【IoT】12.Product Planning 更完善的产品规划

在上一课中介绍了Phase 0：Planning中的Step 1：identify opportunities 。本节是Step 2~5，完成Phase 0部分。

Step 1是有多重要啊，花了一整章介绍：

11. identify opportunities

目录

Step 2：Evaluate and Priorities Projects

Step 3：Allocate Resources and Planning

Project Timing：

The Product Plan：

Step 4：Pre-project Planning

Step 5：Reflect on the Process and Result

Questions

1.Define the product planning process and the steps it involves.

2. How can you evaluate viable product development projects?

3. How to achieve a balanced portfolio of development projects?

4. What would you use a technology roadmap for?

5. Describe what mission statement is and what it is for

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Step 2：Evaluate and Priorities Projects

评估产品可行性，并评级；参考方面：

Market size (units/year x average price)

Market growth rate (percent/year)

Competitive intensity (number of competitors and their strengths)

Competitive intensity (number of competitors and their strengths)

Depth of the firm’s existing knowledge of the market

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Step 3：Allocate Resources and Planning

规划资源和时间调配：

Eg. allocating engineers and managers to more than one project (where they are already at full

capacity working on one)

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• Project Timing：

Determining the timing and sequence of projects, sometimes called pipeline management, must consider a number of factors.

• The Product Plan：

Designed in step 1： identify opportunities，used in here.

Include a mix of fundamentally new products, platform projects and derivative projects.

Eg： Example of a Product Plan for Xerox

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Step 4：Pre-project Planning

After project approval，but before the commitment of resources.

Involves a small, cross-functional team – the Core Team

其余参考下边的Question 5即可

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Step 5：Reflect on the Process and Result

Reality check：think about questions，

Is the opportunity funnel collecting an exciting and diverse set of product opportunities?

Does the product plan support the competitive strategy of the firm?

Does the product plan address the most important current opportunities facing the firm?

...

这些都足够好，就可以进入产开的next phase：Concept Development

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Questions

1.Define the product planning process and the steps it involves.

就是上一课和这一课一直在讲的5个东西，参考上一课 “11. Opportunity identification” 开篇提到的5步即可：11.Opportunity Identification

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2. How can you evaluate viable product development projects?

Step 2，如何评判选出切实可行的产品开发项目？

“Evaluate and prioritise projects” is the 2nd of the 5 steps of phase 0，

4 perspectives：

• Competitive strategy 竞争策略

Technology Leadership

Cost leadership

Customer focus

Imitative (market follower)

which talked in lecture 5

• Market segmentation 市场分割

Divide the market into segments，to focus more on the customer and competitors

• Technological trajectories 技术路线

When to：

1）adopt new technology

2）implement new technology as part of the core product，

      eg.Kodak（美国伊士曼柯达公司）：35mm -> APS -> Digital

3）retire old technologies

• Product platforms 产品平台

Each product can then provide features and functions desired by a particular market

segment；

allow a variety of derivative products to be created more

rapidly and easily；

E.g. 

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3. How to achieve a balanced portfolio of development projects?

step 2，如何输出一个平衡的开发项目组合?

Evaluate and prioritise projects，then allocate resources and plan timing. If meet with

problems when allocating resources and plan timing，we evaluate and prioritise projects again.

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4. What would you use a technology roadmap for?

to show the technology trajectories of a product；

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5. Describe what mission statement is and what it is for

created in step 4 ——  Complete Pre-project Planning ,

it provides clear guidance for the product development organization，include：

• A brief description of the product 产品简介
• Key business goals 运营目标
• Target market for the product 目标市场
• Assumptions and constraints that guide the development effort 构想与制约
• Stakeholders 持股人

Eg. Lakes Project Mission Statement