Consulting Services | Product Management
MarketGenesys means PROCESS. . As products evolve it organizations must face the challenge of changing management: how to keep continuity?
This is where MarketGenesys can help. We have experience in each of these areas:
- Issue Assessment and Diagnosis
- Facilitation
- Training
- Project Management
What is the MarketGenesys Process?
Below you see the five basic phases of commercialization for a new technical product. In almost every business, they are repeated constantly, with the focus on phase completion.
MarketGenesys facilitates the transitions between these phases and manages the perceptual mapping of engineering detail to current and changing customer realities. We have all experienced the attempts to digest volumes of details and to "boil them down" to the essence...to go to the bottom line, or reduce engineering documentation to a simple list of five one-liners, a silver bullet statement or a one-page feature benefit table. These are all worthy goals. But they don't go far enough. The MarketGenesys process can provide deliverables that are far more accurate and that relate more directly to specific audiences. Moreover, we will show that each of these specific audiences must view the result from a different perspective. There is a need for specific translators for each of these audiences. The translations are a result of the MarketGenesys process. The process outputs three fundamental bodies of information.
These three bodies of information are: levels of abstraction, the contextual translation and the relational model. The MarketGenesys process reveals these three bodies of information. The information is then related to the context of each buyer and decision-maker. Once revealed and understood this data can be pivotal in creating a well-targeted campaign that minimizes the repeated search to match words with needs at the customer decision-maker level. This is where MarketGenesys can help…the process.
True to the definition of the term genesis, MarketGenesys focuses on the initial conditions shaping the formation of a product, the perceptual portrayal of the product to potential buyers and the events and environment during the ongoing product life.
MarketGenesys has created a process to guide this product genesis, growth and sustenance. The phases in this process are:
- Concept (Productization )
- Positioning (Competition and Feature Mapping)
- Presales (Pilot Program)
- Product Launch (Project Plan and Management)
- Product Management (Ongoing)
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