Course Focus

The unique course, Managing Product Development for Value™ is an integrated system of lecture and case based teamwork (case work based on fictitious digital printing company) that will help you learn how to manage new product development to maximize value. This course is designed primarily for research and product development professionals who are trying to increase the value that their firms derive from new product development efforts. You will learn an integrated approach to product development that focuses the entire process around the identification and creation of customer value. Case study and team based exercises address corporate new product development environments and entrepreneurial opportunities as well as process and product improvements.

The course develops your fundamental skills for the entire chain of steps required for successful innovation. This full process focus will improve your ability to identify new product or service opportunities that will have the largest payoffs for your organization. The three questions on which the course focuses are:

• How Will You Create Value?
• How Will You Deliver That Value?
• How Will You Capture That Value?

Helping to make the lessons most relevant to the challenges you face day to day, the course integrates the lecture with a participative teamwork based on a new product development simulation centered on the new product development challenges faced by a fictitious company in the digital printing industry. This case based learning method deepens your understanding of the techniques by providing an opportunity to use the techniques right away. Consolidating your learning in this manner also improves your ability to quickly begin applying the lessons when you return to your organization.

Why This Course?

IMI is committed to helping people get the information they need to be successful at innovation in the digital imaging industry. Much of that required information centers around technology - BUT Technology Alone Is NOT Enough!

The brilliant and innovative technology that seems to hold enormous potential often quickly disappears because one or more of the other steps in the commercialization process was executed poorly. Unfortunately, this statement has nearly become a cliché.

Of the roughly 10,000 new products that are likely to be introduced this year, a majority of them will not last a single year. If history is a guide, within 3 years approximately 80% will have failed. IMI has a long history of helping people get the technology right. Continuing our commitment to facilitate innovation, we are now offering a course that will teach you to apply a product development methodology to your technology in a way that maximizes your chances for commercial success.

David Packard famously observed, "Marketing is too important to be left to the marketing department." This is just the tip of the iceberg. In order to maximize your chances of success in innovation you need to be knowledgeable about all of the steps required to get from great idea to the profitable creation of customer value. Not that you should be your company's subject matter expert in all of the diverse disciplines that are required, but you must be a smart customer for those who own the other pieces of the innovation chain. You must know:

• What Questions Need to be Answered?
• What Are The Primary Tools Used To Get Those Answers?
• What Are The Strengths & Weaknesses Of Those Tools?
• How Do You Sort Out Optional Paths?
• What Path Is Most Likely To Succeed?

This unique Managing Product Development for Value(tm) course will provide you the information you need to forge the link between success in technology and successful innovation.

Managing Product Development for Value™ July 28-29, 2004 Marriott Boston Cambridge Hotel Cambridge, Massachusetts Agenda and Schedule   Thursday, July 28, 2005   12:00 - 1:00 p.m. Registration   1:00 p.m. Opening Session WELCOME AND INTRODUCTIONS Alvin G. Keene, President, Information Management Institute, Inc., Carrabassett Valley, Maine, USA INTRODUCTION: Introduction to each other, statement of goals & expectations and course overview MARKET SIZING & SEGMENTATION: Learn a number of fundamental ways in which market sizing and segmentation is done and how to use that information to guide new product development INTRODUCTION TO THE CASE & 1st TEAM EXERCISE: Consolidate your knowledge of the techniques by sizing and segmenting the market for a novel digital printing product presented in a case format TEAM REVIEW: See how the different teams approached this exercise, compare and contrast the groups' results OPTIMIZING THE OFFERING: Learn how to maximize the value possibilities of your product by engineering the entire customer experience CUSTOMER VALUE MODELING: Learn techniques to model customer value 2nd TEAM EXERCISE: Consolidate your knowledge of the techniques by structuring an offering for the digital printing product and modeling the customer value created by the offering you began to explore in the first case TEAM REVIEW: See how the different teams approached this exercise, compare and contrast the groups' results   5:30 p.m. Reception   Friday, July 29, 2005   7:30 a.m Continental Breakfast   8:00 a.m. Session 2 MARKET PENETRATION: Learn to model the penetration of new products COSTS AND RISKS: Learn a systematic approach to product development and delivery as well as the other costs material to the return ECONOMIC RETURNS: Learn to calculate a variety of measures of economics 3rd TEAM EXERCISE: Consolidate your knowledge of the techniques by calculating the financial returns for the digital printing offering you began to explore in the first case TEAM REVIEW: See how the different teams approached this exercise, compare and contrast the groups' results  12:00 Noon Lunch   1:00 p.m. Session 3 GOING FORWARD: Learn methods of implementing plans for managing product development for maximum value ACTION PLAN DEVELOPMENT: Develop a plan to begin using what you have learned when you go home ACTION PLAN SHARING: Share Developed Action Plans COURSE REVIEW & EVALUATION: Discuss Managing Product Development for Value™ Course, methods of achieving desired results and real life process of implementing course results in your work environment  4:00 p.m. Adjournment COURSE LEADER George A. Gibson, Manager, Research & Development Portfolio, Xerox Innovation Group, Xerox Corporation, Webster, New York Mr. Gibson is Manager, Research & Development Portfolio in the Xerox Innovation Group. Previously he has held research and manufacturing management positions for Savin and AM Graphics. He holds over 35 patents in non-impact printing and has published over 20 papers. He holds a Masters in Chemistry from Binghamton University and an MBA from the University of Rochester's Simon Graduate School of Business. ABOUT THE SPONSOR Information Management Institute, Inc. provides conference programs in the worldwide computer printer industry. Founded in 1988, IMI offers the largest and most comprehensive conference and seminar program in the digital printing industry. Since 1990, IMI has sponsored over 200 digital printing industry programs. Each year over 2000 industry technical, marketing and management personnel from over 600 companies attend over 20 programs covering ink jet, thermal, laser, digital printing presses, textile printing, printing consumables and other digital printing technology and application topics. For further details, contact Information Management Institute: Alvin G. Keene President Information Management Institute, Inc. 1106 Valley Crossing Carrabassett Valley, ME 04947 USA Phone: +1-207-235-2225 Fax: +1-207-235-2226 Email: imi@imiconf.com Web Site: www.imiconf.com IMPORTANT The binder for this completed program is not being sold at this time. If you would like to be contacted when another IMI conference on this topic is announced, please fill out the form below, then select the "Send to IMI…" button. Mr. Ms. Mrs. Dr. Name Job Title Organization/Company Mail Address City State, Country, Zip/Postal Code Daytime Phone Fax E-Mail Address Comments Press To send the form. Press To clear the form and start over. Return to Information Management Institute Master Schedule