Assessing New Markets Pragmatic Live Version4

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Experts in technology product management and product marketing

Specialize in training and coaching

Trained hundreds of thousands of people at

thousands of companies since 1993


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John Milburn

Pragmatic Marketing instructor with 20+ years of experience in managing a

hardware and software products A CSPO, his perspective and experiences from companies such as Lane 15

IBM, Texas Instruments, Exxon, and Vtel add insight and real-world examplteaching

Mike Smart

Founder and managing principal at Egress Solutions, Inc., helping companiAdobe, Deluxe, K1 Capital, NetApp, Vista Equity Partners and others implePragmatic Marketing Framework

25 years of high-technology industry experience in a variety of roles includinwith Pragmatic Marketing


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Segment(n): one of the parts into which something naturallyseparates or is divided; a division, portion or sect

Segment(v): to separate or divide into segments.


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!Protecting our installed base

!Prioritizing and phasing

!Cost andrisk of growth

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Getting the real numbers

!Clarifying, with granularity


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A Client Success Story


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!Create uncontested market space

! Make competition irrelevant

! Create and capture new demand

! Break the value cost trade-off


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The Challenge

! Roxar lacked an understanding of actual buyer and user behavior

! Roxars strength was in large-scale business-continuity solutions

! Cloud app backup market was early and very fragmented

! Roxar needed a quick path to the market

! Goal was to identify an emerging segment with high potential

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! What job is the buyer or user trying to get done?

! What problems do we solve?

! How do buyers/users view this problem?

! What alternatives are available to them?

!How are they likely to find or a solution?

! What are the specific use cases that apply?

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Product managers knowledge of buyers and uunique problems give them a decisive role in sevalidating the market opportunities.

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The more granular we are in segmentation, the gopportunity to seize significant market share.

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John Milburn | [email protected]

Mike Smart | [email protected]

Rebecca Kalogeris | [email protected] | @prag


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