Jean Roberts

This Research and Development Tool sets out a staged process aligned with business growth:

• from research to development,
• from development to marketing, and
• from marketing through to implementation and evaluation.

This R&D Tool – supported by Jean’s 10 Core Business Strategies – can be used by a manager to allocate and monitor available or accessible resources to support an increased focus on research and development.

Potential benefits from research and development:

1. strengthening core business competencies, systems and methods,
2. business growth,
3. bridging the gap – or gulf – between research and practice,
4. supporting creativity as a means of innovation – leading to entrepreneurial initiatives, and
5. increase in sales income and market share.

This R&D Tool demonstrates the process of moving from the decision to research an issue, need or opportunity through to evaluation of the completed activity based on such research.  The ‘marketing’ stage is often the most difficult, as this is the stage at which permission, sponsorship or resources must be obtained in order to proceed.

References are given in each of the nine stages to Jean’s 10 Core Business Strategies. 

There is one Core Business Strategy that is required through all nine stages: Strategic partnership relationships – checking the trust factor!  The ‘trust factor’ can protect you and your business interests.  you’ll find this under Core Business Strategies on this website.

Research

Stage 1 – Explore a useful focus for research

• this will require both knowledge and understanding of an identified issue, gap, need, opportunity or problem – and assessment of likely costs and benefits
• read Jean’s Unshakeable Fact Test- Don’t believe everything you read, hear or are told: you’ll find this under Core Business Strategies on this website

Stage 2 – Decide whether to proceed

If ‘yes’ - ensure you are driven by a clear understanding of – and commitment to – the likely benefits, and move to Stage 3

If ‘no’ or ‘not yet’ - identify and address reasons not to proceed at this time; if you decide to re-consider at a later date, begin again at Stage 1

• read Jean’s Business Brainpower – this is the ability to manage problems, create opportunities and accept challenge: you’ll find this under Core Business Strategies on this website

Stage 3 – Plan and commence research to consider likely products or services

• remember that research methodology is a means to an end, not an end in itself: as a small or medium enterprise, choose a process or methodology that is appropriate to the five listed benefits above
  • this stage could involve preparing proposals to access external resources such as finance, advice or expertise
  • read Jean’s Traps in Tendering and Outsourcing – when you know them, you can avoid them: you’ll find this under Core Business Strategies on this website

Design

Stage 4 – Satisfactory completion of tested findings

• ‘satisfactory’ means you have confidence that one or more of the five listed benefits above are likely
• read Business Performance Indicators – Jean’s Measures and Targets: you’ll find this under Core Business Strategies on this website

Stage 5 – Decide whether to proceed to the development stage

If ‘yes’, ensure the decision to proceed is endorsed by the appropriate authorities, internal and external

If ‘no’ or ‘not yet’, repeat stages 1-4 until you are confident to proceed

• read Jean’s Retrospective Planning Tool –ensuring a solid basis for forward planning: you’ll find this under Core Business Strategies on this website

Development

Stage 6 – Develop a detailed and costed plan, based on your research

• specify what you aim to achieve, produce or create – together with your desired return on your investment
• prepare a prototype of your new or different product or service
• develop a detailed plan, and schedule activity to produce or create a new or different product or service based on your efforts through Stages 1 to 5 inclusive, and your specifications/prototype in Stage 6
• read Jean’s Project Mentality and Management - an effective business tool: you’ll find this under Core Business Strategies on this website

Marketing

Stage 7 – Marketing and promotional activities

• complete a features and benefits analysis as a basis for marketing and promotion:
  • a ‘feature’ is a component of a new or different product or service that can be described in terms of its satisfactory or effective contribution to the total product or service
  • a benefit is the value to the buyer or user of each feature
  • with this information, you can market and promote features and/or benefits to potential buyers or users
  • read Jean’s Marketing Strategy for SMEs: you’ll find this under Core Business Strategies on this website

Implementation

Stage 8 – Implementation of your Stage 6 detailed and costed plan, and your Stage 7 marketing and promotional activities

• this is the critical stage of balancing production with sales and marketing
• this is also the purpose of all previous activity, effort and planning
• read Jean’s Financial Risk Management – don’t neglect your debtors: you’ll find this under Core Business Strategies on this website

Evaluation

Stage 9 – Evaluation should be based on the five potential benefits from research and development, identified earlier:

1. strengthening core business competencies, systems and methods,
2. business growth,
3. bridging the gap – or gulf – between research and practice,
4. supporting creativity as a means of innovation – leading to entrepreneurial initiatives, and
5. increase in sales income and market share.

• measure where possible, and review Stages 1 through to 8 to assess the benefits of R&D, and of this R&D Tool.
• read The Art and Science of Business: Critical Success Factors – Jean’s A-Z: you’ll find this under Core Business Strategies on this website