The document contains slides from a presentation on product development and innovation. It discusses various frameworks like the product line grid, new product canvas, and product funnel grid that can be used to develop new products and ideas. It also covers topics like leveraging trends, iterating products using kaizen, and pivoting products when needed. The slides contain examples and advice related to differentiating products, creating new categories and business models, and driving product development through continuous improvement.

1. #DRA @RolandFrasier
Digtal RetailersAssociation
Digital Retailers Assoc.
Exercises + Slides

2. This is a sample of bold
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This is good for quotes,stats,
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Perspective Before
We Get Started
#DRA @RolandFrasier

3. Can You Finish
The Maze In 20
Seconds Using
Just Your Eyes?
Start
Finish
#DRA @RolandFrasier

4. Can You Finish
The Maze In 20
Seconds Using
Just Your Eyes?
Start
Finish
#DRA @RolandFrasier

5. Lateral Thinking:
Move outside the
implied rules of the
system
Start
Finish
#DRA @RolandFrasier
What assumptions
are impeding your
speed right now?

6. DisruptiveThinking:
Make new rules or a
new system
Start
Finish
#DRA @RolandFrasier
What assumptions
are impeding your
speed right now?

7. Think Laterally
• What products can help my business
grow 10x… 100x?
• Optimization yields Linear Growth
• But Innovation yields Exponential
Growth
#DRA @RolandFrasier

8. The police receive an anonymous tip and
raid a house to arrest a suspected murderer.
They don’t know what he looks like but
they know his name is John and that he is
inside the house.
#DRA @RolandFrasier
The police bust in on a carpenter, a taxi driver, a mechanic and a
fireman all playing poker. Without hesitation or communication of
any kind, they immediately arrest the fireman. How do they know
they've got their man?

9. Apply Lateral Thinking
• What pre-conceptions about your life or
business are currently holding you back?
• What factual assumptions are you making
that may not be actual facts?
• What language patterns are you using as
you frame possible solutions that may lead
you to make incorrect assumptions?
• Frame growth questions in terms of ideal
desire + constraint...
#DRA @RolandFrasier

10. This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
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Differentiate Your
Brand Category
#DRA @RolandFrasier

11. People Think In Ordered Lists
• On A Scale Of 1 To 10… The Top 3…
• You currently occupy a rung on some ladder
• To move up, you really have only 3 strategies
– Move up the ladder by “paying your dues”
– Hop to a different ladder
– Create a new ladder where you are #1
#DRA @RolandFrasier

12. Beer
#DRA @RolandFrasier
Imported Beer
Mexican Beer German Beer Japanese Beer
Domestic Beer
#1 In USA #1 In Germany
Lite Beer Craft Beer Beer With An Orange

13. Brands Find New
Categories
#DRA @RolandFrasier
32,000 Types Of
Beer In Over 100
Categories

14. There’s
Always A
New
Category
There Are Over 2,800 Categories + Sub-Categories For Kindle Books
#DRA @RolandFrasier

15. This is a sample of bold
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Create Brand,
Product + Industry
Value Curves
#DRA @RolandFrasier

16. #DRA @RolandFrasier
DifferentiateYour Value Curve
Step 1: Identify 3 to 7 key value factors for your industry,product or service
Step 2: Which factors should be reduced below industry norms
Step 3: Which factors should be raised above industry standards
Step 4: What new benefits should be created that are not currently offered
Step 5: Which features should be eliminated that the industry offers

17. #DRA @RolandFrasier
DifferentiateYour Brand FromYour Industry
OfferingLevel
Low
High
KeyValue Factors
Industry
Your Brand

18. #DRA @RolandFrasier
DifferentiateYour Product From Competitors’Products
OfferingLevel
Low
High
KeyValue Factors
Competitor’s Product
Your Product

19. #DRA @RolandFrasier
DifferentiateA New Product From Existing Products
OfferingLevel
Low
High
KeyValue Factors
Existing Product
Your Product

20. #DRA @RolandFrasier
DifferentiateYour Value Curve
OfferingLevel
Low
High
KeyValue Factors
Price
Quality
Package Newness Origin
Service Speed
Your Industry

21. #DRA @RolandFrasier
DifferentiateYour Value Curve
OfferingLevel
Low
High
KeyValue Factors
Price
Quality
Package Newness Origin
Service Speed
Competitor
Your Product

