Transcript in marketing plan

S-72.3510 Product Development
of Telecommunication Systems
Workshop 2008
Services
Technology
These slides available at
http://tll.tkk.fi/en/node/487
Market
Techno
-economics
Services
Today
Technology
• Workshop program and methods
• Vilant Systems Ltd:
– Company overview
– Introduction to RFID
– Problem frameworks for groups
• Division of group works and practicalities
Contacts:
Ville [email protected]
[email protected]
[email protected]
Market
Techno
-economics
Workshop objectives
• To acquaint oneself to real-life business
process
• Learn product development process
practicalities
• Learn to work together
• Learn presentation skills
• Learn to work with references
Workshop outline
• Workshop tasks & reports prepared in
groups starting from problem
framework
• Follows Innovation in a Week - method
• Tutoring arranged by joint effort of
ComNet & Vilant Ltd.
• Earlier Workshops arranged by Elisa, Telia,
Ericsson, Satama Interactive, Sonera,
Teleste etc.
• Earlier workshop topics: Prepaid Calling
Cards, Wi-Fi Networks, Company Customer
Relation Management (CRM) system design,
Video Surveillance Services ...
Outline…
• Groups produce business case concepts
– Service description
– Business case analysis
– Technical solutions
• Striving to fit everything to partner company
strategy
Monday
21.4
Tuesday
22.4
Wednesday
23.4
Thursday
24.4
Friday
25.4
9-12@S1
•ComNet:
Workshop
method
•Vilant:
Company
overview &
Problem
frameworks
•ComNet:
Groups & Tools
Innovate the
problem
•brainstorming
•mind-mapping
•Long list of
solutions
9-14 hrs
@E208b
Vilant Ltd.
checkpoint
Develop
•idea
•case
Preparing
presentation
•product
/Service
Description
•marketing
plan (Annex II
& III)
Lunch break
Lunch break
Develop
•business case
•technoeconomics
12-17@S5
Presentations
&
Industry
partner
feedback
12-13 hrs
Lunch break
13-17 hrs
Innovate the
problem
•divide tasks
•search main
references
Lunch break
Innovate the
problem
•double teams
•Prepare to
checkpoint
Develop
•Detailed
design
•Business case
details
•Customership
special
requirements
•Vilant Ltd.
requirements
Problem framework
• Early-phase product development problems are not
necessarily well-defined – there is a problem
framework that is a description of interconnected
elements
• Development teams strive to find applicable solutions;
examine and validate the most promising solution(s)
- in detail as possible
• In workshop group formation objective is creativity
boosting: groups should be multidisciplinary! Group
participants need not to know each other beforehand
• Note: Don’t forget to map risks relating to your
solution and tell why you selected the particular
solutions
Methods
• Modified Satama Interactive’s Innovation Space
= Innovation in a week!
Mon
Tue
Wed
Thu
Fri
Decision
Innovate Innovate
Develop
the
the
problem problem
Develop
Present
customer
check points
• To cultivate your work apply Brainstorming and various
other methods of ideation as Mindmapping, Fish bones
etc. as explained later
Innovation Space
• Monday: First focus on problem: understanding the
problem framework - don't focus to a single solutions
• Tuesday : Groups generate long list of solutions, Continue
innovating the problem - double teams
• Select the most import solutions to focus on and prepare for
customer check point. Start preparing idea document &
business case
• Wednesday : Present and discuss your case candidates in
customer check points
• Thursday: Evaluate solutions and prepare presentations
– applicable solutions - conclusions from check point?
– risks and how to get quality to your process outputs
- focus on development/production & target
product/service
– degree of innovativiness - market potential & long run
business vision
• Friday: Group presentations & customer feedback discussions
Deliverables
20
18
Hinnoittelusopimusten hallinta
5.3.6 Katso sopimuksia
16
5.3.1. Katso tilauksia
Tilausjärjestelmä
14
12
Ennakkomaksujärjestelmä
5.3.4. Katso ennakkomaksutilannetta
10
Verkkokaupan
asiakas
Series1
5.3.2 Katso laskut ja käteisostot
8
<<extend>>
6
5.3.4.1 Maksa
ennakkomaksu
Agribonus- ja
asiakashallinta järjestelmä
4
2
5.3.2.1 Katso laskun tarkennus
Agrirahajärjestelmä
5.3.5 Katso
Agriraha-tilannetta
0
Agriraha-asiakas
1
Kanta-asiakas
2
3
4
5
6
5.3.3 Katso
Agribonus-tilannetta
Idea
What, why, context
Case
Business Case
How a solution is used in
practise - examples
Business effects and
reasoning
Concrete deliverables are necessary to evaluate the concept!
Deliverables

Group reporting: summarizes workshop results
 idea document: context; who, where, why and when will
use the innovation
 case: cartoon or story; one example that explains the core
idea - How solution is used in practice
 business case: analyze business case: efficiency,
production timetables, if this changes something, what
happens in business: list assumptions and how and why
the figures were obtained

