Roadmapping for strategy and innovation Rob Phaal & Jim Trueman 13 May 2014
Topics Introduction to roadmapping Roadmapping case studies
Structured visualisation of strategy supports communication and alignment Typical viewpoints Functional perspectives (Roadmap architecture) Roadmap framework (Supports integrated and aligned strategic and innovation planning) Time Past Short-term Medium-term Long-term Vision Knowledge types When? Information types commercial & strategic perspectives Design, development & production perspectives Technology & research perspectives Market Business Product Service System Technology Science Resources Route(s) forward Why? Pull What? Push How? Drivers Strategy Needs Form Function Performance Solutions Capabilities Resources Key questions: 2) Where are 3) How can we 1) Where do we we now? get there? want to go?
Roadmaps provide a consistent framework throughout the strategic planning / innovation process Process funnel (e.g. strategy, new product development) Market-Technology, Summary-Detail Iteration Requirements fluid Concepts fuzzy Many unknowns Many options Many assumptions Few constraints Scenarios Effort Time Requirements clear, stable Concepts clear, stable Fewer unknowns, risks understood Fewer options, greater constraints???????????????????? Divergent process Convergent process Explore Shape Plan Implement
A platform for integrated strategy toolkits SWOT (Strengths, Weaknesses, Opportunities, Threats) Innovation System Structure (taxonomy) Scaleable (hierarchy) STEEPI (Social, Technological, Economic, Environmental, Political, l Infrastructural t Trends & Drivers) Linking grids Market Business Product Service System Technology Resources Porter s Foresight Five Forces Technology Intelligence t Scenario Valuation Portfolio Balanced scorecard
Typical roadmapping workshop activities ( (Breadth & Depth))
Communication roadmap design process Design workshop 120 page roadmap document & detailed graphics Dr Clive Kerr civk2@cam.ac.uk Communication roadmap EU Graphene Flagship Bonaccorso et. al., 2012
Roadmapping: a flexible strategic lens Sector Emerging technologies and clusters Sector level coordination and policy Strategic workforce planning Explore Front-end strategy and venturing Business and corporate strategy Corporate synergy and coordination Target Linking R&D to the business Integrated strategy for new product development Strategic alignment with suppliers Company
Roadmapping for strategy and innovation Case studies Jim Trueman, Principal Industrial Fellow 13 May 2014
Case Studies 1. The Classic Roadmap: Re-aligning an industrial sector with changing trends and drivers Key characteristics: need to identify specific technology focus areas market trends and business drivers are well understood Major project, sustained commitment 2. Emerging Technology: Aligning multiple stakeholders; prioritising investment Key characteristics: Multiple potential technology applications High levels of uncertainty around market trends, technology direction Structured, highly participative workshops 3. Corporate Strategy t and Stress Testing: Many applications IfM Fast-Start Roadmap workshops
The Classic Roadmap AA2020 Australian Automotive Roadmap
Industrial Strategy for an Industry sector - AA2020 Australian Automotive Roadmap $1.3 billion Green Car Innovation Fund Urgent need for Roadmap Identification of Partners AA2020 Programme
Process, Participation & Outputs 220 Participants from 160 organisations included: vehicle producers, automotive suppliers, research organisations, relevant non-automotive companies, government officials and other stakeholder groups.
