Digital Product Strategy

© 2016 Pichler Consulting Ltd

Digital Product Strategy

Roman [email protected]


About Roman• Product management consultant, teacher, and author

– 15 years experience in teaching and coaching product managers and helping companies establish an effective product management function

– Specialised in agile and in lean practices

• Business owner and product manager– I try to walk my own talk Product Strategy and Product Roadmap

Practices for the Digital Age

STRATEGIZEROMAN PICHLER

My books

How can we tell it is likely to achieve

this ...

Just do this?

Vision

Strategy

Tactics


Vision, Strategy, Tactics


The Product Strategy Defined

Market and Needs

Product Strategy

Business Benefits

Stand-out Features

Choose your innovation strategy.

DisruptiveInnovations

©2016 PichlerConsultingLtd

AdjacentInnovations

Based on: Bansi Nagji and Geoff Tuff “Managing your Innovation Portfolio”,Clayton M Christensen “The Innovator’s Dilemma“.

CoreInnovations

Innovation Ambition Matrix

©2016 PichlerConsultingLtd

MacBookGoogle Search

Apple WatchGoogle Chrome

iPhone 2007Nintendo Wii

Examples

Take into account the life cycle stage of your

product.

Intro-duction

Growth Maturity Decline

LaunchProduct-

Market Fit

End of Life

Life CycleExtension

Develop-ment


Busin

ess B

enefi

ts

Time

Based on Theodore Levitt “Exploit the Product Life Cycle”, Youngme Moon “Break Free from the Product Life Cycle”, and Geoffrey Moore “Crossing the Chasm”.

The Product Lifecycle Model

0

10000000

20000000

30000000

40000000

50000000

60000000

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014


iTuneslaunched

iPod Shuffle, iPod Nano, iPod

Classic with video

iPod Mini,iTunes goes

international

iPod Classic discontinued

iPod LifecyleiPodTouch

Windowscompatible

Introduction Growth Maturity Decline

Make your product stand out.

iPhone 2007

Smartphone industry


High

Low

Based on W. Chan Kim and Renée Mauborgne “Blue Ocean Strategy” and Islam, Nazrul and Sercan Ozcan "Disruptive Product Innovation Strategy: The Case of Portable Digital Music Player”.

Strategy Canvas

Capture your strategy.


Target Group ProductNeeds Business Goals

Vision

Which market does the product address? Who are the target customers and users?

What problem does theproduct solve?Which benefit does it provide?

What product is it?What makes it special?Is it feasible to develop the product?

What are the desired business benefits? Which one is most important?

What is your vision, your overarching goal for creating the product?


The Product Vision Board

Put it to the test.

Build Measure Learn

1. Select the biggest risk.

2. Decide howto address it.

4. Persevere, pivot, or stop.


3. Collect the data.

Product Strategy

Based on Eric Ries “The Lean Startup”.

Learn from failure andcelebrate success.


You can find more information at:romanpichler.com

Thank You!


I look forward to your questions:[email protected]

@romanpichler

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