Customer Development for Products
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Use this customer development and discovery strategy created by Steve Blank to find a foothold in the market for your company's offering(s)
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Strategic PlanningUnrestrictedthe managerial proc.docx
Strategic Planning
Unrestricted
“the managerial process of creating and
maintaining a fit between the organization’s
objectives and resources and the evolving
market opportunities”
What is strategic planning?
• Goal:
• Long-term growth and profitability
• Addresses two questions:
• What is the organization’s main activity
(currently)?
• How will it reach its goals?
Strategic planning
• A subgroup of a single business or a collection of
related businesses within the larger organization
Strategic business units
• Each SBU has:
• A unique target market
• Control over its resources
• Its own unique competitors
• A unique strategic plan
• May have its own accounting, R&D,
manufacturing, marketing
Strategic business units
Strategic alternatives - tools
Ansoff’s strategic opportunity matrix
The innovation matrix
• Yellow:
• Core Innovation
• Uses existing assets
• Ex: Tide Pods
• Orange:
• Adjacent Innovation
• Uses existing abilities in new ways
• Ex: Crest Whitestrips
• Red:
• Transformational Innovation
• New markets, new products, new businesses
• Ex: Uber/Lyft
The innovation matrix
Core Innovation
Next year’s car
Adjacent Innovation
Electric car
Transformational
Innovation
App-based taxi service
The innovation matrix
• Portfolios: SBUs will have a range of performance
in terms of growth and profitability
• This matrix organizes each SBU by their present or
future growth and market share
• Relative market share:
• The ratio between the company’s market share and the
share of the largest competitor
Boston Consulting Group’s Portfolio Matrix
Boston Consulting Group’s Portfolio Matrix
Boston Consulting Group’s Portfolio Matrix
Build Build or Harvest
Hold or Harvest Divest
Boston Consulting Group’s Portfolio Matrix
The General Electric Model
• Ansoff’s Matrix:
• Helps you choose between current options (the
present market and what you can currently offer)
and new options (a new market and/or new
products)
• Innovation Matrix:
• Illustrates how opportunities change as you move
away from core capabilities
• Boston Consulting Matrix:
• Helps you analyze the performance of a portfolio of
SBUs
• General Electric:
• Adds more nuance to the Boston Consulting matrix
When to use what?
• Based on the company or SBU’s strategy,
managers can now create a marketing plan
• Process of anticipating future events and determining
strategies to achieve organizational objectives in the
future
Planning
• Designing activities relating to marketing objectives and
the changing marketing environment
Marketing planning
• Written document that acts as a guidebook of
marketing activities for the marketing manager
Marketing plan
The Marketing Plan
• To provide clearly stated activities that help
employees and managers understand and work
toward common goals
• To allow the examination of the marketing
environment in conjunction with the inner
workings of the businesses
• To help marketing ma.
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Product Management in New Companies
This document outlines product management methods for new and young companies. It discusses developing a product roadmap through defining market problems, requirements, positioning, and business case. It recommends testing hypotheses with customers to define a minimum viable product and business model. The Lean Startup approach of validating a business model canvas with external parties before major development is emphasized to improve chances of success.
Breakpoint Digital overview 1-2014
Breakpoint builds foundations for scalable revenue growth and customer development by helping clients generate revenue, develop sales pipelines, get market feedback, and build sales teams. They work with media companies, tech startups, and early stage companies to create best practices for revenue growth without clients risking money on unnecessary hires. Breakpoint conducts an in-depth audit of clients' opportunities, creates an action plan based on goals and objectives, executes the plan by developing processes and pipelines and generating revenue, and reviews customer development, sales, and revenue generation.
Marketing Plan
The document provides an overview of marketing plan preparation and customer analysis. It defines a marketing plan as a blueprint that outlines a company's advertising and marketing efforts for the coming year. The importance of marketing plans is that they create guidance, clarify the target market, help with decision making, and allow for forecasting and understanding competition. Preparing a marketing plan involves market research, analyzing competition, developing marketing strategies and goals, creating a budget, and monitoring results. Customer analysis involves understanding who the customers are, where they make purchases, when they purchase, what they do with the product, and why they select certain products using a 5W model. It also discusses analyzing competitors' strengths, weaknesses, and threats using SWOT and PEST
Natisha's interview
Natisha Miller-Kling is applying to become the next sales inbound manager. Her 60 day plan includes learning about the company's products, goals, and agents in order to implement strategies to increase key metrics like average revenue per user, average cart size, net promoter score, and transfer rate. Her goals for 2014 in the new role are to increase agent and management accountability, education, and overall revenue while lowering cancellation rates.
Natisha's Interview
Natisha Miller-Kling is presenting her 60-day plan to become the next sales inbound manager. Her plan includes learning about the company's products, goals, and agents in her first 30 days. In the next 30 days, she will implement metrics like sales, cancelations, and Net Promoter Score tracking. Her goals for 2014 are to increase average revenue per user, revenue, Net Promoter Scores, while decreasing cancelations. She believes focusing on education, accountability, and increasing average cart sizes can help achieve these goals.
16 Product Strategies for Growth
As a product leader, you have the responsibility to plan strategically for your company to grow its customer base and revenue. Thanks to years of other people growing companies, there are ten standard playbooks for how to accelerate your company’s trajectory. Simply because they are standard doesn’t mean that you can’t execute them in your own special snowflake way, but it’s relatively hard to reinvent the wheel.
