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Product vision

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Product vision

  1. 1. Day 2: Product Vision
  2. 2. Overview Part 1: Every product needs a vision Part 2: The product vision board Part 3: How to use the product visionboard
  3. 3. Every project needs a vision
  4. 4. A vision?“Would you tell me, please, which way I ought togo from here?""That depends a good deal on where you wantto get to.""I dont much care where –""Then it doesnt matter which way you go.”― Lewis Carroll, Alice in Wonderland
  5. 5. A vision?= know where you’re going= create the same productPeople always have an idea in their head,but is it the same as yours?
  6. 6. Goal Clear overview of product Better presentation, pitch, alignmentwithin team Clearer statement towards customers,partners, investors, … Limit scope, create focus Be more efficient
  7. 7. The product vision board
  8. 8. Product vision board
  9. 9. Target group= who are you creating the product for= who will use it & who will pay for it The right size Discoverable Specific enough / not to specific Several smaller groups / one large group
  10. 10. Target groupWhat is their gender?
  11. 11. Target groupWhere do they live?
  12. 12. Target groupAre they rich,poor or inbetween?
  13. 13. Target groupAre theytrendsettersor old-fashioned?
  14. 14. Target groupWhat istheir age?
  15. 15. Target groupWhat is theirintellectuallevel?
  16. 16. Needs= which needs & wants of the target groupis your product fulfilling Mapped to target groups Dig to the most basic need (5 why’s) Difficult to find the exact need Emotion
  17. 17. NeedsNeed versus wantAntibiotic - People die without itAspirin - Makes people feel betterVitamin - Prevents people to get sickHomeopathy - Makes people believe they will get better
  18. 18. Product= what are your USP’s Mapped to needs & target groups Top 3-5 features / method Differentiators
  19. 19. Product
  20. 20. Value= what is the value of your product to thetarget groups (based in their needs) Money Emotion / feelings Business value Better, faster, cheaper, …
  21. 21. ValueIt saves time,betterperformance
  22. 22. ValueMore childfriendly thanothers
  23. 23. ValueBetter security,morethrustworthy
  24. 24. ValueMore comfort,higher usability
  25. 25. Value Cheaper, moreprofits
  26. 26. Competitors and alternatives= who will they compare you with Similar products / services How it’s done now Alternatives that can be used
  27. 27. Competitors and alternatives
  28. 28. Vision statement= short sentence to give a first impression Granny proof! What – why – who – how 1-2 sentence introduction Remember it What the world will look like if you’ve changedit
  29. 29. Vision statementDyson hot + coolFastest whole room heating inwinter. High velocity air tocool in summer.
  30. 30. Vision statementiPhone 5Loving it is easy. That’s whyso many people do.
  31. 31. Vision statementMicrosoft Windows 8More beautiful, more flexible,more you. And very, veryfast.
  32. 32. How to use the product visionboard
  33. 33. GoalOne look at the product vision boardshould explain most of your product.One look should be enough to get a roughidea of what you’re doing.
  34. 34. Practical Use post-its! Start with the section you know best Iterate several times (now + later) Hang it in your office
  35. 35. Questions?

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