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Development<br />Know<br />What<br />You<br />Need<br />To<br />Products<br />&<br />Services<br />V 1.1<br />© Ayman S. B...
The Model<br />
Product & Service Development Process Model<br />Model Flow:<br />This model simplifies the whole process for both new pro...
1. Strategy Formulation<br />
Product & Service Development Process Model<br />Strategy Formulation:<br />Identify the following:<br />1. Who’re our cus...
Where’re they?</li></ul>2. How are we gonna differentiate our <br />Offering?<br /><ul><li>Introduce a totally new idea.
Adding new features.
Offer old thing in a new way.</li></ul>Customer  segmentation  can be done on three main basis:<br />Demographic-basis.<br...
Product & Service Development Process Model<br />Strategy Formulation:<br />3. Set Goals & Objectives:<br /><ul><li>What d...
Grow revenues.
Expand market share.
Gain competitive advantage.
What do we want our customers to perceive?
Better results (for products or services).
Speed of service (for services only).
More convenient price (for products or services).
Newness(for products or services).
Better tangible design(for products only).</li></ul>Alignment<br />
2. Ideation & Analysis<br />
Product & Service Development Process Model<br />Ideation & Analysis:<br />What-If Analysis.<br /><ul><li>Explore opportun...
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Products & Services Development - Know What You Need To.

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I'm introducing in this presentation a new practical and simplified model for both, the new products & services development. This model groups all the associated implications into four main steps covering all the development processes.

I've developed and introduced in this presentation a new service delivery model. Hope it'll be useful to you!

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  • Ayman, fantastic presentation! Appreciate if you can share on vashmishra@gmail.com
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Transcript of "Products & Services Development - Know What You Need To."

