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More from Cambridge Product Management Network (20)
Building a product strategy
- 4. 4©
How do we build a product strategy?
1. Trend driven
2. Strategy driven
3. Problem statement driven
- 5. 5©
How we plan to deliver
Product Vision - NAME
We want to offer the leading business solution for xxxxxxxxx. We want to enable these
companies to successfully transform into valuable service providers that can stand out in a
connected and consumer driven supply chain
2020 2021 2022
Optimizing company
dynamics in B2B and B2C
trade
– An efficient and reliable backbone for
a successful trade business.
Digitalizing supply and
demand
- Optimizing the flow of goods and
services in commerce, distribution and
procurement.
Working smarter together in
a consumer driven supply
chain
- Participate on a scalable business
community for demand and supply
from persons, organizations and
objects.
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Managing
planned
returns &
trade-ins
One off
drop ship
delivery
Product
charges on
sustainabili
ty and
packaging.
Digital
Order
Picking
Reduce
financial
risk via
down
payments
Online
sales via
B2B
eCommerc
e/
Catalogue /
mobile
sales
Optimizing
eCommerc
e
processing
via market
places (Bol
/ Amazon
/Blokker
a.o.)
Optimizing
Multi
channel
eCommerc
e
processing
via EDI/
Web
shops/
Physical
Shops
Distribution
integration:
Fulfilment
services
and
Shipping
Supplier
integration:
products,
prices and
procureme
nt
Identify
and
connect
business
partners in
the
community
Share
product
and
services
(data) with
business
partners.
Supply
chain
platform
where
supply and
demand
meet and
collaborate.
Q-to-C and
P-to-P.
Identify
and
connect
business
partners in
the
community
Core
product
strategy
ThemesInitiatives
- 6. 6©
How do we build a product strategy?
1. Trend driven
2. Strategy driven
3. Problem statement driven
- 9. 9©
Market trend template
Plans
Product
• Key feature
• Key feature
• Key feature
Product
• Key feature
• Key feature
• Key feature
Product
• Key feature
• Key feature
• Key feature
Market
Trend
• Problem Statement
• Problem Statement
• Problem Statement
Market
Trend
• Problem Statement
• Problem Statement
• Problem Statement
Market
Trend
• Problem Statement
• Problem Statement
• Problem Statement
Market
Trend
• Problem Statement
• Problem Statement
• Problem Statement
Release 1
Release 1
Release 1
Release 2
Release 2
Release 2
Release 3
Release 3
Release 3
Concepts Ideas
2020 2023
Pivot point
Pivot point
- 13. 13©
Workshop – Setting the vision
On the worksheet (select “Tools”):
1. Define 3 market trends that could drive your market in the next 1-3 year timeframe.
2. What evidence or anecdote supports your market trends?
3. How should products and services develop to address those market trends? What time
frame? What structure?
4. Write the market trends and product improvement ideas up on the market trend template.
The purpose of this workshop is for delegates to develop and articulate a
view of the future trends that are likely to drive their market and articulate
that view back to the rest of the group.
15 minute taster:
Help
Learning
Tools
- 14. 14©
Market trend template
Plans
Product
• Key feature
• Key feature
• Key feature
Product
• Key feature
• Key feature
• Key feature
Product
• Key feature
• Key feature
• Key feature
Market
Trend
• Problem Statement
• Problem Statement
• Problem Statement
Market
Trend
• Problem Statement
• Problem Statement
• Problem Statement
Market
Trend
• Problem Statement
• Problem Statement
• Problem Statement
Market
Trend
• Problem Statement
• Problem Statement
• Problem Statement
Release 1
Release 1
Release 1
Release 2
Release 2
Release 2
Release 3
Release 3
Release 3
Concepts Ideas
2020 2023
Pivot point
Pivot point
- 15. 15©
Trend
Identify market trends that you believe
will impact
your market over the next five years
Risks and opportunities
What risks or opportunities do these trends
Present?
Ideas
What product ideas do you have to
address the
trends, risk and opportunities?
Risk and opportunity template
- 16. 16©
Market trend template
Plans
Product
• Key feature
• Key feature
• Key feature
Product
• Key feature
• Key feature
• Key feature
Product
• Key feature
• Key feature
• Key feature
Market
Trend
• Problem Statement
• Problem Statement
• Problem Statement
Market
Trend
• Problem Statement
• Problem Statement
• Problem Statement
Market
Trend
• Problem Statement
• Problem Statement
• Problem Statement
Market
Trend
• Problem Statement
• Problem Statement
• Problem Statement
Release 1
Release 1
Release 1
Release 2
Release 2
Release 2
Release 3
Release 3
Release 3
Concepts Ideas
2020 2023
Pivot point
Pivot point
- 17. 17©
How do we build a product strategy?
