Technology to Job Mapping

Transcription

1 Technology to Job Mapping Dr. Robert McNamee Managing Director, & Entrepreneur Fox School of Business, Temple University Dr. Andrew Maxwell Director Bergeron Entrepreneurs in Science & Technology, Lassonde School of Engineering 2014 Robert McNamee & Andrew Maxwell

2 What is a Technology? a manner of accomplishing a task especially using technical processes, methods, or knowledge Can [usually] accomplish mul@ple tasks Accomplishes each task in specific ways (strength/ weakness) Mul@ple alterna@ve technologies can also do the same task Technology Original Applica1on (Job) Major / Unexpected Applica1on (Job) Botox Treat Strabismus Wrinkle Reduc@on Viagra Heart Drug Impotence NASA Algae Oxygena@on Baby Formula

3 What is a Job? A Job describes the series of steps that a user engages in to sa@sfy a need (can be simple ac@vity or complex process). Customers hire products or services to get a job done About what they are trying to accomplish (not what they do) Mul@ple alterna@ves ordinarily exist to get the job done Hired Product / Service MS Word Heart Monitor Scalpel/Laser Razor/Barber/Aesthe@cian Job / Need Write a document Track Vitals Cut Shave / Remove hair hbp://

4 Products / Services vs. Technologies & Jobs A product or service is built / delivered by applying some technologies or capabili@es to do a specific customer job Product / Service Some@mes go- to- market barriers or users resistance to adopt can drive us to look for alterna@ve applica@ons (jobs) Underlying technologies may be unique or common and the organiza@ons ability to deliver that technology / capability may be strong or weak Technology / Capability Customer Job That technology or capability can usually also be applied to accomplish [other] tasks relevant to other jobs Other alterna@ves usually exist that can also be used to accomplish the original as well as alterna@ve jobs

5 Exercise Process Advice Ask / reframe question to get the group thinking Ques@on assump@ons constantly Don t restrict or limit statements / claims unnecessarily Post-It Notes Write one idea per post- it Try to write legibly Write everything down! Don t trust your memory! No Judgment / Don t Filter Write down anything that seems relevant; don t trust your memory!!! (including things others say as well as your own thoughts) Find a spot to place every post- it on the template Make sure to iden@fy unknowns / unanswered ques@ons as you go It s ok to go back to earlier sec@ons to add more ideas

6 Mapping Tech. to Jobs First Deconstruct Technology What or tasks can the technology accomplish? Under what can it accomplish these things? (include other unique / interes@ng aspects of how it does things) In what instances are these strengths / when might this be good? (also when might this seem like a weakness or seem bad) Second Construct Relevant Jobs What customer jobs require these func@ons or tasks? (e.g., what are situa@ons when these tasks are useful) Which jobs are currently unmet and which have alterna@ves? (also iden@fy alterna@ves or compe@tors when they exist) What are the advantages of this technology in each job? (consider the complete process within the job and the consump@on chain for this product / service vs. alterna@ves)

7 As the technologist describes the technology write post- it notes (as many as you can) Engineering to rapidly collect air samples Installed on a rocket and rapidly cycles storage canisters Used during ascent to collect air samples Uses medical style syringe + vial w/ membrane closure

8 Collects air samples Stores air samples Timestamps air samples Can only sample air? A`er aspects of the technology you can the core, most important aspects of the technology (part 1b and 2b) Can collect samples on a rapidly moving vehicle Sample collec@on and analysis / tes@ng steps separated Could collect samples if the medium to be tested is moving Samples collected (and linked collected) Requires mul@ple canisters for collec@on

9 When changing must be measured When / equipment is expensive / date info. must be linked to samples PPM thresholds and link to container volume Alterna@ve w/ mul@ple small filters and storage mechanism When need immediate results (act fast on results) When PPM is too low to be accurately captured in canister When canister cost is too high When your bus. model is linked to selling canisters Turn a weakness to a strength?

10 combine gathering and Filters work to detect small amounts but cannot Common a filter to catch contaminants If tes@ng equipment is expensive this will reduce cost Pollu@on and air quality monitoring solu@ons exist Unclear if there are any solu@ons for hospital applica@on Exis@ng solu@ons may combine gathering and tes@ng Unclear if alterna@ves link sample / place Pollu@on Monitoring (Industrial / Factories) Hospital outbreak tracking (w/ mobile samplers) Air Quality Monitoring (Ci@es / Regions) Drone based (w/ GPS) air sampling over large regions

11 Finally, two to three where the technology seems like it might offer promise: Addresses Salient Customer Need / Job Offers Compe@@ve Advantage Reasonable Technology Development Costs These will be your star@ng points tomorrow night! Compliance pollu@on tes@ng outside factories Filter change / storage to stamp to exis@ng systems Drone- based air sampling for homeland security