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Lessons Learned in Developing Commercial Value Up Front

Everyone has had at least one experience in their career where you just move ahead with a new product idea and ignore some of the basic steps along the way.  Next thing you know your about to commercialize a new product that had substantial investments made by your company and you realize the payback just isn’t going to be there. This roundtable discussion will help participants understand the importance of developing commercial value upfront for a new product concept by sharing the experiences of the group.

Some of the questions that will be discussed during the session include: 

• How do I establish commercial value for a new product concept?
• How important is an ROI analysis and when should it be use in the commercialization process?
• When is the best time to kill a project and how do I communicate it?

Defining the Fuzzy Front End of New Product Development 

All new products have to start somewhere.  Usually it starts with an idea that forms into a concept and hopefully evolves into a commercially available product.  Early on in the process it is critical to frame out what this product will be.  It is this “Fuzzy Front End” that can be very challenging to define.  The scope of this presentation will focus on how to define product requirements upfront in the new product development process to ensure commercial success.

Questions the presentation will address:

• How soon should I start defining the product requirements?

• What tools can be used to understand the unmet needs of the customer?

• How to convert the unmet needs into specifications?

• What’s the best way to deal with product trade offs?

Capturing the Customer's Voice to Drive Product Innovation - We are all asked to come up with more innovative ideas for our products.  Unfortunately, it doesn't come naturally to all of us.  One of the ways we can learn more about incorporating unique market and customer insights into our products is to learn from  other companies and how they achieve higher levels of success with their products.  This is an interactive discussion, not a straight presentation, so you will have a chance to work with other people, participate in vigorous discussions, and even have some fun! 

How to build your personal "product manager" brand?

We as product managers are well trained in listening to the needs of the market, building the right products, helping marketing position the product in the marketplace, pricing products and the list can go  on and on. 

But how much time do you spend managing the best product you have - "YOU".

Do you know:

1. "Your" unique competencies?
2. "Your" positioning to your buyers - "future employers"?
3. How to build "your" personal brand?
4. How to make yourself "findable" on the internet? 

1. How to best build your "personal" brand or your "NET" worth? (and I don't mean assets and liabilities)
2. What does "marketing" yourself mean in this day and age? 

Primed: how our approach to innovation helps us see the world beyond the way we are - Cognitive bias informs so many of the choices made in the product development realm. From where and how we source input during ideation, to how we sort and organize our thinking, to where we choose to invest our time, energy and effort - each act is a reflection of who we are and not necessarily a response to the way the world is. Learn to recognize and understand how you are "primed" so you can make better choices about creating "what's next."

Agile vs. Traditional Development:  The Best of Both Worlds - There’s a misconception that organizations have to use either agile or traditional development. Learn how to benefit by using a hybrid model and get the best of both worlds.