Renson Outdoor
Structural implementation of a tailor made innovation process without losing the entrepreneurial DNA.
The challenge
Renson is a Belgian company that specialises in the design and manufacturing of indoor climate solutions and outdoor experiences for both residential and commercial buildings. Renson's products include ventilation systems, outdoor sun protection systems, patio covers, and architectural louvres, among others. The company places a strong emphasis on innovation and sustainability, with many of its products incorporating advanced technologies and eco-friendly materials. Their entrepreneurial DNA is a key factor driving their global presence and succes. For this project we stepped in to create a clear blueprint of a tailor-made innovation process so they could systematically implement these entrepreneurial ideas and prevent isolated initiatives that fizzle out over time.
Our role
In close collaboration with Renson Outdoor, we designed a market innovation process that allows them to capture, process and implement entrepreneurial ideas from employees. We first immersed ourselves in Renson's current way of working and looked in current and adjacent markets for possible trends in which Renson could respond with their knowledge.
We then transferred our knowledge and inspiration to Renson Outdoor's entrepreneurial team. During a workshop, we went through the entire exploration and ideation process in a sprint. We went from opportunities to selected concepts that fit within Renson's strategy. As a final deliverable, Renson received a blueprint for future market innovation
Approach
Creation and application of the Renson innovation blueprint:
Market and trend exploration: We explored trends and market evolutions for outdoor concepts and adjacent markets and presented them to the management team during the workshop
Opportunity spaces: Use insights as inspiration to identify potential new markets for Renson Outdoor. Here we go as broad as possible without losing sight of the goal.
Market concept formulation: The broad opportunity spaces are converted into concrete ideas and concepts that seem interesting for the client. These contain new business segments and client approaches.Selection criteria & scoring: To make a strategically appropriate selection of these concepts, three main selection criteria that match the Renson Outdoor vision are identified beforehand. That way we can use these during the workshop to weigh ideas against the brand's overall strategy and avoid making decisions from gut feeling.
Scoping: We filter the remaining concepts once more based on desirability, feasibility and viability. To do so we start making assumptions on the customer needs & pains as well as the market possibilities.
Validation: All previously defined assumptions are tested and validated with the market in order to build a suitable market fit on which we can build a strong business case. During the workshop we designed assumption maps per market opportunity and converted the input into concrete validation steps.
Business case: After validating all assumptions we can start creating a business case. This will be our last stage gate of the innovation process.
Execution: Creating a go-to-market approach followed by the iterative process of testing & redeveloping of the market innovation until ready for launch.
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