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Fritz Mueller

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Be the first to sound the alarm and state a response plan with a reasonable first step. ... Do go in one step at a time. ( Honda) Fritz Mueller. Implementing the Plan ... – PowerPoint PPT presentation

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Title: Fritz Mueller


1
Prioritizing Features
  • Fritz Mueller

Director of Product Management
2
Prioritizing
  • What gets done
  • Gather Requirements
  • Prioritize
  • Write the Plan
  • How it gets done
  • Defending and selling the plan
  • If you cannot defend the plan, the priorities
    will get changed.

3
Prioritizing
  • The Ideal Do all positive Net Present Value
    (NPV) projects.
  • Reality What rules do you use to decide on the
    tradeoffs

4
Sources of Input
Customers
New Technology
Long Term Fixes
Embattled Prod. Mngr.
Competitors
Support
Engineering
Cool Features
Sales
5
Rule 1 Identify the Customer
  • Identify the customer or else
  • You will only listen to the vocal customers
  • You will define too broad a group of customers
  • You will not solve anyone's problems or needs

6
Rule 2 - Categorize
Big Payoff
Little Payoff
2
Easy
1
Generates Momentum
3
X
Difficult
High Risk
7
Rule 3 - Balance
  • Frequent Customer Requests
  • Press
  • Competitive Response
  • Engineering Ideas
  • Long Term Architecture Issues
  • New Technologies
  • Support
  • Development Costs

8
Optimal Balance
  • You have to balance so what is the optimal
    balance?
  • Most common requests
  • Press Demo Features
  • Competitive Response
  • Lifecycle of Product
  • Target Market

9
Rule 4 Disruptive Change
  • While you are refining the product some else is
    redefining the space.
  • Be the first to sound the alarm and state a
    response plan with a reasonable first step.

10
Customer Input Risks
  • What customers ask for and buy are different
  • Understand why do customers stay with you
  • Technical vocal minority vs. silent majority

11
Causes of Confusion
  • If you cannot decide on a plan then.
  • Too diverse a customer set or not sure who the
    customer is.
  • Not confident about defending the plan
  • Market is changing
  • You saturated the market

12
Handling Confusion
  • If you cannot decide on a plan then.
  • Too diverse a customer set. split the line and
    segment the market or focus.
  • Not confident about defending the plan talk to
    more customers
  • Market is changing new product line needed or
    company must change
  • You saturated the market expand the definition
    of the market you are in.
  • If you still cannot decide then the company may
    be in trouble and have no safe direction

13
Rule 5 Dont Forget the Basics
  • Who is the customer?
  • What do they value?
  • Is the product consistent with the marketing
    plan?
  • Is the product consistent with the corporate
    strategy?
  • Dont go into a market half way. Do go in one
    step at a time. (Honda)

14
Implementing the Plan
  • The biggest problem is defending your plan
    because any plan you come up with will be
    questioned.

15
Rule 6 Sell the Plan
  • You will never make everyone happy.
  • Since not everyone is happy you need to convince
    everyone that you have the best possible plan and
    any other plan would be worse.

16
Interested Parties
Sales, Customers
Eng.
Senior Mngmt.
Prod. Mngr.
17
Selling the Plan
  • Senior Management
  • Q Why are we doing ?
  • A Strategic answer
  • Sales
  • Q When do we get?
  • A The most requested features are and we are
    working on them.
  • Engineering
  • Statement I am going to build
  • Response Customers dont want it or they wont
    pay for it or it will take too long to build.
  • Customer
  • Q Why should I care about?
  • A It will solve a huge problem for you.

18
Senior Management
  • This is our customer
  • This is why they buy
  • This is where the market is going
  • This is why we will win
  • Therefore the product plan has these features

19
From PM to CEO
Corporate Strategy
Successful corporate strategy is built from the
bottom up.
Product Strategy
Customer Requests
20
Summary
  • 1 - Identify the Customer
  • 2 - Categorize
  • 3 - Balance
  • 4 - Watch Disruptive Change
  • 5 - Basics
  • 6 - Sell the Plan
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