Product management - college 3 - najaar 2017

Cursus Productmanagement

Marcel Kuiper

www.devereenvoudiger.nl

IG&HDe VereenvoudigerStartup bootcamp / InnoleapsSNSReaalIG&H Management ConsultingUniversiteit Utrecht

Addresses a huge problem,proposes a radical solution anduses breakthrough technology(OF welk problem ben je nu aan het oplossenvoor klanten)

Customer Discovery

What is the problem and who is the customer?

Develop

technology /

product

Create

Marketing

Position

Create

Sales Plan

Bring to

Market

How do you create a blockbuster new product?

IDEA

Average 17%

Dr. Robert Cooper. “Doing it Right.” Product Development Institute. 2006 25%

Abbie Griffin. “Drivers of New Product Success.” Product Development and Management Association. 1997.

59%

Dr. Robert G. Cooper. “Doing It Right.” Product Development Institute. 2006 77%

Frost & Sullivan. “Growth Process Toolkit: New Product Development.” 2008 0.3%

Frost & Sullivan. “Growth Process Toolkit: New Product Development,” 2008. 1%

Andrew Campbell and Robert Park. “Stop Kissing Frogs.” Harvard Business Review. July-August 2004.

1%

Dr. John Sviokla. “The Calculus of Commerce.” DiamondCluster International. 2004 3%

Corporate Strategy Board. “Stall Points” 1998. Cited in Clayton Christensen and Michal Raynor“The Innovator’s Solution.” page 5.

5%

Andrew Campbell and Robert Park. “Stop Kissing Frogs.” Harvard Business Review. July-August2004.

10%

Kevin Clancy and Randy Stone. “Don’t Blame the Metrics.” Harvard Business Review. June 2005. 10%

Corporate Strategy Board. “Overcoming Stall Points.” 2006. 10%

PricewaterhouseCoopers. “Shaking the Money Tree.” Slide 33. US Venture Liquidity, 2001-2007. Q3 2008.

11%

Product success….

Develop

technology /

product

Create

Marketing

Position

Create

Sales Plan

Bring to

Market

How do you create a blockbuster new product?

XXX X

Search Execution

Goal: Find a repeatable and

scalable business

Goal: Execute on a given

business, financial, and

operating plan

Two different worlds….

Build, Measure, Learn

In large companies, the mistakes just have additional zeros in them.

Steve Blank

Search

Customer

discovery

Customer

validation

Pivot

Problem / Solution Fit Product / Market Fit

Steps to take….

Oefening 2

Verandering is de enige constante | Innovatie agility vereist

aanpassing van mindset, vaardigheden en hulpmiddelen

CHANGING MINDSET

Van organisatie gedreven

naar markt gedreven

Van gesloten naar

open systemen

CHANGING SKILLSET CHANGING TOOLSET

Van maanden naar dagen

© IG&H Consulting & Interim, Utrecht 2017 IG&H FIT dagen 2017 13

“The only way to win

is to learn fasterthan anyone else“

Eric RiesAuthor, The Lean Startup


“Move fast and

break things”

Mark Zuckerberg CEO Facebook

The Environment Scan Oefening

Pas VPC aan

Moonshot innovatie aanpak | Bewezen aanpak met fasering

om innovatiekracht te vergroten

Gevalideerd

idee

EXPLORE

MVP

VALIDATE

MVP + 2

SCALE IN

/ OUT

Prototype

EXPERIMENT

MVP + 1

PILOT ROLL-OUT

/ START-UP

IDEA

GENERATION

Idee

SEARCH & DISCOVER EXECUTE

Hoe

achterhaal ik

innovatieve

ideeën?

Ik heb een

wild idee maar

is er ook

vraag naar?

Hoe krijg ik

snel duidelijk

of mijn idee

gaat werken?

Hoe verkort ik

de time-to-

innovate van

mijn idee?

Hoe bereid ik me voor op de

realisatie “in/outsourcing” van

het idee

Hoe rol ik het

product uit

naar de

markt?

Hoe bereid ik me voor op de

realisatie “in / outsourcing” van

het idee?

If your customer is everybody…

your customer is nobody

Which customers do you talk with?

Innovators

Early Adopters

Early Majority

Late Majority

Laggards

16%34%34%13,5%2,5%

Innovation Adoption Lifecycle

Segment

Multiply

S P A

Size of the marketPay: How much

will customers pay

Access: How much

access do you have

to the customers?

Overweight

1st

marathon runner,

joined training team

Supermodel

Bride before a wedding

1

1

1

2

3

3

3

3

2

1

2

2

6

3

6

12

ize ay ccess

Job: To lose weight

3 = Large2 = Medium

1= Small

3= A lot

2 = Some1 = A little

3 = Hours

2= Days1= Weeks

Exercise segmentation 1: SPA Treatment

Segment

Multiply

S P A

Size of the marketPay: How much

will customers pay

Access: How much

access do you have

to the customers?

ize ay ccess

3 = Large2 = Medium

1= Small

3= A lot

2 = Some1 = A little

3 = Hours

2= Days1= Weeks

Exercise segmentation 1: SPA Treatment

Preparing for an interview

- Learning Goal

- Curiosity

- Focus on Problems

- Neutrality

- Past or Present

- Specificity

Emotional

design

Usable

Reliable

Functional

Emotional

design

Usable

Reliable

Functional

This

Not This

Oefening: schets de oplossing van jullie idee

Welke twee activiteiten ga je morgen meteen mee aan de slag?

1. Wat ging goed?

2. Wat kon beter?

3. Wat is de next step?

Retro

Product management - college 3 - najaar 2017

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