Business Case Report: Commercialisation of Innovation at CafePod

This business case report explores the commercialisation of innovation, focusing on CafePod, a UK-based café startup. It discusses the process of commercialising innovation, including the use of a commercial funnel to influence customers and the application of new product development (NPD) strategies to introduce a new coffee product, INSTENSE ROAST GRIND. The report also evaluates methods for protecting ideas, such as copyright and patents, highlighting their advantages and disadvantages in the context of CafePod's competitive environment. The analysis emphasizes the importance of innovation and commercialisation in enhancing business productivity and profitability, concluding that a well-defined business case, coupled with effective NPD and intellectual property protection, is crucial for achieving business goals.

Business Case Report
Commercialisation

Contents
Business Case Report Commercialisation...................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
LO3 Discuss the process required to commercialise innovation.................................................1
LO4 Evaluate the range of methods for protecting ideas and understand their advantages and
disadvantages...............................................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Innovation refers to implementation of new ideas and creativity produced by an individual
for the purpose of establishing and developing their business in changing environment. In other
words, innovation means coming up with some really new ideas and understanding which
supports to bring higher productivity and profitability. Whenever a company introduce new
products then it needs to use commercialization that can help to reach the targeted customers and
develop business productivity (Angginta Ramdani Ibrahim, 2020). As Ascension team was
impressed with content and asked to build an innovation case. The report is based on CafePod
café that is UK based cafe, providing good quality and taste of products and services. This is
newly start up in UK, deals in providing different taste of food products throughout the UK. The
report covers commercial innovation, new product development, and protecting ideas for their
business.
MAIN BODY
LO3 Discuss the process required to commercialise innovation
Innovation is the important aspects for business organization as it influences number of
people towards new products and services which supports to develop business productivity and
profitability. Commercial innovation is the suite for inventive and customized concept that used
to reach targeted customers by offering better kind of products and services. A commercial
funnel is explained as marketing uses by company for the purpose of introducing new products
and services in changing environment. For company it is needed to have focus on buying
behaviour and consumer journey by understanding demand and satisfying people effectively.
The aim of CafePod café is to influence the number of customers by offering good taste and food
items. The management of such organization uses commercial funnel for convincing people and
aware them regarding new products and services.
The importance of commercial funnel is defined below:
It helps to pick a marketing strategy – The commercial funnel is used to select an
effective market9ing strategy which can help to support the organizational activities and
performance. CafePod café uses commercial funnel to informing people about their products and
taste which helps to increase sales.
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Commercial funnel is relating to the customers – The aim of organization is to maintain
good relation with customers which is possible through commercial funnel that used to aware
people and managing performance. CafePod café use commercial funnel to relate with customers
and develop business sales by influencing people (Asgari, Zakery and Pishvaee, 2021).
This helps to generate more sales and profitability– Commercial funnel is most
important for business industry as it fill customer demand and provide satisfaction. CafePod café
drive potentiality towards products and services that can help to develop business activities and
performance in changing environment.
This provide an opportunity to grow their business – Commercial funnel is mainly
used to grow business opportunities by increasing customer base and receiving their positive
feedback. CafePod café getting opportunity to grow their business by managing all selling
activities and functions effectively.
Application of New product Development
New product Development – This can be explained as process of bringing new product
and services at specified marketplace that can help to influence people and make decision to buy
the products and services. In other words, NDP is the process of introducing new products and
service in market by using new technology and innovation that supports to develop
organizational productivity and performance. In context to CafePod café, idea generated for
improving organizational sales by introducing new product that is INSTENSE ROAST
GRIND, that will contain good quality of coffee beans and taste. The stages of applying NDP
process is defined below:
Ideation – This is first stage of generating new ideas after understanding business
problem that can help to bring improvements accordingly. Such as sale of CafePod café has been
reduced because of having many competitor where company is planning to introduce new taste
