making breakthrough innovation happen

24
Roopali Sundar

Upload: teksurinder

Post on 19-Jan-2016

38 views

Category:

Documents


3 download

TRANSCRIPT

Page 1: Making Breakthrough Innovation Happen

Roopali Sundar

Page 2: Making Breakthrough Innovation Happen
Page 3: Making Breakthrough Innovation Happen

Book Summary

• 6 years of research by Erehwon Innovation Consulting & Marico

Innovation Foundation. Written by Porus Munshi, innovation

consultant

• Met 180 people across 40 industries and sectors to identify ‘orbit

shifting’ innovators

• Personal Leadership is at the centre of igniting the process, but

eventually they show a way of scaling up by innovations by way of

methodical institutionalization of path-breaking ideas.

• Intrinsic Empowerment fuel ‘Orbit shifting’ efforts

• Stories were chosen based on pattern that each of the innovators

had shifted his industry orbit in some way

• The canvas is broad ranging from corporate, NGOs to bureaucracy

• Message to Indians – “ Take Charge” & “We can do it” in our own

way.

Page 4: Making Breakthrough Innovation Happen

Opportunity:

What did he do?

Orbit shifting idea:

Barriers:

Hero:

Result:

Legacy:

Format of each story

Page 5: Making Breakthrough Innovation Happen

Hero: Dr.Govindappa Venkataswamy ( Dr.V)

Legacy:

Limited capability of eye surgeons to conduct surgeries

Non affordable surgeries for the under privileged

Opportunity:

To eliminate blindness through free surgeries

Page 6: Making Breakthrough Innovation Happen

What did he do?

At the age of 56 post retirement as a professor, he dreamt of

“Eliminating unnecessary blindness in India”1.

Started with a 11 bed home hospital selling jewellery2.

Hospital staff was recruited from local villages 10th pass and trained

for 2 years3.

Page 7: Making Breakthrough Innovation Happen

An average ophthalmologist operates on 250 to 400 patients. Whereas

Aravind Ophthalmologist using the McDonald inspired assembly line

technique enhanced the productivity of each surgeon 10 times. Each

one operates on 2000 patients per year.

5.

Currently 286000 surgeries a year and will touch 1 million by 20156.

What did he do?

Adopted the assembly line operations of Mc Donald model to conduct

surgeries. 2 surgeons conduct 4 surgeries in 1 operations theatre, back

to back from 7 AM to 1 PM. completing 30 surgeries per day.

4.

Page 8: Making Breakthrough Innovation Happen

Result:Only 30% of their patients pay for treatment and rest go free of charge and

yet the hospital makes 35% operating profit.

Barriers:

Funding for their first hospital. At the age of 56, nobody was ready to

lend capital to Dr. V

Page 9: Making Breakthrough Innovation Happen

Orbit shifting idea:

�Building productivity through McDonald assembly line

�The Biz model adopted was that of STD –Booth and Xerox,

where more the numbers, more the profit, continuing to serve

the community

Page 10: Making Breakthrough Innovation Happen

Hero: Ranga

Legacy:

Giant MNC players in the market demanding huge market share. Hardly any

startup wanting to fight the war

Opportunity:

Large part of geographical area, i.e. villages and lower economic state of

India not touched by MNC.

Page 11: Making Breakthrough Innovation Happen

What did he do?

Launched shampoo Chik sachet for Rs. 1 1.

Introduced Unique exchange offer to build recall and repeat value. ( 4

shampoo sachet for Rs. 1 chik ) later it was (4 Chik sachet to 1 Chik sachet

). Sales went up and became the 2nd largest sold shampoo in TN

2.

Targeted the untapped rural market through 50 paise pouch3.

Targetted the untapped urban market through state-wise natural

products based shampoos such as Ritha, Shikakai and Hibiscus.

Emerged as No.1 shampoo in the south4.

Page 12: Making Breakthrough Innovation Happen

Diversified in to machine packed pickle pouches. ‘Chinni’ emerged as

the largest sachet pickle in India.5.

Diversified in to milk & saffron based premium fairness cream. Today

8% of India marketshare . 6.

As against establised distributor, choose to experiment with new

distributors. 7.

What did he do?

Page 13: Making Breakthrough Innovation Happen

Result:•With an investment of Rs. 15,000 it is today at 700 crores in revenue

•No1 hair wash company in south followed by P& G and Hindustan Unilever

•No. 1 pickle sachet company in India

Barriers:

Funding of Rs. 15,000

Page 14: Making Breakthrough Innovation Happen

Orbit shifting idea:

Unique Sales & Marketing Strategy

Page 15: Making Breakthrough Innovation Happen

Hero: Agarwal family

Legacy:

Newspaper industry being dominated by a few well established players and

entry barrier for new players

Opportunity:

Design and develop a newspaper based on customer needs

Page 16: Making Breakthrough Innovation Happen

What did they do?

Started with a dream “ To reach the heaven”1.

Intense research strategy . Instead of sampling, chose to reach out to

the end customer to learn their requirements. Research Team was

huge --- students, graduates and first time job seekers trained in

engaging with the customers .

2.

2 questions asked were “ What is missing in your current newspaper ?”

& “What do you want your newspaper to do to you ?”. The newspaper

was evolving with customer needs.

3.

Page 17: Making Breakthrough Innovation Happen

Localisation of newspapers. E.g. Hinglish newspaper in Candigarh

Freebies, better design…etc5.

What did they do?

Built Customer Commitment : Designed an ‘advance subscription’

with a ‘guarantee bond’ for lower price against the stand price and

more important refund of money incase customers were unhappy

with the product.

4.

Page 18: Making Breakthrough Innovation Happen

Result:�No. 1 from day 1 in every city of launch – Jaipur, Chandigarh, Haryana,

Ahmedabad

�Largest read newspaper in the country.

�Top 25 dailies of the world.

�Expanded the newspaper marketsize in some locations like Chandigarh

�Establised multiple titles in 3 langauges across 9 states of India – Dainik

Bhaskar, Divya Bhaskar, Saurashtra Samachar, Prabhat Kiran, Business

Bhaskar, DB Star and DNA

Barriers:

Well established players in every state & breaking the establised brand loyalty

Page 19: Making Breakthrough Innovation Happen

Orbit shifting idea:

Intense Research model & high level of

engagement with end customer. Customisation

and localisation based on customer

requirements

Page 20: Making Breakthrough Innovation Happen

Hero: Tripathy

Legacy:

.

Opportunity:

Public police partnership.

Building empowerment in police force

Knowing pulse of the community

Corrupt image of police

Inadequate intelligence sources

Page 21: Making Breakthrough Innovation Happen

What did he do?

Select policemen to operate out of home to strengthen intelligence1.

Allowed the police to go beyond the bounds of their conventional roles

e.g. Bulling by Tankers2.

He flashed his mobile number to every citizen in the city to get direct

unadulterated info from city3.

He showed by prompt action that 2 things will not be tolerated

- Corruption within police force

- Pressure from political party

4.

Page 22: Making Breakthrough Innovation Happen

Barriers:

Result:•Crime detection rate increased from 78 to 86 % in a year and up to 95%

in 5 years

•Crime rate dropped by 40% in 2 years

•Community, NGO, Police, Politicians and bureaucrats started working in

harmony.

Lack of community confidence in police, Corrupt police and political pressures

Page 23: Making Breakthrough Innovation Happen

Orbit shifting idea:

Making police part of the community, empowering

them to take decisions and direct connection with

community

Page 24: Making Breakthrough Innovation Happen

Thank you

It’s time for us to “Take Charge”