1. Moved to Separate Deck So the students will have the content for future reference To make it easy to segue if/when the conversation takes us here

2. Product Planning & Processes Friday & Saturday 22-23 March, 2013 Addendum Deck: Product Competitiveness Dublin Institute of Technology Post-Graduate Diploma in Product Management

3. Personas in Context 3

4. Assay of User Goal Space 4

5. Persona With Goals 5

6. Relative Problem Importance 6 By persona & context

7. Capability: Read Anywhere 1.Below The Bar - User must be seated, and have power and internet connectivity (at the time of reading) in order to use the device. 2.na 3.Usable but Very Annoying – User can read while standing without being connected to power or the internet. 4.Not Quite Happy, but Whatever - User must be indoors, with reasonable lighting and temperature. 5.Meh - User can read while riding on the bus or in a car. 6.OK, but Nothing Special- User can read in outdoor lighting. 7.Good - User can read pretty much anywhere except really noisy, jarring, and / or low-light environments. 8.na 9.Wow! - User can read anywhere that the user would want to read. 7

8. Capability: Read Anywhere 1.Below The Bar - User must be seated, and have power and internet connectivity (at the time of reading) in order to use the device. 2.na 3.Usable but Very Annoying – User can read while standing without being connected to power or the internet. 4.Not Quite Happy, but Whatever - User must be indoors, with reasonable lighting and temperature. 5.Meh - User can read while riding on the bus or in a car. 6.OK, but Nothing Special- User can read in outdoor lighting. 7.Good - User can read pretty much anywhere except really noisy, jarring, and / or low-light environments. 8.na 9.Wow! - User can read anywhere that the user would want to read. 8

9. Kano Analysis of Read Anywhere 9

10. Relative Capability Effectuveness 10 By competitive product for read anywhere capability

11. Relative Capability Effectiveness 11 By problem & competitive product

12. Business Strategy Drivers 12 For assessing importance of each persona

13. Potential Importance of Each Persona 13

14. Importance of Each Persona 14 Given a particular business strategy

15. Strength of Each Competitor 15 Tells you how “good” each capability needs to be to beat each competitor – given a particular strategy

16. Switch Back to the Scheduled Agenda