1. May 16, 2009 Donald Janeway d.janeway@nc.rr.com Solutions and Product Management Managing Products and Services for Custom Solutions

2. Thank you to our sponsors

3. © DLJaneway “Custom_Standard” Solutions and Product Management: Managing Products and Services for Custom Solutions Let's explore together: How customer needs for tailored solutions challenge product managers in many industries to meet these needs profitably How PMs can better meet these challenges

4. © DLJaneway “Custom_Standard” Solution Complaints Your solution doesn't do all we need. We have too many products. Most are seldom ordered. It's a great solution, but price is too high. It's costing to much to develop and maintain all these unique versions of our standard products. It's too hard to use the features I need, because the clutter of other features gets in the way. Sell What's Available Today. Exploit the capabilities we provide now. You call this a solution? It's just your standard products put together badly. We're spending too much time and money creating similar but unique solutions for each customer We expected a turnkey solution, but you left too much of the customization to us. Customers Supplier

5. © DLJaneway “Custom_Standard” Landscape Product / Service = Solution Customer Problems / Needs Requirements Delivery

6. © DLJaneway “Custom_Standard” Products / Services Portfolio Landscape Product Solution Customer Problems / Needs Product Service Requirements Delivery Product-based Solutions to Meet Customer Needs

7. © DLJaneway “Custom_Standard” Where We Focus Custom Solutions One Client / One Deliverable One-off Turn-key Standardized Products Mass Markets High Volumes No variation Custom Solutions One Client / One Deliverable One-off Turn-key 15610

8. © DLJaneway “Custom_Standard” High Level Challenges Satisfy customers – Well crafted solutions at competitive prices Maintain efficient product portfolios – Continuously competitive mix of offerings Maintain productive processes – Solution development and delivery – Efficient exploitation of available products – Product development – Cooperation among internal organizations

9. © DLJaneway “Custom_Standard” Functional Points of View Sales Support Marketing Development Production / Distribution Customer

10. © DLJaneway “Custom_Standard” Approaches to the Challenges Product Design Customization Modular Adjustable Dimensional Robust Definition Features In / Out Portfolio Management Product Lines: Fit Options Solution Building Blocks Product Marketing Micro-segment Marketing Personalized Marketing Relationship Marketing Solution Selling Organization Specialized Groups / Companies Product Development Customer Solutions Cross-functional Teams

11. © DLJaneway “Custom_Standard” Product Management Roles Market Analysis Quantitative Analysis Product Strategy Product Planning Marketing Program Strategy Sales Readiness Channel Support Steve Johnson, Pragmatic Marketing StrategicTactical Product PlanningProduct Marketing What are Product Management Best Practices to Meet the Solution/Product Challenges?

12. © DLJaneway “Custom_Standard” Best Product Management Practices? Product Planning – Market Analysis Segmentation – Requirements For Modularity, Adjustment, Dimension/Scale Common vs Segment or Customer Specific Define, Categorize, Prioritize – Product Definition Product Marketing  Positioning  Sales Enabling for Products/Services and Solutions  Pricing

13. © DLJaneway “Custom_Standard” Contact Info Donald Janeway d.janeway@nc.rr.com http://www.linkedin.com/in/donjaneway

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