当于“冲刺班”。因此，其内容主要是介绍NPD知识体系框架，大量的详细的内容仍需要课外自学。该课程主要讲述了一些概念的理解，由于通用性的考虑，因此，对于如何实现与操作并没有多少涉及本交流材料主要将该课程所涉及的一些重要概念进行介绍，其中很多内容在IPD、PACE中都有涉及或有相关内容。PDMA学习体会NPDProcessFrameworkNPDStrategyMarketingResearchNewProductProcessLifecycleMgt.PortfolioMgt.Tools&MetricsPeople&TeamPDMA学习体会NPDStrategyMission，Vision，CorevaluesbusinessstrategyproductstrategyCoreStrategicVisionPlatformStrategyMarketStrategyTechnologyStrategyPDMA学习体会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学习体会Marketportfolioassessment-BCGMatrixPDMA学习体会AnsoffMatrixPDMA学习体会TechnologyStrategySustainingvs.DisruptiveTechnologiesSustainingTechnologiesDiscontinuousorradicalorincrementalImprovetheperformanceofestablishedproducts,perhistoricvaluesofmainstreamcustomersDisruptivetechnologies(eg.Injet-printer)Near-termworseproductperformanceIntroduceadifferentvaluepropositionHavecertainfeaturesthatfringecustomersvalue-cheaper,simpler,smaller,moreconvenient,etc.PDMA学习体会Definingandunderstanding“platform”Acoredevelopmentprojectthattypicallyhasadesignlifeofseveralyearsandestablishesthebasicarchitectureforasetoffollow-onderivativeprojects—WheelwrightandClarkUnderlyingstructuresorbasicarchitecturesthatarecommonacrossagroupofproductsorthatwillbethebasisofaseriesofproductscommercializedoveranumberofyears.–PDMAGlossaryAproductplatformisacollectionofthecommonelements,especiallytheunderlyingdefiningtechnology,implementedacrossarangeofproducts.Ingeneral,aplatformisthelowestcommondenominatorofrelevanttechnologyinasetofproductsoraproductline..Aproductplatformisasetofsubsystemsandinterfacesthatformacommonstructurefromwhichastreamofderivativeproductscanbeefficientlydevelopedandproduced.–MeyerandLehnerd.PDMA学习体会ProductInnovationCharters(PICs)这与IPD中的Charter是基本一致的TheproductinnovationcharterorPICforshortisawrittenstrategydocumentthatfocusesdomainsofinnovation—eachanopportunity.Itclearlyremindsthatthisstrategyisforproducts,notprocessesorotheractivities.ItisforinnovationItisacharter—adocumentthatgivestheconditionsunderwhichanorganizationwilloperate.PDMA学习体会PortfolioManagementtypesofprojectsintheportfolioBreakthrough-全新产品项目（可能引入新技术、新市场等）Derivative-派生项目Platform-平台项目Support–支撑性项目（例如修改现有产品缺陷等）AllthemeaningfulparametersforobtainingbalanceinaportfolioRiskvs.rewardEasevs.attractivenessCostvs.benefitFinancialmethods:NetPresentValue(NPV)ReturnonInvestment(ROI)Economicvalueadded(EVA)Non-financialMethodsScoringModelsPDMA学习体会GateCriteriaCommongate1-3criteriaFitwithstrategyClearlydefinedmarketneedProjectfeasibilitySizeofopportunity/marketattractivenessProductadvantageEnvironmental,health&SafetyConsiderationsReturnvs.riskNoshowstoppersAbilitytoleverageresourcesAppropriatenessofactionplanPDMA学习体会NPDProcessStageGateReviewOfProcess(n=3-7)StartStagecompletedMeetGateCriteria?GotoNextstageRevise&ExcutePlancanCriteriabemeet?ArchiveProjectYesYesNoNoPDMA学习体会Process——ThekeyactivitiesforeachstageOpportunityidentificationStrategicfitMarketattractivenessTechnicalfeasibilityKillervariablesConceptGenerationstageProblem-basedideationPursuinginsidesourcesPursuingoutsidesourcesPreliminarytechnicalassessmentPreliminarymarketassessmentConceptevaluationMarketrequirementanalysisDefineproductattributesSalesforecastingandfinancialananlysisSomeusequalityfunctiondeployment(QFD)ConcepttestingPDMA学习体会Process——ThekeyactivitiesforeachstageDevelopstageDevelopprototypesProductusetestingDesignfor…)e.g.manufacturing,serviceetc.)(DFX)StrategiclaunchplanningOperations(production)planningResolveregulatory/legalissuesLaunchStageMarkettestingImplementstrategiclaunchplanLaunchmanagementImplementoperationsTransfertomainstreambusinessPDMA学习体会ThekeydeliverablesforeachstageOpportunityidentificationstage--Productinnovationcharter(PIC)Conceptgenerationstage—productconceptstatementConceptevaluationstage--Productprotocol;BusinesscaseDevelopmentstage–provenproductprototype;updated(comprehensive)businesscaseLaunchstage–newproductintroductionPDMA学习体会ProductprotocolWhatneedstobedonetodotheworkCommunicatesessentialstoallplayers,leadingtointegratedactions,providingtargetsanddirectionforoutcomesDefinesthelengthoftheprocessorcycletimesDefinesrequirementsintermsthatcanbemeasured.PDMA学习体会differingprocessesDifferentcompanieshavedifferentprocess,becausetheyhavedifferent_OrganizationalculturePaceofmarketchangeCapitalintensityTechnologyhurdles（障碍）Someknownsystemsinclude:StagegatePhasereviewPACEprocessPDMA学习体会Tools&MetricsFinancialanalysistools:Newpresentvalue(NPV)Returnoninvestment(ROI)Economicvalueadded(EVA)Financialanalysis/forecastingtools:SalepriceSalesforecastsProductscostCapitalexpenditures(equip,facilities,R&D,etc.)Taxes,Depreciation（折旧）,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学习体会一些常见内容项目管理(基本与PMI的内容一致）seniormanagerscanbestinfluenceScope/PerformanceBudget/CostSchedule/Time风险管理ThevariousapproachestoideagenerationDivergentthinking(Brainstorming)ConvergentthinkingProblem-basedideationPDMA学习体会不同类型新产品的指标之不同NewtotheworldCustomeracceptanceMetprofitgoalsIRRorROICompetitiveadvantageNewtothecompanyMarketsharegoalsRevenuegoalsCustomersatisfactionMetprofitgoalsCompetitiveadvantageProductimprovementsCustomersatisfactionMarketshareorrevenueMetprofitgoalsCompetitiveadvantageLineextensionsMarketsharegoalsMetprofitgoalsCompetitiveadvantageRepositioningsCustomeracceptanceMetprofitgoalsCompetitiveadvantageCostreductionsRevenuegoalsMetmargingoalsMetperformancespecsMetqualityspecsPDMA学习体会breakevenpoint（营收平衡点）13579111315171921232535600050004000300020000Profit(利润)BreakevenpointRevenue（收入）DevelopmentinvestmentexpenseProgramlaunchMonthsfromprogramstartCumulativedollarsPDMA学习体会MostusefulsuccessmeasuresbybusinessstrategyProspector%profitsfromproducts<NyearsoldDegreethattoday’sproductsleadtofutureopportunities%salesfromproducts<NyearsoldAnalyzerDegreethatnewproductsfitbusinessstrategyDevelopmentprogramROI%profitsfromproducts<NyearsoldSuccess/failurerateDefenderDevelopmentprogramROIDegreethatnewproductsfitbusinessstrategyReactorDevelopmentprogramROISuccess/failurerateDegreethatnewproductsfitbusinessstrategySubjective（主观的）overallprogramsuccessPDMA学习体会MarketResearchtoolsSecondaryresearchFocusgroupsCustomervisitsSurveysConcepttestingProductusetesting,(Fieldtestingorusertesting)MarkettestingPDMA学习体会ThedifferencesbetweenprimaryandsecondaryresearchForsecondarymarket—RelativelyquickRelativelyinexpensiveMaybetheonlysourceforcertainkindsofinformationProvidesacontextforprimarymarketresearchOutsideviewcanbesupportiveProfessionalhelpisreadilyavailable.PDMA学习体会Theadvantageanddisadvantageof:customervisitsAdvantage：VisitingyourcustomercanhavetremendousimpactFace-to-facecommunicationprovideslotsofinformationOneofthebestmeansofdevelpingacustomerviewpointinteammemberswhousuallydon’thavemuchcustomercontactFisrt-handexperienceiscompellingPromotesdeeperunderstanding.Disadvantage:PotentialforinterviewerbiasInstabilityandimprecisioninsmallsamplesPDMA学习体会Theadvantageanddisadvantagesof:surveysAdvantage:DescriptivePreciseObjective(whendonecorrectly)ExcellentstatisticaltoolsavailableShowsdifferencesbetweengroupsMorepowerfulwhenrepeatedovertimeDisadvantage:Learnwhat,butnotnecessarilywhyNotagooddiscoverytoolRelyonself-reporteddataNotrewarding(tothesurveyparticipant),soyoumightgetshallowdata.OnlyasgoodasthesamplesurveyedMaynotreflectgroupdecision-makingprocessesPDMA学习体会Theadvantagesanddisadvantageof:concepttestingAdvantage:HelpsdeterminebuyerneedforproductorserviceSavestimeandmoneyCanuseoneofseveralformatstosuittargetaudienceandobjectivesoftestReasonablyconfidentialCanlearnalotaboutbuyerthinking;segmentsandpositioningcanbedevelopedintandemwithconcept.DisadvantageSomedevelopersrefusetodoResultscanbemismanagedPeoplefinditdifficulttoreacttoentirelynewconceptswithoutalearningperiodStimulusofconceptstatementverybriefEnvironmentcanchangebythetimeproductismarketedCertainattributescannotbemeasuredinaconcepttestCharacteristichumanbehaviorcanskew(倾斜)resultsPDMA学习体会Theadvantageanddisadvantageof:productusetestingAdvantage:RealenvironmentcanuncoverproductstrengthsandweaknessothermethodsmissEarlyseedingofthemarketUsedinselectedenvironmentstotestinternalreadinessDisadvantage:Canbedisastrous（损失惨重的）ifnothandledproperlyCustomerschedulescanconflictwithdevelopmentschedulesCanleadtoone-offstosatisfytestcustomersPDMA学习体会Theadvantageanddisadvantageof:markettestingAdvantage：LeadstosolidforecastsofdollarandunitsalesvolumeProvidesdiagnosticinformationtohelpimprovelaunchcomponentsDisadvantage:CantakemoretimethansomemaywanttoallowinfastlaunchsituationSometimesdoesn'tprovidevalueproportional（相称的）toinvestmentneededtoconducttestPDMA学习体会组织结构特点（Team）TypestrengthWeaknessFunctionalOptimaluseofresources,expertise,depth,scaleeconomiesControlandaccountability

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