Making a commercial success of new products and services dec 11

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An overview of the theory and practice of go to market planning for breaktrough products and services. Based on "Crossing the Chasm" by Geoffrey Moore with added elements around Value Proposition.

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Making a commercial success of new products and services dec 11

  1. 1. Paul FilemanDisrupting Markets i i kMaking a Commercial Success ofMaking a Commercial Success of New Products and Services paul.fileman@results‐zone.com www.results‐zone.com 
  2. 2. Go‐To Market Planning Making a Commercial Success of New Products and  Services Introduction Hits and Misses ChasmDisruption (& health warnings)Disruption (& health warnings)Defining a Strategy for Success g gy Conclusions Further Reading
  3. 3. Hits and Misses Hits and MissesOver complexSolution to a problem alreadysolved more cheaplyToo lateNo niche Beachhead Solve a problem Do something so much better that deficiencies vs. “traditional” technologies traditional ignored Right time
  4. 4. Technology Adoption Life  CycleTechnologyEnthusiasts Visionaries Vi i i Pragmatists P i conservatives i Sceptics S i Early Early LateInnovators Laggards Adopters Majority Majority
  5. 5. Revised Technology  Adoption Life Cycle Chasm h m Visionaries Vi i i Pragmatists P i Early Early LateInnovators Laggards Adopters Majority Majority
  6. 6. Disruption – Health  WarningIncumbent Experts• Right• Wrong• Trust• Understanding• Bias ‐ ££££££
  7. 7. Nexxt Targ get Product Custo omerMarket Development  Positio oning Whole Product Whole Product Commercial Success Compe etition £££££ Prici ingStrategy Distrib bution Partn ners and A Allies Compe elling Reason to Buy R Targ get Custo omer
  8. 8. Target Customer ‐Beachhead Not target  • Impersonal g p market • Abstract • Real people Real people Target  • Basis for images Customer • Target Customer  Characterisation
  9. 9. Compelling Reason to Buy Compelling Reason to Buy gree tDeg elf‐healed to which se Scale of Problem (Pain)
  10. 10. Whole product Whole product • Innovation – MP3 encoding MP3 encoding • Generic productTraining Additional – MP3 player l & hardwareSupport Generic • Whole product Product – iPod System Cables integration g – iTunes software – iTunes web site Installation & – iTunes library Commissioning
  11. 11. Partners and Allies Partners and Allies• Relationships• Companies – Needed to fulfil the whole product• Manufacturing• Logistics• Installation• Commissioning C i i i• After Sales• Champion / Evangelist
  12. 12. Breakthrough account (s) Distribution B2B Few deals Volume• Sales channel – Target customer savvy• Fulfil – whole product – Withi Within expectations of target customer t ti ft t t• Speaks “Target Customer” fluently Security Installers • SME • Credit • Skills • Sales order cycle time
  13. 13. Pricing• Target customer budget• Value gain – Fixing broken process Fixing broken process – Improving ineffective process – Enabling new process Enabling new process• Budgeting process – Payback > 12 months? • Capital budget?• Cost of pain
  14. 14. Competition• Old technology• Nil consumption• Alt Alternative solutions ti l ti – Service vs Product – Capital vs Revenue
  15. 15. Positioning• Credibility – Target niche?• Brand – Reputation – Prior experience
  16. 16. Next target customer Next target customer• Success? – Dominate niche – Momentum• Facilitate entry into adjacent niches
  17. 17. Conclusions• Memorable failures • Disruption• Beachhead• Value Proposition• Courage• Fantastic successes
  18. 18. Further Reading Further Reading• Geoffrey A. Moore, Crossing the Chasm ‐ Marketing and Selling  Technology Products to Mainstream Customers, Capstone, ISBN 1‐84112‐ 063‐4• Clayton M. Christensen / Michael E. Raynor, The Innovators Solution,  Harvard Business School Press, ISBN 1 57851 852 0 Harvard Business School Press ISBN 1‐57851‐852‐0• John W. Mullins, The New Business Road Test,  Financial Times / Prentice Hall• ISBN‐10: 0273708058 ISBN‐13: 978‐0273708056• Jonas Ridderstrale / Kjell Nordstrom, Funky Business, Prentice Hall, ISBN  0 273 65907 3 0‐273‐65907‐3• ?What If!, Sticky Wisdom, Capstone Publishing Ltd, ISBN 1‐84112‐021‐9• Malcolm McDonald / Martin Christopher / Simon Knox / Adrian Payne,  Creating a Company for Customers, Prentice Hall, ISBN 0‐273‐64249‐9

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