A collection of images that companies use to help them develop product and corporate strategy. All of them can be played as collaborative, serious games. What images would you like to add?

1. www.conteneo.co
Strategic Planning Through Pictures
Often the best way to communicate
strategic choices is through simple pictures.
Let’s review some options.

2. www.conteneo.co
Collis’s Strategic Sweet Spot
Competitor
Offerings (for target
market)
Customer Needs (for target
market)
Your Capabilities
Sweet spot
You win
Opportunity
Jump ball
You lose
You battle

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Whole Product Thinking
Source: Levitt
Augmented
Product
Expected
Product
Potential
Product
Generic
Product

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4
Hi-Tech “Whole Product” Planning
The
Product
Hardware
Software
Legacy
interfaces
Networks
& peripherals
Pre-sales
services
Post-sales
service
& support
Templates
Consulting
Where you can show
you understand your
customer’s business
problem and its
solution
Where you can show
you have committed
to solve the problem and have
a pre-engineered solution
What your in-category
competitors have in
common with you
Source: The Chasm Group

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Sample Whole Product
Product
Services
Other

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The Product Lifecycle

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BCG Growth-Share Matrix
Market Growth
High
Relative
Market
Share
Low
Weak Strong
Star
Dog
Cash Cow
Question Mark

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SWOT Structure
S
T
W
O
Helpful Harmful
InternalExternal
Phase 1
Complete this
matrix for a
specific
competitor.
Phase 2
Analysis it. What,
if anything, are
you going to with
your conclusions?

9. www.conteneo.co
Phase 1: Completing the Matrix
•What do you do well?
•What are your unique selling points?
•What are your structural advantages?
•What relevant resources you have
access to?
• What are you doing badly?
• What should you improve?
• What should you avoid?
Analyze external attractive factors
facing you like positive market trends
and try to uncover greater potential.
What external obstacles in your are
largely beyond your control?
Example: Unfavourable trends like
downsizing, obsolescence, price wars,
competitors with superior
skills/products, shifts in consumer
tastes and changing technology.

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Channel Distribution Structures
Wholesalers /
Distributors
Manufacturers / Producers
“Customers”
Enterprises Professionals Consumers
Systems Integrators
Value-Added Resellers
Retailers
Agents / BrokersDirect

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Potential / Development Plot
Technology Stage-Gate: A Structured Process for Managing High-Risk New Technology Projects

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© 2010 by Intellectual Assets, Inc.

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R&D Posture Overlay
Offensive
Long-Range R&D
Next Generation & Selective Break-Through
Offensive
Short Term R&D
Incremental
Defensive
Maintenance R&D
Next Generation
Offensive
Maverick R&D
Break-Through
Withhold R&D
Customer Technical Support
© 2010 by Intellectual Assets, Inc.

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Use Map Overlay
Build Patent Fences License-Out
Maintain
Portfolio
Abandon Patents
© 2010 by Intellectual Assets, Inc.

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Value Map Overlay
Support
Project
Abandon
Project
© 2010 by Intellectual Assets, Inc.

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Platform
Support Derivative
Breakthrough
= size of investment
Market
change/
External view
Technical
change/
Internal view
Project Classification Matrix

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Best
option
Support Cancel
Limit
exposure
= size of investment
Risk
Return
Risk/Return Matrix

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280 Group
Four Quadrant Feature Grouping
Skip
Everything
Here
Study More
Study Less Focus Here
Cost/RisktoDevelop
Value to Customers
LowHigh
Low High

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Life “Firsts”
PurchaseRequest
AssistedPurchase
4
SavingsAccount
72
IndependentIncome
Job
Housing(Apartment)
Subscription(Pager)
Loan(Car,PC)
CreditCard
Mortgage
Prom
Investment(401K)
...
12 15-18 20s18-22
IndependentPurchase

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Market Rhythms
Jan
Apr
Sep
Aug
Jul Jun
May
Mar
Feb
Oct
Nov
Dec

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Xplane Empathy Map

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Sunni Brown’s “On the Cover”