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Table of Contents
Introduction................................................................................................................................2

What is a Business Case and why is it important?.............................................................2

What is the process to commercialize Innovation?....................................................................2

Innovation Business Case of UberEATS...................................................................................3

Step 1:.................................................................................................................................3

Step 2:.................................................................................................................................3

Step 3:.................................................................................................................................4

Step 4:.................................................................................................................................4

Step 5:.................................................................................................................................4

Step 6:.................................................................................................................................4

NDP and Commercializing Innovation of Amazon...................................................................5

Process of NDP in Amazon................................................................................................5

Advantages and Disadvantages of protecting knowledge and Intellectual Property.................6

Advantages.........................................................................................................................6

Disadvantages....................................................................................................................6

Recommendations to access funding for an Innovative Product...............................................6

References..................................................................................................................................8

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Introduction
What is a Business Case and why is it important?
It has become increasingly critical for the board of directors and senior management to
prioritize investments that provide genuine commercial value. To convince the board or
management to accept a project, you must first create a business case that explains why the
project is needed and what the advantages would be once completed. Stakeholders and other
decision-makers may not understand the reasons for and advantages of a project. They
frequently deal with a plethora of various business divisions, objectives, and activities that
must be completed [ CITATION Ari21 \l 1033 ].

What is the process to commercialize Innovation?

The following steps can be followed to commercialize innovation in business:

 Finding and exploiting business opportunity: To be commercialized, an innovation

must plainly be connected to the demands of customers. However, we understand that
consumers may not always know what they require. Monitoring the market, basic
research, and consumer behaviour, are the keys to identifying the appropriate
prospects.
 Including the value chain in the process: It is critical to hear diverse points of view in
a development effort. When the whole value chain is involved in the project, the
various perspectives and talents may be optimally combined.
 Roles and duties must be defined.: Clear roles and duties, like with any work, are
essential for effective collaboration. Working together necessitates trust and open
exchange of information between partners. When there is rivalry among the partners
in a research consortium, trust cannot be built.
 Management of risks: Moving from a laboratory-scale invention to a full-scale facility
generally involves too many uncertainties when creating new technology. Managing
these risks is made easier by conducting pilot testing on a big enough scale prior to
full-scale deployment. Of course, the invention must be feasible both at its core and in
broader markets.
 Commercialization: Commercialization should be simple if the preceding procedures
are followed correctly. In practice, effective marketing is reliant not only on our
activities, but also on the time and market circumstances. Furthermore, the entire

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 organisation must collaborate. Commercialization necessitates seamless collaboration
between sales, marketing, production, production management, and finance – and this
cannot wait till the research project is over.

Innovation Business Case of UberEATS

UberEATS is on a mission to make healthy eating simple for everyone, anywhere. Customers
may use their service to get Uber-speed delivery from restaurants in over 80 locations around
the world. They also provide consumers with additional alternatives when it comes to eating
out and assist eateries in reaching out to new clients and growing their companies. They
provide delivery partners with an additional option to earn decent money, whether they own a
car or not [ CITATION Him20 \l 1033 ]. And, of course, they incorporate everything into the
seamless, wonderful Uber experience that customers have come to expect.

Step 1:
In this study, we are designing changes to the way individuals find food. People have been
making and selling food for ages, but smartphones have only been around for a decade. Here
UberEATS get to mix cutting-edge technology with the very old, very essential, very
universal practice of eating and enjoying cuisine. UberEATS designers are passionate about
culinary culture, logistical problems, and the needs of a fast-growing company. They take
pride in their abilities to respond swiftly, establish empathy with their consumers, and ensure
the seamless operation of complicated systems. Their designs cater to a wide range of
individuals with varying requirements, but the same principle underpins their aim to make
eating healthily simple at any time and for anybody.

