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PG Certificate Program
in Product Management
Trimester- 1 Evaluation
Participant’s Name: Anisha Gupta

Date of Evaluation: 9th Nov 2021

Mentor’s Name: Prof. Sreekanth Moni

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Agenda In Collaboration With

No. Module Mapping Topic

1 1.1 Product Life Cycle & Exemplar products

1.0 Introduction to Product
2 Management 1.2 Product Roles, Success Drivers Basics of Consumer Research

3 2.1 Market Segmentation for Product Idea

4 2.0 Introduction to Market 2.2 Buy- Build- Partner – Pugh Matrix

Analysis
5 2.3 Business Model Canvas

6 3.1 Innovation- Driver, Types & Category

3.0 Product Ideation and
7 Validation 3.2 IP Considerations

8 3.3 SWOT Analysis (internal & External)

9 Presentation Presentation, clarity & articulation

2

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 In Collaboration With

Forward-thinking Manager with 9 years of experience in complex Program

management and Technical Lead. Collaborative leader with dedication to Education
partnering with coworkers, empowering work culture. Documented strengths
in building and maintaining relationships with diverse range of stakeholders.
Multi-tasking, well-known for creating positive workplace culture and high- ▪ B.Tech (CSE) from
performing teams. Demonstrated expertise in Finance Management, DevOps Kurukshetra University
Administration and Agile Adaptation. Good Hands-on experience in different ▪ PMP®, ACP®, SAFe® 5
Anisha Gupta technical languages. Agilist certified
Project Manager
Work Experience Skills Contact
Project Manager (2018- Till Date)
Managing the Finance/Budgeting, End to End resource • Project, Program Address:
onboarding, Invoicing, RAID logs, stakeholder registers, Management & Agile Delhi - NCR
executive summary reporting, customization of the Azure Practitioner
DevOps org and flows of the Program. • PMO Contact Numbers:
• DevOps 9000101706
Project Lead (2015-18)
• Client Relationship,
Worked on front end and back-end development of an Email Address:
application using React, Angular Js, JavaScript, JQuery, ASP.NET, People & Transition
[email protected]
SQL, PowerBi, Azure. Management
Software Engineer (2012-15)
This slide is 100% editable. Adapt it to your needs and capture
your audience's attention. 3

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BYOP Description
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MobiShare -An Application for people who need help and who
can help others to perform activities in the smart phones by
taking the control of the phone.
Idea is to add people in this app in owner’s phone to whom
you can give the access to your phone like any family member
or guardian and accessor can just ask for the access from his
phone app and the owner will get notify like getting a call to
accept the access request.

Main focus is to provide help Older people who lives alone or away from their
family

What’s New??

❑ Add people who whom you want to give access to your mobile
❑ A person can just click in the app to get an access and it will notify to the other person like getting a call to
accept the request. Just to avoid any usage of an application by elder people.
❑ Screen sharing based on the applications like if one wants to share just uber, Zomato etc but doesn’t want
anyone to access whatsapp, then that app can be blocked from the access
4

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1.0 Introduction to Product 1.1 Product Life Cycle & Exemplar Products (10
Points)
Management 1.2 Product Roles, Success Drivers & Basics of
Consumer Research (10 Points)

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1.1(1) Product Life Cycle

• Idea Generation - Daily Struggle of older people and their kids to help 45+ with smart phones usage.
• Validated the Idea by using surveys, brainstorming and discussions
Ideation • Discussed the idea with several people for market validation
• Smartest way to help others with using smart phones – Value Proposition
• Target pricing Strategy is to use Freemium type and advertisements later.

• Best solution to meet the needs of the customer which doesn’t exists in
the market right now
Innovation • Prototype creation and draft of Market Strategy
• Detailed consumer insight
• Selection of GTM Strategy

• Finalising the Product design

Implementation • Sales and service strategy –Will going to use 4Ps Strategy
• Finalizing Go to Market Strategy

• Product Marketing
Industrialize • Support Strategies – Finalise

• Obtain customer feedback

• Checking of Pricing Strategies
Improve • Look for other features or improvement of features
• Work on Customer service
• Redefine strategies to improve customer satisfaction 6

