Discovery Phase: Exploration for Value Proposition Design

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1 Discovery Phase: Exploration for Value Proposition Design
Week 2 | 11 Februari 2015

2 Activity in this Phase Students will explore and observe and recognize business opportunity. Students will present the exploration and observation result in measureable and substantial data and value proposition idea. Period : week 1 – 3 Working in a Team

3 Learning Outcomes Students creatively capable of recognizing business opportunities from exploration and observation activity Secondary Data: Reading a book, journal, magazine, watching video, etc Primary Data: interview, direct observation, survey, questionnaire, focus group discussion, etc Students able to present the exploration and observation result in systematic, measureable and substantial data and unique value proposition idea.

4 Time Allocation Learning expectation : 5 minutes
Movie and discussion : 10 minutes Exploration (concept and case study) : 25 minutes Creative seeing and Questioning practice : 25 minutes Homework explanation : 15 minutes

5 Let’s Begin

6 DISCOVERY or Inspiration, Tim Brown, Change by Design
Discovery is the process of discovering the problem or opportunity that motivates the search for solutions, and establishing a framework for evaluating them. A space in which insights are gathered from every possible source Human point of view (What makes sense to people and for people) TEAM Mood: Hope, Optimism, Open-mind

7 Keri Smith: “How to be an Explorer of The World”
Always be looking Consider everything alive Everything is interesting look closer Alter your course often Observe for long durations (and short ones) Notice patterns, make connection Document your finding in a variety of ways Incorporate indeterminacy Observe movement Create a personal dialogue with your environment. Talk to it Trace things back to their origins Use all of the senses in your investigations OBSERVE-COLLECT-ANALYZE-NOTICE PATTERNS

8 DOCUMENTING AND COLLECTING METHODS and TOOLS
Writing, sketching, taking pictures, voice and movie records, collecting objects (both paid and free) Always bring your gadgets, traditional pen and notes, question checklist

9 Form you can use to help you exploring
Di form 2.1 ada canvas ini dan space untuk tanya jawab

10 Design Thinking Stanford Movie

11 Watch and write down Exploration steps you see in the movie
Type of data that they gather 1. Find the problem (asking, listening) ke lapangan observasi (rekam kesulitan user di lapangan), interview dg user mereka mencoba bawa dg cara apa, alternatif solusi, wish para user), dapatkan point of view (user need insight), focus group discussion, menyimpulkan insight butuh alat yng bisa bawa minuman dengan sepeda, bisa minuman papaun selain kopi, murah dan mudah, buat alternatif prototype, market test ke user, revisi protoype yg tidak menampung air hujan dll 2. Primary : observasi lapangan sambil merekam, interview, focus group discussion Secondary : cek internet produk2 lain untuk solusi

12 1st : Do I have a problem worth solving?

13 Generate Problems using CREATIVE SEEING and QUESTIONING TOOLS

14 Absence Thinking Questions
1 Absence Thinking Questions Observe, explore and collect the data When you are looking or sensing at something, notice what is not there or people do not do Repeat this questions to your hypothetical target market or potential customer (you may start with your network resources) or observe your hypothetical business competitor Use 5 W + 1 H questions guide Simulasi: Apa yg tidak ada pada sebuah café / kelas / object apapun silakan bapak ibu arahkan ..apa yang tidak dilakukan orang-2 yg…...atau di… Bisa disimpulkan problem nya nanti dipikirkan alternatif solusinya

15 Attribute Listing 2 Observe, explore and collect the data
What attributes you think of an of objects Repeat this questions to your hypothetical target market or potential customer (you may start with your network resources) or observe your hypothetical business competitor Use 5 W + 1 H questions guide Simulasi: List apa saja yang ada pada sebuah object / tempat ? (silakan bapak dan ibu atur) Bisa dipikirkan apa yg bermasalah dari list tersebut lalu bisa dipikirkan alternatif peluang yang bisa di ambil sebagai bagian dari niche pasar

16 Wishing and Cursing (state ideas of wishing to state ideas)
3 Observe, explore and collect the data What people wish or curse on something Repeat this questions to your hypothetical target market or potential customer (you may start with your network resources) Use 5 W + 1 H questions guide Simulasi : Apa yang diharapkan oleh org org terhadap sesuatu / yg orang sebal terhadap sesuatu.. Bisa menjadi celah untuk melakuakn inovasi bisnis

17 2nd : Is there a market for what I want to do?

