Building and Marketing Enterprise Products - Challenges, Trends and Comparison with Consumer Products
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This presentation covers key aspects of Building and Marketing Enterprise Products. It also includes comparison of Enterprise vs Consumer Product Management and Marketing. The challenges are different and the idea is to give a brief overview. This is to help budding and aspiring Product Managers, anyone wanting to move from Enterprise to Consumer or vice versa, Business Management, Marketing graduates and post graduates interested in research and making a career choice.
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Building and Marketing Enterprise Products - Challenges, Trends and Comparison with Consumer Products
- 1. The Business of Building & Marketing Enterprise PRODUCTS Challenges & Trends Aneesh Bhatnagar This presentation is more focused on software products, online applications, portal etc.
- 5. SMEs or SMBs (Small Enterprise) Outnumber large companies by a wide margin Overall, employ many more people ENTERPRISE?
- 7. “If it looks like a Cow, Swims like a Dolphin and Quacks like a Duck, it must be an Enterprise Software.” Khoi Vinh ENTERPRISE SOFTWARE?
- 8. The BUYER
- 9. • Purchased by high-level business people • Don‟t spend their own money (but „budget‟) • Want a feature list (not use-cases) • Needed to be charmed and convinced • Dramatically lowered installation costs BUYER
- 10. • Multiple decision makers • Budgets moving from IT to LOB • IT is a department (IT) of “no” • Go by competition, reference, industry usage BUYER
- 11. The USER
- 12. • Brain is lazy by nature – Expects things to be self explaining and smart • Needs to accomplish complex tasks in multiple steps – Should provide guidance • Has very limited time – should be flexible enough to complete any time and in phases • Is multi-tasking always USER
- 13. • Is distracted by people, noise, meetings, phone etc • Does mistakes because s/he is multi-tasking • Compares with his consumer experience • Expects the software to prohibit mistakes but lets them correct • Should look and feel familiar USER
- 14. You can’t ask customers what they want and try to give that to them -Steve Jobs
- 16. • The User and Purchaser are different • The User is the Buyer • Multiple Decision Makers • Single or few decision makers • Understanding Persona and Stakeholder is Key • Understanding User Types is Key PRODUCTS Enterprise vs Consumer
- 17. • Getting input from customers is a prolonged and laborious process • It is comparatively QUICK • PMs often have to make judgment calls from limited input • Various ways to get inputs from large number of users • Cost of MISTAKE and ERROR is high • MISTAKES can be rectified in short time PRODUCTS Enterprise vs Consumer
- 18. • Competing demands from large ($$$ mn) customers/prospects • All are equal • Rely heavily on early adopters for feedback • Rely on continuous tracking • Hardware, Localization, Security, Perform ance, Multi Language • Most are not a key aspect PRODUCTS Enterprise vs Consumer
- 19. • Power of configuration vs customization • Limited. If available it feels complex • Customer feedback provided by sales, marketing, implementation team and less of customer • Direct customer feedback • Should work for power, light users and newbies • Should work for all PRODUCTS Enterprise vs Consumer
- 20. • Better to be loved by a few than liked by all • Should be liked by majority • Cannot plan too much upfront – Roadmaps don‟t work. • Ditto • Not an Island - Your software should work with other software • Its an Island PRODUCTS Enterprise vs Consumer
- 21. • Good Product alone is not enough • Good Product and Service is the key • Competent and well aligned Sales force is key • Depends on the buyer • Prioritize functionality vs UX at times • UX followed by Functionality PRODUCTS Enterprise vs Consumer
- 22. • TCO is Key • TCO doesn‟t apply. Even if applied, it is not key • Installation and Adoption is different • What is bought is used PRODUCTS Enterprise vs Consumer
- 23. • Salesforce.com, MetricStream, Oracle, SA P, etc • Google, eBay, Flipkart, Amazon, Makemy trip, Shaadi, etc • Sulekha.com, Naukri.com (B2B and B2C) PRODUCTS Enterprise vs Consumer
- 25. Customer Focused Product Management • Product to solve a pain point – Hootsuite, Shopify, Eventbrite, Flipboard, Angry Birds Product Focused Product Management • Building a product which (you believe) the world will want but is not yet recognized – iPad, Twitter, Facebook, even Spotify CUSTOMER OR PRODUCT FOCUS
- 26. Start with Product Focus Move to Customer Focus CUSTOMER OR PRODUCT FOCUS
- 28. • Multiple decision makers • Individuals are final decision makers • Less emotional and task oriented • Emotional and Impulsive decisions • Longer & complex sales cycle • Shorter cycles; mostly instant or in short time frame MARKETING Enterprise vs Consumer
- 29. • Higher deal size • Individuals are final decision makers • Products are complex (not always) • They have to be simple • Small number of customers • Large number of customers MARKETING Enterprise vs Consumer
- 30. • Create a sense of urgency? Why now? • Doesn‟t always buy due to Urgency • Mediums: Mass Media (TV, Radio etc) • Mediums: Highly Targeted Mutli-Channels MARKETING Enterprise vs Consumer
- 31. More Contact means MORE SHARING of Information GOSSIPING EXCHANGING ENGAGING in short more word of mouth Gary Vaynerchuk
- 33. • • • • • • • • • • • • White papers Web site content Social media Articles Blogs Webinars Trade shows Self-running demos Videos Podcasts Brochures Data Sheets Case Studies Newsletters Sales booths Competitions Sweepstakes Upsell Cross Sell Joint Press Release Awards Competitions • success stories in • TV • Print • • • • • • • • • MULTI-CHANNEL
- 35. EFFECTIVENESS
- 37. CHALLENGES
- 38. • User has no input in purchasing it. Not even the IT people who have to maintain it has any input in it. • Purchasing decisions are made by list of features • Knowing what is working and what is not • Usage statistics of each feature / capability • Connecting the Extended Enterprise • Getting the Product out faster • Innovate faster CHALLENGES
- 39. • Reduce Feedback to „Available in Product‟ faster • Mostly „Single‟ Product for all Markets • Delivering OOTB • Faster Implementation • Varied Requirements from Users within the Business • Localization, Internationalization • Mid Market Vs Large Enterprise CHALLENGES
- 40. TRENDS
- 41. • Big Data • Internet-based delivery – “SaaS”, “PaaS”, “cloud”, “Pay As You Go” • Elasticity – Scalability on demand/spike • Anytime, Anywhere access – Build, Test, Document, Market, Report, Status • Shared Pools – Leveraging underutilized capacity TRENDS
- 42. • Consumer Apps breaking into Enterprise – Dropbox and BYOD • Consumerization – Workday software for filing expenses or approving a hire. As simple as Facebook • Integrated Systems – Simplify the IT environment – Integration of OnPremise and Cloud solutions • Enterprise App Stores • Freemiums – Give away the diagnosis, sell the remedy • Social Apps for business TRENDS
Notas do Editor
- Also includes Public,Private, Small, Medium and Large
- Also includes Public,Private, Small, Medium and Large
- Public or Private. Small, Medium and Large
- Business transaction between companies. manufacturer and a wholesaler, wholesaler and a retailerExample - Filing an expense, applying leave, salary, project management, time sheets, help desk etc