About the Author
Kiran Bulusu is a Strategic Account Management professional in Electronics Design Automation (EDA)/Semiconductor Industry.
He has experience in Product Positioning,Revenue Generation, building customer relationships and converting them into strategic accounts. His strategies and technical competence helped win many aggressive pre-sales campaigns in EDA and Semiconductor industry.
His technical experience is primarily starting from logic synthesis to GDSII including DFT/Formal Verification/Hierarchical Floorplanning on various process all the way from 0.13u to 32nm . He has worked ASIC designs implementation on couple of high performance processors from ARM (Cortex A9/15)/MIPS (74K,1004K,1024K) /Sun (OpenSparc T2 ) and Graphics Cores (SGX) from Imagination Technologies , UK .
His other interests include Management Consulting,Marketing and Entrepreneurship. He is currently employed at Cadence Design Systems.
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Daily Archives: March 2, 2007
Product Planning Criteria
Q1. Why are you creating the new product?
a) Is it because you see a gap in the current industry offerings and trying to fill in.
b) Or if there is a similar product, you see that your product changes the quality of service or life of your customers. For SW companes, comparing and improving run times is not compelling enough to face competetion. Other tools might catch up. Similarly for HW companies, high clock freq (faster speed) etc cannot be the sole distinguishing feature . Unfortunately, this is not at all a viable business plan/strategy 
.
c) You are creating a hybrid product or creating a entirely new market space and market is ready for this.
It is very important to realize that your product definition needs to be accomadating in a sense, that customer requirements change over time or a competitor has released a product .
Q2. What is your market segment and who are your customers .
Targeting a wrong customer base is very costly . Did you talk to your customers already ? Do you have any beta customers? Choosing a right beta customer is very important and can affect your product sucess/quality.
Q3. Can you clearly justify why the customer has to pay for the “must have” features ? If not, you need to re-consider your product definetion and features.
Q4. Can you clearly distinguish between “should and must have” features? Many make mistakes here as they dont clearly distinguish between “should” and “must” and so the sales cant focus on the value offering.
Q5. Do you have the roadmap ? Having it helps when a customer would like to see what additional (nice to have) features will be coming in future. When you bootstrap, you already have a customer who pays for your development and so they might have already defined to some degree what will be present in the roadmap.
Q6. How are customers doing without your product? How are they surviving? How is your product going to address their issues?
In general, It is not advisable to proceed unless you have answers for all the above questions.
