product anonymous - do customers and stakeholders ever see eye to eye?
TRANSCRIPT
Do customers and stakeholders ever see eye to eye? Mat Vine
The perennial business challenge
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Stakeholders drive in different directions
Product people play a unique and critical role
Customer Value Proposition New Product
Idea
Business Outcome!
Customer Need
Regulatory / legal – what are you allowed
to do?
Existing product considerations
Existing customer considerations
Suppliers e.g. Hospital
Providers
Suppliers e.g. Ancillary
Providers
Developing a new product is
complex!
Balance isn’t maintained all by itself
Here’s my Top 6
1. Pick your business outcome
Profit Revenue Market share Sales volume Revenue per sale
2. Be very clear on the customer need you are targeting…it should be your guiding light
3. Choose your time horizon, but never ignore the long term
4. There are many levers to achieve balance…choose wisely
Services
Features
Discounts
Price
5. Know your stakeholders and embrace stakeholder engagement
6. Decide what's important with your CVP…and champion it!
Top 6 things to do to strike the balance
1. Pick your business outcome 2. Be very clear on the customer need you are targeting 3. Choose a time horizon, but never ignore the long term 4. There are many levers to achieve balance…choose wisely 5. Know your stakeholders and embrace stakeholder engagement 6. Decide what's important for your CVP…and champion it!
