Initial Brief
The company, as a result of working to understand the customer’s problems in managing and backing up shared storage had develop several products which enabled customers to manage more effectively their shared storage. A product called Project Parking had created a great deal of market interest and sales were growing through direct activity, some seven partners were selling the product but this was not producing the anticipated returns. The product had been in the market for some eighteen months with some seventy users and it was felt appropriate to validate the market opportunity, to have a third party discuss with customers and review sales processes.
The focus was therefore on Project Parking and the scope included the items listed and discussing with developers.
The focus was therefore on Project Parking and the scope included the items listed and discussing with developers.
- Review the installed base and find out their reaction to the product 10 of the clients
- Review recent prospects who have not closed and provide feedback 10 prospects
- Audit the status of the NAB release and listed functionality and process to review particularly with regard to Interplay
- Audit channel partners and the opportunity
Summary
Dair Design and Consulting was asked to look at the current situation with Project Parking focusing on customer install base, sales process, roadmap analysis and channel partner review. Dair Design and Consulting provided a comprehensive report including, product highlights & challenges, market opportunity analysis, sales cycle review, value proposition review, pricing & business model analysis, conclusions and recommendations going forward. The report highlighted key areas to focus on, especially in the area of increasing frequency of use, quantifying more effectively the financial benefits and utilisation of the product.
In addition to the product audit report a more detailed look at the channel partners was completed and again a comprehensive report was created detailing the current situation of the channel partners. The report resulted in a focus on a limited number of partners that had a large installed base in the identified customers
Subsequently, Dair Design and Consulting produced a series of software requirement specifications for Storage Analysis Summary, Interplay Orphan Checking and Cost Analysis that were developed in versions 3.7 and 3.8. This also included validating ideas and hypothesises to ensure that the final specification aligned to customer expectations.
He also created new collateral for channel partners including the creation of new demonstration videos, joint brochures and "The Cost of Managing and Optimising Shared Storage" white paper.
In addition to the product audit report a more detailed look at the channel partners was completed and again a comprehensive report was created detailing the current situation of the channel partners. The report resulted in a focus on a limited number of partners that had a large installed base in the identified customers
Subsequently, Dair Design and Consulting produced a series of software requirement specifications for Storage Analysis Summary, Interplay Orphan Checking and Cost Analysis that were developed in versions 3.7 and 3.8. This also included validating ideas and hypothesises to ensure that the final specification aligned to customer expectations.
He also created new collateral for channel partners including the creation of new demonstration videos, joint brochures and "The Cost of Managing and Optimising Shared Storage" white paper.
Recommendation
I highly recommend Ben’s work as diligent and of great value to any business requiring additional product management or product marketing expertise. During his time at Marquis he clearly demonstrated the breath of his knowledge and skills with quality of his creative output and added tangible value to the business. He also demonstrated an ability to analyse issues and come out with creative ideas to improve performance in every element of the sales and marketing process. He introduced a number of tools and processes that have significantly improved the product management processes and help the company to react to market changes and customer requirements.
Peter Davies, Chairman, Marquis Broadcast
Peter Davies, Chairman, Marquis Broadcast
Achievements
- Completed product audit of Project Parking highlighting challenges, opportunities and recommendations.
- Completed market opportunity analysis of Project Parking to define strategic plan
- Provided market product validation of various features for versions 3.7 and 3.8
- Designed a variety of features using UI development tools, Balsamiq and MS Visio
- Created several Software Requirement Specifications for Storage Analysis Summary, Interplay Orphan Checking and Cost Analysis that were developed in versions 3.7 and 3.8
- Developed partner community and introduced partner programme for continued engagement
- Introduced and implemented product management methodology and process including the use of ProdPad
- Developed and created new product demonstration videos, Project Parking videos
- Created "The Cost of Managing and Optimising Shared Storage" white papers, full version