Team Product Innovation Proposal Instructions

For this assignment, assigned virtual teams will develop both a written proposal (8–10 pages) and a video summary of the proposal's highlights (3–6 minutes) using Bongo. The assignments in this course are designed to provide you with information and opportunities to explore concepts that you will need to understand in preparing this culminating final course project.

Please use appropriate headings and subheadings so that it is clear that you have addressed all of the assignment requirements.

Written Document Submission Requirements

The following points should be addressed in your written document:

1. Briefly review the product innovation(s) that your team is proposing.
   • What category of innovation are you proposing (incremental, radical, disruptive, open) and why?
   • What type of innovation (concept, package, process) are you proposing and why?
   • What are the desired outcomes from a sales perspective (same product to same market, new product to same market, same product to different market, new product to new market)?
   • What effect will your proposed innovation have on the state of the art? (Is it competence-consuming or resource-utilizing?)
2. Describe the market.
   • Is it generally dynamic and/or competitive? How do you know?
   • Why is your proposed innovation a fit for the market context?
   • What is the fit between the proposed innovation and consumers' needs? Include a brief summary of how your team arrived at its conclusion.
3. Detail any customer feedback your team collected related to your product innovation concept, as well as any design techniques that the team used to respond to that customer intelligence, including:
   • A brief summary of potential customers' comments; and
   • An explanation of when in your concept-development process you engaged potential users.
4. Detail your team's business case, including:
   • The target market for the proposed innovation;
   • What value proposition your proposed innovation supplies to the aforementioned target customer; and
   • How your proposed innovation will position the resulting product in the market relative to the competition.
5. Detail any barriers your team foresees to commercial success for this innovation. Think in terms of informational, organizational, and environmental barriers (as detailed in the course content), as well as any other barriers that may be specific to your particular innovation.
6. Include a brief summary of your rationale with respect to how and when to incorporate the customer into your concept for innovation.

Note: You are not required to develop any type of prototype for this assignment; however, you may find the prototyping process useful. If your team does develop a prototype, please include a photo/sketch in your written submission and display the prototype in your video. (Any photos in your written submission should be included in the appendices and will not count toward your required page count.)

Submit the written proposal, inclusive of the innovation's value proposition, business case, and market analysis, by the end of Lesson 15 (last day of class at 11:59 p.m. ET).

Video Submission Requirements

The structure and content of the video presentation is entirely up to your team, so long as you respect the time limits [three minute minimum and six-minute maximum]. Though you would address the course instructor and your classmates in a traditional class presentation format, you might want to try something different, such as, but not limited to:

• Structure the video as if you were pitching your product innovation concept to the senior executives of a company;
• Treat this as Super Bowl commercial or an After-Hours infomerical for your product;
• Use the video to make the case for the product innovation from a user perspective; or
• Take another approach, as long as it highlights some of the relevant information from your team’s written submission.

Please inquire with the course instructor if you have any questions about this submission.

Please be aware of the due dates for this assignment. Post your team's video presentation in Bongo near the end of Lesson 14, but allowing enough time for your classmates' to evaluate and have a class discussion.