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i actually did an innovation and development assignment on this with a friend for uni. our idea was something along the same lines. cant find the whole thing but here was the little plan: Basically the whole assignment was bullshit and we did 3000 words on the day it was due but still got a good mark.
Intro
In the mid to late 1990¡¦s, music files available for downloading and sharing from the internet was rapidly growing in popularity. Consumers used to paying full price for CD¡¦s in retail stores were taking full advantage of the ability to download their favourite cd¡¦s for free and burn them to discs. (talk about how this could not last, the demise of napster, the current resurgence of alternatives (kazaa) but its limitations.
Details of the concept
Includes PIC. Also we need to include a service blue print (probably look at text book for info on this. This will be a major part of the assignment. Clear details of the business process. Relationships with suppliers, advantages to consumers. Music to consumers via mp3 files that are available to members who pay a small fee. Monthy fee or per usage? Consumers then able to custom their CD however they wish. Government regulations to be overcome. Persuading record companies our concept will be beneficial to them, etc, etc.
Obstacles:
Consumers who want the look and feel of the real CD. Solution ¡V CD labels, but will also require record company involvement and approval.
Demand Analysis
Who is the target market. The possible target market is constantly expanding (everyone enjoys
music). Teenagers and 20 somethings are a very large target market. Analyse the characteristics of the target market. They were unwilling to pay for Napster, whats changed? Are they innovators, early adopters? Generally, yes. There are those who still want the originality of the CD¡¦s. Those who are satisfied currently with Kazaa and the likes. Then number crunching (ABS statistics), ATAR model.
NPD process
Opportunity Identification ¡V gap in the market, ¡§a better napster¡¨
Concept Generation ¡V how can we be different, and be legal.
Concept Evaluation ¡V Is our concept valid ¡V> detail why we think so.
Production ¡V How will we get the ball rolling. Record Company alliances, advertising, staff
Launch ¡V advertising, PR, build-up!
Full Product Protocol Statement
Core product ¡V entertainment, fun
Actual products ¡V the actual program file, the actual mp3 files, information,
Augmented products ¡V blank CD¡¦s the obvious one (possibly actual product), technical help, IT help, etc. ?³ look up textbooks on this for better description.
Design and Development
Basically a more detailed part of the Development stage in the NPD.
Commercialisation
The Launch details, just more detail again from the NPD. Launch activities, PR, exposure! Also, post launch tracking.
Conclusion
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