Define Define Design Develop


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Define

  • Define

  • Design

  • Develop

  • Partner

  • Market

  • Sell





Engineering

  • Engineering

    • - How
  • Project / Program Management

    • - Organizing development and release/launch tasks
  • Product Management

    • - What / Inbound (“product owner/GM”) / “Valuable, Feasible, Usable”
    • - Why? Business Case / Value Proposition
  • Product Marketing

    • - Messaging / Outbound (Why Value Proposition) / Evangelist (Press, etc.)
  • Marketing Communications

    • – Company level communications: branding and advertising


Externally focused

  • Externally focused

    • Customers, partners, analysts, press
    • Messaging, positioning, and marketing products
  • Often same as product mgr, sometimes same as marketing

  • Go To Market

    • Preparing sales channels
    • Launching
    • Promoting






Where should we go?

  • Where should we go?

  • Why will we be successful there?

  • How do we get there?



Is there customer pain?

  • Is there customer pain?

  • Is the pain sufficient to generate a compelling reason to buy?



Clients

  • Clients

    • Surveys, Client Visits, Informal Conversations
  • Industry Experts

    • In your company, in your network, Trade associations, conferences, Identifying clients that are market influencers
  • Internet and Published Sources

    • Annual Reports, Trade Journals, Competitor websites, Google, Quantcast, Company listings (Hoovers, Tradevibes), Newspaper articles, Tradeshows, Industry Research (Forrester, Gartner, Yankee, IDC, Giga)


Are there enough customers with this profile to make a market?

  • Are there enough customers with this profile to make a market?

  • Is it growing?



Build a tops down and bottoms-up model for your market

  • Build a tops down and bottoms-up model for your market



Market Segment Analysis

  • Market Segment Analysis





Sell Product as Being Built

  • Sell Product as Being Built

  • Provides critical feedback

  • Follow The Money

  • To see what customers want To find company’s sweet spot



What are success metrics / business plan?

  • What are success metrics / business plan?

  • Pricing models / schedules

    • Per User, Per Concurrent User, Subscription, One Time License & On-going Maintenance, Freemium, Ad Supported, Combination
  • 4 C’s of Pricing – Alyssa Dver “Software Product Management Essentials”

    • Cost: build, market, sell, support, etc.
    • Customer: value proposition, value derives
    • Competition: their pricing, your positioning (5th “P”)
    • Change: during lifecycle of product


Michael Cowen – Context Branding

  • Michael Cowen – Context Branding

  • Power of Premium Pricing – buyers assume expensive items represent exceptional quality





Know Customer Profile

  • Know Customer Profile

  • Models to reach customer

    • Advertising, direct marketing (mail/email), internet marketing, collateral, tradeshows, via channels, via partnerships
  • Demand and Lead Generation

  • Public Relations Strategy

    • Selection of PR Agency
    • Aligning message across collaterals
  • Branding Strategy (term, symbol, design, packaging)



Distinguishing attribute by which company easily identified

  • Distinguishing attribute by which company easily identified

    • Mark, Brand, Logo, Packaging, Color


Products are now discovered through a combination of blogs, search keyword-based advertising, online product marketing, and word-of-mouth.

  • Products are now discovered through a combination of blogs, search keyword-based advertising, online product marketing, and word-of-mouth.

  •  

  • Products must now embrace a “discover, learn, try, buy, recommend” cycle – sometimes with one of those phases being free,





“Here’s the only secret you need to know: The web is a place where people with shared passions form communities around those passion”

  • “Here’s the only secret you need to know: The web is a place where people with shared passions form communities around those passion”



Corporate Weblog Manifesto

  • Corporate Weblog Manifesto

  • By Robert Schoble

  • Tell the truth, post fast on good news or bad

  • Be the authority on your product / company

  • Know who is talking about you

  • Talk to the grassroots and use a human voice

  • Underpromise and over deliver



Don’t talk to consumers – get them involved

  • Don’t talk to consumers – get them involved

  • Give customers reasons to participate

    • Their own topics, rewards to registered users
  • Listen to – and join – the conversation outside of your site

    • Watch Digg.com, Del.icio.us)
  • Resist Temptation to Sell, Sell, Sell

  • Don’t control, let it go.

  • Find a “marketing technopologist”

  • Embrace experimentation

  • Wall Street Journal 2/24/09 http://s.wsj.net/article/SB122884677205091919.html







Prominence on web (search engine rank)

  • Prominence on web (search engine rank)

  • Where in the online community should your brand engage

  • Channel Strategy (direct sales, via platform, via integrator (ISV), other partners (OEM))

  • Widget or App on Platform











Recommend 280Group’s Product Launch Toolkit

  • Recommend 280Group’s Product Launch Toolkit

  • So with apologies to Brian:



10) No Public Relations Plan: Sporadic or early announcements, not using agency, not creating media materials, not holding press events.

  • 10) No Public Relations Plan: Sporadic or early announcements, not using agency, not creating media materials, not holding press events.

  • 9)No appreciation to others and celebration of success

  • 8) No release collateral: FAQs, release notes, user guides, case studies

  • 7) No / Inadequate final development, test and release plan

  • 6) No plan for quick updates after initial use and feedback

  • 5) No Advertising / marketing: print, online ads, Google ad words, email marketing, printed mailing etc.

  • 4) No Web 2.0 marketing efforts and review programs

  • 3) Launching with Severity 1 (system crash) or severity 2 (major loss of functionality) bugs

  • 2) Not Training Sales, Customer Support, Channel Partners

  • 1) No early and continued involvement with target customers (including beta programs)

  • Be Customer Focused





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