Strategy and Innovation Portfolio
Fitbit
Produced for the requirements of the Strategy Development course of Strategic Foresight and Innovation MDes at OCAD University. Authors: Igor Bueno Antunes, Riley McCullough, Liin Nur, and Jacquie Shaw.
PROCESS
Our group started evaluating Fitbit’s strategy articulation by analyzing the organization and its industry.
Using tools to synthesize our learning, such as the Strategic Choice Cascade (by A.G. Lafley and Roger Martin), and the 5 Forces (by Michael Porter), we discovered some strategic tensions and challenges for the organization.
Further, we evolved our work to design an Innovation Strategy based on the foresight work that we had developed for the future of health data, and considering the company’s capabilities. To move to the ideation phase of innovation initiatives for Fitbit.
KEY INSIGHTS
Fitbit is making good choices, but they are not strategic ones. Instead, they act as obvious responses to the changing environment. Some of Fitbit’s choices, such as moving into the headphone space, are confusing.
OUTPUT GENERATED
In a report and keynote presentation, our final recommendation incorporated an Innovation Intent, an Innovation Portfolio with nine initiatives across four focus areas, and a Capabilities Roadmap to support innovations.
CHALLENGES
We had no contact with the organization and had to rely on secondary research and what was publicly available to conduct this project. This generated the challenge of having a clear picture of the company’s capability.
INDIVIDUAL CONTRIBUTIONS
We shared the workload across the four team members and combined our efforts to evolve the project. However, I was responsible for a couple of pieces of the project, such as:
- the industry overview and competitive analysis, shown in the first two figures of the previous page;
- trends in the foresight work, such as ‘Precise drug delivery’, that informed our work;
- the ‘The Medical Middleman’ focus area and initiatives;
- System map of initiatives;
- design of the final keynote presentation.
Take a look at the report: