3

386 views

Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

3

  1. 1. 三位一體: 談成功的產品規劃 A case journal of a new product from birth to success Eva Chen   陳怡樺 趨勢科技集團科技長 2003. 4 .1
  2. 2. 三位一體的產品規劃 公司策略方向 與特長 顧客需求 新技術 Connect them
  3. 3. 軟體產品的生長日記 <ul><li>Product strategy forming </li></ul><ul><li>Product planning and design </li></ul><ul><li>Product development </li></ul><ul><li>Product launching </li></ul><ul><li>Product renew, upgrade, or end of life </li></ul>程序,組織,例子
  4. 4. Part 1: Product strategy Forming
  5. 5. Strategic Planning Process 6-12 Months 18 Months 24 Months Company Strategy Product Strategy Channel Strategy Marketing Strategy Yearly Objectives Product Roadmap Tech Dev Strategy Partnering Strategy Marketing Plan
  6. 6. Factor Influence Software Business Model Software Business Economics Technology Users Revenue Model What’s not free? Changing distribution model Micro segmentation of market Highly Dynamic Business behavior Standardized IP network Declined communication cost Agents Server Centric Computing Manufacture vs. Service model Sales Value vs. Use value How the value is caculated? Personalization Operating company different from the User company Mobility of the user (Platfrom, machine independent) Easy deployment and use
  7. 7. 公司策略與專長 <ul><li>充分瞭解公司的大方向 ── 擴張 (Diversify)? 專精? </li></ul><ul><li>充分瞭解公司的特長 ── 別叫一個造汽車的公司去賣可樂。 </li></ul><ul><ul><li>研發:公司智庫有哪些?有多深? </li></ul></ul><ul><ul><li>製造:產能,機器投資。 </li></ul></ul><ul><ul><li>行銷:現有的行銷網,直銷?分銷?零售? </li></ul></ul><ul><ul><li>客戶層:公司客戶?個人戶? </li></ul></ul>
  8. 8. 技術走向 <ul><li>What is hot now? </li></ul><ul><li>New technology available? </li></ul><ul><ul><li>Maturity of the technology </li></ul></ul><ul><ul><li>Use case of the technology </li></ul></ul><ul><li>Availability of the person that can master the technology. </li></ul><ul><li>Competitor’s technology </li></ul><ul><li>Customer acceptance of the new technology </li></ul>
  9. 9. Is there a dramatic Change in the air? <ul><li>Distinguish if there is a disruptive technology or a sustaining technology? </li></ul><ul><li>Disruptive technology: Brand new way to solve the problem. </li></ul><ul><li>Sustaining technology: better,faster and cheaper </li></ul>Case discussion : Netscape Browser disrupted MS GUI Plateform
  10. 10. Strategy focus Technology Acquisition Objectives Market Development Objectives Partner Strategy Attack Plan – Unfair Market Share focus areas Company Image, Brand & Positioning – who are we? Marketing Strategy Competitive Extension of Channel Programs New Channels to Develop & Methodology/Metrics Channel Resource Allocation & Objectives Channel Strategy Identify Strategies to Solve (or try) Key Future Sol’ns Tech Dev Strategy Identify 24-36 Month Product Strategies Identify Competitive Attack Plans at Solution Level. Identify Product Strategies to Support or Drive Partner, Marketing and Channel Strategies Identify Priorities and Set Objectives Product Strategy
  11. 11. Example of role and responsibility Channel Development Objectives (Annual) Corp Strategic Objectives OR Mkt Dev/Chnl Mktg Proposal Regional VPs, Mktg VP + CxOs Channel Strategy Dir Mkt Dev Partner Development Strategy (Semiannual) Mkt Development Proposal Product Planning Committee Partner Strategy Dir Corp Mktg Segment Mktg Mgr Regional Mktg Dir Brand Strategy Segment Strategy Regional Strategy Required Annually & When Materially Chg’d Global Marketing Staff Marketing Strategy Director of Technology Development Technology Development Projects PM Org or Architect Org Proposal Product Planning Committee Technology Dev Strategy PGMs Product Line Business Plan Product Planning Committee (CTO, RD & Mktg VPs, PGMs, Dir of TD, Architects) Product Strategy CEO Office Corp Strategic Objectives – (Semiannual) Anybody w/Exec as Sponsor Executive Committee Corporate Strategy Output Owner Output Entry Criteria Decision Forum
