思想与战略课件.pptVIP

* Footnote Source: Sources Subtitle Unit of measure AT-CZG002-120199Coyne-MSTR CONFIDENTIAL This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organization without prior written approval from McKinsey Company. This material was used by McKinsey Company during an oral presentation; it is not a complete record of the discussion. Document Date AT-CZG002-120199Coyne-MSTR * Footnote Source: Sources Subtitle Unit of measure AT-CZG002-120199Coyne-MSTR * Footnote Source: Sources Subtitle Unit of measure AT-CZG002-120199Coyne-MSTR Ideas and Strategy PRESENTATION TO *** BUSINESS PLAN COMPETITION PARTICIPANTS AT-CZG002-120199Coyne-MSTR 第一页，共二十二页。 Today Developing an idea Assessing your idea Describing your strategy A couple of wrinkles * AT-CZG002-120199Coyne-MSTR 第二页，共二十二页。 Developing an idea Why brainstorming usually fails 3 frameworks Product trees 4 killer questions The 5Cs model * AT-CZG002-120199Coyne-MSTR 第三页，共二十二页。 Unexpected users Heavy users Potential users blocked by one obstacle Potential users who differ in one way from current users Creative bundling to eliminate complements Radical distortions of key value equation components New uses for existing products New users for existing products New ways to meet existing needs Stimulating new needs . . .radically modify existing products . . . generate radical increases in existing product sales . . . develop new products Search for killer product ideas by exploring opportunities to . . . Product idea tree * AT-CZG002-120199Coyne-MSTR 第四页，共二十二页。 What would it take to make my product at half the cost? Radical distortion of key value equation components Can I reduce by half or double my distribution cost? Could I offer my product at 5 times the cost if it had greater feature/function? Could I double my product depth or cut breadth in half? What input, if reduced by half the cost, would allow me to cut my price 20