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ProductCamp Chicago 2 session by Peter Morano and Tim Courtney
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April 2nd 2011
Product SunsettingPeter Morano and Tim Courtney
2
Introductions
• Tim Courtney– Director, Marketing and Brand Strategy at KeyLimeTie– Tireless customer and user experience advocate. – Co-founder of SocialDevCamp Chicago.
• Peter Morano– CIO at KeyLimeTie– Developing software for 16 years
De Facto Product Managers
3
Format
• Roundtable• Open Participation
4
Product Sunsetting
• Sunsetting is the process of pulling a product from market. The term can also be applied to removing obsolete features from a product.
• Sunsetting involves making the business decision to remove the product or feature and then communicating that decision to customers and sales channel.
• Planning for this is not the same as expecting it.
5
Reasons
• Profitability• Strategic Fit
– Heading into a new direction.
• Portfolio Fit• Market factors
– Don’t be the company where “old technology goes to die.”
• Technology – Keeping products past their prime confuses, distracts
and annoys (IE6?).
6
Why is this a big deal?
• If you mishandle this you could damage your brand.– Kin?– Yahoo/Delicious
• Change is often perceived as negative by many customers.
• Could result in “opening the account”
7
Why should I care?
• How do we get out of this gracefully, without losing money and antagonizing our customers?
8
Solution
• Get customers to understand why you’re doing it and how it affects them.
• Explain the business decisions.• Be clear
– Nobody likes ambiguity. You don’t want them thinking “okay, what does this really mean?”
• Tell them their options.
9
Discussion
• Your thoughts and experience– Have you managed a sunset?– Have you experienced a product sunset as a
consumer? How was it handled?
10