Ttm background_20140120

TtM Product SolutionsBackground

15th January 2014

Mike HenryTime to Market

[email protected] Product Solutions Ltd

Tel: +44 1462 337461Mob: +44 7802 323678

“We accelerate growth”

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Contents of Background Material

Who we are: Time to Market (TtM Product Solutions)

What we do: TtM …… Time to Money and Product Management

Who are some of our Clients

Time to Market Frameworks and Toolkits

How we can help you In Company Tailored or Customised Training

programme/courses

Public Training with partners

Product Life Cycle Management (PLM) Toolkit

End to End Product Management and Development

Business Model Generation and Product Management

TtMSoftTools: Software Packages


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TtM Product Solutions was formed in 1994

We are a small, focused team helping organisations implement all aspects of Product Management and Innovation.

Experience from managing The Time to Market Association (over 7 years)

Assignments with a range of clients in UK and Internationally with Business to Business (B2B) and Business to Consumer (B2C) companies

Work internationally: UK; USA; Canada; France; Germany; Austria, Switzerland; Italy; Finland; Sweden; Poland; Czech Republic; Russia; India; China; Japan; Luxembourg; South Africa; Greece……..

Used to working with customers across functional and organisational boundaries.

Mike Henry has experience in all aspects of Global Product Life Cycle Management and Product Development, was educated as an Electronic and Software Engineer and has worked with organisations and companies in electronics, financial services, information systems, software, telecoms, engineering, …..

Time to Market (TtM Product Solutions Ltd.)


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We help organisations and people gain skills and know how to achieve profitable growth from products, services and markets including:

Time to Market (TtM Product Solutions Ltd.)TtM = Time to Market ... Time to Money and Product Management

Product Management and Marketing (PM) Product Portfolio Management (PPM)

Product Life Cycle Management (PLM)

Product Portfolio Strategy (PPS) Voices of Customers (VoC) Product Competitive Analysis (PCA) Product Value Propositions (PVP) Product Innovation and Creativity (PIC) In Life Product Management (ILPM) In-bound and Out-bound Marketing (IOM)

We have a database of processes, methods and tools which we can tailor for a client’s situation and objectives supported by an implementation toolkit and Excel based ‘SoftTools’.


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Who are some of our clients


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Telecoms Electronics/ Electrical Engineering/ Manufacturing

B2C

B2B

Some of our clients in• Physical products• Engineering• Manufacturing

B2B= Business to Business; B2U = Business to Business UserB2C= Business to Consumer; B2E= Business to End User

Xerox

Hunting EngineeringMTL Instruments

Chemical Other

http://www.caseih.com/home.aspx?RL=ENNA

http://www.sony.co.uk/view/View.action?site=odw_en_GB

http://www.orange.co.uk/?WT.svl=100

http://www.spiraxsarco.com/

http://www.kcom.com/

http://www.nokia.co.uk/

http://www.domino-printing.com/uk

http://tuftsesi.files.wordpress.com/2007/05/wwf_big.gif


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B2C

B2B

Some of our clients in•Solutions•Software•Financial Services

B2B= Business to Business; B2U = Business to Business UserB2C= Business to Consumer; B2E= Business to End User

Xerox

Sony Broadcast

Oxford/Vickers Medical

Navstar

AEA Technology

Fuji Film Electronic Imaging

Hunting EngineeringMTL Instruments

GPT Business Systems

Marconi Instruments

Kalamazoo

Apricot

Insignia

ICL

Embedded Financial Services

Communications/ System Software

Business Solutions

Aero/ Defence/ Medical

MDIS

http://www.sony.co.uk/view/View.action?site=odw_en_GB

http://www.windsor-life.com/index.htm

http://www.domino-printing.com/uk

https://www.clarkeamerican.com/index.jsp

http://www.wolterskluwer.co.uk/

http://www.dante.net/


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Time to Market Framework


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Time to Market Product Management Framework


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End to End Product Life CycleManagement Processes

