Opportunity Identification

Coming up with ideas is easy.

Coming up with the right idea, at the right time is much more challenging. Bringing this idea to market in a timely manner increases the complexity exponentially.

We often hear clients talk about looking for the 'next big idea'. The idea that will take their business to the next level. And while they may not all succeed with developing 'the idea', most place a high level of importance on the activity.

Identifying the idea or strategy that will take your business to the next level is often a key priority for your management team, no matter whether it is looking to move from $50m to $100m or $1b to $5b.

So with such an important issue it is vital that the process of identifying this 'new' idea has a high level of rigour and risk assessment to it.

Cogentum works with organisations to identify new opportunities and validate that these opportunities are capable of delivering on the expectations. When assisting organisations in this endeavour we use structured process backed by world leading methodology to create significant opportunities.

Context

We build a body of knowledge about the existing markets and how well the existing solutions satisfy customer needs. This involves extensive analysis on identifying and assessing the forces at work and how they are likely to affect the future.

The jobs framework

The Jobs Framework provides the latest thinking on how to better understand your customers needs by analysing the "jobs" they are trying to get done. Opportunities can be identified by uncovering jobs for which there are currently no solutions in the market or by identifying jobs that other products and services do not satisfy well.

COMPETITIVE Solution set analysis

Analysis of customers use of and satisfaction with existing product and service solutions provides insights for where new value creation or market disruption may occur. By using the Jobs Framework to do this we are able to uncover a whole new perspective on what customers really want.

Building the Brief

After quantitative work is undertaken to validate and prioritise opportunities from the customers perspective, we build the concept brief. This brief can be used by your people, your customers or outside professionals to generate ideas, concepts and solutions.

This brief ensures that all new ideas generated are focussed on solving the customers problems and helping them get their important jobs done.

Developing Ideas

Creating concepts to a brief is usually surprisingly straightforward. Our briefs clearly articulate what the customer is trying to achieve, the jobs that are most important to them and all the other key issues that affect their decision making processes.

Cogentum facilitates the creative process with a range of tools and methodologies that are designed to help marketers, engineers, technical, and manufacturing staff "speak the same language" to create breakthrough concepts.This language is based on the understanding of the jobs that customers are trying to get done rather than features, benefits or specifications.

Further the Jobs Framework allows the clear matching between jobs and product or service features. A simple analysis can also be undertaken to indicate whether the concept is capable of delivering the additional value desired by customers. This provides a unique approach for the screening of ideas by the participants so that only the ideas that are best placed to meet customer needs are progressed.

Talk to Cogentum about generating more compelling and powerful concepts.