So you want to be market driven? The what's next after the management committment.

1. What Do You Do?
Jim Payne
Computer Software and
Hardware Product Manager

2. Definitions
Town Hall – Guided Open Discussion
 Markets – Clearly Defined Based on
Your Distinctive Competence in Your
Industry
 Driven – Product Definition
 Market-Driven – Focused Product
Definition Based on Market Facts

ProductCamp Minnesota November 13, 2010
2

3. Markets
Based on Your Distinctive Competence
 Start by Articulating the Problems that
Your Product Solves
 Identify Segments – Based on what
Criteria?

 How About a Common Set of Problems?

Target Segments With the Most
Potential
ProductCamp Minnesota November 13, 2010
3

4. Driven

Product Definition
 Requirements
 Use Cases
 User Personas
 Buyer Personas
ProductCamp Minnesota November 13, 2010
4

5. Market-Driven


Establish Credibility
Collect Market Facts








Customers
Channel
Management
Development / Engineering / Product Experts
Analysts
Be on the Team
Lead the Team
A Word About Discipline – This is a
Continuing Process
ProductCamp Minnesota November 13, 2010
5

6. Conclusions
Establish Credibility
 Know What You are Looking for When
You Gather Market Facts –Relevance –
 “…product value is always determined
by the customer, not by the company or
its technology.” Gabriel Steinhardt
 “The Key to Actually Be Market-Driven –
To Replace Personal Opinions with
Market Facts.” Steve Johnson

ProductCamp Minnesota November 13, 2010
6