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How to Create Products  That Don’t SuckA Discovery Process for Creating Breakthrough Products        (For Start-ups throug...
High New Product Failure Rate• Only one product concept out of seven becomes a new  product winner; and 44% of businesses’...
High New Product Failure Rate• Only one product concept out of seven becomes a new  product winner; and 44% of businesses’...
Why Do So Many Products Suck?1. Idea to Product
Why Do So Many Products Suck?1. Idea to Product2. One point of market evidence to idea to product
Why Do So Many Products Suck?1. Idea to Product2. One point of market evidence to idea to product3. Market evidence & vali...
Why Do So Many Products Suck?1. Idea to Product2. One point of market evidence to idea to product3. Market evidence & vali...
Why Do So Many Products Suck?1.   Idea to Product2.   One point of market evidence to idea to product3.   Market evidence ...
Keys to Products That Don’t Suck• Compelling Market Opportunity   – Big painful issues   – That many in your target market...
Model for Discovery                                                                                      Four Key Steps   ...
Four Key Pillars• Market Problem – if you’re not solving a problem, there is  no need for a product!• Product – How do you...
Model for Discovery                                                                                      Four Key Steps   ...
Market Evidence (of Market Problem)• Sources of Market Evidence   – Customers   – Non-customers   – Market trends/shifts  ...
Market Evidence (of Market Problem)• Sources of Market Evidence   – Customers   – Non-customers   – Market trends/shifts  ...
Start With Hypothesis–   Buyer/User ‘W’–   In Market Segment “X”–   Has problem “Y”–   That happens when “Z” occurs–   We ...
Screening• Alignment with company   – Strategy   – Target markets   – Core competencies• Potential Competition   – Does so...
Validate the Hypothesis (1)• Market problem and market segment(s)• Speaking to potential customers (buyers & users)   – Mo...
Validate Hypothesis (2)• Create product & business model concept   – Low cost way of presenting product concept   – Mockup...
Plan Strategy• Define & discover at greater depth• Competitive research (strategy, position, strength)• Validate the marke...
Build Solution• Define Minimum Viable Product (MVP)   – Just enough functionality to solve the most important     market p...
To Market• Sell your first customers• Based upon market validation work• Targeted Market Development Plan   – Well defined...
Model for Discovery                                                                                      Four Key Steps   ...
Key Principles• Hypothesis – Discovery – Validate• Continuous engagement with target market   – Validate important decisio...
Additional References
Thank You!                      Tom Evans                   Lûcrum Marketing             tevans@lucrum-marketing.com      ...
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How to make products that don't suck ProductCamp DFW 2012

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ProductCamp DFW Session - June 23, 2012

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Transcript of "How to make products that don't suck ProductCamp DFW 2012"

