New Product Marketing: A new view on Market Research....Learning to run real ...Bryan Cassady
KU Leuven Master Class: New Product Marketing
3/11 Rethinking Market Research
Summary: How to run research that answers real questions instead of confirming what you want to know?
As a product manager, your entire job revolves around deciding what you need to do next, in other words, having a product strategy. Successful product strategy means balancing all factors such as internal capabilities, competitive landscape, user needs and available opportunities. Moharyar discusses these challenges and provides a few simple frameworks one can apply to assess which direction to take to ensure the overall success of their product.
Moharyar has over 5 years’ experience as a product manager, working for companies such as Apple, Bell and Loblaw Digital. Moharyar is passionate about early stage start-ups and is a lead instructor for Product Management at BrainStation. His background in engineering, combined with his Master's in Business Administration from Queen's University, has allowed him to develop a deep understanding of product management. Moharyar blogs on popular Product concepts and at one point was the number 1 “Most Viewed Author” on Minimum Viable Product on Quora.
You can find Moharyar on Twitter @MoeAli454
---------------------------------
Join us in the #toronto channel on Slack: http://slack.mindtheproduct.com/
Sometimes SaaS companies are so focused on creating and improving the product, they neglect marketing it and improving the sales funnel. Companies without a marketing, PR, or growth team especially neglect it. Here, you'll learn five ways to increase your B2B SaaS revenue today.
It’s that time of year again!
No, we’re not talking about presents under the tree or hot apple cider or snowball fights.
We’re talking marketing budget, new resource planning, strategic marketing plans and more!
We realize both end-of-year business planning as well as holiday preparations can both be stressful. We can’t really help you with your shopping, but we can offer a series of best practice guides and advice on how to plan for and hit the ground running on some focused, strategic sales and marketing initiatives to start the New Year right.
Enjoy!
The document is a guide for building a personal brand from Chris Ducker, an expert on personal branding. It provides tips over 10 sections on how to define one's brand, set goals, publish content consistently, engage on social media, network strategically, and ultimately be authentic in embracing one's true self. The overall message is that developing a strong personal brand through helpful, high-quality content can open doors to new opportunities and influence.
How to Create a Strong Value Proposition Design for B2B - It's all about the ...Daniel Nilsson
You need to stand out in 3 seconds - The competition is fierce and you need to be able to catch interest in less than 3 seconds and then keep it. This is true no matter if you are creating a message for a presentation, the web, a speech or a video.
Most likely you do the following misstakes today
- You start a presentation with a company overview
- You start a presentation about your product
- Your webpage is all about your product
ä You have more then 10 words on your power point slide
Tools the super professionals use will be yours
In this presentation you will learn how to create amazing B2B Value Propositions Designs that will not only say what you need to say but will catch the interest of the person you are trying to reach in a totally new way. I will show you 4 tools that the super professionals use and how to use them.
I created this presentation after doing extensive research on how to create a strong value proposition. The data I have reviewed are from marketing experts, Gartner, reports and my own personal experience creating value propositions.
The purpose of the presentation is to share my conclusions on how to build a strong value proposition.
Please feel welcome to share your thoughts, insights or comments. I love feedback. You can send an email to info@daniel-one.com or visit my webpage www.daniel-one.com. I look forward to hear from you.
Some pictures can be a bit blurry when you view the presentation directly from the web. To view a high quality version of the presentation simply download it. If you have any questions please don't hesitate to contact me at www.daniel-one.com
What is a Product Manager? by Datank.ai's Product ManagerProduct School
Main takeaways:
- What is a Product Manager?
- What are some Product Manager archetypes?
- What does a day in the life of a Product Manager look like?
- How do you become a Product Manager?
New Product Marketing: A new view on Market Research....Learning to run real ...Bryan Cassady
KU Leuven Master Class: New Product Marketing
3/11 Rethinking Market Research
Summary: How to run research that answers real questions instead of confirming what you want to know?
As a product manager, your entire job revolves around deciding what you need to do next, in other words, having a product strategy. Successful product strategy means balancing all factors such as internal capabilities, competitive landscape, user needs and available opportunities. Moharyar discusses these challenges and provides a few simple frameworks one can apply to assess which direction to take to ensure the overall success of their product.
Moharyar has over 5 years’ experience as a product manager, working for companies such as Apple, Bell and Loblaw Digital. Moharyar is passionate about early stage start-ups and is a lead instructor for Product Management at BrainStation. His background in engineering, combined with his Master's in Business Administration from Queen's University, has allowed him to develop a deep understanding of product management. Moharyar blogs on popular Product concepts and at one point was the number 1 “Most Viewed Author” on Minimum Viable Product on Quora.
You can find Moharyar on Twitter @MoeAli454
---------------------------------
Join us in the #toronto channel on Slack: http://slack.mindtheproduct.com/
Sometimes SaaS companies are so focused on creating and improving the product, they neglect marketing it and improving the sales funnel. Companies without a marketing, PR, or growth team especially neglect it. Here, you'll learn five ways to increase your B2B SaaS revenue today.
It’s that time of year again!
No, we’re not talking about presents under the tree or hot apple cider or snowball fights.
We’re talking marketing budget, new resource planning, strategic marketing plans and more!
We realize both end-of-year business planning as well as holiday preparations can both be stressful. We can’t really help you with your shopping, but we can offer a series of best practice guides and advice on how to plan for and hit the ground running on some focused, strategic sales and marketing initiatives to start the New Year right.
Enjoy!
The document is a guide for building a personal brand from Chris Ducker, an expert on personal branding. It provides tips over 10 sections on how to define one's brand, set goals, publish content consistently, engage on social media, network strategically, and ultimately be authentic in embracing one's true self. The overall message is that developing a strong personal brand through helpful, high-quality content can open doors to new opportunities and influence.
How to Create a Strong Value Proposition Design for B2B - It's all about the ...Daniel Nilsson
You need to stand out in 3 seconds - The competition is fierce and you need to be able to catch interest in less than 3 seconds and then keep it. This is true no matter if you are creating a message for a presentation, the web, a speech or a video.
Most likely you do the following misstakes today
- You start a presentation with a company overview
- You start a presentation about your product
- Your webpage is all about your product
ä You have more then 10 words on your power point slide
Tools the super professionals use will be yours
In this presentation you will learn how to create amazing B2B Value Propositions Designs that will not only say what you need to say but will catch the interest of the person you are trying to reach in a totally new way. I will show you 4 tools that the super professionals use and how to use them.
