SMEs needs related to Industrial Design ' and how R

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SMEs needs related to Industrial Design ( .
and how RD can fulfill these needs )Skule
StorheillNorwegian Design Council
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NORWEGIAN DESIGN COUNCIL

• PROMOTE THE UNDERSTANDING OF,-
• AND INITIATE THE USE OF
• DESIGN AS A BUSINESS TOOL
• FOR
• INNOVATION AND COMMUNICATION
• PURPOSES
• IN NORWEGIAN INDUSTRY
• OWNED BY THE MINISTRY OF
• TRADE AND INDUSTRY
• FUNDING
• THE MINISTRY
• AD HOC PROGRAMS
• CONSULTANCY SERVICES

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How ND reaches the SMEs
Media
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Limited knowledge amongst SMEs
A Attention I Interest D Desire A
Action S Satisfaction
WHY ?
HOW ?
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Target group Norwegian industry
Design Heaven ( Eternal life)
Strategic users
Experienced users
None users
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OUR OBSERVATIONS
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Barrier 1 Design

• Design is fashion. and
• sophisticated,- visual storytelling
• and thus
• .do not
• concern my company!

• ID Industrial business tool

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Barrier 2 Our terminology and methods

• Why do we often have to make
• things so complicated and
• sophisticated ?

• KIS and TTP

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Barrier 3 Our professional idealism

• Its all
• about business !
• Our relation depends on
• understanding what keeps
• these guys awake at nights !

• Commercial attitude.

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An Ulstein innovation

• Performance based design
• Modular based design
• Value-chain based design
• Identity based design

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Some few initiatives that has made a difference.
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Some few initiatives that has made a difference
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The Industrial Design and RD challenge 3
levels of SME - performance
The Innovation Tool
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Level 1 DEVELOPMENT
!
( Technical )
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Level 2 DESIGN DEVELOPMENT
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Level 3 Design Innovation
WHAT IF ?
Unique !
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Number of professional SME s
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Top Management Focus !!!
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Level of professionalism SME needs

• Utilizing basic Industrial Design
  techniques
  re. product development
• Utilizing Industrial Design
  conceptual processing
  techniques
  
  re. innovation initiatives.

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Two important issues to address re. SMEs
needs

• ID as a business tool which addresses the
  vertical value chain
• ID as an innovation tool giving all RD
  initiatives an unique AND commercial direction.

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Design influence in the value chain

• Solves a problem and gives the user an unique
  experience both rationally as well as
  emotionally.
• The product it self expresses this in technical,
  functional and optical terms.
• Operational advantages ( Value chain )
• Production and cost structures
• Technology and materials
• Standardization of components and processes
• Internal and external logistics
• Distribution channels and sales interface
• Branding
• Environment and quality assurance
• IPR
• Return on investments ( Profit and turn over )

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Two important issues re. SMEs appreciation

• ID as a business tool which addresses the
  vertical value chain
• ID as an innovation tool giving RD initiatives
  an unique AND commercial direction.

(.. that makes a difference..! )
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ID as an innovation tool giving all RD
initiatives an unique AND commercial direction.
Introduce..
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SME needs closing statement

• Its all
• about business !
• SME Director
• If you can tell me what I must
• do to survive tomorrow based
• on an cost time - efficient
• ID formula,-
• I will lend you my ear.

• KIS - Information
• Lower the barrier for ( trial ) execution