  1. 1. Development<br />Know<br />What<br />You<br />Need<br />To<br />Products<br />&<br />Services<br />V 1.1<br />© Ayman S. Basheer, 2011<br />
  2. 2. The Model<br />
  3. 3. Product & Service Development Process Model<br />Model Flow:<br />This model simplifies the whole process for both new product & service developments into four main processes. <br />1<br />2<br />3<br />4<br />
  4. 4. 1. Strategy Formulation<br />
  5. 5. Product & Service Development Process Model<br />Strategy Formulation:<br />Identify the following:<br />1. Who’re our customers? (rough segmentation)<br /><ul><li>Who’re they?
  6. 6. Where’re they?</li></ul>2. How are we gonna differentiate our <br />Offering?<br /><ul><li>Introduce a totally new idea.
  7. 7. Adding new features.
  8. 8. Offer old thing in a new way.</li></ul>Customer segmentation can be done on three main basis:<br />Demographic-basis.<br />Geographic-basis.<br />Benefit-basis.<br />
  9. 9. Product & Service Development Process Model<br />Strategy Formulation:<br />3. Set Goals & Objectives:<br /><ul><li>What do we want to enhance at the corporate level?
  10. 10. Grow revenues.
  11. 11. Expand market share.
  12. 12. Gain competitive advantage.
  13. 13. What do we want our customers to perceive?
  14. 14. Better results (for products or services).
  15. 15. Speed of service (for services only).
  16. 16. More convenient price (for products or services).
  17. 17. Newness(for products or services).
  18. 18. Better tangible design(for products only).</li></ul>Alignment<br />
  19. 19. 2. Ideation & Analysis<br />
  20. 20. Product & Service Development Process Model<br />Ideation & Analysis:<br />What-If Analysis.<br /><ul><li>Explore opportunities through the</li></ul>creativity funnel.<br /><ul><li>What if we added a new element</li></ul> to the current offering?<br /><ul><li>What if we removed some element</li></ul>from the current offering?<br /><ul><li>What if we rearranged some elements</li></ul>In the design (physical design or service<br />flow design)?<br />In product development, part of this analysis is called dimensional analysis, that deals with physical attributes of the product and explore how it could be improved.<br />
  21. 21. Product & Service Development Process Model<br />Ideation & Analysis:<br />Problem Analysis:<br /><ul><li>What’s the customer pain (product/services deficiencies)?
  22. 22. What’re the problems encounter the staff?
  23. 23. What could be the fixes?</li></ul>During service problem analysis, it’s important to engage the direct service providers (staff) with the service users (costumers) due to the nature of the service, where the service is generated by both in the same time during the interaction between the provider (Channel) and the user.<br />Product/Service Problem Analysis Flow:<br />
  24. 24. Product & Service Development Process Model<br />Ideation & Analysis:<br />Benefit Structure Analysis:<br /><ul><li>What’re the benefits/characteristics wanted by the customers?
  25. 25. What’re the deficiencies experienced by the customers?</li></ul>Deficiencies Gap<br />Received<br />Benefits / Characteristics <br />Wanted<br />Benefits / Characteristics<br />Benefit Structure Analysis shows the gap between what the customers wanted from the offering and what they really received from. These differences called deficiencies. Deficiencies help to explore the opportunities to improve.<br />
  26. 26. Product & Service Development Process Model<br />Ideation & Analysis:<br />Scenario Analysis:<br /><ul><li>What’re the opportunities could be associate with the futuristic environments ?
  27. 27. What’s the expected customers need associated?</li></ul>Scenario Analysis Environmental Factors:<br />
  28. 28. Product & Service Development Process Model<br />Ideation & Analysis:<br />Business & Financial Analysis:<br /><ul><li>Conduct Market Analysis (industry trends, market trends, market size, competition, demand projection, growth rate).
  29. 29. Identify suitable pricing model.
  30. 30. Identifying revenue streams & incurring costs structure.
  31. 31. Perform Break-even analysis.</li></li></ul><li>3. Development & Testing<br />
  32. 32. Product & Service Development Process Model<br />Development & Testing:<br /><ul><li>Construction of product & testing:
  33. 33. Technical aspect (Tech, HR).
  34. 34. Manufacturing.
  35. 35. Packaging.
  36. 36. Prototype testing.
  37. 37. Market testing (sub-market testing).</li></li></ul><li>Product & Service Development Process Model<br />Development & Testing:<br /><ul><li>Construction of service & testing:
  38. 38. Technical aspect (Tech, HR).
  39. 39. Packaging (known benefits, price, delivery method, and delivery period).
  40. 40. Testing (corporate internal testing).
  41. 41. Service is different from the product that it’s intangible forcing challenges to its developers. The service is produced and consumed in the same time of delivery.
  42. 42. User interaction is crucial through each of the new service development processes. User feedback is important here.</li></li></ul><li>Product & Service Development Process Model<br />Development & Testing:<br />Service Delivery Model:<br />Ready Service<br />(Ready to be used)<br />Disconnected Service (Not delivered)<br />Utilized Service<br />With the existence of the three elements in the same time:<br />Service (procedural part).<br />Channel (employees / e-channels).<br />User (the consumer).<br />The service could be delivered and articulate value.<br />Dead Service<br />(No channels to be provided through)<br />
  43. 43. 4. Commercialization<br />
  44. 44. Product & Service Development Process Model<br />Commercialization:<br /><ul><li>Commercialization of product:
  45. 45. Full production phase (production at large quantities).
  46. 46. Branding (image building).
  47. 47. Full marketing phase (offer to the full targeted segments).</li></li></ul><li>Product & Service Development Process Model<br />Commercialization:<br /><ul><li>Commercialization of service:
  48. 48. Marketing (full exposure to the targeted market).
  49. 49. Branding (image building).
  50. 50. Deliver (articulate value through distribution & sales channels) .</li></li></ul><li>References:<br /><ul><li>Dr. ArunaShekar. 2007, “An Innovative Model of Service Development: A process guide for service managers”, The Innovation Journal, Vol. 12 (1), 4.
  51. 51. David Birnbaum. 2004, “How to Invent a Service Product”, Pacific Horizon Group.
  52. 52. Alexander Osterwalder, Yves Pigneur. 2009, “Business Model Generation”.
  53. 53. James H. Mayer. 1976, “Benefit Structure Analysis: A New Tool for Product Planning”, Journal of Marketing.
  54. 54. John Mi. Pierobon, How To Develop A Successful Product And How To Make Them Buy It.</li></ul>Thank<br />You!<br />By: Ayman S. Basheer<br />E-mail : aymanbasheerfx@gmail.com<br />Cell : +962-78-5839 887<br />P.O.Box : 7570 Amman 11118 Jordan<br />

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