Product Development Managing Authors Ancillary Development Tracking Competitors List Growth Strategies

Doblin Group: Ten Types of Innovation

Best Practices should be…. Germane Thorough Methodical Cultural

“ A culture is what people do day in and day out without being told .” A.G. Lafley and Ram Charan, The Game Changer: How You Can Drive Revenue and Profit Growth with Innovation

“ A culture is what people do day in and day out without being told .”

A.G. Lafley and Ram Charan, The Game Changer: How You Can Drive Revenue and Profit Growth with Innovation

Market Development – 2 Main Strategies Engage prospects and qualified leads in reviewing, focus groups, class-testing, and other forms of market research to learn about Market trends and changes How customers use products What customers need and prefer Business opportunities New authors, writers, and SMEs

Market Development – 2 Main Strategies

Engage prospects and qualified leads in reviewing, focus groups, class-testing, and other forms of market research to learn about

Market trends and changes

How customers use products

What customers need and prefer

Business opportunities

New authors, writers, and SMEs

Market Development Focus Prospects/ Market Segments Qualified Leads/ Big adoptions School Systems/ Customized product with very big potential

Track competitors more closely New publishing plans Revision cycles Digital program launches Sales strategies Market Development – 2 Main Strategies

Track competitors more closely

New publishing plans

Revision cycles

Digital program launches

Sales strategies

Cultivating Authors – Best Practices Find the best match – writer/job – to cover your needs Cultivate many authors, writers, SMEs Establish a shared understanding of market and product needs Establish the product as a priority in their lives Groom their dynamism, professional stature, and commitment to success, and to you Make them fr anchisable – be ready to supplement their strengths and weaknesses Earn their trust Product Development Market Development Cultivating Authors Partnerships

Cultivating Authors – Best Practices

Find the best match – writer/job – to cover your needs

Cultivate many authors, writers, SMEs

Establish a shared understanding of market and product needs

Establish the product as a priority in their lives

Groom their dynamism, professional stature, and commitment to success, and to you

Make them fr anchisable – be ready to supplement their strengths and weaknesses

Earn their trust

Product Development – Best Practices Build and maintain development plans for products Program identity Competitive landscape and portfolio fit Authoring plan Timing Customer input Digital plan Spending and revenue

Product Development – Best Practices

Build and maintain development plans for products

Program identity

Competitive landscape and portfolio fit

Authoring plan

Timing

Customer input

Digital plan

Spending and revenue

Product Development – Best Practices Build and maintain development plans for products Re-branding and Branding Quick Hits and Refreshment Strategies Cross-discipline collaborations

Product Development – Best Practices

Build and maintain development plans for products

Re-branding and Branding

Quick Hits and Refreshment Strategies

Cross-discipline collaborations

Becoming a Master Student 11 th Edition Franchised Built author/reviewer community Redesigned Loosened custom pub restrictions Increased instructor support 42% revenue increase 30,000 additional units RE-BRANDING

Becoming a Master Student

11 th Edition

Franchised

Built author/reviewer community

Redesigned

Loosened custom pub restrictions

Increased instructor support

42% revenue increase

30,000 additional units

The College Writer 1 st Edition Unprecedented market research plan Internal product launch to sales force Highly visual format with modular lessons Full digital package with original video 180% success against unit forecast 210% success against $ forecast BRANDING

The College Writer

1 st Edition

Unprecedented market research plan

Internal product launch to sales force

Highly visual format with modular lessons

Full digital package with original video

180% success against unit forecast

210% success against $ forecast

Partnerships – Best Practices Focus your efforts only on what you really need Establish excellent relationships Determine that the partner really can do what they say they can Be proactive in setting preferred terms Look for multiple benefits

Partnerships – Best Practices

Focus your efforts only on what you really need

Establish excellent relationships

Determine that the partner really can do what they say they can

Be proactive in setting preferred terms

Look for multiple benefits