Adaptive Marketing - Monetization and Pricing Models for the New world
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Agenda to build Product Strategy
OnlinePharma.in
2
1. Role of a PM
2. Market Research Techniques
3. Product Strategy Model – Value Curves
Role of a PMBeyond requirements analysis
CEO for the product
Define the roadmap and
deliver products that customers
will actually buy
Master Orchestrator of the
“productizing” process
Finding compelling, competitive and
profitable solutions to market problems
Product Manager
Customer/ Market
ExternalInternal
4
Product Management Interlock
Steering teams
Executives
Engineering
Marketing
Sales
Architects
Project Mgr
Support
SEs
And more..
Partners
Analysts
Thought
leaders
Channel Sales
Agencies
Suppliers
And more..
Inputs to Strategy
Market
Size
Addressable
market
Direct
CompetitorsResource
Competitors
Substitutes
Switching
costs
Customer Pain -
Size
Barriers to
entry
Positioning
Target
Segments
Target Customer
Types
Willingness to
Pay
Big Fish in Small
Pond?
Core
Competencies
Organizational
Appetite
Timing
New
Competencies
M&A
New Routes to
Market
Product Strategy
Sales / Support
Investments
Fleeting or
lasting?
Freemium
Many ways to arrive at it
Market Research
Inputs
Product
Strategy
Discovery::Social Media
7
New way of getting customer insights without
flying around the world!
Channels like linkedingives you focused access
to the desired audience
Validation
Linkedin Polls
Facebook “like”
Blog responses
Validation:: Secondary Research
Source: Apple
MarketPlace Apps
by Category as of
9/24/11
9
9/27/2011
___ Real World Product Mgmt Best Practices
___ Weekend Schedule (full weekend)
___ Weekend Schedule (partial weekend)
___ Industry Guest Lectures
___ Emerging Topics
___ US based CPM certification
___ AICTE (Govt of India) approved course
___ Internship opportunity
___ Option for attending certain session online
___Flexible Payment Option (EMI, deferred)
___ Leadership/Soft Skills Module
___ Subscription to all major business
periodicals and magazines
___ Program approved by
company management
___ Progam located in my city
___ Followup coaching and
attending future sessions
available as alumni
___ Write-In: ____________________
Comments: _____________________
_______________________________
_______________________________
Name: __________________Company: _______________Role: Engineering PM Marketing Sales
100$ test :: Prod Leadership Exec Program
Market Research :: Survey
Hire an Expert, if you can.
Your Decisions could cost jobs.
Online Market Research tools
Zoomerang
Survey Monkey
Google Ads
AskYourTargetMarket
Example of a “soft” survey
Dear Pinkesh,
I noticed you haven't been using TimeBridge a lot since you signed up. We'd love to understand what is holding you back.
If you click one of the links below it would help a lot.
"Everything is fine, just haven't had an occasion to use it yet." Yes, that's it.
"I'm having technical difficulties with TimeBridge." Yes, that's it.
"Don't think I'll be using this, as I don't have a need for it." Yes, that's it.
"I forgot to use TimeBridge the last time I scheduled a meeting." Yes, that's it.
"None of these apply." Let me tell you more.
You can always just reply to this email if you'd like. Thanks for your feedback!
Best Wishes,
John Stormer, VP Marketing
If you don't want to receive future marketing messages from TimeBridge click here.TimeBridge, Inc. | 1600 Shattuck Avenue, Suite 216B | Berkeley, CA 94709
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Market Research :: Survey Analysis
Source: India’s first Annual PM/PMM Survey – Nov 2010
Summary
Data
Your
Analysis
Quote the
source
Market Research :: Validation:: LinkedIn
How do we stitch it together?
Reference Books:
Blue Ocean Strategy
– Kim, Mauburgne
Value Curves Methodology
17
Elements of Performance
18
Elements in aggregate define a product or a
service
Attributes that different customers associate
different “value” to
Its measurable
Its not a feature/benefit
EOP for Cisco Router
Configuration
Interface
Replacement Service
Power
consumption
Price
2005: Samsung LCD HDTV launch in US
Case study: Samsung
19
Value Curve:: Samsung
20
Elements of Performance
Price
Picture Quality
Emotional Appeal
Décor
Sound Quality
HDTV
Functionality
Sony Sharp Samsung
Low Value
High Value
Value Differentiation Identification
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Six Question test-1. What elements can we eliminate or reduce
the value delivered?
