Positioning & Requirements
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Positioning & Requirements - Are They Really The Same? By John Mansour at SVPMA Monthly Event September 2005
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Positioning & Requirements
- 1. PRODUCT MANAGEMENT UNIVERSITY REQUIREMENTS & POSITIONING Are They Really The Same? John Mansour ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 2. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Agenda Role Play Connecting the dots Creating requirements & positioning Two for one Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 3. PRODUCT MANAGEMENT UNIVERSITY ROLE PLAY I The Next Release? ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 4. PRODUCT MANAGEMENT UNIVERSITY ROLE PLAY II ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 5. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 6. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 7. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Perspective The business reasons you build products/features… are the same reasons target customers buy them Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 8. PRODUCT MANAGEMENT UNIVERSITY CONNECTING THE DOTS ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 9. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Requirements & Positioning CONNECTING THE DOTS Market Trends & Drivers (CEO) Business Challenges Departmental Tasks Problems to Solve Business Solution Product Features Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 10. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Requirement vs. Value Anchor Requirement Value Anchor Target customer scenario Target customer scenario Task being performed Task being performed Poses a problem Poses a problem Critical to solve Critical to solve You CAN’T solve today You CAN solve today Features required Features positioned Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 11. PRODUCT MANAGEMENT UNIVERSITY CREATING REQUIREMENTS ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 12. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? The Requirements Hierarchy + - Market Trends Market Trends && Drivers Drivers Product Management + - Business Business What & Why – Business View Requirements Requirements NOT - + Functional Functional How – User View Requirements Requirements Product Management + - Technical Technical Requirements How – Technical View Requirements Product Product Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 13. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Defining Your Requirements Target Customer Map SAMPLE: Software Company Map Design & Plan Market Sell Implement Support Build •Gather market info •Create project plan •Create content •Qualify leads •Assess current •Answer calls •Write requirements •Assign resources •Create campaign •Schedule demos •Perform gap analysis •Send patches •Calculate ROI •Track progress •Track responses •Negotiate contracts •Create project plan •Populate knowledge base Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 14. PRODUCT MANAGEMENT UNIVERSITY CREATING POSITIONING ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 15. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? The Positioning Hierarchy Brand Brand + - (company (company positioning) positioning) Positioning + - Positioning Statements Statements Product / Market Segment Positioning Value - + Value Anchors Anchors Business + - Business Requirements Requirements Functional Functional Requirements Requirements Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 16. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Defining Your Positioning Target Customer Map SAMPLE: Software Company Map Design & Plan Market Sell Implement Support Build •Gather market info •Create project plan •Create content •Qualify leads •Assess current •Answer calls •Write requirements •Assign resources •Create campaign •Schedule demos •Perform gap analysis •Send patches •Calculate ROI •Track progress •Track responses •Negotiate contracts •Create project plan •Populate knowledge base Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 17. PRODUCT MANAGEMENT UNIVERSITY TWO FOR ONE ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 18. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Two for One Requirements One business requirement usually takes multiple releases to satisfy Write it once “Save As…” and add more features Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 19. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Managing Feature Requests MAP TO REQUIREMENTS Requirement 1 Requirement 2 Requirement 3 Requirement 4 •Enhancement 1 •Enhancement 1 •Enhancement 1 •Enhancement 2 •Enhancement 2 •Enhancement 2 •Enhancement 3 •Enhancement 3 •Enhancement 4 •Enhancement 5 •Enhancement 6 •Enhancement 7 Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 20. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Two for One Positioning Reuse business requirement documents “Save As…” and Message to each market segment Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 21. PRODUCT MANAGEMENT UNIVERSITY POSITIONING REALITY CHECK! ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 22. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Changing Your Positioning Target Customer Map SAMPLE: Software Company Map Design & Plan Market Sell Implement Support Build •Gather market info •Create project plan •Create content •Qualify leads •Assess current •Answer calls •Write requirements •Assign resources •Create campaign •Schedule demos •Perform gap analysis •Send patches •Calculate ROI •Track progress •Track responses •Negotiate contracts •Create project plan •Populate knowledge base •New feature •New feature Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 23. PRODUCT MANAGEMENT UNIVERSITY REQUIREMENTS & POSITIONING Are They Really The Same? John Mansour ZIGZAG Marketing TM HIGH TECH PRODUCT MANAGEMENT MADE SIMPLE Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.
- 24. REQUIREMENTS & POSITIONING: ARE THEY REALLY THE SAME? Product Management University Online Courses Product Management: The Devil is in the Execution - FREE People, Positions & Personalities - $195 7 Habits of Highly Effective Customer Feedback - FREE Creating Your Product Resume - $195 Building Customer References into Your Process - $195 Three Keys to a Successful Demo - $195 Product Training for Salespeople: Less is More - $195 Register - www.zigzagmarketing.com Copyright ZIGZAG Marketing, Inc. 2001-2005. All rights reserved.