Product Management - Delayering Need
Dhruv Gupta
Business Strategy | Communication Strategy | Business Turnaround |SBU Management | End to End Product Development I Co-create Consulting | Air Coolers | Water Heaters | Small Appliances || Author # Peace @ Enough
User’s need has many layers and it’s of utmost importance for a product manager to delayer these for a clear understanding to develop product or services.
Layer 1 : Basic functionality & Safety
Layer 2 : Convenience & Comfort
Layer 3 : Add on functionality
Layer 4 : Owner’s pride
Aesthetics has become a given attribute. Product has to look good.
· A product shall be successful if it meets Layer 1.
· A product shall be ‘volume driver’ if it meets Layer 1 & 2.
· A product shall be ‘Value driver’ if it meets Layer 1, 2 & 3.
· A product shall be ‘brand driver’ if it meets Layer 4 as well.
Customers segments Or Seekers can be defined in as many ways as a product manager wants, to be very close to precision in product launch. Thus, in relation to their need irrespective of their social & financial status let's define Seekers as –
· Just about meeting basic work requirements
· VFM- Value of money
· Added Value
· & Pride Seekers
We can now combine the need layers and seeker segments to evolve product. I don’t wish to make this piece bookish thus stopping here. Pl share your thoughts for benefit of every one.
Let’s grow together!