product development · product development bob moore watlow electric manufacturing company director...
TRANSCRIPT
Product Development
Bob Moore
Watlow Electric Manufacturing Company
Director – Product Management
Agenda
• The product development model
• Stage gate
• The customer development model
• Search and pivot process
• True needs
The Product Development Model
Concept DevelopmentAlpha/Beta
TestingProduct
Launch/Ship
Stage Gate
Objectives (per stage)
Objectives (Overall)
$
Learning
Three P’s to Stage Gate
People
PaperworkProcess
Gate authorsGate approversProcess keepers
Gate review meetingsMeeting cadence
Gate templatesGate tracking
The Problem with the Product Development Model
What about the customer?
The Customer Development Model
Company Building
Customer Discovery
Customer Validation
Customer Creation
Search Execution
Pivot
Source: Steven Blank – Four Steps to the Epiphany
The Business Model Canvas
Earlyvangelist Characteristics
Source: Steven Blank – Four Steps to the Epiphany
The Customer Development Model
Company Building
Customer Discovery
Customer Validation
Customer Creation
Search Execution
Source: Steven Blank – Four Steps to the Epiphany
1) Develop thehypothesis
2) Test theproblem
3) Test thesolution
4) Verify orpivot
The Customer Development Model
Customer Discovery
Search
Execution
Company Building
Customer Creation
Customer Validation
Execution
Source: Steven Blank – Four Steps to the Epiphany
1) Get readyto sell
2) Get out of the building
3) Develop positioning 4) Verify
The Customer Development Model
Source: Steven Blank – Four Steps to the Epiphany
Company Building
Customer Discovery
Customer Validation
Customer Creation
Search Execution
1) Launch prep
2) Company & productpositioning
3) Launch company& product
4) Createdemand
The Customer Development Model
Company Building
Customer Discovery
Customer Validation
Customer Creation
Search Execution
Source: Steven Blank – Four Steps to the Epiphany
1) Reach mainstream customers
2) Review management,create mission
and culture
3) Transition tofunctional
departments
4) Build fast response
departments
Crossing the Chasm
Kano Model (true needs)