1. New product development in today’s scholarly publishing environment
Society for Scholarly Publishing | 28 May 2015

2. Welcome and introductions
Managing Partner
Kaufman Wills Fusting
Cara Kaufman
Director of Product Development, AAAS
Will Schweitzer
Senior Publisher
OSA
Kelly Cohen
Publishing Director
BMJ
Peter Ashman
Publisher
SIAM
David Marshall
Principal
Doody Enterprises
Rich Lampert
28 May 2015

3. Business school in 60 seconds
28 May 2015

4. Product life cycle
Embracing the product life cycle where you realize that you need to have new products to replace old (or certainly need to reinvigorate old to make them new) is a basic tenet learned in business school.
Product Extension
Sales
Embracing the product life cycle where you realize that you need to have new products to replace old (or certainly need to reinvigorate old to make them new) is a basic tenet learned in business school.
Introduction
Growth
Maturity
Decline
Time

5. Growth matrix
Also from my business school days, it is worth keeping the growth matrix in mind as a way to categorize the ways in which products can be enhanced or created.
Also from my business school days, it is worth keeping the growth matrix to help generate the ways in which new products can be created.
28 May 2015

6. BCG portfolio growth-share matrix
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7. McKinsey product portfolio analysis matrix
28 May 2015

8. Tools we use
Trend number 10: Product development
28 May 2015

9. Strategy sessions Workflow observation In-depth interviews
Idea generation
Strategy sessions
Workflow observation
In-depth interviews
Competitive profiles
Gap analysis
28 May 2015

10. Subspecialty journals Microsites | virtual journals
New products du jour
Open access journals
Educational products
Subspecialty journals
Microsites | virtual journals
28 May 2015

11. New product development cycle
Idea generation
Screening the idea
Concept development
End user research
Product specifications
Financial projections
Board approval
Product roll out
Success metrics
The biggest mistake made in new product development is by jumping to product development before knowing what your audience wants. Expert AND end user research are critical. And NO BUSINESS MODEL
28 May 2015

12. At Apple, we come at everything asking, “How easy is this going to be for the user? How great is it going to be for the user?”
Steve Jobs
Fortune Magazine
21 Feb 2005
Trend number 10: Product development
28 May 2015

13. New journal development questionnaire (sampling)
Specifications
Formats/platforms
Production
Market position
SEO/usage
Calls for paper
Marketing
Business model
Overheads
Financial
Title
Mission
Scope
Content types
Size
Editorial structure
Peer review
Licensing
Copyediting
Editorial
28 May 2015

14. Thank you
Cara Kaufman | Managing Partner | Kaufman Wills Fusting |
I look forward to entertaining your questions at the close of our session.
28 May 2015