Product management - college 3 - najaar 2017

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Information about Product management - college 3 - najaar 2017

Published on November 16, 2017

Author: MichielNoij

Source: slideshare.net

1. Cursus Productmanagement Marcel Kuiper www.devereenvoudiger.nl IG&H De Vereenvoudiger Startup bootcamp / Innoleaps SNSReaal IG&H Management Consulting Universiteit Utrecht

2. Addresses a huge problem, proposes a radical solution and uses breakthrough technology (OF welk problem ben je nu aan het oplossen voor klanten)

3. Customer Discovery What is the problem and who is the customer?

4. Develop technology / product Create Marketing Position Create Sales Plan Bring to Market How do you create a blockbuster new product? IDEA

5. 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-August 2004. 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….

6. Develop technology / product Create Marketing Position Create Sales Plan Bring to Market How do you create a blockbuster new product? XXX X

7. Search Execution Goal: Find a repeatable and scalable business Goal: Execute on a given business, financial, and operating plan Two different worlds….

8. Build, Measure, Learn In large companies, the mistakes just have additional zeros in them. Steve Blank

9. Search Customer discovery Customer validation Pivot Problem / Solution Fit Product / Market Fit Steps to take….

10. Oefening 2

11. 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

12. © IG&H Consulting & Interim, Utrecht 2017 IG&H FIT dagen 2017 13 “The only way to win is to learn faster than anyone else“ Eric Ries Author, The Lean Startup

13. © IG&H Consulting & Interim, Utrecht 2017 IG&H FIT dagen 2017 14 “Move fast and break things” Mark Zuckerberg CEO Facebook

14. © IG&H Consulting & Interim, Utrecht 2017 IG&H FIT dagen 2017 15

15. The Environment Scan Oefening

16. Pas VPC aan

17. 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?

18. If your customer is everybody… your customer is nobody

19. Which customers do you talk with? Innovators Early Adopters Early Majority Late Majority Laggards 16%34%34%13,5%2,5% Innovation Adoption Lifecycle

20. Segment Multiply S P A Size of the market Pay: 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 = Large 2 = Medium 1= Small 3= A lot 2 = Some 1 = A little 3 = Hours 2= Days 1= Weeks Exercise segmentation 1: SPA Treatment

21. Segment Multiply S P A Size of the market Pay: How much will customers pay Access: How much access do you have to the customers? ize ay ccess 3 = Large 2 = Medium 1= Small 3= A lot 2 = Some 1 = A little 3 = Hours 2= Days 1= Weeks Exercise segmentation 1: SPA Treatment

22. Preparing for an interview - Learning Goal - Curiosity - Focus on Problems - Neutrality - Past or Present - Specificity

23. Emotional design Usable Reliable Functional Emotional design Usable Reliable Functional This Not This

24. Oefening: schets de oplossing van jullie idee

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

26. 1. Wat ging goed? 2. Wat kon beter? 3. Wat is de next step? Retro

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