22. #DRA @RolandFrasier
Body Shop Example

23. This is a sample of bold
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This is good for quotes,stats,
dividers,etc.
The Product
Line Grid
#DRA @RolandFrasier

24. The Product Line Grid
#DRA @RolandFrasier

25. omersThe Product Line Grid
Products
Existing Extended New
Markets/Customers
Existing
What are your current
product(s) that you sell in
your existing markets?
Can you add features or
benefits to change or
modify existing products to
sell to your current market?
What new products can you
create to sell to your
existing customers?
Extended
In what additional channels
can you sell your existing
products that you aren’t
selling them now?
What customers or markets
in additional channels
would buy products with
different features/benefits?
In what additional channels
could you sell new
products?
New
In what completely new
markets can you sell your
existing products to new
customers?
What completely new
markets would be a fit for
products with new features
and benefits?
What new products can you
sell in completely new
markets to new customers?
#DRA @RolandFrasier

26. The Product Line Grid
Products
Existing Extended New
Markets/Customers
ExistingExtendedNew
#DRA @RolandFrasier

27. This is a sample of bold
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dividers,etc.
The New
Product Canvas
#DRA @RolandFrasier

28. The New Product Canvas
Problem Solution Unique Value
Proposition
Unfair
Advantage
Customer
SegmentsTop 3 problems Top 3 Benefits
Single, clearcompelling
message states why
you’re different, worth
paying attention to.
Can’t be easily copied
or bought
Target customers
Key Metrics
Key activitiesyou
measure
Channels
Path to customers
Cost Structure
Customer acquisitioncosts
Distributioncosts
Hosting, People, etc.
Revenue Streams
Revenue Model
LTV, Revenue,
Gross Margin
Problem Solution
#DRA @RolandFrasier

29. The New Product Canvas
Problem Solution Unique Value
Proposition
Unfair
Advantage
Customer
SegmentsTop 3 problems Top 3 Benefits
Single, clearcompelling
message states why
you’re different, worth
paying attention to.
Can’t be easily copied
or bought
Target customers
Key Metrics
Key activitiesyou
measure
Channels
Path to customers
Cost Structure
Customer acquisitioncosts
Distributioncosts
Hosting, People, etc.
Revenue Streams
Revenue Model
LTV, Revenue,
Gross Margin
Problem Solution
#DRA @RolandFrasier

30. This is a sample of bold
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dividers,etc.
The Product
Funnel Grid
#DRA @RolandFrasier

31. The Product Funnel Grid
Product | Test 1 | Test 2 | Winner
Lead Gen Device
$2 Cost/$10 Value
Contest Product $500
Membership Site,
Assoc., Buyer’s Club
Core Products +
Profit Maximizers
Contest #1
Cost $____ CR __
Contest #2
Cost $____ CR __
Launch Contest
Cost $____ CR __
Tripwire #1
Cost $____ CR __
Tripwire #2
Cost $____ CR __
Launch Tripwire
Cost $____ CR __
Continuity #1
Cost $____ CR __
Continuity #2
Cost $____ CR __
Launch Continuity
Cost $____ CR __
Product Set #1
Cost $____ CR __
Product Set #2
Cost $____ CR __
Launch Product Set
Cost $____ CR __

32. This is a sample of bold
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dividers,etc.
Product Innovation
Mapping
#DRA @RolandFrasier

33. Uber Product Innovation Mapping
Business Model
Primary Secondary Tertiary
PricingModels
Primary
Broker: Connect Drivers
With Passengers
Landlord/Tenant: Drivers
Rent Car Space
Affiliate
Volume: Charge 15%-
30% Brokerage Fee
Tiered based on type of
car requested
Referral Fees For New
Customers
Secondary
Volume (Distance/Miles)
Referral Fee For New
Drivers
Tertiary
Time of Day Premium
#DRA @RolandFrasier

34. Disruption = Applying Different Business Models To Your Industry
• Landlord (Physical/IP)
• Affiliate
• PayAs You Go
• Publisher
• Franchise
• Manufacturer/Sales Rep
• Wholesaler
#DRA @RolandFrasier
• Broker
• Reseller/VAR
• Retailer
• Network Marketing
• All you can eat
• Direct Seller
• Subscription

