Value Proposition based Product Management

The BlueCat approach to market analysis is based on understanding the underlying dynamics of the market, not just a current static snapshot.

Rather than focusing on “micro-competitive” positioning and detailed feature lists, the emerging market product manager must strive to keep product lines consistent with the company’s core value proposition and market position. This requires starting with a deep understanding of the target customers’ experience, including the central customer problem, their pain points, and where the products have and can make a difference.

Using customer interviews and techniques such as MetaSpace™ Analysis, we develop a map of the market context and understand the client's current and potential market positions in terms of that map. That serves as the basis for ensuring we have a common understanding with our client.

Based on the market context and company goals, we identify market drivers, conflicts, and opportunities, and recommend a market positioning. As needed, we can also make a preliminary business case.

Defining the target market starts with articulating and getting consensus on a market position that is well understood by all stakeholders, including Marketing and Engineering. Based on the agreed upon positioning, we develop key marketing assets, including:

Clear statements of the market position with supporting business arguments identifying the "secret sauce", the core product and market differentiation.

Comprehensive scenarios and use cases that illustrate the market position.

Core market messaging themes.

Recommended changes to client Web site and other marketing collateral.

Positioning messages specific to key strategic partners.

Product roadmaps and MRDs for initial products, as needed.

In contrast with traditional product management anchored in data sheets, emerging markets demand product management driving company and marketing strategies throughout all marketing materials.

As needed, we take a proactive role in inbound messaging, helping communicate key customer perspectives throughout the organization, empowering teams and helping them collaborate based on the shared focus of answering the customer's need.