product roadmaps
DESCRIPTION
Strategic Brand PlanningTRANSCRIPT
STRATEGIC POSITIONING & PRODUCT ROADMAPS
STRATEGIC FOCUS
A strategy is an integrated set of choiceswhich positions a firm in an industryso as to generate superior financial returns over the long run.
Jan Rivkin, Strategy Unit Head, Harvard Business School
FOCUS ALIGN
CREATING A SUSTAINABLE ADVANTAGEWHERE TO PLAY? HOW TO WIN?
FOCUS ALIGN
Make Decisions Create Principles
Growth/Innovation
Time
LIFE CYCLESCATEGORY, COMPANY, PRODUCT
Startup
FOCUS FOCUSALIGN ALIGN
Growth
Maturity
Decline
Focus and alignment are two sides of a coin:Alignment requires focus; focus enables alignment.
Growth/Innovation
Time
RATE OF CHANGESHORTER CYCLES REQUIRE A SUSTAINABLE FOCUS
15 years
10 years
3 years
Frequent reinvention is unsustainable.Greater transparency makes it harder to keep changing.
Audience(s) Audience researchUnmet needsPersonas, meaning
CategoryMarket dynamicsRisk toleranceStrategic objectives
Claim Opportunity spacesPositioningValue proposition
STRATEGY IS ABOUT CHOICESEASY QUESTIONS – HARD ANSWERS
FINDING FOCUS
Flic
kr u
ser
glas
seye
s vi
ew
In language and metrics, weprobably need to be more different.
MARKETS FLOCK TOGETHER
High
Low
Market attributes
Competitor 1
Competitor 2
Competitor 3
APrice
BQuality
CSpeed
DConvenience
E
MARKET MAPS
High
Low
Market attributes
APrice
BQuality
CSpeed
DConvenience
E F G
GETTING DIFFERENT
Give your customers a reason to remember you.
Product/service offering
(Given)
Communicate the offer...
(Varies)
Brand the offer...
Position the offer...
Value proposition of the offer
...
What offer?
SayDo
OLD APPROACH
Find sources of value... Holistic experience/platform
Refine the value proposition...
Create a future-focused platform...
Define key touchpoints...
Express and deliver on the claim.
Say Do
NEW APPROACHLEAD WITH SOURCES OF VALUE – WALK THE TALK
(Given) (Varies)
Stake our claim Have a point of view focused on future customer meaning, rather than today’s o�ering per se.
Design compelling experiencesIdentify key customer touchpoints to support and express your di�erence, create memorable interactions with clear outcomes.
SET THE STAGE FOR INNOVATION
FOCUS ALIGN
FOCUS ON MEANINGFUL CLAIMS
OFFERING
MEANING
PRODUCTS SERVICES
NikeShoesApparel
...Is not what customers buy.
What these brands are selling...
“Inspiration and innovation to athletes
around the world.”
Third place,convenience
Digital content,connected lifestyle
AppleComputersElectronics
Starbucks Coffee
PEOPLE-BASED POSITIONING
FOCUS ON PEOPLE CONTEXT, NEEDS, BEHAVIORS, DECISION MAKING... MEANING
Experiences
Fears
Biases
Motivations
Context
Perceptions
Alternatives
Limitations
Habit
Desires
Needs
Workarounds
Aspirations
Motivations
Behaviors
Processes
IDENTITYWho are we / What we would do
TIMEPresent vs Future
RiskGain, Loss, Uncertainty
MEANING
“The purpose of business is to create a customer.”– Peter Drucker
BRAND PLATFORM
Practice areas Target, Media, Timing
Language/Metricsfor optimization
Systems for alignment Language, Standards, Metrics
Strategic intent Audience, Claim, Support, Meaning
PRACTICE
PRINCIPLES
PHILOSOPHY
ALIGNMENT
ACTION
FOCUS
PLATFORM
MEANING
SEGMENTATIONMANUFACTURING > ECONOMIC > BEHAVIORAL
SEGMENTS OFFERING
Which features?How many?
MEANING
LANGUAGE OF OUR OFFER
MEANING
ServiceProduct
( ) ( )
REVENUE MODELS
ServiceProduct
++
$“Free”
Delivery
Shipping
Customer Support
“Free”
ConnectorsTerminals
ToolsAmenities
$
Meaning
OFFER INNOVATION PATHS
Services acting like productsProducts acting like services
SaaS Packaged pricing
ServiceProduct
SUM OF OUR OFFERPRODUCT-SERVICE CONTINUUM – CUSTOMER MEANING
= MEANING
RIS
K /
RE
SO
UR
CE
S /
IN
NO
VAT
ION
TIME
V IS ION
ENVISIONINGFINDING FOCUS
RIS
K /
RE
SO
UR
CE
S /
IN
NO
VAT
ION
TIME
BACKCASTINGREVERSE ENGINEER THE FUTURE
V I S I O N
RIS
K /
RE
SO
UR
CE
S /
IN
NO
VAT
ION
TIME
STRATEGIC ROADMAP
Vision
Meaning
RIS
K /
RE
SO
UR
CE
S /
IN
NO
VAT
ION
TIME
STRATEGIC ROADMAPMAKE DECISIONS – CREATE PRINCIPLES
Vision
FOCUS
ALIGN
Meaning
RIS
K /
RE
SO
UR
CE
S /
IN
NO
VAT
ION
Get competitive Play the game better Change the game
HORIZON PLANNING
Vision
H1
H2
H3
TIME
Meaning
ACT
H1
Initiative
Initiative
Initiative
Initiative
Initiative
Initiative
Initiative
Initiative
Initiative
TodayRapid prototypesMin. viable solutionsQuick wins
Strategic Action
TomorrowBigger stepsNew trajectoryLaunches
FuturePlatformsEcosystemsBusiness models
H2 H3
STRATEGIC ROADMAP
OFFER / FEATURE EMPHASISH1 TRIAGE
retire
support
promoteMeaning
Hard
Easy
Very ImportantNice to have
IMPORTANCE AND DIFFICULTYH2 PRIORITIZATION
1
24
3
Meaning
New Customers
Current Customers
New OfferCurrent Offer
CUSTOMER / OFFER GROWTHH3 PLANNING
Meaning
expand diversify
extend
6 monthsOfferComponents
12 months 18 months
PRODUCT ROADMAPS
Meaning
Meaning
Meaning
THANK YOU