From Ideation to Proposal: Crafting an Innovation Strategy

39991Book:Managing Innovation: Integrating Technological, Market and Organizational Change, Enhanced Edition
SKU: 9781119713197

By: Joe Tidd; John R. Bessant

Develop a 2-3 page concept proposal based on your Unit 3 ideation work (Smart Hydration Lockers: Lockers placed in transit hubs or office buildings that allow commuters to securely store and refill their bottles, while also providing feedback on personal environmental impact.). Your proposal should build out the early-stage components of a Lean Canvas and reflect principles from Chapters 2 (Building the Innovative Organization) and 6 (Innovation Strategy) of Managing Innovation.

Your proposal must include the following six sections aligned with the Lean Canvas:

1. Introduction

Briefly describe the organization or context (real or fictional) where the innovation would be applied.
Introduce your core idea and explain how it emerged from your prior brainstorming or collaboration.
Identify the user group this solution serves and why addressing their sustainability challenge is significant.
2. Customer Segment

Clearly define the user group using:
Demographics (e.g., age, income, education, family structure)
Psychographics (e.g., lifestyle, values, attitudes, behaviors)
Geographics (e.g., neighborhood, region, climate, local norms)
Behavioral traits (e.g., usage patterns, decision-making habits)
Explain what makes this group’s needs relevant and how they are underserved in this context.
3. Problem

Identify two core pain points or challenges faced by this user group in their daily lives.
Share empathy-based insights that show why solving these problems matters from the user’s perspective.
4. Unique Value Proposition (UVP)

State your compelling value proposition, what makes the solution stand out to the user.

Describe the ultimate benefit or transformation the user will experience if the solution is implemented.

5. Solution

Outline three key features of your proposed solution that directly address the identified pain points.
Describe what the solution is and why it matters to the user.
Focus on how each feature aligns with user needs (not on how it will be implemented).