Kerim TumayManaging Director September 2011                    © 2011 Technology Multipliers, LLC
Outline    Product Strategy       • Why is Product Strategy a challenge?                           • Strategy as a process...
Product Strategy           Product Strategy             Success Factors           Concept                  Process Flow Wh...
Product Strategy           Product Strategy             Success Factors         Concept                  Process FlowStrat...
Product Strategy           Product Strategy             Success Factors         Concept                  Process FlowInput...
Product Strategy           Product Strategy             Success Factors         Concept                  Process FlowIf yo...
Product Strategy           Product Strategy             Success Factors         Concept                  Process FlowStart...
Product Strategy           Product Strategy             Success Factors        Concept                  Process FlowProduc...
Product Strategy            Product Strategy              Success Factors        Concept                   Process FlowPro...
Product Strategy           Product Strategy             Success Factors        Concept                  Process FlowPlatfo...
Product Strategy           Product Strategy             Success Factors            Concept                  Process Flow D...
Product Strategy           Product Strategy             Success Factors         Concept                  Process FlowVecto...
Product Strategy           Product Strategy             Success Factors            Concept                  Process Flow  ...
Product Strategy           Product Strategy             Success Factors        Concept                  Process FlowStrate...
Product Strategy           Product Strategy             Success Factors              Concept                  Process Flow...
Download E-booksFor more information, go to www.technologymultipliers.com                        © 2011 Technology Multipl...
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Guide to Product Strategy

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Product strategy for technology companies is closely related to New Product Development. It starts with a strategic vision which provides answers to questions such as “Where is the business going?”, and “How will it get there? This Technology Multipliers webinar provides a comprehensive overview of product strategy concepts, process, and keys to success for technology companies.

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Guide to Product Strategy

  1. 1. Kerim TumayManaging Director September 2011 © 2011 Technology Multipliers, LLC
  2. 2. Outline Product Strategy • Why is Product Strategy a challenge? • Strategy as a process Concept • Starting Point • Product vs. Platform Product Strategy • Differentiation Process Flow • Innovation & Growth Strategies • Strategic Balance Success Factors • Keys to Success with Product Strategy © 2011 Technology Multipliers, LLC
  3. 3. Product Strategy Product Strategy Success Factors Concept Process Flow Why is Product Strategy a Challenge? Technology product life cycles are shorter Need to engage individual customers, monitor their sentiments, and capture their feedback Need to constantly monitor, manage, and leverage emerging technologies Need to explore, research, create new markets Need to anticipate and exit declining markets © 2011 Technology Multipliers, LLC
  4. 4. Product Strategy Product Strategy Success Factors Concept Process FlowStrategy is a Process © 2011 Technology Multipliers, LLC
  5. 5. Product Strategy Product Strategy Success Factors Concept Process FlowInputs to Product Strategy Customers Product Technical Manager © 2011 Technology Multipliers, LLC
  6. 6. Product Strategy Product Strategy Success Factors Concept Process FlowIf you don’t know where you are going, Any road will take you there! © 2011 Technology Multipliers, LLC
  7. 7. Product Strategy Product Strategy Success Factors Concept Process FlowStarting Point Framework Focus Guide Direction Roadmap © 2011 Technology Multipliers, LLC
  8. 8. Product Strategy Product Strategy Success Factors Concept Process FlowProduct vs. Platform © 2011 Technology Multipliers, LLC
  9. 9. Product Strategy Product Strategy Success Factors Concept Process FlowProduct vs. Platform Source: Product Strategy for High Technology Companies © 2011 Technology Multipliers, LLC
  10. 10. Product Strategy Product Strategy Success Factors Concept Process FlowPlatform Strategy Considerations © 2011 Technology Multipliers, LLC
  11. 11. Product Strategy Product Strategy Success Factors Concept Process Flow DifferentiationPrice Productbased advantage © 2011 Technology Multipliers, LLC
  12. 12. Product Strategy Product Strategy Success Factors Concept Process FlowVectors of Differentiation © 2011 Technology Multipliers, LLC
  13. 13. Product Strategy Product Strategy Success Factors Concept Process Flow Key Considerations for Differentiation Vectors• Time – vectors of differention can change• Risk – certain strategies are riskier than others• Sustainability – some vectors are more sustainable than others © 2011 Technology Multipliers, LLC
  14. 14. Product Strategy Product Strategy Success Factors Concept Process FlowStrategic Balance © 2011 Technology Multipliers, LLC
  15. 15. Product Strategy Product Strategy Success Factors Concept Process Flow Keys to Success with Product Strategy• Establish a clear strategic vision and define current business strategy.• Product strategy cannot be a personality driven process. Manage and improve product strategy like any other business process.• Assign process ownership to an individual with technical marketing skills.• Define platform strategy first and product-line strategy next.• Link the product line-strategy with the product development plan and process.• Consider time, risk, and sustainability for selecting and evolving differentiation strategies.• Reconcile the unlimited opportunities implied in the strategic vision with reality.• Evaluate project mix and rebalance the trade-offs on a regular basis. © 2011 Technology Multipliers, LLC
  16. 16. Download E-booksFor more information, go to www.technologymultipliers.com © 2011 Technology Multipliers, LLC
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