I created this presentation after doing extensive research on how to create a strong value proposition. The data I have reviewed are from marketing experts, Gartner, reports and my own personal experience creating value propositions.
The purpose of the presentation is to share my conclusions on how to build a strong value proposition.
Please feel welcome to share your thoughts, insights or comments. I love feedback. You can send an email to info@daniel-one.com or visit my webpage www.daniel-one.com. I look forward to hear from you.
Some pictures can be a bit blurry when you view the presentation directly from the web. To view a high quality version of the presentation simply download it. If you have any questions please don't hesitate to contact me at www.daniel-one.com
What is a Product Manager? by Datank.ai's Product ManagerProduct School
Main takeaways:
- What is a Product Manager?
- What are some Product Manager archetypes?
- What does a day in the life of a Product Manager look like?
- How do you become a Product Manager?
Bizsmart Lunch & Learn Webinar - Apprenticeships a GuideBizSmart Select
Nik Wall of LMPQ explains the process of taking on an apprentice. There are benefits to employing an apprentice such as reducing skill shortages, increasing productivity and receiving free training. Employers need to consider if they are suitable for an apprentice by assessing if they can provide experience, mentorship and empower their staff. When selecting an apprentice, employers should consider candidates' ability to get to work, personality fit for their business, and test competencies during interviews and work trials. Employers also need to select a training provider that knows their candidates well and can provide helpful advice and support rather than just focusing on money.
The document discusses how agencies can thrive in a post-AOR world where clients work with multiple specialized agencies rather than a single full-service agency. It recommends that agencies (1) focus on developing expertise in specific categories, (2) adopt agile project management practices like breaking work into small increments, (3) price work based on delivering value rather than hours worked, and (4) operate teams at less than full capacity to improve quality and delivery.
Think differently about Marketing | Ed Field | MaverickEnterprise Ireland
The document describes a marketing workshop given by Maverick International. It discusses Maverick's end-to-end transformative marketing programs which include communications, strategy, and tactics. It provides examples of clients in various industries that Maverick has helped grow their businesses through re-crafting their pitch and marketing approach, developing websites and marketing tactics, and generating qualified leads and sales.
Minds&More is a consulting firm that supports clients' business growth through capabilities in marketing, sales, and transformation. They offer proven methodologies and flexible solutions including consulting, program/project management, and interim management. Their team of over 30 seasoned professionals helps clients through excellence in execution to achieve tangible results. Minds&More focuses on enabling positive growth through marketing, sales, and transformation services. They build long-term relationships with clients through active listening, structuring problems collaboratively, defining solution paths and metrics, and implementing and tracking solutions.
This document discusses the importance and process of qualifying sales leads. It defines qualifying as filtering suspects based on predefined criteria to determine if they are prospects or not. Examples are provided of asking probing questions to gather information and match suspects against qualifying criteria in order to push them into the prospect category. Key aspects of qualifying criteria are identified as verifying specific needs, budget, and timeline. The document also outlines a sample sales cycle and conversion from suspects to prospects to later stages over time through qualifying questions.
Zappos is an online shoe and clothing retailer founded in 1999 that has grown to 1400 employees. It aims to provide the best customer service through fast and free shipping and returns, a large product selection, and friendly customer service. Key aspects of Zappos' business model include a 365-day return policy, next-day delivery, and prioritizing customer service through training and culture. The company has also expanded customer touchpoints through social media and live chat to continue engaging customers beyond phone support.
An Inbound Marketer's Guide to Product Marketingrickburnes
A tactical guide to product marketing in an inbound world. The presentation covers best practices for buyer personas, buyer's journeys, product launches and sales enablement.
B2B Sales For Startups: a great presentation about how to sell to key accounts by creating and engaging a community of prospective customers thanks to content marketing, events and services.
As products and technologies continue to evolve, so too does the role of Product Management. We take a look at what Product Management is in 2016 and also ask some product experts and influencers what it will look like in the future.
GTM Strategy for E-commerce Website into third layer clothingRishubh Satiya
This document discusses a GTM (go-to-market) strategy for a women's fashion clothing brand. It segments the target market by age group and analyzes their demographics, psychographics, and shopping behaviors. It then outlines a product portfolio focusing on third layer clothing options. An image consulting plan is proposed that provides fashion advice and styling services. Pricing strategies include an aggregator model and sponsored reviews/advertisements. Promotion and marketing will involve blogging, content marketing, and testing/improving website content and performance.
Business Model Genome: How Great Leaders, Managers, and Strategists HOLISTICA...Rod King, Ph.D.
The world's greatest leaders, managers, and strategists holistically discover and solve problems. Yet, many publications especially business books present fragmented frameworks and tools for discovering and solving problems especially with a view to business model improvement and innovation. This presentation introduces the Business Model Genome, which is a holistic visual framework that facilitates multilevel problem solving especially using a Why-What-How or End-Ways-Means Hierarchy.
Understanding the logic of the Business Model Genome framework improves the use of many frameworks in business including traditional tools such as the 5 Forces, Value Chain, and Balanced Scorecard as well as recent tools such as Business Model Canvas and Lean Canvas. Leaders, Managers, and Strategists can use the versatile framework of the Business Model Genome to discover and solve problems in any domain.
Product Management Tools: Prioritization and Business PlanSina Behzadifard
This presentation is about the Product Management Tools that can be used to prioritize features in the process of product development and how to translate these features from business needs and problem, while finding the best fit with them.
Product Management Playbook product inception to launchjhassemer
The document outlines a Lean Canvas for a product release called TruReport 4.0 MVP. It describes problems the business and clients are facing that the product aims to address, such as a lack of efficient and scalable reporting. The Lean Canvas provides the strategic rationale for the release, with the goal of creating a standardized reporting tool that streamlines processes, showcases the business' value proposition, and inspires users to optimize their media spending. Key information to be included on the Lean Canvas is described, such as the company vision, MVP goal, unique value proposition, and solution overview.
Marketing playbook - A guideline every marketers needs to knowGilang Gibranthama
What if your team is working remotely?
What actually things every marketer needs to highlight?
How to communicate your brand knowledge?