PPR: Product Portfolio Strategy and Roadmapping

PD: Product Definition

Voices of Customers (VoC) and Customer Insight

Product Competitive Analysis and Intelligence (PCA)

ILM: In Life Product Management

Product Value Propositions and Pricing Management (PVP)

PLI: Launch and Introduction

Product Value Network Management (PVN), Sales Support and Market Communications

Core Processes

Supporting Processes

PDP: Product Development Projects PipelinePRP:

P Rr eo pd lu ac ct e

ment

Money

Strategic Tactical

Conception Grave

Out-bound ProductManagement to Market

In-bound Product Management from Market

Market ResearchProduct Market Analysis

Voices of CustomersMarket Communications

Market DevelopmentSales Support

P Pr ho ad su ect O

ut

Product, Market, Technology Innovation Ideas

Business Process Initiative Ideas

Tools: Process Maps, RACI and Stakeholder Matrix

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KR: Key Resources

Business Model Canvas

PVP: Product Value Propositions

PP: Product, Service and Solution Portfolio

TP: Technology Portfolio

PVN: Product Value Network

SSP: Supply Side Partners (Collaborators & Suppliers)

ICS: Internal Colleagues/Stakeholders

DSP: Demand Side Partners or Collaborators

CIR: Contingents: Influencers/ Regulators

CSR: Sales Channels/ Routes to Market/

Customer Relationships/ Market Communications

VoC: Voices of Customers

CS: Customer Segments

Countries/ Cultures

CP: Competitors

Competitive Products

£R: Reward/ Revenue Streams (including Price and Profit)

£C: Cost Structure (including Risk)

KAP: Key Activities & Processes

£C £R

Markets

Suppliers

Adapted from: Business Model Generation: Alexander Osterwalder and Yves Pigneur


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‘Customised’ Training Programmes


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‘Customised’ Training Programmes

Customised Learning Programme/ Academy of Courses and other methods

Based on: Topic Modules

Sessions, Breakouts and ‘Homework’

Toolkits To implement processes, methods, skills and responsibilities

which are customised to the client’s needs.

Packaged at suitable levels to provide a learning pathway, of for example: Entry/Foundation Intermediate Advanced/ Mastery


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Entry/ Foundation

Approach for developing Product Management process, capability and skills using ‘Modular’ training and Product Management Toolkit

Level of ResponsibilityLevel of Responsibility

Advanced/Mastery

Intermediate

Capability and SkillsCapability and Skills

Foundation Modules and Tools

Selection of Modules and Toolkit

Integrated Modules, Toolkits and

implementation experience sharing

PPM Processes, Skills and Tools Modules Entry/ Foundation

End to End Product Life Cycle Management - Process Framework ERoles & Responsibilities of Product Manager and Stakeholder Management EVoC: Voices of Customers (VoC) and Customer/Market Insight EPLI: Product Launch and Introduction (PLI) EPVP: Product Value Propositions (PVP) and Product Portfolio E

PPM Processes, Skills and Tools Modules Intermediate

End to End Product Life Cycle Management - Process Framework IRoles & Responsibilities of Product Manager and Stakeholder Management IPPR: Product Portfolio Strategy and Roadmapping (PPR) IVoC: Voices of Customers (VoC) and Customer/Market Insight IPCA: Product Competitive Analysis and Intelligence (PCA); Competitor Analysis IPD: Product Definition (PD) IPDP: Product Development Projects Pipeline (PDP) IPLI: Product Launch and Introduction (PLI) IILM: In Life Product Strategy and Management (ILM) IPRP: Product Replacement and Product Phase Out: (PRP) IPVP: Product Value Propositions (PVP) and Product Portfolio IPricing and Profitability Management (PrPr) IPVN: Product Value Network (PVN) Management, Sales Support and Market Communications Improvement

