Show FIVE - WHAT TO BUILD AND WHEN TO BUILD IT - WILLIAM EASTMAN

Last weeks Show Four, we covered your initial offer, your MVO. That was just to set up what you need to start the design process and lack the detailed process we will cover later in the Season.

What really starts the process is your analysis of the bigger issues, the market, and competitors.; and that is where we are today.

EPISODE 13: MARKET RESEARCH
There are many ways to define market research. For our purposes we will look at it from the 3 Levels from a Macro to a Semi-Micro perspective. The goal is simple. Bring to market the MVO that will capture market share because it is a better match between what the customer wants and any of the known alternatives.

Topics:

• Level 1: RESZ - Regulatory, Economic, Scientific, Zeitgeist
• Level 2: Competition - Primary Secondary, Tertiary

EPISODE 14: MARKET CHARACTERISTICS
Once we have completed this very Macro perspective of what is happening today and in the near future, the next critic al question to answer is what markets to pursue. Where is the greatest growth potential and the easiest path to segment domination.

Topics:

• Market Size
• Market Growth
• Market Segments

EPISODE 15: UNDERSTAND COMPETITOR OFFERS
The last question and now the most critical is once you have zeroed in on a few great market opportunities, what is current state of competition? At this point the answer is obvious - the best market opportunity with the weakest competition should service a s the basis of our MVO.

Topics: 

• Aspirations & Pain Points
• Features & Benefits
• Price Point

EPSIODE 16: BUILDING THE COMPETITIVE LANDSCAPE
This last step is organizational, creating spreadsheets that contain all of the information gather from market research so we can move back to the topic of building the MVO. In order to use one of most effective tools - the QFD, the information needs to be accurate and user friendly.

Topics:

• Building spreadsheets: (RESZ, Markets, Competitors)
• Revisiting your plan for the prototype

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