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Day 2: Product Vision

Product vision - The product vision board

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Page 1: Product vision - The product vision board

Day 2: Product Vision

Page 2: Product vision - The product vision board

The product vision board

Page 3: Product vision - The product vision board

Product vision board

Page 4: Product vision - The product vision board

Target group

= who are you creating the product for

= who will use it & who will pay for it

The right size

Discoverable

Specific enough / not to specific

Several smaller groups / one large group

Page 5: Product vision - The product vision board

Target group

What is their gender?

Page 6: Product vision - The product vision board

Target group

Where do they live?

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Target group

Are they rich,

poor or in

between?

Page 8: Product vision - The product vision board

Target group

Are they

trendsetters

or old-

fashioned?

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Target group What is

their age?

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Target group What is their

intellectual

level?

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Needs

= which needs & wants of the target group is your product fulfilling

Mapped to target groups

Dig to the most basic need (5 why’s)

Difficult to find the exact need

Emotion

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Needs

Need versus want

Antibiotic - People die without it

Aspirin - Makes people feel better

Vitamin - Prevents people to get sick

Homeopathy - Makes people believe they will get better

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Product

= what are your USP’s

Mapped to needs & target groups

Top 3-5 features / method

Differentiators

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Product

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Value

= what is the value of your product to the target groups (based in their needs)

Money

Emotion / feelings

Business value

Better, faster, cheaper, …

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Value

It saves time,

better

performance

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Value

More child

friendly than

others

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Value

Better security,

more

thrustworthy

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Value

More comfort,

higher usability

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Value Cheaper, more

profits

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Competitors and alternatives

= who will they compare you with

Similar products / services

How it’s done now

Alternatives that can be used

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Competitors and alternatives

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Vision statement

= short sentence to give a first impression

Granny proof!

What – why – who – how

1-2 sentence introduction

Remember it

What the world will look like if you’ve changed

it

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Vision statement

Dyson hot + cool

Fastest whole room heating in

winter. High velocity air to

cool in summer.

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Vision statement

iPhone 5

Loving it is easy. That’s why

so many people do.

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Vision statement

Microsoft Windows 8

More beautiful, more flexible,

more you. And very, very

fast.

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Questions?