Step 2:
UberEATS is present in over 80 cities across the world, each with its own culinary culture,
municipal infrastructure, and set of logistical problems. Our clients include delivery partners
searching for flexible methods to earn money, restaurant workers hoping to improve and
develop their companies, and regular folks looking for a bite to eat. The programme links
these many sorts of individuals in both digital and real encounters. Designers on the team not
only organize the pieces of each screen, but they also have an impact on how people and
objects move in the actual world. Uber continuously immerses itself in the locations where its
consumers live, work, and dine in order to understand all of its varied markets and how their
products fit into the physical circumstances of each city. They must travel there, see the city,
learn about the cuisine culture, and observe how people utilise the products they have created.

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Step 3:
Our immersion activities are built on the Walkabout Program. Every quarter, designers travel
to an UberEATS city and immerse themselves in the market. They become acquainted with
the city's culinary culture. They do research on transportation and logistics infrastructures.
They conduct interviews with delivery partners, restaurant employees, and customers. When
they return, they share what they've learned with the rest of the team. Each visit contributes to
a thorough grasp of their various markets and clients.

Step 4:
UberEATS may witness their designs in action by using order shadowing. They accompany
partners on deliveries, go to restaurants during rush hour, and sit in people's homes while they
order supper. Observing their goods in action allows them to gain a deeper understanding of
their consumers' demands, how effectively their designs answer those needs, and what
obstacles exist in the real world that they cannot duplicate in the office.

Step 5:
Uber may directly hear from consumers through fireside talks. They bring delivery partners,
restaurant staff, and customers into their offices as often as possible to discuss their
UberEATS experiences. These sessions serve as a quick method to sympathize with
consumers and bridge the gap between longer blend of creativity such as Walkabouts and
order shadows.

Step 6:
Their products are novel and complicated, necessitating the close collaboration of people and
objects in the actual world. Because it is hard to duplicate these conditions in their offices,
Uber tests designs in the actual world as soon as feasible. They monitor and iterate as soon as
chances to improve the design are identified.

Uber sees a big potential to innovate and move away from the traditional food delivery
paradigm. They began by giving driver partners the opportunity to perform both trips and
deliveries, allowing them to stay busier and make more money while working with Uber
online. They created a restaurant sales dashboard to allow cooks to track the popularity of
particular meals and adjust recipes to improve their menus. They also designed the “Under 30
Minutes” menu for customers who wish to take advantage of Uber's quickness to receive
meals quickly. The design team is continuously looking for new ways to innovate and create

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new methods for consumers to eat, restaurants to operate their businesses, and service
providers to earn money.

NDP and Commercializing Innovation of Amazon

Amazon is an example of a customer-focused product development strategy. Amazon likes to
begin with the target market and work backwards. They begin by drafting and fine-tuning the
product's press release until the wording is clear enough for everyone to understand and then
move ahead from there.

Process of NDP in Amazon

The process of developing new products serves as a link between strategy and
implementation. Although many people assume that this is largely about product design, it
also covers business variables that significantly influence definition (prior to product design),
such as product life viability (over the whole product lifetime) [ CITATION Joh19 \l 1033 ].
While NPD tends to focus on the current design of the project, the influence on similar items
in the product line (internal cannibalization) should be included as part of the product
description.

The process of NDP at amazon involves: Idea generation, which is the process of
brainstorming and coming up with fresh and unique ideas. Idea assessment entails weeding
out any concepts that aren't worth pursuing. Concept definition entails taking into account
parameters such as technological feasibility, product design, and market opportunity.
Strategic analysis entails ensuring that the ideas fit into the strategic plans of Amazon as well
as assessing demand, expenses, and profit margins. Product development and testing entails
producing a working prototype of a product or a pilot service [ CITATION NIB19 \l 1033 ].
Market testing is the process of modifying a product or service in response to consumer,
manufacturer, and support organisation feedback. This includes identifying the best time and
method for testing the new product or service. Commercialization includes determining a
price for a commodity or service as well as developing a marketing plan. The final phase is
product launch; a well-planned launch may help ensure a smooth market debut.

Product management or individual product managers who supervise the product team as well
as project management are frequently in charge of New Product Development operations.
The list of outputs demonstrates that a team may do a lot of thorough work on a product
concept before it enters the NPD process [ CITATION Que21 \l 1033 ]. Their goal is to

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guarantee that only the finest and most creative concepts enter the pipeline, and that these
concepts have the highest possibility of delivering their projected value on time.

