Beyond gut feel – tying strategy to product decisions Don’t shoot from the hip. Get a scope!
How do you pick your projects? “ It would appear, Hopkins, that your gut feel was only indigestion.”
What is Strategy? <ul><li>“ The question isn't what are we going to do. The question is what  aren't  we going to do.&quot...
What is Strategy? <ul><li>“ A strategy is a plan of action designed to achieve a particular goal.” – Wikipedia </li></ul><...
Marketing strategy model Core Competence Market Research
A successful marketing strategy… <ul><li>Is part of the overall business strategy </li></ul><ul><li>Matches the right prod...
Kotler’s share related strategies Description Strategies Market leader <ul><li>Typically largest share </li></ul><ul><li>M...
Ansoff’s Matrix Existing products New products Existing markets Market penetration Product development New  markets Market...
How do you pick your projects?
How do you pick your projects? <ul><li>Random chance / gut feel </li></ul><ul><li>CEO / founder chose them. </li></ul><ul>...
Maintaining a balanced portfolio 60% 20% 20% Breakthrough Lights-On High-Value Difficulty Value
Portfolio prioritization model <ul><li>Products / projects measured by two tools:  </li></ul><ul><ul><li>Use scorecards to...
Release strategy balancing
Risk vs Reward Project Dashboard
Risk vs Reward Release Scorecard
Project Scorecard
QFD Matrix Interdependencies Product Features Customer Needs Difficulty weighting Importance Rating Competition
Contact us <ul><li>Derick Workman </li></ul><ul><ul><li>Email: workmand@rymatech.com </li></ul></ul><ul><ul><li>Twitter: @...
Thank You PCA Sponsors!
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Beyond gut feel – tying strategy to product decisions

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ProductCamp Austin Summer 2009 panel discussion. Do you have a strategy? Are you shooting from the hip? How do you tie product decisions to your strategic objectives? Gut feel, dartboard, qualitative analysis, QFD/HOQ… Learn how to hit the target - Get a Scope! We will dive into the definition of strategy, market analysis, setting your product strategy, product prioritization and portfolio balancing. Bring your experiences and join the open discussion.

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  • Show this slide, then open for discussion. How does you company define strategy? How is strategy different from tactics? What is the time horizon for strategy?
  • Political alliances Voting / consensus process
  • Beyond gut feel – tying strategy to product decisions

    1. 1. Beyond gut feel – tying strategy to product decisions Don’t shoot from the hip. Get a scope!
    2. 2. How do you pick your projects? “ It would appear, Hopkins, that your gut feel was only indigestion.”
    3. 3. What is Strategy? <ul><li>“ The question isn't what are we going to do. The question is what aren't we going to do.&quot; – Ferris Bueller </li></ul>
    4. 4. What is Strategy? <ul><li>“ A strategy is a plan of action designed to achieve a particular goal.” – Wikipedia </li></ul><ul><li>“ Strategy is making trade-offs in competing. The essence of strategy is choosing what not to do . &quot; – Michael Porter </li></ul><ul><li>Strategy is a plan to optimize business results, given the firm's objectives and constraints imposed by resource scarcity, technology, and market conditions. </li></ul><ul><li>– Managerial Economics </li></ul>
    5. 5. Marketing strategy model Core Competence Market Research
    6. 6. A successful marketing strategy… <ul><li>Is part of the overall business strategy </li></ul><ul><li>Matches the right product to the right market </li></ul><ul><li>Builds on the firm’s strengths </li></ul><ul><li>Defends against weaknesses </li></ul><ul><li>Protects against threats </li></ul><ul><li>Achieves the marketing objectives </li></ul>
    7. 7. Kotler’s share related strategies Description Strategies Market leader <ul><li>Typically largest share </li></ul><ul><li>Most profitable </li></ul><ul><li>Sets price </li></ul><ul><li>Expand the market </li></ul><ul><li>Defend their position </li></ul>Market challenger <ul><li>Lower share </li></ul><ul><li>High aspirations </li></ul><ul><li>Aggressive share growth </li></ul><ul><li>Long term challenger </li></ul><ul><li>Outperform leader </li></ul><ul><li>Price pressure </li></ul><ul><li>Product innovation </li></ul>Market follower <ul><li>Lower share </li></ul><ul><li>Follows the leader </li></ul><ul><li>Looking to survive </li></ul><ul><li>“ Me too” strategies </li></ul>Market nicher <ul><li>Small market share </li></ul><ul><li>High cost </li></ul><ul><li>Premium pricing </li></ul><ul><li>Differentiation </li></ul><ul><li>Focus, specialize, and dominate niche market segment </li></ul>
    8. 8. Ansoff’s Matrix Existing products New products Existing markets Market penetration Product development New markets Market development Diversification
    9. 9. How do you pick your projects?
    10. 10. How do you pick your projects? <ul><li>Random chance / gut feel </li></ul><ul><li>CEO / founder chose them. </li></ul><ul><li>Marketing VP talked to a customer last week. </li></ul><ul><li>Gartner says it is required for success. </li></ul><ul><li>Large customer requires it or they’ll walk! </li></ul><ul><li>Qualitative risk assessment </li></ul><ul><li>Deep quantitative business case </li></ul><ul><li>Others …..? </li></ul>
    11. 11. Maintaining a balanced portfolio 60% 20% 20% Breakthrough Lights-On High-Value Difficulty Value
    12. 12. Portfolio prioritization model <ul><li>Products / projects measured by two tools: </li></ul><ul><ul><li>Use scorecards to evaluate projects according to value and difficulty / complexity. </li></ul></ul><ul><ul><li>Map projects on the portfolio prioritization chart. </li></ul></ul>60% 20% 20% Breakthrough Lights-On High-Value Product Development Management Quadrant
    13. 13. Release strategy balancing
    14. 14. Risk vs Reward Project Dashboard
    15. 15. Risk vs Reward Release Scorecard
    16. 16. Project Scorecard
    17. 17. QFD Matrix Interdependencies Product Features Customer Needs Difficulty weighting Importance Rating Competition
    18. 18. Contact us <ul><li>Derick Workman </li></ul><ul><ul><li>Email: workmand@rymatech.com </li></ul></ul><ul><ul><li>Twitter: @derickworkman </li></ul></ul><ul><li>Mark Suchanek </li></ul><ul><ul><li>Email: msuchanek@austin.rr.com </li></ul></ul><ul><li>Mike Boudreaux </li></ul><ul><ul><li>Email: mike@boudreaux.net </li></ul></ul><ul><ul><li>Twitter: @mikeboudreaux </li></ul></ul>
    19. 19. Thank You PCA Sponsors!

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