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Olson.prod positioningcamp Olson.prod positioningcamp Presentation Transcript

  • Elements  of  a  Product   Posi2oning  Statement   MN  Product  Camp   Oct  19,  2013   Rolf  R.  Olson  
  • Product  Posi+oning  Statement     •  As  wriDen  in   •  Crossing  the  Chasm:  Marke(ng  and  Selling   High-­‐Tech  Products  to  Mainstream  Customers   (Copyright  1991,  rev  1999  by  Geoffrey  A.   Moore,  HarperCollins  Publishers)  
  • Product  Posi2oning  Statement   •  For  ______,  who  need_______,  Product™  is  a   ________  which  provides_________.   •  Unlike  ______,  ______,  and  ______,  Product   provides    _________,  as  shown  by   ___________.    
  • Product  Posi2oning  Statement   •  For  ________   –  Describe  this  group  of  people  –  target  customers.   –  Who  are  the  end  users  of  the  product?   –  Who  are  the  decision  makers  in  buying  this   product?   –  This  is  your  Market.  (too  broad?  too  narrow?)   –  This  will  target  your  campaign   –  This  will  direct  your  sales  folks    
  • Product  Posi2oning  Statement   •  Who  need  ____   –  What  is  the  need  your  product  fulfills?   –  What  pain  does  it  alleviate?   –  What  is  the  opportunity  to  provide  a  benefit?   •  Save  lives,  save  2me,  save  money   –  Is  it  real?    Is  it  urgent?    How  big  is  it?      
  • Product  Posi2oning  Statement   •  Product™   –  Name  your  product!   •  Unique?   •  Memorable?   •  Logical?     •  Is  a  ________   –  What  is  the  generic  defini2on,  category,   classifica2on,  clarifica2on  of  what  Product  is?   –  i.e.  facial  2ssue,  not  Kleenex®  
  • Product  Posi2oning  Statement   •  which  provides_________   –  What  does  Product  do?   –  What  is  Product’s    key  benefit?  (3  max.)   –  What  is  Product’s  compelling  reason  to  buy?   –  Does  it  clearly  address  the  need  or  pain   described?   –  How  good  is  it?  Metrics  -­‐  numbers?     –  What  is  it’s  appeal?    Your  proposi2on?  
  • Product  Posi2oning  Statement   •  Unlike  ______,  ______,  and  ______,     –  Name  your  compe22on   •  Specifically  if  compe2ng  products   •  Or  if  a  compe2ng  alterna2ve  solu2on  exists,  describe  it   •  Product  provides    _________,  as  shown  by   ___________.   •  What  is  your  product  differen2a2on?   •  How  is  it  unique  and  superior?   •  What  claim  can  you  make?   •  What  evidence  can  you  cite?  
  • •  For  professional  and  family  care  providers  who  care  for  chronically   ill  or  frail  pa2ents     •  who  need  to  monitor  a  remote  pa2ent  over  2me  and  be  alerted  to   the  need  for  interven2ons  and  will  benefit  from  improved  quality   and  efficiency  of  care    and  from  gaining  a  compe22ve  advantage   with  enhanced  pa2ent  and  family  caregiving,   •  GrandCare™  is  an  internet  device,  web  portal  and  secure  server   used  to  communicate  with  remote  pa2ents.     •  Unlike  Healthsense,  QuietCare,  Wellaware,  Independa,  and  others,   •  GrandCare  provides  telehealth,  ADL  monitoring,  smart  home,   communica2on  and  socializa2on  in  an  integrated  solu2on.     •  GrandCare  is  unique  because  it  is  a  mature  product  and  has  a   friendly,  intui2ve  touchscreen  interface,  SKYPE™,  and  senior-­‐ oriented  web  content  to  engage  persons  with  no  interest  in  using   standard  computers.    The  HIPPA  compliant  system  was  designed   with  APIs  (applica2on  programming  interfaces)  ready  to  exchange   data  with  other  systems.  
  • ZETA  Surface  Condi2oning  System  
  • Product  Posi2oning  Statement   –  For  300  mm  semiconductor  fabs  who  need   photoresist,  silicide  and  general  film  stripping   stripping   –  ZETA  300mm  is  a  batch  spray  cleaning  system  that   offers  the  highest  performance  and  lowest  cost.   –  Unlike  immersion  systems,  ZETA  is  a  spray  processor   with  reduced  chemical  consump2on  and  the  flexibility   to  blend  chemicals  or  change  mix  ra2os  and   temperatures  within  a  recipe.   –   ZETA  is  a  fully-­‐automated  solu2on  for  300mm  wafers.     It  can  be  configured  with  up  to  8  different  chemical   inputs.  
  • Product  Posi2oning  –  Job  Seeker   •  For  ______  (describe  your  hiring  manager,  target   company  characteris2cs,  loca2on,  etc.)   •  who  need  help  in_______(describe  the  role  that   you  will  fulfill),   •  Jane  Doe  is  an  experienced  _________  (describe   the  job  2tle  you  are  seeking)   •  With_______  (describe  the  value  you  will  bring).   •  Unlike  those  other  turkeys  who  apply,  Jane  is   ____  (what  makes  you  unique,  with  some  proof).  
  • Wafer  Level  Reliability  Posi2oning   •  For  semiconductor  process  technologists  who   encounter  long  term  reliability  concerns   •  WLR  is  a  process  qualifica2on  strategy  that   provides  short  cycle  2me  and  specific  solu2ons   •  Unlike  internal  solu2ons  that  are  costly  and   require  a  long  learning  curve  or  tradi2onal   reliability  that  takes  too  long   •  WLR  provides  a  rapid  startup  and  short  cycle  2me   of  process  qualifica2on  
  • Conclusion   •  Moore’s  format  provides  a  useful  structure  for   a  concise  posi2oning  statement   •  Acknowledgements:   –  Steven  C.  Grady  –  Cymbet  Corpora2on   –  Jane  B.  Olson  –  Communica2ons  Mid  America   –  Ann  Krzmarzick  –  Lutonix,  C.R.  Bard   –  The  gang  at  SamsNet  
  • Quality  –  Phil  Crosby   •  Crosby's  response  to  the  quality  crisis  was  the  principle  of   "doing  it  right  the  first  (me"  (DIRFT).  He  included  four   major  principles:   –  The  defini(on  of  quality  is  conformance  to  requirements   (requirements  meaning  both  the  product  and  the  customer's   requirements)   –  The  system  of  quality  is  preven(on   –  The  performance  standard  is  zero  defects  (rela(ve  to   requirements)   –  The  measurement  of  quality  is  the  price  of  nonconformance   •  His  belief  was  that  an  organiza2on  that  established  a   quality  program  will  see  savings  returns  that  more  than  pay   off  the  cost  of  the  quality  program:  "quality  is  free".   •  Quality  is  Free.  New  York:  McGraw-­‐Hill.