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12/2/2010




Nerds collecting market intelligence
A.k.a. Applying Software Engineering Methods to Market
Intelligence
                                                                Vladimir.Blagojevic@Sirris.be




                                                       the collective centre of the Belgian technological industry
                                                                                                              02/12/2010   1




Sirris Software Engineering & ICT

•   Sirris = knowledge center
    • .be technological industry
    • Independent, industry-owned


•   Software Engineering & ICT Group

    •   Software experts: mix industrial and academic

    •   Advised > 200 companies
        “Software-Intensive Product Builders”
                                                                                                     Machine
                                                                         E-Health      Finance                        …
                                                                                                     Builders

    •   Industrial R&D
                                                                                    Software Intensive Product Builders



                            © sirris 2010 | www.sirris.be | info@sirris.be                          2




                                                                                                                                      1
12/2/2010




Starting from a white sheet of paper

•   Goal: develop a portfolio of
    services of strategic relevance for
    your target group
    • Additional to the market (non-
      profit, industry-owned)
    • Broad domain: software
      engineering and innovation



•   But where and how do you start?
    • Who is the target group?
    • What are their problems?
    • Who is serving them today?
    • What knowledge/skills to build?



                                          © Sirris | www.sirris.be | info@sirris.be | 02/12/2010   3




Go out of the building

•   Went in search for customers
•   Asked questions

•   Which themes are relevant for
    you?
    • What are your challenges?
    • How do you deal with them
      today?
    • What are your future
      ambitions?




                                          © Sirris | www.sirris.be | info@sirris.be | 02/12/2010   4




                                                                                                              2
12/2/2010




Nerds collecting market intelligence
                                                                                                                      has
                                                                                                                    external

•   What do software              CompanyXYZ         Has as
                                                     theme
                                                               Requirements Management for CompanyXYZ
                                                                                                                   expertise Managing The Requriements Process




    engineers do
    • Faced with a lot of input            Has as theme

                                                                          Has as
                                                                                                                            Writing Use Cases for Vending Machines
                                                                         challenge                          has internal
                                  Quality for CompanyXYZ
    • Need to make                                                                                          expertise




      something                                                Prioritarisation of Requirements Challenge


                                                                          Challenges
                                                                                                                                    Company View
                                                                                        Is contained in
                                                                Is contained
                                                                      in
                                                                               ReleaseDefinitionChallenge


•   They model
                                                                                                   Collective Challenges
•   They make abstractions

                                                          6 years, >150 companies



                                                              © Sirris | www.sirris.be | info@sirris.be | 02/12/2010                                          5




From strategic challenges to programs

•   Basically, problems, not solutions
    •   Long living, strategic problems


•   Goal: create action programs
    • Start awareness creation
    • Guide R&D                           Strategic                                                                          Technology
    • Deliver advisory services          challenges                                                                        state of the art

•   The idea seemed simple
    •   Problems + trends + competition
                                                                                            +
                                                                                     Programs



                                                              © Sirris | www.sirris.be | info@sirris.be | 02/12/2010                                          6




                                                                                                                                                                            3
12/2/2010




    5 Programs of Sirris Software Engineering



                           “The art of Software                                                      “The art of Innovating with
                              Engineering”                                                              Software and ICT”
                                   Product         Efficiently offer large
                                  variability      amount of products
                                                          variants
                                                                                                     Blending Innovation Management
                                                                                                        And Software Engineering

                                                                                                                          process


Ability to fully exploit                                                                                  The Art of innovating with Software and ICT
 the full potential of
       software
                                                                Efficiently respond to
                                                                      new market                                           product
            Risk                                                     opportunities
         management
          of failure
                                                  Flexible
                                                development                                             Crafting Smart ICT Products




                                                                                                  © Sirris | www.sirris.be | info@sirris.be | 02/12/2010   7




    Workshop                                                                             Users of ICT products
                                                                                         experience "information
                                                                                         overload“     spending less
                                                                                         time with my product, missing
                                                                                         crucial important information

    •           Imagine: you are VP Market
                Intelligence of Sirris                                                      Headaches of a CEO of an ICT company
                Software Engineering
                                                                                                                 •Develops ICT products for
                                                                                           The Builder            B2B/B2C market
    •           You get a lot of data from
                                                                                              The                •Specialize in a specific ICT
                the field (challenges,                                                    Technologist            technology
                technologies, trends…)
                                                                                                                 •Non-software companies with
                                                                                          The Curious             a vision for ICT




                                           Technologies for intelligent
Technological and                          processing of information
  business trends                          (automatic clustering of
                                           information, building of
                                           "profiles" of users, semantic
                                           understanding of information)




                                                                                                  © Sirris | www.sirris.be | info@sirris.be | 02/12/2010   8




                                                                                                                                                                      4
12/2/2010




Workshop Goal
                                    How to help The Builder whose                          Technologies for intelligent
                                    users experience "information                          processing of information
                                    overload" ==> spend less time                          (automatic clustering of
                                    with their product, miss crucial                       information, building of
•    Hands-on experience in our     important information?                                 "profiles" of users, semantic
     methodology                                                                           understanding of information)

•    Opportunity to discuss with
     peers
                                                                         +
•    Your task: spot
     opportunities for services or                            Opportunities
     products
                                               Opportunity for companies?
      •   As a VP Marketing Sirris             Sirris service/initiative?
          Software Engineering
      •   Differentiating / new things   Technological Advice                                                Shared R&D
      •   Combine: challenge +                 Practical answers
                                             to concrete problems
                                                                                                         Technological developments
                                                                                                           with industrial partners
          trends                                                              Services
                                         Innovation Projects                                             Shared Capacity
•    Opportunity = opportunity              Realisations from idea
                                                  to product
                                                                                                           Access to high-tech
                                                                                                             infrastructure

     for a Sirris initiative to help
                                                                        Knowledge Transfer
     its target group                                                   Insight into technology trends




                                                             © Sirris | www.sirris.be | info@sirris.be | 02/12/2010                   9




Questions we struggle with

1.    How to find (and quantify) the right segmentation of our
      target market?
      •   Based on the value proposition (not sectorial)
           • E.g. same problem in banking software, machine builder, IKEA
      • Too many possibilities
      • Quantification of segmentation (not from NACE)?


