tmp tlp product packaging
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TRANSCRIPT
Product packaging Talent Capacity Strategic Meeting
(Sep 2013)
PRODUCT-CUSTOMER FLOW
1! 2!PRODUCT EVOLUTION! CUSTOMER FLOW!
UNDERSTAND!--------!
FOCUS!CUSTOMIZE!
ATTRACT!-‐-‐-‐-‐-‐-‐-‐-‐!
CONVERT!-‐-‐-‐-‐-‐-‐-‐-‐!
CLOSE!
DELIGHT!-‐-‐-‐-‐-‐-‐-‐-‐
SHOWCASE!
3! 4!
PRODUCT-CUSTOMER FLOW
1! 2!PRODUCT EVOLUTION! CUSTOMER FLOW!
3! 4!
(Initial) P!oduct
Packaging and other talent processes!
Recruitment Did not fulfil planned capacity
Understand ---
Focus Cust"ised
(Additional) P!oduct Packaging
this must be done as soon as after Talent Allocation !
(Initial) P!oduct
Packaging
Understand your market! • Initial sensing of Supply and
Demand (internal and external)!• Process of Hypothesis and
Validation!
UNDERSTAND!--------!
FOCUS!
1!(Initial) P!oduct
Packaging!
Understand (Internal) • KSA requirement analysis!
• What kind of Knowledge, Skills, and Attitude is required for a member in oGIP?!
• Last cycle’s membership profile data!• Customer feedback (NPS)!• Survey TXP outcome: alumni!
• Surveying successful alumni, asking them which part of TMP/TLP contribute most to their success today? And then find out the common elements. Make sure the results reflect in the product packaging processes.!
UNDERSTAND!--------!
FOCUS!
1!(Initial) P!oduct
Packaging!
Understand (External) • External research helps you better
understand your student market, then you can also make decisions based on external relevance.!
• HOW? In order to not get lost in research Define a key question/ hypothesis that you want to get more information on: !
UNDERSTAND!--------!
FOCUS!
1!(Initial) P!oduct
Packaging!
Understand (External) Example of questions!1. Competency would students want to
develop!2. Plan after graduation!3. Opportunities in AIESEC you are
most interested in!4. Values that is most important to
students!
UNDERSTAND!--------!
FOCUS!
1!(Initial) P!oduct
Packaging!
Understand (External) • WHAT:
What are the opportunities gaps in my university!• Check out: !• Youth insights surveys/ reports!• Employment issues trending on
media/ university!• Companies recruitment info:
website and prospects!
UNDERSTAND!--------!
FOCUS!
1!(Initial) P!oduct
Packaging!
Focus • Which student market do I
focus on?!• which college/ school/
department!• 1st/ 2nd/ 3rd/ final year!• Post graduates?!
• Which cycle and timeline for TXP? !• depending on timeline of
studies)!
UNDERSTAND!--------!
FOCUS!
1!(Initial) P!oduct
Packaging!
• Planning/ Thinking-part!• (unique) Value Proposition
definition!• Action-part!• Product Evolution!• Usually involved “learning &
development” to enhance the product to attract customers.!
CUSTOMIZE!
2!(Initial) P!oduct
Packaging!
CUSTOMIZE!
2! Cust"er Value Canvas
(Initial) P!oduct
Packaging!
For more details, visit http://businessmodelalchemist.com/blog/2012/08/achieve-product-market-fit-with-our-brand-new-value-proposition-designer.html !
CUSTOMIZE!
2! Cust"er Value Canvas
(Initial) P!oduct
Packaging!
1a) Job-to-be-done:!• Describe what a specific customer segment is trying
to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.!
1b) Pains:!• Describe negative emotions, undesired costs and
situations, and risks that your customer experiences or could experience before, during, and after getting the job done.!
1c) Gains:!• Describe the benefits your customer expects,
desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings.!For more details, visit
http://businessmodelalchemist.com/blog/2012/08/achieve-product-market-fit-with-our-brand-new-value-proposition-designer.html !
CUSTOMIZE!
2! Cust"er Value Canvas
(Initial) P!oduct
Packaging!
2a) Products & Services:!• List the products and services you offer that help
your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs!
2b) Pain relievers:!• Describe how your products and services eliminate
or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done? !