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1.1(2) Exemplar Product

Features MobiShare TeamViewer Join.Me

Screen Sharing ✓ ✓ ✓

Ease of Connectivity ✓ ~ ~
Easy to Use ✓ ~ ~
Customized Access ✓ X X

Access Right/ Privacy ✓ X Legends-

Good Feature/Available – ✓
File Sharing
X
~ ~ Moderate Feature --
~
Bad feature/Unavailable -- X
7

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1.2 Product Roles, Success Drivers & Basics

of Consumer Research
Kotler’s Five Level Product Model the Five levels (core, basic, expected, augmented, potential)

Potential Right now, the target is smart phones, but the idea is to have this facility
Product in all smart gadgets like Tv, watches
Augmented
Product customer service – removing access request from an owner’s account
on the call/sms
Expected
Product
Access on the phone w.r.t each application. More facility to choose
Generic which app an added person can access through MobiShare. Can add
Product multiple user with a subscription option

Mobile sharing with proper terms, conditions, and restrictions crafted to

meet the customer’s Core Benefit in a manner that help in easy screen
Core sharing/ taking access
benefit
Mitigating Smart phone usage issues by Elder people who are living
alone
8

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1.2 Product Roles, Success Drivers & Basics
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of Consumer Research
The Chasm

Innovators Early Early Majority Late Majority Laggards

Adopters
Target Techies Age – 25- Any Adult , Youth, Any Adult , Youth, Senior Any Adult , Youth, Senior
Segments living away 40 away Senior
from parents from
parents
Product Levels -

Buy-in Pressure Technology / Personal Problem Solving – Becomes Need Only Visible Option
basic Vision – Stay with herd
features as Get ahead
per Need of herd
Reference None Other Other users Market Market
Group Visionaries
Price Point Low Potential Market/Med 9

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2.0 Introduction to 2.1 Market Segmentation for Product Idea (10 Points)

2.2 Buy- Build- Partner – Pugh Matrix (10 Points)

Market Analysis
2.3 Business Model Canvas (15 Points)

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2.1 Segmentation
1. Do a market segment exercise for the BYOP product idea you have chosen and based on secondary data illustrate the
segment they are targeting?
• State the reason for selecting the specific segment.
• Your submission should be specific and based on market data.

Target Segment – Age group 45+ in Delhi-NCR

Reason - 75% of older population is living alone in India and 17% of whole India population belongs to age of 45+
Older people needs help with smart phones but both young generation and older generation mobile will be having this app to cover the need.
It will cover the needs to more then around 25% of Indian population
Do you struggle with explaining what to do and how Do your parents struggle to understand how
What is your Age ? to do it on their smartphones to older people? something works on the smartphone?

11

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2.2 Buy Build Partner (1 of 3)

Instruction: Populate the following sheet to gather data on your product or service to
decide your priorities
No. Criteria Facts about BYOP
1 Vision & Goal of your Company Build easy to use mobile screen sharing application which billions of Indians can
use
2 Product or Service Idea Mobile Screen sharing app
3 Value Proposition Easy to use and screen sharing request acceptance
4 Competition Team Viewer, Join.Me, Skype, anydesk
5 Factor 1: Expense Fixed (Salary + Tech Infra) + Variable ( Ops + Marketing)
6 Factor 2: Time to Market 3-6 Months
7 Factor 3: Control Majority control over the product and marketing

8 Factor 4: Scale of Business Build the product and provide the application for free to download first and
then charges as per the usage
9 Factor 5: Market Maturity Mobile applications compound annual growth rate (CAGR) of 11.5% from 2020
to 2027. Market is quite mature to adopt the new application as per the use.
10 Stage of Adoption Cycle Improvise as per the customer need
12
11 Strategy for Growth Market Penetration and Diversification
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2.2 Buy Build Partner (2 of 3)

Original Post - https://www.michaelwsilverman.com/tech-and-strategy/deciding-whether-to-buy-build-or-partner-for-
product-solutions
Buy Build Partner
When It • Future Industry Direction is Known • Tight Integration Requirements • +Reasons for Buy
Makes • Lack In House Expertise • Potential for Solution to Change During/After • Temporary Demand for Solution
Sense • Time to Market Matters Development • Simple Solution, Complex Implementation
• Customer Upsell/Cross Sell • Proprietary Data Required • Staff & Integration Commitment to
• High Certainty Regarding Solution Value • Possess In House Expertise Ecosystem Construction
• Cost Structure Synergies • Lack Skillset / Budget to Buy/Partner • Ability to Compete Against Larger Players
• Inability to Reinvest Cash Successfully for • Potential for Stakeholder / Board • Diligence Potential Acquisitions
Organic Growth Disagreement • Network Effects / Winner Take All Dynamics

Pitfalls to • Acquirer / Acquisition Founder Vision • Over / Under Estimation of Work Required • +Pitfalls for Buy
Avoid Differences • Poor Coordination with Other Stakeholders / • Partnership Exclusivity
• Cultural Differences Departments
• Different Office Locations • Over / Under Estimation of In-House Talent /
• Technology Stack Differences Expertise
• Short & Long-Term Budget / Resource Cuts
• Employee / Knowledge Retention

Skills / • Corporate Development • Fully functional and capable product • Accounting & Tax
Resources • Investment Banking / Private Equity / management and engineering teams. • Legal Counsel
Needed Mergers & Acquisitions • Partner Product Manager
• Accounting & Tax • Strategy for Partners 13
• Legal Counsel • Commitment to Ecosystem
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2.2 Buy Build Partner (3 of 3)

Decision Making using Pugh Matrix

SUMMARY TABLE
No. Criteria Importance Buy Build Partner Buy Build Partner
1 Control 3 2 5 2 6 15 6
2 Scale of Business 2 1 3 4 3 9 12

3 Quality 4 3 5 4 9 15 12

4 Cost to Maintain 4 2 4 4 6 12 12

5 Resource Skillset 4 4 3 3 12 9 9

6 Return of Investment 4 2 4 4 6 12 12

7 Value to Customer 5 2 4 4 6 12 12

48 84 75

14

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2.3. Business Problem –
• Elder people Solution –
Unique Value
Unfair Advantage
• App can be used
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Proposition for various other

• Customer
Model Canvas struggles with
smartphones
usage. •
Easy to set up
and access
Easy to accept
• No need to use
any apps by •
purpose
a unique
Segments
those how collection of
Instructions: • Difficulty in guiding the share sharing
already struggles • 1st Category - 45+
olde people on request, no need features used to
with Age group who
Fill out the lean canvas for your how to use to open an app deliver so much
need this app
smartphones appeal to
BYOP idea based on the applications or for the owner
• Customized • 20 – 45 Age
certain things in customers that
discussion in the class. access to all the group who will
the smart phones. they will use the
applications in provide the help
app
the phone to 1st Category
people
High Level
Existing Concept
Alternatives: • Instead of opening
• May mobile screen the app and share
share apps are the link to get the Early Adopters
there but they are other person
not solving the access the phone. • Techies living away
issue mentioned in Already people can from their parents
the problem directly send the
statement access request

Cost Structure
Revenue Streams
Fixed Cost: Variable Cost:
• Free to download, subscription plans to add more than 2
1. Salary 1. Marketing people
2. Operations 2. Tech support • Billing based on usage
3. Infrastructure 3. Advertisements • By putting Advertisement on the App page
15

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3.0 Product Ideation and 3.1 Innovation- Driver, Types & Category (05 points)

Validation 3.2 Intellectual Property (10 Points)

3.3 SWOT Analysis (internal & External) (20 Points)

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3.1 Innovation- Driver, Types & Category

Implement your learning on your BYOP

1. Please describe the method of ideation used (attribute-based/customer-based) and illustrate.

Used Customer-based as ideation, as the idea generated by the pain points of the customer and after doing
brainstorming with them. Technical competency is one the criteria of the customer which has been considering widely
while thinking about the idea.

2. Driver of Innovation: What triggered your BYOP idea?

Everyday problem was the main trigger point of this idea. Validation of an idea with many people and using survey most
of the people are struggling with the same issue and that time it triggered to innovate this product

3. Types of Innovation: Identify the type of innovation applied on your BYOP.

Incremental Innovation – Mobile screen sharing Apps already exists in the market but the features and changes in the
design this idea is introducing doesn’t exist in the market.

4. Identify your Category of Innovation

PRODUCT

17

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3.2 Intellectual Property

1. What are the various categories of Intellectual Property (IP) will you plan to protect at the initial
planning of your (BYOP) Product / Service? How will you protect these categories of IP?

