Transform your company from Technology Centric to Market Centric with methodology and defining a plan to access the market the best way.

1. 1
Product
Management
Determining user needs
Business
Development
Conveying value to buyer

2. Contents
2
What?
Whom?
How?
When?

3. What?

4. Product Management
Determining user needs
Market Analysis
Developing Business Cases
Profit & Loss Analysis
Customer Research
MRDs & PRDs
Product Roadmaps
Working with Engineering Teams
4
Business Development
Conveying value to buyer
Competitive Analysis
Functional Specs
Product Requirements
Prioritizing Feature Sets
Feature, Schedule & Cost Tradeoffs
Running Beta Programs
Strategic Plan
Product Launches
Sales Tools & Incentives
Positioning
Pricing
White Papers
Go To Market Planning & Execution
Product Demos
Competitive Comparisons
Customer Testimonials
Success Stories
Features & Benefits
Press Tours & Materials
Objective Setting
Training Materials

5. We know the technology well…
5
…and we work with tested methodologies

6. 6
We care about the customer…
From a technology-centric vision…
…to a customer-centric vision
Technology Product Market Marketing
Market
Product
Management
Technology Product
Trends
Product
Marketing

7. 7
…to transform the product
TECKY
IDEA
LEAD OR
OPPORTUNITY
DEVELOPMENT
PLANNING
NEW
PRODUCT
PRODUCT
EVOLUTION

8. 8
We know how to do it
¿Qué?

9. Whom?

10. 10
Technology
Companies belonging to the technology sector or with a high
technology component in their portfolio
Companies with difficulties to
position one or several products in
the market
Companies that need a total or
partial renewal of their product
portfolio
Companies that need to revise their
strategic agreements
Companies that need to give a new
commercial impulse to their
products
Companies that need to find new
lines of business to diversify or grow
Companies that need to find new
marketing channels for their
products

11. How?

12. Market Research
Competition
Analysis
Technology
Alternatives
Potential Buyers &
Customer Research
Reviewing
Functional Specs
Product
Requirements
Prioritizing Feature
Sets
Working with
Engineering Teams
MRDs & PRDs
Feature, Schedule
& Cost Tradeoffs
Business Case and
P&L Analysis
Product Roadmap
Beta Program
Specs
Product Positioning
Pricing
Features & Benefits
Competitive
Comparisons
GTM Planning: target,
sales incentives,
training, channels, etc.
GTM Execution
Training Materials,
Sales Tools & Product
Demo
Press Tours &
Communication
Success Stories &
Client Testimonials
Project Stages
12
Product Management Business Development
Market needs
Target
Functional Specs
Roadmap
Product / Service
Business Plan
Go To Market

13. Market needs
To analyze the market and the real
opportunity, we use data science
strategies and intensive data analysis in
real time
We use your own data, such as your
billing, sales and commercial activity,
depending on the requirements of the
company
We analyze the market and the needs in the
target sector
We study the competition assessing the difficulty
of introduction in the market
We quantify the real opportunity in the short,
medium and long term by identifying the ideal
moment for a launch
We analyze the risks of the sector and the specific
business that is being developed13

14. 14
1
We perform an analysis of the state of the art of the technology that supports
the product and other technological alternatives that can be competition from
a customer perspective
2
We perform an analysis of the competition using a
matrix that will analyze the competitors in each of
the functionalities of our product
We perform an analysis of the market understanding the needs that
exist in equivalent products as well as the problems that are
currently
We perform a quantification of the market and
its real possibilities of expansion or contraction
The first stage, which will last between 3 and 6 months,
will allow us to perfectly know the market, quantify it and
define the market strategy that we will implement by
establishing ambition
We design the market strategy that should be
put in place in line with the company's general
strategy
3
4
5
DELIVERABLES
Competitors
Matrix
Market
Quantification
Market Strategy
& Ambition

15. Come up with an idea
15
We analyze if the exposed ideas agree with the
market needs
We work as a team looking for other ideas and
additions that enhance the initial idea using the
company's own talent
We review the functional specifications, we finalize
the product requirements and prioritize based on the
business
The market is the boss and the
ideas must be oriented to a specific
need that has a credible business
plan associated with it
We changed the approach from a
technological orientation towards a
customer orientation and its
concrete need at that time

16. 16
1
We carry out a review of the functional specifications of the product together
with the technical teams in the company and aligning these with the needs of
the market
2
We prioritize the feature sets of the
product based on the market needs
and the achievable business
We define the target audience and create
use cases that help identify potential
customers
In the second stage, which begins two or three months
after the project has started, we work to convert an idea
into a product with prioritized functional specifications in
a roadmap
3
4
DELIVERABLES
Functional
Specs
Target
& Use Cases
Roadmap
We define a first roadmap version
aligned with this prioritization and with
the market strategy

