A strong positioning statement is an important ingredient for success. In this post we share some tips for developing a well thought out positioning statement. What is a Positioning Statement? …
What is a Market Requirements Document (MRD)?
Of all the documents you create while developing a new product or product extension the Market Requirements Document (MRD) is most important of all. First, the MRD defines the overall …
Creating a Competitive Analysis Matrix
How to Use a Competitive Analysis Matrix Recently we’ve discussed the SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis. Today, we’re going to consider a tool that drills down to the product …
The Value of the GE-McKinsey Matrix
Last week we began our exploration of tools to help manage your product portfolio with a discussion of the BCG Growth-Share Matrix. Today, we’re going to look at the GE-McKinsey …
Narrative Competitive Analysis
In my recent post, I discussed the in-depth market analysis you’ll share with company leadership. Naturally, this report’s information is too sensitive to be shared with everyone. In this post …
Building a Launch Plan Framework
When your Product Brief is complete, it’s time to move your focus to developing a Product Launch Plan Framework. This important document will become your roadmap for completing all the …