Opportunity Develop high capacity, low cost, on-vehicle CNG storage tanks. Potential Benefit The Triple Bottom Line Profit There is a potential for this technology to enable the wider adoption of CNG in passenger vehicle (a market that is currently very small). Opportunity CNG powered vehicles are more widely available in other markets (with millions Develop high capacity, low cost, on-vehicle CNG storage tanks. currently in service). This forms a large and growing potential export market for tanks with increased capacity and flexibility, lower cost and lower weight. People Local development and manufacture of revolutionary CNG tank technology will lead to employment opportunities Potential especially Benefit if an export The market Triple can Bottom be Line Profit established. There is a potential for this technology to enable the wider adoption of CNG in CNG is a local resource, passenger so exploiting vehicle (a it in market Australia that will is currently benefit local very people. small). Opportunity Additionally, these CNG tanks powered are likely vehicles to incorporate are more lightweight widely available metals, in exploiting other markets (with millions Develop high capacity, low cost, on-vehicle CNG storage tanks. Australian resources. currently in service). This forms a large and growing potential export market Planet As an enabling technology for tanks for with the increased widespread capacity adoption and of flexibility, CNG fuelled lower vehicles, cost and lower weight. People the technology represents Local development a potential 25% and manufacture reduction in CO2 of revolutionary emissions when CNG tank technology will compared to a conventional lead to employment petrol vehicle. opportunities Potential especially Benefit if an export The market Triple can Bottom be Line Profit established. There is a potential for this technology to enable the wider adoption of CNG in CNG is a local resource, passenger so exploiting vehicle (a it in market Australia that will is currently benefit local very people. small). Opportunity Australian Additionally, these Capability CNG tanks powered are to likely Deliver vehicles to incorporate are more lightweight widely available metals, in exploiting other markets (with millions Develop high capacity, low cost, on-vehicle CNG storage tanks. Current Capabilities Australian resources. currently in service). This forms a large and growing potential export market Actions to Plug Gaps Planet As an enabling technology for tanks for with the increased widespread capacity adoption and of flexibility, CNG fuelled lower vehicles, cost and lower weight. Auto Supply Base There is current capability for the An opportunity exists for the People the technology represents Local development a potential 25% and manufacture reduction in CO2 of revolutionary emissions when CNG tank technology will manufacture of LPG tanks in the combination of lightweight, compared to a conventional lead to employment petrol vehicle. opportunities Potential especially Benefit if an export The market Triple can Bottom be Line automotive industry. Profit conformable tanks with low established. There is a potential for this technology to enable the wider adoption of CNG in Using existing expertise, this pressure, adsorbent-based CNG CNG is a local resource, passenger so exploiting vehicle (a it in market Australia that will is currently benefit local very people. small). capability could be adapted to suit storage. Opportunity the manufacture of CNG equipment. Australian Additionally, these Demand Capability CNG tanks powered are for this technology to likely Deliver vehicles to incorporate are more lightweight widely available metals, in exploiting other markets (with millions Develop high capacity, will low be cost, on-vehicle CNG storage tanks. Current Capabilities Australian resources. currently in service). This forms a large and growing potential export market driven by the global perspective. Actions to Plug Gaps Planet As an enabling technology for tanks for with the increased widespread capacity adoption and of flexibility, CNG fuelled lower vehicles, cost and lower weight. Auto Supply Base There is current capability The for global the perspective An opportunity demands exists for the People the technology represents Local development a potential 25% and manufacture reduction in CO2 of revolutionary emissions when CNG tank technology will manufacture of LPG tanks harmonisation in the of (or combination compliance of lightweight, compared to a conventional lead to employment petrol vehicle. opportunities Potential especially Benefit if an export The market Triple can Bottom be Line automotive industry. with) all Profit recognised conformable design tanks with low established. There is a potential for this technology to enable the wider adoption of CNG in Using existing expertise, standards this for installation pressure, and adsorbent-based CNG CNG is a local resource, passenger so exploiting vehicle (a it in market Australia that will is currently benefit local very people. small). capability could be adapted service. to suit storage. Opportunity Non-Auto Supply Low cost, lightweight the tank manufacture materials of CNG A equipment. design and material Australian Additionally, these Demand performance Capability CNG tanks powered are this technology to likely Deliver vehicles to incorporate are more lightweight widely available metals, in exploiting other markets (with millions Develop high capacity, will low be cost, on-vehicle CNG storage tanks. Base and techniques can be transferred specification Current Capabilities Australian resources. currently in service). This forms a large and growing potential export market must be driven set to by the global perspective. Actions to Plug Gaps Planet As an enabling technology for tanks for with the increased widespread capacity adoption and of flexibility, CNG fuelled lower vehicles, cost and lower weight. from expertise Auto gained Supply in other Base There determine is current where capability knowledge The for global the from perspective An opportunity demands exists for the People the technology represents Local development a potential 25% and manufacture reduction in CO2 of revolutionary emissions when CNG tank technology will industries. manufacture outside the of LPG automotive tanks harmonisation in industry the can of (or combination compliance of lightweight, compared to a conventional lead to employment petrol vehicle. opportunities Potential especially Benefit if an export The market Triple can Bottom be Line automotive be applied. industry. with) all Profit recognised conformable design tanks with low established. There is a potential for this technology to enable the wider adoption of CNG in Science Base The science and research industry is Using Tradeoffs existing expertise, between standards quality, this cost for and installation pressure, and adsorbent-based CNG CNG is a local resource, passenger so exploiting vehicle (a it in market Australia that will is currently benefit local very people. small). already equipped to examine the capability performance could be of adapted adsorbent service. to suit storage. Non-Auto development Supply of appropriate Low cost, lightweight the tank manufacture technologies materials of will CNG need A equipment. design to be and material Australian Additionally, these Demand performance Capability CNG tanks powered are this technology to likely Deliver vehicles to incorporate are more lightweight widely available metals, in exploiting other markets (with millions will be Base adsorbents for CNG and storage. techniques can be transferred investigated. specification