Patent – to protect the design and process of this application

Trademark – to protect this app Logo

2. At different stages of development of your Product/Service how will you plan and manage IP relevant
to your Product/Service ? You may assume either a defensive or an offensive strategy and plan
accordingly.

Defensive Strategy is planned to manage IP due to budget constraint and the quality of work we aim to
deliver.

3. Assuming that your product has been launched in the market and acquired a significant market share,
what are the different ways available to you to extract maximum value out of your Intellectual Property?

Merger, Acquisition and Corporate Financing will be considered in future on the success of the product.
18

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3.3 SWOT Analysis [Internal & External] (1 of 5)

PESTEL Analysis (External):
Analyze the macro-environmental factors (external marketing environment) that might have an impact on your BYOP.

Political​ Economic​ Social​ Technology​ Environmental​ Legal​

Analyze BYOP The The industry is Age of Feature's This product is Industry
idea in government in a growth population introduction not involved standards
respective can take mode Distribution is that keeps it with any kind are not
contexts decisions favorable to ahead of of impact on difficult to
that could the competition Environment follow
affect the Product/Servi
product due ce
to privacy
issue
Is this Threat Opportunity Opportunity Opportunity Opportunity Opportunity
an Opportunity
or Threat

19

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3.3 SWOT Analysis [Internal & External] (2 of 5)

McKinsey 7S Analysis (Internal)
A management framework to evaluate a firm’s organisational effectiveness and to determine if any elements are out of alignment with the firm’s
overall vision

It is easy to find the required talent from Strength Strength There are clearly defined goals and
Strategy
the eco-system for development of this objectives related to the product that the
Product complete product team is aware of

Skills Structure
CFO accountable for marketing and
Leadership promote an agile culture in the reaching to customers and CTO
development of new product and looks for Strength accountable for regular update of adding
Shared Weakness features-> Product Manager ->
innovative ideas. Open office culture will Values
be delivered Development Team - > Quality Controllers

Style Systems

Competency gaps are being sufficiently The business development processes are
addressed within the organization - Weakness competitive
build/buy Staff
Strength

Soft Elements
Shared Values: Clear Mission and vision statement for the full Team
Hard
20
elements

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3.3 SWOT Analysis [Internal & External] (3 of 5)

4P Analysis - Based on your Market Segmentation Analysis, provide the strategy for the following:

Product​ •The Product satisfies the quality

expectations of the customer
•More vision than other products available
on the market
Price •Free to download
•Pricing based on addition of users
•Pricing based on the frequency of app
usage by the user
Place •Direct from App store or play store
•In-built in cell phones
Promotion •Advertising
•Social Media

21

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3.3 SWOT Analysis [Internal & External] (4 of 5)

Porters 5 Forces

Threat of New Entrants – High/medium/low

Threat of
New • It will be difficult for new entrants from unforeseen sectors to enter the
Entrants market

Bargaining Powers of Buyers – High/medium/low

• New opportunities can be created that will help increase sales for the
Product is High
Rivalry
Bargaining Among Bargaining
power of power of Threat of Substitute Products - High/medium/low
Existing buyers
suppliers
Competitors • There is unlikely to be substitute Product/Service in the foreseeable
future is High

Bargaining Power of Suppliers - High/medium/low

• There are enough suppliers in the market who can provide the
Threat of
substitute technical resources to develop this application - High
products
Rivalry Among Existing Competitors - High/medium/low
• The barriers to exit are low 22

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3.3 SWOT Analysis [Internal & External] (5 of 5)

Reason to believe (for success)
• Select the top Opportunities and Threats (identified in previous slides) and map to top strengths and weaknesses
• At this stage you should have reason to believe that the BYOP idea can be successful by capitalizing top strengths to make the best
of opportunities and overcoming threats.
Opportunities (External, Positive) Threats (External, Negative)

Strengths • Attract a large and wider audience • Technical challenges in implementing

(Internal, Positive) • Unique selection of features customized feature
• Functionality like this doesn't exist in the • Apps in the market doesn’t have the target
market features
• Available in all mobile platforms
• Easy to use for everyone

Weaknesses • Functionality like this doesn't exist in the • Data Privacy Challenges
(Internal, market • Budgeting issues
Negative) • Expansion of this technology it into other • Established competitors in the same genre
gadgets • First time application set up for older people
• High volume of competition in the same
market
• Projecting the value to the customer
23

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 Thank You

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