Marketing playbook answers all of the anxiety and problems. Keep in touch & work collaboratively with your team by sharing the same value.
Seek and you shall find - hiring and getting hired in product managementMarc Abraham
This talk provides practical tips to both product manager candidates and hiring managers. Covering both perspectives, I outline common challenges and offer ways to feel more confident - both with respect to hiring and getting hired.
This document introduces business experimentation and prototyping. It discusses that experiments test hypotheses and produce learning through measurable outcomes. Prototyping makes ideas tangible to learn from quickly through iteration. Different types of prototypes include physical, service, and environmental. Minimum viable products have minimum features to win early adopters. Metrics should be understandable, comparative, and help change behavior. Common experiments include A/B tests to compare options and sales experiments to validate customer interest. Prototyping and experimentation foster innovation and reduce risk through learning.
Accelerated Learning Through Experimentation at Intuit | Masters of ConversionVWO
Learning about human behavior is a vital aspect of the experimentation process. You build an idea around what could be the improved digital experience that will influence the buyers to buy your service or products. And then buyers tell you what they think about your idea.
At Intuit TurboTax, the pace of learning through experiments has increased in the past few years. This acceleration in learning is attributed to 3 factors:
access to self-serve data
design principles for rapid decisions
technology for rapid prototyping
These factors are guided by well-defined innovation frameworks used at Intuit:
Customer-Driven Innovation (CDI)
Design For Delight (D4D)
Rhys Mohun and Ted Chiasson are here to talk about learning at speed at Intuit.
Product Marketing can be a strategic role, but Product Marketers need to understand how they can achieve that. This presentation provides 4 high level strategies to follow to increase the value of Product Marketing in your company.
Bizsmart Lunch & Learn Webinar - Apprenticeships a GuideBizSmart Select
Nik Wall of LMPQ explains the process of taking on an apprentice. There are benefits to employing an apprentice such as reducing skill shortages, increasing productivity and receiving free training. Employers need to consider if they are suitable for an apprentice by assessing if they can provide experience, mentorship and empower their staff. When selecting an apprentice, employers should consider candidates' ability to get to work, personality fit for their business, and test competencies during interviews and work trials. Employers also need to select a training provider that knows their candidates well and can provide helpful advice and support rather than just focusing on money.
The document discusses how agencies can thrive in a post-AOR world where clients work with multiple specialized agencies rather than a single full-service agency. It recommends that agencies (1) focus on developing expertise in specific categories, (2) adopt agile project management practices like breaking work into small increments, (3) price work based on delivering value rather than hours worked, and (4) operate teams at less than full capacity to improve quality and delivery.
Think differently about Marketing | Ed Field | MaverickEnterprise Ireland
The document describes a marketing workshop given by Maverick International. It discusses Maverick's end-to-end transformative marketing programs which include communications, strategy, and tactics. It provides examples of clients in various industries that Maverick has helped grow their businesses through re-crafting their pitch and marketing approach, developing websites and marketing tactics, and generating qualified leads and sales.
Minds&More is a consulting firm that supports clients' business growth through capabilities in marketing, sales, and transformation. They offer proven methodologies and flexible solutions including consulting, program/project management, and interim management. Their team of over 30 seasoned professionals helps clients through excellence in execution to achieve tangible results. Minds&More focuses on enabling positive growth through marketing, sales, and transformation services. They build long-term relationships with clients through active listening, structuring problems collaboratively, defining solution paths and metrics, and implementing and tracking solutions.
This document discusses the importance and process of qualifying sales leads. It defines qualifying as filtering suspects based on predefined criteria to determine if they are prospects or not. Examples are provided of asking probing questions to gather information and match suspects against qualifying criteria in order to push them into the prospect category. Key aspects of qualifying criteria are identified as verifying specific needs, budget, and timeline. The document also outlines a sample sales cycle and conversion from suspects to prospects to later stages over time through qualifying questions.
Zappos is an online shoe and clothing retailer founded in 1999 that has grown to 1400 employees. It aims to provide the best customer service through fast and free shipping and returns, a large product selection, and friendly customer service. Key aspects of Zappos' business model include a 365-day return policy, next-day delivery, and prioritizing customer service through training and culture. The company has also expanded customer touchpoints through social media and live chat to continue engaging customers beyond phone support.
An Inbound Marketer's Guide to Product Marketingrickburnes
A tactical guide to product marketing in an inbound world. The presentation covers best practices for buyer personas, buyer's journeys, product launches and sales enablement.
B2B Sales For Startups: a great presentation about how to sell to key accounts by creating and engaging a community of prospective customers thanks to content marketing, events and services.
As products and technologies continue to evolve, so too does the role of Product Management. We take a look at what Product Management is in 2016 and also ask some product experts and influencers what it will look like in the future.
GTM Strategy for E-commerce Website into third layer clothingRishubh Satiya
This document discusses a GTM (go-to-market) strategy for a women's fashion clothing brand. It segments the target market by age group and analyzes their demographics, psychographics, and shopping behaviors. It then outlines a product portfolio focusing on third layer clothing options. An image consulting plan is proposed that provides fashion advice and styling services. Pricing strategies include an aggregator model and sponsored reviews/advertisements. Promotion and marketing will involve blogging, content marketing, and testing/improving website content and performance.
Business Model Genome: How Great Leaders, Managers, and Strategists HOLISTICA...Rod King, Ph.D.
The world's greatest leaders, managers, and strategists holistically discover and solve problems. Yet, many publications especially business books present fragmented frameworks and tools for discovering and solving problems especially with a view to business model improvement and innovation. This presentation introduces the Business Model Genome, which is a holistic visual framework that facilitates multilevel problem solving especially using a Why-What-How or End-Ways-Means Hierarchy.
Understanding the logic of the Business Model Genome framework improves the use of many frameworks in business including traditional tools such as the 5 Forces, Value Chain, and Balanced Scorecard as well as recent tools such as Business Model Canvas and Lean Canvas. Leaders, Managers, and Strategists can use the versatile framework of the Business Model Genome to discover and solve problems in any domain.
Product Management Tools: Prioritization and Business PlanSina Behzadifard
This presentation is about the Product Management Tools that can be used to prioritize features in the process of product development and how to translate these features from business needs and problem, while finding the best fit with them.
