Engineering Innovative Products A Practical Experience 1st Edition by Roger Woods, Karen Rafferty, Julian Murphy, Paul Hermon ISBN 1118757734 978-1118757734

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Product details: 

ISBN 10:  1118757734 

ISBN 13: 978-1118757734

Author: Roger Woods, Karen Rafferty, Julian Murphy, Paul Hermon 

“The book provides vital insights into commercial development for engineering students in a highly practical and applied manner. Over the past 3 years, application of the book’s material has allowed the students to develop their commercial literacy and ambition in the University.”
―Steve Orr, Director, Northern Ireland Science Park CONNECT program which looks to accelerate the growth of knowledge-based companies in Northern Ireland
Engineering Innovative Products: A Practical Experience is a pioneering book that will be of key use to senior undergraduate and graduate engineering students who are being encouraged to explore innovation and commercialization as part of their courses. The book will teach the essential skills of entrepreneurship and address the fundamental requirements needed to establish a successful technology company.

As well as providing the crucial background and insights enabling students to identify a key market, it also offers a highly practical guide to undertaking genuine product validation and producing a feasibility study, as well as providing vital insights into the challenges and demands in forming a technology based company.

Key features:

Outlines how to develop and grow an engineering solution which has market potential and covers key business aspects of giving the perfect pitch, sales and marketing, protection of ideas and finance, to offer a complete and practical guide to commercializing ideas.
Provides vital insight into the design and innovation processes within engineering and the challenges and pitfalls in translating good ideas into great products.
Features contributions from leading experts in marketing, finance, company formation, sales and intellectual protection which provides details of the challenges faced by innovators when commercializing ideas.
Includes Ccase studies from engineering students who give insights into how they have successfully developed their own ideas into companies.

Table of contents: 

1 Introduction
1.1 Introduction
1.2 Importance of SMEs
1.3 Inspiring Innovation for Engineers
1.4 Rationale
1.5 Focus
1.6 Processes and Organization of Course
1.7 Breakdown of Book Material
References

2 Idea Generation, Filtering and Development
2.1 Introduction
2.2 Timeline
2.3 Team Structure
2.3.1 Team Working Theory
2.3.2 Team Roles
2.4 Idea Generation
2.4.1 Mentor Role
2.4.2 Role of the Team
2.4.3 Role of the Individual
2.4.4 Imitation
2.5 To Filter or not!
2.5.1 Already exists
2.5.2 Market Issues
2.5.3 Technically too Difficult
2.5.4 Beyond Expertise
2.5.5 Difficult to Pitch
2.5.6 No Potential for Future Development
2.6 Idea Incubation and Development
2.7 Conclusions
References

3 The Ideal Pitch
3.1 Introduction
3.2 Business Pitch
3.2.1 CONNECT Springboard
3.2.2 Pitch Outline
3.3 Case Studies
3.3.1 MVR
3.3.2 Nutrifit
3.3.3 Noctua
3.4 Pain and Solution
3.5 Value Proposition and Technology
3.6 Market and Competition
3.7 Company Traction and Go to Market Strategy
3.8 Finance
3.9 Presentation Process
3.10 Concluding Remarks
References

4 Creating an Effective Business Plan
4.1 Introduction
4.2 Business Plan
4.2.1 Business Plan Outline
4.2.2 Executive Summary
4.3 Company
4.3.1 Team
4.3.2 Branding
4.4 The Business
4.4.1 Products and Services
4.4.2 Uniqueness
4.4.3 Future Products
4.5 Business Strategy
4.5.1 Corporate Strategy
4.5.2 Competitive Edge
4.5.3 Pricing Strategy
4.5.4 Sales Strategy
4.6 Market
4.6.1 Market Definition
4.6.2 Key Market Segments
4.6.3 Market Trends
4.6.4 Target Market
4.7 Competition
4.7.1 Direct Competition
4.7.2 Indirect Competition
4.7.3 How We Compare
4.8 Market Analysis
4.8.1 Market Growth
4.8.2 Position
4.8.3 Pricing
4.8.4 Sales Strategy and Projection
4.8.5 Distribution
4.8.6 Advertising and Promotion
4.9 Finances
4.9.1 Costs
4.9.2 Breakeven Analysis
4.9.3 Profit and Loss Accounts
4.9.4 Balance Sheet
4.9.5 Performance Ratios
4.10 Concluding Remarks
References

5 Brands that Connect Create Differences that Matter
5.1 Introduction
5.2 Why Branding Matters
5.2.1 The Branding Evolution
5.2.2 The Dynamics of Trust
5.3 The Doing Part of Branding
5.3.1 A Brilliant Idea
5.3.2 Be Useful
5.3.3 Be Credible
5.3.4 Have a Dominant Proposition
5.3.5 Brand Check Your Idea
5.3.6 Belief Systems Influence Behavior
5.4 The Secret Sauce: Tell a Great Story
5.5 World Beating Attitude
5.5.1 Who Else Is Out There?
5.5.2 Do Your Homework
5.6 Name It. Name It Good.
5.6.1 Taglines Can Make Things Simple, Not Dumb.
5.7 Brand Strategy
5.7.1 Make Sense to Your Advocates and Customers
5.7.2 A Word on Industrial/Tech Branding
5.8 A Coherent Visual Identity
5.8.1 A Central Visual Image
5.8.2 But What About My Logo?
5.8.3 Brand Touchpoints
5.9 A Final Thought
References

6 The Marketing of Your Business Is Your Business
6.1 Introduction
6.2 Definition of Marketing and Marketing Communication
6.2.1 Identifying Your Target Market
6.2.2 Market Research for New Companies, Products, or Services
6.3 Target Market Size and Trends
6.3.1 Segments
6.3.2 Competition
6.3.3 Market Cycles
6.4 Demand Indicators – Keyword Tools
6.4.1 The Value Proposition – Features Tell, Benefits Sell
6.5 Evaluating Your Market Research
6.6 Your Marketing Strategy
6.6.1 Monitoring Reputation
6.7 Promotional Techniques
6.7.1 Offline Marketing
6.7.2 Online Marketing
6.7.3 Websites
6.7.4 Search Engine Optimization
6.7.5 Website Analytics
6.7.6 Affiliate Marketing
6.7.7 Email Marketing
6.7.8 Social Media
6.8 What Is Social Media and Why Is It Important for Business?
6.8.1 Facebook Facts
6.8.2 YouTube, Vimeo, and the Use of Video for Business
6.8.3 Twitter
6.8.4 Branding and Twitter
6.9 Case Studies and Referrals
6.10 Conclusions

7 Intellectual Property
8 Finance
9 Preliminary Design and Concept Prototype
10 Full Product Development
11 Case Study: Buteos
12 Student Project to Commercial Project: A Complex Journey
13 Assessment
14 Final Thoughts

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Tags: Roger Woods, Karen Rafferty, Julian Murphy, Paul Hermon, Engineering Innovative, A Practical Experience