Ch2: Recognizing Opportunities and Generating Ideas

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Ch2 Recognizing Opportunities and Generating
Ideas MGT3375-001 Andy Yu
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Agenda

• Identifying and recognizing opportunities
• Finding gaps in the marketplace
• Techniques for generating ideas
• Encouraging and protecting new ideas

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Identifying and Recognizing Opportunities
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What is An Opportunity?(1 of 2)

• Opportunity Defined
• An opportunity is a favorable set of
  circumstances that creates the need for a new
  product, service, or business idea.
• Most entrepreneurial firms are started in one of
  two ways
• Some firms are internally stimulated. An
  entrepreneur decides to start a firm, searches
  for and recognizes an opportunity, then starts a
  business.
• Other firms are externally stimulated. An
  entrepreneur recognizes a problem or an
  opportunity gap and creates a business to fill it.

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An Idea or Opportunity?

• The differences
• Opportunity Broader concept
• Attractive
• Timely
• Durable
• Product/ service creation
• Idea Narrower concept
• A thought, an impression, or a notion

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What is an Opportunity?(2 of 2)
An opportunity has four essential qualities
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Window of Opportunity

• Window of Opportunity
• The term window of opportunity is a metaphor
  describing the time period in which a firm can
  realistically enter a new market.
• Once the market for a new product is established,
  its window of opportunity opens, and new entrants
  flow in.
• At some point, the market matures, and the window
  of opportunity (for new entrants) closes.

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Three Ways to Identify An Opportunity
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First Approach Observing Trends(1 of 2)

• Observing Trends
• The first approach to identifying opportunities
  is to observe trends and study how they create
  opportunities for entrepreneurs to pursue.
• There are two ways that entrepreneurs can get a
  handle on changing environmental trends
• They can carefully study and observe them.
• They can purchase customized forecasts and market
  analyses from independent research firms.

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Trends?

• Four dimensions
• Economic forces
• Social forces
• Technological advances
• Political and regulatory changes

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Specifics

• Economic forces
• Teenagers with more cash and disposable income
• Increased interest in the stock market
• Social forces
• Increasing predominance of dual-income families
  leaves less time to cook at home
• Increased interest in fitness, as the result of
  new medical information warning of the hazards of
  being overweight
• Increased mobility of the population, as the
  result of better transportation and disposable
  incomes
• Technological advances
• Development of the Internet
• Advances in biotechnology
• Political and regulatory changes
• Stricter regulations on environmental protection
• Deregulation of banking, financing, etc.

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First Approach Observing Trends(2 of 2)
Environmental Trends Suggesting Business or
Product Opportunity Gaps
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Trend 1 Economic Forces

• Economic Forces
• Economic forces affect consumers level of
  disposable income.
• When studying how economic forces affect
  opportunities, it is important to evaluate who
  has money to spend and who is trying to cut
  costs.
• An increase in the number of women in the
  workforce and their related increase in
  disposable income is largely responsible for the
  number of boutique clothing stores targeting
  professional women that have opened in the past
  several years.
• Many large firms are trying to cut costs.
  Entrepreneurs have taken advantage of this trend
  by starting firms that help other firms control
  costs.

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Trend 2 Social Forces(1 of 2)

• Social Forces
• Changes in social trends provide openings for new
  businesses on an ongoing basis.
• The continual proliferation of fast-food
  restaurants, for example, isnt happening because
  people love fast food. It is happening because
  people are busy, and have disposable income.
• Similarly, the Sony Walkman was developed not
  because consumers wanted smaller radios but
  because people wanted to listen to music while on
  the go.

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Trend 2 Social Forces(2 of 2)
Examples of Social Forces That Allow For New
Business Opportunities

• Family and work patterns.
• The aging of the population.
• The increasing diversity in the workplace.
• The globalization of industry.
• The increasing focus on health care and fitness.
• The proliferation of computers and the Internet.
• The increase in the number of cell phone users.
• New forms of entertainment.