of INSTENSE ROAST GRIND coffee will help to influence people.
Research – This stage is used to analysis the market and thinking about new product
which supports to managing all activities. CafePod café ‘s management will conduct market
research regarding INSTENSE ROAST GRIND Coffee that can help to develop organizational
image (Beck, 2020).
Planning – This stage is related to formulating planning and arranging resources to
produce the product and services. In relation to CafePod café, management formulates planning
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to arrange coffee beans and machines to introduce the new taste that can help to develop
organizational productivity.
Introducing – In this stage, INSTENSE ROAST GRIND Coffee is introduced by
selected organization to know the customer feedback or response that can help to increase
organizational sales and productivity.
Launching – This stage is used to launch INSTENSE ROAST GRIND Coffee by
selected organization by maintaining sustainability that can help to increase organizational sales
and profitability in changing environment (Chen and et.al., 2020).
Thus, new product process applied by CafePod café through launching new product with
new taste where commercial funnel is being used to influence number of people and increase
organizational sales. This will also help to develop organizational product and performance by
managing all functions and activities.
LO4 Evaluate the range of methods for protecting ideas and understand their advantages and
disadvantages
Copyright – This is exclusive right given to owner who have created something
innovative, technical and attractive can help to influence number of people. In market, when a
person creates an original work, fixed in a tangible medium, person automatically owns
copyright to the work. This is most important for individual to use copyright for protecting
property and work by managing all functions and activities. In relation to CafePod café can use
this method to protect its brand name and tastes in competitive environment (Birch, Chiappetta
and Artyushina, 2020).
Advantages Disadvantages
The copyright is having longer validity that can
help to maintain high financial gain.
There is no assurance regarding protect the
business ideas.
The proprietor is liable to receive
compensation and benefits in case violation or
infringement.
The idea can be copy by other that affected
the organizational performance.
Patent – This can be explained as intellectual property right that uses to given legal right
of using business by others. This is an official permission that uses to protect innovation,
technology and new products from other workplace that can help to develop the organizational
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image and productivity. A patent is a type of intellectual property that gives its owner the legal
right to exclude others from making, using, and selling invention after charging a fixed amount
(Csedő and Zavarkó, 2020).
Advantages Disadvantages
A patent gives a right to CafePod café to
stop others from copying, manufacturing,
selling, and importing their invention
without their permission.
Applying patent is time consuming and
lengthy process that can create challenge for
organization to operate business effectively.
This can help to generate the source of
revenues by selling unique products and
services in changing environment.
There is need to remember to pay annual
fees otherwise patent will lapse.
CONCLUSION
From the report it can be concluded that innovation and commercialization is the important
aspects for business organization that increases organizational productivity. A business case
considering vision, mission, and objectives is prepared for the purpose of attaining business
goals and objectives. New product development is the continuous process which uses to develop
the new products and services in changing environment which can help to develop the
organizational performance and profitability.
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REFERENCES
Books and Journals:
Angginta Ramdani Ibrahim, G., 2020. Factors influencing commercialization phase of social
innovation and entrepreneurship: The case of rural renewable energy in Indonesia.
Asgari, M. J., Zakery, A. and Pishvaee, M. S., 2021. Open innovation antecedents and its
consequences on commercialization performance in small and medium-sized
enterprises. Kybernetes.
Beck, L., 2020. Carbon capture and storage in the USA: the role of US innovation leadership in
climate-technology commercialization. Clean Energy. 4(1). pp.2-11.
Birch, K., Chiappetta, M. and Artyushina, A., 2020. The problem of innovation in
technoscientific capitalism: data rentiership and the policy implications of turning
personal digital data into a private asset. Policy Studies. 41(5). pp.468-487.
Chen, C. and et.al., 2020. Arylammonium-Assisted Reduction of the Open-Circuit Voltage
Deficit in Wide-Bandgap Perovskite Solar Cells: The Role of Suppressed Ion
Migration. ACS Energy Letters. 5(8). pp.2560-2568.
Csedő, Z. and Zavarkó, M., 2020. The role of inter-organizational innovation networks as change
drivers in commercialization of disruptive technologies. International Journal of
Sustainable Energy Planning and Management. 28. pp.53-70.
(Angginta Ramdani Ibrahim, 2020) (Asgari, Zakery and Pishvaee, 2021) (Beck, 2020)
(Birch, Chiappetta and Artyushina, 2020) (Chen and et.al., 2020) (Csedő and Zavarkó, 2020)
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