Product Management Playbook product inception to launchjhassemer
The document outlines a Lean Canvas for a product release called TruReport 4.0 MVP. It describes problems the business and clients are facing that the product aims to address, such as a lack of efficient and scalable reporting. The Lean Canvas provides the strategic rationale for the release, with the goal of creating a standardized reporting tool that streamlines processes, showcases the business' value proposition, and inspires users to optimize their media spending. Key information to be included on the Lean Canvas is described, such as the company vision, MVP goal, unique value proposition, and solution overview.
Marketing playbook - A guideline every marketers needs to knowGilang Gibranthama
What if your team is working remotely?
What actually things every marketer needs to highlight?
How to communicate your brand knowledge?
Marketing playbook answers all of the anxiety and problems. Keep in touch & work collaboratively with your team by sharing the same value.
Seek and you shall find - hiring and getting hired in product managementMarc Abraham
This talk provides practical tips to both product manager candidates and hiring managers. Covering both perspectives, I outline common challenges and offer ways to feel more confident - both with respect to hiring and getting hired.
This document introduces business experimentation and prototyping. It discusses that experiments test hypotheses and produce learning through measurable outcomes. Prototyping makes ideas tangible to learn from quickly through iteration. Different types of prototypes include physical, service, and environmental. Minimum viable products have minimum features to win early adopters. Metrics should be understandable, comparative, and help change behavior. Common experiments include A/B tests to compare options and sales experiments to validate customer interest. Prototyping and experimentation foster innovation and reduce risk through learning.
Accelerated Learning Through Experimentation at Intuit | Masters of ConversionVWO
Learning about human behavior is a vital aspect of the experimentation process. You build an idea around what could be the improved digital experience that will influence the buyers to buy your service or products. And then buyers tell you what they think about your idea.
At Intuit TurboTax, the pace of learning through experiments has increased in the past few years. This acceleration in learning is attributed to 3 factors:
access to self-serve data
design principles for rapid decisions
technology for rapid prototyping
These factors are guided by well-defined innovation frameworks used at Intuit:
Customer-Driven Innovation (CDI)
Design For Delight (D4D)
Rhys Mohun and Ted Chiasson are here to talk about learning at speed at Intuit.
Product Marketing can be a strategic role, but Product Marketers need to understand how they can achieve that. This presentation provides 4 high level strategies to follow to increase the value of Product Marketing in your company.
This document debunks several common myths about entrepreneurship and innovation. It argues that entrepreneurs should focus on understanding customer needs rather than having committed ideas, prove their business model without seeking large amounts of cash, consider fast followers as viable options rather than needing to be first to market, take time for reflection rather than always moving fast, and focus on high-impact activities by maintaining a "do not do" list rather than constantly doing more. The overall message is that conventional wisdom about speed, commitment, and bold action is often wrong, and entrepreneurs should test assumptions, remain open to learning, and optimize their approach through experimentation.
This document discusses various social media platforms and tips for social media marketing. It provides statistics on Facebook user numbers and video uploads to YouTube. Key advice includes starting with a marketing plan, listening first to understand audiences, communicating in a natural human voice, constantly engaging followers, testing ideas quickly, and measuring results. Contact information is given to connect with the author.
Case Study - Mother Dairy Ice Creams Virtual Christmas Tree campaign. See how alivenow helped usher in the festive and Christmas cheer on the Mother Dairy Ice Creams facebook page!
New Product Marketing: What really happens at work.... Getting out of the thi...Bryan Cassady
KU Leuven Master Class: New Product Marketing
6/11 The real role of marketing
Summary: The role of marketing, how to make decisions and sell your ideas
New Product Marketing: Learning System Thinking... To better predict the future!Bryan Cassady
KU Leuven Master Class: New Product Marketing
5/11 Forecasting & Business Planning
Summary: Systems thinking and understanding the biases in the way we think and plan
Product development is the process of taking a concept and making it into a product that can be brought to market. It involves taking an idea through research, design, prototyping, testing, refinement, and commercialization. The key stages of product development typically include:
1. Idea generation - Coming up with ideas for new products or improvements to existing products. This can come from customer feedback, market research, or within a company.
2. Concept development - Turning ideas into tangible product concepts through research, design, engineering, and prototyping.
3. Testing and refinement - Evaluating concepts through various tests, focus groups, surveys, and trials to refine and improve the product.
4. Commercialization -
This document discusses a new product called H2o Considered, a bottled water product that filters and cools water. It aims to target generation Y consumers with an environmentally friendly alternative to disposable plastic water bottles. The product will feature innovative cooling and filtering technology, superior design aesthetics leveraging the strong brand image of Nike, and a planned June 2010 release at a $34.95 retail price point. Market research shows high demand for bottled, filtered, and chilled water, as well as a shift toward more eco-friendly options.
KEMREG I merupakan kegiatan perkemahan besar Pramuka Penggalang yang diselenggarakan oleh Sakoda Pramuka SIT Lampung untuk meningkatkan karakter dan keterampilan peserta serta memperkuat persatuan dan kesatuan bangsa.
This is a crash course in new product marketing. In less than 30 slides you'll learn how to develop a new product concept, build a business plan to turn this concept into a reality, as well as how to craft a marketing plan to help you sell this product. You'll find these step-by-step slides easy to understand and, by the end, be in a better position to launch your idea to the world.
Penelitian ini bertujuan menguji aktivitas antiinflamasi ekstrak etanol daun jati pada tikus putih. Hewan uji diberi karagenan untuk menimbulkan edema, kemudian diberi ekstrak etanol daun jati dan diklofenak sebagai pembanding. Volume edema diukur menggunakan pletismometer. Hasil penelitian diharapkan menentukan dosis ekstrak etanol daun jati yang efektif sebagai antiinflamasi.
Ini adalah perjalanan dalam hidup saya dalam dunia MC, masih punya mimpi untuk sekolah komunikasi di Kota Bandung. Semoga next time fina bisa melanjutkan di luar negeri (aja) dan bisa memperdalam dalam dunia marketing tanpa meninggalkan dunia kedokteran gigi saya.
Mimpi menjadi seorang dokter gigi spesialis dan punya bisnis sendiri, juga punya kemampuan dalam memimpin sebuah perusahaan (kalo suami mengizinkan nanti) dan intinya setiap manusia harus bisa memanfaatkan waktunya sebaik mungkin. Terima Kasih saya ucapkan kepada semua orang yang sudah terlibat dalam hidup saya sampai detik ini dan yang akan datang.
