what drives your company by elan lennard
DESCRIPTION
Slides from CPMN monthly presentation, November 2011TRANSCRIPT
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Cambridge Product Management Network
Is Your Company Technology, Sales or Market-Driven?
Elan Lennard
Thanks to our sponsors
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WHAT DRIVES YOUR COMPANY?
TECHNOLOGY, SALES, OR THE MARKET
Elan Lennard
www.glamourgeek.com
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Typical Timeline
Technology
Entrance
Brilliant people sitting down together and coming up with a
great idea
Exit
Made money, Created BoD, gone
public
Sales
Entrance
BoD & stock market want higher revenue,
reduced costs
Exit
Missed revenue projections, too many
products
Market
Entrance
Long-term investment
Exit
Consistent costs & revenues
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What is a Technology Driven Company?
Fun!
Build what’s possible
Hope people will pay for it
Less reliance on ROI
No roadmap
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Successful Technology-Driven Companies
Google Apple Microsoft RedGate
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Typical Roadmap
Erm… roadmap?
We just build cool stuff!
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What is a Sales Driven Company?
Revenue-driven
Quarterly panic
One customer per product
Customisation for each customer
Short-term focus
3-9 month roadmap
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Successful Sales-Driven Companies
Global Graphics
Cambridge Consultants
TTP
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SDK v3.8
Updates to legacy
Embedded Product
Product A
Product B
Release Adv Development Concept
v9.0
2010 2011
SDK v5
Core Libraries
SDK v4
Maint. Rel.
v8.1rX
Product C Release for Customer A
Bug Fix Rel
v1.3rX
v8.2rX
v8.3
v2
v3
2012
v4
SDK v6
Bug Fix Rel
Languages for Customer A
Release for Customer C
Maint. Rel.
Maint. Rel.
Maint. Rel.
Maint. Rel.
Release for Customer B
Release for Company A
Bug Fix Rel
SDK v3.9
Eval Kit Eval Kit Eval Kit Eval Kit Eval Kit
SDK Maint. Rel.
Maint. Rel.
Maint. Rel. Maint. Rel.
v8.0r16
v8.2r5
v8.3r1
v8.2r6
2.0r1 2.0r2
v8.3r2
v9.0r1
Branch A
Branch B
Device updates (ongoing)
Branch A Branch A Branch A
Branch B Branch B
Maint. Rel.
Customer A SDK
Example Sales-Driven Roadmap
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What is a Market Driven Company?
Long-term ROI focus
Sustainable
Multiple customers per product
3-5 year roadmap
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Successful Market-Driven Companies
ARM Intel Nvidia Adobe Amazon
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Applications Roadmap Q3 ’11 Q4 ’11 Q1 ’12 Q2 ‘12 Q3 ’12 Q4 ‘12 Q1 ‘13 Q2 ‘13 Q3 ‘13
J A S O N D J F M A M J J A S O N D J F M A M J J A S
Product
A
Product
B
Product
C
R&D
Plug-ins
Apollo Challenger
Neptune Jupiter
Borg
Tech Refresh for Pluto
Klingon
HTML5
SVG
Typical Roadmap
Pluto
Discovery
Romulan
Optimisation for Pluto
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Surviving The Transitions
Problem Child
Stars
Dogs Cash cows
Market Share
Market Growth
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SWOT Analysis
Strengths Weaknesses
Opportunities Threats
You
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SWOT Analysis
Strengths Weaknesses
Opportunities Threats
Competition
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Analyse The Market
Visit customer
Go to tradeshows
Read industry publications and reports
Track trends
Research recent patent filings