Cambridge Product Management Network

Is Your Company Technology, Sales or Market-Driven?

Elan Lennard

Thanks to our sponsors

WHAT DRIVES YOUR COMPANY?

TECHNOLOGY, SALES, OR THE MARKET

Elan Lennard

www.glamourgeek.com

Typical Timeline

Technology

Entrance

Brilliant people sitting down together and coming up with a

great idea

Exit

Made money, Created BoD, gone

public

Sales

Entrance

BoD & stock market want higher revenue,

reduced costs

Exit

Missed revenue projections, too many

products

Market

Entrance

Long-term investment

Exit

Consistent costs & revenues

What is a Technology Driven Company?

Fun!

Build what’s possible

Hope people will pay for it

Less reliance on ROI

No roadmap

Successful Technology-Driven Companies

Google Apple Microsoft RedGate

Typical Roadmap

Erm… roadmap?

We just build cool stuff!

What is a Sales Driven Company?

Revenue-driven

Quarterly panic

One customer per product

Customisation for each customer

Short-term focus

3-9 month roadmap

Successful Sales-Driven Companies

Global Graphics

Cambridge Consultants

TTP

SDK v3.8

Updates to legacy

Embedded Product

Product A

Product B

Release Adv Development Concept

v9.0

2010 2011

SDK v5

Core Libraries

SDK v4

Maint. Rel.

v8.1rX

Product C Release for Customer A

Bug Fix Rel

v1.3rX

v8.2rX

v8.3

v2

v3

2012

v4

SDK v6

Bug Fix Rel

Languages for Customer A

Release for Customer C

Maint. Rel.

Maint. Rel.

Maint. Rel.

Maint. Rel.

Release for Customer B

Release for Company A

Bug Fix Rel

SDK v3.9

Eval Kit Eval Kit Eval Kit Eval Kit Eval Kit

SDK Maint. Rel.

Maint. Rel.

Maint. Rel. Maint. Rel.

v8.0r16

v8.2r5

v8.3r1

v8.2r6

2.0r1 2.0r2

v8.3r2

v9.0r1

Branch A

Branch B

Device updates (ongoing)

Branch A Branch A Branch A

Branch B Branch B

Maint. Rel.

Customer A SDK

Example Sales-Driven Roadmap

What is a Market Driven Company?

Long-term ROI focus

Sustainable

Multiple customers per product

3-5 year roadmap

Successful Market-Driven Companies

ARM Intel Nvidia Adobe Amazon

Applications Roadmap Q3 ’11 Q4 ’11 Q1 ’12 Q2 ‘12 Q3 ’12 Q4 ‘12 Q1 ‘13 Q2 ‘13 Q3 ‘13

J A S O N D J F M A M J J A S O N D J F M A M J J A S

Product

A

Product

B

Product

C

R&D

Plug-ins

Apollo Challenger

Neptune Jupiter

Borg

Tech Refresh for Pluto

Klingon

HTML5

SVG

Typical Roadmap

Pluto

Discovery

Romulan

Optimisation for Pluto

Surviving The Transitions

Problem Child

Stars

Dogs Cash cows

Market Share

Market Growth

SWOT Analysis

Strengths Weaknesses

Opportunities Threats

You

SWOT Analysis

Strengths Weaknesses

Opportunities Threats

Competition

Analyse The Market

Visit customer

Go to tradeshows

Read industry publications and reports

Track trends

Research recent patent filings