Salam #GOPRODUKTIF
(c)Medan, 26 April 2014
Berikut ini adalah slide contoh sewaktu saya presentasi proposal skripsi untuk kelulusan gelar sarjana saya. Sekedar berbagi untuk blog saya di http://arryrahmawan.net. Punya saran, tips, dan trik bagaimana membuat contoh slide presentasi proposal skripsi yang keren? Yuk mention Twitter saya di @ArryRahmawan
New Product Marketing: Market Entry strategies....A new look at first movers ...Bryan Cassady
KU Leuven Master Class: New Product Marketing
7/11 Market timing First vs Fast seconds
Summary:Different views of the value of being first / second in a market
New Product Marketing: A bakers dozen (12 +1)...Strategies to win in today’s...Bryan Cassady
KU Leuven Master Class: New Product Marketing
8/11 A new look at strategy
Summary: A bakers dozen (12 +1) of strategic ideas to win in today’s competitive markets
New Product Marketing: Building Ideas that stick ... and people never forgetBryan Cassady
KU Leuven Master Class: New Product Marketing
1/11 Course Introduction
Building Ideas that stick ... and people never forget
Summary: Most products fail… why. The power of stories and ideas that stick
1/. The Myths of Innovation
2/. People and Teams for Innovation Success
3/. Customer Focused Innovation
4/. Speed: New thoughts on an old idea
5/. Co-Creation to build more value
6/. Eco-system development
7/. Selecting Ideas / Theories to tie things together
From Vanity Metrics to Effective Product Culture
Watch the talk: https://businessofsoftware.org/talks/
Ditch your timeline roadmap - it’s setting you up for failure!
The further out you plan, the more you put on there, that timeline sits at the top, always marching forward, no matter what you put on the roadmap, everything always includes a due date and a time estimate.
As a result, you end up with a big pile of features, a big pile of due dates, all based on this big pile of assumptions.
You assume you know how much work and how long each feature is going to take.
You assume that nothing else is going to disrupt your timeline.
You’re also assuming that nothing else is going to come in to mess up your timeline - no changes in the market, no new competitors, no fresh ideas coming from customers, no need for iteration.
You assume that each feature will work as soon as launched.
You assume that each of these features actually deserves to exist!
What could possibly go wrong?
Well, you end up creating all these made up release dates,
which force your developers on stressful marches to launch on time,
and you give your sales and customers expectations you often can’t meet,
while usually being blind to great opportunities in the market,
and downright building the wrong things.
And this leads to you, being a sad product manager.
Vicious cycle
Big buffers, slow work
Blame culture
Tighter controls, less freedom
Quality suffers, problems go unsolved
And it creates a vicious cycle that can be hard to get out of.
Here's what you can do...
The document discusses how product teams can transition from a focus on features to addressing real problems as they mature. It recommends establishing a clear product vision and objectives rather than timeline-based roadmaps. Additionally, it suggests separating strategy and execution work, making space for experimentation and validation, and incorporating disruption to prevent stagnation. The overall message is that as products and companies mature, they must adapt processes to grow leanly and continuously solve customer needs.
Building an MVP and launching a product is the easy part. It's more difficult to manage a product in its maturity or decline stages, and so in this talk, Janna Bastow tackles the challenge head-on. Join Janna as she talks through the challenges of a product that's past its initial growth stage, for tips on:
- How to avoid becoming a feature factory, while taming your beast of a backlog
- How to use your roadmap to drive experimentation to hit company objectives
- How to disrupt yourself before someone else does
What We Can Learn from Direct Marketers by Brian Massey and Debra ZahayBrian Massey
The document discusses techniques for improving conversion rates on the web, including lessons that can be learned from direct mail copywriting. It promotes an upcoming event (#convcon) featuring speakers Debra Zahay and Brian Massey who will discuss topics like how to engage people's attention, examples of techniques for websites, and tips from successful direct mail copywriters. The document also shares information about Zahay and Massey's backgrounds and accomplishments.
This document outlines Ryan D. Hatch's approach to lean startup. It discusses discovering customer problems through interviews, developing minimum viable products to test solutions, and iterating based on customer feedback to build scalable business models. The goal is to fail fast by continuously validating hypotheses and pivoting or persevering based on learning. Metrics like customer acquisition cost and revenue per customer are used to determine if the business model is viable. The overall message is that startups should sell early, involve customers, and treat the process as discovery to build sustainable businesses.
In the first of three presentations, Ali talks about leveraging existing sales and marketing resources and amassing them into a viable Web2Print selling machine. He covers the operational changes necessary to facilitate this pivot and talks about how to manage objections all the way up the hierarchy.
Also included are some top tips on identifying and converting Web2Print sales enquiries and how to address customer objections (because they are always valid!). Lastly, Ali talks about why some Web2Print strategies fail, despite good preparation efforts.
This document outlines various assumptions that startups make and provides suggestions for testing those assumptions through experiments and customer interviews. It discusses common assumptions around customer problems, interest, acquisition costs, financial projections, production capabilities, and acquiring necessary resources. The goal is to identify any faulty assumptions as early as possible to avoid wasting significant time and resources pursuing ideas that are unlikely to succeed.
Productized consulting for designers by Jane PortmanInVision App
This document provides steps for designers to develop a productized consulting business model. It discusses defining offerings like audience, scope, and pricing tiers. It also covers writing sales pages to describe problems, solutions, and objections. Marketing tactics like email lists and free content are suggested. The document emphasizes testing offerings, saying no, managing expectations, and eventually building a product line. Examples of the author's consulting products are also given.
Tech Talk: Succeeding with a LEAN Innovation ProcessCA Technologies
The document discusses an approach called Lean Innovation to reduce the failure rate of new products. It recommends three steps: 1) Document your initial business plan or "Plan A", 2) Identify the riskiest assumptions in the plan, and 3) Systematically test those assumptions through experiments to validate problems and solutions with customers before building the full product. This approach advocates searching for the right solution instead of executing prematurely on ideas without customer validation. It also recommends scaling ideas in stages through three phases: problem/solution fit, product/market fit, and scale.
