Uploaded byPete Morano
Product Sunsetting
The document discusses the process of product sunsetting, defined as the removal of a product or obsolete features from the market, typically for reasons of profitability or strategic fit. It emphasizes the importance of clear communication with customers to manage the transition smoothly and mitigate negative perceptions associated with changes. The authors, Tim Courtney and Peter Morano, invite discussion on personal experiences with product sunsets from both a managerial and consumer perspective.
Product Sunsetting
- 1. Product Sunsetting PeterMorano and Tim Courtney
- 2. Introductions Tim CourtneyDirector, Marketing and Brand Strategy at KeyLimeTie Tireless customer and user experience advocate. Co-founder of SocialDevCamp Chicago. Peter Morano CIO at KeyLimeTie Developing software for 16 years De Facto Product Managers
- 3. Format Roundtable OpenParticipation
- 4. Product Sunsetting Sunsettingis the process of pulling a product from market. The term can also be applied to removing obsolete features from a product. Sunsetting involves making the business decision to remove the product or feature and then communicating that decision to customers and sales channel. Planning for this is not the same as expecting it.
- 5. Reasons Profitability StrategicFit Heading into a new direction. Portfolio Fit Market factors Don’t be the company where “old technology goes to die.” Technology Keeping products past their prime confuses, distracts and annoys (IE6?).
- 6. Why is thisa big deal? If you mishandle this you could damage your brand. Kin? Yahoo/Delicious Change is often perceived as negative by many customers. Could result in “opening the account”
- 7. Why should Icare? How do we get out of this gracefully, without losing money and antagonizing our customers?
- 8. Solution Get customersto understand why you’re doing it and how it affects them. Explain the business decisions. Be clear Nobody likes ambiguity. You don’t want them thinking “okay, what does this really mean?” Tell them their options.
- 9. Discussion Your thoughtsand experience Have you managed a sunset? Have you experienced a product sunset as a consumer? How was it handled?
Editor's Notes
- #3 Why We are talking about sunsetting… Misleading session title We will be doing it shortly, Thought it would make for an interesting discussion There things we can pick up from this having an open conversation
- #4 Why We are talking about sunsetting… Misleading session title We will be doing it shortly, Thought it would make for an interesting discussion Are there things we can pick up from this group
- #6 Keeping products past their prime confuses customers, distracts developers, and annoys customer support.
- #8 APIs Dependencies One negative aspect of discontinuing a product is that it invites the client to look for alternative products from other vendors. “After all, if I’m going to have to re-implement anyway, maybe I should look at some other products.” Discuss with your sales management approaches that encourage customers to upgrade rather than switch.