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Product and Technology
IT Entrepreneurship
John J. H. Oh
KAIST
Product Family.
Easily understandable.
Easily Sold.
Short Development Time.
Markets and
Customers
Management
Teams
Products or
Services
Business
Plan
Financing
Proprietary Technology.
Third of Five Elements of Start-Up Success
Different Views to Analyze Products
• Business Model
• Customer Pains toValue Proposition
• Differentiation
• Profitability
• Compelling Reason to Buy
Key Requirement
• Value Proposition
• Proprietary Technology & Differentiation
• Product Family
• Easily understandable
• Easily Sold
• Short Development Time
Mapping Customer Pains
to Value Proposition
Value Proposition vs Customer
Entire Talk http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2875
Value Proposition
• Offer
• product
• service
• features
• Pain killer
• Gain Creator
Customer
• Jobs
• Pain
• Gain
Your Customer’s Pain?
Key Issues
• Choosing right product
• Marketing and competitive analysis considerations
• Exceptional product attributes
• Producing your product
Choosing the Right Product
• High growth, high-profit-margin opportunity
- buying franchises vs selling franchises
• Convert great device to great product
-augment it with service to be easily sold and used
• Many good idea comes from previous employment
• Better idea comes from customers
Right Product
• Do you sell drill bits or the holes? - one sells benefits, not technology
• Do not confuse one product with business
• Make your product easily and clearly understandable
4P for Startups
• Product
With whom(competing product) are you going to hang around?
• Place
Which sales channel you can access?
• Price
What is proper price to your channels?
• Promotion
Know your ROI
3Value Disciplines
Michael Treacy and Fred Wiersma: The Discipline of Market Leaders (1997)
• operational excellence
• customer intimacy
• product leadership
YourValue Discipline
Perceived cost
versus competition
Low High
High
Low
Perceiveddifferentiation
versuscompetition
Market
success
likely
Market
failure
likely
Success
highly
uncertain
Cost versus Perceived Differentiation Model
Differentiation Strategies
• Unique features
• Measurable customer benefits
• Ease of use
• Improved productivity
• Protecting customers investment
• Lower cost of product failure
• Higher performance
Differentiation Strategies (cont.)
• Unique fundamental capability
• Design
• Standard
• Total solution
• Total cost of ownership
• Brand name
• Convenience
Exceptional Product Attribute
• Developable and producible in a timely manner
• High gross margin
• Substantial collateral revenue - service, maintenance, accessary, updates,
supplies
• Clear distribution channels
Profitability
• Bottom-up sales prediction
• major cost driver
• fixed costs
• Gross margin
• SG&A
• Price erosion by competition
• Profit margin
Your Differentiation
Compelling Reason To Buy
Case Reading
• Hypothesis-Driven Entrepreneurship:The Lean Startup,Thomas Eisenmann,
Eric Ries, and Sarah Dillard (2013)

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Product 2019

  • 1. Product and Technology IT Entrepreneurship John J. H. Oh KAIST
  • 2. Product Family. Easily understandable. Easily Sold. Short Development Time. Markets and Customers Management Teams Products or Services Business Plan Financing Proprietary Technology. Third of Five Elements of Start-Up Success
  • 3. Different Views to Analyze Products • Business Model • Customer Pains toValue Proposition • Differentiation • Profitability • Compelling Reason to Buy
  • 4. Key Requirement • Value Proposition • Proprietary Technology & Differentiation • Product Family • Easily understandable • Easily Sold • Short Development Time
  • 5.
  • 6. Mapping Customer Pains to Value Proposition
  • 7.
  • 8. Value Proposition vs Customer Entire Talk http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2875 Value Proposition • Offer • product • service • features • Pain killer • Gain Creator Customer • Jobs • Pain • Gain
  • 10. Key Issues • Choosing right product • Marketing and competitive analysis considerations • Exceptional product attributes • Producing your product
  • 11. Choosing the Right Product • High growth, high-profit-margin opportunity - buying franchises vs selling franchises • Convert great device to great product -augment it with service to be easily sold and used • Many good idea comes from previous employment • Better idea comes from customers
  • 12. Right Product • Do you sell drill bits or the holes? - one sells benefits, not technology • Do not confuse one product with business • Make your product easily and clearly understandable
  • 13. 4P for Startups • Product With whom(competing product) are you going to hang around? • Place Which sales channel you can access? • Price What is proper price to your channels? • Promotion Know your ROI
  • 14. 3Value Disciplines Michael Treacy and Fred Wiersma: The Discipline of Market Leaders (1997) • operational excellence • customer intimacy • product leadership
  • 16. Perceived cost versus competition Low High High Low Perceiveddifferentiation versuscompetition Market success likely Market failure likely Success highly uncertain Cost versus Perceived Differentiation Model
  • 17. Differentiation Strategies • Unique features • Measurable customer benefits • Ease of use • Improved productivity • Protecting customers investment • Lower cost of product failure • Higher performance
  • 18. Differentiation Strategies (cont.) • Unique fundamental capability • Design • Standard • Total solution • Total cost of ownership • Brand name • Convenience
  • 19. Exceptional Product Attribute • Developable and producible in a timely manner • High gross margin • Substantial collateral revenue - service, maintenance, accessary, updates, supplies • Clear distribution channels
  • 20. Profitability • Bottom-up sales prediction • major cost driver • fixed costs • Gross margin • SG&A • Price erosion by competition • Profit margin
  • 23. Case Reading • Hypothesis-Driven Entrepreneurship:The Lean Startup,Thomas Eisenmann, Eric Ries, and Sarah Dillard (2013)