I

PPM Processes, Skills and Tools Modules Advanced /Mastery

End to End Product Life Cycle Management - Process Framework APPR: Product Portfolio Strategy and Roadmapping (PPR) AVoC: Voices of Customers (VoC) and Customer/Market Insight APCA: Product Competitive Analysis and Intelligence (PCA); Competitor Analysis APD: Product Definition (PD) APDP: Product Development Projects Pipeline (PDP) AILM: In Life Product Strategy and Management (ILM) APVP: Product Value Propositions (PVP) and Product Portfolio APricing and Profitability Management (PrPr) A

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FPM Toolkit

IPM Toolkit

APM Toolkit


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Modular Toolkit

Modules Menu PPM Processes, Skills and Tools Modules Entry/

Foundation Intermediate Advanced

/Mastery

1 End to End Product Life Cycle Management - Process Framework F I A 2 Roles & Responsibilities of Product Manager and Stakeholder Management F I 3 PPR: Product Portfolio Strategy and Roadmapping (PPR) I A 4 VoC: Voices of Customers (VoC) and Customer/Market Insight F I A 5 PCA: Product Competitive Analysis and Intelligence (PCA); Competitor Analysis I A 6 PD: Product Definition (PD) I+ A 7 PDP: Product Development Projects Pipeline (PDP) I+ A 8 PLI: Product Launch and Introduction (PLI) F I 9 ILM: In Life Product Strategy and Management (ILM) I A

10 PRP: Product Replacement and Product Phase Out: (PRP) I 11 PVP: Product Value Propositions (PVP) and Product Portfolio F I A 12 Pricing and Profitability Management (PrPr) I+

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PVN: Product Value Network (PVN) Management, Sales Support and Market Communications Improvement(PVN comprises: Sales Channels/ Routes to Market; Demand Network Partners; Influencers and Contingents; Internal Vale Network of Stakeholders and Colleagues; Supply Chain) I+

14 PIC: Product Innovation and Creativity A 15 Market and Technology Strategy A 16 Market Intelligence and Segmentation I+ 17 Product Positioning, Messaging and Marketing Communications including Social Networking I+ 18 New Product Development (NPD) I+ 19 Time to Market Compression I+ A 20 Lean/ Agile Product Development I+ A 21 Business Model Generation and Implementation I+ A

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Product Management ToolkitIntermediate PM Level (IPM)

(VoC) Topic Guides/ Questionnaires

What + HowChecklist

Product – Market 2- Axis Model

Product Portfolio Structure

DPM

Product Portfolio Roadmap

pQFD

Advanced SWOT: Product Competitive and Price

PVP vs PriceCompetitive Positioning

MoSCoW

Artefacts

Customer ProfilesCustomer SegmentsAdoption CharacteristicsProduct Value Network

Voices of Customers (VoC) Win/Loss Questionnaires and Analysis

Reward/Risk/ Resource Model

(RRRM)

SMART ObjectivesRACI MatrixStakeholder Map/MatrixExtended P's, C's and R's Checklist

Commercial Plan, Technical Plan,

Information Database

Sales Metrics Monitor

PLI Checklist

Product – Life Cycle 2- Axis Model

Exam

ple


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Workshops are designed and delivered to be very interactive and comprise: Sessions which are interactive powerpoint presentations by the facilitator which are delivered with

questions and answers to stimulate discussion and appropriate levels of debate. The Sessions include examples of tools and case studies

Breakouts which are structured group work to process and discuss implementation and are facilitated by the trainer. Typically groups comprise 4 to 6 people to ensure that individuals have the opportunity to interact and participate.

Post Course assignments (‘Homework’) to embed learning and use of tools

When delivering workshops the agenda and timing is adjusted dynamically to meet the needs of the participants and includes the principles and practices relating to the Kolb Learning Cycle.

