Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Product Strategy Document
SAMPLE
Contents
▪ Elements of Product Strategy
▪ Objectives
▪ Where to Compete
▪ How to Compete
▪ Go to Market Model of the Futur...
3
Go to Market Strategy
- Where to Compete?
- How to Compete?
Sales & Dist. Strategy
- Where to Sell?
- How to Sell / Prom...
4
Strategic
Fact Base
Evaluation
of Choices
Mobilization
Business Unit
Strategy Design Capabilities
• Customer
segmentatio...
What questions to answer
Is Product
Image
Good?
Is Product
Value
Attractive?
Is product
Satisfactory
5
New Prospect No, Lo...
6
Attributes of Product that:
Boost Image
XXX
▪ Boost Value
7
Attributes of Product that:
8
Attributes of Product that:
Boost Satisfaction
YYY
PARAMETERS
My
Product
Competiton 1 Competition 2 Comp 3 Com 4
A
B
C
D
E
F
G
H
I
J
9
Value Proposition – Basic Segment Cove...
Where to Compete
Product Variant Price Performance
Metric 1
Performance
Metric 2
Performance
Metric 3
11
Basic Segment Coverage
Industry
Be...
Product Variant Type of Niche Image Transfer Pioneer in Tech Growth Potential
12
Niche Segment Coverage
Product Variants Price Point Dealer Coverage Average Contribution
13
Density of Coverage
Product Variants Price Point Deal...
How to Compete
Product Variant Competition only on
Price
Competition on Value
(Quality / Price ratio)
Competition on
Premium
Nearest Comp...
Product Variant Meeting Minimal
Expectations
Average Above Average Best in Class
16
Product Performance Profile
17
Products
A
B
C
D
E
F
Base Product
Key Products
Pacing Products
Strategic Role & Expectations
▪ Base Products
▪ Critical to Company’s Performance
▪ Requires Management Attention
▪ Cannot generate additional revenue
▪...
0
10
20
30
40
50
Friday,
January 1,
2010
Saturday,
January 1,
2011
Sunday,
January 1,
2012
Tuesday,
January 1,
2013
Pacing...
Where to Sell
Region Current Market Size (nos.) Average last 12M Average last 6M Average last 1M
21
Market Size Estimation – Product wis...
Rural Go to Market
Background Work
Upcoming SlideShare
Loading in …5
×

Product Strategy and Go to Market Model_Sample

Related Audiobooks

Free with a 30 day trial from Scribd

See all
  • Be the first to comment

Product Strategy and Go to Market Model_Sample

  1. 1. Product Strategy Document SAMPLE
  2. 2. Contents ▪ Elements of Product Strategy ▪ Objectives ▪ Where to Compete ▪ How to Compete ▪ Go to Market Model of the Future 2
  3. 3. 3 Go to Market Strategy - Where to Compete? - How to Compete? Sales & Dist. Strategy - Where to Sell? - How to Sell / Promote? Technology Strategy - Which Technologies? - Deployment Plan? Manufacturing Strategy - What to Manufacture? - How to Manufacture? Elements of Product Strategy Go to Market System
  4. 4. 4 Strategic Fact Base Evaluation of Choices Mobilization Business Unit Strategy Design Capabilities • Customer segmentation • Customer Insights • Market & Competitive Intelligence Customer & Market Intelligence Value Proposition Definition • Offering Definition • Customer Messaging definition • Definition of Sales & Support Model Delivery Capabilities • Category Management • Portfolio / Lifecycle Management • Product Development Product / Service management • Pricing Strategy • Product Pricing • Pricing Tactics Pricing • Branding • Category Marketing • Demand generation Branding / Marketing • Channel Mix Performance Management • Targeted Offering • Resource Deployment Salesforce / Channel Management • Customer Support • Process Improvements & Innovation Post Sales Support Closed Loop Feedback System Customer Experience Enablers: Organisation, decision roles, metrics, culture, IT, innovation, operations and so on Go-to-Market System
  5. 5. What questions to answer Is Product Image Good? Is Product Value Attractive? Is product Satisfactory 5 New Prospect No, Lost Prospect Yes, Consider Purchase No, Lost SaleYes, PurchaseNo, lost Goodwill Yes, Recommend and Repeat Buy
  6. 6. 6 Attributes of Product that: Boost Image XXX
  7. 7. ▪ Boost Value 7 Attributes of Product that:
  8. 8. 8 Attributes of Product that: Boost Satisfaction YYY
  9. 9. PARAMETERS My Product Competiton 1 Competition 2 Comp 3 Com 4 A B C D E F G H I J 9 Value Proposition – Basic Segment Coverage
  10. 10. Where to Compete
  11. 11. Product Variant Price Performance Metric 1 Performance Metric 2 Performance Metric 3 11 Basic Segment Coverage Industry Benchmarks
  12. 12. Product Variant Type of Niche Image Transfer Pioneer in Tech Growth Potential 12 Niche Segment Coverage
  13. 13. Product Variants Price Point Dealer Coverage Average Contribution 13 Density of Coverage Product Variants Price Point Dealer Coverage Average Contribution
  14. 14. How to Compete
  15. 15. Product Variant Competition only on Price Competition on Value (Quality / Price ratio) Competition on Premium Nearest Competitor 15 Basic Product Platform
  16. 16. Product Variant Meeting Minimal Expectations Average Above Average Best in Class 16 Product Performance Profile
  17. 17. 17 Products A B C D E F Base Product Key Products Pacing Products Strategic Role & Expectations
  18. 18. ▪ Base Products ▪ Critical to Company’s Performance ▪ Requires Management Attention ▪ Cannot generate additional revenue ▪ Key Products ▪ Potential to change company’s growth ▪ Destined to become base products thus can enlarge company’s T/O & Profit Base ▪ Pacing Products ▪ Experimental products launched to test attractiveness of new tech / concept ▪ Precursors to future products ▪ Risky therefore funding from long term perspective 18 Differentiation
  19. 19. 0 10 20 30 40 50 Friday, January 1, 2010 Saturday, January 1, 2011 Sunday, January 1, 2012 Tuesday, January 1, 2013 Pacing Key Base 19 0 10 20 30 40 50 Friday, January 1, 2010 Saturday, January 1, 2011 Sunday, January 1, 2012 Tuesday, January 1, 2013 Pacing Key Base Sales Margin
  20. 20. Where to Sell
  21. 21. Region Current Market Size (nos.) Average last 12M Average last 6M Average last 1M 21 Market Size Estimation – Product wise Region SOM last 12M SOM last 6M SOM last 1M SOM of Market Leader
  22. 22. Rural Go to Market
  23. 23. Background Work

×