View
0
Download
0
Category
Preview:
Citation preview
Product Roadmaps
Doug Porter Anna Thames
Objectives• Learn why having a product
strategy/roadmap is important
• Learn how to develop the product strategy/roadmap for products, services or capabilities
• Learn how to select the right new product or services to achieve your goals
Why New Products, Services, Capabilities
• To achieve growth
• To reduce costs (parts, production, shipping)
• To enhance or update feature set, capability
Why Product Strategy
• Communication
• Profitability
• Competitive Advantage
Product Strategy Process
StrategicVision
PlatformStrategy
ProductLineStrategy
StrategicBalance
Integrated Framework
Strategic Vision• Purpose:
– To provide context & direction for product strategy
• Guide for:
– The expansion into new markets
– Competitive strategy
– Strategic balance
“If you don’t know where you are going, then any road will take you there.” -old axiom
StrategicVisionPlatformStrategy
Product LineStrategy
StrategicBalance
Platform Strategy
• Define current technologies
• Research evolving technologies
• Decide on future technologies
StrategicVisionPlatformStrategy
Product LineStrategy
StrategicBalance
Test Platform Strategy
• Fit new or existing channels?
• Fit new or existing technologies and capabilities?
• Can it be done, can we do it, should we do it?
StrategicVisionPlatformStrategy
Product LineStrategy
StrategicBalance
Leveraged Expansion
• Leverage product and technology competencies
Diversification
Market/Ch
anne
lLeverage
None
SimilarApplication Low
RelatedMarket Moderate
CustomerBase High
High Moderate Low None
Product/TechnologyLeverage
ProductPlatform
CoreTechnology
UniqueSkills
Diversification
ActiveShutter
DerivativePlatform
ActiveShutter/Wireless
Waterproof
StrategicVisionPlatformStrategy
Product LineStrategy
StrategicBalance
Product Line Strategy
• Regulated by strategic balance
• Responsibility of product management
• Competitive strategy
StrategicVisionPlatformStrategy
Product LineStrategy
StrategicBalance
Market
• Segment in manner that gives a competitive advantage.
• Define prior to product line strategy.
• Match product capabilities.
StrategicVisionPlatformStrategy
Product LineStrategy
StrategicBalance
Launching New Products, Services, Capabilities
Disruptive
• Harder
• More expensive
• Customer acquisition cost is huge
• Potentially large payback
Iterative
• Easier
• Customers (Brand) already
• Less expensive
• Faster
• Typically incremental revenue improvement
Keys To Success
• Top management buy-in and participation
• Communication to employees & customers
• Make it a continuous part of the business
THANK YOU
AnnaThames(503)803-6098athames@omep.org
DougPorter503-510-7560doug@designportinc.com
Recommended