Workshop/Seminar Style and Delivery will be interactive and comprise a balanced set of Sessions and Breakouts to maximize learning, interaction and the needs of participants


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‘Standard’ Training Courses

Can be delivered ‘As Is’ or Tailored for In Company requirements and delivery: Product Management Product Strategy Product Innovation Product Launch and Introduction


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Product Management‘Standard’ Training Course


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Objectives

All attendees should:* Understand Principles and Practices of Product Management

* Become exposed to the framework of processes and tools for end to end Product Life Cycle Management (PLM)

* Understand the importance of having a good knowledge of Customers’ current and future needs

* Understand the importance of having a good knowledge of Competitors and Competitive Products (current and future)

* Understand how to generate compelling Customer Product Value Propositions

* Understand some of the methods and tools relating to Product Portfolio Strategy

* Be introduced to Product Launch and Introduction process and tools and begin to apply them appropriately for their own situation

* Be introduced to the process and tools for Product Replacement/ Phase Out

* Be introduced to In Life Product Management and Marketing process and tools.

* Be introduced to a Toolkit for Product Life Cycle Management to maximise profit


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PM: Day 1

COURSE CONTENT 09.00 to 17.00

Sessions are interactive powerpoint presentations by the facilitatorBreakouts are structured individual and/or group work to process and discuss implementation Coffee/Tea breaks and Lunch are scheduled with respect to Sessions and Breakouts

Day 1

Session 1S0 Introduction, Objectives, Agenda, Issues and Priorities

Session 1S1 Product Management Principles and Practices

x Break

Session 1S2 End to End Product Life Cycle Management - Process Framework

x Lunch

Session 1S3 Customer Product Value Proposition Definition and Development

x Break

Breakout 1B1 Generate Product Value Proposition

Session x Bring forward topics from Day 2

x Close for the Day


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PM: Day 2



x Day 2

x Recap

Session 2S1 Product Portfolio Strategy, Roadmap and Reward/Risk/Resource Priorities

x Break

Breakout 2B1 Your approach for Product Portfolio Strategy

Session 2S2 Voices of Customers and Market Intelligence

x Lunch

Breakout 2B2 Voices of Customers in your Company

x Break

Session 2S3 Competitor and Product Competitive Intelligence

Breakout 2B3 Competitor and Product Competitive Intelligence in your Company

x Close for the Day


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PM: Day 3



x Day 3

x Recap

Session 3S1 Product Launch and Introduction and Product Replacement

x Break

Breakout 3B1 Product Launch and Introduction improvements in your company

Session 3S2 In Life Product Management

x Lunch

Breakout 3B2 Product Manager's role in In Life Product Management for your product portfolio.

x Break

Breakout 3B3 Revisit Customer Product Value Proposition Generation

Breakout 3B4 Action Planning for Product Management:Priorities for End to End Product Management Processes and Tasks in your companyDraft List of Tools to Implement

x Wrap Up and Evaluation

x Workshop Ends


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Background for Examples

Most examples has been generated from projects with real Clients Wherever possible we include ‘real life’ examples and case studies Because of client confidentiality, in some cases, the data, outputs and identity of the client have been

changed and ascribed to a fictional company called MobIS (Mobile Information Solutions) MobIS’ product portfolios are targeted at both Consumers/ End Users (termed B2E) and Business

Users (termed B2U) who want to access information from mobile devices. Two of the product portfolios are listed:

Information on the Move (IM) International Market Information on the Move (IM2)

CustomersInformation on the Move (IM)

Sport and News B2E for people on the move, targetted with content such as news, sport results and fashion at Adult Personal Users

Information on the Move (IM)

Stocks and Shares B2U for people who work in Financial Services, Banking and FinanceMedium Size Companies

International Market Information on the Move (IM2)

International Market Information:> Company News and Information> Mergers and Acquisitions> International Travel Information and Booking> Stock Market News

B2U for people who work in Financial Services, Banking and FinanceMedium Size CompaniesLarge Companies and Corporates

MobIS


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Product Management Toolkit

Customer ProfilesCustomer SegmentsAdoption Characteristics

Voices of Customers (VoC) Topic Guides/ Questionnaires

What + HowChecklist



Product – Life Cycle 2- Axis Model

Product Portfolio Roadmap

pQFD

Advanced SWOT: Product Competitive

PVP vs PriceCompetitive Positioning

Commercial Plan, Technical Plan,

Information DatabaseMoSCoW

Artefacts

For reference

For reference

DPM

What?

