Académique Documents
Professionnel Documents
Culture Documents
Product Management
Product Lifecycle
Gate #1
Gate #2
Gate #3
Gate #4
MRD
PRD
Engineering Spec
Launch Plan
Product Planning
Lower Cost Development, Fewer Revs Faster Time to Market and Revenue Early Customer Buy-in
Product Strategy
Custom Surveys
Customer Sat Channel calls Shows/Events Reg base, key accounts Lost accounts
Qualitative Feedback
Annual Summit WW Channel, Customer Advisory Boards
Competitive
Trade magazines Lab analysis Web Crush
Emerging Technologies
Supplier visits Technology Advisory Board
#9: Qualitative research with opinion-leading customers in target customer segment is most important research component
Once identified and tested, build relationships for alpha input, beta program and ongoing advisory
#8: Market and competitive research complete the requirements, competitive and financial picture
Qualitative input from analysts, competitors, industry associations, customer councils, advisors, gurus, historical/analogue trends, etc. Structured, time-limited process for input from sales, SEs/FAEs, executives
#6: Detailed financial model must substantiate business opportunity:BOM, development budget, sales forecasts by quarter, lifecycle pricing , discounts, marketing budget, etc. #5: Two major releases/new products annually
Develop a theme/concept/name for releases with feature groups that address/anticipate specific market needs not bug fixes
2004 Arrington, Burke, Remacle
#2: Include launch strategy, plan outline, budget to engage development team and reinforce delivery expectations
Go/no go dates for key launch expenditures and events
2004 Arrington, Burke, Remacle
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Summary
Its not necessary to turn product planning into a bureaucratic process, but It does need to be built upon customer segment requirements Higher probability that youll get the product right, the first time
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Appendix
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III.
Marketing Planning Assumptions 1. Communications strategy a. High-level message model - key points related to market, technology, product, company b. Market leverage model categorization of market influencers and strategy for reaching them 2. Beta program a. Objectives b. Criteria to select beta customers c. How many and what type d. Duration and management of program 3. Launch strategy (Objectives and key milestone - detailed plan comes later) 4. Sales channel strategy (role of direct versus indirect) 5. International strategy what, if any markets will be addressed in the first release
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V.
Financials
This section should demonstrate that the company has thought through the key financial considerations and include an Excel model demonstrating an attractive business opportunity given estimated (best guess) revenue assumptions and development, manufacturing, sales and marketing costs. A. B. C. D. Bill of materials (preliminary make or buy assumptions for key components) Development budget Customer adoption scenarios (how many, over what period of time) Business model/pricing assumptions (over time) 1. License versus subscription/hosted pricing 2. System versus component (HW/SW/Service) pricing Sales process 1. Revenue targets and discount structures by channel 2. Sales cycles Marketing budget
E.
F.
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PLANNING TOOL
New Product Planning Process Market Requirements Document (MRD) Product Requirements Document (PRD) Engineering Spec
ROLE
Phased approach for managing the development of a new product that reflects stated corporate (and product line) strategies Business view of market requirements and environment, summarizing segmentation strategy, competitive landscape, total product composition and business model/potential ROI. Source of initial product plan business assumptions Definition of features, functions, technical specifications for an individual product of family of products. Basis for development of engineering specifications Detailed engineering specifications based on MRD/PRD inputs. Core of development plan
Detailed summary of product development activities, schedule and key milestones, including Beta Engineering/Manufacturing Plan for product release detailing activities, schedule, roles, responsibilities and costs Engineering/Manufacturing-oriented
Marketing plan for product launch detailing activities, schedule, roles, responsibilities and costs Outlines medium to long-term product platform strategy and response to market vision (trends/drivers/enablers). Provides explanation of rationale for product evolution relative to target market segments. Total units/$ available at all potential customer companies for relevant categories of products/services and applications. Top-down approach using market forecast data 100% of the units/$ available from addressable customer companies for addressable percentages of applications that company can serve. Should reflect companys technical capability, market rate of adoption of technology, geographic reach, target market segment, etc.
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Presenters
Liz Arrington, Consultant Market Focus 650-329-0823 liz@mktfocus.net Patty Burke, Consultant Market Focus patty@mktfocus.net 408-398-4921 Rosemary Remacle, Consultant Market Focus 408-244-0412 rosemary@mktfocus.net
2004 Arrington, Burke, Remacle
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