제품과 기술 전략에 관한 강의입니다.

1. Product and Technology
IT Entrepreneurship
John J. H. Oh
KAIST

2. Product Family.
Easily understandable.
Easily Sold.
Short Development Time.
Markets and
Customers
Management
Teams
Products or
Services
Business
Plan
Financing
Proprietary Technology.
Third of Five Elements of Start-Up Success

3. Different Views to Analyze Products
• Business Model
• Customer Pains toValue Proposition
• Differentiation
• Profitability
• Compelling Reason to Buy

4. Key Requirement
• Value Proposition
• Proprietary Technology & Differentiation
• Product Family
• Easily understandable
• Easily Sold
• Short Development Time

6. Mapping Customer Pains
to Value Proposition

8. Value Proposition vs Customer
Entire Talk http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2875
Value Proposition
• Offer
• product
• service
• features
• Pain killer
• Gain Creator
Customer
• Jobs
• Pain
• Gain

9. Your Customer’s Pain?

10. Key Issues
• Choosing right product
• Marketing and competitive analysis considerations
• Exceptional product attributes
• Producing your product

11. Choosing the Right Product
• High growth, high-profit-margin opportunity
- buying franchises vs selling franchises
• Convert great device to great product
-augment it with service to be easily sold and used
• Many good idea comes from previous employment
• Better idea comes from customers

12. Right Product
• Do you sell drill bits or the holes? - one sells benefits, not technology
• Do not confuse one product with business
• Make your product easily and clearly understandable

13. 4P for Startups
• Product
With whom(competing product) are you going to hang around?
• Place
Which sales channel you can access?
• Price
What is proper price to your channels?
• Promotion
Know your ROI

14. 3Value Disciplines
Michael Treacy and Fred Wiersma: The Discipline of Market Leaders (1997)
• operational excellence
• customer intimacy
• product leadership

15. YourValue Discipline

16. Perceived cost
versus competition
Low High
High
Low
Perceiveddifferentiation
versuscompetition
Market
success
likely
Market
failure
likely
Success
highly
uncertain
Cost versus Perceived Differentiation Model

17. Differentiation Strategies
• Unique features
• Measurable customer benefits
• Ease of use
• Improved productivity
• Protecting customers investment
• Lower cost of product failure
• Higher performance

18. Differentiation Strategies (cont.)
• Unique fundamental capability
• Design
• Standard
• Total solution
• Total cost of ownership
• Brand name
• Convenience

19. Exceptional Product Attribute
• Developable and producible in a timely manner
• High gross margin
• Substantial collateral revenue - service, maintenance, accessary, updates,
supplies
• Clear distribution channels

20. Profitability
• Bottom-up sales prediction
• major cost driver
• fixed costs
• Gross margin
• SG&A
• Price erosion by competition
• Profit margin

21. Your Differentiation

22. Compelling Reason To Buy

23. Case Reading
• Hypothesis-Driven Entrepreneurship:The Lean Startup,Thomas Eisenmann,
Eric Ries, and Sarah Dillard (2013)