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Market Problem Matrix - PCATX13 Presentation

Product managers need to be market driven. When you're being driven by customers, problems, and competitors, you need a tool which brings all of your insights together to help drive holistic decision making. I use a Market Problem Matrix to create that view to develop insights and drive conversations.

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Market Problem Matrix - PCATX13 Presentation

  1. 1. Market Problem Matrix A tool I use to be more market driven
  2. 2. Scott Sehlhorst Product management & strategy consultant 8 Years electromechanical design engineering IBM, Texas Instruments, Eaton 7 Years software development & requirements > 20 clients in Telecom, Computer HW, Heavy Eq., Consumer Durables 9 Years product management consulting >20 clients in B2B, B2C, B2B2C, ecommerce, global, mobile Agile since 2001 Started Tyner Blain in 2005 Helping companies Build the right thing, right @sehlhorst if you’re into that sort of thing
  3. 3. Failure Mode Risk Map /20130322why-do-products-fail-isa
  4. 4. Market Driven Product Management Building a strategy & planning a product based on… To whom should we be selling What is important to them How good we are and how good we will be How good will the competition is and will be
  5. 5. Market Problem Matrix A tool which is the evolution of, and repurposing of the old Harvey ball charts we’ve seen for years.
  6. 6. Start with a Harvey Ball Chart Harvey balls are coarse I like a 1-10 Scale
  7. 7. Inform Decisions, Don’t Keep Score Where we are today is mildly interesting Where we expect to be after the roadmap is executed is very interesting
  8. 8. Beauty, In The Beholder’s Eye Who are our target customers? And how much does each group care about each capability?
  9. 9. We Could Just Stop Here And be better than most teams I’ve seen:  Accountability in roadmap  Plan based on future competitive landscape  Acknowledge that all customers are different But let’s keep going anyway…
  10. 10. Important Customers Some markets are more important* than others *to successfully executing a particular strategy
  11. 11. Time To Choose Can you try and “win” for a single customer group? Or are you forced to try and “focus on everyone” because every customer has a champion? *Hint: you meet your sales forecast by closing one deal at a time
  12. 12. If You Are Fortunate You have a single customer group, and you are able to focus on what matters most to them
  13. 13. If You Are in a Typical Company You have to try and be all things to all people. You also have to bias towards the most important customers. Here’s some “fake math” to help tell the story 1. Multiply the “importance of customer” value with the “importance to customer” values. 2. Add them up, to get a normalized “importance of capability” measure
  14. 14. 1. Multiplying The “math” should bias towards investment in the capabilities of greatest interest to the most important customers
  15. 15. 2. Normalizing Does the bulk of your investment (by capability) match the importance (by capability) to your market?
  16. 16. Market Problem Matrix We now are looking at the following things at the same time:  Which customers are important  What those customers care about  Expected future competitive position
  17. 17. Thanks very much! @sehlhorst