Positioning & Requirements - Are They Really The Same? By John Mansour at SVPMA Monthly Event September 2005

1. PRODUCT MANAGEMENT UNIVERSITY
REQUIREMENTS & POSITIONING
Are They Really The Same?
John Mansour
ZIGZAG Marketing TM
HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

2. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Agenda
Role Play
Connecting the dots
Creating requirements & positioning
Two for one
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

3. PRODUCT MANAGEMENT UNIVERSITY
ROLE PLAY I
The Next Release?
ZIGZAG Marketing TM
HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

4. PRODUCT MANAGEMENT UNIVERSITY
ROLE PLAY II
ZIGZAG Marketing TM
HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

5. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

6. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

7. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Perspective
The business reasons you build
products/features…
are the same reasons target
customers buy them
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

8. PRODUCT MANAGEMENT UNIVERSITY
CONNECTING THE DOTS
ZIGZAG Marketing TM
HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

9. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Requirements & Positioning
CONNECTING THE DOTS
Market Trends & Drivers
(CEO) Business Challenges
Departmental Tasks
Problems to Solve
Business Solution
Product Features
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

10. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Requirement vs. Value Anchor
Requirement Value Anchor
Target customer scenario Target customer scenario
Task being performed Task being performed
Poses a problem Poses a problem
Critical to solve Critical to solve
You CAN’T solve today You CAN solve today
Features required Features positioned
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

11. PRODUCT MANAGEMENT UNIVERSITY
CREATING REQUIREMENTS
ZIGZAG Marketing TM
HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

12. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
The Requirements Hierarchy
+
- Market Trends
Market Trends
&& Drivers
Drivers
Product Management
+
- Business
Business What & Why – Business View
Requirements
Requirements
NOT -
+ Functional
Functional How – User View
Requirements
Requirements
Product Management
+
- Technical
Technical
Requirements How – Technical View
Requirements
Product
Product
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

13. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Defining Your Requirements
Target Customer Map
SAMPLE: Software Company Map
Design &
Plan Market Sell Implement Support
Build
•Gather market info •Create project plan •Create content •Qualify leads •Assess current •Answer calls
•Write requirements •Assign resources •Create campaign •Schedule demos •Perform gap analysis •Send patches
•Calculate ROI •Track progress •Track responses •Negotiate contracts •Create project plan •Populate knowledge
base
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

14. PRODUCT MANAGEMENT UNIVERSITY
CREATING POSITIONING
ZIGZAG Marketing TM
HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

15. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
The Positioning Hierarchy
Brand
Brand
+
- (company
(company
positioning)
positioning)
Positioning
+
- Positioning
Statements
Statements
Product / Market Segment
Positioning
Value
-
+ Value
Anchors
Anchors
Business
+
- Business
Requirements
Requirements
Functional
Functional
Requirements
Requirements
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

16. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Defining Your Positioning
Target Customer Map
SAMPLE: Software Company Map
Design &
Plan Market Sell Implement Support
Build
•Gather market info •Create project plan •Create content •Qualify leads •Assess current •Answer calls
•Write requirements •Assign resources •Create campaign •Schedule demos •Perform gap analysis •Send patches
•Calculate ROI •Track progress •Track responses •Negotiate contracts •Create project plan •Populate knowledge
base
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

17. PRODUCT MANAGEMENT UNIVERSITY
TWO FOR ONE
ZIGZAG Marketing TM
HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

18. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Two for One
Requirements
One business requirement usually
takes multiple releases to satisfy
Write it once
“Save As…” and add more features
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

19. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Managing Feature Requests
MAP TO REQUIREMENTS
Requirement 1 Requirement 2 Requirement 3 Requirement 4
•Enhancement 1 •Enhancement 1 •Enhancement 1
•Enhancement 2 •Enhancement 2 •Enhancement 2
•Enhancement 3 •Enhancement 3
•Enhancement 4
•Enhancement 5
•Enhancement 6
•Enhancement 7
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

20. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Two for One
Positioning
Reuse business requirement
documents
“Save As…” and
Message to each market segment
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

21. PRODUCT MANAGEMENT UNIVERSITY
POSITIONING REALITY
CHECK!
ZIGZAG Marketing TM
HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

22. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Changing Your Positioning
Target Customer Map
SAMPLE: Software Company Map
Design &
Plan Market Sell Implement Support
Build
•Gather market info •Create project plan •Create content •Qualify leads •Assess current •Answer calls
•Write requirements •Assign resources •Create campaign •Schedule demos •Perform gap analysis •Send patches
•Calculate ROI •Track progress •Track responses •Negotiate contracts •Create project plan •Populate knowledge
base
•New feature •New feature
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

23. PRODUCT MANAGEMENT UNIVERSITY
REQUIREMENTS & POSITIONING
Are They Really The Same?
John Mansour
ZIGZAG Marketing TM
HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.

24. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Product Management University
Online Courses
Product Management: The Devil is in the Execution - FREE
People, Positions & Personalities - $195
7 Habits of Highly Effective Customer Feedback - FREE
Creating Your Product Resume - $195
Building Customer References into Your Process - $195
Three Keys to a Successful Demo - $195
Product Training for Salespeople: Less is More - $195
Register - www.zigzagmarketing.com
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.