Product Strategy

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Company or Product Portfolio Strategy

What should we build?

What trade-offs should we consider?

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  • 4/3/08 Stanford Continuing Studies: Bus100 - Building Software Products
  • Product Strategy

    1. 1. What should we build? What trade-offs should we consider? Company or Product Portfolio Strategy JohnGibbon.com
    2. 2. <ul><li>Where should we go? </li></ul><ul><li>Why will we be successful there? </li></ul><ul><li>How do we get there? </li></ul>Company or Product Portfolio Strategy
    3. 3. <ul><li>Where Should We Go? </li></ul><ul><li>-Market Analysis </li></ul><ul><li>-Financial Plan </li></ul><ul><li>-Success Metrics </li></ul>
    4. 4. <ul><li>Market and Competitive Analysis </li></ul><ul><li>-Clients </li></ul><ul><li>-Industry Experts </li></ul><ul><li>-Internet </li></ul>
    5. 5. <ul><li>Financial Plan </li></ul><ul><li>-Costs </li></ul><ul><li>-Benefits </li></ul>
    6. 6. <ul><li>Success Metrics </li></ul><ul><li>-Revenue </li></ul><ul><li>-Market Share </li></ul><ul><li>-New Users </li></ul><ul><li>-Increase Usage </li></ul><ul><li>-Increased Customer Satisfaction: NPS </li></ul><ul><li>-Other? </li></ul>
    7. 7. <ul><li>Why will we be successful there? </li></ul><ul><li>-Core Competencies / Differentiation </li></ul><ul><li>-Mission </li></ul><ul><li>-Competitive Analysis </li></ul>
    8. 8. <ul><li>How do we get there? </li></ul><ul><li>-Financial / Dev Plan </li></ul><ul><li>-Tech Strategy </li></ul><ul><li>-Partnering Strategy </li></ul>
    9. 9. But rarely do we play on green fields .. …
    10. 10. <ul><li>New Product vs. Mature Product </li></ul><ul><li>New Market vs. Existing Market </li></ul><ul><li>Short Term vs. Long Term Revenue </li></ul><ul><li>Usage vs. Revenue </li></ul><ul><li>Client A vs. Client B </li></ul><ul><li>Research vs. Development </li></ul><ul><li>High Risk vs. Low Risk </li></ul><ul><li>You have to make trade-offs: </li></ul>And you can use some of the following frameworks to help you:
    11. 11. The Boston Consulting Group’s Growth-Share Matrix Accelerate a Few Divest Most Liquidate Harvest Invest 20%- 18%- 16%- 14%- 12%- 10%- 8%- 6%- 4%- 2%- 0 Market Growth Rate 10x 4x 2x 1.5x 1x Relative Market Share .5x .4x .3x .2x .1x Dogs 8 7 3 ? Question marks ? ? 2 1 Cash cows 6 Stars 5 4
    12. 12. Ansoff Matrix: Product Strategy Market Penetration Product Development Market Development Diversification Current Products Future Products Current Markets Future Markets

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