1. Trend driven
2. Strategy driven
3. Problem statement driven
- 18. 18©
Linking vision to strategy levers
Strategy levers Where are we today Where do we want to be
Customer experience
Churn reduction and x-sell / up-sell
SAAS infrastructure
Market and customer insight
Service revenue
- 19. 19©
Tarigo Market Map – Training upsell and x-sell
Existing Markets
Existing Products
New Markets
Existing Products
New Markets
New Products
Existing Market
Extended Solutions
Existing Market
New Solutions
India Public courses
• CPM
• Leadership
S. America Public courses
• CPM
• Leadership
7 day post training discounts on other offers
Focused messaging based on courses taken
CPM – Leadership – consult – online – inhouse
Remodel product plan in line with CA for stickiness
Subscription pricing model for corporates
Partnership with learning providers (QA, C&G, etc)
Thought leadership papers and conferences
Masterclasses to core market
• Pricing
• Lifecycle
• Launch
• Leaership
• Messaging
• etc
Consultancy as a product
e.g. Launch review
Certification
Online Training
(PMC)
X 4 in each region in 2019 2020
Investigate opportunities in adjacent
teams – PO, Mktg, Sales
- 20. 20©
Workshop – Building the market map
On the worksheet (next pages):
1. Write down the strategy levers for your business
2. Starting with existing markets and product, step through the market map
3. Be ready to present your results
The purpose of this workshop is for delegates to build out a vision that links
strategy levers to product initiatives
15 minute taster:
Help
Learning
Tools
- 21. 21©
Tarigo Market Map – Training upsell and x-sell
Existing Markets
Existing Products
New Markets
Existing Products
New Markets
New Products
Existing Market
Extended Solutions
Existing Market
New Solutions
Strategy levers
1
2
3
4
5
- 22. 22©
How do we build a product strategy?
1. Trend driven
2. Strategy driven
3. Problem statement driven
- 24. 24©
Concept assessment
What is it?
What problem does it solve?
Who does it solve the problem for?
How is the problem being solved today?
Does it fit with our business model?
Is it a growing market?
What does the opportunity look like five years from now?
Who else competes in this market and how are we different?
What are the key risks?
How large is the opportunity?
How do product managers approach new ideas?
- 27. 27©
Concept assessment
Competitor unique selling points
How else could clients meet this need?
Who else competes in this market?
What are their USPs?
• Product
• Service
• Support
• Reach
• Reputation
• Etc.
What are our USPs?
- 28. 28©
Workshop – Concept review
The purpose of this workshop is for delegates to think about early
concept assessment and attempt it for a product or service idea.
For an idea (next page):-
1. Step through the innovation template
2. Attempt to answer each question for a specific product or service.
3. Present it back to the rest of the group.
15 minute taster:
Help
Learning
Tools
- 29. 29©
Defining your vision through quotes
Define your customers
• Name 5 key customer who’ve bought
it
• Use different sectors
• Use different elements of the buying
chain
Write the press release
Per customer think about
• Top 3 reasons they bought
• Why you were better than the
competition
• What makes you special
Follow the 4 rules
• Write it post launch
• Start with the customer
• Be brave and clear with your goals
• Describe the principles of success
Articulate clear, measurable results you’ve
achieved, including financial, operating,
and market share results
Describe why the product is important to
customers (or other key stakeholders).
How did the customers’ experience
improve? Why do the customers care?
What delights customers about this new
service?
Outline the principles used that led to
success. Identify the hard things
accomplished, the important decisions, and
the design principles that resulted in
success. Discuss the issues that needed to
be addressed to achieve success
It’s the year 2023
- 30. 30©
Workshop – Future press release
The purpose of this workshop is for delegates to describe their future
product today, imagining what customers will say, how YOUR COMPANY
will benefit and how they achieved success
Imagine it’s 2023, your product has been in market for 9 months.
Its is proving very successful. Write a press release that:
1. Describes why the product is important to customers (or other key stakeholders). How did the
customers’ experience improve? Why do the customers care? What delights customers about this new
service?
2. Articulates clear, measurable results you’ve achieved, including financial, operating, and market share
results
3. Outlines the principles used that led to success. Identify the hard things accomplished, the important
decisions, and the design principles that resulted in success. Discuss the issues that needed to be
addressed to achieve success
15 minute taster:
Help
Learning
Tools
- 31. 31©
How do we build a product strategy?
1. Trend driven
2. Strategy driven
3. Problem statement driven
- 32. 32©
How we plan to deliver
Product Vision - NAME
We want to offer the leading business solution for xxxxxxxxx. We want to enable these
companies to successfully transform into valuable service providers that can stand out in a
connected and consumer driven supply chain
2020 2021 2022
Optimizing company
dynamics in B2B and B2C
trade
– An efficient and reliable backbone for
a successful trade business.
Digitalizing supply and
demand
- Optimizing the flow of goods and
services in commerce, distribution and
procurement.
Working smarter together in
a consumer driven supply
chain
- Participate on a scalable business
community for demand and supply
from persons, organizations and
objects.
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Managing
planned
returns &
trade-ins
One off
drop ship
delivery
Product
charges on
sustainabili
ty and
packaging.
Digital
Order
Picking
Reduce
financial
risk via
down
payments
Online
sales via
B2B
eCommerc
e/
Catalogue /
mobile
sales
Optimizing
eCommerc
e
processing
via market
places (Bol
/ Amazon
/Blokker
a.o.)
Optimizing
Multi
channel
eCommerc
e
processing
via EDI/
Web
shops/
Physical
Shops
Distribution
integration:
Fulfilment
services
and
Shipping
Supplier
integration:
products,
prices and
procureme
nt
Identify
and
connect
business
partners in
the
community
Share
product
and
services
(data) with
business
partners.
Supply
chain
platform
where
supply and
demand
meet and
collaborate
. Q-to-C
and P-to-P.
Identify
and
connect
business
partners in
the
community
Core
product
strategy
ThemesInitiatives