Who?

How?Benefits & ExpectationsFor customers: • Functionality (BU): Up to date Stocks and Shares information and

instant access to other critical information• Functionality (BU): Easy travel arrangements• Usability (BU): Clear display of information and easy navigation • Usability (BU): Alerts for important messages and information• Usability (BU): Should require little training to get maximum benefit• Performance (TB): Connection from anywhere in the world• Performance (TB): Fast and secure download • Setup (TB): Wire free connectivity to laptops, networks etc.• Supportability (TB): Global support• Economics (EB): Attractive Total Cost of Ownership and Flexible Terms

and Conditions

Target Customers Segments:Medium Size Financial Services Companies

Business Users (BU):Financial Business Executives

Technical Buyers (TB):IT Directors

Economic Buyers (EB):Financial Directors

Key Selling Points to provide benefits and expectations to customers• Functionality/Performance: Fast access (< 2secs) to the most important

channels of financial information while on the move• Functionality: Business www.ebookers.com privileged travel access • Technology: Advanced handset range with intuitive use and 'industry

strength' security.• Functions: MobIS prioritised alerts and On handset training • Setup: Bluetooth self configuring capability • Supportability: MobIS website for Integration Guides and Application

Newsletters • Economics: Range of subscriptions, Free upgrades and Flexible Terms • Supportability: Dedicated MobIS's 24/7 technical support team

Product Value PropositionInformation on the Move (IM) Stocks and Shares

Date: <date>Product Manager: <Product Manager>

Against what?

Competitive Products

Company: Purple Product: Share PricesCompetitive Opportunities and Threats Slow access to information (>5secs) Poor connectivity× Low initial price

Company: Wino Product: Stock TradesCompetitive Opportunities and Threats Slow access to information (>4secs)× Low initial price× Great travel booking facilities with www.lastminute.com

Opportunity for MobIS× Threat for MobIS

WHO

WHAT

do they want

HOWdo we provide

Against WHATdo we compete


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Product Strategy‘Standard’ Training Course


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Product Strategy ‘Standard’ Workshop Outputs3 days workshop

Strategic opportunities to improve the financial and other performance of Product Portfolio

Customer, Applications, Competitive, Market, Technical, Macro and other Trends Product Innovations, Product Developments or Product Improvements Improvements in Operations, Market Communications, Sales Support and Sales Product Management initiatives Priorities for projects, changes and other actions to implement Product Portfolio

Strategy …………


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Product Strategy ‘Standard’ Workshop Agenda3 days

Session: Introduction, Objectives, Agenda, Issues and Priorities

Session: Principles and Practices

Session: Customers, Markets and Trends

Breakout: Product Portfolio and Market 2-Axis Model

Session: Customer Product Value Propositions

Breakout: Compelling Customer Product Value Propositions Generation

Session: Product Portfolio and Roadmapping

Breakout: Roadmap Generation

Session: Product Competitive Analysis

Breakout: Product Competitive SWOT (Strengths, Weaknesses, Opportunities and Threats)

Session: Market Attractiveness, Product Strength and Macro Trends

Breakout: Directional Product Matrix

Session: Toolkit Walkthrough, Priorities and Actions

Breakout: Priorities and Actions for each Product Portfolio



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PPS Toolkit and Process

OUTPUTS: Product Portfolio and Pricing Strengths, Weaknesses, Opportunities and Threats (SWOT)

OUTPUTS: Priorities and Actions

4. Product Portfolio SWOT Analysis, Competitive and Price (PCA)

5. Artefacts, Priorities and Actions

OUTPUTS: Market and other trends, Customers Requirements and Product Portfolio Gaps

OUTPUTS: Updated PVPs.