PMI region globale - intro lean startupFranck Debane
This webinar discusses the Lean Startup methodology for project management. The Lean Startup approach emphasizes validating business ideas with customers early through minimum viable products and experiments, rather than relying on business plans. It outlines key Lean Startup principles like the customer feedback loop, where assumptions are tested through small experiments and iterations based on learnings. Three essential Lean Startup tools - the business model canvas, assumption mapping, and customer feedback loop - are presented as ways to systematically test risks and learn through customer interactions whether to pivot or move forward with an idea. The webinar contrasts the Lean Startup approach which starts with unknown problems and solutions with traditional waterfall and agile development models.
Similar to New Product Marketing: Products only a mother would love.... Shooting the puppies! (20)
- The document contains reviews from participants in the CYCLES Remote Innovation Certification Program led by Bryan Cassady.
- The reviews praise Bryan's teaching abilities and the structure of the intensive 5-day program, saying it taught valuable skills and lessons that exceeded expectations of what could be learned in such a short time.
- Participants enjoyed collaborating with an internationally diverse group, and would recommend the program to others.
It takes a village..,.
The hardest part of writing this book and the courses that go with it was not finding more to say and share, but to clarify and simplify. All the people list here helped.
This document describes Sprintz.Work, a 5-week program that provides trained remote teams and coaching to help companies innovate. It addresses challenges like getting innovation teams to focus remotely. The program applies design sprint methodology over 5 weeks instead of just 5 days. Managers work 10-15 hours per week with certified global talent on real projects and learn skills like managing remote workers. They receive lifelong access to innovation tools and training in methods from fields like Agile and design thinking. The goal is to achieve more innovation results in 5 weeks than with traditional shorter sprints alone.
This document outlines suggestions for improving a workshop/course based on lessons learned. It discusses simplifying the process without mentors by providing pre-readings, systematically allowing questions, and cutting content. Technical training for using tools like Slack, Google docs, and running programs on Zoom and Meet is suggested. The document also proposes structuring the program and deliverables in one place, using more active participation such as group work, and allowing structural breaks in long courses. Next steps proposed include localizing content, training volunteers, running company programs, and certifying based on innovation management standards.
This document provides an agenda and overview for a 5-day online entrepreneurship education workshop. Participants will work in groups to address challenges in entrepreneurship education. Each day will include introductions, learning sessions, breakout group work, and delivering a daily task. Tools like Zoom, Mural, and Slack will be used to foster interaction and collaboration between remote participants. The goal is to generate ideas to solve big challenges like integrating entrepreneurship education into core curriculums and making programs scalable worldwide.
The program aims to teach entrepreneurship essentials and mindset to 1 million students by 2026 through fast 5-day programs that have students work on real local challenges under local mentors' guidance using a proven learning by doing approach and simplified content from top schools, with the goal of making entrepreneurship education accessible locally for under €50 per student.
Venture boss a program to coach train 1 million entrepreneurs by 2026Bryan Cassady
At venture-boss our mission is to help train and coach 1 million young entrepreneurs by 2026.
But for billions of people around the world, Entrepreneurship is just a dream. It is something other people do.
Venture-boss will change this by offering a simple, but powerful, 5-day learning by doing program that can be run in any language, for almost any type of business, online or in-person by thousands of trainers worldwide.
Our business model is inspired by Innovation engineering taught at 26 US universities. And the Founder Institute run in 182 cities. Our program and their programs are based on independent local programs that are easy to scale AND collaboration for continual improvement.
We’ve already taught students as young as 17 from 22 countries. Based on these successes, we have started new programs in Nigeria, Angola, India and Malaysia.
It is difficult it is to identify companies that have scalable business models AND equally important will they be able to execute their business plans. We have been working on this challenge now for over 4 years.In the past, a few interviews and some financial analysis might have been enough. Today, markets are more complex, and businesses are harder to evaluate. To solve this challenge have recently combined over 10 years of research on more than 10,000 companies to create an assessment that objectively measures: 1/. Scalability of the business 2/. And their ability to deliver innovation consistently.
The accuracy of our assessments are very good. Right now, with a 1-hour assessment, we are able to correctly classify businesses by scalability and able to predict just under 80% of their variance of innovation success
The document contains testimonials from participants in Cycles Remote's 5-day innovation certification program led by Bryan Cassady in July 2020. The participants praised the program for exceeding expectations and learning more in 5 days than they thought possible. They appreciated working with an international group and gaining new skills and tools to apply innovation principles. The program pushed them but was worth the effort. They highly recommended the certification to others.
This document advertises a 5-day remote certification program to teach the essentials of innovation. The program will provide tools and methods to help students work effectively on remote innovation teams, including frameworks for aligning ideas, building concepts, communicating/testing solutions, applying systems thinking, and pitching ideas. Each day focuses on a different step of the innovation process and includes lectures, group work on real problems, and feedback opportunities. The goal is to help students stand out and get hired for remote innovation internships.
This document describes Sprintz.Work, a 5-week program that provides trained remote teams and coaching to help companies innovate. It addresses challenges like getting innovation teams to focus remotely. The program is based on design sprints but lasts 5 weeks instead of 5 days, allowing more time to develop ideas. Managers work with a certified team for 10-15 hours per week and receive training, tools and lifetime access to innovation resources. The goal is to achieve more innovation results in 5 weeks than traditional short sprints through this structured remote process.
You can have the greatest idea in the world, but it you can’t get other people excited about your idea it won’t go far.
A perfect pitch takes time to prepare. yYu'll learn about the 5Ps of any good pitch (problem, promise, proof, profit and passion) and 7 easy ways to make your next pitch better...
Deliverable: A pitch that people will understand and will inspire them to take action
1. The document discusses systems thinking and applying it to business and innovation.
2. It emphasizes understanding how all parts of a system work together and influence each other, as well as identifying high-leverage opportunities to improve the system.
3. The key lessons are to take a holistic view of the system, understand how different elements impact each other through feedback loops, and use an active learning approach of testing ideas in small cycles to drive iterative improvement of the overall system.
f you’re looking to build bigger and better ideas, you need to get feedback.
To get effective feedback you need to be able to explain your ideas clearly, really listen (listening is not just hearing!), slow down to make sure you are on the right path and most importantly be ready to kill bad ideas.