2. For what elements should we increase the value delivered?
3. What new elements could we introduce?
4. Do these changes make for compelling value proposition to MIC?
5. Is our position unique?
6. Is this position sustainable?
Value Curve:: Samsung Revisited
22
Elements of Performance
Price
Picture Quality
Emotional Appeal
Décor
Sound Quality
HDTV
Functionality
Sony Sharp Samsung
Low Value
High Value
Value Delivered
23
Samsung 51/52
(LN52A650) model
introduced in US in
Feb 2006
Company Jan 06 May 06
Samsung 12.1% 26.4%
Sony 24.6%
Sharp 8.4%
TV Market share
Source: BusinessWeek Online June 22, 2006
Onlinepharma.in
List elements of performance
24
Elements of Performance
25
Drug Catalog – will I get the medicine I want?
Time to Deliver – how long before I get it in my hands?
Price – what is going to be my final price?
Payment – can i pay through my insurance? (cashless, reduced paperwork)
Reminders – can I setup a recurring schedule
Open – can I get a medicine in the middle of the night?
Support – can I have access to pharmacist if I have questions on dosage?
Medical Advice – can I get medical advice for non critical issues?
Elements - Ranked
26
0123456789
10
Madhya Pradesh
Kerala
Punjab
12
3
Value Curves – Tier2 cities
Drug
Availability
Access Price Cashless Time to
Deliver
Online pharma "Aayush" chain
All competitors
30%
5%
20%
25%
17%
3%
Drug Variety
Time to Deliver
Price
Access
Home Delivery
Cashless
Ranked Value
Elements: General
27
Low Value
High Value
“Productizing” Process
28
• Customer Value Modeling
Understanding Value
• Define products
Creating Value • Value
based Pricing
Capturing Value
• Positioning Value Prop
Communicating Value
• Value Channels Network
Delivering Value
Choosing to
Build
Building
Profitably
Building it
right
Marketing it
right
Selling
effectively
Market Analysis
Strategic Planning
Product Planning
Go To Market
Sales Enablement
Value Management = Product Management
Choosing to
Build
Building
Profitably
Building it
right
Marketing it
right
Selling
effectively
“Productizing” Innovation::Idea to Enterprise
Value Research &
Analytics
Resources & Competencies
Target Market Sizing
Product Strategy
Win/Loss Analysis
Competitive Analysis
Pricing & Packaging
Buy/Build/ Partner
Requirements
Routes to market
Collaterals & Sales Tools
Product Line Economics
Personas &
Scenarios
Market Acceptance
Planning
Marketing Plan
Launch Plan
Customer Acquisition
Lead Generation&
PreSales
Channel & Sales Training
Evangelism Thought
Leadership
Performance Analysis
Business Model & Plan
Product Roadmap
Product Positioning
Customer Relationship
Mgmt
Market Analysis
Strategic Planning
Product Planning
Go To Market
Sales Enablement
29
30
Scheduled Training Offeringswww.adaptivemarketing.in
Open
Workshops
Adaptive
Product
Management
Professional
Adaptive
“Productizing”
Workshop for
Engineers
Adaptive
Advanced
Workshop for
Product Mgr
Adaptive
Advanced
Workshop for
Sales & Marketing
Duration 6 days 2 days 2 days 2 days
Audience 5+ years
experience in
product
company
5+ years
experience.
Engineers, Project
Managers,
Architects
4+ years of
PM/PMM,
experience, MBA
desirable
4+ years of
customer facing
BD, PM/PMM,
sales experience
Focus Career
Transformation
workshop that
builds
foundational
skillsets to
become a
global PM
Developing a
customer &
business context
around building
products.
Understand P&L,
Business plan,
success metrics
Advanced PM
skills, managing
multiple product
lines, new
product
launches, Business
plans, social
media
Focus on setting
up and running
sales and
marketing
operations.
Leveraging online
marketing, social
media
Certification AIPMM, USA
Certification
(CPM/CPMM)
Adaptive Product
Professional
Certification
AIPMM, USA
Certification
(CPM)
AIPMM, USA
Certification
(CPMM)
31
Training
Train and certify product professionals for
accelerated career growth
Consulting
Helping companies launch new product lines and
scale existing ones throughout the product
lifecycle with predictable success.
Execution
Integrate with client’s management team and help
set and execute product strategy
We consult with companies and train
professionals on “productizing”
