Product Strategy Margaret Dawson, Vice President, Product Management & Marketing December 6, 2012The Revolutionary Cloud S...
A technologist’s dream    Build it and they will come . . . .2            The Revolutionary Cloud Storage Network   www.sy...
Great products DO take a great idea    And great engineering, design and coding!3           The Revolutionary Cloud Storag...
But it takes much more    Just some of the important questions:    ➡ What is the problem you are solving?    ➡ Who is the ...
12 Steps to Product Success   The Revolutionary Cloud Storage Network   www.symform.com
1. Have a Vision!    The Revolutionary Cloud Storage Network   www.symform.com
I have a dream . . . .7          The Revolutionary Cloud Storage Network   www.symform.com
Symform Vision in the Beginning      To make cloud storage the same price as local      storage8          The Revolutionar...
Symform Vision today (3 years later)      to build the world’s first “Exabyte Factory” by      crowdsourcing data storage ...
2. Do Your Research   The Revolutionary Cloud Storage Network   www.symform.com
Many companies NEVER do market research11         The Revolutionary Cloud Storage Network   www.symform.com
Overall SaaS Integration Market Opportunity        $3B+ market opportunity for SaaS-based integration and        file tran...
PO & Invoices Top Integration Processes     Customer Business Processes they Integrate today (check all that apply)     60...
Top 3 Priorities When Considering Cloud?Data Protection, Self-Management & Scalability Top the List80%        70%70%60%50%...
Cloud Storage & Backup Market                               •   Very large & noisy – large vendors                        ...
3. Understand the Market &     the Competition  The Revolutionary Cloud Storage Network   www.symform.com
First or Later to Market?     ➡Being first doesn’t matter if nobody needs/wants the      product     ➡Being later to marke...
4. Choose Your Market   Niche   The Revolutionary Cloud Storage Network   www.symform.com
Find a place to succeed     I skate to where the puck is going,     not where it’s been!                                  ...
5. Know the Target Customer       & Their Pain   The Revolutionary Cloud Storage Network   www.symform.com
Who is our target customer?     Small and Medium Businesses (SMB)      Prosumer                        SMB Small          ...
What pain do our target customers have?     ➡ Data growing faster than their business     ➡ High cost and overhead to mana...
What scenarios will they use us for?     1. Offsite storage & backup     2. Backup Disaster Recovery (BDR)23           The...
Who is our target customer today?     Prosumer                        •   Individual business owner or hobbyist           ...
Who is our target customer today?     Small SMB                    • Largest group of SMBs                                ...
Who is our target customer today?     Medium SMB                 • Usually has internal IT department but                 ...
6. Identify a Go To Market /   Channel    The Revolutionary Cloud Storage Network   www.symform.com
What is our go-to-market strategy?        RESELLERS                   ATTACH                    DIRECT                VIRA...
Value proposition by Go To Market     RESELLERS                       ATTACH                    DIRECT                    ...
7. Build a Prototype    The Revolutionary Cloud Storage Network   www.symform.com
Find a Champion(s) & Validate31         The Revolutionary Cloud Storage Network   www.symform.com
And hit the road     ➡ Show it to everyone you trust     ➡ Get meetings with angel investors     ➡ Get people to play with...
Update your product plan     ➡ If they don’t like it, start over      ➡ Incorporate feedback and do your product plan33  ...
Do a resource assessment     ➡ Do you have the skill set needed? Really?     ➡ Can you get help?     ➡ Do you need more mo...
8. Build a BASELINE product   The Revolutionary Cloud Storage Network   www.symform.com
What’s the BASELINE product?     ➡ Start with basic feature set     ➡ Don’t over-engineer     ➡ Go back to your research36...
Get the Beta out there quickly     ➡Faster to market with a ‘good enough’ product is better      than a perfect product to...
Find early adopters     ➡ Get the beta out to as many people as possible     ➡ Make noise everywhere     ➡ If you have no ...
Good Examples of Simple Base Product39         The Revolutionary Cloud Storage Network   www.symform.com
And not so much . . .40          The Revolutionary Cloud Storage Network   www.symform.com
9. Build V1.0 with Feedback   The Revolutionary Cloud Storage Network   www.symform.com
Show You Listened!!     ➡ Even if you change just one thing, make a big deal about it, and       show that you listened to...