Deliverable: Do people understand the idea, what do they think of the idea, are we making progress. If there is no good hope of progress, kill the idea
Once you know what you want to do it is time to build ideas that have a chance to deliver on your objectives. Contrary to the belief that the ability to build ideas is limited to a select few, there are tools, techniques that can help any team build better ideas.
Better problem formulation
Effectuation (looking for ideas at home with the resources you have)
Systematic search for stimulus and diversity
Techniques to continue building ideas
With these tools and techniques the process is clear, but clear does not mean easy. Removal of fear and an ongoing action focus is the “secret sauce” that can pull everything together.
Deliverable: New ideas that have a good chance of being on strategy; meaningful and unique
This course covers what is Innovation and why everything needs to start with alignment.
If you don’t know where you’re going... Chances are you won’t get where you want to go.
Alignment is the foundation of effective growth and Innovation. It is about finding what is important to you (MISSION) and matching this with what the market wants (NEEDS) and plan to deliver and extract value. It is also about an honest assessment of who you are. (CULTURE)
Deliverables: After this course you will be able to identify 3-4 True North priorities for your company /division (True north) priorities can be:
1. Changing what you are doing and why
2. Changing how you work to generate or extract more value
3. How to work smarter and / or get your culture supporting your innovation objectives
Based on 4 years of research with over 400 companies - there are companies that succeed and companies that fail. The biggest difference between winners and losers is smart winners make good, even mediocre, ideas great over time.
This lecture introduces the ABCs of Innovation
A = Alignment
B = Build ideas
C = Communicate and Check
S = Learning Systems
And explains why a systematic application of these stages of development can help you build ideas faster while reducing the risks of failure.
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Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
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Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
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New Product Marketing: Products only a mother would love.... Shooting the puppies!
1. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
KU Leuven Master Class: New Product Marketing
2/11 What is a new product?
Products only a mother would love
Learning to shoot puppies
2. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
About this course
It is a sad fact that most new businesses, products and service fail. Some
estimate the failure rate is as high as 90%. This course is about why products
fail and what you can do to increase your odds of success.
This lecture is a part of series of 12 lectures. In my classes I use a lot of
videos. If you’d like to see the presentations with videos, go to:
http://www.fast-bridge.net/resources/new-product-marketing/
I hope in the pages that follow you will find new ideas and inspiration… If
you’d like to download the whole class go to:
http://www.slideshare.net/bryancassady2/2009-course-new-product-
management-by-bryan-cassady
If you have ideas on ways to improve this course or would like help with your
new products, I’d love to here from you…
Bryan Cassady
bryan@fast-bridge.com
+32-475-860-757
4. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
S imple
Unexpected
C oncrete
C redible
E motional
S tory Based
5. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
A less-than-optimal "configuration" of product or
service attributes and benefits is selected.
Lack of a strong sustainable position in the
market
Marketers fall in love with a product no one else
loves
The marketing plan for the new product or
service is not well implemented in the real
world.
Marketers assess the marketing climate
inadequately.
The plan is too complicated
A failure to ask the right questions and a belief
that everything is a big idea
No Support to get things done
A questionable pricing strategy is implemented. A weak positioning strategy is used.
Cannibalization underestimated
The advertising campaign generates an
insufficient level of new product/new service
awareness.
Over-optimism about the marketing plan leads
to a forecast that cannot be sustained in the real
world.
Too focused on the internal game not enough
on the market
The Lemming effect
6. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
A less-than-optimal "configuration" of product or
service attributes and benefits is selected.
Lack of a strong sustainable position in the
market
Marketers fall in love with a product no one else
loves
The marketing plan for the new product or
service is not well implemented in the real
world.
Marketers assess the marketing climate
inadequately.
The plan is too complicated
A failure to ask the right questions and a belief
that everything is a big idea
No Support to get things done
A questionable pricing strategy is implemented. A weak positioning strategy is used.
Cannibalization underestimated
The advertising campaign generates an
insufficient level of new product/new service
awareness.
Over-optimism about the marketing plan leads
to a forecast that cannot be sustained in the real
world.
Too focused on the internal game not enough
on the market
The Lemming effect
8. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Marketing is the management process that identifies,
anticipates and satisfies customer
requirements profitably.
The Chartered Institute of Marketing
(CIM)
9. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Sometimes you gotta shoot the puppy
before he grows up
11. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“There will always be need for
some selling. But the aim of marketing
is to make selling superfluous. The aim
of marketing is to know and
understand the customer so well that
the product or service fits him and sells
itself. Ideally, marketing should result in
a customer who is ready to buy. All that
should be needed is to make the
product or service available.”Peter Drucker
15. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Core Benefit
Generic Product
Expected Product
Augmented Product
Potential Product
Q: Why is the iPod a success…
16. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
What makes what you’re selling
Different and desirable
17. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Business analysis
Evaluation of ideas
Making things happen
3 fundamental roles
Accountable for definition,
development, marketing and
profits of a product
Defines the business case, gets
money, responsible for ROI
Managing a business
A baby CEO
18. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Product
Manager
Customer
Service
R & D
Logistics
Advertising
Top
Management
Sales
Purchasing
Marketing
Research
Legal
Customers
Finance
Production
19. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“Product management is one of the most common training
grounds for senior executives. Many VPs and CEOs were
formerly product managers. The joy (and sometimes pain) of
product management is it’s horizontal nature, working with
Sales, Development, Marcom, Finance, Professional Services
and senior Executives. Product management is where we
learn to lead through influence rather than mandate.”
Barbara Nelson, Pragmatic Marketing
27. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
High
Low High
New
product
lines
20%
Improvements
to existing
products
26%
Additions to
existing
product lines
26%
New-to-world products
10%
Repositioning's
7%
Newnesstocompany
Newness to market
Size of circle denotes number of introductions relative to total
30. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Apple operating system vs. Windows
This South African Shiraz received 87pts from Rovani, Wine Advocate #155
32. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“people look at what interests them and
sometimes it’s your ad.”
Howard Gossage
33. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
1965 1974 1981 1986 1990 1997
34%
24%
13% 12%
8%
?
Percent of adult viewers who could name one or more brands advertised
in a TV program they had just watched:
Newspaper Ad Bureau
34. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
‘‘More than nine out of ten consumable products launched in
the last ten years offered absolutely nothing new to the
consumer.
