Creativity, Innovation, and New Venture Creation: RunnersPro Case

This assignment presents a comprehensive evaluation of RunnersPro, a new startup product by the venture fund "RunnersPro" focusing on innovation for athletes. The product aims to provide advanced technological features such as live tracking, health monitoring, and an SOS service for emergencies. The analysis includes a market assessment, industry overview, and financial evaluation to determine the product's viability and profitability. Risk assessment tools like scenario analysis are employed to forecast potential outcomes. The report covers market needs and opportunities, idea generation for product strategies, idea evaluation and selection, market feasibility, organizational feasibility, and financial feasibility through key input analysis, model output, sensitivity analysis, and growth and sustainability potential. It also identifies venture scalability, growth strategies, funding strategies, and key sources of competitive advantage, concluding with an overall assessment of the product's potential success.

Running head: CREATIVITY INNOVATION AND CREATIVITY
RunnersPro
Name of the Student:
Name of the University:
Author’s Note:

1CREATIVITY INNOVATION AND NEW VENTURE CREATION
Executive Summary
The aim of the assignment is to carry out an evaluation and assessment of a new startup product
by the venture fund “RunnersPro”-Innovation for Athletes. The product addresses the key fact
about the use of the same by the Athletes and Sportsman in the various form of sports. The
product evaluation in the context of the market analysis, industry view and approach of the same
analysis helped us evaluate the context and future viability of the product. The product
RunnersPro will be an fitness product one of its kind where the users would be able to access
much advanced and pro technological features and innovations like live tracking, health
monitoring and additive features like enabled SOS service in the product for the use in case of
emergency. The viability of the product in the context of market, industry overview, analysis of
the product and the key financial evaluation will give us a forecast whether the product
development will be profitable or not. The same will be analyzed via the use of the risk
assessment tools like scenario analysis in order to forecast and asses the various possibility
scenario at which the product will land up.

2CREATIVITY INNOVATION AND NEW VENTURE CREATION
Table of Contents
1.0 Introduction...........................................................................................................................4
1.1 Type of Business....................................................................................................................4
1.2 Report Ethics.........................................................................................................................5
2.0 Market needs and opportunity:..................................................................................................6
2.1 Market growth and profitability potential:............................................................................8
3.0 Idea Generation..........................................................................................................................9
Ideas for Product Strategies.........................................................................................................9
(a) Product Merchandising/Displays/Availability: (Creative Idea description)..........................9
(b) Delivery of the Products: (Creative Idea description).........................................................10
4.0 Idea evaluation and selection...................................................................................................10
4.1 Analysis and evaluation of the creative ideas......................................................................10
4.2 Justification of the idea........................................................................................................11
5.0 Market Feasibility....................................................................................................................12
5.1 Analysis of the Types of Innovation....................................................................................12
5.2 Degree and Scope of Innovation..........................................................................................13
5.3 Analysis of Market Potential, Scope and Viability for Value Creation..............................14
6.0 Organizational Feasibility........................................................................................................15
7.0 Financial Feasibility.................................................................................................................16
7.1 Analysis of Key Inputs........................................................................................................16

3CREATIVITY INNOVATION AND NEW VENTURE CREATION
7.2 Model Output.......................................................................................................................18
7.3 Key Factor Analysis........................................................................................................18
7.4 Sensitivity Analysis.........................................................................................................21
8.0 Growth and sustainability potential:........................................................................................22
8.1: Analysis for identification of venture’s scalability.............................................................22
8.2 Identification of growth strategies:......................................................................................22
8.3 Funding strategies:...............................................................................................................24
8.4 Key sources of competitive advantage:...............................................................................24
8.0 Conclusion...............................................................................................................................25
Reference.......................................................................................................................................27
Appendix........................................................................................................................................31

4CREATIVITY INNOVATION AND NEW VENTURE CREATION
1.0Introduction
In the era of growing and modernizing economy, it is important for everyone to be
upgraded to technological and innovational changes that may provide each one get access to
better technology and efficient product. The Product developed for the Venture fund is a Pro and
an active product that will be an innovative product for the athletes. The product will offer with
various kinds of advanced feature to the athletes and fitness enthusiast. The product will offer an
all-round provided feature for the sport fitness from health care tracking, medical update of the
user, location tracker, direction navigation feature along with the option of the save our self
(SOS) to be used in the case of emergency. The venture capital will be focusing on the product
innovation, which would comprise of the features mentioned (Peltola, Vainio & Nieminen,
2015). The product development will comprise of the different stage of product development.
The principal and the main customers for the product will be the sports enthusiast who actively
take part in marathon, cycling, jogging and running (Triaa, Gzara, & Verjus, 2016).
1.1 Type of Business
The product “Runners Pro” will be an innovative product for the sports enthusiast and
sports lover who actively take part in various kinds of sports and physical activities. Tracking the
health condition to overall medical update of the user of the product will be updated. Blood
pressure, heart beat rate to water content level in the body of the user will determined by the
smart wearable product, which is in the form of a wrist band (Lawton, 2017). Currently there are
products that give the opportunity for the sportsman the facility of navigation and direction
facility but the advanced pro product will give an all-round facility for the users. From health,
condition to medical update the product will cover different aspect of requirement of the
sportsman (Duckworth & Duckworth, 2016). The fitness and the sports industry has always