1. Market, Voices of Customers (VoC), Trends and Win/Loss Analysis

2. Customer Product Value Propositions (PVP)

3. Product Portfolio and Roadmapping (PPR)

OUTPUTS: Actions relating to Product Portfolio Development, Product Launches, Business Improvements, Market Communications and Sales Strategy

Evaluation Loop


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Product Portfolio Strategy Toolkit

What + HowChecklist



Directional Product Matrix DPM

Product Portfolio and Trend Roadmap

Advanced SWOT: Product Competitive and Price

Customer ProfilesCustomer Segments

Market, Voices of Customers (VoC) and other trends

RACI MatrixExtended P's, C's and R's Checklist

Priority Ref Market, Macro or Other Trends Region or Country 1 Region or Country 2 Action

H 1 Sales Revenue or Volume trendsM 2 Market Share trendL 3 Customer or Industry trendsH 4 Applications trendsH 5 Pricing TrendsH 6 Margin or profitability trendsH 7 Competitor TrendsH 8 Competitive Products trendsH 9 Market Communications trendsH 10 Changes in Competitors' Sales

Channels or Routes to MarketH 11 Contingent: Regulatory, Standards,

….. TrendsH 12 Macro Trends: DemographicsH 13 Macro Trends: EconomicH 14 Macro Trends: EnvironmentalH 15 Macro Trends: Regulatory and

PoliticsH 16 Macro Trends: SocialH 17 Macro Trends: TechnologyH 18 Macro Trends: OtherH 19 OtherH 20 Other

ArtefactsCommercial Plan,

Technical Plan, Information Database


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Product Innovation and Creativity‘Standard’ Training Course

What to Innovate Product

Product Portfolio/Pipeline Product Value Propositions Price

Market Applications covered Sales and Market Communications to

Customers Competitive actions Geographical reach Regulations, Standards

Technology Information Technology Product Technology Operational Technology

Business Model/ Processes Business Model Customers’ Processes Our Processes


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Objectives

Be introduced to the principles of Product, Market, Technology and other Innovation Understand and explore ways to increase creativity and innovative thinking Understand types of Innovator companies and approaches outside your industry Explore principles and practices relating to Disruptive, Revolutionary and

Evolutionary Innovation and how it might apply in your company Understand how Proposition Portfolio Strategy and Roadmapping, innovation

information from Voices of Customers (Gemba, Adoption Characteristics, Kano) and Competitive Intelligence promote innovation

Discuss Lean and Agile Principles and Practices for Product and Software Development

Be introduced to Jugaad Innovation and discuss use in current and developing markets

Discuss and work with a comprehensive set of methods and a toolkit for implementing innovation


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Innovation and Creativity: Methods and Toolkit

ImaginationIngenuity

Ideas Invention

Improvisation

Creativity

Types of Innovation: Disruptive

Revolutionary

Evolutionary

Methods Toolkit

+ Innovators: Need seekers (NS); Market readers (MR); Technology drivers (TD)

+ Proposition Portfolio Strategy and Roadmapping

+ Gemba, Adoption Characteristics, Kano+ Imagining Newcomers+ Competitive Forces+ Competitive Intelligence+ Step-Stretch-Leap+ BHAGs (Big Hairy Audacious Goals)+ Purposeful Evolution+ Agile Software Development+ Lean Product Development+ Jugaad Innovation

+ Brainstorming (and reversal)+ Lennonisms ‘imagine there’s .’+ Imagineering+ Synectics+ Problem Solving and Fishbone+ Scenario Planning+ Mind-mapping

Innovation Strategy and Drivers: NS, MR, TD Compelling Product Value Propositions Buyer Profiles and User Personas Portfolio, Trend and Technology Roadmaps Directional Product Matrix (DPM) Macro Trends Product Value Network Competitor Forces Competitive SWOT Newcomer Opportunities and Threats Step-Stretch-Leap Worksheet Agile Principles and Practices Lean Principles and Practices Jugaad Principles and Practices