Current Capabilities Australian resources. currently in service). This forms a large and growing potential export market must be driven set to by the global perspective. Actions to Plug Gaps Planet As an enabling technology for tanks for with the increased widespread capacity adoption and of flexibility, CNG fuelled lower vehicles, cost and lower weight. Other from expertise Auto gained Supply in other Base There determine is current where capability knowledge The for global the from perspective An opportunity demands exists for the People the technology represents Local development a potential 25% and manufacture reduction in CO2 of revolutionary emissions when CNG tank technology will industries. manufacture outside the of LPG automotive tanks harmonisation in industry the can of (or combination compliance of lightweight, compared to a conventional lead to employment petrol vehicle. opportunities especially if an export market can be automotive be applied. industry. with) all recognised conformable design tanks with low established. Science Base The science and research industry is Using Tradeoffs existing expertise, between standards quality, this cost for and installation pressure, and adsorbent-based CNG CNG is a local resource, so exploiting it in Australia will benefit local people. Actions: Policy & already equipped to examine Green the car funding capability availability performance could for be of adapted adsorbent service. to suit storage. Funding Non-Auto development Supply of appropriate Low cost, research lightweight and development the tank manufacture technologies materials of will CNG need A equipment. design to be and material Australian Additionally, these Demand performance Capability tanks are this technology to likely Deliver to incorporate lightweight metals, exploiting will be Base adsorbents for CNG and storage. techniques programs. can be transferred investigated. specification Current Capabilities Australian resources. must be driven set to by the global perspective. Actions to Plug Gaps Planet As an enabling technology for the widespread adoption of CNG fuelled vehicles, Actions: Skills & Other Knowledge and capability to train from expertise Auto gained Supply in other Base There determine is current where capability knowledge The for global the from perspective An opportunity demands exists for the the technology represents a potential 25% reduction in CO2 emissions when Infrastructure the public about the misconceptions industries. manufacture outside the of LPG automotive tanks harmonisation in industry the can of (or combination compliance of lightweight, compared to a conventional petrol vehicle. automotive be applied. industry. with) all recognised conformable design tanks with low Science Base The science and research industry is Using Tradeoffs existing expertise, between standards quality, this cost for and installation pressure, and adsorbent-based CNG Actions: Policy & already equipped to examine Green the car funding capability availability performance could for be of adapted adsorbent service. to suit storage. Funding Non-Auto development Supply of appropriate Low cost, research lightweight and development the tank manufacture technologies materials of will CNG need A equipment. design to be and material Australian Demand performance Capability this technology to Deliver will be Base adsorbents for CNG and storage. techniques programs. can be transferred investigated. specification Current Capabilities must be driven set to by the global perspective. Actions to Plug Gaps Actions: Skills & Other Knowledge and capability to train from expertise Auto gained Supply in other Base There determine is current where capability knowledge The for global the from perspective An opportunity demands exists for the Infrastructure the public about the misconceptions industries. manufacture outside the of LPG automotive tanks harmonisation in industry the can of (or combination compliance of lightweight, automotive be applied. industry. with) all recognised conformable design tanks with low Science Base The science and research industry is Using Tradeoffs existing expertise, between standards quality, this cost for and installation pressure, and adsorbent-based CNG Actions: Policy & already equipped to examine Green the car funding capability availability performance could for be of adapted adsorbent service. to suit storage. Funding Non-Auto development Supply of appropriate Low cost, research lightweight and development the tank manufacture technologies materials of will CNG need A equipment. design to be and material Demand performance this technology will be Base adsorbents for CNG and storage. techniques programs. can be transferred investigated. specification must be driven set to by the global perspective. Actions: Skills & Other Knowledge and capability to train from expertise gained in other determine where knowledge The global from perspective demands Infrastructure the public about the misconceptions industries. outside the automotive harmonisation industry can of (or compliance be applied. with) all recognised design Science Base The science and research industry is Tradeoffs between standards quality, cost for and installation and Actions: Policy & already equipped to examine Green the car funding availability performance for of adsorbent service. Funding Non-Auto development Supply of appropriate Low cost, research lightweight and development tank technologies materials will need A design to be and material performance Base adsorbents for CNG and storage. techniques programs. can be transferred investigated. specification must be set to Actions: Skills & Other Knowledge and capability to train from expertise gained in other determine where knowledge from Infrastructure the public about the misconceptions industries. outside the automotive industry can be applied. Science Base The science and research industry is Tradeoffs between quality, cost and Actions: Policy & already equipped to examine Green the car funding availability performance for of adsorbent Funding development of appropriate research and development technologies will need to be adsorbents for CNG storage. programs. investigated. Actions: Skills & Other Knowledge and capability to train Infrastructure the public about the misconceptions Actions: Policy & Funding Actions: Skills & Infrastructure Green car funding availability for research and development programs. Knowledge and capability to train the public about the misconceptions AA2020 Process Priorities & Recommendations Application Benefits: Profit People Planet Likelihood of Success Cost 38 Applications 4 Themes
What did Stakeholders say afterwards? The AA2020 Roadmap has changed the way we perceive the Australian automotive industry. It has provided a vital context in which to understand and pursue opportunities for our technology in the automotive market. Anthony Kongats CEO, CAP-XX The Automotive Australia 2020 Roadmap charts the industry s capabilities, needs, commercial potential, and opportunities for expansion over the next decade and beyond. Over 220 people from 160 organisations contributed to creating the roadmap, delivering strong industry support for the directions suggested by the roadmap, and an eagerness to be involved in its implementation - to build competitive advantage wherever we can. Senator Kim Carr - Minister for Innovation, Industry, Science and Research
Related Case Studies To help protect your privacy, PowerPoint prevented this external picture from being automatically downloaded. To download and display this picture, click Options in the Message Bar, and then click Enable external content.
