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Positioning & Requirements
 

Positioning & Requirements

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Positioning & Requirements - Are They Really The Same? By John Mansour at SVPMA Monthly Event September 2005

Positioning & Requirements - Are They Really The Same? By John Mansour at SVPMA Monthly Event September 2005

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    Positioning & Requirements Positioning & Requirements Presentation Transcript

    • PRODUCT MANAGEMENT UNIVERSITYREQUIREMENTS & POSITIONING Are They Really The Same? John Mansour ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? AgendaRole PlayConnecting the dotsCreating requirements & positioningTwo for one Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • PRODUCT MANAGEMENT UNIVERSITY ROLE PLAY I The Next Release? ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • PRODUCT MANAGEMENT UNIVERSITY ROLE PLAY II ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? PerspectiveThe business reasons you buildproducts/features…are the same reasons targetcustomers buy them Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • PRODUCT MANAGEMENT UNIVERSITYCONNECTING THE DOTS ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Requirements & Positioning CONNECTING THE DOTSMarket Trends & Drivers (CEO) Business Challenges Departmental Tasks Problems to Solve Business Solution Product Features Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Requirement vs. Value AnchorRequirement Value Anchor Target customer scenario Target customer scenario Task being performed Task being performed Poses a problem Poses a problem Critical to solve Critical to solve You CAN’T solve today You CAN solve today Features required Features positioned Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • PRODUCT MANAGEMENT UNIVERSITYCREATING REQUIREMENTS ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? The Requirements Hierarchy + - Market Trends Market Trends && Drivers DriversProduct Management + - Business Business What & Why – Business View Requirements Requirements NOT - + Functional Functional How – User View Requirements RequirementsProduct Management + - Technical Technical Requirements How – Technical View Requirements Product Product Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Defining Your Requirements Target Customer Map SAMPLE: Software Company Map Design & Plan Market Sell Implement Support Build•Gather market info •Create project plan •Create content •Qualify leads •Assess current •Answer calls•Write requirements •Assign resources •Create campaign •Schedule demos •Perform gap analysis •Send patches•Calculate ROI •Track progress •Track responses •Negotiate contracts •Create project plan •Populate knowledge base Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • PRODUCT MANAGEMENT UNIVERSITYCREATING POSITIONING ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? The Positioning Hierarchy Brand Brand + - (company (company positioning) positioning) Positioning + - Positioning Statements StatementsProduct / Market Segment Positioning Value - + Value Anchors Anchors Business + - Business Requirements Requirements Functional Functional Requirements Requirements Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Defining Your Positioning Target Customer Map SAMPLE: Software Company Map Design & Plan Market Sell Implement Support Build•Gather market info •Create project plan •Create content •Qualify leads •Assess current •Answer calls•Write requirements •Assign resources •Create campaign •Schedule demos •Perform gap analysis •Send patches•Calculate ROI •Track progress •Track responses •Negotiate contracts •Create project plan •Populate knowledge base Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • PRODUCT MANAGEMENT UNIVERSITY TWO FOR ONE ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Two for One RequirementsOne business requirement usuallytakes multiple releases to satisfy Write it once “Save As…” and add more features Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?Managing Feature Requests MAP TO REQUIREMENTSRequirement 1 Requirement 2 Requirement 3 Requirement 4 •Enhancement 1 •Enhancement 1 •Enhancement 1 •Enhancement 2 •Enhancement 2 •Enhancement 2 •Enhancement 3 •Enhancement 3 •Enhancement 4 •Enhancement 5 •Enhancement 6 •Enhancement 7 Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Two for One PositioningReuse business requirementdocuments “Save As…” and Message to each market segment Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • PRODUCT MANAGEMENT UNIVERSITYPOSITIONING REALITY CHECK! ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Changing Your Positioning Target Customer Map SAMPLE: Software Company Map Design & Plan Market Sell Implement Support Build•Gather market info •Create project plan •Create content •Qualify leads •Assess current •Answer calls•Write requirements •Assign resources •Create campaign •Schedule demos •Perform gap analysis •Send patches•Calculate ROI •Track progress •Track responses •Negotiate contracts •Create project plan •Populate knowledge base•New feature •New feature Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • PRODUCT MANAGEMENT UNIVERSITYREQUIREMENTS & POSITIONING Are They Really The Same? John Mansour ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
    • REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?Product Management University Online CoursesProduct Management: The Devil is in the Execution - FREEPeople, Positions & Personalities - $1957 Habits of Highly Effective Customer Feedback - FREECreating Your Product Resume - $195Building Customer References into Your Process - $195Three Keys to a Successful Demo - $195Product Training for Salespeople: Less is More - $195Register - www.zigzagmarketing.com Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.