1. PRODUCTCAMP 6 SATURDAY 8.18.12WEB: www.pcampatl.comTWITTER: @pcampatl #pcampatlWeb: www.pcampatl.comFACEBOOK: facebook.com/productcampatlanta Twitter: @pcampatlFacebook: facebook.com/productcampatlanta8/18/12(c) All Rights Reserved NP Learning, LLC 1

2. The Poison Pill of Product DevelopmentBad Requirements8/18/12(c) All Rights Reserved NP Learning, LLC 2 3. Agenda Introduction Framework and Assumptions Key Definitions for Clarity Market Requirements Analysis Case Study8/18/12 (c) All Rights Reserved NP Learning, LLC 3 4. Frank HarrisChief Operating Officerfrank@nplearning.com770-598-12058/18/12(c) All Rights Reserved NP Learning, LLC 4 5. Product Development PhasesMarket Requirements Analysis8/18/12(c) All Rights Reserved NP Learning, LLC 5 6. Framework and AssumptionsIdentified Market Segments Discovery High Potential ValueMarket Research Conducted Opportunities 1Ideas2Proof of 3 Analyzed Trends - STEPPurchase SWOT Analysis Identified Market Segments Voice of the CustomerThe Discovery phase is to determine if thecustomer is real and willing to purchase basedon identified value.Market Opportunity AssessmentProject Idea AssessmentValue Return on InvestmentDiscover needs, problems, and issues that have high valuein the selected market segments.8/18/12(c) All Rights Reserved NP Learning, LLC 6 7. New Product DefinitionA new product is either agood or service (both)new to the firmmarketing it thatgenerates revenue forthe company.New products can rangefrom incremental todisruptive in nature.PDMA.org Glossary 8/18/12 (c) All Rights Reserved NP Learning, LLC 7 8. DefinitionsWord Definition * Example Something wanted or needed Small size, comfortable,Requirementseasy to read The solution to a need orHandle, on/off button,Features problemone click, 18 pt font Attribute expressed in terms Convenience, quickBenefits of what the user gets from the download, ready to use product A detailed description of theMeets FDA xxx.x,Specifications features and performance weights