18 Can you see me? 3, 2, 1 Go! Go Out and check it with the market.. Test your hypothetical market

19 Search Your Market Data
Primarily: Data observed or collected directly from first-hand experience. Survey, observation, focus group discussion, interview, artifact gathering, etc Secondarily: Published data and the data collected in the past or other parties From literature, internet, magazine, movie, radio, etc

20 3rd : Think of a unique, creative, innovative solutions

21 Value Proposition in Business Operation System

22 http://www. fundinguniverse
Payless Holdings is a footwear specialty retailer with over 4,000 stores globally, and is comprised of Payless ShoeSource and Collective Licensing International. Payless ShoeSource offers a wide range of shoes and accessories at affordable prices. Payless stores have a well-known portfolio of brands including Airwalk, Dexter, Champion and American Eagle. Collective Licensing International (CLI) is a global brand development and licensing company that specializes in building and growing brands, including Airwalk, Above The Rim, Clinch Gear, Vision Street Wear and SIMS. In October 2012, Golden Gate Capital and Blum Capital Partners completed the acquisition of Payless ShoeSource and Collective Licensing International from Collective Brands, Inc to set up the stand-alone entity.

23 Problem : Toko Sepatu perlu lahan untuk display dan gudang. Sistem gudang yang buruk mempersulit mencari stok sesuai size. Lamanya waktu tunggu konsumen mencari size sepatu yang diharapkan. Sepatu ukuran besar susah ditemukan dan mahal. Too narrow: Bagaimana mengefesiensikan sewa gudang Too broad: Bagaimana membuat toko sepatu yang menguntungkan

24 Jaman dahulu kala di sebuah toko sepatu…..
Problem : Toko Sepatu perlu lahan untuk display dan gudang. Sistem gudang yang buruk mempersulit mencari stok sesuai size. Lamanya waktu tunggu konsumen mencari size sepatu yang diharapkan. Sepatu ukuran besar susah ditemukan dan mahal. Too narrow: Bagaimana mengefesiensikan sewa gudang Too broad: Bagaimana membuat toko sepatu yang menguntungkan

25 problems..?? Problem : Toko Sepatu perlu lahan untuk display dan gudang. Sistem gudang yang buruk mempersulit mencari stok sesuai size. Lamanya waktu tunggu konsumen mencari size sepatu yang diharapkan. Sepatu ukuran besar susah ditemukan dan mahal. Too narrow: Bagaimana mengefesiensikan sewa gudang Too broad: Bagaimana membuat toko sepatu yang menguntungkan

26 problems..??

27 Value Proposition in Product Innovation

28 Post it notes "I thought, what we have here isn't just a bookmark," said Fry. "It's a whole new way to communicate." In 1968, a scientist at 3M in the United States, Dr. Spencer Silver, was attempting to develop a super-strong adhesive. Instead he accidentally created a "low-tack", reusable, pressure-sensitive adhesive.[1][2] [3] For five years, Silver promoted his "solution without a problem" within 3M both informally and through seminars but failed to gain acceptance. In 1974 a colleague who had attended one of his seminars, Art Fry, came up with the idea of using the adhesive to anchor his bookmark in his hymnbook.[4][5] Fry then utilized 3M's officially sanctioned "permitted bootlegging" policy to develop the idea.[5] The original notes' yellow color was chosen by accident, as the lab next-door to the Post-it team had only yellow scrap paper to use.[6] 3M launched the product as "Press 'n Peel" in stores in four cities in 1977, but results were disappointing.[7][8] A year later 3M instead issued free samples directly to consumers in Boise, Idaho, with 94 percent of those who tried them indicating they would buy the product.[7] On April 6, 1980, "Press 'n Peel" was re-introduced in US stores as "Post-It Notes".[9] The following year they were launched inCanada and Europe.[10] In 2003, the company came out with "Post-it Brand Super Sticky Notes", with a stronger glue that adheres better to vertical and non-smooth surfaces.[11] Until 3M's patent expired in the 1990s, post-it type notes were produced only in the company's plant in Cynthiana, Kentucky.

