Green light after seven days.
How the hansgrohe Innovation Lab tested a new product idea before development.
The hansgrohe Innovation Lab develops products for people without running water. Before an idea moves on, it has to prove that customers would pay for it. In this webinar the team shows how it delivered that proof in one week.
What it is about
The bottleneck is willingness to pay.
In the hansgrohe innovation process, problem-solution fit is followed by three proofs: customers want it, customers pay for it, we can build it. Proving willingness to pay is the hardest hurdle, because a test for it needs many departments and tools internally.
The idea: an outdoor shower for backpackers that doubles as a drinking bottle. The team tested it with four variants in a real buying situation, before a production-ready prototype existed.
Would backpackers buy a shower that doubles as a drinking bottle, and at which price?
Rachel Leow
Team Lead Innovation Management, hansgrohe
Daniel Putsche
Founder and CEO, Horizon
What you take away
Four points from the recording.
Fast to proof
Seven days of testing with four variants were enough for the decision in the innovation board.
Price as a lever
Demand stayed similar across the price points. Cost per purchase intent rose far less than the price, so the highest price was the most attractive commercially.
Stop early and cheaply
The project was later stopped in the product-market-fit phase for cost and distribution reasons. That is what the early test is for: using resources where they count.
Prepare the organisation
Involve procurement, data protection and legal early and test without your own brand. That creates flexibility and keeps competitors from watching.
Chapters
Jump to the right moment.
After the form, the timestamps jump straight to that point in the recording.
00:00 Welcome and agenda
01:57 The data journey from idea to market
04:16 How a test with Horizon works
07:20 Example: Bosch SmartGrow pricing test
10:02 hansgrohe: innovation lab and innovation process
12:04 The bottleneck: proving that customers pay
13:44 Case: showering without running water
16:35 The test: seven days, four variants
18:05 Result and price
19:33 Why the project was stopped later
21:33 Learnings for your own organisation
26:26 Questions from the audience
Read the case
The case behind it.
More webinars
From practice, recorded.
Next step
Test your next idea.
In a conversation we clarify which decision is coming up and what a test for it looks like.