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Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 2
Strategic framework for product concepts & dev...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 3
Product Development Roadmap
Business Model/Bri...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 4
Product Development Roadmap
Business Model/Bri...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 5
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RESEARCH
INSIGHTS
CUSTOMER PERSONAS
PRODUCT ...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 6
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RESEARCH
INSIGHTS
CUSTOMER PERSONAS
PRODUCT ...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 7
Business model (business case) vs. use case
A ...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 8
SWOT
WeaknessesStrengths
Opportunities Threats...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 9
Lean business model (business use case)
Proble...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 10
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RESEARCH
INSIGHTS
CUSTOMER PERSONAS
PRODUC...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 11
Strategic Process
RESEARCH
Findings
Insights
...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 12
Research options (options w/in product lifecy...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 13
Research objectives
Helps inform…..
Understan...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 14
Research methodology
Qualitative Quantitative...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 15
Top findings
Main theme What it means
Main th...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 16
16
RESEARCH
CUSTOMER PERSONAS
PRODUCT CONCEPT...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 17
Pyramid of understanding
Source: Sawhney, Moh...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 18
Findings vs insight
Statement of fact
FINDING...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 19
XXXXXXXXXXX
• Xxxxxxx
• Xxxxxxxxxxx
• Xxxxxxx...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 20
Insights
XXXXXX
Product
Concept
What is the m...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 21
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RESEARCH
INSIGHTS
CUSTOMER PERSONAS
PRODUC...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 22
“xxxxxxxx”
NEEDS
[What they want]
ATTITUDES
[...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 23
Customer persona template
Name of customer se...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 24
24
“Alex at the Agency” (strategist)
28-40 yr...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 25
25
RESEARCH
INSIGHTS
CUSTOMER PERSONAS
BUSINE...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 26
What is a product concept?
CORE
EXPECTED
AUGM...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 27
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Value proposition
FIRST SENTENCE: Value of...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 28
Product concept: core
Business Opportunity Va...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 29
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System Integration:
• xxxxx
Additional sof...
Use Case
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 31
Business model (business case) vs. use cases
...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 32
32
Use case
Custom content
Sponsored and
Cust...
A FEW FINAL THOUGHTS
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 34
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We will always love our own ideas. Put eno...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 35
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1. Build a strong team of strategy, UX and...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 36
36
I believe in sharing what we learn with
ot...
Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 37
Connect with us for digital success.
Jess Sei...
Product Development: Strategic Planning Framework
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Product Development: Strategic Planning Framework

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Strategic framework for product development. Know why you're building something and make it meaningful. Focus on research, insights, customer personas, product concepts and use cases.

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Product Development: Strategic Planning Framework

  1. 1. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 2 Strategic framework for product concepts & development. Know why you're building something. Make it meaningful. Build for the customer. Enjoy!
  2. 2. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 3 Product Development Roadmap Business Model/Brief User research Insights Concept ideation Value Proposition Features Experience MVP Prioritization (minimally viable product) Concept Design, Testing and Development Prototype User testing Release & Installation User feedback Refinements Feasibility and market validation research Use customer feedback to refine & optimize future product releases Creative, Marketing & Sales Branding, logo, comms plan, distribution Functional Requirements (MVP product concept) Hypothesis Use case(s) Usability goals
  3. 3. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 4 Product Development Roadmap Business Model/Brief User research Insights Concept ideation Value Proposition Features Experience MVP Prioritization (minimally viable product) Concept Design, Testing and Development Prototype User testing Release & Installation User feedback Refinements Feasibility and market validation research Use customer feedback to refine & optimize future product releases Creative, Marketing & Sales Branding, logo, comms plan, distribution Functional Requirements (MVP product concept) Hypothesis Use case(s) Usability goals This framework focuses on the upfront product development strategy, not the execution
  4. 4. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 5 5 RESEARCH INSIGHTS CUSTOMER PERSONAS PRODUCT CONCEPT & USE CASES 5 BUSINESS MODEL 4 3 2 1
  5. 5. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 6 6 RESEARCH INSIGHTS CUSTOMER PERSONAS PRODUCT CONCEPT & USE CASES 5 4 3 2 BUSINESS MODEL 1
  6. 6. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 7 Business model (business case) vs. use case A use case represents an objective the user wants to achieve with a system. A use case analysis is a major technique used to find out the functional requirements of a software system. It can be in text form, or be visualized in a use case diagram. The beauty of use case is that it aims at describing a system from external usage viewpoint, rather than from developer's perspective. Therefore, writing use case can be the deciding factor for building a system that meets users' needs. Business model/use case Use Case The Lean Business Model Canvas, is a strategic management tool. It allows you to ie: describe, design, challenge, invent, and pivot your product or business model. Business plans take too long to write, are seldom updated, and almost never read by others but documenting your hypotheses is key. Lean Canvas solves this problem using a 1-page business model that takes under 20 minutes to create. Includes: Problem, solution, value proposition, unfair advantage, customer segments, channels, key metrics, cost structure and revenue streams.
