How a publishing company can explore new revenue streams?

We helped Sony Music Entertainment Poland to create new products and test them on the market.

CASE STORY

COMPANY

SONY MUSIC

INDUSTRY

ENTERTAINMENT

SERVICES PROVIDED

IDEAS INCUBATOR, LEAN STARTUP, DESIGN THINKING

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THE CHALLENGE

Innovation is crucial in every field. It is, however, easier to generate the ideas than to implement them. Barriers such as poor habits, risk aversion and busy calendars can prevent employees from being innovative and market oriented. Still, with a little help this situation can be turned around.

Sony wanted to generate new ideas for their products and test them iteratively before going to market. We were there to help them. We conducted an intrapreneurship programme aimed at incubating crowdsourced ideas and coaching selected teams in the whole NPD process, informed by the Lean Startup approach.

SET THE STAGE

We started by preparing the organization for the Incubation Programme. First, we investigated the main directions in which the board wanted to explore. It helped us narrow our focus a little while generating the ideas and to share clear communication with the employees as to what themes were most interesting to us.

CROWDSOURCING & IDEA GENERATION

At the next stage, we organized a crowdsourcing campaign aimed at gathering as many ideas as possible from all of the company’s employees. Thanks to this, we gathered 71 new ideas and 86% of all employees were actively engaged in the process of inventing or developing the ideas.

CONCEPTS DEVELOPMENT

Having 71 new ideas which could potentially be developed, but only 3 spots for teams to start the Incubation Programme, the management board faced some difficult choices. They selected the final ideas and the 3 teams started their incubation programme, developing their concepts using the Lean Startup approach. They learned about the methodology, tested it in practice, had workshops, customer interviews, rapid prototyping sessions and other events so as to develop, test and iterate their initial thoughts in a feedback loop with the potential customers.

PROTOTYPING & MARKET TESTS

After two and a half months, two teams finalized new concepts which were prototyped, business modelled and ready to be evaluated to determine whether they could be implemented by the management board. In addition to the new products and intense pivoting along the way, the benefits of the programme were in gaining practical knowledge, elevating the sense of trust between the team members, as well as encouraging a positive culture of experimentation which increased the openness to and drive for innovation among the employees.

71

NEW PRODUCT IDEAS

14

EMPLOYEES IN INCUBATOR

2

TESTED PRODUCTS

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THE OUTCOME

Our collaboration helped develop 2 new products with innovative business models. This project did more than provide new solutions and test them on the market. It enabled 20% of the company to get a better grip on the Lean Startup and Design Thinking approaches in practice, so now the Sony Employees can use them on their own.

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