PRODUCTCAMP 6                       SATURDAY 8.18.12WEB: www.pcampatl.comTWITTER: @pcampatl #pcampatl              Web: ww...
The Poison Pill of Product Development                Bad Requirements8/18/12          (c) All Rights Reserved NP Learning...
Agenda          •   Introduction          •   Framework and Assumptions          •   Key Definitions for Clarity          ...
Frank Harris          Chief Operating Officer          frank@nplearning.com              770-598-12058/18/12      (c) All ...
Product Development Phases          Market Requirements Analysis8/18/12      (c) All Rights Reserved NP Learning, LLC   5
Framework and Assumptions                                                                    Identified Market Segments   ...
New Product DefinitionA new product is either agood or service (both)new to the firmmarketing it thatgenerates revenue for...
DefinitionsWord                   Definition *                                     Example                       Something...
Market Requirement Analysis – (MRA)                    Modified Kano8/18/12          (c) All Rights Reserved NP Learning, ...
MRA – Market Requirements List          Requirement                      Requirement Description            Number        ...
MRA – Requirements Importance and RankingRequirement          Kano                 Kano                  Kano     Priority...
Market Requirement Analysis – (MRA)                                         Kano Requirement Matrix               High - 1...
Case Study: Actual Product     Requirement                                        Requirement Description       Number    ...
Case Study: Actual Product   Requirement Importance and Ranking   Requirement   Kano         Kano       Kano              ...
Market Requirement Analysis – (MRA)                                            Kano Requirement Matrix                  Hi...
Conclusion      Without MRA Tool                                        With MRA Tool and VoC                             ...
Thank you                Frank Harris          Chief Operating Officer          frank@nplearning.com              770-598-...
Thank you!             Diamond Sponsor:            Platinum Sponsors:                 Gold Sponsors:               Silver ...
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The Poison Pill of Product Development: Bad Requirements

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Presentation from ProductCamp Atlanta 2012 by Frank Harris of NPLearning

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The Poison Pill of Product Development: Bad Requirements

