So you want to be market driven

So You Want to be Market-Driven?
What Do You Do?

Introductions
Jim PayneComputer Software and Hardware Product Manager
Other Industries in the Room?
Other Titles in the Room?

Definitions
Town Hall – Guided Open Discussion
Markets – Clearly Defined Based on Your Distinctive Competence in Your Industry
Driven – Product Definition
Market-Driven – Focused Product Definition Based on Market Facts

Markets
Based on Your Distinctive Competence
Start by Articulating the Problems that Your Product Solves
Identify Segments – Based on what Criteria?
How About a Common Set of Problems?
Target Segments With the Most Potential

Driven
Product Definition
Requirements
Use Cases
User Personas

Where to Start
On an Existing Project
On a New Product for Current Customers
On a New Product for a New Segment
In a Sales-Driven Environment
In a Technology-Driven Environment
Credibility is the Key

How to Proceed
Establish Credibility
Market Facts
Customers
Channel
Management
Development / Engineering / Product Experts
Analysts
Be on the Team
Lead the Team
A Word About Discipline – This is a Continuing Process

Conclusions
Establish Credibility
Know What You are Looking for When You Gather Market Facts – Relevance
“…product value is always determined by the customer, not by the company or its technology.” – Gabriel Steinhardt
“The Key to Actually Be Market-Driven – To Replace Personal Opinions with Market Facts.” – Steve Johnson

So you want to be market driven

by James Payne on Nov 17, 2010

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So you want to be market driven — Presentation Transcript