CASE FORTH MEGA-BRANDEXTENSIONS

•  Sanoma Media € 500 million •  Magazines, websites, mobile, apps and TV •  More than 100 brands •  Sanoma Group € 2,8 billion •  Finnish origin •  20 countries

"  Sanoma is media giant in the Netherlands

Number of magazines sold decreases structurally

"  Magazines have a problem

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New titles

Existing titles

"  The brands are streched to other print products

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"  And are stretched to events

Libelle Summer Week Almere Strand

80.000 visitors

Margriet Winter Fair Jaarbeurs Utrecht

70.000 visitors

"  Sanoma implements FORTH end of 2008

Start: Octobre 2008

Finish: February 2009

Red: core team

Blue: whole team

FULL STEAM AHEAD

The innovation assignment:

Create new products or services for Margriet and Libelle to enter other non-media markets in the Netherlands for the present target group. 1.  3 mega brand extensions

2.  Yearly turnover of € 25 million within 5 years

3.  Profit margin of at least 25 percent

4.  Distinctive and trustworthy

5.  Fit the brand values.

6.  Acceptable entrepreneurial risk

FULL STEAM AHEAD

The kick-off created team spirit, momentum and 7 innovation opportunities to discover

OBSERVE & LEARN

7 innovation opportunites were explored 1.  Food

2.  Living

3.  Finance

4.  Healt care

5.  Work (for 65+)

6.  Telecom

7.  Energy

OBSERVE & LEARN

In 4 focus groups more than 40 customer’s frictions were discovered.

OBSERVE & LEARN

Example of a customer’s friction :

I CAN’T COMBINE IT:

Situation: I don’t have apaid job at the moment, being at home taking care of our kids.

Need: I like to be more than ‘the wife of….’ and ‘the mother of…’. I would love to work (again).

Friction: But I am afraid I can’t combine a job with the care at home. Besides that temp agencies are not open minded to employ mothers.

RAISE IDEAS

A 2-day structured intensive ideation process

RAISE IDEAS

500+ ideas

RAISE IDEAS

12 concepts, among which: 1.  An internet portal for temporary work;

2.  Margriet health centres;

3.  Facilitating volunteer jobs;

4.  Educating women re-entering the labour process;

5.  A joint buying service;

6.  Green energy;

TEST IDEAS

•  1st round: 9 concepts in 4 focus groups

•  1st improvement workshop

•  2nd round: 6 concepts in 4 focus groups

•  3 concepts tested very positive

•  2nd improvement workshop

•  Decision to work out 3 into mini new business cases

HOMECOMING

Three mini business cases were drafted and presented at the end of FORTH. •  Two concepts were developed as full business cases

•  Both business cases were approved

•  Both concepts were developed

•  intro I: Libelle Academy, 17 november 2010

•  intro II: Work4Women, 5 april 2011

HOMECOMING

Friction: I stopped developing myself, taking care of all the

others Concept: real easy to follow and inspiring workshops,

courses and e-learning Reinforcing Libelle magazine: Living, Psychology, Travel & culture, Computer & online, Organizing my self,

Fashion & Beauty Partnerships: 17 Open Universities locations & Apple stores with a a special Libelle Academy workshop space

Programme: 4 courses, 10 workshops en 3 e-learning modules

HOMECOMING

Friction: I would like to get a job again. But where do I start? Am I still capable? What do I do with the kids?

Concept: A temp agency specializing in attractive jobs that can be combined with caring for the family. And that helps solve practical problems such as childcare.

Partnership: with Tempo Team, a regular temp agency and with large childcare organisations

Work4Women has opened April 2011 with offices in Amsterdam, Den Haag, Eindhoven, Groningen, Rotterdam and Zwolle. Special Work4Woman ‘shop in the shop’ with employees who match with the target group

"  More inspiration

forth-innovation.com Group: FORTH innovation method (>1.800 members)

facebook.com/FORTHinnovationmethod Innovationmanagement.se

"  Watch out in the back-end of innovation!

GREAT YOU WHERE HERE TODAY :-)