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Product Line And Product Development Exercises

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Day 2 exercises from Digital Retailer Association for product development. Product line, product mix, product line depth, product mix depth, and more exercises are included, along with product line grid, new product development canvas, etc. This information will help you develop your product line from scratch or from an existing product base

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Product Line And Product Development Exercises

  1. 1. #DRA @RolandFrasier Digtal RetailersAssociation Digital Retailers Assoc. Exercises + Slides Day 2
  2. 2. Product Mix + Product Line Terms Product Mix Width: # of different product lines carried by the company Product Mix Length: # of items in the product line Product Mix Depth: # of versions of each product offered in the line Product Mix Consistency: How closely related are the different product lines Product Line: Closely related group of products #DRA @RolandFrasier
  3. 3. The Product Line Grid
  4. 4. The Product Line Grid
  5. 5. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. The Product Funnel Grid #DRA @RolandFrasier
  6. 6. The Product Funnel Grid Product | Test 1 | Test 2 | Winner Lead Gen Device $2 Cost/$10 Value Contest Product $500 Membership Site, Assoc., Buyer’s Club Core Products + Profit Maximizers Contest #1 Cost $____ CR __ Contest #2 Cost $____ CR __ Launch Contest Cost $____ CR __ Tripwire #1 Cost $____ CR __ Tripwire #2 Cost $____ CR __ Launch Tripwire Cost $____ CR __ Continuity #1 Cost $____ CR __ Continuity #2 Cost $____ CR __ Launch Continuity Cost $____ CR __ Product Set #1 Cost $____ CR __ Product Set #2 Cost $____ CR __ Launch Product Set Cost $____ CR __
  7. 7. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. The Product Line Grid #DRA @RolandFrasier
  8. 8. The Product Line Grid #DRA @RolandFrasier
  9. 9. omersThe Product Line Grid Products Existing Extended New Markets/Customers ExistingExtendedNew #DRA @RolandFrasier What are your current product(s) that you sell in your existing markets? Can you add or delete features or benefits to change or modify existing products to sell to your current market? What new products can you create to sell to your existing customers? In what additional channels can you sell your existing products that you aren’t selling them now? What customers or markets in additional channels would buy products with different features/benefits? In what additional channels could you sell new products? In what completely new markets can you sell your existing products to new customers? What completely new markets would be a fit for products with new features and benefits? What new products can you sell in completely new markets to new customers?
  10. 10. The Product Line Grid Products Existing Extended New Markets/Customers ExistingExtendedNew #DRA @RolandFrasier
  11. 11. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. The New Product Canvas #DRA @RolandFrasier
  12. 12. The New Product Canvas Problem Solution Unique Value Proposition Unfair Advantage Customer SegmentsTop 3 problems Top 3 Benefits Single, clearcompelling message states why you’re different, worth paying attention to. Can’t be easily copied or bought Target customers Key Metrics Key activitiesyou measure Channels Path to customers Cost Structure Customer acquisitioncosts Distributioncosts Hosting, People, etc. Revenue Streams Revenue Model LTV, Revenue, Gross Margin Problem Solution #DRA @RolandFrasier
  13. 13. The New Product Canvas Problem Solution Unique Value Proposition Unfair Advantage Customer SegmentsTop 3 problems Top 3 Benefits Single, clearcompelling message states why you’re different, worth paying attention to. Can’t be easily copied or bought Target customers Key Metrics Key activitiesyou measure Channels Path to customers Cost Structure Customer acquisitioncosts Distributioncosts Hosting, People, etc. Revenue Streams Revenue Model LTV, Revenue, Gross Margin Problem Solution #DRA @RolandFrasier
  14. 14. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Product Innovation Mapping #DRA @RolandFrasier
  15. 15. Disruption = Apply,Mix + Match Different Business Models To Your Industry • Landlord (Physical/IP) • Affiliate • PayAs You Go • Publisher • Franchise • Manufacturer/Sales Rep • Wholesaler #DRA @RolandFrasier • Broker • Reseller/VAR • Retailer • Network Marketing • All you can eat • Direct Seller • Subscription
  16. 16. Experiment With Different Pricing Models • Free (Ad Supported) • Freemium • Value Based • Tiered/Volume • Feature + Add-Ons • Low Price • MSRP/MAP #DRA @RolandFrasier • Free + Paid Support • “Cost +” or“x Cost” • Portfolio/Suite • Commodity • Razor + Blade • Premium/Luxury • Discount
  17. 17. Uber Product Innovation Mapping Business Model Primary Secondary Tertiary PricingModels PrimarySecondaryTertiary #DRA @RolandFrasier Broker: Connect Drivers With Passengers Volume: Charge 15%- 30% Brokerage Fee Landlord/Tenant: Drivers Rent Car Space Tiered based on type of car requested Affiliate Referral Fees For New Customers Referral Fee For New Drivers Volume (Distance/Miles) Time of Day Premium
  18. 18. SurvivalLife Product Innovation Mapping Business Model Primary Secondary Tertiary PricingModels PrimarySecondaryTertiary #DRA @RolandFrasier Direct Seller: Gadgets People Want Subscription: FPA Membership Publisher Low Price: Tripwire Value Based Free + Ad Supported Cost + or X Cost: Upsells to additional products Tiered: Membership Levels Feature + Add-ons
  19. 19. New Product Innovation Mapping Business Model Primary Secondary Tertiary PricingModels PrimarySecondaryTertiary #DRA @RolandFrasier
  20. 20. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Product Improvement #DRA @RolandFrasier
  21. 21. #DRA @RolandFrasier Product Iteration Should Never Stop PSF/PMF + PFM (People + Fun + Money) Kaizen “ABI”ALWAYS Be Iterating If you don’t someone else will be… It’s why AirBnB isn’t Hilton or Marriott It’s why Newspapers didn’t start Craigslist It’s why Blockbuster never saw Netflix coming Image Source: Ash Maurya
  22. 22. Build > Measure > Learn • Shorten the BML loop with Fast Feedback • Build MVP First OR Start With Your Existing Product/Service, then Test it. • Measure Results • Learn What To Test Next From Data Analysis • Each Product Iteration should better solve the customer’s problem. Source: Eric Reis #DRA @RolandFrasier
  23. 23. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Pivots: When Good Products Go Bad #DRA @RolandFrasier
  24. 24. Product Line Pivots Zoom-In: Many products become 1 product Zoom-Out: 1 product becomes many products Technology: New tech can improve price or performance. Platform: Switch between house product, affiliate or marketplace Channel: Change distribution channels but not product #DRA @RolandFrasier Value Capture: New rev model Growth Engine: Move between viral, paid or sticky growth engine Customer Need: Tweak product to solve more important need Customer Segment: Same product to different customer Architecture: High margin, low volume to or from Low Margin, High Margin
  25. 25. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Thank you!

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