17. Product / Service
17
Once we have identified the need, we
transform the idea into a specific
product or service with targeted
business objectives
We work with the areas of production,
operation, research and design so that
the result is a product aligned with the
company
We review and finalize the MRDs (marketing
requiring documents) and PRDs (product requiring
documents)
We create the business case and we analyze the
losses and gains derived from its commercialization
We structure a roadmap and, if it is feasible, we
start with a beta program of the product that helps
us adjust the marketing parameters

18. 18
1
We establish the demand that can be generated
based on our market strategy and the position of
the competitors
2
We develop a business case that helps us determine
the feasibility of the project, its possible investment
phases and the break-even
We review the production and marketing costs
associated with the product, evaluating the risks
that may be encountered
The third and final stage of the Product Management phase
has as its fundamental objective the development of a
business case that will be decisive when developing the
business in the second phase
3
4
DELIVERABLES
MRDs & PRDs
Business Case
Beta Program
Specs
We organize, together with the client, all the
necessary product documentation to start a
second marketing phase
5
We close the final roadmap and determine the
need for a beta program, in which case its
specifications will be created
Costs
Demand
Risks
Business

19. Market launch
19
We design the launch or relaunch plan of
the service adapting to the market
circumstance and the possibilities of the
product or service designed
We plan the Go To Market: positioning,
alliances, distribution / channel, commercial
incentives, online campaigns, business
objectives, communication…
We position the product and the brand
We adjust the pricing strategies according to the
market and the competition to obtain the maximum
return of business
We create the value proposition with a deep focus on
the potential buyer
We plan the GTM: we establish the objectives, we select
the channel, we set the incentives, and we define the
communication plan

20. 20
1
We position the product in the market segments to which it is
addressed as well as in the activity sectors that we identify closest to
the need
2
Using data science methodologies we select the
most appropriate channel or channels for
addressing successfully the market
We carry out a pricing strategy according to the most appropriate model
(statistical or deterministic) developing proof of concept and adjusting the
business case
The Business Development phase starts once the
product is in launch stage and a marketing plan is
designed according to the business objectives
established in the first phase
3
4
DELIVERABLES
Product
Positioning
Marketing Plan
& GTM
Business
KPIs
We plan the Go To Market: channel training,
sales arguments, value proposition, promotions,
communication campaigns, etc.
5
We set the sales targets for the first year and set
the tracking business KPIs that we will use in the
execution phase

21. Execution
21
We execute the transformation plan
immersed in the company's team, training it
to be autonomous in the process
We incorporate control and monitoring
methodology into the company: we design
control and monitoring charts based on the
maximum volume of data and its analysis in
real time
We execute the GTM plan: we select sales and
communication tools, we create a communication plan
and an account plan adapted to the channel
We determine the content of communication materials
(success stories, testimonials, product value, etc.) and
plan the channel training
We identify the business KPIs and the monitoring
control panel to follow-up the execution

22. 22
1
We design a training plan adapted to the needs of the channel, working with the
internal teams to the company for its documentation, planning, execution and
monitoring.
2
We design an incentive plan for the channel or sales channels, establishing the
objectives by channel and by segment / sector, helping in the design of sales
tactics and / or chart of accounts
Based on the commercial objective/target that was set in the previous stages, we
worked with commercial teams to review and adapt their sales tools: offer, arguments,
product demos, use cases, etc.
In the last stage of the Business Development phase, the
objective is to execute the marketing plan defined in the previous
stage, following the activity through the KPIs and adjusting what
is necessary to adjust to the business plan
3
4
DELIVERABLES
Training
Plan
Value Proposition
& Sales Docs
Incentive
Plan
We execute the communication plan defined in the previous stage and we
propose possible promotional actions based on the results that we observe in
the development of the execution
5
We carry out a weekly follow-up meetings of the commercial action
during the 6 months following the launch, making the necessary
adjustments to achieve the established business objective

23. When?

24. Phase 1 Product Management
24
1 2 3 4 5 6 7 8 9
Market Needs
Come up with an idea
Product / Service
Mes
Market Research
Competition Analysis
Technology Alternatives
Potential Buyers & Customer Research
Reviewing Functional Specs
Product Requirements
Prioritizing Feature Sets
Working with Engineering Teams
MRDs & PRDs
Feature, Schedule & Cost Tradeoffs
Business Case and P&L Analysis
Product Roadmap
Beta Program Specs
*Standard project

25. Phase 2 Business Development
25
1 2 3 4 5 6 7 8 9 11 13 27Mes
Market Launch
Execution
Product Positioning
Pricing
Features & Benefits
Competitive Comparisons
GTM Planning: target, sales incentives, training,
channels, etc.
GTM Execution
Training Materials, Sales Tools & Product Demo
Press Tours & Communication
Success Stories & Customer Testimonials
Follow-up & adjustments
Business objectives achievement
10 12 26
Commission
model
Fix price
model
*Standard project

26. Krashlando© confidential and proprietary
information. Unauthorized disclosure is prohibited.