Product Strategy

What should we build? What trade-offs should we consider? Company or Product Portfolio Strategy JohnGibbon.com

Where should we go?

Why will we be successful there?

How do we get there?

Company or Product Portfolio Strategy

Where Should We Go?

-Market Analysis

-Financial Plan

-Success Metrics

Market and Competitive Analysis

-Clients

-Industry Experts

-Internet

Financial Plan

-Costs

-Benefits

Success Metrics

-Revenue

-Market Share

-New Users

-Increase Usage

-Increased Customer Satisfaction: NPS

-Other?

Why will we be successful there?

-Core Competencies / Differentiation

-Mission

-Competitive Analysis

How do we get there?

-Financial / Dev Plan

-Tech Strategy

-Partnering Strategy

But rarely do we play on green fields .. …

New Product vs. Mature Product

New Market vs. Existing Market

Short Term vs. Long Term Revenue

Usage vs. Revenue

Client A vs. Client B

Research vs. Development

High Risk vs. Low Risk

You have to make trade-offs:

And you can use some of the following frameworks to help you:

The Boston Consulting Group’s Growth-Share Matrix Accelerate a Few Divest Most Liquidate Harvest Invest 20%- 18%- 16%- 14%- 12%- 10%- 8%- 6%- 4%- 2%- 0 Market Growth Rate 10x 4x 2x 1.5x 1x Relative Market Share .5x .4x .3x .2x .1x Dogs 8 7 3 ? Question marks ? ? 2 1 Cash cows 6 Stars 5 4

Ansoff Matrix: Product Strategy Market Penetration Product Development Market Development Diversification Current Products Future Products Current Markets Future Markets