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Marketing & Sales Roundtable Total Product Planning: Delivering What Customer Requires March 2003
©2003 Burke, Remacle 2 Customers Demand a Total Product Key Marketing Programs Referenceable beta customers Website/demos Customer Segment- Based Pricing Model (Total Product) Partnership Strategy and Programs Total Product Definition and Roadmap Evaluation and Integration/Support Company Core Competence Market Vision Team, Investors, Advisors Market and Brand Awareness Business Model Standards, Third- Party Testing and Certification IP, Patents Core Product: Features/ Functionality * Requires customer segment-specific and, more complete versions
©2003 Burke, Remacle 3 Total Product Expectations and the Technology Adoption Life Cycle Market Growth Time Innovators = Technology Enthusiasts Early Majority = Pragmatists Laggards = Resisters Late Majority = Followers Early Adopters = Visionaries Revised Technology Adoption Life Cycle The Chasm Total Product Expectations
©2003 Burke, Remacle 4 Why Total Product Planning? Knock down barriers to product adoption, particularly in mainstream markets Establish basis for market leadership and competitive differentiation Manage revenues and profitability over the product lifecycle Other?
©2003 Burke, Remacle 5 Total Product Planning – Barriers and Issues No segmentation strategy Focus on core technology and features versus customer total product requirements Lack of resources and focus to complete the total product; services, partners, etc. Failure to proactively plan for evolution of total product to meet mature market expectations Impact of current market conditions on total product requirements Different total product requirements for different types of products and customer segments
©2003 Burke, Remacle 6 Product Management Product Planning Pricing Forecasting Product Lifecycle Sales Engineering Product Strategy Product Planning Product Development Program Management Technology Research Product Planning Pricing Forecasting Product Lifecycle P&L Reporting Finance Customer Research Product Lifecycle Customer Service Forecasting Product Lifecycle Operations Product Strategy Product Planning Launch and PR Pricing/ Promotions Market research Marketing Total Product Planning Inputs/Interfaces
©2003 Burke, Remacle 7 Sample Product Lifecycle Review Process Month 1Month 2Month 3 PRODUCT LINE 3 Review PRODUCT LINE 3 Review PRODUCT LINE 2 Review PRODUCT LINE 2 Review PRODUCT LINE 1 Review and Refine Global Product Line Plan NPP Business Assumptions & Targets Sales Analysis/Forecasting Long-term trends Annual forecast Rolling and YTD sales Channel performance Pricing Pricing principles Revenue $ goals GM % and $ goals End of Life Assess against kill guidelines Transition plan status PRODUCT LINE 1 Review and Refine Global Product Line Plan NPP Business Assumptions & Targets Sales Analysis/Forecasting Long-term trends Annual forecast Rolling and YTD sales Channel performance Pricing Pricing principles Revenue $ goals GM % and $ goals End of Life Assess against kill guidelines Transition plan status Market & Competitive Analysis Product features Product introductions Pricing Channel penetration Market & Competitive Analysis Product features Product introductions Pricing Channel penetration Partner/Customer Data Sell-in Sell-through Inventory Customer profitability Service & support Customer satisfaction Partner/Customer Data Sell-in Sell-through Inventory Customer profitability Service & support Customer satisfaction Market leadership requires active management of product lifecycles
©2003 Burke, Remacle 8 Total Product Requirements Gap Analysis by Customer Segment Total Product ElementAction steps Team, Investors, Advisors Market Vision Company Core Competence Business Model Total Product Definition and Roadmap (Total Product) Partnership Strategy and Programs Customer Segment-Based Pricing Model IP, Patents Evaluations and Integration/Support Key Marketing Programs Standards, Third-Party Testing and Certification Market and Brand Awareness Significant gapLow importance High importance Customer Segment 1 Customer Segment 2 Customer Segment 3
©2003 Burke, Remacle 9 Summary Startups cannot afford over kill with total product planning but The process forces a customer-centric view into the companys planning process and Delivering a total product is critical to long term market success
©2003 Burke, Remacle 10 Appendix
©2003 Burke, Remacle 11 Product Planning Process - Glossary PLANNING TOOLROLE Product Roadmap 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. Product Line Plan of Record Compilation of portfolio of product line plans that reflects a short to medium-term view. Addresses product strategy for individual product lines. New Product Planning Process Phased approach for managing the development of a new product that reflects stated corporate and product line strategies. MRD ( Market Requirements Document) Business view of market requirements and environment, summarizing segmentation strategy, competitive landscape, total product composition and business model/potential ROI. Source of initial product line plan business assumptions. PRD (Product Requirements Document) Definition of features, functions, technical specifications for an individual product or family of products. Basis for development of engineering specifications. Engineering Spec Detailed engineering specifications based on PRD inputs. Core of development plan. Development Plan of Record Detailed summary of product development activities, schedule and key milestones, including Beta. Launch Plan Plan for product rollout detailing activities, schedule, roles and responsibilities and costs.
©2003 Burke, Remacle 12 Presenters Patty Burke, Consultant Market Focus firstname.lastname@example.org 408-398-4921 Rosemary Remacle, Consultant Market Focus 408-244-0412 email@example.com
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