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T-SHOE INNOVATION PROJECT. T-SHOE INTERACTION WITH AMs. AM CLIP MARKETING PLAN: To draw a diffusion plan with the key actors in Spain. Elements of diagnosis for the diffusion strategy: The Market The Actors Strengths of the innovation: Reduce the time to market

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t shoe interaction with ams
T-SHOE INTERACTION WITH AMs

AM CLIP

MARKETING PLAN:

To draw a diffusion plan with the key actors in Spain.

  • Elements of diagnosis for the diffusion strategy:
    • The Market
    • The Actors
  • Strengths of the innovation:
    • Reduce the time to market
    • Adapted to the need for flexibility of the market (changes every 6 months)
    • Reduce cost of pre-series
    • Do not need to change the manufacturing process
  • Weaknesses of the innovation:
    • High investment
    • It is one machine tool more
    • Need of training

CIW CLUSTER

t shoe interaction with ams3
T-SHOE INTERACTION WITH AMs

AM LIFESTYLE AND STRATEG.IST :

IMPROVEMENT CIRCLES:

  • Analysis for the setting up and facilitation of Improvement Circles (IC) to analyse and adapt T-SHOE Technology to the technical and cultural requirements of target SMEs and service companies.
  • Continuous improvement to cope with changes and innovation.
  • To promote the participation of the partners and solve the problems jointly

CIW CLUSTER

am lifestyle strategi st

T-SHOE INTERACTION WITH AMs

Clients

System

Company Organisational

System

Product

System

AM LIFESTYLE - STRATEGI.ST

To whom, and where

do I offer my

products/services

BUSINESS IDEA:

How do I

organise myself

to do it

What do I

offer

CIW CLUSTER

am lifestyle strategi st5

T-SHOE INTERACTION WITH AMs

AM LIFESTYLE - STRATEGI.ST

BUSINESS IDEA:

Already existing products and new marketable products can be grouped into two different set of items, according to similarities between them:

1) High-touch products:

a) Consulting not software-linked

b) Fast prototyping

2) High-tech products:

a) Software

b) Consulting software-linked

c) 3D- Digitizer

CIW CLUSTER

am lifestyle strategi st6

T-SHOE INTERACTION WITH AMs

AM LIFESTYLE - STRATEGI.ST

BUSINESS IDEA: STRUCTURE 1

Juridical

  • Current legal structure will be maintained
  • through the same net.
  • High-tech products (software, consulting software-linked and Digitizer 3-D) are distributed Average distributor should be bigger than now in order to assure better territory coverage.
  • High-touch products (consulting not linked to software, fast prototyping service) are distributed directly by Inescop.

Organizational

  • Different resources will manage high-tech and high-touch products.
  • They will operate on a paritary basis being only subject to Inescop CEO.

Roles / functions

CIW CLUSTER

am lifestyle strategi st7

T-SHOE INTERACTION WITH AMs

+++

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AM LIFESTYLE - STRATEGI.ST

BUSINESS IDEA: STRUCTURE 1

  • No clear border-line between business and technical structures (high-touch vs high tech products)
  • Lack of dedicated entrepreneurial energies only business-oriented
  • Unclear profit and rewarding system
  • Inescop-centered decision system, heavy influence of associates
  • Risk of inefficient management of a more complex produc-system and distribution net (give-up some products/markets?)
  • Less initial costs for structure
  • Immediate availability of Inescop equipments, laboratory, tools etc.
  • No newco start-up costs

CIW CLUSTER

am lifestyle strategi st8

T-SHOE INTERACTION WITH AMs

AM LIFESTYLE - STRATEGI.ST

BUSINESS IDEA: STRUCTURE 2

A Newco X will be constituted, whose equity will be owned by Inescop (51%) and by an entrepreneur (49%).

Juridical

Organizational

High-tech products (software, consulting software-linked and Digitizer 3-D) are distributed through the same net.

Average distributor should be bigger than now in order to assure better territory coverage.

High-touch products (consulting not linked to software, fast prototyping service) are distributed by Newco X.

Roles / functions

Inescop resources will manage High-tech products.

Newco X resources will manage High-touch products.

CIW CLUSTER

am lifestyle strategi st9

T-SHOE INTERACTION WITH AMs

+++

---

AM LIFESTYLE - STRATEGI.ST

BUSINESS IDEA: STRUCTURE 2

  • Start-up costs
  • Have to co-ordinate Inescop and Newco’s activities, e.g. sell consulting no-softwares to previous software buyers from Inescop.
  • Different “energy-degree” due to different structures managing high-tech and high-touch products: Newco X profits = Entrepreneur profits while profits from high-tech sales = Inescop profits.
  • Need to introduce adequate rewarding system for high-tech managers...
  • “Dedicated” resources and structure for high-touch business (consulting ns, prototyping)
  • New entrepreneurial energies
  • Result-driven organization

CIW CLUSTER

am lifestyle strategi st10

T-SHOE INTERACTION WITH AMs

AM LIFESTYLE - STRATEGI.ST

BUSINESS IDEA: STRUCTURE 3

Juridical

  • A Newco X will be constituted, whose equity will be owned by Inescop (51%) and by an entrepreneur (49%).
  • A Newco Y will be constituted, whose equity will be owned by Inescop (51%) and by an entrepreneur (49%).

Organizational

  • High-tech products (software, consulting software-linked and Digitizer 3-D) are distributed by Newco Y through the same net.
  • Average distributor should be bigger than now in order to assure better territory coverage.
  • High-touch products (consulting not linked to software, fast prototyping service) are distributed by Newco X.

Roles / functions

  • Newco Y resources will manage High-tech products.
  • Newco X resources will manage High-touch products.

CIW CLUSTER

am lifestyle strategi st11

T-SHOE INTERACTION WITH AMs

+++

---

AM LIFESTYLE - STRATEGI.ST
  • Highest start-up costs
  • Strong entrepreneurial/profit culture may impact on Inescop internal “atmosphere”
  • Rivalry between Newco’s (profit centers) and Inescop (assets provider) must be avoided
  • Best focus on different business areas: high-tech and high-touch
  • New entrepreneurial energies
  • Result-driven organization

CIW CLUSTER

am lifestyle collaborative online working environment www innovation matters net

T-SHOE INTERACTION WITH AMs

AM LIFESTYLECOLLABORATIVE ONLINE WORKING ENVIRONMENTwww.innovation-matters.net

CIW CLUSTER

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