@proficientzppm
Stop Looking For Market Problems
&
Uncover Bigger Market
Opportunities
John Mansour –
mansourja@proficient...
@proficientzppm
Why did the chicken cross the
road?
@proficientzppm
What are some of the
problems the chicken might
encounter when crossing the
road?
@proficientzppm
What are some potential
solutions to those problems?
@proficientzppm
Stop Looking For
Problems…
And you’ll uncover bigger opportunities
@proficientzppm
What did the chicken
ultimately want to accomplish
that prompted it to cross the
road?
@proficientzppm
What are the biggest
obstacles preventing the
chicken from accomplishing its
goals?
@proficientzppm
What solutions would remove
those obstacles?
@proficientzppm
A Real B2B
Example!
@proficientzppm
Target market?
@proficientzppm
Market Dynamics?
Impact?
@proficientzppm
What are the biggest
obstacles to growth &
profitability for organizations
in that market?
@proficientzppm
Which of those obstacles is my
organization most capable of
removing?
@proficientzppm
How can we remove them in a way
that accelerates our growth &
profitability?
 New solutions?
 Product en...
@proficientzppm
Target Customer
Organization
C-Level Executives
Department 4 Department 5Department 3
Activity 3
Departmen...
@proficientzppm
Target Customer
Organization
C-Level Executives
Department 4 Department 5Department 3
Activity 3
Departmen...
@proficientzppm
Target Customer
Organization
C-Level Executives
Department 4 Department 5Department 3
Activity 3
Departmen...
@proficientzppm
Is there any other discipline
better suited to educate the
organization on an ongoing
basis?
Copyright 2013 Proficientz, Inc. All rights reserved.
Create Product
Plans & Marketing
Programs
Define & Prioritize
Use Ca...
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Proficientz- Stop Looking for Market Problems if You Want to Uncover Bigger Market Opportunities

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Bigger opportunities come from uncovering bigger problems, but you might never get there if you start with the problem. Discuss a new starting point for defining requirements that ends with much bigger business problems and leads to bigger market opportunities!

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Proficientz- Stop Looking for Market Problems if You Want to Uncover Bigger Market Opportunities

  1. 1. @proficientzppm Stop Looking For Market Problems & Uncover Bigger Market Opportunities John Mansour – mansourja@proficientz.com
  2. 2. @proficientzppm Why did the chicken cross the road?
  3. 3. @proficientzppm What are some of the problems the chicken might encounter when crossing the road?
  4. 4. @proficientzppm What are some potential solutions to those problems?
  5. 5. @proficientzppm Stop Looking For Problems… And you’ll uncover bigger opportunities
  6. 6. @proficientzppm What did the chicken ultimately want to accomplish that prompted it to cross the road?
  7. 7. @proficientzppm What are the biggest obstacles preventing the chicken from accomplishing its goals?
  8. 8. @proficientzppm What solutions would remove those obstacles?
  9. 9. @proficientzppm A Real B2B Example!
  10. 10. @proficientzppm Target market?
  11. 11. @proficientzppm Market Dynamics? Impact?
  12. 12. @proficientzppm What are the biggest obstacles to growth & profitability for organizations in that market?
  13. 13. @proficientzppm Which of those obstacles is my organization most capable of removing?
  14. 14. @proficientzppm How can we remove them in a way that accelerates our growth & profitability?  New solutions?  Product enhancements?  Both?
  15. 15. @proficientzppm Target Customer Organization C-Level Executives Department 4 Department 5Department 3 Activity 3 Department 2 Activity 2 Department 1 Activity 1 Step 1 Step 2 Step 3 Step 4
  16. 16. @proficientzppm Target Customer Organization C-Level Executives Department 4 Department 5Department 3 Activity 3 Department 2 Activity 2 Department 1 Activity 1 Step 1 Step 2 Step 3 Step 4 Strategic Initiatives Drive Departmental Goals Departmental Goals Drive Process Changes Industry Dynamics Drive Strategy
  17. 17. @proficientzppm Target Customer Organization C-Level Executives Department 4 Department 5Department 3 Activity 3 Department 2 Activity 2 Department 1 Activity 1 Problem Solvers (80-90% of Team) Product Ownership Problem Finders (10-20% of Team) Market Ownership
  18. 18. @proficientzppm Is there any other discipline better suited to educate the organization on an ongoing basis?
  19. 19. Copyright 2013 Proficientz, Inc. All rights reserved. Create Product Plans & Marketing Programs Define & Prioritize Use Cases Train & Support Sales / Channel Execute Segment Marketing Programs Create Market Segment Positioning Create Backlog / Release Plans Define & Prioritize Organizational Readiness Activities Approve & Communicate Product and Marketing Plans Deliver Sales Tools & Marketing Materials Evaluate Target Markets Quantify Segment Revenue Potential Evaluate Segment Competition Map Core Competencies to Market Segments Determine Segment Trends & Drivers Create & Socialize Market Segment Profiles Create the Market & Portfolio Strategy Prioritize Target Market Segments Define Segment Marketing Priorities Align & Prioritize Operational Initiatives Create Product Portfolio Roadmap Define & Validate Segment Business Requirements Approve & Communicate The Strategic Plan Rollout & Deliver Solutions to Target Markets Complete Knowledge Transfer Training Complete Organizational Readiness Activities Promote Thought Leadership Achieve Corporate Goals & Objectives Develop Products / Services Release to Marketing / Production Transfer Knowledge With User Stories & Functional Specifications Corporate Goals & Objectives

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