29 4th : Evaluate Resources

30 Post IT notes A network : Dr. Spencer Silver
Available product : reusable, pressure-sensitive adhesive 3M's officially sanctioned “permitted bootlegging" policy In 1968, a scientist at 3M in the United States, Dr. Spencer Silver, was attempting to develop a super-strong adhesive. Instead he accidentally created a "low-tack", reusable, pressure-sensitive adhesive.[1][2] [3] For five years, Silver promoted his "solution without a problem" within 3M both informally and through seminars but failed to gain acceptance. In 1974 a colleague who had attended one of his seminars, Art Fry, came up with the idea of using the adhesive to anchor his bookmark in his hymnbook.[4][5] Fry then utilized 3M's officially sanctioned "permitted bootlegging" policy to develop the idea.[5] The original notes' yellow color was chosen by accident, as the lab next-door to the Post-it team had only yellow scrap paper to use.[6] 3M launched the product as "Press 'n Peel" in stores in four cities in 1977, but results were disappointing.[7][8] A year later 3M instead issued free samples directly to consumers in Boise, Idaho, with 94 percent of those who tried them indicating they would buy the product.[7] On April 6, 1980, "Press 'n Peel" was re-introduced in US stores as "Post-It Notes".[9] The following year they were launched inCanada and Europe.[10] In 2003, the company came out with "Post-it Brand Super Sticky Notes", with a stronger glue that adheres better to vertical and non-smooth surfaces.[11] Until 3M's patent expired in the 1990s, post-it type notes were produced only in the company's plant in Cynthiana, Kentucky.

31 Check your resources What you have What you know Your network
Available data Product that’s already in the market Skill Your benefit from family/network/ community you join

32 SAA 1.1 Exploration

33 Explore problem bisnis yang produk/ layanannya serupa dengan ide bisnis awal kelompok (minimal 3 dari lapangan nyata, 3 dari internet) Explore siapa type customer dan customer profile dari bisnis yang produk/ layanannya serupa dengan ide bisnis awal kelompok Explore solusi/ value apa yang ditawarkan dari bisnis yang anda observe untuk mengatasi problem tersebut Amati dan simpulkan resources apa saja yang diperlukan bisnis-bisnis tersebut Catat dalam template form 2.1 (1 bisnis 1 form 2.1, jadi total ada 6 form 2.1 untuk bisnis lain) Kumpulkan dan dokumentasikan hasilnya (print screen, foto, barang, movie, voice record, transkrip wawancara dll)

34 Rangkum dan analisa hasil data eksplorasi
Tinjau visualisasi secara menyeluruh, carilah celah yang bisa diambil oleh team untuk menghasilkan penawaran solusi/ value yang lebih baik/ berbeda/ baru sebagai dasar pengembangan bisnis model team nantinya. Buat Form 2.1 untuk ide bisnis anda sendiri minimal 3 terbaik (yang menurut team memenuhi kriteria: paling diminati, bisa dilaksanakan dan bisa menguntungkan, jadi ada 3 form 2.1 untuk ide sendiri) untuk didisplay dan dipresentasikan. Buatlah sebaik mungkin karena team yang hasilnya kurang memadai untuk maju ke next stage harus mengulang proses ini maksimal sampai week 6 sambil terus mengikuti langkah-langkah kerja berikutnya

35 2.1 Business Insight Form Gunakan untuk panduan mencatat eksplorasi
Gunakan untuk list pertanyaan dan jawaban (silakan menggunakan bagian belakang kertas jika kurang

36 Hasil eksplorasi yang dikumpulkan
Bukti otentik/ artefact dari 6 bisnis yang punya kesamaan dengan ide bisnis yang akan dikembangkan kelompok 6 Form 2.1 dari masing-masing bisnis eksisting yang dieksplore tersebut 3 gagasan ide bisnis tim dalam Form 2.1 Ppt presentasi

37 DAFTAR PUSTAKA Tim Brown, Change by Design
Fons Trompenaars and Charles Hampden Turner, Riding the Waves of Innovation Keri Smith, How to be the explorer of the world Alexander Osterwalder & Yves Pigneur, Business Model Generation

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