lessons learned march 2015
TRANSCRIPT
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Lessons Learned: an Entrepreneur Using Stage-Gate™ to Guide a Project
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Turning the black whole of innovation into a quality process
• Quality management
• What is and Why use Stage-Gate
• Invasive bighead and silver carp pesticide project as a case study
• What is gained by using Stage-Gate
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My beliefs on Business
• Cooper’s Stage-Gate™ is a process allowing for quality management of investment/product development decision
• Porter’s Five Forces is a process for market research of a company, industry or market.
• Plan Do Check Act!
“In God we trust. All others bring data” W.
E. Deming
• What does the data mean?
• What actions are needed to meet my goal?
“Insanity: doing the same thing over and
over again and expecting different
results” Albert Einstein
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Discovery Stage
Stage
2
Build
Business Case
Stage
4
Testing & Validation
Gate
3
Stage
5
Launch
Gate
4
Stage
3
Development
Gate
2
Post-Launch Review
Source: R. Cooper, Winning with New Products (2001)
Stage-Gate™ is a Process that guides an innovation project to a speedy conclusion
Interim Approval
Approve Project
Review of Development Results
Gate
1
Product Release
Gate
5
Scoping
Stage
1
4
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Why Innovation Process is Important
ROI Focus on Solving a Problem
Choose the Right Problem
Develop Competitive Advantage
Minimize Expense Ensure
dealing with “Brutal Facts”
Keeps Project Focused
Speed to Market
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The Scope: Porter’s 5 Forces
USGS
MJSTI Rotenone
Federal Government accepts that
Asian carp are here and stops
trying to control
FWS
State Conservation
Agencies
Prize too small & barriers to entry
too high for corporations
Specialty Chemicals
Commodity Chemicals
Process/Toll Mfg.
Market Competition, market size
~$5 MM
Indirect Competition
Suppliers
Potential New Entrants
Customers
1
3
2
4 5
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The Business Plan If Asian carp establish in the Great Lakes, ~$7 billion water recreation industry is jeopardized
Problem: No safe pesticide, Federal government spent $260 million from 2008 to 2013, pesticide needed to control Asian carp population, one of several tactics to control Asian carp
Goal: To make money killing Asian carp, Size of prize: ~$5 million
Specifications: Effective & Selective; Environmentally Safe; Low Cost
The Competitive Advantage: Potential for Patent, some protection for new application pesticide filing
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Stage-Gate™ Progress
Scope
• Understand market including competition, propose technical ideas
• Outline market potential in dollars and estimate profitability
Business Plan
• Detailed market report, including product specifications, understand risks, match capabilities to project requirements
• Development plan
Development
• Made prototypes, juvenile and adult bighead carp consumed
• Failed to prove toxicity to bighead carp
Testing and Validation
• Obtain EPA and State agency approval
• Scale up production
• Sales Plan approved
Sell
• Obtain orders
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Project Capabilities Analysis
Capability Plan Actual Known Steps, Actual
Business Mgn; Mkt Research, Plan
MJS Completed, took and used Kauffman’s FastTrack coarse
Known 0
Specifications MJS Developed & followed Developed 0
Technical Concept MJS MJS, research Unknown 2
Industry Contacts Develop Obtained as needed, Networking Developed 0
Funding Indiegogo, grants
Consulting funded project, limited resources
Results, Contacts
2
Fish Testing University Harrison Fishery, USGS Known 1
Technical expertise University USGS, Harrison, Contacts Developing 1 to 2
Manufacturing Outsource, 2 NDAs
Equipment Mfg. to make prototypes, Mfg. interested, RM supported with samples
Known 0
Manufacturing Understanding
MJS knowledge
MJS knowledge, Equipment Mfg. Known 0 to 1
Legal Outsource Outsourced Known 0 to 1
Regulatory Outsource Networking, EPA, USGS EPA 1
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What went well
Wrote and followed a plan
“Brutal Facts!”
Listen, Ask, and Learn, Learn, Learn!
Analyzed results and made changes, consistent with plan
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What could be improved Filed Provisional
Patent
Lack of Funding
Limited Fish Technical Resources
Spent 3 to 4 months Consulting for funds
Limited Fish Toxicity Discussions
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Reworked Project Analysis
Capability Plan Known Steps, Actual
Actions Steps, Rework
Business Mgn; Mkt Research, Plan
MJS Known 0 Update market 0
Specifications MJS Developed 0 0
Technical Concept MJS Unknown 2 Research fish physiology 1
Industry Contacts Develop Developed 0 Increased 0
Funding Indiegogo, grants Results, Contacts 2 Partnership 1
Fish Testing University Known 1 USGS agreement 0 to 1
Technical expertise University Developing 1 to 2 USGS, Partnership 1
Manufacturing Outsource, 2 NDAs Known 0 Contacts 0 to 1
Manufacturing Understanding
MJS knowledge Known 0 to 1 Experience, contacts 0 to 1
Legal Outsource Known 0 to 1 0 to 1
Regulatory Outsource EPA 1 Contacts 1
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Discovery Stage
Stage
2
Build
Business Case
Stage
4
Testing & Validation
Gate
3
Stage
5
Launch
Gate
4
Stage
3
Development
Gate
2
Post-Launch Review
Source: R. Cooper, Winning with New Products (2001)
Stage-Gate™
Interim Approval
Approve Project
Review of Development Results
Gate
1
Product Release
Gate
5
Scoping
Stage
1
13
Rework or Kill
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By Following the Stage-Gate™ Process
I had a Guide
Keep focus on goal & moving
project forward
Identified Key Issues and
forced their resolution
Minimized the Loss
Stage-Gate™ is Speed to Market!
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Thank You for your support
• Harrison Fishery, (660) 423-5482: Curtis Harris and Brandon Handquist; if you need fish, please call Harrison
• USGS: Duane Chapman, Mark Gaikowski, Robin Calfee, Jon Amberg and Ed Little
• Especially my wife
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MARKET RESEARCH PROJECT MANAGEMENT DISRUPTIVE SOLUTIONS
Maurice Sadowsky
MJSTI Corporation
Overland Park, KS
[email protected]; 913-239-9037, Cell: 302-559-2998