5CREATIVITY INNOVATION AND NEW VENTURE CREATION
thought for an all-round technological product that can give exposure to the sportsman and help
them and technology come together for better innovative way of dealing with problems. The
product RunnersPro will be dealing with various kind of technological innovation that will cater
to various kind of sportsman in there various field of activities from cycling to marathon the
products aims at covering various aspect of sportsman in their field (Kuenkel & Aitken, 2015).
The market size for the product is estimated to be around 5-6% of the New Zealand population
who actively take part in the physical activities. The product will not have any kind of direct
competition, as any other company or organization does not develop the product (Carayann,
Sindakis & Walter, 2015). The product though experiences indirect competition from other
products like “Fitbit” that provides medical and physical activity record, but RunnersPro will
provide an all-round update and support not only in the field of physical activity to medical
update but will also have a enabled GPS system that will provide the navigation help and an
enabled save our soul (SOS) option. The sensors enabled in the product will automatically track
down the heart beat rate and the calorie burned during the activity. The product will be shock
proof, water resistant and will provide an all-round use for events and matches as the live update
of the sportsman will be updated based on the inbuilt Wi-Fi programmer in the same. The
product will also have additive features like voice assistant and will let us know about the
temperature of the surroundings (Yeh, Lee & Pai, 2015).
1.2 Report Ethics
The report ethics will help the venture capital guide about the policy under, which the
venture capital will be operating. The venture capital will be operating as per the mentioned rules
and regulation of the same. The product development to innovation will be dependent and based
on the different stages and the feasibility of the same will be assessed using the risk assessment

6CREATIVITY INNOVATION AND NEW VENTURE CREATION
tool so that the product feasibility and the assessment is forecasted (Frank, Mashevskaya &
Ermolina, 2016). The viability of the product in the context of market, industry overview,
analysis of the product and the key financial evaluation will give us a forecast whether the
product development will be profitable or not as per the rules and guidelines of the company.
The second idea for the watch will include real-time translator which will be able to
translate the message passed by the runner to the respective authority of sports event. In addition
to this, it will include several types of other unique features such as walkie-talkie app will allow
real-time conversation with the event management members (Gao et al. 2018). Moreover, all the
features present in “Runners Pro” will be controllable via android application.
2.0 Market needs and opportunity:
Customer wants:
RunnersPro operates as the software powered watch that would take off as the most
innovative fitness application in the growing world of technologies. The market of fitness
equipment has witnessed growing demand from the consumers in both the developed and
developing nations (Malhotra & Peterson, 2014). The increasing awareness regarding the health
and fitness and government initiatives for promoting the better health are treated as some of the
factors that drive the global fitness market for watch.
The consumers have emphasised on the cardiovascular health, strength training
equipment and other equipment for maintaining the fitness. Based on the end user it is
categorized into the home consumer, health clubs, gyms and other commercial users that are
further categorized as the medical centres and public institutions. It is expected that the global
increase in the fitness consciousness of the consumer and the level of health awareness have

7CREATIVITY INNOVATION AND NEW VENTURE CREATION
significantly resulted in the demand for fitness watch (Chernev, 2018). The trend is considered to
be higher in the urban areas and the market is anticipated to experience steady growth in the
semi-urban areas of the developing economies.
Higher price of the fitness watch acts as the major factor in limiting the growth of the
fitness market of watch (Philip, 2017). A considerable amount of demand has been witnessed
among the consumers in upgrading to fitness pro products offering wide range of significant
fitness allowance for the professionals towards more health centred lifestyle.
Competition:
There are key players in the market that provides an in depth analysis of the fitness watch
market with the present trends and future estimations to elucidate the imminent investment
compartments (Weinstein & Pohlman, 2015). RunnersPro provides the competitive edge is their
ability to licence and use the intellectual property of the company that takes into the form of
numerous international patents. RunnersPro is innovative in the sense that watch is only fitness
equipment that enables the users to stand while doing strength exercise. The software enabled
watch would provide the users in conducting the specific upper or lower body workout
(Marshall, 2014). The company would however face an indirect competition from the Fitbit as
the watch provides the record medical and physical activities. RunnersPro however would
provide an all-round update and would lend support in the areas of physical activities records
with medical update and GPS enabled system that would offer navigation help with SOS options
for the users as well.
The competitive edge of the product is that it is enables the automatic tracking of the
heartbeat rate and the amount of calories burned all through the activities. The product would be

