Let's Talk business cases ProductCamp Toronto 2015

LET’S TALK BUSINESS CASES

STEVE CASTRUCCIJULY 25TH

TED ROGERS SCHOOL OF MANAGEMENT,RYERSON UNIVERSITY

ProductCamp 2015

www.productcamptoronto.wordpress.com

Keep those ideas coming

Business Case – A Process

Problem DefinitionCorporate Strategy

Product VisionTarget Market, Positioning,

Value Proposition, Uniqueness

Product DefinitionFeatures, User Experience, Roadmap

Build EstimatesSales Forecasts

Pricing, Go-to-Market Approach, Competition

Architecture, Phases, Resources

Marketing PlansCollateral, Lead Generation,

Web Site, Campaigns, Launch Plans, Sales Tools

Business PlanProfit Projections, Staffing, ROI,

Cash Flow

Goals, Objectives, SWOT

Pragmatic Marketing

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280 Group

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Under 10 Consulting

RefineDesign & deliverDefine

Product

Promotion

Sales

Operations

Business

Market

Business

Market

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Business Case – A Process

Problem DefinitionCorporate Strategy

Product VisionTarget Market, Positioning,

Value Proposition, Uniqueness

Product DefinitionFeatures, User Experience, Roadmap

Build EstimatesSales Forecasts

Pricing, Go-to-Market Approach, Competition

Architecture, Phases, Resources

Marketing PlansCollateral, Lead Generation,

Web Site, Campaigns, Launch Plans, Sales Tools

Business PlanProfit Projections, Staffing, ROI,

Cash Flow

Goals, Objectives, SWOT

Go to Conclusion

What are the best sources of learning about the market?Do market analysts help in this situation?What are the best ways to survey your customers?How do you determine if users or organizations will pay

for this solution?

Problem Definition - Discussion

Return to Business Case

How do you stay on track as part of the Corporate Strategy?

How much depth should a vision go into?Difference between vision and positioning?Sample – 5 slides, more than one diagram/image

Problem Current state Vision Value Proposition Roadmap

Product Vision - Discussion

Return to Business Case

Sample Product Management Positioning

For <Target Audience>Who want to do <Task><Product Name> is <Product Category>That <Major Features>And provides <Value Proposition and Benefits>Unlike other products, it <Distinctive Competence>

Product Vision - Discussion

Return to Business Case

How detailed do you go with the product definition?How do you describe the features?At this stage, what technology do you describe?Do you develop roadmap or phases at this stage?What is the relationship of the full product to the

business case product?

Product Definition - Discussion

Return to Business Case

How much detail do you go into?How important is it that you have buy-in from technology

teams?How do you handle estimates if a vendor is involved?What type of contingency do you add?If Agile, do you have Story Points at this stage?

Build Estimates - Discussion

Return to Business Case

Very tightly tied to Sales Go-To-Market strategyHow much detail do you go into for future campaigns?Define the digital and web site journeyBe sure to consider all the lead generation ideas, and a

budget and estimate for eachSupport documentation is required – have budget for

those materials

Marketing Plans - Discussion

Return to Business Case

What is the Go-To-Market strategy?Do you know the Sales Journey for the customer?How important is Sales buy-in?How do you get Sales buy in?What are some strategies for a first customer?Are you considering a channel strategy as well?

Sales Forecasts - Discussion

Return to Business Case

How important is it to get complete buy-in?Are there different levels of detail for the business plan?If so, what are they?How does the business plan get incorporated into

corporate budgets?Which financial indicator is used most often?What are the situations when a business plan get rubber

stamped?

Business Plan - Discussion

Return to Business Case

Business Case – A Process

Problem DefinitionCorporate Strategy

Product VisionTarget Market, Positioning,

Value Proposition, Uniqueness

Product DefinitionFeatures, User Experience, Roadmap

Build EstimatesSales Forecasts

Pricing, Go-to-Market Approach, Competition

Architecture, Phases, Resources

Marketing PlansCollateral, Lead Generation,

Web Site, Campaigns, Launch Plans, Sales Tools

Business PlanProfit Projections, Staffing, ROI,

Cash Flow

Goals, Objectives, SWOT

There are many different flavours of business planWhat is your organization's appetite for risk?It is key to follow up after six months to see if your

assumptions are valid Learning tool Time to make course corrections if they have not been done

How often and what is the best time to change the business plan?

Conclusions

Questions

LET’S TALK BUSINESS CASES

STEVE CASTRUCCICASTRUCC@PATHCOM.COM

JULY 25 T H

T E D R O G E R S S C H O O L O F M A N A G E M E N T,RY E R S O N U N I V E R S I T Y

ProductCamp 2015

www.productcamptoronto.wordpress.com