Group submits two reports:
 Company’s report: solutions, application guidelines,
bases for solution, solution risk and quality estimate
(follows ‘up-front homework’, next slide)
 Innovation workflow: problem framework, identified
key issues, usage of ideation methods, rejected ideas,
(rejection) arguments, discussions
Up-front Homework:
The First Phase
1. A preliminary market assessment: a quick scoping of the marketplace to
assess market existence, probable market size, and expected product definition;
this is largely detective work: desk research; assessing available public and
commercial databases, reports, articles, etc.; utilizing in-house information and
people; contacting a few lead users.
2. A preliminary technical assessment: a quick technical appraisal to
propose a technical solution, map out a probable route, and assess technical
costs, times, and risks; this work is a largely conceptual: technical literature
search; utilizing in-house technical expertise; brainstorming and creative
problem-solving sessions; reviewing competitive product solutions; drawing on
technical gurus outside the firm.
3. A preliminary business assessment: a quick financial assessment (e.g.,
payback period) based on very rough estimates of sales, costs, and investment
required; a cursory legal assessment; and a quick risk assessment.
For larger and more complex projects, many firms build in a second and more
derailed homework phase, namely a detailed investigation stage, prior to
development.
from: Overhauling the New Product Process, Robert G. Cooper,
Industrial Marketing Management 25, 465-482 (1996), © Elsevier
Science Inc., 1996, 655 Avenue of the Americas, New York, NY
1O010, O019-8501/96/$15.00:
Techno-economic Analysis
• Inputs – scenario
analysis
– geographical service
areas
– customer segments to
be served
– services to be provided
– technology to be used to
provide
the services
– market characteristics
• Bases:
– Literature studies
– customer interviews
– technology
modeling/simulations
Environmental
Service
Regulatory
Technology
• Estimates…
– OPEX & CAPEX
– level of competition in the
market
– Penetration rates of different
throughput classes
– Price evolution of
• service tariffs
• network
modules/components
Example: Scenario Attributes
for a telecommunication network development
Working in groups
• Divide tasks
– To look for further references in
• Technology
• Customership
• Services
• Market
• Techno-economics (what is calculated and how)
• To think which methods to use
• Take notes in meetings, photographs
• List key concepts that can be used when searching
further references
Special Notes in Reporting
• Carefully document applied methods used to
obtain your solutions
• Document intermediate steps in your path to
your group’s solution(s) - this is required especially
for Innovation Workflow - report
• Strive to verify quality and risks of your solution
• Report especially
– Why final solutions were selected!
– Report/analyze your solution as in-detail as you
can to verify your claims!
S-72.3510 Product Development
of Telecommunication Systems
Annexes
Project
Plan
Annex I
•
Plans
– Timetable
•
Executive Summary
– Resource plan and resource
profile
•
Basic Information Briefly
– Project Budget
– Plans for Process
• Sales Process
• Delivery Process
• Customer Care
– Goal
– Background
– Market Situation
•
Goals
– Project Target
– Milestones
– Description of features
– Strategy
•
Project Tasks
– Product Planning and
Specification
– Testing
– Service Implementation and
Provisioning
– Product Launch
– Internal Support Function
Project
Plan (cont.)
Annex I
•
Project Organization
– Organization plan
• Project Tasks
– Project Management
– Roles, Responsibilities and
Power
– Product Planning
and Specification
– Principles of Reporting and
Communication
– Testing
– Service
Implementation and
Provisioning
•
Quality
– Quality Goal and Strategies
– Evaluation
– Product Launch
– Processes in project
– Internal Support
Functions
•
Risks
•
Project Completion
– Phase 2
•
References
Product/Service Description
•
•
•
•
•
•
•
General
Service overview
Service components and features
– Service platform(s) (features, GUI)
– Standard/optional features
– Access (backbone, access, subscriber line)
– Capacity
– Addressing
– Availability: definition, limitations
Technical solution
– Hardware/software
– Placing: customer premises/network equipment…
Pricing, costs and marketing information (more in marketing
plan)
– Customer segments
– Sale channels
– Billing
– Advertisement plan
– Installation/connection costs
– Outside Equipment Manufacturers (OEM)?
Product support – O & M
Additional technical information
– Where does the competitive edge comes from?
– Market placement: Existence of similar services?
Annex II
Annex III
Marketing Plan
•
•
•
•
•
•
•
•
•
OVERVIEW – short description of
– Business goals
– Market description (players/size/development)
SERVICE
– Describing name (note the difference to existing services/products)
– Service content
– Description of Competitive Edge
– Pricing formation/strategy (time-line/customer segments)
SERVICE/PRODUCT HIGH-LIGHTS
– Core features creating cornerstones of marketing communication
MARKET SITUATION
– Competitors and their services (make a map: price vrs quality)
– Marketing strategy (Project launching, target segments, timing)
MARKETING COMMUNICATION
– Flavour: Attacking/informative/defending/supporting
– Goals: Image/credibility/user friendliness/ technical
advancement/functionality
TARGET SEGMENTS
– Service/product placement in current/forthcoming market
– Customers (consumer/business/geographical availability)
SALE CHANNELS
CUSTOMER SERVICES
MARKETING BUDGET
Apply SWOT!