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Product Management

Building a "whole product" calls for a holistic understanding of key market segments and their needs and differing product adoption by these segments. How often has technology marketers launched products to find that they fail to gain traction beyond a small number of enthusiastic innovators?

Kennedy Soft helps technology companies plan for wider product acceptance, by building in segment-specific scenarios at the development stage itself, and preparing for modifications, variants or activities (training, support) that would take a product across the potential market.

A robust product strategy for medium to long-term growth also needs strategic bandwidth and management resources that most founders are short on. Kennedy Soft is a strong partner for such companies. By defining market problems in user terms and deconstructing the market's unique DNA, we help you conceptualize products that truly matter to the customer.

As part of the Kennedy Soft product management process, we draw up a market plan that acts as a blueprint for all future marketing efforts. The culmination of the product planning process, the market plan is not a theoretical document, but essential to ensure that all teams involved share an accurate understanding of the company's current position and future plans.

It is the beginning of a focused product marketing process based on:

  • Target market, segment and value chain characterization
  • Description of the company/group's business model
  • Communicating the Business Value & Product Positioning
  • Evaluation of pricing and competitive strategies and
  • Building of a company/group specific competitive strategy

Product Management Process
Given the pace at which market dynamics work, several brilliant ideas, product objectives and critical tasks can slide between the gaps with managers focused on transactional data. Companies need a seamless and transparent process that assesses the gaps in the product management pipeline. We begin with a Product Performance Assessment exercise to evaluate the current structure, roles, core processes, practices and beliefs, before embarking on the actual implementation.

Kennedy Soft helps companies structure their product strategy, planning, development and marketing process, using the Product Manager's Toolkit (PMTK). PMTK is a collection of workflow tools and templates that can be used by Product companies interested in moving from ad hoc, individual-dependant chaos to efficient, result-oriented product management. Templates by themselves are only a starting point, but Kennedy Soft brings in expertise in adapting these to real-market scenarios. We structure repeatable processes that your teams can use, to improve decision-making, information reuse and knowledge retention. It also reduces people dependency and the risk of products not meeting the original purpose.

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