Garry Avery - Transitioning products and services to the cloud
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Garry Avery (of Tarigo.co.uk) presents to the Cambridge Product Management Network on Monday 23rd February 2015
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Garry Avery - Transitioning products and services to the cloud
- 1. 4 March 2015 Transitioning to the cloud Review
- 2. 2© Introduction Background: • Loyalty and rewards solution provider • Circa 4k employees and a high street customer base • Legacy enterprise architecture • New competitive threats utilising cloud • Cloud has potential to offer new services • Failed attempt to build cloud solution • Nervous exec and sales team • Risk of standing still is potentially huge
- 4. 4© The previous “fail” On-premise enterprise Cloud Go directly to cloud Feature reduction & Fear Lock in Identity management Ownership of data interoperability regulation privacy Return on investment security Migration challenges Service Level Agreement
- 5. 5© Introduction Growth DeclineMaturity Lifecycle stage Revenue Profitability Limited competition Market domination potential Low volume High cost High failure rate ‘Try-this’ marketing Rapid volume increase Competitors increase Economies of scale Slightly lower prices ‘Buy-me’ marketing Limited growth Lower prices Replacement products Volumes drop sharply Competitors withdraw Prices can rise Marketing effort reduced Back to Basics #1 - The lifecycle model $ New products New markets New features Chasm
- 7. 7© Value High Low Factors of Competition Med Back to Basics #2 - The value curve
- 8. 8© Back to Basics #3 - Personas
- 9. 9© Plans Name Name Name Name Name Name Name Name Name 2014 2019 Concepts Ideas Back to basic #3 – mega trends Product/service • Key feature • Key feature • Key feature Product/service • Key feature • Key feature • Key feature Product/service • Key feature • Key feature • Key feature Mega trend • Problem statement • Problem statement • Problem statement Mega trend • Problem statement • Problem statement • Problem statement Mega trend • Problem statement • Problem statement • Problem statement Mega trend • Problem statement • Problem statement • Problem statement
- 10. 10© Persona model User Technical Gatekeeper Economic Buyer • Thirty five personas identified • Three geographies • Three persona types • Twenty five represent current market • Ten represent potential opportunities Qualitative workshop build Quantitative market review
- 11. 11© Market research – The hard yards P1 P2 P35 The attribute map USE CASE 1 Existing x275 New x30 At Risk x20 USE CASE 9 USE CASE 6 USE CASE 2 Prioritised Qualitative workshop build Quantitative market review
- 12. 12© Bridging the gap Attribute map Focused effort & coherent message Reference
- 13. 13© Time 1.0 X.X Phased releases Delivering continuous value Messaging Themed update Scrum itterations
- 14. 14© Messaging
- 15. 15© Work in progress 24 months Point of disruption Stickiness layers
- 16. 16© Conclusion Lessons learnt so far: • Basic NPI still applies! • It’s a transition plan NOT a big bang • Innovator motivation needs to be found • Referees need credibility with the target to help cross the chasm • Communication rhythm and theme needs careful consideration • Stickiness is potentially at risk • Its expensive!