The list below is designed for leaders who are thinking about what the next phase of their company should be so that you can make sure you’ve entertained all the options. It’s very easy to think of one path and fall in love with it without exploring alternative routes. You may have a little John Frost (author who wrote two roads diverged in a wood poem) in you, and it’s worth exploring the roads less taken, it might just make all the difference.
Each of the 16 options, can be used to accomplish at least one of the three primary business objectives:
Add New Logos (growing your total addressable market or serviceable one)
Improve Retention (increasing lifetime value or money per logo)
Decrease Costs (reducing customer acquisition cost or operating expenses)
It's important to note that for each goal, there are many strategies which can assist in accomplishing it. Unfortunately, not all strategies are correct for each company. Therefore, please see the attached video powerpoint deck which outlines tips for how to make that strategy successful and the conditions when it is a favorable option. If you manage a portfolio of products, different options will be applicable to each one depending on the current situation it is facing.
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Tami Reiss is the SVP of Product Strategy at ProduxLabs and the CPO in Residence at Insight Partners. She writes about how Product Leaders can do more to focus on what's important for a company's growth and streamline internal processes to yield results. You can follow her on Medium or @tamireiss on Twitter.
PDMSchool #9_ BusinЗаняття #9. Develop Product Business & Pricing Modelsess M...
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UA Online Product Management School 2022
Website: https://lembs.com/pdmonline
Youtube: https://www.youtube.com/startuplviv
FB: https://www.facebook.com/pmdayconference
Ross Chayka. Business Models Generation
The document outlines an online master class presentation about business models and how to generate and analyze them. It discusses frameworks for business models like the Business Model Canvas and Lean Canvas, which break down a business model into key elements such as customer segments, value propositions, revenue streams, resources, and partnerships. The presentation also provides examples of popular business models and discusses transforming business models over time.
How to Use Competitive Analysis and Strategy by YouTube PM
In the presentation, Joao Fiadeiro, discusses:
-What the key elements of strategy are: from the competitive landscape and growth strategy to business model
-How to identify the competitive landscape for a sector/industry using all the resources at our disposal; estimating a products revenue and usage
-The fundamentals of strategic thinking and how it should inform a product roadmap
Nordics SaaS HubSpot User Group - April 20, 2022
Build the B2B Inbound Sales-Marketing Engine you Need to Scale your SaaS Business.
Agenda:
Case: “From Outbound Sales to Inbound Lead Engine” by Ida Normark Rasmussen, Marketing Funnel Manager, Valuer.ai.
Expert Advice: “How we built Valuer’s lead engine in HubSpot” by Lotte, Helion B2B
Sales Process Engineering: Marketing Planning and Automation
This document discusses how Sales Process Engineering can help companies cut sales costs, increase revenue and profits. It involves designing a systematic, integrated sales and marketing process aligned with how buyers make decisions. This includes planning, generating awareness and leads, qualifying and influencing buyers, developing solutions, and retention. It ensures sales and marketing alignment, provides metrics to measure performance, and helps companies understand buyer behavior and scalability.
2011: Connie Bensen (Dell) - 5 Steps to Grow the Community Manager Role
An online community can provide so much more to an organization than just customer support. Connie will provide five steps for creating a business model for your role that will lead to sustainability of the community manager role and career growth.
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Customer Development for Products
- 1. Customer Development Cycle Rahul Xavier Singh Anant Corporation
- 2. Business Platform Success We design, build, and manage business platforms by leveraging DataStax, Sitecore, Salesforce, Quickbooks and other cloud software.
- 3. Introduction ● Developed by Steve Blank after studying many start-ups ● What is it? ○ Theoretical model to help organizations discover their customers ● Who is it for? ○ Any team that wants to develop a new product ● Why is it developed? ○ No structured process for locating customers and markets ○ Directs the team in right path and improves the chance of success
- 5. Customer Discovery ● Starts with a hypothesis ● Who are the customers? ● Are our products/services the solutions to their problems? ● Listen to the customers ● Products/services constantly revised based on customers
- 6. Customer Validation ● Verifies a company's market and customers ● Tests the products ● Established pricing ● Finds repeatable customers with a repeatable sales process ● Hypothesis is continuously revised
- 7. Customer Creation ● After a company has already had initial sales ● Makes heavy market spending after initial success ● Methods vary based on company ● Long term strategy rather than tactic
- 8. Marketing Strategies ● Existing Market ○ Take other company’s customers ● Resegmented Market (low cost entrant or niche player) ○ Focusing on certain customers’ needs within a market ● New Market ○ Create your own customers by educating
- 9. Company Building ● Transition from informal company development to formal departments ● Create demand ● Grow business, to continue sales
- 10. Marketing Strategies ● Existing Market ○ Take other company’s customers ● Resegmented Market (low cost entrant or niche player) ○ Focusing on certain customers’ needs within a market ● New Market ○ Create your own customers by educating
- 11. Data & Analytics Cassandra, DataStax, Kafka, Spark Customer Experience Sitecore Information Systems Salesforce, Quickbooks, and more www.anant.us | solutions@anant.us | (855) 262-6826 3 Washington Circle, NW | Suite 301 | Washington, DC 20037