BUSINESS IDEATION

Creativity tools #1
Dr. Dina Dellyana., S.Farm., Apt., MBA., CBAP
WHAT IS IDEA?
WHAT IS IDEA?
WHAT IS IDEA?
WHAT IS IDEA?
IDEA VS OPPORTUNITY

 A Good Idea is NOT NECESSARILY a good

Opportunity
 Opportunity: Realization of idea that would give
a significant ADDED VALUE to the venture
IDEA  OPPORTUNITY
IDEA  OPPORTUNITY
ENTREPRENEURIAL PROCESS

Opportunity Resources

Business plan

Fits and gaps

Team

Founder

Sustainability : for environment, community, and society

ENTREPRENEURIAL PROCESS

O p p o rtun ity O p p o rtu n ity O p p o rtu n ity

Id e ntific a tio n Sh a p in g C a p tu rin g

Te st : Va lu e a d d e d fo r
m a rke t re se a rc h th e ve n tu re
c u sto m e r in te rvie w
OPPORTUNITY IDENTIFICATION

IDEA

CREATIVITY

OPPORTUNITY
 OPPORTUNITY SHAPING

Opportunity
Shaping 

through a series of
tests; market
research, financial
analysis,
interviewing
customers, etc.
OPPORTUNITY CAPTURING
Realization of Opportunity  give ADDED
VALUE to the venture
 HOW TO GENERATE IDEA

Systematic methods:

• PROBLEM FIND/SOLVE APPROACH

first find unmet needs

• FORTUITOUS SCAN
modifications of products already on the market
HOW TO GENERATE IDEA
PROBLEM FIND/SOLVE APPROACH
What do the customers want?
How to satisfy customers?
How to solve customer complains?

Observation

NEEDS CREATIVITY
 HOW TO GENERATE IDEA
PROBLEM FIND/SOLVE APPROACH
What do the customers want?
How to satisfy customers?
How to solve customer complains?

1. Customers with 2. The Solution?

problem/want

?
3. Products/Services
to be offered?
1. Decide what is your primary motivation/
personal Goal for starting this?

Part time
to
fulltime

Hobby based

• Large Cash flow

Positive business
2. Frame the problem and find the best model
Category Audience/Cu Ready to Pre Order Product After Sales Etc (Type of
stomer wear Bundling Care Business
Model)

B2C Young v v
mom
B2B Other v v v
shoes
seller
General ….
Industries
 3. Generate Ideas
WHAT? WHEN? WHO?
HOW?
WHY? WHERE?

Category Audience/ Business My Goal

Customer Model

B2C

B2B

General
Industries
 4. Evaluate Idea and Narrow it Down

Category Audience/C Business My Goal Experience Market Capital

ustomer Model & Opportunity
Connection

B2C

B2B

General
Industries
 5. Deep Dive on Those 2/3 Ideas

1. Online survey
2. Talk with potential customer
3. Talk with suppliers
4. Test Market!

Talk to
Evaluate & Write a
stakeholder
Refine your concise
you don’t
idea business plan
know
1. Friends and Families
1. Description of Idea
2. Talk to potential investors
2. The Business Model
3. Online research
3. Estimated Cost and revenue
4. External dependencies?
4. SWOT of your Business
 HOW TO GENERATE IDEA
FORTUITOUS SCAN
dimensional analysis

analogy

morphology matrix

2-columns

competitive analysis

big winner

SCAMPER
• DIMENSIONAL
• ANALOGY
ANALYSIS
http://uk.gizmodo.com/mp3%20pen.jpg

- Bicycle
- Car

http://sepedakreatif.files.wordpress.com/2007/08/firequad1a.jpg
- Ink: dry fast
- Body: colorful
- Cover: material
- Function: plus radio/light
 • MORPHOLOGICAL MATRIX

Contain
beverage can bottle bag box

Material for waxed

drink container aluminum plastic glass
cardboard
Mechanism to
provide access

http://img.dailymail.co.uk/i/pix/2006/06/Juices190606_593x600.jpg
pull tab insert straw twist top tear corner
to juice

Display of
product shape of color of
container labels material
information

Manufacturing
sequence serial concurrent

Source: Dym & Little, Engineering Design

 http://www.agfilho.com/CarAstonMartin.jpg

-
-
-
-
ANALYSIS

Break-down
Re-assemble

Cost analysis
• COMPETITIVE

Process analysis
http://www.bjzzhd.com/ois/uploadfile/com_content/118610132192327300.JPG

- Ambience
Current taste:
- Comfortable

- Hip hop music

• BIG WINNER

http://www.malkelapagading.com/images/upload/articles/images/jco_donut.jpg
Other people see things and say ‘Why?’ ….
But I dream things that never were and say
‘Why not?’

George Bernard Shaw

 EXERCISE
• CREATE AN IDEA OF PRODUCT OR BUSINESS
USING ONE OF CREATIVITY TOOL WITH YOUR
GROUP
• PRESENT IT INFRONT OF THE CLASS
THANK YOU