intrapreneurship business concept
TRANSCRIPT
IntraPreneurship Business Concept
Copyright EntreDot 2011 09/17/12 1
Converting a business idea into an IntraPreneurial business concept
What important problem are your solving?
Or, What attractive opportunity are you chasing?
What is your compelling solution (product/service)?
How is it different and how does it win?
What does the market look like?
Who will buy it?
Why will they buy it?
How will it be promoted and sold?
Where and when will it be sold?
Business Concept Document
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Outline
o Problem/Opportunity
o Solution
o Competitive advantage
o Market and buyer
o Marketing awareness
o Sales approach
o Finance
Solution
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Describe the product/service
How does it solves the customer problem
Or, how does it addresses a new opportunity
Capabilities
Status of proof of concept
Needs for IP protection
Barriers to entry
Competitive Advantage
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Unique competitive advantages
Weaknesses of competitors
Overcoming the “status quo”
Market and Buyer
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Market demand (Size and Growth)
Market trends
Product/Service customer requirements
The buyer (Customer)
• Who are they
• Why will they buy
• Quantifiable benefit
Marketing
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Value proposition
• Messages
• Customer benefits
Marketing approach
• Awareness
• Lead generation
Sales Approach
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When will product/service be available
Location of business and customers
Sales channel
Pricing approach
Finance
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How does my company make money
• Simple gross margin analysis
• Estimate of operating expense
Financing the company
• How much do we need
• Sources of financing
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Analytical Creative
Expertise
Internal Politics
Criticisms
Destructive Internal
Competition
Risk Avoidance
Overemphasis on Status
Quo
Workload Pressures
Family Obligations
Where to Start
Procrastination
Self Doubt
Organizational
Impediments
Interpersonal Pressures
Intrapersonal Pressures
Case Study Example
Case Study (cont)
The Obstacles Started
Mind to Market Idea
Concept
R&D
Field-Driven Support
Market Collateral
Release
Time to Market: 6 mo
Time to R&D: 3.5
Internal Support Drove Corporate Adoption
Demo, Demo, Demo
Quality & Cadence Secured Market
Value of “REPEAT”
IntraPreneurship
Ideation
What is the opportunity (premise)?
What are you offering (solution)?
Who will buy it (market)?
Why will we win (advantage)?
How do we make money (proposition)?
CONCEPTUALIZation
What does the market look like?
Competition
Buyer profiles
How will we promote and sell?
Where and when will we sell?
How do we finance the project?
How do we make money (proposition)?
CReation
Show how the product meets buyer needs
List features and benefits for buyer
Proof of concept
Summary of product development
IP Protection
Channel Partners
evaluation
Feasibility/field testing
Marketing & sales strategy
Team and advisors
Supply chain strategy
Project funding
Risk analysis
preparation
Complete beta testing
Finalize team members
Customer support
Marketing plan
Sales plan
Launch event
COmmerciALIZation
Marketing operations
Marketing awareness
Lead generation
Sales operations
Customer support operations
Supply chain operations
Financial operations