Lessons from the Silicon valley' by Michael Eckhardt

Update: 08/02/14 1 © 2014 Chasm Institute Contact: Angela Martinez [email protected]

All rights reserved. Contents may not be reproduced in any form without prior written permission.

Lessons from Silicon Valley : Product Launch Do’s and Don’ts for Success in 2014+

a keynote session with Michael Eckhardt of Chasm Institute (Palo Alto, California)

learn from the leaders in Silicon Valley market strategy / product launch success, who will provide an overview of the strategy, frameworks, practical tools and real examples from their newly updated 2014 best-seller -- Crossing the Chasm -- that help bring innovative new products to market by enabling companies to accelerate customer adoption and profitable growth.

For: Key Executives, Product Managers, and Product Launch Professionals

August 2, 2014

Product Camp Singapore

30-min. Virtual Session

Keynote Speaker:

Michael Eckhardt Managing Director

Chasm Institute Palo Alto, California



1991 1995

2001

2006

2011

Crossing The Chasm 3.0

2014

Chasm Institute workshops + consulting are based on : • our 500+ engagements with tech-based clients • our 6 best-selling strategy books by Chairman Geoffrey Moore • our 15 years of Thought Leadership on product launch success



Professional Background of Program Leader

Michael Eckhardt – Managing Director & Senior Workshop Leader at Chasm Institute, is a veteran of HP, Price Waterhouse, Harbridge Consulting and Pepsico. An MBA graduate of Harvard Business School and Wall Street Journal Award winner, Michael Eckhardt is a recognized expert in product launch success and driving high-tech market results. He provides clients: in Silicon Valley, the US, and Europe / Asia-Pacific with strategy workshops & practical marketing tools

for gaining (+ sustaining) leadership positions in highly-competitive markets Michael Eckhardt has worked with over 90 technology-based businesses in 20 countries. Founded in 1993, our clients include: Intel, Cisco, Adobe, HP, AT&T Wireless, SAP, Agilent Technologies, Micron, LMC Data Systems, NetApp, Autodesk, Plantronics, Mentor Graphics, and other high-tech leaders. His 3 primary areas of focus are: target market success, predicting customer reaction to new product intro’s, and driving profitable growth in tough markets. Michael Eckhardt and his Chasm Institute senior team have worked on market strategy for winning products, services and solutions in North America and worldwide. Geoffrey Moore is Chairman Emeritus of Chasm Institute, and Eckhardt has edited + contributed to several of Moore’s best selling high-tech strategy books, including the newly-updated 2014 Crossing the Chasm – Marketing & Selling Disruptive Products to Mainstream Customers. Chasm Institute provides these advanced workshops to executives + product teams:

“Crossing the Chasm 3.0 ” “Winning on Main Street ” “High-Tech Market Strategy ” “Advanced Go-to-Market Success ” ... for more information please click on: www.chasminstitute.com

http://www.chasminstitute.com/bio



Chasm Institute has analyzed examples and “Best & Worst” practices from many of these companies:

Winning in Tech-based Markets requires smart teams + smart methods

The Tech Market Model

... a predictive “technology adoption roadmap” that models how customers deploy new and mature technologies across the life cycle, and the competitive patterns + priorities that occur in each stage.

Practical Market Strategy Tools

... a set of powerful marketing tools that help teams win in tough, highly-competitive marketplaces -- includes:

o Tech Market Placement diagnostics o Product Discontinuity assessment o Scoring / Rating / Ranking of market opportunities o 9 Proven Tools for success in tech markets

You have a smart team – and Chasm Institute books + methods can equip them with two proven drivers for success – both an action-based Market Model + Tool Set :

Above tools available in printed Chasm Workbook format and as collaborative ChasmPlaybook ™ cloud-based software app

6 © 2014 Chasm Institute Contact: Angela Martinez [email protected]

All rights reserved. Contents may not be reproduced in any form without prior written permission. Update: 08/02/14

Techies Try it !

Conservatives Status quo is OK -- move only when necessary !

Skeptics No way !

Visionaries Stay ahead of the herd !

Pragmatists are crucial to the adoption of new technologies -- they cast the deciding vote.

Pragmatists Stick with the herd !

New innovations get adopted in a relatively predictable pattern ... ... based on the changing behavior of customers



Once we’ve gained accurate answers to the above question, we can then move forward with greater certainty + less risk:

(1) about what we should and should not do in the market (2) based on the specific market stage we are competing in

?

?

?

? ?

? ?

?

WHERE will our priority products or solutions be competing on the Tech Market Model during the next 6 to 12 months ?



Through our books and workshops, Chasm Institute helps product teams pinpoint where your key product,

service, or solution:

is currently competing on the life cycle

and just as importantly, to better understand what this signifies for “what to do / not do” across 9 key factors – including your feature decisions, partnering, channel, pricing, messaging.



Chasm Institute’s Tech Market Placement Method can help your team specifically pinpoint where your key product, service, or solution: is competing on the life cycle based on and just as importantly, to better understand what this signifies for “what to do / not do” across 9 key factors – including your feature decisions, whole product, partnering, messaging, pricing.

1-a 1-b 1-c 2 5-a 5-b 5-c 5-d 3-b 3-c 3-a 4-b 4-c 4-a

14 key adoption stages



Initial excitement by visionary customers

1

Disparate pilot projects yielding

weak traction

2

Highly focused demand ... only

15% of sales reps can sell here

3

The winners from Tornado will dominate profits + margin share

game here

5-a

Industry + category consolidation accelerates

5-c

45% growth rate for the category – crucial

market share war begins 4

Steady market: 70% to 90% of

sales = repurchase by existing customers

5-b

5-d

Displacement by newer category

The Tech Market Model

What are 8 Key Patterns in high-tech ?

