The SCAMPER Model is a powerful tool for creative problem-solving and innovation, particularly useful for startups seeking to develop new ideas or improve existing products and services.
Developed by Bob Eberle, the SCAMPER technique is built around seven key strategies, each represented by a letter in the acronym SCAMPER: Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, and Reverse.
This model encourages systematic thinking to generate a wide range of ideas, making it an essential part of any startup’s toolkit. In this guide, we’ll explore each element of the SCAMPER Model, provide real-world examples, and discuss how you can apply it to your startup.
Substitute
Substitution involves replacing one component, process, or material with another to create a new product or service. This can lead to cost reduction, efficiency improvements, or entirely new offerings.
Example:
Tesla substituted traditional internal combustion engines with electric powertrains in their vehicles. This substitution not only differentiated Tesla from other car manufacturers but also sparked a broader industry shift toward electric vehicles.
How to apply it to your startup:
- Identify elements in your product or service that can be replaced with something more effective, cost-efficient, or innovative.
- Consider substituting materials, processes, or even target markets to find a unique angle for your startup.
Steps:
- List all the components of your product or service.
- Think of potential substitutes for each component.
- Evaluate the potential impact of these substitutes on cost, efficiency, and customer satisfaction.
Combine
Combining involves merging two or more elements to create something new. This can lead to innovative products or services that offer greater value than their individual parts.
Example:
The smartphone is a classic example of combination. It combines a phone, camera, GPS, and internet access into one device, creating a product with broad appeal and functionality.
How to apply it to your startup:
- Look for ways to combine different features, services, or products to create a more comprehensive offering.
- Consider how combining existing solutions can address multiple customer pain points.
Steps:
- List your product or service features.
- Identify complementary features or services that could enhance the offering.
- Develop concepts for a combined product or service, and test them with potential customers.
Adapt
Adaptation involves taking an existing idea or product and modifying it to suit a different context, market, or purpose. This approach can help you tap into new markets or create variations of your product that appeal to different customer segments.
Example:
Netflix adapted its DVD rental service to an online streaming model as internet speeds increased and consumer behavior shifted. This adaptation helped Netflix grow from a niche service to a global entertainment giant.
How to apply it to your startup:
- Identify trends and changes in your industry or market and consider how your product can be adapted to meet these new demands.
- Explore how products or services from other industries could be adapted to fit your market.
Steps:
- Identify aspects of your product that could be adapted to serve a new market or purpose.
- Research trends and customer needs in these new areas.
- Develop and test adapted versions of your product.
Modify
Modification involves changing the shape, form, or characteristics of your product to make it more appealing or functional. This can involve altering the design, size, color, or other attributes to better meet customer needs.
Example:
Apple’s iPod Nano was a modification of the original iPod, offering a smaller, more portable version that appealed to a different segment of customers.
How to apply it to your startup:
- Look for ways to modify your product to enhance its appeal, functionality, or efficiency.
- Consider customer feedback and market research to identify areas for modification.
Steps:
- Identify the key attributes of your product or service.
- Gather customer feedback to understand what modifications would be most valuable.
- Implement and test these modifications to see their impact on customer satisfaction and sales.
Put to another use
This strategy involves taking an existing product or idea and using it for a different purpose. This can open up new markets or create new revenue streams for your startup.
Example:
Bubble wrap was originally intended as textured wallpaper, but its creators soon realized its potential as a protective packaging material, leading to its widespread use in shipping.
How to apply it to your startup:
- Think about alternative uses for your product that could open up new markets.
- Consider how your technology, processes, or expertise could be applied in a different industry or context.
Steps:
- List the current uses of your product or service.
- Brainstorm alternative uses that could appeal to different markets or industries.
- Test these new applications with a small segment of the market.
Eliminate
Elimination involves removing unnecessary components, features, or processes to streamline a product or service. This can reduce costs, simplify user experiences, or highlight the core value of your offering.
Example:
Google’s minimalist homepage design is an example of elimination. By removing distractions and unnecessary elements, Google focused users’ attention on its core function: search.
How to apply it to your startup:
- Identify elements of your product or service that add little value or create complexity.
- Consider how eliminating these elements could simplify your offering and enhance its appeal.
Steps:
- Analyze your product or service for components that might be unnecessary or overly complex.
- Consider the impact of eliminating these elements on customer satisfaction and operational efficiency.
- Test the streamlined version of your product or service.
Reverse
Reversing involves flipping the sequence, structure, or process of your product or service. This can lead to innovative approaches and new perspectives on problem-solving.
Example:
IKEA’s flat-pack furniture model reverses the traditional furniture retail process. Instead of selling fully assembled furniture, IKEA sells parts that customers assemble themselves, reducing shipping costs and making storage more efficient.
How to apply it to your startup:
- Consider reversing the steps in your process, the order of operations, or the way your product is used.
- Think about how this reversal could create a new business model or value proposition.
Steps:
- Identify the processes or structures in your product or service.
- Brainstorm how these processes could be reversed to create a new approach.
- Develop and test the reversed version with your target audience.
Applying the scamper model to your startup
To effectively apply the SCAMPER Model to your startup, follow these steps:
1. Identify the problem or opportunity:
- Start by clearly defining the problem you’re trying to solve or the opportunity you want to explore. This could be anything from improving an existing product to entering a new market.
2. Work through each SCAMPER element:
- Systematically apply each of the seven SCAMPER strategies to your problem or opportunity. For each strategy, brainstorm as many ideas as possible.
3. Evaluate and prioritize ideas:
- Once you’ve generated a list of ideas, evaluate them based on feasibility, cost, potential impact, and alignment with your startup’s goals. Prioritize the ideas that offer the most value.
4. Prototype and test:
- Develop prototypes or minimum viable products (MVPs) for the top ideas. Testing these prototypes with real customers can provide valuable feedback and help you refine your concepts.
5. Implement and iterate:
- Once you’ve identified a viable solution, implement it within your startup. Continue to gather feedback and iterate on your solution to ensure it meets customer needs and stays ahead of competitors.
6. Foster a SCAMPER mindset:
- Encourage your team to adopt a SCAMPER mindset in their daily work. Regularly revisiting the SCAMPER strategies can help you stay innovative and responsive to changing market conditions.
Real-world success stories using the scamper model
Dyson:
Dyson used the SCAMPER Model to revolutionize the vacuum cleaner industry. By substituting traditional bags with cyclonic separation technology (Substitute) and modifying the design to improve suction and reduce noise (Modify), Dyson created a product that became a market leader.
Uber:
Uber combined (Combine) the convenience of mobile apps with the need for reliable transportation. By adapting (Adapt) the taxi service model to a platform where drivers could use their own cars, Uber disrupted the entire transportation industry.
Spotify:
Spotify adapted (Adapt) the traditional music distribution model by offering streaming instead of ownership. By eliminating (Eliminate) the need for physical media or downloads, Spotify provided instant access to a vast library of music, transforming the way people listen to music.
3M:
3M’s Post-it Notes are an example of putting an existing product to another use (Put to another use). Originally a failed adhesive experiment, the company found that the low-tack glue could be used for temporary notes, creating a new product category.
Conclusion
The SCAMPER Model is an invaluable tool for startups looking to innovate and solve problems creatively. By systematically exploring the seven strategies of SCAMPER—Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, and Reverse—you can generate a wide range of ideas, test them quickly, and implement solutions that differentiate your startup in a competitive market.
Whether you’re refining an existing product, developing a new offering, or exploring untapped markets, the SCAMPER Model provides a structured approach to unlocking creative potential and driving growth.