Product engineering is every software product owner’s mainstay. During normal times, product owners find the balance between market demands and their product offerings by banking on suitable design features. However, in times of disruptions, such as the current one caused by COVID-19 pandemic, it is critical to make the choice between adapting to the market needs or to go with the existing product design. In this webinar, we will focus on how technology product owners can implement the right product strategy to address customer pain points. The session will serve as a guide for owners to structure their plans to fulfil unanticipated demand changes. Key takeaways - A glimpse of Harbinger's framework for selecting between market demands and product offerings - Success stories of some technology product companies which focused on the same market with new products - Snapshot of Harbinger's product strategy consulting service

1. RECALIBRATING
PRODUCT STRATEGY
Addressing Demand Shifts In Existing Markets

2. PANEL INTRODUCTION
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Shrikant Pattathil
President, Harbinger Systems
Vibhuti Agrawal
Senior UI-UX Architect
Lalit Kumar
Senior Business Analyst

3. HOUSEKEEPING
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4. Questions can be posted through the Q&A panel:
 Moderators will try and attend to all questions during the session
 Any unanswered questions during the session shall be answered via a follow-up email
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4. Poll 1: This is the corporate headquarters of a large corporation, can you
name it?

5. 25
Reposition your product in
a new market
Build a new product
for an unmet need
Create more value for
existing customers
Address shift in demand
from existing customers
New Market
Existing Market
Existing Products New Products
TYPES OF RECALIBRATION
WhatsApp for Business Amazon Web Services
Salesforce Lightening UI Paychex remote time tracking

6. 26
Poll 2: Over the next two quarters, if your product or service is
getting recalibrated, where would you position it in this 2x2 chart?
Reposition your product for
a new market
Build a new product
for an unmet need
Create more value for
existing customers
Address shift in demand
from existing customers
New Market
Existing Market
Existing Products
1 2
3 4
New Products

7. NEED FOR RECALIBRATION?
Contactless service delivery to remote users
Shift in Price vs Volume matrix
Evolution of newer ecosystems – collaboration apps, robotics, AR/VR
New challenges and behaviors of remote users
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8. PROCESS OF RECALIBRATION
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9. 2
LearnAC Story
Classroom sessions with
trainer covering and
hundreds of students in
multiple batches
Virtual classroom with
larger class in one
session
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Is there any framework or strategy one can apply in such scenarios?

10. 2
CONSULTING FRAMEWORK- BUSINESS MODEL CANVAS
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Cost Structure
Key Partners
Revenue Streams
Customer SegmentsValue PropositionsKey Activities
Key Resources Channels
Customer
Relationships
Classroom to Online
Cost of running classroom to cost of delivering online
training
Paying for classroom-based learning to paying for online
learning

11. 11
trainup.com Story
Jeremy Tillman
The CEO & Founder of trainup.com and KnowledgeFlo
Is there any framework or strategy one can apply in such scenarios?

12. 12
CONSULTING FRAMEWORK-
JOURNEY MAPPING

13. SUMMARY
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14. 14
RECALIBRATION JOURNEY
Need for
recalibration
Type of
recalibration
Frameworks to
define recalibration
Execute Manage Sustain

15. 15
WHAT’S NEXT IN SERIES
Reposition your product for
a new market
Build a new product for
an unmet need
Create more value for
existing customers
Address shift in demand
from existing customers
New Market
Existing Market
Existing Products New Products

16. 16
Questions & Answers

17. Lalit Kumar Suhas Joshi Maheshkumar Sayali Vibhuti Smita Prachi Utkarsh
Business & Market Technology User Experience
Software Project
Management
Thank You
Consulting@harbingergroup.com