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Cursus Productmanagement!
Marcel Kuiper www.devereenvoudiger.nl
De Vereenvoudiger Innomics Startup bootcamp / Innoleaps SNSReaal IG&H Management Consulting Universiteit Utrecht
Develop technology /
product
Create Marketing
Position
Create Sales Plan
Bring to Market
How do you create a blockbuster new product?!
IDEA
Average 17%Dr.RobertCooper.“DoingitRight.”[email protected] 25%AbbieGriffin.“DriversofNewProductSuccess.”[email protected].
59%
Dr.RobertG.Cooper.“DoingItRight.”[email protected] 77%
Frost&Sullivan.“GrowthProcessToolkit:NewProductDevelopment.”2008 0.3%Frost&Sullivan.“GrowthProcessToolkit:NewProductDevelopment,”2008. 1%AndrewCampbellandRobertPark.“StopKissingFrogs.”HarvardBusinessReview.July-August2004.
1%
Dr.JohnSviokla.“TheCalculusofCommerce.”[email protected] 3%CorporateStrategyBoard.“StallPoints”1998.CitedinClaytonChristensenandMichalRaynor“TheInnovator’sSolu@on.”page5.
5%
AndrewCampbellandRobertPark.“StopKissingFrogs.”HarvardBusinessReview.July-August2004.
10%
KevinClancyandRandyStone.“Don’tBlametheMetrics.”HarvardBusinessReview.June2005. 10%CorporateStrategyBoard.“OvercomingStallPoints.”2006. 10%PricewaterhouseCoopers.“ShakingtheMoneyTree.”Slide33.USVentureLiquidity,2001-2007.Q32008.
11%
Product success….!
Develop technology /
product
Create Marketing
Position
Create Sales Plan
Bring to Market
How do you create a blockbuster new product?!
XXX X
Search Execution
Goal: Find a repeatable and scalable business
Goal: Execute on a given business, financial, and
operating plan
Two different worlds….!
Build, Measure, Learn!
In large companies, the mistakes just have additional zeros in them. Steve Blank
Search
Customer discovery
Customer validation
Pivot
Problem / Solution Fit Product / Market Fit
Steps to take….!
Assess crops for revenue potential
Determine the soil
condition
Determine which
crops to grow
Prepare the soil
Plant the seed
Get the crop
established
Protect the crop
from weeds
Protect the crop from
severe weather
Ensure proper nutrition
Estimate crop yield
Identify crop
growth issues
Correct crop
growth issues
Correct soil
moisture levels
Prepare the crop
for harvest
Harvest the crop
Manage crop
residue
Condition the
harvest
Store the harvest
Assess crop yield
Assess crops for revenue potential
Determine the soil
condition
Determine which
crops to grow
Prepare the soil
Plant the seed
Get the crop
established
Protect the crop
from weeds
Protect the crop from
severe weather
Ensure proper nutrition
Estimate crop yield
Identify crop
growth issues
Correct crop
growth issues
Correct soil
moisture levels
Prepare the crop
for harvest
Harvest the crop
Manage crop
residue
Condition the
harvest
Store the harvest
Assess crop yield
Protect the crop
from pests
5. goal: get the entire job done
1. customer perspective
2. ideal job 3. beginning
middle and end
4. no solutions
6. action
Which customers do you talk with?!
Innovators
Early Adopters!
Early Majority
Late Majority
Laggards
16% 34% 34% 13,5%!2,5%
Innovation Adoption Lifecycle
Segment
Multiply
S P A
Size of the market Pay: How much will customers pay
Access: How much access do you have to the customers?
Overweight
1st marathon runner, joined training team
Supermodel
Bride before a wedding
1
1
1
2
3
3
3
3
2
1
2
2
6
3
6
12
ize ay ccess
Job: To lose weight
3 = Large 2 = Medium 1= Small
3= A lot 2 = Some 1 = A little
3 = Hours 2= Days 1= Weeks
Exercise segmentation 1: SPA Treatment!
SCALE Your Segments
S C A L E
Description
Segments3=2=1=
3=2=1=
3=2=1=
3=2=1=
3=2=1=
Overweight
1st marathon runner, joined training team
Supermodel
FitBit owners comparing apps on ProductHunt
Large Medium Small
Size of market
How much currency do they have?
A lot Some A little
How much do you want to serve this group for the next 5 years?
A lot Some A little
How much data do you have that they are trying to solve this problem?
A lot Some None
If the product were ready, how quickly could you get currency?
Days Weeks Months
2
1
1
2
3
3
3
3
2
1
2
2
1
1
2
1
1
2
2
3
12
6
24
36
Multiply
ize urrency ccess ove arly Adopter
Job: I want to lose weight
Exercise segmentation 2: SCALE!
Preparing for an interview!
Learning Goal Curiosity Focus on Problems Neutrality Past or Present Specificity
Emotional design
Usable
Reliable
Functional
Emotional design
Usable
Reliable
Functional
This!
Not This!