how to maximize the role of insights throughout the product lifecycle
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The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
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How to Maximize the Role of Insights Throughout
the Product Lifecycle
A Complimentary Webinar from Aurora WDC
12:00 Noon Eastern /// Wednesday 14 September
2016
~ featuring ~
Jason Voiovich Derek Johnson
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
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Jason Voiovich
Jason Voiovich is Chief Customer Officer at Logic PD, a product lifecycle management services firm that helps market-leading organizations launch and manage their next generation of products. As Logic PD’s CCO, Jason is responsible for maximizing strategic account acquisition, retention and profitability. He leads the engagement of all new business within Logic PD including the research, communications, account management and proposals teams.
Jason has more than 20 years of experience in marketing intelligence and research, specializing in competitive intelligence, new venture strategy, brand valuation and business modeling. Prior to joining Logic PD in 2012, Jason founded Ecra Creative Group, a Minneapolis-based marketing intelligence and brand development agency where he led account management and strategy. Jason received his B.S. in Communications from the University of Wisconsin, Eau Claire, his M.A. in Strategic Communications from the University of Minnesota, and Executive Education in data analytics at the Massachusetts Institute of Technology.
Email: Jason.Voiovich@LogicPD.com
The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora WDC at http://AuroraWDC.com.
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
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α Use the Questions pane on your GoToWebinar control panel and all questions will be answered in the second half of the hour.
α You are welcome to tweet any comments on Twitter where we are monitoring the hashtag #IntelCollab or eavesdrop via http://tweetchat.com/room/IntelCollab
α Slides will be available after the webinar for embedding and sharing via http://slideshare.net/IntelCollab
α To view the recording and download the PPT file, please register for a trial membership at http://IntelCollab.com
Questions, Commentary & Content
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75% of productsnever reach the market.
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Of those that do…9 out of 10 fail to delivera return on investment.
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You have better odds spinning the roulette wheel in Las Vegas than launching a successful product.
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Insights?
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or Obligations?
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Language barriers?
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Culture has the gun.
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11
How to lose a market in 90 days.
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Copyright 2016 Logic PD, Inc. All Rights Reserved. Confidential.
Three major phases of Product Lifecycle Management
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Copyright 2016 Logic PD, Inc. All Rights Reserved. Confidential.
PLM risk vs. return
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Copyright 2016 Logic PD, Inc. All Rights Reserved. Confidential.
J&J and its competitors circa 2005
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Copyright 2016 Logic PD, Inc. All Rights Reserved. Confidential.
PLM: It’s the culture, stupid.
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Why didn’t anyone listen?Practical examples of how
competitive intelligence can positively impact each phase of
the product lifecycle.
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
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The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
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The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
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The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
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Copyright 2016 Logic PD, Inc. All Rights Reserved. Confidential.
ROADMAPPING DEVELOPMENT FULFILLMENTOutcome Viable concept Realized product Profitable product
Mindset Innovation, creativity, testing, lean, agile
Problem solving, details, tradeoffs, timeline and budget constraints
Exploitation, refinement and expansion
Timing 10% 10% 80%
Stakeholders R&D, Product Management, Intellectual Property, Executive Management
Engineering, Product Management, Production, Regulatory Affairs, Quality
Manufacturing/Production, Quality Control, Sales, Finance
TACTICAL LEVELWhat are competitors doing now?
Buy samples, tear-downs, HUMINT, user interviews, regulatory submissions, patent submissions
Regular updates during development (competitors are not standing still)
Response to product, keep CI interesting and top of mind
CONSULTANT LEVELWhat will competitors do in the future?
Curating published roadmaps. Creating “unpublished” roadmaps based on multiple sources.
Tradeoff analysis (resolve conflicts) Competitive positioning of incremental feature improvements
INVESTOR LEVELHow can you change the rules of the game?
Build versus buy / comparative analysis techniques
Naysayer (sunk cost fallacy avoidance), kill criteria
Reframe the competitive field, scanning for disruptive competition
Intelligence Outcomes by PLM Phase
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Copyright 2016 Logic PD, Inc. All Rights Reserved. Confidential.
On any given Sunday, the Green Bay Packers know
more about their next opponent than most business
stakeholders know about their own company’s products.
CI can help.
The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
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Thank you! Now how about a little Q&A?
Email: Jason.Voiovich@LogicPD.com
Web: www.LogicPD.com
The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora WDC at http://AuroraWDC.com. See you next time!
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