  7. 7. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 8 SWOT WeaknessesStrengths Opportunities Threats Internal: what positives do you have within your organization or existing products and services? Internal: what negatives/challenges and barriers does your company have within your own organization, products, services? External: what shifting market demands or customer behaviors offer your company the availability to create new products of services? External: what environmental shifts, barriers or competition do you face when creating new products and services?
  8. 8. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 9 Lean business model (business use case) Problem Solution Key Metrics Cost Structure Revenue Stream Value Proposition Unfair Advantage Customer Segments Channels What are you solving? Top 3 issues Top 3 features Single clear compelling message that states why you are different and worth paying attention to Cant easily be bought of replicated Path to customers Target customers Key activities you are measuring Customer acquisition costs Distribution costs Hosting Staff/overhead Expenses Revenue Model Lifetime value of customer Expected Revenue Gross Margin Adapted from Ash Maurya PRODUCT MARKET
  9. 9. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 10 10 RESEARCH INSIGHTS CUSTOMER PERSONAS PRODUCT CONCEPT & USE CASES 5 BUSINESS MODEL 4 3 2 1
  10. 10. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 11 Strategic Process RESEARCH Findings Insights Customer personas Opportunities & product concept Gauge customer context: attitudes and behaviors, needs, wants and motivators
  11. 11. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 12 Research options (options w/in product lifecycle) Secondary research: cultural, social, category, brand media, tech and consumer trends strategy positioning Idea creative UX post-launch qualitativequantitative Customer ATU (attitudes & usage) Brand Awareness Customer Segmentation Customer Social monitoring Client and Stakeholder Interviews Customer Focus groups ethnographies Positioning validation Positioning validation survey Customer validation testing Creative consumer ideation Concept validation testing Message validation Concept validation survey Customer experience mapping Usability testing/protot yping Visitor intercept study Customer satisfaction Brand tracking study Customer Social monitoring
  12. 12. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 13 Research objectives Helps inform….. Understand customer attitudes & behaviors who objective #3 why objective #1 what objective #2 how So we can.... Build customer personas EXPECTED OUTCOME EXPECTED OUTCOME EXPECTED OUTCOME
  13. 13. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 14 Research methodology Qualitative Quantitative Primary ATU: online survey or other Inclusion Criteria: • xxx • xxx N: xx ETA Field date: xxxx Primary ATU: in person or phone IDIs Inclusion Criteria: • xxxx • xxxx N: xxx ETA Field date: xxxx Secondary: type of syndicated research Topic: • Xxx • Xxx • xxx Secondary ATU: xxxxxx Inclusion Criteria: • xxxx ETA Field date: xxxxxx
  14. 14. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 15 Top findings Main theme What it means Main theme What it means Main theme What it means Main theme What it means Main theme What it means
  15. 15. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 16 16 RESEARCH CUSTOMER PERSONAS PRODUCT CONCEPT & USE CASES 5 BUSINESS MODEL 4 2 1 INSIGHTS 3
  16. 16. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 17 Pyramid of understanding Source: Sawhney, Mohan. "Research That Produces Consumer Insights." Kellogg School of Management, Evanston. 22 Oct. 2003. Lecture. INFORMATION [Facts] FINDINGS [Stated] INSIGHT [Not stated] DATA [Chunks of raw data points ]
  17. 17. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 18 Findings vs insight Statement of fact FINDING (the “what”) INSIGHT (the “why”) Expressed as a want, need, belief or feeling Offersan “aha” Creates a fresh perspective Example: 75% of coffee drinkers drink brand X because they like the taste of it Example: Busy on-the-go coffee drinkers desire a quiet moment of peace and calm
  18. 18. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 19 XXXXXXXXXXX • Xxxxxxx • Xxxxxxxxxxx • Xxxxxxxxx • xxxxxxx INSIGHT What is the want, need, belief or feeling? Why it works (rationale) Insights
  19. 19. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 20 Insights XXXXXX Product Concept What is the market opportunity? What is the brand/product differentiator? What does the customer need? XXXXXX XXXXXX
  20. 20. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 21 21 RESEARCH INSIGHTS CUSTOMER PERSONAS PRODUCT CONCEPT & USE CASES 5 BUSINESS MODEL 4 3 2 1
  21. 21. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 22 “xxxxxxxx” NEEDS [What they want] ATTITUDES [What they think] BEHAVIORS [What they do] MOTIVATE [What will move them] Opportunities Customer persona worksheet
  22. 22. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 23 Customer persona template Name of customer segment Photo Demographics Description of customer represents their attitudes, behaviors and mindset. What are their motivators, emotional triggers and needs Goals Barriers Opportunities “Quote”
  23. 23. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 24 24 “Alex at the Agency” (strategist) 28-40 yrs old 6-10 yrs in industry Alex has spent time in client services before transitioning to strategy. He use syndicated reports to identify trends and is a catalyst for innovation with his team & clients. He is curious and optimistic; likes to test into new opportunities to see how they perform. He is focused on creating impactful touchpoints that drive customer engagement . He wants creative flexibility to deliver the right message, to the right person, on the right screen. Goals: Impactful engagement Barriers: Inflexible creative Opportunities: Present a strategic opportunity for my brand “I know it fits with the plan, help me visualize how it would work”