35. Experiment With Different Pricing Models
• Free (Ad Supported)
• Freemium
• Value Based
• Tiered/Volume
• Feature + Add-Ons
• Low Price
• MSRP/MAP
#DRA @RolandFrasier
• Free + Paid Support
• “Cost +” or“x Cost”
• Portfolio/Suite
• Commodity
• Razor + Blade
• Premium/Luxury
• Discount

36. New Product Innovation Mapping
Business Model
Primary Secondary Tertiary
PricingModels
PrimarySecondaryTertiary
#DRA @RolandFrasier

37. This is a sample of bold
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Leverage + Product
Development
#DRA @RolandFrasier

38. Leverage“TIME COP DOC”
• Trends
• IT
• Momentum
• Employees
• Customers
#DRA @RolandFrasier
• Ops
• Platforms
• Distribution
• Overstocks
• Content

39. #DRA @RolandFrasier
OPP = Other People’s Platforms

40. Successful Leverage Plays…
• Dropbox, Uber, Harry’s, Groupon, Blue Apron =
Bribes
• One Plus, Naked Wines + Gmail = Waiting List
+ Invites
• Etsy, Udemy, Tinder = Live Events
• Facebook, Lyft + Yelp = Geo Launch
#DRA @RolandFrasier

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Trend-Driven Product
Development
#DRA @RolandFrasier

42. Trendwatching.com
is an excellent
source of info on
innovations and
trends across all
industries
#DRA @RolandFrasier Source: TrendWatching.com

43. The Expectation Economy
• Ever higher customer expectations
applied ruthlessly to every purchasing
decision
– Rising quality
– Positive impact
– Personal expression
#DRA @RolandFrasier Source: TrendWatching.com

44. Basic Needs & Wants
• Excitement
• Honesty
• Connection
• Self-Improvement
• Social Status
• Social Interaction
• Identity
• Transparency
• Fairness
• Creativity
• Entertainment
• Relevance
• Love
• Simplicity
• Recognition
• Security
#DRA @RolandFrasier Source: TrendWatching.com

45. Trend Driven New Product Opportunities
A new expectation about a basic human
need, want or desire…
Driven by shifts (urban transition, aging
populations, climate change) + triggers
(new tech, political events, economics,
environmental incidents, etc.), that are…
Creating innovations (start-ups, new
products, services, experiences, and
marketing campaigns)
#DRA @RolandFrasier Source: TrendWatching.com

46. #DRA @RolandFrasier Source: TrendWatching.com

47. #DRA @RolandFrasier Source: TrendWatching.com

48. #DRA @RolandFrasier Source: TrendWatching.com

49. #DRA @RolandFrasier Source: TrendWatching.com

50. This is a sample of bold
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Kaizen
#DRA @RolandFrasier

51. #DRA @RolandFrasier
Product Iteration Should Never Stop
PSF/PMF + PFM (People + Fun + Money)
Kaizen “ABI”ALWAYS Be Iterating
If you don’t someone else will be…
It’s why AirBnB isn’t Hilton or Marriott
It’s why Newspapers didn’t start Craigslist
It’s why Blockbuster never saw Netflix
coming
Image Source: Ash Maurya

52. Build > Measure > Learn
• Shorten the BML loop with Fast Feedback
• Build MVP First OR Start With Your Existing
Product/Service, then Test it.
• Measure Results
• Learn What To Test Next From Data Analysis
• Create Product Iteration that better solves
the customer’s problem. Verify leaps of faith,
value hypothesis + growth hypothesis
#DRA @RolandFrasier

53. This is a sample of bold
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Pivots: When Good
Products Go Bad
#DRA @RolandFrasier

54. Product Line Pivots
Zoom-In: Many products become
1 product
Zoom-Out: 1 product becomes
many products
Technology: New tech can
improve price or performance.
Platform: Switch between house
product, affiliate or marketplace
Channel: Change distribution
channels but not product
#DRA @RolandFrasier
Value Capture: New rev model
Growth Engine: Move between
viral, paid or sticky growth engine
Customer Need: Tweak product to
solve more important need
Customer Segment: Same
product to different customer
Architecture: High margin, low
volume to or from Low Margin,
High Margin

55. This is a sample of bold
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Thank you!