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Trend 3 Technological Advances

• Technological Advances
• Given the rapid pace of technological change, it
  is vital that entrepreneurs keep on top of how
  new technologies affect current and future
  business opportunities.
• Entire industries have emerged as the result of
  technological advances.
• Examples include the computer industry, the
  Internet, biotechnology, and digital photography.
• Once a new technology is created, new businesses
  form to take the technology to a higher level.
• For example, RealNetworks was started to add
  audio capability to the Internet.

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Trend 4 Political and Regulatory Changes

• Political and Regulatory Changes
• Political and regulatory changes provide the
  basis for new business opportunities.
• For example, laws that protect the environment
  have created opportunities for entrepreneurs to
  start firms that help other firms comply with
  environmental laws and regulations.
• Similarly, many entrepreneurial firms have been
  started to help companies comply with the
  Sarbanes-Oxley Act of 2002. The act requires
  certain companies to keep all their records,
  including e-mail messages and electronic
  documents, for at least five years.

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Second Approach Solving a Problem
Second Approach Solving a Problem
Sometimes identifying opportunities
simply involves noticing a problem and finding a
way to solve it.
These problems can be pinpointed through
observing trends and through more simple means,
such as intuition, serendipity, or chance.
Some business ideas are clearly initiated to
solve a problem.
For example, Symantec Corp. created Norton
antivirus software to guard computers against
viruses.
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Finding the Gaps in the Marketplace
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Third Approach Finding Gaps in the Marketplace

• Gaps in the Marketplace
• A third approach to identifying opportunities is
  to find a gap in the marketplace.
• A gap in the marketplace is often created when a
  product or service is needed by a specific group
  of people but doesnt represent a large enough
  market to be of interest to mainstream retailers
  or manufacturers.
• This is the reason that small clothing boutiques
  and specialty shops exist.
• The small boutiques, which often sell designer
  clothes or clothing for hard-to-fit people, are
  willing to carry merchandise that doesnt sell in
  large enough quantities for Wal-Mart, GAP, or JC
  Penney to carry.

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Personal Characteristics of the Entrepreneur
Characteristics that tend to make some people
better at recognizing opportunities than others
Prior Experience
Social Networks
Cognitive Factors
Creativity
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Prior Industry Experience

• Prior Industry Experience
• Several studies have shown that prior experience
  in an industry helps an entrepreneur recognize
  business opportunities. There are several
  explanations for this.
• By working in an industry, an individual may spot
  a market niche that is underserved.
• It is also possible that by working in an
  industry, an individual builds a network of
  social contacts who provide insights that lead to
  recognizing new opportunities.

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Cognitive Factors

• Cognitive Factors
• Studies have shown that opportunity recognition
  may be an innate skill or cognitive process.
• Some people believe that entrepreneurs have a
  sixth sense that allows them to see
  opportunities that others miss.
• This sixth sense is called entrepreneurial
  alertness, which is formally defined as the
  ability to notice things without engaging in
  deliberate search.

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Social Networks(1 of 3)

• Social Networks
• The extent and depth of an individuals social
  network affects opportunity recognition.
• People who build a substantial network of social
  and professional contacts will be exposed to more
  opportunities and ideas than people with sparse
  networks.
• In one survey of 65 start-ups, half the founders
  reported that they got their business idea
  through social contacts.
• Strong-Tie Vs. Weak-Tie Relationships
• All of us have relationships with other people
  that are called ties. (See next slide.)

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Social Networks(2 of 3)

• Nature of Strong-Tie Vs. Weak-Tie Relationships
• Strong-tie relationship are characterized by
  frequent interaction and form between coworkers,
  friends, and spouses.
• Weak-tie relationships are characterized by
  infrequent interaction and form between casual
  acquaintances.
• Result
• It is more likely that an entrepreneur will get
  new business ideas through weak-tie rather than
  strong-tie relationships. (See next slide.)

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Social Networks(3 of 3)
Why weak-tie relationships lead to more new
business ideas than strong-tie relationships
Strong-Tie Relationships
Weak-Tie Relationships
These relationships, which typically form between
like-minded individuals, tend to reinforce
insights and ideas that people already have.
The relationships, which form between casual
acquaintances, are not as apt to be between
like-minded individuals, so one person may say
something to another that sparks a completely new
idea.
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Creativity(1 of 2)

• Creativity
• Creativity is the process of generating a novel
  or useful idea.
• Opportunity recognition may be, at least in part,
  a creative process.
• For an individual, the creative process can be
  broken down into five stages, as shown on the
  next slide.