2.    How to communicate about this (dissemination)?
      •   Different interpretations, no standardization


3.    How to deal with bias while analyzing input from the market?




                                                             © Sirris | www.sirris.be | info@sirris.be | 02/12/2010              10




                                                                                                                                                 5
Nerds And Market Intelligence

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Nerds And Market Intelligence

  • 1. 12/2/2010 Nerds collecting market intelligence A.k.a. Applying Software Engineering Methods to Market Intelligence Vladimir.Blagojevic@Sirris.be the collective centre of the Belgian technological industry 02/12/2010 1 Sirris Software Engineering & ICT • Sirris = knowledge center • .be technological industry • Independent, industry-owned • Software Engineering & ICT Group • Software experts: mix industrial and academic • Advised > 200 companies “Software-Intensive Product Builders” Machine E-Health Finance … Builders • Industrial R&D Software Intensive Product Builders © sirris 2010 | www.sirris.be | info@sirris.be 2 1
  • 2. 12/2/2010 Starting from a white sheet of paper • Goal: develop a portfolio of services of strategic relevance for your target group • Additional to the market (non- profit, industry-owned) • Broad domain: software engineering and innovation • But where and how do you start? • Who is the target group? • What are their problems? • Who is serving them today? • What knowledge/skills to build? © Sirris | www.sirris.be | info@sirris.be | 02/12/2010 3 Go out of the building • Went in search for customers • Asked questions • Which themes are relevant for you? • What are your challenges? • How do you deal with them today? • What are your future ambitions? © Sirris | www.sirris.be | info@sirris.be | 02/12/2010 4 2
  • 3. 12/2/2010 Nerds collecting market intelligence has external • What do software CompanyXYZ Has as theme Requirements Management for CompanyXYZ expertise Managing The Requriements Process engineers do • Faced with a lot of input Has as theme Has as Writing Use Cases for Vending Machines challenge has internal Quality for CompanyXYZ • Need to make expertise something Prioritarisation of Requirements Challenge Challenges Company View Is contained in Is contained in ReleaseDefinitionChallenge • They model Collective Challenges • They make abstractions 6 years, >150 companies © Sirris | www.sirris.be | info@sirris.be | 02/12/2010 5 From strategic challenges to programs • Basically, problems, not solutions • Long living, strategic problems • Goal: create action programs • Start awareness creation • Guide R&D Strategic Technology • Deliver advisory services challenges state of the art • The idea seemed simple • Problems + trends + competition + Programs © Sirris | www.sirris.be | info@sirris.be | 02/12/2010 6 3
  • 4. 12/2/2010 5 Programs of Sirris Software Engineering “The art of Software “The art of Innovating with Engineering” Software and ICT” Product Efficiently offer large variability amount of products variants Blending Innovation Management And Software Engineering process Ability to fully exploit The Art of innovating with Software and ICT the full potential of software Efficiently respond to new market product Risk opportunities management of failure Flexible development Crafting Smart ICT Products © Sirris | www.sirris.be | info@sirris.be | 02/12/2010 7 Workshop Users of ICT products experience "information overload“ spending less time with my product, missing crucial important information • Imagine: you are VP Market Intelligence of Sirris Headaches of a CEO of an ICT company Software Engineering •Develops ICT products for The Builder B2B/B2C market • You get a lot of data from The •Specialize in a specific ICT the field (challenges, Technologist technology technologies, trends…) •Non-software companies with The Curious a vision for ICT Technologies for intelligent Technological and processing of information business trends (automatic clustering of information, building of "profiles" of users, semantic understanding of information) © Sirris | www.sirris.be | info@sirris.be | 02/12/2010 8 4
  • 5. 12/2/2010 Workshop Goal How to help The Builder whose Technologies for intelligent users experience "information processing of information overload" ==> spend less time (automatic clustering of with their product, miss crucial information, building of • Hands-on experience in our important information? "profiles" of users, semantic methodology understanding of information) • Opportunity to discuss with peers + • Your task: spot opportunities for services or Opportunities products Opportunity for companies? • As a VP Marketing Sirris Sirris service/initiative? Software Engineering • Differentiating / new things Technological Advice Shared R&D • Combine: challenge + Practical answers to concrete problems Technological developments with industrial partners trends Services Innovation Projects Shared Capacity • Opportunity = opportunity Realisations from idea to product Access to high-tech infrastructure for a Sirris initiative to help Knowledge Transfer its target group Insight into technology trends © Sirris | www.sirris.be | info@sirris.be | 02/12/2010 9 Questions we struggle with 1. How to find (and quantify) the right segmentation of our target market? • Based on the value proposition (not sectorial) • E.g. same problem in banking software, machine builder, IKEA • Too many possibilities • Quantification of segmentation (not from NACE)? 2. How to communicate about this (dissemination)? • Different interpretations, no standardization 3. How to deal with bias while analyzing input from the market? © Sirris | www.sirris.be | info@sirris.be | 02/12/2010 10 5