TRAINING

ENTREPRENEUR PMW 2015 POLBAN

03 PENGEMBANGAN PRODUK


Muhammad Iqbal, ST, MM
muhiqbal@telkomuniversity.ac.id

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PRODUCT

Lab. TEKMI, Dept. Rekayasa Industri, Universitas Telkom

PRODUCT
Thing produced by labor or eort
(Random House DicDonary, 1975)
Result of an act or a process
(Tempus Joint European Project for the Development of Quality
Assurance)
A good, idea, method, informaDon, object, or service that is
the end result of a process and serves as a need or want
saDser. It is usually a bundle of tangible and intangible
aTributes (benets, features, funcDons, uses) that a seller
oers to a buyer for purchase.
(businessdicDonary.com)
Lab. TEKMI, Dept. Rekayasa Industri, Universitas Telkom

PRODUK
Anything that can be oered to a market to
saDsfy a want or need (Kotler)
Products that are marketed include physical
goods, services, experiences, events,
persons, places, organizaDons, informaDon,
and ideas.

Klasikasi Produk
Berdasarkan durability dan tangibility, produk
dapat diklasikasikan sebagai berikut:
Nondurable goods, produk tangible yang
biasanya dikonsumsi dalam satu atau beberapa
kali penggunaan.
Durable goods, produk tangible yang biasanya
mampu dikonsumsi / digunakan lebih lama.
Services, produk yang bersifat intangible.
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Diferensiasi Produk
Form, produk dibedakan berdasarkan ukuran,
bentuk, atau struktur sik lainnya.
Features, produk dapat ditawarkan dengan
berbagai feature yang melengkapi fungsi dasarnya.
P e r f o r m a n c e Q u a l i t y , y a i t u D n g k a t a n
beroperasinya karakterisDk utama suatu produk.
Conformance Quality, yaitu Dngkatan kesamaan
dan kemampuan unit-unit produk untuk mencapai
spesikasi yang ditawarkan.
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Diferensiasi Produk
Durability, yaitu usia (operaDng life) produk.
Reliability, produk yang reliable memiliki
kemungkinan yang kecil untuk rusak / Ddak
berfungsi (fail/malfuncDoned).
Repairability, yaitu kemudahan untuk
memperbaiki produk keDka produk tersebut
rusak / Ddak berfungsi.

PENGEMBANGAN PRODUK
The set of acDviDes beginning with the percepDon
of a market opportunity and ending in the
producDon, sale, and delivery of a product (Ulrich
& Eppinger).

OPPORTUNITY

PRODUCT

Why Products Fail

Not new / Not dierent: A poor idea that really oers
nothing new to the customer

Lab. TEKMI, Dept. Rekayasa Industri, Universitas Telkom

Successful Products

Why

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Lab. TEKMI, Dept. Rekayasa Industri, Universitas Telkom

Jawablah Pertanyaan berikut

Siapa yang berkepenDngan dengan produk Anda?
Apa kebutuhan mereka?

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Mengetahui Kebutuhan
How?

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Setelah mengetahui kebutuhan

Buatlah konsep produk, temukan ide
Validasi ide tersebut kepada pihak yang
berkepenDngan.
Apakah sudah memenuhi kebutuhan mereka?
Apakah kita sudah menawarkan solusi yang
diperlukan, sehingga konsumen mau membelinya?

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CREATIVITY AND PROBLEM SOLVING

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Individual CreaDvity
The specic determinants of creaDvity are not
known (Urban)
Each man and woman is born as a creaDve
problem solver (Prince)
Knowledge is the key input to creaDvity, but
creaDve thinking requires an amtude that allows
one to search for ideas and manipulate your
knowledge and experience. (Roger von Oech)
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Lab. TEKMI, Dept. Rekayasa Industri, Universitas Telkom

KNOWLEDGE

EVERYBODY IS A
PROBLEM SOLVER
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Lab. TEKMI, Dept. Rekayasa Industri, Universitas Telkom

Individual CreaDvity
10 mental blocks that prevent individual creaDvity :
Looking for the one right answer
Excessive logical thinking
Rigidly following the rules
Being too pracDcal
Not being willing to have fun and play
Overspecializing
Avoiding ambiguity
Fear of looking foolish
Unwillingness to make an error
Believing You are not creaDve
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Lab. TEKMI, Dept. Rekayasa Industri, Universitas Telkom

INDIVIDUAL AND GROUP IDEA

GENERATIONS
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Concept GeneraDon Process

Clarify the Problem

Problem DecomposiDon

External Search

Lead Users
Experts
Patents
Literature
Benchmarking

Internal Search

Individual Methods
Group Methods

SystemaDc ExploraDon
ClassicaDon Tree
CombinaDon Table

Reect on the Process

ConDnuous Improvement

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Lab. TEKMI, Dept. Rekayasa Industri, Universitas Telkom

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Lab. TEKMI, Dept. Rekayasa Industri, Universitas Telkom

Individual and Group Sessions

Team members should spend at least some of
their concept generaDon Dme working alone

Group sessions are criDcal for building

consensus, communicaDng informaDon, and
rening concepts
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Lab. TEKMI, Dept. Rekayasa Industri, Universitas Telkom

Hints for GeneraWng SoluWon Concepts

Make Analogies
Wish and wonder
Use related sDmuli
Use unrelated sDmuli
Set quanDtaDve goals
Use the gallery method
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Lab. TEKMI, Dept. Rekayasa Industri, Universitas Telkom

Darimana Ide Berasal

External Search

Lead Users
Experts
Patents
Literature
Benchmarking
ExisDng Products

Internal Search

Individual Methods
Group Methods

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IDEA SESSION

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