10. Believe in Marketing    The Revolutionary Cloud Storage Network   www.symform.com
Entrepreneurs often “forget” marketing     ➡ PR can be most powerful and cheapest marketing tool     ➡ Combine with social...
Marketing is now all about digital content45          The Revolutionary Cloud Storage Network   www.symform.com
11. Stick to your Strategy    while being Agile    The Revolutionary Cloud Storage Network   www.symform.com
Stick with your strategy     ➡ Don’t change your pricing, product positioning, messaging, and       channel too frequently...
But be Agile     ➡ Know when to make adjustments     ➡ Competitive pressures might cause it     ➡ If something just doesn’...
The Product Plan     A Balancing Act                        Increase                        Innovation                    ...
12. Use Metrics!    The Revolutionary Cloud Storage Network   www.symform.com
Measure key indicators     Everyone should be metrics driven     ➡ Market share     ➡ Topline revenue and bottom line     ...
Thank You               margaret@symform.com                       @seattledawsonCloudNOW                                 ...
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Mdawson product strategy preso geek girls 12 7-12 sanitized

  1. 1. Product Strategy Margaret Dawson, Vice President, Product Management & Marketing December 6, 2012The Revolutionary Cloud Storage Network The Revolutionary Cloud Storage Network www.symform.com
  2. 2. A technologist’s dream Build it and they will come . . . .2 The Revolutionary Cloud Storage Network www.symform.com
  3. 3. Great products DO take a great idea And great engineering, design and coding!3 The Revolutionary Cloud Storage Network www.symform.com
  4. 4. But it takes much more Just some of the important questions: ➡ What is the problem you are solving? ➡ Who is the product for? ➡ Do they need it? ➡ How much would they pay for it? ➡ Is somebody already doing it? ➡ Are those competitors doing well? How well? ➡ How do we keep growing?4 The Revolutionary Cloud Storage Network www.symform.com
  5. 5. 12 Steps to Product Success The Revolutionary Cloud Storage Network www.symform.com
  6. 6. 1. Have a Vision! The Revolutionary Cloud Storage Network www.symform.com
  7. 7. I have a dream . . . .7 The Revolutionary Cloud Storage Network www.symform.com
  8. 8. Symform Vision in the Beginning To make cloud storage the same price as local storage8 The Revolutionary Cloud Storage Network www.symform.com
  9. 9. Symform Vision today (3 years later) to build the world’s first “Exabyte Factory” by crowdsourcing data storage over the Internet and creating the largest global “virtual” data center.9 The Revolutionary Cloud Storage Network www.symform.com
  10. 10. 2. Do Your Research The Revolutionary Cloud Storage Network www.symform.com
  11. 11. Many companies NEVER do market research11 The Revolutionary Cloud Storage Network www.symform.com
  12. 12. Overall SaaS Integration Market Opportunity $3B+ market opportunity for SaaS-based integration and file transfer as well as high value-added brokerage services for partners Cloud Broker Services File $200M Transfer as a Service B2B $500M Integration as a Service $2BSource: Gartner & Forrester Reports and Hubspan Analysis. 2012 Market Forecast Hubspan Confidential
  13. 13. PO & Invoices Top Integration Processes Customer Business Processes they Integrate today (check all that apply) 60% 50% 48% 47% 41% 39% 39% 40% 33% 31% 30% 23% 20% 18% 10% 0% Source: Hubspan Application & Integration Survey, 201113
  14. 14. Top 3 Priorities When Considering Cloud?Data Protection, Self-Management & Scalability Top the List80% 70%70%60%50% 45% 45%40% 38% 32%30% 29% 21%20%10% 8%0% Ability to Easy to Self Easy Fast on- Data "Pay as I go" Requires no Other Secure Data Manage scalability ramping of Recovery Pricing Model Capital partners capability Expense14 Source: Hubspan Cloud Usage Survey, 2010
  15. 15. Cloud Storage & Backup Market • Very large & noisy – large vendors • Predatory pricing Consumer • Low value add • Average data stored 10-50GB • Single-digit penetration • All players promising revenue here Mid-Market • Economics still broken • Data protection equates business existence • Average data stored 500GB – 10TB • Minimal penetration • Pain around very high costs of all storage Enterprise • Advanced security & privacy vital • Data protection required for compliance & governance • Average data stored in the Petabytes15 The Revolutionary Cloud Storage Network www.symform.com
