positioning & requirements
DESCRIPTION
Positioning & Requirements - Are They Really The Same? By John Mansour at SVPMA Monthly Event September 2005TRANSCRIPT
ZIGZAG MarketingZIGZAG MarketingTM
HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE
PRODUCT MANAGEMENT UNIVERSITY
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
REQUIREMENTS & POSITIONINGREQUIREMENTS & POSITIONINGAre They Really The Same?Are They Really The Same?
John Mansour
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Agenda
Role Play
Connecting the dots
Creating requirements & positioning
Two for one
ZIGZAG MarketingZIGZAG MarketingTM
HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE
PRODUCT MANAGEMENT UNIVERSITY
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
ROLE PLAY IROLE PLAY I
The Next Release?The Next Release?
ZIGZAG MarketingZIGZAG MarketingTM
HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE
PRODUCT MANAGEMENT UNIVERSITY
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
ROLE PLAY IIROLE PLAY II
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Perspective
The business reasons you build products/features…
are the same reasons target customers buy them
ZIGZAG MarketingZIGZAG MarketingTM
HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE
PRODUCT MANAGEMENT UNIVERSITY
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
CONNECTING THE DOTSCONNECTING THE DOTS
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Requirements & PositioningCONNECTING THE DOTS
Market Trends & Drivers
(CEO) Business Challenges
Departmental Tasks
Problems to Solve
Business Solution
Product Features
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Requirement vs. Value Anchor
RequirementTarget customer scenario
Task being performed
Poses a problem
Critical to solve
You CAN’T solve today
Features required
Value AnchorTarget customer scenario
Task being performed
Poses a problem
Critical to solve
You CAN solve today
Features positioned
ZIGZAG MarketingZIGZAG MarketingTM
HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE
PRODUCT MANAGEMENT UNIVERSITY
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
CREATING REQUIREMENTSCREATING REQUIREMENTS
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
The Requirements Hierarchy
Market Trends & Drivers
Market Trends & Drivers
+
Business Requirements
Business Requirements
+
TechnicalRequirements
TechnicalRequirements
+
Functional Requirements
Functional Requirements
+
ProductProduct
-
-
-
-
Product ManagementProduct Management
NOT NOT Product ManagementProduct Management
What & Why – Business View
How – User View
How – Technical View
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Defining Your RequirementsTarget Customer Map Target Customer Map
Plan Design &Build Market Sell Implement Support
•Gather market info
•Write requirements
•Calculate ROI
SAMPLE: SAMPLE: Software Company MapSoftware Company Map
•Create project plan
•Assign resources
•Track progress
•Create content
•Create campaign
•Track responses
•Qualify leads
•Schedule demos
•Negotiate contracts
•Assess current
•Perform gap analysis
•Create project plan
•Answer calls
•Send patches
•Populate knowledgebase
ZIGZAG MarketingZIGZAG MarketingTM
HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE
PRODUCT MANAGEMENT UNIVERSITY
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
CREATING POSITIONINGCREATING POSITIONING
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
The Positioning Hierarchy
Brand(company
positioning)
Brand(company
positioning)+
PositioningStatements
PositioningStatements+
BusinessRequirements
BusinessRequirements+
Value AnchorsValue
Anchors+
Functional Requirements
Functional Requirements
-
-
-
-
Product / Market SegmentProduct / Market SegmentPositioningPositioning
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Defining Your PositioningTarget Customer Map Target Customer Map
Plan Design &Build Market Sell Implement Support
•Gather market info
•Write requirements
•Calculate ROI
SAMPLE: SAMPLE: Software Company MapSoftware Company Map
•Create project plan
•Assign resources
•Track progress
•Create content
•Create campaign
•Track responses
•Qualify leads
•Schedule demos
•Negotiate contracts
•Assess current
•Perform gap analysis
•Create project plan
•Answer calls
•Send patches
•Populate knowledgebase
ZIGZAG MarketingZIGZAG MarketingTM
HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE
PRODUCT MANAGEMENT UNIVERSITY
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
TWO FOR ONETWO FOR ONE
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Two for OneRequirements Requirements
One business requirement usually takes multiple releases to satisfy
Write it once
“Save As…” and add more features
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Managing Feature RequestsMAP TO REQUIREMENTS
Requirement 1 Requirement 2 Requirement 3 Requirement 4
•Enhancement 1•Enhancement 2•Enhancement 3•Enhancement 4•Enhancement 5•Enhancement 6•Enhancement 7
•Enhancement 1•Enhancement 2
•Enhancement 1•Enhancement 2•Enhancement 3
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Two for OnePositioning Positioning
Reuse business requirement documents
“Save As…” and
Message to each market segment
ZIGZAG MarketingZIGZAG MarketingTM
HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE
PRODUCT MANAGEMENT UNIVERSITY
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
POSITIONING REALITY POSITIONING REALITY CHECK!CHECK!
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
Changing Your PositioningTarget Customer Map Target Customer Map
Plan Design &Build Market Sell Implement Support
•Gather market info
•Write requirements
•Calculate ROI
•New feature
SAMPLE: SAMPLE: Software Company MapSoftware Company Map
•Create project plan
•Assign resources
•Track progress
•Create content
•Create campaign
•Track responses
•Qualify leads
•Schedule demos
•Negotiate contracts
•New feature
•Assess current
•Perform gap analysis
•Create project plan
•Answer calls
•Send patches
•Populate knowledgebase
ZIGZAG MarketingZIGZAG MarketingTM
HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE
PRODUCT MANAGEMENT UNIVERSITY
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
REQUIREMENTS & POSITIONINGREQUIREMENTS & POSITIONINGAre They Really The Same?Are They Really The Same?
John Mansour
Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME?
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