winning the product race
DESCRIPTION
What would it take for innovators to win the product race? Is it mind share? Market share? Or both?TRANSCRIPT
1
Winning The Product Race
Dr. Joe Hage
© 2008-2014. Copyright, Dr. Joe Hage. Proprietary Information. All Rights Reserved.
The Product Cycle
TimeTo
Market
ProductCycleProductCycle
2
TimeTo
Volume
TimeTo
Respond
© 2008-2014. Copyright, Dr. Joe Hage. Proprietary Information. All Rights Reserved.
Time To Market (TTM)
• How quickly a limited number of units can be produced• Race to market dominance• Agility in process and interactions• Disruptive innovation• Clockspeed (Fine, 1998)
– From Cheaper, Better, Faster To Free, Perfect, Now
3© 2008-2014. Copyright, Dr. Joe Hage. Proprietary Information. All Rights Reserved.
Time To Volume (TTV)
• How quickly a product can be ramped to full production to meet demand
• In volume stage, quality and component end of life are major concerns
• Design obsolescence out of bills of material
• Design for maintainability• Master the game of knowing
when to stop ramping
4© 2008-2014. Copyright, Dr. Joe Hage. Proprietary Information. All Rights Reserved.
Time To Respond (TTR)
• How quickly the supply chain network responds• Suppliers must respond to forecast with their
supportability• Production plants and logistics
providers respond to sales success by keeping market channels full
5© 2008-2014. Copyright, Dr. Joe Hage. Proprietary Information. All Rights Reserved.
The End Game
• Time to Market (TTM)–The first to market gets the mind share
• Time to Volume (TTV)–The first to volume gets the market share
• Time to Respond (TTR)–The first to meet demand gets the margin
6© 2008-2014. Copyright, Dr. Joe Hage. Proprietary Information. All Rights Reserved.
Dr. Joe Hage’s Contact Info
• E-mail: [email protected] • Skype: joe_hage• Web: www.joe.me • LinkedIn: http://www.linkedin.com/in/joehage • Twitter: http://twitter.com/DrJoeHage • Facebook: http://facebook.com/DrJoeHage • Amazon: http://www.amazon.com/author/joe-hage