Solutions and Product Management Managing Products and Services

Solutions and Product Management Managing Products and Services for Custom Solutions May 16, 2009 Donald Janeway d. janeway@nc. rr. com

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• 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

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. Supplier

Landscape Product / Service = Solution Customer Problems / Needs Requirements Delivery

Landscape Product Customer Problems / Needs Solution Products / Services Portfolio Product Service Requirements Delivery Product-based Solutions to Meet Customer Needs

Where We Focus Custom 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 10

High Level Challenges • Satisfy customers – • Maintain efficient product portfolios – • Well crafted solutions at competitive prices Continuously competitive mix of offerings Maintain productive processes – – Solution development and delivery Efficient exploitation of available products Product development Cooperation among internal organizations

Functional Points of View Development Production / Distribution Marketing Sales Customer Support

Approaches to the Challenges Product Design Portfolio Management Customization • Modular • Adjustable • Dimensional Product Lines: • Fit Options • Solution Building Blocks Robust Definition • Features In / Out Product Marketing • Micro-segment Marketing • Personalized Marketing • Relationship Marketing • Solution Selling Organization Specialized Groups / Companies • Product Development • Customer Solutions Cross-functional Teams

Product Management Roles Strategic Tactical Market Analysis Quantitative Analysis Product Strategy Product Planning Marketing Program Sales Strategy Readiness Channel Support Steve Johnson, Pragmatic Marketing Product Planning Product Marketing What are Product Management Best Practices to Meet the Solution/Product Challenges?

Best Product Management Practices? Product Planning – Market Analysis – • Segmentation Requirements – • For Modularity, Adjustment, Dimension/Scale • Common vs Segment or Customer Specific • Define, Categorize, Prioritize Product Definition Product Marketing Positioning Sales Enabling for Products/Services and Solutions Pricing

Contact Info Donald Janeway d. janeway@nc. rr. com http: //www. linkedin. com/in/donjaneway

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