Synectics/ SCAMPER Fishbone/ Ishikawa Scenario maps Mind-maps De Bono’s Hats


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Day 1



Day 1

Session 1S0 Introduction, Objectives, Agenda, Issues and Priorities

Session 1S1 What is Innovation?Exercise: Seeing things differently

x Break

Session 1S2 Ways to increase creativity and innovative thinking - Part 1

Breakout 1B1 Imagining a Newcomer

x Lunch

Session 1S3 Innovators: Need seekers; Market readers; Technology Drivers from Apple, Samsung and Google

x Break

Breakout 1B2 Innovation for your product, market and technology portfolios

Session x Bring forward topics from Day 2

x Close for the Day


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Day 2



x Day 2

x Recap

Session 2S1 Proposition Portfolio Strategy and Roadmapping and Inbound Innovation

x Break

Breakout 2B1 Trend and Portfolio Roadmaps

Session 2S2 Generations of Product Development and Technology Innovation methods

x Lunch

Breakout 2B2 Your company's approach for Development and Innovation

x Break

Session 2S3 Disruptive, Revolutionary and Evolutionary Innovation (BHAGS, Step-Stretch-Leap, Purposeful Evolution)

Breakout 2B3 How does Disruptive, Revolutionary and Evolutionary Innovation apply in your company?

x Close for the Day


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Day 3



x Day 3

x Recap

Session 3S1 Ways to increase creativity and innovative thinking - Part 2

x Break

Session 3S2 Lean and Agile Principles and Practices for Product and Software Development

Breakout 3B1 Discussion on Lean and Agile

x Lunch

Session 3S3 Jugaad Innovation and use in developing and developed markets

x Break

Facilitated Discussion

3B2 Methods and Toolkit for Product, Market and Technology InnovationAction planning

x Wrap Up and Evaluation

x Workshop Ends


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Product Launch and Introduction (PLI)‘Standard’ Training Course


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Product Launch and Introduction (PLI)‘Standard’ Workshop Outputs 3 days workshop

Understanding best practices and associated tools for planning and implementing Product Launch

Product Launch strategies for Big Bang, Phased or Soft Launch, Minimal Launch, Re-Launch, ....

Launch planning and key milestones Compelling and competitive Product Value Propositions for product positioning Product messaging using Product Value Claims model Tools to evaluate Product readiness, Customer readiness, Sales and

Operational readiness Effective internal communications, Market Communications Mix and Sales/

Routes to Market …………


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Product Launch and Introduction (PLI)‘Standard’ Workshop Agenda 3 days

Session: Introduction, Objectives, Agenda, Issues and Priorities

Session: Product Launch and Introduction in End to End Product Life Cycle Management

Session: Overview of Product Launch and Introduction (PLI) Process and Toolkit

Breakout: Issues/Pitfalls for Product Launch and Introduction in your company

Session: Developing compelling Product Value Propositions for launch

Breakout: Generate Product Value Propositions

Session: Product Launch Strategy and Planning linked to Product Replacement

Breakout: Product Launch Planning and Launch Pack - prioritisation of methods and tools

Session: Product Readiness and Internal Launch

Breakout: Product Readiness and Internal Launch for your launches

Session: External Launch and introduction for sales, markets and customers

Session: External Launch: early supply and support and PLI monitoring and adjustment

Breakout: External Launch:introduction for sales, markets and customers for your launches

Session: PLI Completion and Transfer to In Life Product Management

Breakout: Action Planning for Product Launch



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Types of Product External Launch

Soft Launch /Progressive/Phased LaunchPotential rationales: If want to phase geographically

If want to supply to a limited set of customers to get fast feedback

and/or If product(s)/ product range is not fully ready and/or internal launch is not complete and/or Limited marketing resources (people and money)or Want to capture some customers and revenue to

justify more internal or external investment

Soft Launch /Progressive/Phased LaunchPotential rationales: If want to phase geographically

If want to supply to a limited set of customers to get fast feedback

and/or If product(s)/ product range is not fully ready and/or internal launch is not complete and/or Limited marketing resources (people and money)or Want to capture some customers and revenue to

justify more internal or external investment

Minimal Launch Low priority product(s)/ regulatory product(s), or Minor revision or update or product range addition, or Targeted at niche or specific customer base, or Part of a rolling or phased launch

