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Moved to Separate Deck

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To make it easy to segue if/when the conversation takes us here

Product Planning & ProcessesFriday & Saturday 22-23 March, 2013Addendum Deck: Product Competitiveness

Dublin Institute of TechnologyPost-Graduate Diploma in

Product Management

3

Personas in Context

4

Assay of User Goal Space

5

Persona With Goals

6

Relative Problem Importance

By persona & context

7

Capability: Read Anywhere1. Below The Bar - User must be seated, and have

power and internet connectivity (at the time of reading) in order to use the device.

2. na3. Usable but Very Annoying – User can read while

standing without being connected to power or the internet.

4. Not Quite Happy, but Whatever - User must be indoors, with reasonable lighting and temperature.

5. Meh - User can read while riding on the bus or in a car.

6. OK, but Nothing Special- User can read in outdoor lighting.

7. Good - User can read pretty much anywhere except really noisy, jarring, and / or low-light environments.

8. na9. Wow! - User can read anywhere that the user

would want to read.

8

Capability: Read Anywhere1. Below The Bar - User must be seated, and have

power and internet connectivity (at the time of reading) in order to use the device.

2. na3. Usable but Very Annoying – User can read while

standing without being connected to power or the internet.

4. Not Quite Happy, but Whatever - User must be indoors, with reasonable lighting and temperature.

5. Meh - User can read while riding on the bus or in a car.

6. OK, but Nothing Special- User can read in outdoor lighting.

7. Good - User can read pretty much anywhere except really noisy, jarring, and / or low-light environments.

8. na9. Wow! - User can read anywhere that the user

would want to read.

9

Kano Analysis of Read Anywhere

10

Relative Capability Effectuveness

By competitive product for read anywhere capability

11

Relative Capability Effectiveness

By problem & competitive product

12

Business Strategy Drivers

For assessing importance of each persona

13

Potential Importance of Each Persona

14

Importance of Each Persona

Given a particular business strategy

15

Strength of Each Competitor

Tells you how “good” each capability needs to be to beat each competitor – given a particular strategy

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