Opportunity Analysis



Under the vocable "Opportunity Analysis", one should consider a multiple and structured approach which covers the following domains :
  • Guiding of R&D through markets. Prioritization of R&D projects. Project proposal evaluation and auditing.
  • Workshop facilitation Definition of strategic missions, projects screening and prioritization criteria.
  • Opportunity Analysis for new products - new markets. Definition of unmet needs, value analysis, competitive position, competitive avantage and opening.
  • Assistance in defining or reorienting functional strategies & assistance in implementation.
  • Definition and framing of collaborative RTD project proposals for financial support.
  • Framing workshops for technology transfer and technology validation projects.
  • Audit of finished RTD projets and impact assessment.
  • Coordination of RTD projets.
  • Product-market analysis for existing product - existing markets.

Each of these activities are conducted following rigourous methodologies, just as well for facilitation workshops targeted at the framing of research projets more specifically technology transfert or technology validation pojects, as for what concerns new products markets opportunity analysis or for the definition of evaluation grids for projets, trough the design of specific adhoc criteria.
Just as example, three different and yet very specific methodologies are presented below :


Methodology :"Mission and screen for the evaluation of projets / activities / criteria"

AIM: To structure and build a consensus among the business teams as to strategic aims to follow.

PROCESS : in company workshop, extracting elements of the mission statement and obtaining criteria for the design of screens for the evaluation of projets, or new ‘business’ or product market segments.
1) MISSION STATEMENT
  • ‘what we are today !’
  • available/practised technologies
  • markets supplied
  • vision of the future
  • "driving force"
  • quantitative expectations
2) BUSINESS SCREENS based upon QUALITATIVE and QUANTITATIVE criteria
  • analysis of strengths and weaknesses through the review of past successes and failures
  • trends analysis
  • type of products/markets desired or excluded
  • major strengths/skills, basis of competitive advantages
  • weaknesses to overcome, critical issues
  • volume, market share
  • profitability / type of investissement and return on investissement
RESULTS : Reference documents. Declaration of mission. Business screens - existing and new products/markets.


Methodology : "Early Assessment of New Product/Market Opportunity"

AIM : Assess product/market opportunity through a systematic approach, at a very early stage of an idea, whatever its origin.

PROCESS :
1) IN-DEPTH UNDERSTANDING OF
  • Market need(s) and who has the need(s) within the value chain
  • VALUE which can be gained from the answer to this need
  • Competitive Advantages
  • Competitive Opening
  • Trends and threats
  • Necessary resources to match (qualitatively and quantitatively) opportunity requirements
  • Potential profitability judged against a screen of pre-established criteria

2) FORMULATION of critical "MAKE or BREAK" HYPOTHESES of SUCCESS or FAILURE pertaining to the above points

3) VALIDATION of initial HYPOTHESES by FEW IN-DEPTH, FOCUSED, EXTERNAL INTERVIEWS with industry experts (maintaining confidentiality issues).

RESULTS : Decision to allocate development resources allowing the exploitation of the opportunity or cancellation or re-orientation.


Methodology : "Framing workshops for technology transfer and technology validation projects"

AIM: reviewing of the current status of the project and preparation of an Action Plan for the Definition Phase. This plan is intended to provide the project team with detailed agreements among the partners on the actions each partner will need to take during the Definition Phase to prepare (I) the analysis /feasibility study, (2) the revised workplan and (3) the financial/administrative matters for inclusion in the Definition Phase Report. Based on this report, the project will be re-evaluated and decision on funding for the Demonstration Phase will be taken.

PROCESS : Procedure developed especially for these project workshops, based on prior experience with these kinds of projects within the European Commission. The workshop lasts two ½ days. Slight modification of the methodology allow similar approaches for other types of projects and approval procedures.
The main outlines of this procedure are as follows:
  1. Enable all partners (some of whom may not yet have met face to face) to explore their different expectations from the project and their contributions and roles.
  2. Gain additional understanding of the project concept, the plan as proposed to the Commission and the comments of the Commission on the proposal.
  3. Review the team's understanding of the obstacles the project faces in achieving the project innovation objectives and, if appropriate, discuss risks and external factors outside project influence which may prevent successful achievement of the project objectives.
  4. Review the proposed Workplan for the Demonstration Phase for gaps and determine all actions needed in the Definition Phase to improve the Workplan.
  5. Prepare a detailed Action Plan for the Definition Phase, including all necessary activities of the partners, responsibilities, planning milestones and deadlines.
RESULTS : Consensus established. Action plan documents.





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