  1. 1. PRODUCTCAMP 6 SATURDAY 8.18.12WEB: www.pcampatl.comTWITTER: @pcampatl #pcampatl Web: www.pcampatl.comFACEBOOK: facebook.com/productcampatlanta Twitter: @pcampatl Facebook: facebook.com/productcampatlanta 8/18/12 (c) All Rights Reserved NP Learning, LLC 1
  2. 2. The Poison Pill of Product Development Bad Requirements8/18/12 (c) All Rights Reserved NP Learning, LLC 2
  3. 3. Agenda • Introduction • Framework and Assumptions • Key Definitions for Clarity • Market Requirements Analysis • Case Study8/18/12 (c) All Rights Reserved NP Learning, LLC 3
  4. 4. Frank Harris Chief Operating Officer frank@nplearning.com 770-598-12058/18/12 (c) All Rights Reserved NP Learning, LLC 4
  5. 5. Product Development Phases Market Requirements Analysis8/18/12 (c) All Rights Reserved NP Learning, LLC 5
  6. 6. Framework and Assumptions Identified Market Segments Discovery  High Potential Value Market Research Conducted Opportunities 1 Ideas 2 Proof of 3  Analyzed Trends - STEP Purchase  SWOT Analysis  Identified Market Segments  Voice of the Customer The Discovery phase is to determine if the customer is real and willing to purchase based on identified value. Market Opportunity Assessment Project Idea Assessment Value Return on Investment Discover needs, problems, and issues that have high value in the selected market segments.8/18/12 (c) All Rights Reserved NP Learning, LLC 6
  7. 7. New Product DefinitionA new product is either agood or service (both)new to the firmmarketing it thatgenerates revenue forthe company.New products can rangefrom incremental todisruptive in nature. PDMA.org Glossary 8/18/12 (c) All Rights Reserved NP Learning, LLC 7
  8. 8. DefinitionsWord Definition * Example Something wanted or needed Small size, comfortable,Requirements easy to read The solution to a need or Handle, on/off button,Features problem one click, 18 pt font Attribute expressed in terms Convenience, quickBenefits of what the user gets from the download, ready to use product A detailed description of the Meets FDA xxx.x,Specifications features and performance weights <1 lb., UL fire characteristics of a product retardant * PDMA.org Glossary8/18/12 (c) All Rights Reserved NP Learning, LLC 8
  9. 9. Market Requirement Analysis – (MRA) Modified Kano8/18/12 (c) All Rights Reserved NP Learning, LLC 9
  10. 10. MRA – Market Requirements List Requirement Requirement Description Number 1. List all Requirements that VOC identified – avoid prejudging 2. Create unique Requirement number – (PJ-1-01) 3. Describe the Requirement – address one and only one thing 4. List appropriate doc., spec. and section – for regulatory needs8/18/12 (c) All Rights Reserved NP Learning, LLC 10
  11. 11. MRA – Requirements Importance and RankingRequirement Kano Kano Kano Priority Regulation Number Relevance Differentiation Score Ranking Reference 1. Relevance to the customer – rank* 1 to 100 2. Differentiation from competition – rank* 1 to 100 3. Score is product of relevance and differentiation 4. Priority rank the requirement based on score 5. Discuss with team – ranks are based on VOC data * 1 is low and 100 is high8/18/12 (c) All Rights Reserved NP Learning, LLC 11
  12. 12. Market Requirement Analysis – (MRA) Kano Requirement Matrix High - 100 “Antes” “Drivers” Value To the customer Relevance “Neutrals” “Fool’s Gold” Cost Low - 0 High - 100 Differentiation From competition8/18/12 (c) All Rights Reserved NP Learning, LLC 12
  13. 13. Case Study: Actual Product Requirement Requirement Description Number Meets NIOSH revised standard 42 CFR 84 for Closed PJ-1-01 Circuit Escape Respirators (CCER) PJ-1-02 Meets Navy EEBD Spec A-A-59763 EEBD Meets Federal Railroad Association (FRA) standard (yet to PJ-1-03 be released) Meets in-house requirements for O2 left in counterlung at PJ -1-04 end of duration PJ-1-05 Small size and light weight PJ-1-06 Ergonomics – comfortable to wear Eliminate potential for „caustic cocktail‟ caused by LiOH PJ-1-07 getting into breathing loop PJ-1-08 15-year shelf life PJ-1-09 Consistent performance and capacity results8/18/12 (c) All Rights Reserved NP Learning, LLC 13
  14. 14. Case Study: Actual Product Requirement Importance and Ranking Requirement Kano Kano Kano Priority Regulation Requirement Description Number Relevance Differentiation Score PJ-1-05 90 85 7650 1 Small size and light weight Ergonomics – comfortable to PJ-1-06 90 75 6750 2 wear Eliminate potential for „caustic cocktail‟ caused by PJ-1-07 75 75 5625 3 LiOH getting into breathing loop Meets in-house requirements PJ-1-04 50 50 2500 4 for O2 left in counterlung at end of duration Meets Navy EEBD Spec A-A- PJ-1-02 100 20 2000 5 AA 59763 59763 EEBD Consistent performance and PJ-1-09 25 60 1500 6 capacity results Meets NIOSH revised standard 42 CFR 84 for PJ-1-01 100 10 1000 7 42 CFR 84 Closed Circuit Escape Respirators (CCER) PJ-1-08 100 10 1000 8 15-year shelf life Meets Federal Railroad PJ-1-03 90 5 450 9 FRA Association (FRA) standard (yet to be released)8/18/12 (c) All Rights Reserved NP Learning, LLC 14
  15. 15. Market Requirement Analysis – (MRA) Kano Requirement Matrix High - 100 01 02 “Antes” “Drivers” 05,08 06 05 Value To the customer 07 Relevance 04 “Neutrals” “Fool’s Gold” Cost 09 Low - 0 High - 100 Put each requirement Differentiation From the previous page From competition In their proper box8/18/12 (c) All Rights Reserved NP Learning, LLC 15
  16. 16. Conclusion Without MRA Tool With MRA Tool and VoC  Prioritizes requirements for efficient designs  Relevance – identifies value to customer  Differentiation – identifies the company‟s advantage  Uncovers “Drivers” - High value they are relevant and differentiated - Guides strong marketing communications If no “Drivers” are identified, stop the project now!8/18/12 (c) All Rights Reserved NP Learning, LLC 16
  17. 17. Thank you Frank Harris Chief Operating Officer frank@nplearning.com 770-598-12058/18/12 (c) All Rights Reserved NP Learning, LLC 17
  18. 18. Thank you! Diamond Sponsor: Platinum Sponsors: Gold Sponsors: Silver Sponsors:8/18/12 (c) All Rights Reserved NP Learning, LLC 18

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