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Creativity(2 of 2)
Five Steps to Generating Creative Ideas
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Full View of the Opportunity Recognition Process
Depicts the connection between an awareness of
emerging trends and the personal characteristics
of the entrepreneur
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Techniques for Generating Ideas
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Techniques For Generating Ideas
Brainstorming
Focus Groups
Surveys
Other Techniques
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Brainstorming(1 of 2)

• Brainstorming
• Is a technique used to generate a large number of
  ideas and solutions to problems quickly.
• A brainstorming session typically involves a
  group of people, and should be targeted to a
  specific topic.
• Rules for a brainstorming session
• No criticism.
• Freewheeling is encouraged.
• The session should move quickly.
• Leap-frogging is encouraged.

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Brainstorming(2 of 2)

• Brainstorming (continued)
• There are two reasons brainstorming generates
  ideas that might not arise otherwise
• Because no criticism is allowed, people are more
  likely to offer ideas than they would in a
  traditional setting.
• Brainstorming sessions can generate more ideas
  than a traditional meeting because brainstorming
  focuses on creativity rather than evaluation.
• In most meetings, one person suggests an idea,
  and immediately the rest of the group begins
  evaluating it. This happens because most people
  are better at criticizing ideas than they are at
  suggesting new ones.

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Focus Groups

• Focus Group
• A focus group is a gathering of five to ten
  people, who have been selected based on their
  common characteristics relative to the issues
  being discussed.
• These groups are led by a trained moderator, who
  uses the internal dynamics of the group
  environment to gain insight into why people feel
  they way they do about a particular issue.
• Although focus groups are used for a variety of
  purposes, they can be used to help generate new
  business ideas.

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Surveys(1 of 2)

• Survey
• A survey is a method of gathering information
  from a sample of individuals. The sample is
  usually just a fraction of the population being
  surveyed.
• The most effective surveys sample a random
  portion of the population, meaning that the
  sample is not selected haphazardly or only from
  people who volunteer to participate.
• The quality of survey data is determined largely
  by the purpose of the survey and how it is
  conducted.
• Surveys generate new product, service, and
  business ideas because they ask specific
  questions and get specific answers.

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Surveys(2 of 2)
Example of a suspect survey technique
Self-Selected Opinion Poll
Result
Most people who take the time to participate in a
self-selected opinion poll do so because their
have either strong positive or strong negative
feels about the a particular product or topic.
Most call-in television surveys or magazine
write-in polls are highly suspect because the
participants represent whats called a
self-selected opinion poll.
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Other Techniques

• Customer Advisory Boards
• Some companies set up customer advisory boards
  that meet regularly to discuss needs, wants, and
  problems that may lead to new ideas.
• Day-In-The-Life Research
• A type of anthropological research, where the
  employees of a company spend a day with a
  customer.

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Encouraging and Protecting Ideas
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Encouraging New Ideas

• Establishing a Focal Point for Ideas
• Some firms meet the challenge of encouraging,
  collecting, and evaluating ideas by designating a
  specific person to screen and track themfor if
  its everybodys job, it may be no ones
  responsibility.
• Another approach is to establish an idea bank (or
  vault), which is a physical or digital repository
  for storing ideas.
• Encouraging Creativity at the Firm Level
• Creativity is the raw material that goes into
  innovation and should be encouraged at the
  organizational and individual supervisory level.

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Protecting Ideas From Being Lost or Stolen

• Step 1
• The idea should be put in a tangible form such as
  entered into a physical idea logbook or saved on
  a computer disk, and the date the idea was first
  thought of should be entered.
• Step 2
• The idea should be secured. This may seem like
  an obvious step, but is one that is often
  overlooked.
• Step 3
• Avoid making an inadvertent or voluntary
  disclosure of an idea, in a manner that forfeits
  the right to claim exclusive rights to it.