  16. 16. 3. Understand the Market & the Competition The Revolutionary Cloud Storage Network www.symform.com
  17. 17. First or Later to Market? ➡Being first doesn’t matter if nobody needs/wants the product ➡Being later to market is fine if you can: • Improve on what’s out there • Take a different twist on it • Hit a different part of the market17 The Revolutionary Cloud Storage Network www.symform.com
  18. 18. 4. Choose Your Market Niche The Revolutionary Cloud Storage Network www.symform.com
  19. 19. Find a place to succeed I skate to where the puck is going, not where it’s been! Wayne Gretzky19 The Revolutionary Cloud Storage Network www.symform.com
  20. 20. 5. Know the Target Customer & Their Pain The Revolutionary Cloud Storage Network www.symform.com
  21. 21. Who is our target customer? Small and Medium Businesses (SMB) Prosumer SMB Small SMB Medium 0 – 4 employees 5 – 99 employees 100 – 499 employees21 The Revolutionary Cloud Storage Network www.symform.com
  22. 22. What pain do our target customers have? ➡ Data growing faster than their business ➡ High cost and overhead to manage and protect data ➡ Compliance and governance requirements ➡ Tight budgets ➡ Lack of resources force target customers to prioritize / lifeboat data that is backed up ➡ Minimal to no internal IT resources ➡ At risk SMBs that are not protected by a larger entity’s backup procedures22 The Revolutionary Cloud Storage Network www.symform.com
  23. 23. What scenarios will they use us for? 1. Offsite storage & backup 2. Backup Disaster Recovery (BDR)23 The Revolutionary Cloud Storage Network www.symform.com
  24. 24. Who is our target customer today? Prosumer • Individual business owner or hobbyist • Relies on word of mouth • Minimal to no IT experience • Has lots of valuable data • Typical industries would be:  Photographer  Graphic Designer  Architect  Lawyer Sally Photographer • Might need to work with IT service Best Images provider • Very budget sensitive24 The Revolutionary Cloud Storage Network www.symform.com
  25. 25. Who is our target customer today? Small SMB • Largest group of SMBs • Once 50 employees, probably has at least one internal IT person • Struggles to stay current in multiple fields • Typical industries would be:  Healthcare Offices  Engineering firms (CAD/CAM)  Advertising / marketing  Technology companies • Only doing local backup and swap Mike Network/IT Guy • Owner approves all IT decisions Tri Valley Clinics • Should be working with IT consultant/service provider25 The Revolutionary Cloud Storage Network www.symform.com
  26. 26. Who is our target customer today? Medium SMB • Usually has internal IT department but under staffed and minimal budget • Networks with peers for ideas and recommendations • Embracing the cloud to obtain next generation solutions and save dollars • Already uses SaaS applications • Trying to figure out data management, backup, DR, etc. Steve • Typical industries would be: IT Manager  Healthcare Organizations Cool Designs  Large engineering firms (CAD/CAM)  Technology Companies  Manufacturing26 The Revolutionary Cloud Storage Network www.symform.com
  27. 27. 6. Identify a Go To Market / Channel The Revolutionary Cloud Storage Network www.symform.com
  28. 28. What is our go-to-market strategy? RESELLERS ATTACH DIRECT VIRAL • Managed Service • NAS Devices • To the SMB or • Freemium and Provider • Storage Devices Prosumer word of mouth to • IT Consultants • Other solutions • Focus on mid- drive nodes on • Technology Service size to minimize the network Companies channel conflict28 The Revolutionary Cloud Storage Network www.symform.com
  29. 29. Value proposition by Go To Market RESELLERS ATTACH DIRECT VIRAL • Higher margins  Adds instant cloud  Great price  FREE • Easy to deploy storage offering  Flat fee pricing  Invite friends • Instant Restore  High Margins eliminates escalating  Cool technology  Increases value costs • Handles large data  More value when volumes their customers can  User licenses cover collaboration is obtain from their multiple devices added • Leading data protection & solutions security (Resilient Storage  Works with your Architecture)  Competitive existing local differentiation infrastructure • Can Contribute on behalf of customers  Runs automatically in the background, self- • Complements MSP monitoring, self-healing management and customer backup solutions  Secure29 The Revolutionary Cloud Storage Network www.symform.com