  12. 12. Part 2: Product Planning and design
  13. 13. 成功的產品開發程序 Point out Strategic direction Identify Customer problem to be solved Find out technology solution E xecution M arket It & get feedback PM Technical Lead Executive Development Team PM
  14. 14. Cross the Chasm: Product Life Stage Visionary User Power User Practical User Conservative User
  15. 15. 如何找出客戶需求 Some Basic Principles <ul><li>Ask about their problem, not the solution. </li></ul><ul><li>Ask the right customer the right question. </li></ul><ul><li>Distinguish buyer and user. </li></ul><ul><li>Do not trust the survey result blindly. </li></ul>
  16. 16. Method to find customer needs <ul><li>Survey questionnaire </li></ul><ul><li>One on One interview </li></ul><ul><li>Advisory board meeting </li></ul><ul><li>Focus group </li></ul><ul><li>Usability test </li></ul><ul><li>Prototype/Beta product usage study </li></ul>
  17. 17. Technology Dev. Process Researcher All Engineers PMs Technology feasibility Study & alternatives Buy or Build strategy Prototype Spec. Prototype Development Prototype Team Technology PM 3 Months 9 Months 18 Months Tech. Dev. Proposal Product Integration Research Committee
  18. 18. 成功的新技術研發組織 <ul><li>餘裕組織的必要性 </li></ul><ul><li>什麼樣的人才適合新產品研發 </li></ul><ul><ul><li>冒險性 </li></ul></ul><ul><ul><li>動作快 </li></ul></ul><ul><ul><li>想像力 </li></ul></ul>
  19. 19. 新技術研發組織範例 Technology Prototyping Development Team VP Research & Prototyping Technology Product Manager Technology Researchers Propose problem to be solved Proposal management. Define project scope Sell the project to product team Feasibility Study Alternative technology study Scouting new technology Propose possible solution for problems posted by Technology Product manager. Develop workable prototype Demo the concept to product team Collect feed back from the prototype And enhance the prototype. Technology transfer to the product team
  20. 20. Part 2: Product Development Stage
  21. 21. The P and J Sales Segment Mktg HIE Developers Marketing TMM Product Planner Localization JM Sustain & Service QA PM JM PGM GJM Successful Products!
  22. 22. PDG Organization RD Web QA PC PM Architect Process Engineering Group Field Integration
  23. 23. Product Development Model <ul><li>Market requirement Documentation  Product requirement documentation  Architecture design documentation  technical design documentation  Coding. </li></ul><ul><li>Use Case  Demo Script  Prototype  Customer usability test  refined prototype  Architecture design  technical design Documentation  Coding. </li></ul>
  24. 24. A Whole Product Quality Architecture Program Feature Sets Presentation(GUI) M a n a g e m e n t S e r v I c e Testing
  25. 25. Part 3: Product Launching The Poor Man’s Tour
  26. 26. The Poor Man’s Journal <ul><li>Product internal launching </li></ul><ul><li>Beta Program </li></ul><ul><li>Analyst Tour </li></ul><ul><li>Press Tour </li></ul><ul><li>Key customer tour </li></ul><ul><li>Reference site </li></ul><ul><li>Success story </li></ul>
  27. 27. Part 3: Product Renew,upgrade, or End of Life
  28. 28. 成功的執行程序 Feasibility study Prototype Test market and get feedback Define the Scope Productize
  29. 29. Product Life Cycle and Service Focus Technology Usage Insight Deployment Topology FAQ Knowledge base Upgrade path Support policy..
  30. 30. Innovation is a product of healthy culture <ul><li>We use ORB (Object Request Broker) </li></ul><ul><ul><li>Formal, dynamic interface management. </li></ul></ul><ul><ul><li>Support Components Uniqueness. </li></ul></ul><ul><li>Object Oriented Programming --- I trust you, you trust me. </li></ul>Be a Trustworthy component! Creative, Communication, Change,Customer, Trustworthy

×