Product Development ObjectivesPart 1 – Competitor differentiation

Daniel Maurer – September 2015Software Vendor Management Guidewww.softmanguide.com

A presentation for you who…• Is the CEO of a software company• Shall take over as CEO of a software company• Member of the management team of a software company• Is a board member of a software company• Is the owner of a software company• Is an investor in a software company• Wants to start a software company• Are generally interested in how software companies are

managed and developed

ContentHow to increase the distance to your competitorsHow to appear as better than your competitors

IntroductionYou have competitors

IntroductionYou have competitorsYour assignment is to increase the distances to them

IntroductionYou have competitorsYour assignment is to increase the distances to themProduct Development is an important part of this assignment

IntroductionYou have competitorsYour assignment is to increase the distances to themProduct Development is an important part of this assignmentWhat your competitors are doing and not doing are valuable insights

Get in control3 concrete tips for competitor analysis

1 – Be selectiveSelect a few – but not more than three key playersFollow them carefullyCreate a file for each and one of themCollect data systematically – better regularly and seldom than not at allAlso listen to what is not said – absence of information is also informationReport to the Management Team or the Product Council

2 – Listen to your sales-forceYours sales representatives listen to the market all the time – use thatSales people tends to live in the moment – consider that and…… value their insights – don’t overestimate – don’t underestimate

3 – Study your competitors quotesUse public procurementsOrder out or download submitted bidsIt doesn’t matter if you have participated or not

So…- Be selective- Collect data systematically- Listen to your sales-force- Study others bids

- Don’t have too high ambitions – the best competitor analysis is the one that actually takes place

Increase the distance3 concrete tips

1 – Never underestimate shiny objectsThis are simple and inconspicuous features and design elementsCustomer appreciate stylish touches and nifty detailsThese objects strengthen the overall impression and…… the customer experience a difference compared to your competitors

2 – Don’t forget underlying technologyEven though it’s not visible the underlying technology can be important differentiatorsIt can be development platform, database, methodology or hardwareTell your customers WHY it’s makes a different

3 – Tell your customer how they shall thinkYou have the comprehensive viewThe customer focus on specific features and user interfaceYour task is to tell the customer how they shall think…… about things they otherwise not think of

So…- Never underestimate shiny objects- Don’t forget underlying technology- Tell your customer how they shall think

Product Development Objectives – Part 1Thank you for your attention!

Daniel Maurer – September 2015Software Vendor Management Guidewww.softmanguide.com