More than eight out of ten new products fail. You don’t need
to be a statistician to realize there’s a correlation between the
two numbers.’’
-- Robert McMath
37. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Idea Generation
Screening
Concept Development
& Testing
Marketing Strategy
Business Analysis
Product Development
Test Marketing
Commercialization
38. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Ideas, screening
Concept, analysis
Prod.
devel
Test
mktg
commercialization
The time to
Make mistakes !
Budget
39. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“I think there’s a world market for about five computers.”
(President of IBM)
“TV won’t be able to hold on to any market it captures after the
first six months. People will soon get tired of staring at a
plywood box every night.”
(President of 20th Century Fox)
40. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“I think there’s a world market for about five computers.”
(President of IBM)
TV won’t be able to hold on to any market it captures after the
first six months. People will soon get tired of staring at a
plywood box every night.”
(President of 20th Century Fox)
46. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Concept Development
Implementation
Project Start Concept Freeze Market Introduction
Concept Time Response Time
Total Lead Time
47. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Post-It-Notes: the super glue
that wouldn’t stick
Levi jeans: the failed gold
digger feeding his family
52. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Failure = Normal = Good.
(“Reward excellent failure. Punish mediocre success.”)
“Fail faster. Succeed sooner.“
“Fail. Forward”
Tom Peters
53. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Concept Development
Implementation
Project Start Concept Freeze Market Introduction
Concept Time Response Time
Total Lead Time
57. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Exultation
Disenchantment
Confusion
Search for the guilty
Punishment for innocent
Distinction for uninvolved
Introduction
Testing/Test
MKTG
Screening &
Refinement
Idea
Generation
58. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“Remember Perspective is everything.”
Two shoe salesmen... find themselves in backward part of
Africa. The first salesman wires back to the head office....
there is no prospect of sales.. Natives do not wear shoes.
The second wires "No one wears shoes here. We can
dominate the market. Send all available stock
61. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Group
Number
Pets.com Kosmo Despair.com Etoys.com Petrock.com Flooz Webvan
Is there a benefit (real or
percieved)
People willing to pay (enough)
Cost of cut-through acceptable
People will see the benefit buy
again / recommend to others
Will someone hate it
Kill Puppy (0 = kill, 1 = love)
Member Views
Class ID
64. Kosmo.com
Instant delivery of
products purchased via
the internet in big cities.
Order a wide variety of
products, from movies to
snack food, and get them
delivered to your door for
free within an hour.
65. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Despair.com
We hate all the senseless, wasted time on employee motivation and un-founded
optimism
We imagine you do to, buy our products and show your true colors
66. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Continuous effort is the key to unlocking your potential
Winston Churchill
73. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Webvan.com
Buying groceries should
be easier. With web van
you can get all your
groceries, so you have
time for other things
75. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Group
Number
Pets.com Kosmo Despair.com Etoys.com Petrock.com Flooz Webvan
Is there a benefit (real or
percieved)
People willing to pay (enough)
Cost of cut-through acceptable
People will see the benefit buy
again / recommend to others
Will someone hate it
Kill Puppy (0 = kill, 1 = love)
Member Views
Class ID
79. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Distinguishing Characteristic:
Selecting between given means to achieve pre-determined goals
Sometimes new means may be generated
M1
M2
M3
M5
M4
Given
Goals
80. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
E2
E3
E . . .
En
M1
M2
M3
M4
M5
Given Means
Imagined
Ends
E1
Distinguishing Characteristic:
Imagining possible new ends using a given set of means
81. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Who is coming
What will they like
Plan a menu
Go Shopping
Make the meal
Enjoy
Traditional
What is in the
Fridge ?
What can we do
with that
Guess what is for
dinner ?
Enjoy ?
Effectual
88. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Who I am
What I know
Whom I Know
What can I do?
Interact with
others
Stakeholder
pre-
commitments
New
goals
new
means
90. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Causal
Logic
(predict)
Visionary
Logic
(predict)
Adaptive
Logic
(react)
Effectuation
Logic
(negotiate)
lowhigh
low high
Predictability
ofthefuture
Controllability
of the future
Effectuate …
… under uncertainty
… in new markets
… for new products
91. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
The quickest easiest way to get
started selling a product…
Objective: Fast failures and
maybe a big success
94. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
“Concepts are ideas that you think will resonate and mean something
to people interested in a product or service. Good concepts are
insight based.”
“You need to think about what are the real benefits consumers are
looking for. Concept statements should be written in a manner that
stresses the strategic benefits of any given concept vs. creative
writing appeal.”
“While the copywriting should be neither boring nor bland, it is
important to distill the idea down to its primary reason-for-being.”
99. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Reciprocity
On is more willing to comply with a request for participation to the extent that compliance
constitutes repayment of a perceived gift favour or concession.
Consistency
Once an individual has taken a freely chosen stand on an issue, he/ she will exhibit a
tendency to act consistently with this commitment
Social validation
Individual commonly decide on appropriate actions for themselves by searching for
information as to how similar other have acted or are acting in a similar situation
Authority
People are more likely to participate if a legitimate authority is asking for participation
Scarcity
Requests than emphasise the value of “making your voice hear” or “having your opinion
count” will be more effective when coupled with information suggesting that such an
opportunity is rare.
102. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
What you need to deliver Group
Core Concept + Loans: Home or personal 1 6
Core Concept + Credit Card 2 7
Core Concept + Insurance: Life, Home, Car, Travel… 3 8
Core Concept + Telephone/ Internet or Mobile 4 9
Core Concept + Utility: Gas, Electric, Water… 5 10
104. Bryan Cassady Guest Professor, Bryan@fast-bridge.com
Accepted beliefs
Consumers are getting more and more frustrated with "unwanted mail“
The mail I send is not junk mail - it just needs to go to the right people
There is a shortage of relevant data. Data is often out of date/not updated very regularly
Benefit
Select Post gives you the information you need to reach consumers that want your mail
Reason to believe in the product
Proven to work in other countries. Response rates 20-400% higher
a program being developed with you in mind
with the support of the Belgian Post brand
Reassurance
Developed in collaboration with leading companies, and industry leaders
based on detailed consumer and advertiser testing
Brand Character
Always on the look out for win/win/ solutions. Always doing the right thing....
A good listener, willing to learn/open/progressive, well-informed/ever striving