  1. 1. How to Create Products That Don’t SuckA Discovery Process for Creating Breakthrough Products (For Start-ups through Big Enterprises) Tom Evans Lûcrum Marketing @compellingmktr
  2. 2. High New Product Failure Rate• Only one product concept out of seven becomes a new product winner; and 44% of businesses’ product development projects fail to achieve their profit targets.• One out of four development projects succeeds commercially. (75% failure rate) Robert G Cooper Copyright 2012 - LÛCRUM MARKETING
  3. 3. High New Product Failure Rate• Only one product concept out of seven becomes a new product winner; and 44% of businesses’ product development projects fail to achieve their profit targets.• One out of four development projects succeeds commercially. (75% failure rate) Robert G Cooper Copyright 2012 - LÛCRUM MARKETING
  4. 4. Why Do So Many Products Suck?1. Idea to Product
  5. 5. Why Do So Many Products Suck?1. Idea to Product2. One point of market evidence to idea to product
  6. 6. Why Do So Many Products Suck?1. Idea to Product2. One point of market evidence to idea to product3. Market evidence & validation to product
  7. 7. Why Do So Many Products Suck?1. Idea to Product2. One point of market evidence to idea to product3. Market evidence & validation to product4. Market evidence & validation, product validation, no clear market strategy
  8. 8. Why Do So Many Products Suck?1. Idea to Product2. One point of market evidence to idea to product3. Market evidence & validation to product4. Market evidence & validation, product validation, no clear market strategy5. Market evidence & validation, product validation, no profitable business model
  9. 9. Keys to Products That Don’t Suck• Compelling Market Opportunity – Big painful issues – That many in your target market – Are willing to pay to solve• Compelling Solution Discovery – Differentiated Value Proposition + – Profitable business model – Time to market Validation• Compelling Market Strategy – Motivates target market – To solve problem with your solution
  10. 10. Model for Discovery Four Key Steps Validate Plan Strategy Build Solution To Market Hypothesis Market Problem Four Key Pillars Product Business Model Market Strategy Valid Market Ready to Validation Valid Hypothesis Opportunity Launch Market Growth Product-to-Market™ ModelProduct-to-Market is a trademark of Lûcrum Marketing
  11. 11. Four Key Pillars• Market Problem – if you’re not solving a problem, there is no need for a product!• Product – How do you solve the market problem in a valuable and differentiated manner?• Business Model – How do you deliver the product and profitably capture the value?• Market Strategy – Who is going to buy it and why?
  12. 12. Model for Discovery Four Key Steps Validate Plan Strategy Build Solution To Market Hypothesis Market Problem Four Key Pillars Product Business Model Market Strategy Valid Market Ready to Validation Valid Hypothesis Opportunity Launch Market Growth Product-to-Market™ ModelProduct-to-Market is a trademark of Lûcrum Marketing
  13. 13. Market Evidence (of Market Problem)• Sources of Market Evidence – Customers – Non-customers – Market trends/shifts – Unexpected occurrences – New technologies – Competitors – Personal experience – Etc.
  14. 14. Market Evidence (of Market Problem)• Sources of Market Evidence – Customers – Non-customers – Market trends/shifts – Unexpected occurrences – New technologies – Competitors – Personal experience – Etc.
  15. 15. Start With Hypothesis– Buyer/User ‘W’– In Market Segment “X”– Has problem “Y”– That happens when “Z” occurs– We can solve it by creating/delivering solution “A”E.g.: Owners of small manufacturing operations thatuse hot water & steam are unable to managemanufacturing costs due to the volatility of fuel prices.We can solve this by providing a high temperaturesolar heating system under a lease agreement.
  16. 16. Screening• Alignment with company – Strategy – Target markets – Core competencies• Potential Competition – Does someone already do this? – Are there other ways to address this problem?
  17. 17. Validate the Hypothesis (1)• Market problem and market segment(s)• Speaking to potential customers (buyers & users) – Most companies don’t and won’t do this • Significant time investment – Requires many conversations (cold calling) • Minimum: 20 conversations • May take over 100 conversations• Iterate until validated or rejected Copyright 2012 - LÛCRUM MARKETING
  18. 18. Validate Hypothesis (2)• Create product & business model concept – Low cost way of presenting product concept – Mockup, prototype, wire frame, story board, presentation, product description• Validate product & business model concept – Present concept and receive feedback • Does the problem still resonate? • Does the approach solve the problem? • What is the Minimum Viable Product (MVP)• Iterate until validated or rejected
  19. 19. Plan Strategy• Define & discover at greater depth• Competitive research (strategy, position, strength)• Validate the market opportunity – Business Case - Can it be profitable?• Detailed design of product & business model – Market requirements, product requirements, user stories, etc. – Pricing model, delivery mechanism, costs to deliver, etc.• Iterate until validated or rejected
  20. 20. Build Solution• Define Minimum Viable Product (MVP) – Just enough functionality to solve the most important market problems – For small segment of market (early adopters, etc.) – Willing to pay for this functionality – Fast to market – Learning• Continue to discover, validate, refine!
  21. 21. To Market• Sell your first customers• Based upon market validation work• Targeted Market Development Plan – Well defined target market – Clear understanding of buyer roles and their challenges/goals/needs – Compelling reason to buy from you • Value Proposition – what we do for you • Positioning & Differentiation – why buy our solution• Continue to discover, validate, refine!
  22. 22. Model for Discovery Four Key Steps Validate Plan Strategy Build Solution To Market Hypothesis Market Problem Four Key Pillars Product Business Model Market Strategy Valid Market Ready to Validation Valid Hypothesis Opportunity Launch Market Growth Product-to-Market™ ModelProduct-to-Market is a trademark of Lûcrum Marketing
  23. 23. Key Principles• Hypothesis – Discovery – Validate• Continuous engagement with target market – Validate important decisions• Planning is good, but learning is better• Fail fast – discover fast!
  24. 24. Additional References
  25. 25. Thank You! Tom Evans Lûcrum Marketing tevans@lucrum-marketing.com +1.512.961.5267 @compellingmktr Copyright 2012 - LÛCRUM MARKETING
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