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MindMap Gallery Four Steps to New Product Planning

Four Steps to New Product Planning

The key processes of new product development: Pricing and sales of competing products - to prove the marketability of product opportunities; Competitive product promotion strategy - to determine the strategic intentions and current market conditions of competing products.

Edited at 2022-04-02 07:35:39

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Four Steps to New Product Planning

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Outline

Product planning tetralogy

Motivation analysis: Why do it?

Background of the project

Where does the need/opportunity come from?

Scenario description of user pain points

Analysis of pros and cons of existing solutions

Demonstrate why this is an opportunity rather than a trap through user scenarios

Market analysis

overall market size

Total market user scale (target users, value users, potential users)

Market sales planning (global market, regional market, market segments)

Industry penetration rate, identifying whether the industry is in the introduction stage or mature stage

Market size is the basis of the product, and the value space of the market must be demonstrated

PEST macro factors

Political elements: policy, industry

Economic factors: GDP, industry, economies of scale, etc.

Social factors: consumption habits, etc.

Technical elements: technical standards

Often overlooked, but very important, especially policy opportunities and technical dividends

Competitive opportunity analysis

Solutions for existing market products, scale

Level of market leader, market size, user feedback

Competitor product matrix, user feedback

Opportunities to compete, opportunities to enter

The more competitive the market, the more opportunities there are

in conclusion

Do it, the basis for doing it well and the next action plan

Not doing it, accumulated knowledge base

Solution: How?

Core user/customer research

User portrait research - find core value user groups

User scenario research—implemented into specific business issues

User’s decision-making ability and payment ability

The ability to pay is a prerequisite to prove the commercial viability of the product

For B-side users, they must also have a deep understanding of the impact of enterprise management

Summary: User pain points and functional preferences

Survey summary: user scenarios, key pain points, decision-making preferences

Research on key competitive products (how to do competitive products?)

Competitors’ business models (business models, product architecture, strategies)

Pricing and sales of competing products - supporting the marketability of product opportunities

Product function analysis of competing products - find points that can be optimized

Technical solutions of competing products - technology is often used as a breakthrough point

Competitive product user feedback - full-link experience feedback to find breakthrough points

Competitive product promotion strategy - determine the strategic intentions and current market conditions of competing products

Summary: Advantages/Disadvantages of Competitive Products

Summary of competing products: competitive advantages and disadvantages

Profit analysis: Can you make money by doing it?

cost assessment

Development costs

Core software and hardware costs for developing new products

Development costs must take into account the scale of human resources required

Maintenance cost

After product development, from after-sales service and product maintenance costs

operating costs

Including product packaging, marketing, sales expenses and other related costs and expenses

Continuous resource investment costs such as data server expansion costs

content cost

Ongoing content production costs may become a key investment in new products

third party costs

Investments involving third-party cooperatives and service providers may often lead to fatal cost investments.

Hidden costs are more difficult to assess, but a clear list of direct costs is necessary

Estimated revenue

Product sales cycle - product profitability

Product Pricing

sales conversion rate

User conversion rate

Product implementation: How to make profits?

Product Positioning

Targeted user groups and core needs

Remember to try to meet the needs of all users

Remember to try to solve all scene problems

Market positioning

Low/medium/high positioning determines the product strategy

Technical positioning

product planning

Product architecture design

Product advanced roadmap

Product Features

Product basic capabilities

Product advanced capabilities (payment capabilities)

Product Pricing

Delivery model

Charges

Operation strategy

seed user

channel capability

In addition to cost investment, channel construction also involves the issue of sales conversion rate.

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