Managing Partners: Daniel Kraft, Stefanie Lightman

1. Product Success
ifridge & Company

2. Product Success?
Why do 70 - 90% of new products fail in the market?*
Why do 90% of Corporate Virtual Worlds fail within 18 months?**
Why do Apple’s innovations be so successful without doing market research?***
Why do we develop such great products and ‘nobody’ knows about it?
* 25 year Research by U.S. Department of Commerce 1998, see “Principles of Marketing” by Philip Kotler,Gary Armstrong,Veronica Wong,John Saunders, 2006, see “Marketing” by William M. Pride,O. C. Ferrell,2008
** Gartner Research,2008, see http://www.gartner.com/it/page.jsp?id=670507
*** See various interviews with Steve Jobs and Jonathan Ive (Senior Vice President, Industrial Design at Apple) in 2008, e.g. http://money.cnn.com/galleries/2008/fortune/0803/gallery.jobsqna.fortune/3.html

3. Know your Buyer
“It’s not about
what we develop
or how we sell
something,
Development it’s all about Market
WHAT
and
HOW PEOPLE
BUY!”

4. Know your Economical Buyer
“Do you think,
it’s not the
company who
pays your bills?
Development It’s the guy with Market
the budget.
Better be
prepared to
answering the
why questions.”

5. Know your Technical Buyer
“Being the most
influential person
in the purchase,
not only prove to
Development meet the reqs Market
and specs but
also how your
product helps to
achieve business
goals.”

6. Know your User Buyer
“How can you
help an User to
achieve the goal,
if you don’t know
Development it. Model your Market
user to know
about their
goals, pains and
career plans.”

7. It’s the first step
Development MIND THE GAP! Market

8. What’s the big step?
Empower your
Development Market
Product Management

9. “Success is a journey, not a destination”
Empower your product management
Being buried in tactical activities, product management is always in the middle of several departments. Clear responsibilities and a
good management of tactical as well as strategic tasks are key to product success.
Effective go to market
A new release is an event and big events need intense preparation. From requirement to the launch, create tension for all
stakeholders and involve the right people at the right time.
Product messaging that resonate
Do good and spread the word. Most complaint is that nobody knows about our great features. Features are great, but benefits
will lead to sales. Develop your unique positioning, knowledge about your target buyers and communication tools.
Information flow!
Developers want to be part of the game, Sales needs very specific information and customer, prospects as well as partner are
very hungry for information. Leverage new ways of communication and collaboration.

10. Markus von Aschoff, Associate
ifridge & Company
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