8CREATIVITY INNOVATION AND NEW VENTURE CREATION
shock proof, water resistant and would offer the consumers with the all-round events that
matches up with the live updates of sportsman (Hutchinson et al., 2015). There are presently
ample of fitness watch producing companies in the market and numerous already released
applications in the app store. However, the competitive advantage of RunnersPro would provide
the users with the logical health care scenarios.
2.1 Market growth and profitability potential:
The market of fitness equipment is anticipated to experience increased growth because of
the increased demand from the consumers. The watch industry has witnessed continuous change
in the consumer demand and the fitness applications have turned out to be highly reasonable
(Bresler & Lubbe, 2014). RunnersPro sees this as the opportunity to use the current volume of
purchases to target the consumers.
Considering the review of Flurry in 2017, it is noticed that fitness watch industry has
witnessed growth. Applications incorporated in the watches emphasises on the utilities and
productivity reflected a 149% growth in the users over the year. It is understood that increase in
the consumer smartphone, tablets, watches and computer is driving increased use of fitness
applications among the consumers (Foxall, 2014). The watch focuses on the sports, health and
wellness witnessed moderate increase of 49%. It cannot be termed as surprising that sports,
health and wellness category is increasing at the slower pace however the analyst have predicted
a disruptive change in the health care system as greater care is delivered virtually.
The industry analysis suggest that the end user segment have witnessed an upsurge in the
health and clubs because of the growth in the rate of obesity with higher health consciousness
among the consumers (Wagner & Eggert, 2016). This segment is anticipated to experience

9CREATIVITY INNOVATION AND NEW VENTURE CREATION
growth at a noteworthy rate because of the growing health awareness and favourable
demographics has been witnessed primarily among the domestic consumers.
The market analysis has suggested that the domestic consumers are the second highest
contributors of the revenue towards fitness equipment in the market by the end users. The
segment has the greater amount of penetration in the New Zealand and it is anticipated to
experience health rate of growth all through the country (Baker & Saren, 2016). The fitness
watch is anticipated to remain active in the market all through the forecasted period based on the
account of the higher penetration in the developed market of New Zealand.
3.0 Idea Generation
Ideas for Product Strategies
(a) Product Merchandising/Displays/Availability: (Creative Idea description)
The merchandising of the product will be primarily done via ecommerce sites. These
websites will be included in form of shop-nz-website, warehouse, walkerandhall and Amazon.
The availability of the product online will be more attractive to the potential buyers and there
will be more scope for the availability of attractive discount options through coupons codes. The
merchandising of the products is done based on the simplicity of the navigation in the pages,
realistic images, Excellent Customer Services and providing secure easy payment methods
(Swenson et al., 2018). The merchandising of “Runners Pro” watch will begin with describing
the features of the product. This will include
 GPS
 Shock resistance
 Solar charging

10CREATIVITY INNOVATION AND NEW VENTURE CREATION
 Real time translation
 Walkie-talkie feature
 Application Control
(b) Delivery of the Products: (Creative Idea description)
The customer will be able to check the product in the catalogue in the website of the
company in which the RunnersPro has featured thee products. The same accessible in the mobile
platform. Once the customers have placed the order there will be adequate options to start
processing the orders along with quality check and then only handing it over to the courier. The
partner of the courier decides on the weight and volumetric weight of each batch before placing
for the final delivery. Once the parcel reached the nearest delivery the package of the delivery is
checked for the damages. The product is further seen to be handed over to the delivery couriers
for a delivery at the door step. The customers placing the order will be identified to be having
multiple number of options to clear the payments for the service. These options will be depicted
to be raging from both cash payment, cards and payment apps. The service delivery aspect will
be identified with presence of “Runners pro” watch in in e-commerce store, dedicated retail
outlets and third-party electronic retailers (Ling, Ringrose & Markan, 2016).
4.0 Idea evaluation and selection
4.1 Analysis and evaluation of the creative ideas
The depiction of the creative ideas will be seen under the ITIL services and the
management team will be able to review the requirement as per the process availability
requirements. The evaluation of the creative ideas will be based on the opportunity for the
facility of navigation and direction and an all-round platform for the users. In addition to this, it

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needs to be also inferred that the accessibility of the products in all types of mobile and PC
platforms will add to the overall USP (Garvey, Weingardt & Weingardt, 2017). It needs to be
depicted that the customers will be able to read the services as per likert scale of measurement
(Kaye et al., 2017). This will include
1= “Highly satisfied with the product”
2= “Satisfaction level met with certain issues”
3= “non-satisfaction with minor problems
4= “non-satisfaction with major problems”
4.2 Justification of the idea
The idea evaluation and selection will be reliant on different forms of contingency plans
which will be beneficial in testing the various features of the product on a regular basis. For
instance, in the online delivery scenario the company will be creating a relevant provision for
recovery tome between orders. This will allow the company maintaining the stock in online
inventory. Moreover, the components of the different aspects of the study will be taken into
consideration as per the infrastructure components aimed at redundancy aspect. The management
will also proceed with the relevant approach of component failure impact analysis (CFIA) and
service outage analysis for determination of the type of a problem (Zhang & Harrison, 2015).
The idea of the core concept of the business needs to be identified as per the provision created
for the right infrastructural needs. This will be allowed to ensure unnecessary avoidance of cost
which will effective in better recovery of the products in a more expensive platform. It needs to
be also seen that the availability of the management process will go hand- hand with the support