Table S3 Sample Understand Phase Tools Scorecard

1

2

3

4

S

s

7

SSFM Tool

Tool

Summary, Including Type and Units

Task

GOSPA

Conduct GOSPA analysis

Marketing skills and resources audit

Revise marketing core competencies and capabilities assessment

Porter's 5 Forces Analysis

Revise Porter's 5 Forces Analysis

SWOT

Revise SWOT Analysis

Customer location matrix

Define specific customer types and where they are located

Interview guide creation methods

Create interview guide

Customer selection matrix

Gather VOC data

KJ Analysis

Conduct KJ Analysis to structure and rank data

NUD screen

Document NUDs

Process mapping

Construct customer behavioraldynamics map

Survey development methods

Develop and implement customer requirements ranking survey

1

2

3

4

5

6

7

SSFM Tool

Tool

Summary, Including Type and Units

Task

Quality function deployment

Translate customer requirements into technical requirements

Kano analysis

Conduct competitive benchmarking against NUDS

Brainstorming, TRIZ, mind mapping

Help generate and evaluate candidate concepts

Kano analysis, MPQ gap analysis, value chain analysis

Define qualitative and quantitative elements of value

comparison, MP price profile, value maps

Convert eMPQP to MPQP with VOC data

Key events time line

Develop category key events timeline

Won-Lost Analysis

Develop Won-Lost Analysis

Competitive position analysis template

Construct competitive position analysis

Value chain analysis

Conduct customer value chain analysis

GOSPA method/NPV analysis/pro forma cash flow analysis

Define how product fits business strategy/financial goals, and fit to marketing innovation strategy

GOSPA method

NPV, EVA, IRR, B/E analysis, SWOT, Porter's 5 Forces

Estimate concept financial potential against current risk assessment

1

2

3

4

5

s

7

SSFM Tool

Tool

Summary, Including Type and Units

Task

Project management methods/RACI Matrix

Create Analyze phase project plan and risk analysis

Columns 1 and 7 align the tool to a specific task and its requirement for justifying the use of the tool. (Never use a tool if you can't justify its ability to fulfill a task.)

Quality of Tool Usage, Data Integrity, and Results Versus Requirements are scored on a scale of 1 to 10 using the simple scoring templates provided in Chapter 2 .

Average Tool Score illustrates overall tool quantification across the three scoring dimensions. (A high ATS indicates that a task is being underwritten by proper tool usage.)

Data Summary is intended to illustrate the nature of the data and the specific units of measure (attribute or continuous data, scale or specific units of measure).

As part of the overall project management of the commercialization process, the control, management of risk, and key decision-making are greatly enhanced when each commercialization phase clearly defines the requirements, deliverables, tasks, and enabling tools. Recall that as in the portfolio renewal process, any vague tools-tasks-deliverables-requirements combination erodes the ability to sustain growth. When these four elements disintegrate, so does your performance, eventually resulting in erratic growth from sources (see Figure 5.5 ).

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Project Management Made Easy

What you need to know about… Project Management Made Easy! Project management consists of more than just a large building project and can encompass small projects as well. No matter what the size of your project, you need to have some sort of project management. How you manage your project has everything to do with its outcome.

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