Minimal Launch Low priority product(s)/ regulatory product(s), or Minor revision or update or product range addition, or Targeted at niche or specific customer base, or Part of a rolling or phased launch

Full Launch (Big Bang)

for new product(s) or a major change to current product(s) intended to :

Maximise market awareness Maximise sales leads/revenue Stimulate Sales Motivation and Momentum Generate competitive differentiation

Usually requires substantial money, resource and focus Can be part of an overall marketing and sales campaign

Full Launch (Big Bang)

for new product(s) or a major change to current product(s) intended to :

Maximise market awareness Maximise sales leads/revenue Stimulate Sales Motivation and Momentum Generate competitive differentiation

Usually requires substantial money, resource and focus Can be part of an overall marketing and sales campaign

Our Return on Investment should be a key factor on deciding Type or Scale of

Launch

Implication: Type of Launch helps determine the process and tools used for Product Launch and Implementation

Re-Launch of current products Re-Stimulate Sales Motivation and Momentum

Re-Launch of current products Re-Stimulate Sales Motivation and Momentum


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Product Launch and Introduction Toolkit

Product Launch Plan and Checklist Launch Timeline Tracker Mini-Product Value Proposition (PVP) Product Launch Pack/Kit Market Communications Mix Stakeholder Matrix

Product Readiness Criteria and Checklist Customer/Sales Readiness Criteria and Checklist Organisational Readiness Criteria and Checklist

Launch SWOT Chart (Strengths, Weaknesses, Opportunities, Threats)

Product Launch Metrics Dashboard

Planning

Readinessand Launch

Monitoringand Adjustment


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Phase Out with Launch of a Replacement

Can take a long time

Phase Out and Launch need to be well synchronised


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TtMSoftTools: Software Packages to implement tools for Product Portfolio and Product Life Cycle Management

TtMSoftTool ID TtMSoftTool Title and Description

SPS Product Portfolio Strategy and Road Mapping

SSL Project Selection and Priorities

SVC Voices of Customers Collection and Analysis

SCA Product Competitive Analysis

SPD Product Definition and pQFD (pragmatic Quality Function Deployment)

SPL Product Launch Planning and Information

SPI Product Life Cycle and In Life Management

SVP Product Value Propositions Management

SPM Product Management

SPP Product and Market Portfolio Management


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© 2000 to 2014 TtM

Mike Henry – Interests and Experience

Mike Henry was educated as an electronics engineer, graduated from Leeds University and subsequently carried out postgraduate research in medical computing at the University of Dundee.

He has been involved in the development, integration and marketing of software and electronics systems in a wide variety of applications.

With Xerox, Mike was the Electronics and Software Manager for a development programme which was used as a pilot for Xerox's Product Development Process. He lead product development and management of photocopiers and document image management workstations, with teams based in the UK, Netherlands, East and West Coasts of USA, Japan and Korea.

Mike joined Crosfield Electronics (now Fuji Film Electronic Imaging) as a member of the marketing department. He took the lead in developing and implementing the company Product Life Cycle Process (PLP), with the major objectives of reducing time to market, stimulating product innovation and increasing life cycle profitability. He was accountable for Product Strategy and Planning for EMEA, Japan (With Fuji Film) and Americas (with DuPont).

Mike now leads Time to Market (TtM Product Solutions) as Managing Director.He has completed projects with over a hundred companies in the UK, USA, Canada, Switzerland, Italy, Finland, Poland, Russia, Japan, China and India relating to Product Management, Product Strategy and Innovation.

Mike specialises in Product Management, Product Value Propositions (PVP), Voices of Customers (VoC) and Product Competitive Analysis (PCA) and together with his colleagues provides a wide range of training and implementation programmes to clients in many markets, including: electronics, engineering, telecommunications, software and data services, chemical, financial services, government, retail etc.


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That’s all Folks – Thank you

Mike HenryTime to Market

[email protected] Product Solutions Ltd

www.ttm.co.ukTel: +44 1462 337461

Mob: +44 7802 323678

Mike will be very happy to receive:

Any QuestionsComments or

Feedback