Strategic Planning Through Pictures

Often the best way to communicate

strategic choices is through simple pictures.

Let’s review some options.

2

Collis’s Strategic Sweet Spot

Competitor Offerings (for target market)

Customer Needs (for target market)

Your Capabilities

Sweet spotYou win

OpportunityJump ball

You lose

You battle

3

Whole Product Thinking

Source: Levitt

AugmentedProduct

ExpectedProduct

PotentialProduct

GenericProduct

4

4

Hi-Tech “Whole Product” Planning

TheProduct

Hardware

Software

Legacyinterfaces

Networks& peripherals

Pre-salesservices

Post-salesservice

& support

Templates

Consulting

Where you can showyou understand yourcustomer’s businessproblem and itssolution

Where you can show you have committed

to solve the problem and havea pre-engineered solution

What your in-categorycompetitors have in

common with you

Source: The Chasm Group

5

Sample Whole Product

ProductServices

Other

6

The Product Lifecycle

7

BCG Growth-Share Matrix

Market Growth

High

RelativeMarket

Share

Low

Weak Strong

Star

Dog

Cash Cow

Question Mark

8

SWOT Structure

STW

O

Helpful Harmful

Inte

rnal

Ext

ern

al

Phase 1Complete this matrix for a specific competitor.

Phase 2Analysis it. What, if anything, are you going to with your conclusions?

9

Phase 1: Completing the Matrix

•What do you do well?•What are your unique selling points?•What are your structural advantages?•What relevant resources you have access to?

• What are you doing badly?• What should you improve?• What should you avoid?

Analyze external attractive factors facing you like positive market trends and try to uncover greater potential.

What external obstacles in your are largely beyond your control?

Example: Unfavourable trends like downsizing, obsolescence, price wars, competitors with superior skills/products, shifts in consumer tastes and changing technology.

10

Channel Distribution Structures

Wholesalers / Distributors

Manufacturers / Producers

“Customers”

Enterprises Professionals Consumers

Systems Integrators

Value-Added Resellers

Retailers

Agents / BrokersDirect

11

Potential / Development Plot

Technology Stage-Gate: A Structured Process for Managing High-Risk New Technology Projects

12© 2010 by Intellectual Assets, Inc.

13

R&D Posture Overlay

OffensiveLong-Range R&DNext Generation & Selective Break-Through

OffensiveShort Term R&DIncremental

DefensiveMaintenance R&DNext Generation

OffensiveMaverick R&DBreak-Through

Withhold R&DCustomer Technical Support

© 2010 by Intellectual Assets, Inc.

1404/11/23 Copyright 201014

Use Map Overlay

Build Patent Fences License-Out

MaintainPortfolio

Abandon Patents

© 2010 by Intellectual Assets, Inc.

15

Value Map Overlay

Neutra

l (Bra

nd D

epen

dant

)

SupportProject

AbandonProject

© 2010 by Intellectual Assets, Inc.

16

Platform

Support Derivative

Breakthrough

= size of investment

Marketchange/External view

Technicalchange/Internal view

Project Classification Matrix

17

Best option

Support Cancel

Limit exposure

= size of investment

Risk

Return

Risk/Return Matrix

18

280 Group Four Quadrant Feature Grouping

Skip Everything

HereStudy More

Study Less Focus Here

Cos

t / R

isk

to D

evel

op

Value to Customers

Low

Hig

h

Low High

19

Life “Firsts”

Purch

ase

Request

Assiste

d P

urch

ase

4

Savin

gs A

ccount

72

Ind

ependent In

com

e

Job

Housin

g (A

partm

ent)

Sub

scriptio

n (P

ager)

Loan (C

ar, P

C)

Cre

dit C

ard

Mortg

ag

e

Pro

m

Investm

ent (4

01

K)

..

.12 15-18 20s18-22

Ind

ependent P

urch

ase

20

Market Rhythms

Jan

AprSep

Aug

Jul Jun

May

Mar

Feb

Oct

Nov

Dec

21

Xplane Empathy Map

22

Sunni Brown’s “On the Cover”