This document discusses the pros and cons of conducting product roadshows in the early development stage. It provides an example of a company called HQMS that conducted early-stage demonstrations of their borehole measurement system. Early demonstrations can provide valuable feedback to help focus product development, identify desired features, detect risks, and reduce costs. However, products in the early stage may be unfinished and lead to overspecification from users. The document emphasizes managing expectations and having a clear value proposition when conducting early demonstrations.

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Product roadshows in an early
development stage: Pros & Cons
CONFIDENTIAL
Jef Aernouts
Consultant applied physics and systems
Jef.aernouts@verhaert.com
THEME 2: RISK MANAGEMENT IN INNOVATION

2. 3
Jef Aernouts
2012 – now Consultant Applied
Physics and Systems, Verhaert
2007 – 2012 PhD in Physics, University of Antwerp
2003 – 2007 Master in Physics, University of Antwerp
jef.aernouts@verhaert.com

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Content
1. The title
2. Based upon a true story…
3. What makes a good demonstration?
4. Early stage demonstrations: discussion
5. Conclusions

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Product roadshows in an early development stage
Source: merriam-webster.com/dictionary

5. 6
Product roadshows in an early development stage

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Concept
generation
Lab-scale
testing
Demon-
strator
Detailed
design
Proto-
typing
…
Production
Product roadshows in an early development stage

7. 8
Product roadshows in an early development stage
Example: Chromascope (measure color and fluorescence in rough diamonds)
Concept
generation
Lab-scale
testing
Demon-
strator
Detailed
design
Proto-
typing
…
Production

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CONFIDENTIAL
Based upon a true story…

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Who?
• Initiative
• Contacts with relevant industry
• “Commercial”
• Product development
• Testing
• “Technical”
+

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What?
Tool for measuring boreholes in aviation industry
Production  Research

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What?
• HQMS: Hole Quality Measurement System
• Revolutionary device:

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Where?
Roadshows to…
March 2013
• Dallas (F-35)
• Tampa (F-16)
• Atlanta (C-130)
April 2013
• Nantes
•Toulouse

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Concept
generation
Lab-scale
testing
Demon-
strator
Detailed
design
Proto-
typing
…
Production
When (in the development stage)?
Current position
Artist impression

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When (in the development stage)?
Breadboard:

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CONFIDENTIAL
What makes a good demonstration?

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What is a good demonstrator?
The cheapest solution to demonstrate the Front End of the product:
• Demonstrating the meaning
• Demonstrating the usability
• Demonstrating the desirability
• Demonstrating the feasibility
 Know your public, and focus accordingly!

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What is a good demonstrator?  HQMS
The cheapest solution to demonstrate the Front End of the product:
• Demonstrating the meaning
• Demonstrating the usability
• Demonstrating the desirability
• Demonstrating the feasibility
 Know your public, and focus accordingly!
chief measurement systems,
representatives measurement systems,
production engineers,
quality control engineers,
purchasing
Demo time: 1.5 h
60% commercial,
40% technical

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What is a good demonstrator?  HQMS
The cheapest solution to demonstrate the Front End of the product:
• Demonstrating the meaning
• Demonstrating the usability
• Demonstrating the desirability
• Demonstrating the feasibility
 Know your public, and focus accordingly!
chief measurement systems,
representatives measurement systems,
production engineers,
quality control engineers,
purchasing
Demo time: 1.5 h
60% commercial,
40% technical

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From “one trick” towards engagement
• Creating a momentum
• Build upon insights during the roadshow

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From “one trick” towards engagement  HQMS
• Creating a momentum
• Build upon insights during the roadshow
Experiences with HQMS:
• Give handovers, brochures
• Invited for a demo in-house (at Verhaert)
• Samples sent for validation measurements
• …

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A good demonstration
Business
factors:
Budgets &
timing
Technical
risk factors:
Demonstrated
functionality
Human
appreciation
factors:
Usability &
looks

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Business
factors:
Budgets &
timing
Technical
risk factors:
Demonstrated
functionality
Human
appreciation
factors:
Usability &
looks
A good demonstration  HQMS

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Business
factors:
Budgets &
timing
Technical
risk factors:
Demonstrated
functionality
Human
appreciation
factors:
Usability &
looks
A good demonstration  HQMS

