Ever wondered what the difference is between B2B and B2C product management? Enterprise Product Management has different challenges and rewards than consumer products and while you may find that consumer products are more exciting, working on an enterprise product is extremely fascinating as well. Learn the differences here.

1. www.productschool.com
New Product Introduction in B2B
by Amazon Sr PM

2. CERTIFICATES
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5. New Product Introduction
in B2B
Vipin Kumar Tyagi

6. Agenda
• New Product Lifecycle
• Product discovery
• MVP definition & Customer validation
• Product strategy - build to scale
• Launch Planning
• Measuring Success
6

7. New Product Lifecycle
Product Discovery
MVP definition & validation
Build for Scale
Launch
Measure the success
7

8. Product discovery
• Understand technology evolution
• Build around your strengths
• Diversify around core
• Garmin - from GPS provider to leader in GPS based sports watches
• Secondary research to identify areas of growth or broader understanding
• Primary research to narrow-down identifies areas
• Leverage your existing customers
https://hbr.org/2012/05/managing-your-innovation-portfolio 8
Objective
Opportunity -> Pain Points -> Problem -> Gains

9. MVP definition & Customer validation
• *Go broad – get as many ideas as possible
• Go narrow – get narrow to areas to focus
• Minimum Viable Product (MVP)
• Define assumptions
• Identify stakeholders
• Learn and decide
• Leverage existing customers
• Customers as a partners
• Define success criteria for MVP 9
https://svpg.com/skateboards-vs-cars-revisited/
Objective
New product -> Max validated learning -> least effort

10. Product Strategy – build to scale
•Product strategy
• Cloud products – SaaS vs PaaS
• Open-source vs proprietary
• E2E solution vs piece-meal with partnerships
• Pricing - one-time license fee, subscription-based, pay-per-usage
• Pre-launch show-case
• Communication - buzz before the actual launch
• Valuable feedback prior to the effort and resources of the actual
release from existing customers
10
Innovation Adoption Lifecycle*
2.5%
13.5%
34% 34%
16%
Technology
Enthusiasts
Visionaries Pragmatics Conservatives Skeptical
*Diffusion of Innovations by Everett M. Rogers
Objective
Cost-benefit -> GTM -> Development -> Pre-launch

11. Product Canvas - Connected Supply Chain Management
Cost Structure
• SW development
• Customizations as per customer requirements
• Sales & Marketing efforts
• Overhead costs
• HW Sensors, Gateways
• Commissioning
Revenue Streams
• Inbound Revenue
• Direct sales
• Partnership with RFID tags/readers manufacturer
• Pricing
• Subscription based model – HW & SW both
• One time cost for HW + SW as a subscription
Problem
Top Problems
• Product Traceability
• Quality of Deliverables
• Cost of tracking
Solution
Top features
• Details at each stage of supply chain
are captured in an automated way
using RFID tags, RFID readers &
recorded in an immutable data ledger
• Eliminates paperwork & delays, and
improves traceability to supply chain -
making proof of provenance easier
• Near real-time settlement due to
automated data capture, checks and
confirmations
Metrics
• Customization cost
• Leads generated per
quarter/monthly
• Product Adoption
• Product Usage
• Customer Satisfaction
• Market Share
Unique Value Proposition
• In addition to facilitating real-time
product tracking, the solution
helps build trust in the F&B and
Pharma industry by maintaining
and tracking product lineage
• This is enabled through a
Blockchain based network
leveraging IoT and Analytics
• Smartphone App (for Android &
iOS) supports following personas
to view alerts: Food Processor,
Distributor, Retailer, Transport
Operator
Advantage
• Brand credibility through Business
Network solutions
• Well established network of
customers
Channels
Customer Segments
Target customers
• Food & Beverages Industry
• Fresh agricultural produce
• Seafood
• Frozen food
• Pharma Industry
Examples
• Walmart
• More
• Big Bazaar
• MedPlus
• Apollo Pharmacy
• Marketing campaigns
• Directly reach out to Existing
customers
• Sale as Add-on to supply chain
solution
• Pitch to consortium
Note: Lean Canvas is an adaptation of Business Model Canvas by Alexander Osterwalder which Ash Maurya created in the Lean Startup spirit
For reference only

12. Product Launch
• Create standard operating procedure (SOP) to define launch
activities
• Product marketing –content marketing, social-media
marketing, blogs, whitepapers, email campaigns, live shows,
events
• Create buzz through right messaging
• Positioning and brand building
• Sales enablement - demos to sales and solution consultants
• Documentation for sales and support team
12

13. Measuring Success
Make goals specific, measurable, attainable, relevant and
time-based (SMART)
• Specific and measurable – e.g., gain 5% market share or
generate a 15% increase in revenue through new feature
• Actionable – will it improve business performance?
• Relevant – does it solve a problem faced by the business?
• Time-bound – when will it happen by? A month, a quarter or a
year?
13
Stakeholders
Leadership PM PD Sales Marketing

14. Thank you
Vipin Kumar Tyagi
Senior Product Manager
Amazon
https://www.linkedin.com/in/vipintyagi/

15. www.productschool.com
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