OPPORTUNITY IDENTIFICATION

What Is an Opportunity?

In this context of development, opportunity best refers to creating an idea for the new product. An
opportunity may contain a product description in a newly sensed need, embryonic form, a newly
discovered technology or a rough match between possible solutions. At early stage of development,
opportunity can be thought as hypothesis about how it value created. Ultimately, some opportunity
can be a very brand new products and some might not.

For our company it might an opportunity to be a new type products that can provide a good
marketability for the consumer. Below shows the opportunity eventually pursued by our team as it
was first only from the simple idea to become good idea that can bring profitability in future. This
diagram is an example of an opportunity which will include possible solution concept, which is typical
for efforts focused on identifying opportunities for new products.
Opportunity Identification Process

Establish a charter

Having “Product Innovation Charter” is like having a goals to achieve such as growing revenues from existing
customers, entering new market segments and filling a hole in product line. In other words, it like having a
mission statement for more innovate the product. The mission statement will provide the guidance for our team.
This product where create based on the problem that usually happen in household area where 2 storey house
located. Based on our understanding, the 2 storey house not enough to get full power of water pressure due to
the water tank position. These “Product Innovation Charter” can help the consumer more understanding about
the current problem and this innovation can reach the market and attract the buyers who are satisfied enough
to use this. This is the product with high expectations and can be commercial through any market.

The important thing to appreciate in the above definition is product innovation charter is a low cost parts of the
innovation process, idea generation, and concept testing and concept development. It is only used small money
to development, building a prototype and testing using the existing recycle item.

Generate and sense many opportunities

Based on a survey were made from house to house in urban area, mostly their house is big and old. The pipe
system should have the problem by the time where it not try to improve the better system and up-to-date. By
using our Airlock, we can conclude that every house can get a power pressure water.

Below shows the strength and weakness for the internal in our product and opportunities and threats are for
external that going outside.

STRENGTH WEAKNESS

 Can be used in any household area which  Use strong force to pump water
low pressure water  Energy consumption
 Can be used any type of hose/ water pipe
 No electricity involved
  Fast, easy setup to use
 Affordable price

OPPORTUNITIES THREATS

 Affordable for every type of living standards  Market for Automatic water pump
 Commercialize disrupted
 Many competitor will come out the same
idea

Based on survey that we conducted, there are many types of water pump but only little used by manual. This
can give advantages to all the living standards. Airlock also easy to use and fast setup. The only matter is using
more energy consumption to pump the water. The opportunities exist in this innovation are generated internally
and about to be commercialize (Terwiesch and Ulrich, 2009).

We therefore, recommend that our team both focus internal and external sources of opportunities. Fortunately,
this task is made much easier through the survey as every house have water pipe to test. For some creative
people there is nothing more fun than coming up with new ideas. However, we find that the majority of people
have hard time when dealing with water as they are sharing the same pipeline with other house. Below show
the pie chart distribution of opportunities in using the Airlock.

Sales

House Area Company University Public Sector

Identifying Customer Needs

Mission Statement: Water Pipe Airlock Solution with Universal Water Tap Circular

Product description

 An easy to use, portable device for release the air from the pipe to improve the water flow
and pressure.

Key Business Goals

 Product introduced in November 2019

 50% gross margin
 30% share of portable water filter retail sales within 2 years of introduction
 Becoming the recognized by community who has problem in pipe flow.

Primary Market

 Community that has low income

Secondary Market

 Owner of terrace house

 Buyer that love to save electric bill

Assumptions

 Hand-operated
 Use when pockets of air trapped by flowing water
Stakeholders

 User
 Retailer
 Entrepreneurship
 Wholesaler

Gather Raw Data

Before creating this product, we collect the data from useful resources such as customer, gathering
involves contact with customers and experience with problem that they face. Three method that
commonly used are:

1) Interviews: Our team undergo and conduct an interview with some people that can be our
potential buyer, where we gather the data information and environment they living. The
interview last for 1 hour.

2) Focus group: Our moderator facilitates a two-hour discussion with a group of 10-15 people. It
conducted in a special room where each moderator will asking different types of question
related.
X1x1

From: Griffin, Abbie and John R. Hauser. “The Voice of the Customer”,
Marketing Science. vol. 12, no. 1, Winter 1993
Interpret Raw Data

As resulting from the interviews, we interpret the raw data into useful information. Many customers
expressed their feeling and unsatisfied with the current weak system. Each statement or observation
as listed below.

Customer Question Need statement(wrong) Need statement (right)

Why the pressure water The hose put at the higher The air inside the hose make
weak and low amount of place and the hose exposed the pressure water low
water out? to heat

I often blame the pipe Maybe they cut the water or The air stuck inside the hose
and water department doing construction and need to pump out

The product difficult to The product is not difficult The product is easy to use
use to use

I need to learn manually The product hard to learn by A learning process can be
how to use it myself settle alone

After use the product, it The product still have the The product will guarantee to
should be no problem problem even use it be working based on situation
Results and Process

The final step in the method is to showing the results and process. While the process identifying customer needs
can be easily structured, it is not exact science.

1. Customer first.

Putting the customer first as our motto, in simple terms, means that our product is new and need
support from our customers to make it known. Such a business strives to build healthy
relationships with our customers by identifying their needs and providing the best possible
solution for them. It much easier to win the business when we take care of our customers. It will
help to have a good memory and give a positive feedback for our future reference.

2. Sense of satisfaction.

How satisfied are the people involved in problem solving with our results? This is a little trick. Of course,
we want people to find a sense of fulfilment and satisfaction in our product. However, we also want people
to have a healthy sense of dissatisfaction, that we can do better, that there is still work left undone. This
should create a healthy tension and motivation, not disappointment or stress.