  24. 24. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 25 25 RESEARCH INSIGHTS CUSTOMER PERSONAS BUSINESS MODEL 4 3 2 1 PRODUCT CONCEPT & USE CASES 5
  25. 25. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 26 What is a product concept? CORE EXPECTED AUGMENTED Business Opportunity Value Proposition Features Functionality Channels Metrics & Reporting The future potential product: fully realized that meets customer needs and expectations. extends quality, price, delivery, value and defers significantly from customer costs (future releases) What the customer expects they would get: features, basic price, delivery and quality (MVP) and internal mandatories needed to realize the products Base product: The prioritized components Marketing & Sales Revenue & Pricing model (single, SaaS license or subscription) Additional software needed (contingencies) Training & Implementation System integration Tailored/segmented sales efforts User research and validation Extended Marketing & Sales Service & Support Teams or functions Partnerships Resources & headcount
  26. 26. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 27 27 Value proposition FIRST SENTENCE: Value of the offering FOR xxxxxx WHO xxxxxx OUR (product/ service name) IS… xxxxxxx THAT xxxxxxx SECOND SENTENCE: Positioning the value UNLIKE xxxxxx OUR PRODUCT xxxxxx BECAUSE OF OUR xxxxxxx
  27. 27. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 28 Product concept: core Business Opportunity Value Proposition Features/Functionality Delivery xxxxx xxxxx xxxxxx xxxxxx
  28. 28. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 29 29 System Integration: • xxxxx Additional software needed (internal): • xxxxx Training and Implementation (internal): • xxxxx Training and Implementation (external): • xxxxx Resources/ headcount: • xxxxxx Revenue and Pricing Model: • xxxxx Deliverable Format: • xxxxxx Marketing and Sales: • xxxx Resources & headcount What the customer expects; ie: features, basic price, delivery and quality internal mandatories to realize the product: Product concept: expectations
  29. 29. Use Case
  30. 30. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 31 Business model (business case) vs. use cases A use case represents an objective the user wants to achieve with a system. A use case analysis is a major technique used to find out the functional requirements of a software system. It can be in text form, or be visualized in a use case diagram. The beauty of use case is that it aims at describing a system from external usage viewpoint, rather than from developer's perspective. Therefore, writing use case can be the deciding factor for building a system that meets users' needs. Business model Use Case The Lean Business Model Canvas, is a strategic management tool. It allows you to ie: describe, design, challenge, invent, and pivot your business model. Business plans take too long to write, are seldom updated, and almost never read by others but documenting your hypotheses is key. Lean Canvas solves this problem using a 1-page business model that takes under 20 minutes to create. Includes: Problem, solution, value proposition, unfair advantage, customer segments, channels, key metrics, cost structure and revenue streams.
  31. 31. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 32 32 Use case Custom content Sponsored and Custom content Marketing automation platform Input content, apply targeting criteria - Phase 3 marketing automation platform - Retargeting- Time of day/device - Interoperability with marketing automation platform - Hubspot *EXAMPLE* Use cases are unique to the product or system you are building
  32. 32. A FEW FINAL THOUGHTS
  33. 33. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 34 34 We will always love our own ideas. Put enough budget & time aside for research. Support your hypothesis.
  34. 34. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 35 35 1. Build a strong team of strategy, UX and technology. 2. Pursue iterative, and lean planning. 3. Research & validation should drive future strategy. 4. Ensure your product can scale to market demands.
  35. 35. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 36 36 I believe in sharing what we learn with others and hope you found this insightful. Questions? Tweet @jaeselle
  36. 36. Strategic Framework for Product Development | Jess Seilheimer | @jaeselle 37 Connect with us for digital success. Jess Seilheimer Cretegic jess@jaeselle.com @jaeselle http://cretegic.com/ Founder and Chief Strategy Officer I live at the intersection of thinking and doing within marketing, innovation, technology, culture, people and their behaviors & experiences. 14+ years traditional and digital marketing and advertising, strategic planning, product and business development experience within CPG, Retail, health & wellness, technology and pharmaceutical verticals; US & Global. Notable clients: AT&T, Birdi, Walgreens, Bausch & Lomb, Nestle, All Free Clear, Faculty, Kedalion, Welldoc, Medtronic, Sanofi and Genentech. Active influencer on digital/social trends, a guest lecturer at Columbia Business School and has been published in Alleywatch, eConsultancy and Medical Marketing & Media. My POVs on digital marketing can be found at http://jaeselle.com/ and http://Alleywatch.com and http://www.slideshare.net/jaeselle Specialties: • Business planning and development • Insights, marketing strategy and communications • Positioning • Branding • Market research • Creative campaign development • Content strategy • Digital Innovation, emerging platform partnerships, planning and activation • Data & analytics attribution modeling and reporting

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