Table S3 Sample Understand Phase Tools Scorecard

Last Updated on Wed, 08 Nov 2023 | Project Management

1	2	3	4	S	s	7
SSFM Tool	Tool Summary, Including Type and Units	Task
GOSPA						Conduct GOSPA analysis
Marketing skills and resources audit						Revise marketing core competencies and capabilities assessment
Porter's 5 Forces Analysis						Revise Porter's 5 Forces Analysis
SWOT						Revise SWOT Analysis
Customer location matrix						Define specific customer types and where they are located
Interview guide creation methods						Create interview guide
Customer selection matrix						Gather VOC data
KJ Analysis						Conduct KJ Analysis to structure and rank data
NUD screen						Document NUDs
Process mapping						Construct customer behavioraldynamics map
Survey development methods						Develop and implement customer requirements ranking survey

1	2	3	4	5	6	7
SSFM Tool	Tool Summary, Including Type and Units	Task
Quality function deployment						Translate customer requirements into technical requirements
Kano analysis						Conduct competitive benchmarking against NUDS
Brainstorming, TRIZ, mind mapping						Help generate and evaluate candidate concepts
Kano analysis, MPQ gap analysis, value chain analysis						Define qualitative and quantitative elements of value
comparison, MP price profile, value maps						Convert eMPQP to MPQP with VOC data
Key events time line						Develop category key events timeline
Won-Lost Analysis						Develop Won-Lost Analysis
Competitive position analysis template						Construct competitive position analysis
Value chain analysis						Conduct customer value chain analysis
GOSPA method/NPV analysis/pro forma cash flow analysis						Define how product fits business strategy/financial goals, and fit to marketing innovation strategy
GOSPA method
NPV, EVA, IRR, B/E analysis, SWOT, Porter's 5 Forces						Estimate concept financial potential against current risk assessment

SSFM Tool

Tool

Summary, Including Type and Units

Task

Project management methods/RACI Matrix

Create Analyze phase project plan and risk analysis

Columns 1 and 7 align the tool to a specific task and its requirement for justifying the use of the tool. (Never use a tool if you can't justify its ability to fulfill a task.)

Quality of Tool Usage, Data Integrity, and Results Versus Requirements are scored on a scale of 1 to 10 using the simple scoring templates provided in Chapter 2 .

Average Tool Score illustrates overall tool quantification across the three scoring dimensions. (A high ATS indicates that a task is being underwritten by proper tool usage.)

Data Summary is intended to illustrate the nature of the data and the specific units of measure (attribute or continuous data, scale or specific units of measure).

As part of the overall project management of the commercialization process, the control, management of risk, and key decision-making are greatly enhanced when each commercialization phase clearly defines the requirements, deliverables, tasks, and enabling tools. Recall that as in the portfolio renewal process, any vague tools-tasks-deliverables-requirements combination erodes the ability to sustain growth. When these four elements disintegrate, so does your performance, eventually resulting in erratic growth from sources (see Figure 5.5 ).

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Table S3 Sample Understand Phase Tools Scorecard

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