Update: 08/02/14



Life-Cycle Metrics that Matter Tracking Performance Relative to the Chasm

• Early Market • One or more flagship customers making big-bet commitments

• In the Chasm • Cannot support yet another big-bet commitment • Pragmatists still holding back from entering the market

• Taking the Beachhead • Nailed a high-pain segment-specific use case • Getting strong word-of-mouth support within target segment

• In the Bowling Alley • Additional use cases coming on board, viral in adjacent segments

• Inside the Tornado • Horizontal “killer app” -- hyper-growth in the category

• On Main Street • Hyper-growth subsides – pecking order established • Customers seek sustaining innovation going forward





The Tech Market Model (TMM) The TMM is a practical tool for predicting how market priorities (including key product launch actions, feature “go / no go” decisions, channel, pricing, messaging, and support) must change -- from Early Market through Main Street.

Update: 08/02/14



1. Target Customer

2. Compelling Reason to Buy

3. Whole Product

4. Partners & Allies

5. Sales Strategy

6. Pricing

7. Competition

8. Positioning

9. Next Target

Key sponsor

Complete solution

Manages sales & fulfillment complexity

Legitimate alternatives

Next growth segment

Key motive

Fill in the gaps

Maps to all the above

Core differentiation

Product Launch Framework

A Checklist for Crossing the Chasm Planning





1

Target Customer

2 Compelling Reason to Buy

3

Whole Product

4 Partners & Allies

5 Sales Strategy

6 Pricing Strategy

7 Competition

8 Positioning / Messaging

9

Next Target

... what is the specific profile of the Target Customer that will drive the majority of our next 6 to 12 month sales in this category ?

... what is the specific customer motivation that will drive our success with them ?

... does our combination of core product and key enablers meet target customer expectations ?

... is our ecosystem of Partners & Allies fully aligned to help us win ?

... is our pricing strategy consistent with the TMM stage -- and is there a financial win for : these customers, our channel, our business ?

... who is our “Most Dangerous” Competitor in this initiative ?

These 9 Factors Drive … … 9 Key Questions for Product Launch Success

... do we have a winning position / message ? (meets all 7 criteria)

... what is our path forward into adjacent opportunities ?

... do we have the right sales channel (direct or indirect) in place, and are they ready to help us win with these customers ?



Question: where will our priority products, software, or solutions be competing on the Tech Market Model during the next 6 to 12 months ... and which specific strategies / actions will be needed to achieve our business + financial goals ?

Two major conclusions from our 20 years in Silicon Valley / 5 books / 500+ client workshops:

tech-based markets develop in a very predictable 5-stage pattern, and that there are 9 specific strategies that must shift as you move from one stage to the next

1

2

3

5-a

5-c 4 5-b

5-d

Key for Product Launch the Tech Market Model



Final Point ... in conclusion Three recommendations:

1. Gain agreement within your Product Team about where your product or solution is today...

2. Analyze your current strategies (Category, Outbound Marketing, Key Field) for strengths, weaknesses, and missed opportunities, and implement 1 to 2 improvements to your current product strategies.

3. Complete your realistic, winning 9-Point Product Launch Plan.



“How do we accelerate profitable growth in the next year ?”

Wouldn’t it be great, if your product teams were as confident, crisp + analytical about your markets, as they are about your products ?



The Tech Market Model + Tool Set when combined with your product team’s wisdom: ... can help your business make decisions more quickly + more confidently about: which customers to target (verticals ? specific geos ? horizontal ?)

which product features to offer (more ? fewer ? which ?)

which channel (focused sales effort ? or broad ? direct or indirect ?)

which type of message ? ... and other specific customer, pricing, sales strategy and marketing-related priorities

? ? ?



“So – we now have agreement on where we’re competing on the Tech Market Model – and our specific 9-Point Launch Plan for accelerating results”

Bottom line:

The Tech Market Model + Tool Set help product teams:

make the tough launch decisions focus on the right actions

... for you to raise the probability for generating both the product success + sales results that you’re looking for.



Global Thought Leadership. Proven Impact.

Global Thought Leadership. Proven Impact.

Chasm Institute

Chasm Institute, a Silicon Valley-based consulting firm, is the recognized leader in providing growth companies with:

Action Workshops o Tools o Training

to accelerate market success of key products and services

1. Target Market Decisions

2. Compelling Reason to Buy

3. Whole Product

4. Partners & Allies

5. Sales Strategy

6. Pricing Strategy 7. Competitive Assessment

8. Positioning / Messaging

9. Next Target



1 to 2 hrs

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for key conferences and annual kick-offs

for senior leadership teams

and staff meetings

Here are 5 ways to engage with Chasm Institute :

1.5 days

3 to 4 months

for helping CEO’s and

senior managers accelerate results

in their strategic growth initiatives

for:

o product + business teams seeking to gain tools for accelerating market success

o management retreats or off-site planning meetings

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Our Books +

Blogs

Over 2 million books purchased by individuals + companies



Chasm Institute provides workshops + tools for helping tech-based companies achieve product and service success in tough, highly competitive markets

Workshops are based on these best-selling business books by Chasm Institute’s Chairman Emeritus, Geoffrey Moore:

Chasm Institute LLC

Palo Alto, California

Tel: 650-537-6742

Michael Eckhardt Managing Director

[email protected] www.chasminstitute.com

Thank You

mailto:[email protected]

http://www.chasminstitute.com/



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Presenter

Presentation Notes

MARK