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www.conteneo.co
Strategic Planning Through Pictures
Often the best way to communicate
strategic choices is through simple ...
www.conteneo.co
Collis’s Strategic Sweet Spot
Competitor
Offerings (for target
market)
Customer Needs (for target
market)
...
www.conteneo.co
Whole Product Thinking
Source: Levitt
Augmented
Product
Expected
Product
Potential
Product
Generic
Product
www.conteneo.co
4
Hi-Tech “Whole Product” Planning
The
Product
Hardware
Software
Legacy
interfaces
Networks
& peripherals
...
www.conteneo.co
Sample Whole Product
Product
Services
Other
www.conteneo.co
The Product Lifecycle
www.conteneo.co
BCG Growth-Share Matrix
Market Growth
High
Relative
Market
Share
Low
Weak Strong
Star
Dog
Cash Cow
Questio...
www.conteneo.co
SWOT Structure
S
T
W
O
Helpful Harmful
InternalExternal
Phase 1
Complete this
matrix for a
specific
compet...
www.conteneo.co
Phase 1: Completing the Matrix
•What do you do well?
•What are your unique selling points?
•What are your ...
www.conteneo.co
Channel Distribution Structures
Wholesalers /
Distributors
Manufacturers / Producers
“Customers”
Enterpris...
www.conteneo.co
Potential / Development Plot
Technology Stage-Gate: A Structured Process for Managing High-Risk New Techno...
www.conteneo.co
© 2010 by Intellectual Assets, Inc.
www.conteneo.co
R&D Posture Overlay
Offensive
Long-Range R&D
Next Generation & Selective Break-Through
Offensive
Short Ter...
www.conteneo.co
Use Map Overlay
Build Patent Fences License-Out
Maintain
Portfolio
Abandon Patents
© 2010 by Intellectual ...
www.conteneo.co
Value Map Overlay
Support
Project
Abandon
Project
© 2010 by Intellectual Assets, Inc.
www.conteneo.co
Platform
Support Derivative
Breakthrough
= size of investment
Market
change/
External view
Technical
chang...
www.conteneo.co
Best
option
Support Cancel
Limit
exposure
= size of investment
Risk
Return
Risk/Return Matrix
www.conteneo.co
280 Group
Four Quadrant Feature Grouping
Skip
Everything
Here
Study More
Study Less Focus Here
Cost/Riskto...
www.conteneo.co
Life “Firsts”
PurchaseRequest
AssistedPurchase
4
SavingsAccount
72
IndependentIncome
Job
Housing(Apartment...
www.conteneo.co
Market Rhythms
Jan
Apr
Sep
Aug
Jul Jun
May
Mar
Feb
Oct
Nov
Dec
www.conteneo.co
Xplane Empathy Map
www.conteneo.co
Sunni Brown’s “On the Cover”
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Strategic Thinking Through Pictures

  1. 1. www.conteneo.co Strategic Planning Through Pictures Often the best way to communicate strategic choices is through simple pictures. Let’s review some options.
  2. 2. www.conteneo.co Collis’s Strategic Sweet Spot Competitor Offerings (for target market) Customer Needs (for target market) Your Capabilities Sweet spot You win Opportunity Jump ball You lose You battle
  3. 3. www.conteneo.co Whole Product Thinking Source: Levitt Augmented Product Expected Product Potential Product Generic Product
  4. 4. www.conteneo.co 4 Hi-Tech “Whole Product” Planning The Product Hardware Software Legacy interfaces Networks & peripherals Pre-sales services Post-sales service & support Templates Consulting Where you can show you understand your customer’s business problem and its solution Where you can show you have committed to solve the problem and have a pre-engineered solution What your in-category competitors have in common with you Source: The Chasm Group
  5. 5. www.conteneo.co Sample Whole Product Product Services Other
  6. 6. www.conteneo.co The Product Lifecycle
  7. 7. www.conteneo.co BCG Growth-Share Matrix Market Growth High Relative Market Share Low Weak Strong Star Dog Cash Cow Question Mark
  8. 8. www.conteneo.co SWOT Structure S T W O Helpful Harmful InternalExternal Phase 1 Complete this matrix for a specific competitor. Phase 2 Analysis it. What, if anything, are you going to with your conclusions?
  9. 9. www.conteneo.co Phase 1: Completing the Matrix •What do you do well? •What are your unique selling points? •What are your structural advantages? •What relevant resources you have access to? • What are you doing badly? • What should you improve? • What should you avoid? Analyze external attractive factors facing you like positive market trends and try to uncover greater potential. What external obstacles in your are largely beyond your control? Example: Unfavourable trends like downsizing, obsolescence, price wars, competitors with superior skills/products, shifts in consumer tastes and changing technology.
  10. 10. www.conteneo.co Channel Distribution Structures Wholesalers / Distributors Manufacturers / Producers “Customers” Enterprises Professionals Consumers Systems Integrators Value-Added Resellers Retailers Agents / BrokersDirect
  11. 11. www.conteneo.co Potential / Development Plot Technology Stage-Gate: A Structured Process for Managing High-Risk New Technology Projects
  12. 12. www.conteneo.co © 2010 by Intellectual Assets, Inc.
  13. 13. www.conteneo.co R&D Posture Overlay Offensive Long-Range R&D Next Generation & Selective Break-Through Offensive Short Term R&D Incremental Defensive Maintenance R&D Next Generation Offensive Maverick R&D Break-Through Withhold R&D Customer Technical Support © 2010 by Intellectual Assets, Inc.
  14. 14. www.conteneo.co Use Map Overlay Build Patent Fences License-Out Maintain Portfolio Abandon Patents © 2010 by Intellectual Assets, Inc.
  15. 15. www.conteneo.co Value Map Overlay Support Project Abandon Project © 2010 by Intellectual Assets, Inc.
  16. 16. www.conteneo.co Platform Support Derivative Breakthrough = size of investment Market change/ External view Technical change/ Internal view Project Classification Matrix
  17. 17. www.conteneo.co Best option Support Cancel Limit exposure = size of investment Risk Return Risk/Return Matrix
  18. 18. www.conteneo.co 280 Group Four Quadrant Feature Grouping Skip Everything Here Study More Study Less Focus Here Cost/RisktoDevelop Value to Customers LowHigh Low High
  19. 19. www.conteneo.co Life “Firsts” PurchaseRequest AssistedPurchase 4 SavingsAccount 72 IndependentIncome Job Housing(Apartment) Subscription(Pager) Loan(Car,PC) CreditCard Mortgage Prom Investment(401K) ... 12 15-18 20s18-22 IndependentPurchase
  20. 20. www.conteneo.co Market Rhythms Jan Apr Sep Aug Jul Jun May Mar Feb Oct Nov Dec
  21. 21. www.conteneo.co Xplane Empathy Map
  22. 22. www.conteneo.co Sunni Brown’s “On the Cover”

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A collection of images that companies use to help them develop product and corporate strategy. All of them can be played as collaborative, serious games. What images would you like to add?

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