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A good demonstration  HQMS
Business
factors:
Budgets &
timing
Technical
risk factors:
Demonstrated
functionality
Human
appreciation
factors:
Usability &
looks

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It is not just a technical demonstration

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It is not just a technical demonstration
It is about creating interest and confidence

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CONFIDENTIAL
Early stage demonstrations: discussion

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Early stage demonstrations… are not new
High investment cost
e.g. real estate

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Early stage demonstrations… are not new
High investment cost
e.g. real estate Niche market
e.g. aviation industry

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Early stage demonstrations… are not new
High investment cost
e.g. real estate Niche market
e.g. aviation industry
Intensive R&D projects
e.g. introduction iPhone 1

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Early market feedback
• For niche markets
• For highly investment intensive R&D projects

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Early market feedback
• For niche markets
• For highly investment intensive R&D projects
• Turning around the learning curve
Feedback
Time
Learningcurve

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Early market feedback
• For niche markets
• For highly investment intensive R&D projects
• Turning around the learning curve
Feedback
Time
Learningcurve
Feature management
Risk management
Budget management
1
2
3

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Feature management
User-centered design: customize product to specific needs user
Source: www.dcndx.com
1

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Feature management
User-centered design: customize product to specific needs user
Early stage feedback  Reduce implementation cost
# Changes (conventional)
# Changes with early feedback
Cost per change
time
1

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Feature management  HQMS
Learned from early stage demonstration with HQMS:
• Work on carbon fiber materials
• Mounted on a robot ↔ handheld
• Use a docking station for data-transfer
• Be able to measure blind holes
• Measure smaller diameters than initially thought
• Head height measurement
• No bushing can be used for positioning
• Measure curvature of a hole
• …

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Feature management  HQMS
Learned from early stage demonstration with HQMS:
• Work on carbon fiber materials
• Mounted on a robot ↔ handheld
• Use a docking station for data-transfer
• Be able to measure blind holes
• Measure smaller diameters than initially thought
• Head height measurement
• No bushing can be used for positioning
• Measure curvature of a hole
• …
For production: some features removed rather than added.
“Avoid building a Rolls Royce when a Peugeot is needed”
• Should just have a go/no-go LED
• Some diameters never measured
• …

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Risk management
Early detection of risks allows measures at lower costs and with less impact on schedule
“Fail fast, fail cheap”
Source: INCOSE Systems Engineering Handbook
2

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Risk management  HQMS
Learned from early stage demonstration with HQMS:
• Rough handling in production: dust, dropped…
• Blind holes: probe tip damage
• Device cannot make use of Wi-Fi
• Specific materials: no reflection
• …

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Budget management
Early stage roadshows allow…
not to spend more money
than needed.
3

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Budget management
Early stage roadshows allow…
not to spend more money
than needed.
to amortize development cost on
production.
3

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Budget management
Early stage roadshows allow…
not to spend more money
than needed.
to have early go/no-go decisions.
to amortize development cost on
production.
3

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Budget management
Early stage roadshows allow…
not to spend more money
than needed.
to have early go/no-go decisions.
to amortize development cost on
production.
3
potential co-investment
of lead user.

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Budget management  HQMS
Early stage roadshows allow…
not to spend more money
than needed.
Low-budget demonstrator
~ 20 hours
Low-budget user interface
~ 40 hours

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CONFIDENTIAL
Conclusions

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Product roadshows in an early development stage
• IP position
• Readiness (cf. iPhone 1)
• Unfinished product
• Lead users can lead to
over-specification
• …
• Early market validation
• Create engagement
• Turn around the learning
curve
• Detect desired features
early
• Detect risks early
• Reduce costs
• …
+ -

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Product roadshows in an early development stage
•Know your audience
•Consider the pros and cons
•Manage expectations
•Have a clear business proposition
•Make sure you control the demo infrastructure (network, beamer …)
•Be sure the demonstrator works
Turn early stage demonstration into a positive experience!

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Risk based development methods
Cut
• Development
phases
• Functional
subsystems
Tangible
• Visualize
• Simulate
• Test
• Review
• Roadshow
Risk focus
• Criticalities
• Added value
• 360°
Early
• Rapid
prototyping
• First time right
Options
• Backup
• Buffer
• Requirements
vs. design

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