Advantages and Disadvantages of protecting knowledge and

Intellectual Property
Advantages
To begin, patents safeguard the design of any useful or functional item. The government
gives monopoly protection to patent holders for the term of the patent's statutory life. The
patent's monopolistic nature generates a fictitious market restriction or scarcity in the market
for technology that implements the patent’s claims [ CITATION BVR18 \l 1033 ]. Due to
artificial market limitations, the patent owner is able to raise prices above the market clearing
price, resulting in abnormal profits for the patent owner.

Furthermore, when purposeful infringement occurs, patents provide greater rights. The patent
owner may be compensated for intentional infringement determined by an appropriate
person.

Disadvantages
Getting Patents can be very expensive. Direct legal fees are included, as well as soft costs
(such as an inventor's time) to convey the innovation to the patent attorney and patent offices.
If the application includes overseas countries, the costs soar.

Second, patents have a very short economic life when compared to other kinds of intellectual
property. A patent has a statutory life of 20 years from the date of the earliest effective filing
date of the patent application. Patents differ from other forms of intellectual property in that
the award procedure occupies a considerable amount of the patent's economic life, as the
earliest effective filing date is the trigger point for starting the statutory clock. This has
administrative and monetary consequences.

Recommendations to access funding for an Innovative Product

Once an innovation has been successfully created and user tested, the next stage is to bring it
to market, make revenue, and grow it up. The sort of investments to be made, as well as the
amount of uncertainty that exists, impact the ability to acquire money for this stage, as well as
its source.

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When the risks and profits are exceedingly high, venture capital is sometimes the only
available source. Bank debt is a preferable option if the risk is low and the investment
comprises mostly of the procurement of easily re-deployable hard assets [ CITATION
Bra21 \l 1033 ]. Furthermore, firms that are scaling up their innovative ideas may use a
variety of other sources of finance, including business angels (if the investment expected are
relatively small, public markets (initially), venture capital (for significant investments with
low risk) and private equity funds,

Governments have a role as well, not only by interfering in various ways to assist private
lenders of finance, but also by directly providing commercialization grants or loans to
innovative businesses.

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References
Bravo-Biosca, A., Cusolito, A. P. & Hill, J., 2021. FINANCING BUSINESS INNOVATION.
[Online]
Available at:
https://openknowledge.worldbank.org/bitstream/handle/10986/23140/91713.pdf?
sequence=2&isAllowed=y
[Accessed 12 July 2021].

BVR , 2018. What are the advantages and disadvantages of patents, copyrights, trademarks,
and trade secrets?. [Online]
Available at: https://www.bvresources.com/blogs/intellectual-property-
news/2018/03/12/what-are-the-advantages-and-disadvantages-of-patents-copyrights-
trademarks-and-trade-secrets
[Accessed 12 July 2021].

Carter, J., 2019. Product Development Strategy With Examples [2021 Guide]. [Online]
Available at: https://www.tcgen.com/product-development-strategy
[Accessed 12 July 2021].

Karimjee, A., 2021. The Business Case for More Effective Innovation. [Online]
Available at: https://www.sopheon.com/business-case-effective-innovation/
[Accessed 11 July 2021].

Kolhekar, H., 2020. How Blockchain can create New Business Model Innovation for Food
Delivery Apps like Uber Eats. [Online]
Available at: https://www.finextra.com/blogposting/19239/how-blockchain-can-create-new-
business-model-innovation-for-food-delivery-apps-like-uber-eats
[Accessed 12 July 2021].

NIBUSINESSINFO.CO.UK, 2019. Research and develop ideas, new products and services.
[Online]
Available at: https://www.nibusinessinfo.co.uk/content/new-product-development-process
[Accessed 13 July 2021].

Queensland Government Business Queensland, 2021. New product development strategy.

[Online]

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Available at: https://www.business.qld.gov.au/running-business/growing-business/becoming-
innovative/developing-products/new-products/strategy
[Accessed 12 July 2021].