In this episode of the Start with the Customer Podcast, I am honored to be joined by Scott Sehlhorst, of Tyner Blain consulting.
Today’s topic is on comparing products. Scott has been working on a blog series on how product managers can use comparisons to make better products. Scott has finished the eight part series and due to its length, over 16,000 words, we decided to cover over two calls. Continuing this conversation where we left off, we discussed identifying and prioritizing target customers, building your competitive set, and scoring your evaluation.
I hope you enjoy the call and would love to hear your feedback!
You can listen here:
or download from iTunes and from TalkShoe.
Runtime 30 minutes
- Finding your target customers
- Why limit your target scope?
- Defending your share from competitors (the incumbent’s view)
- Building an accurate competitor list
- Using sales as a sounding board
- Scoring your competitive matrix
- Avoiding internal biases
- Using qualitative feedback in the process
- Scott’s Comparing Products Series:
- Part 1 – Introduction & Overview (so that the step-numbers align with the article numbers)
- Part 2 – Identify your customers.
- Part 3 – Articulate the problems your customers care about solving.
- Part 4 – Determine how important solving each problem is, relative to the other problems, for your customers.
- Part 5 – Characterize how important it is for you to solve the problems of each group of customers.
- Part 6 – Characterize how important it is for you to solve the problems of each group of customers.
- Part 7 Assess how effectively each competitive product solves each important problem.
- Part 8 – Assess how effectively each competitive product solves each important problem, for each important group of customers.