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Solutions and Product Management
Managing Products and Services for Custom Solutions
May 16, 2009
Donald Janeway
[email protected]
Thank you to our sponsors
• Solutions and Product Management: Managing
Products and Services for Custom Solutions
Let's explore together:
•
•
How customer needs for tailored solutions challenge product managers in many
industries to meet these needs profitably
How PMs can better meet these challenges
© DLJaneway “Custom_Standard”
Solution Complaints
Customers
Your solution doesn't do all we need.
It's too hard to use the features I need,
because the clutter of other features gets
in the way.
It's a great solution, but price is too high.
We're spending too much time and
money creating similar but unique
solutions for each customer
We expected a turnkey solution, but you
left too much of the customization to us.
It's costing to much to develop and
maintain all these unique versions of
our standard products.
You call this a solution? It's just your
standard products put together badly.
Sell What's Available Today. Exploit
the capabilities we provide now.
We have too many products.
Most are seldom ordered.
© DLJaneway “Custom_Standard”
Supplier
Landscape
Customer
Problems /
Needs
Product / Service
= Solution
Requirements
Delivery
© DLJaneway “Custom_Standard”
Landscape
Customer
Problems /
Needs
Solution
Product
Products / Services
Portfolio
Product
Service
Requirements
Delivery
Product-based Solutions to Meet Customer Needs
© DLJaneway “Custom_Standard”
Where We Focus
Custom Solutions
Solutions
• One Client / One
• Deliverable
One Client /
• One-off
One
• Turn-key
Deliverable
• One-off
• Turn-key
Standardized
Products
•Mass Markets
•High Volumes
•No variation
1
5
6
© DLJaneway “Custom_Standard”
10
High Level Challenges
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Satisfy customers
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Maintain efficient product portfolios
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Well crafted solutions at competitive prices
Continuously competitive mix of offerings
Maintain productive processes
–
Solution development and delivery
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Efficient exploitation of available products
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Product development
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Cooperation among internal organizations
© DLJaneway “Custom_Standard”
Functional Points of View
Development
Production /
Distribution
Marketing
Sales
Customer
Support
© DLJaneway “Custom_Standard”
Approaches to the Challenges
Product Design
Portfolio
Management
Customization
• Modular
• Adjustable
• Dimensional
Product Lines:
• Fit Options
• Solution Building Blocks
Robust Definition
• Features In / Out
Organization
Product Marketing
• Micro-segment Marketing
• Personalized Marketing
• Relationship Marketing
• Solution Selling
Specialized Groups / Companies
• Product Development
• Customer Solutions
Cross-functional Teams
© DLJaneway “Custom_Standard”
Product Management Roles
Strategic
Market
Analysis
Tactical
Quantitative
Analysis
Product
Strategy
Product
Planning
Marketing
Program
Strategy
Sales
Readiness
Channel
Support
Steve Johnson, Pragmatic Marketing
Product Planning
Product Marketing
What are Product Management Best Practices to Meet the Solution/Product Challenges?
© DLJaneway “Custom_Standard”
Best Product Management Practices?

Product Planning
–
Market Analysis
•
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
Segmentation
Requirements
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For Modularity, Adjustment, Dimension/Scale
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Common vs Segment or Customer Specific
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Define, Categorize, Prioritize
Product Definition
Product Marketing

Positioning

Sales Enabling for Products/Services and Solutions

Pricing
© DLJaneway “Custom_Standard”
Contact Info
Donald Janeway
[email protected]
http://www.linkedin.com/in/donjaneway
© DLJaneway “Custom_Standard”
Thank you to our sponsors