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#DRA @RolandFrasier
Digtal Retailers Association
Digital Retailers Assoc. Exercises + SlidesDay 2
Product Mix + Product Line TermsProduct Mix Width: # of different product lines carried by the company
Product Mix Length: # of items in the product line
Product Mix Depth: # of versions of each product offered in the line
Product Mix Consistency: How closely related are the different product lines
Product Line: Closely related group of products
#DRA @RolandFrasier
The Product Line Grid
The Product Line Grid
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The Product Funnel Grid
#DRA @RolandFrasier
The Product Funnel Grid
Product | Test 1 | Test 2 | Winner
Lead Gen Device$2 Cost/$10 Value
Contest Product $500
Membership Site, Assoc., Buyer’s Club
Core Products + Profit Maximizers
Contest #1Cost $____ CR __
Contest #2Cost $____ CR __
Launch ContestCost $____ CR __
Tripwire #1Cost $____ CR __
Tripwire #2Cost $____ CR __
Launch TripwireCost $____ CR __
Continuity #1Cost $____ CR __
Continuity #2Cost $____ CR __
Launch ContinuityCost $____ CR __
Product Set #1Cost $____ CR __
Product Set #2Cost $____ CR __
Launch Product SetCost $____ CR __
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The Product Line Grid
#DRA @RolandFrasier
The Product Line Grid
#DRA @RolandFrasier
omersThe Product Line GridProducts
Existing Extended New
Mar
kets
/ Cus
tom
ers
Exis
ting
Exte
nded
New
#DRA @RolandFrasier
What are your current product(s) that you sell in
your existing markets?
Can you add or delete features or benefits to
change or modify existing products to sell to your
current market?
What new products can you create to sell to your existing customers?
In what additional channels can you sell your existing products that you aren’t selling them now?
What customers or markets in additional channels
would buy products with different features/benefits?
In what additional channels could you sell
new products?
In what completely newmarkets can you sell your existing products to new
customers?
What completely new markets would be a fit for
products with new features and benefits?
What new products can you sell in completely new
markets to new customers?
The Product Line GridProducts
Existing Extended New
Mar
kets
/ Cus
tom
ers
Exis
ting
Exte
nded
New
#DRA @RolandFrasier
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The New Product Canvas
#DRA @RolandFrasier
The New Product CanvasProblem Solution Unique Value
PropositionUnfair Advantage
Customer SegmentsTop 3 problems Top 3 Benefits
Single, clear compelling message states why you’re different, worth paying attention to.
Can’t be easily copied or bought
Target customers
Key MetricsKey activities you measure
ChannelsPath to customers
Cost StructureCustomer acquisition costsDistribution costsHosting, People, etc.
Revenue StreamsRevenue ModelLTV, Revenue, Gross Margin
Problem Solution#DRA @RolandFrasier
The New Product CanvasProblem Solution Unique Value
PropositionUnfair Advantage
Customer SegmentsTop 3 problems Top 3 Benefits
Single, clear compelling message states why you’re different, worth paying attention to.
Can’t be easily copied or bought
Target customers
Key MetricsKey activities you measure
ChannelsPath to customers
Cost StructureCustomer acquisition costsDistribution costsHosting, People, etc.
Revenue StreamsRevenue ModelLTV, Revenue, Gross Margin
Problem Solution#DRA @RolandFrasier
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Product Innovation Mapping
#DRA @RolandFrasier
Disruption = Apply, Mix + Match Different Business Models To Your Industry
• Landlord (Physical/IP)
• Affiliate
• Pay As You Go
• Publisher
• Franchise
• Manufacturer/Sales Rep
• Wholesaler
#DRA @RolandFrasier
• Broker
• Reseller/VAR
• Retailer
• Network Marketing
• All you can eat
• Direct Seller
• Subscription
Experiment With Different Pricing Models
• Free (Ad Supported)
• Freemium
• Value Based
• Tiered/Volume
• Feature + Add-Ons
• Low Price
• MSRP/MAP
#DRA @RolandFrasier
• Free + Paid Support
• “Cost +” or “x Cost”
• Portfolio/Suite
• Commodity
• Razor + Blade
• Premium/Luxury
• Discount
Uber Product Innovation MappingBusiness Model
Primary Secondary Tertiary
Pric
ing
Mod
els Pr
imar
ySe
cond
ary
Tert
iary
#DRA @RolandFrasier
Broker: Connect Drivers With Passengers
Volume: Charge 15%-30% Brokerage Fee
Landlord/Tenant: Drivers Rent Car Space
Tiered based on type of car requested
Affiliate
Referral Fees For New Customers
Referral Fee For New DriversVolume (Distance/Miles)
Time of Day Premium
SurvivalLife Product Innovation MappingBusiness Model
Primary Secondary Tertiary
Pric
ing
Mod
els Pr
imar
ySe
cond
ary
Tert
iary
#DRA @RolandFrasier
Direct Seller: Gadgets People Want
Subscription: FPA Membership Publisher
Low Price: Tripwire Value Based Free + Ad Supported
Cost + or X Cost: Upsells to additional products
Tiered: Membership Levels
Feature + Add-ons
New Product Innovation MappingBusiness Model
Primary Secondary Tertiary
Pric
ing
Mod
els Pr
imar
ySe
cond
ary
Tert
iary
#DRA @RolandFrasier
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Product Improvement
#DRA @RolandFrasier
#DRA @RolandFrasier
Product Iteration Should Never StopPSF/PMF + PFM (People + Fun + Money)
Kaizen “ABI” ALWAYS Be Iterating
If you don’t someone else will be…
It’s why AirBnB isn’t Hilton or Marriott
It’s why Newspapers didn’t start Craigslist
It’s why Blockbuster never saw Netflix coming
Image Source: Ash Maurya
Build > Measure > Learn• Shorten the BML loop with Fast Feedback
• Build MVP First OR Start With Your Existing Product/Service, then Test it.
• Measure Results
• Learn What To Test Next From Data Analysis
• Each Product Iteration should better solve the customer’s problem.
Source: Eric Reis #DRA @RolandFrasier
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Pivots: When Good Products Go Bad
#DRA @RolandFrasier
Product Line PivotsZoom-In: Many products become 1 product
Zoom-Out: 1 product becomes many products
Technology: New tech can improve price or performance.
Platform: Switch between house product, affiliate or marketplace
Channel: Change distribution channels but not product
#DRA @RolandFrasier
Value Capture: New rev model
Growth Engine: Move between viral, paid or sticky growth engine
Customer Need: Tweak product to solve more important need
Customer Segment: Same product to different customer
Architecture: High margin, low volume to or from Low Margin, High Margin
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Thank you!