  30. 30. 7. Build a Prototype The Revolutionary Cloud Storage Network www.symform.com
  31. 31. Find a Champion(s) & Validate31 The Revolutionary Cloud Storage Network www.symform.com
  32. 32. And hit the road ➡ Show it to everyone you trust ➡ Get meetings with angel investors ➡ Get people to play with it, break it, use it ➡ Identify a few “target customers” and get them to review it in exchange for free product, early releases, whatever32 The Revolutionary Cloud Storage Network www.symform.com
  33. 33. Update your product plan ➡ If they don’t like it, start over  ➡ Incorporate feedback and do your product plan33 The Revolutionary Cloud Storage Network www.symform.com
  34. 34. Do a resource assessment ➡ Do you have the skill set needed? Really? ➡ Can you get help? ➡ Do you need more money to get it off the ground?34 The Revolutionary Cloud Storage Network www.symform.com
  35. 35. 8. Build a BASELINE product The Revolutionary Cloud Storage Network www.symform.com
  36. 36. What’s the BASELINE product? ➡ Start with basic feature set ➡ Don’t over-engineer ➡ Go back to your research36 The Revolutionary Cloud Storage Network www.symform.com
  37. 37. Get the Beta out there quickly ➡Faster to market with a ‘good enough’ product is better than a perfect product to market too late37 The Revolutionary Cloud Storage Network www.symform.com
  38. 38. Find early adopters ➡ Get the beta out to as many people as possible ➡ Make noise everywhere ➡ If you have no money, use social media, friends, family ➡ Create a forum, facebook page, etc., so people can leave comments ➡ Spend a little money to “launch” the product at an event where you’ll know there will be media38 The Revolutionary Cloud Storage Network www.symform.com
  39. 39. Good Examples of Simple Base Product39 The Revolutionary Cloud Storage Network www.symform.com
  40. 40. And not so much . . .40 The Revolutionary Cloud Storage Network www.symform.com
  41. 41. 9. Build V1.0 with Feedback The Revolutionary Cloud Storage Network www.symform.com
  42. 42. Show You Listened!! ➡ Even if you change just one thing, make a big deal about it, and show that you listened to your beta customers ➡ V 1.0 (or a promised roadmap) needs to address biggest concerns and requests42 The Revolutionary Cloud Storage Network www.symform.com
  43. 43. 10. Believe in Marketing The Revolutionary Cloud Storage Network www.symform.com
  44. 44. Entrepreneurs often “forget” marketing ➡ PR can be most powerful and cheapest marketing tool ➡ Combine with social media ➡ Invest in a product marketing person EARLY in the process ➡ Get coaching if you are not a good spokesperson ➡ Get OUT there: Blog, Tweet, Speak, etc.44 The Revolutionary Cloud Storage Network www.symform.com
  45. 45. Marketing is now all about digital content45 The Revolutionary Cloud Storage Network www.symform.com
  46. 46. 11. Stick to your Strategy while being Agile The Revolutionary Cloud Storage Network www.symform.com
  47. 47. Stick with your strategy ➡ Don’t change your pricing, product positioning, messaging, and channel too frequently ➡ Give your strategy time to prove true and work or not47 The Revolutionary Cloud Storage Network www.symform.com
  48. 48. But be Agile ➡ Know when to make adjustments ➡ Competitive pressures might cause it ➡ If something just doesn’t work right ➡ Add incremental improvements quickly ➡ Listen to your customers!!48 The Revolutionary Cloud Storage Network www.symform.com
  49. 49. The Product Plan A Balancing Act Increase Innovation and Revenue: Decrease Risk & Randomization49
  50. 50. 12. Use Metrics! The Revolutionary Cloud Storage Network www.symform.com
  51. 51. Measure key indicators Everyone should be metrics driven ➡ Market share ➡ Topline revenue and bottom line ➡ Customer satisfaction ➡ Uptime or other reliability metrics ➡ Release on time ➡ Number of users or licenses ➡ Share of voice ➡ Web traffic ➡ Conversion rates ➡ Churn rates51 The Revolutionary Cloud Storage Network www.symform.com
  52. 52. Thank You margaret@symform.com @seattledawsonCloudNOW Cloud ConnectSteering Committee Advisory Council The Revolutionary Cloud Storage Network www.symform.com

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