Emerging Technology A Synthetic Biology Roadmap for the UK
A Synthetic Biology Roadmap for the UK Synthetic biology was identified by the Technology Strategy Board as one of the eight emerging technologies to be supported by the UK government Synthetic ti Biology Roadmap Co-ordination Group established to inform government on likely timeframe and actions required to establish a world leading science base and Synthetic Biology Industry in the UK Co-ordination ordination Group provided subject matter expertise; IfM ECS provide process and facilitation. Multiple workshops involving 70 participants across 52 organisations
Social and Ethical Technological Environmental Economic Political & Legal Consumers / Users Channels to Market Existing (Big) Industry Technology Co.s & Start-ups Science base Regulation & Approval Competition Past 2012 Short term 2015 2015 Medium term 2020 2020 Long term 2030 Vision 2030+ Food security Conflict over land-use Environmental pressure (eg food v biofuel) on waste Public ignorant or Need to reduce healthcare negative perception costs Ethical framework for Embedding synthetic SB biology in other areas of bioscience. Global adoption of standards Climate change/green technologies Oil security, cost and scarcity Materials security, cost and scarcity Exponential trends in Informed policy for SB technology and ICT Public views and values Need to select key categories UK can excel in SMEs & Spin-Outs to drive innovation Antibiotic resistance UK economic recovery Managing risk (e.g. moving beyond contained use) Disruptive products start to appear Successful growth of SMEs/marquee companies Public acceptance in face of need New diseases, threats to human, animal and plant health. Multidisciplinary confluence and barriers UK R&D recognised as leading edge, but lacking resources of US & China Need for genuine market pull for a product Public Funding Adoption & scale-up by large industry Innovation with academia Reduced development time to market Stable regulatory framework International Competition Strengthen UK science Determining added value base sophisticated SB approach in industry applications Need to attract inward investment Biological threats Providing new tools for use across the biosciences (output, benefits) High value applications in commercial use Channels to market developed Opportunity Name Team Members Next Steps: Describe the Opportunity Why is this a Strong Opportunity? What Further Information do we need? How able to deliver this opportunity is Cordoba? Which Regional Drivers does it help us to meet? How will it contribute to the Regional Digital EcoSystem? What we can Deliver What Capabilities do we Need to Deliver this? Other Enablers Required How does the opportunity fit with current corporate strengths How will we fill technology and enabler gaps? Where do we stand against the competition? Give detail of the opportunity: what problem is being addressed, for which group of businesses or citizens How will this opportunity help to deliver against the priorities for Regional Devclopment in Cordoba? Which key industry sectors or educational initiatives does it support? How does this opportunity contribute to the Digital Ecosystem of Cordoba? Does it improve competitiveness of the region? Does it encourage more utilisation of ICT in the Cordoba? Does it drive employment in ICT through local development of applications or local content? Current State 2014 2016 2022 Vision Describe how this opportunity will look and what it will be delivering in each of the times given Outline what ICT, Internet and Mobile capabilities will be needed at each time to deliver the opportunity: Infrastructure connectivity, Servicesavailability and pricing of broadband, PCs, mobile devices, Users how well skilled and familiar with ICT will different types of user need to be; how much support will be needed, Applications and Digital Content what types of application and content will be needed; where will they be developed. What other (non ICT) enablers will be required to deliver this opportunity? What do we need to do to qualify this opportunity and validate the information provided? Note information type and where we are most likely to get that ionformation If further information validates the approach what actions do we need to take next? Note the specific actions that need to be taken next; who needs to take that action; and when it needs to be complete Process 1 Identify common vision 1 Identify common vision Our Vision is of a Synthetic Biology Sector that is; Industrial Academic Public Total Vision Trends Cutting Edge of clear pub blic Economically benefit vibrant Trends&Drivers Leading scientific advances 12% 23% 17% 18% resilient