1c) Gain Creators:!• Describe how your products and services create
benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings? !For more details, visit
http://businessmodelalchemist.com/blog/2012/08/achieve-product-market-fit-with-our-brand-new-value-proposition-designer.html !
CUSTOMIZE!
2! Cust"er Value Canvas
(Initial) P!oduct
Packaging!
Left Side:!Based on Design!
Right Side:!Based on Research and Observations!
FOR EXAMPLE: top students in Business School!
Gains:!• Global network of young people!• Interaction with corporate world!• Meet new friends with common vision and
values!• Self-discovery and self-awareness!• Attitude to challenge status quo and step
outside comfort zone!• Take responsibility and ownership!• Develop and create experience for others !• Expand horizon and interest in world issue!• Gain practical management knowledge and
leadership skills!• Experience different culture!• Alumni network!• Intensive learning and working experience!
Pains:!• Require too much time investment!• Sometimes the harder we work don’t mean
more we learn!• Large workload and pressure compare to
other students!• Money investment for conference attendance!• Others (friends + family) don’t usually
understand what you are doing!• Affect academic results/ health!
Job-to-be-done:!• Graduate with good grades!• Get into a good career after
graduation/ career development!• Want international experience!• Gain practical (work) experience/
learning!• Achieve large “ROI”!• Personal and professional
development!• Participate in democratic and
dynamic organisation!• Contribute to a noble goal/ vision!• Expand personal and professional
network!• Build up better CV!
Top talent!
Gain creators:!• Allow business students to exercise their
learning practically in real world scenario!• Event OC allow students to interact with
corporates and other stakeholder!• Conferences allow students to expand their
network and step outside comfort zone!• Trainee buddy and CEEDership allow cultural
interaction and raise interest in world issues.!• Interaction with (potential and returnee) EPs
made students aware of the impact they have on others.!
• Reviews with TL and conference attendance allow time for self-reflection.!
Pain relievers:!• Regular reviews with TL allow students to be
aware of their learning with respect to time!• Platform like short term experiences allow
students to balance academic, life, AIESEC!• Interaction with corporates through AIESEC
opens up career options!• Practical experiences and support allow
students to clearly tell their stories to externals (with CVs), family and friends!
• LC reinvestment releases pressure financially!
Product & Services: !(oGIP TMP experience)!• Sub-product and students market
research!• EP recruitment/ induction event OC!• Returnee follow up and showcasing!• Local/ national/ international
conferences attendance !• Trainee buddy!• CEEDership!• Skills training by/ conversations
(Y2B) with corporates!
(Additional) P!oduct
Packaging Timeline largely depends on how rigorous the (initial) product packaging was done.!
UNDERSTAND!--------!
FOCUS!
1! First thing we MUST “understand”:
• Identify the outstanding roles, and understand the key reasons why they were not fulfilled!!
• This must be kept in mind during the (additional) product packaging process.!• Therefore, we can be
SPECIFIC and not general!
(Additional) P!oduct
Packaging!
Understand (Internal) • Based on the outstanding
roles identified:!• KSA analysis!• Last cycle’s membership
profile data!• Customer feedback (NPS)!
UNDERSTAND!--------!
FOCUS!
1!(Additional)
P!oduct Packaging!
Understand (External) • Remind yourself for the external
market research result that was carried out before.!• Especially, the profile of KSA for
specific students!• E.g. what KSA does a business school
students have ? You can also break it down to different years of student.!
UNDERSTAND!--------!
FOCUS!
1!(Additional)
P!oduct Packaging!
Focus • Match up the internal and
external “understanding”, based on the outstanding roles after recruitment.!• Making a decision on which
market to focus on for which roles.!• Usually there is no direct exact
match between internal and external understanding, therefore, “learning & development” is necessary to full in the gap.!
UNDERSTAND!--------!
FOCUS!
1!(Additional)
P!oduct Packaging!
• Planning/ Thinking-part!• (unique) Value Proposition
definition!• Action-part!• Product Evolution!• Usually involved “learning &
development” to enhance the product to attract customers.!
CUSTOMIZE!
2!(Additional)
P!oduct Packaging!
CUSTOMIZE!
2! Cust"er Value Canvas
(Additional) P!oduct
Packaging!