platform of underpinning technologies 22% 22% 16% 20% business have successfully developed and have introduced new products, processes and services 22% 12% 15% 17% significant revenues and employment 11% 7% 13% 11% continued growth 5% 4% 4% 4% widely publicly supported 8% 9% 9% 8% effective and responsive regulatory framework addresses global societal and environmental changes 11% 4% 11% 9% 10% 19% 14% 14% 2 Trends and Drivers 3 Identify, Prioritise 4 Mini-business Plan and Select Opportunities 1 7 2 5 4 3 8 ValueChainPerspectives 9 6 Landscape 6 Linkage Grids Themes 7 Landscape 5 Opportunity Roadmap Recommendations Industry Level View Data Analysis and Decision i Steps High Potential Opportunity Deep-dive
Synthetic Biology Outcomes Lionel Clarke, chairman of the UK Synthetic Biology Roadmap Coordinating Group: The structure [that IfM ECS] provided stimulated the full engagement of all participants in the discussion and contribution of ideas. As a result, we were able to meet our main objective which was to start building a broad community, sharing ideas and concerns and identifying issues where changes to policy or putting in place supporting structures would help. The team was very effective, enabling progress to be made rapidly. David Willetts, Minister for Universities and Science: We are making a series of investments in research in synthetic biology. The UK Research Councils and the Technology Strategy Board are spending over 90 million on world leading synthetic biology research and commercialisation including 20 million announced by the Chancellor last November. In December 2012, the government announced that a further 50 million will be invested in synthetic biology to support implementation of key recommendations from the UK Synthetic Biology roadmap.
Related Case Studies
Corporate Strategy and Stress Testing Vive Digital: Colombia s Digital Agenda
Vive Digital: National programme to increase adoption of ICT and strengthen the Digital Ecosystem to: Increase employment Increase competitiveness Increase inclusion i Reduce poverty Direct Vive Digital it Targets Expand Infrastructure Reduce cost of service Develop applications and digital content Foster ICT Adoption and Use But Regional governments were not buying in
Process and Findings: IfM Fast-start Roadmapping workshop in Cordoba to draft a roadmap for ICT in the region: Extensive briefings pre-workshop Local context, trends and drivers Opportunities for developing the digital ecosystem in the region Regional and Central capabilities and enablers Findings: Lack of regional understanding of central Vive Digital programme; independence from central government In the Region: renewed enthusiasm regional collaboration and shared vision At the Ministry: Resetting of expectations and renewed planning improve communication and collaboration with regions; invest in delivery capability across regions; need to bridge aspiration gap
Other Less Conventional Outputs Strategic roadmap: Young, high-growth growth company. To stress test the existing strategy against uncertainty and risks in trends and drivers Highlighted the risks of doing nothing and the need for a shift in corporate strategy Strategic roadmap: Mid-sized successful corporate, in a complex industry To map Trends, Drivers and commercial strategy in key market sectors to give R&D a longer term insight into market requirements; enable more strategic development Identified a lack of market insight and understanding across many divisions; and the corporate requirement to improve investment in key client relationships Technology roadmap: Major industrial; leader in specialised process industry To give R&D a more strategic understanding of customer requirements; enable prioritisation and consolidation of development programmes Highlighted key risks, uncertainties and competitive threats to their largest revenue stream; and major opportunities in a lower-profile sector
Common themes I found the workshop I enjoyed the workshop Complex stimulating situations Multiple l Stakeholders Need to: Identify key issues / opportunities / challenges Prioritise importance / Assess Impact I feel I have contributed to the workshop Outputs: I found my participation worthwhile Test against uncertain future scenarios The workshop provides Develop useful insights action plans 5. Strongly Agree Build consensus 4. Agree & Buy-in 3. No comment All of the above 2. Disagree...plus sense of ownership and momentum Action 1. Strongly Disagree
Further information Research collaboration opportunities Robert Phaal rp108@cam.ac.ukac +44 (0)1223 765824 Education and consultancy services Jim Trueman jmt73@cam.ac.uk +44 (0)7769 263804 Nick Mann nm402@cam.ac.uk +44 (0)1223 748263