Operations

Product Launch

Product Launch Jonathan Poland

Product launch refers to the introduction of a new or updated product to a specific market. This is an important part of the product development process, as it is the point at which the product is presented to and evaluated by customers. Planning for product launch usually starts during the early stages of product development and continues throughout the process. It is a significant moment for a company, as the success of a product launch can have a significant impact on the product’s success in the market. The following are common elements of a product launch.

Sales Planning
Determining sales objectives, goals, strategy and a plan. This includes things such as a sales forecast, sales budget and sales incentive plan.

Operations Planning
Operations planning such in areas such as information technology, manufacturing, quality control and supply chain. The operations plan relies on sales forecasts.

Promotion
A plan for communicating the product to generate demand using techniques such as advertising, events and engaging influencers such as lead users.

Leads
Generating and qualifying leads.

Distribution
The process of planning and deploying sales channels. For example, an international product launch may leverage dozens of distribution partners in retail channels.

Inventory Management
Planning inventory for each distribution channel.

Product Knowledge
Product training for sales teams and other customer-facing employees.

Customer Service
Deploying customer service functions for the product.

Customer Experience
Launching elements of customer experience such as point of purchase displays and store windows.

Pricing
Developing pricing objectives, strategies and structures. New products are often launching with a price designed for skimming or market penetration.

Risk Management
Identifying and managing product risks.

Controls & Monitoring
Developing controls and monitoring to manage the launch.

Customer Dissatisfaction

Customer Dissatisfaction Jonathan Poland

Customer dissatisfaction refers to a customer’s negative evaluation of a product or service. It can be measured by asking customers to rate their satisfaction on a scale, such as a 1-10 rating system. A customer who is dissatisfied with a product or service may be less likely to make a repeat purchase or recommend the company to others. Therefore, it is important for businesses to regularly assess customer satisfaction and address any issues that may lead to dissatisfaction. The following are common types of customer dissatisfaction.

Failures

Failure to deliver what was promised. For example, a product that doesn’t match its product description.

Expectations

Failure to meet customer expectations. For example, a customer who expects that drinks are free on an international flight who finds they aren’t free on a particular airline. This is one reason that firms tend to align to industry norms as customers satisfaction is based on what is expected as opposed to what is promised.

Customer Service

Failure to treat customers with common courtesy, listen and diligently work to serve their needs. For example, a passive aggressive customer service representative who intentionally tries to anger customers without breaking any protocol.

Quality

Perceived quality shortfalls. For example, a children’s toy that smells of chemicals may be perceived as low quality.

Usability

Usability issues that make products and services unpleasant to use. For example, a navigation system with a touch screen that seldom works on the first tap.

Performance

The performance of products, services and processes such as an unusually long wait for a beverage order at a restaurant.

Pricing

Pricing fairness such as a telecom company with a monopoly that is often hiking rates as it knows that customers have high switching barriers.

Customer Needs

Products that fail to meet customer needs. For example, a media player that doesn’t work with a variety of popular formats.

Terms

Legal terms that a customer views as unfair. For example, a customer who feels unsettled by the privacy policy of a bank that gives out customer data to unspecified third parties.

Trust

A customer who doesn’t trust a firm due to its reputation.

Values

Customers who are unhappy with a firm because it doesn’t reflect their values. For example, an firm with a reputation for causing environmental problems.

Customer Convenience

Customer Convenience Jonathan Poland

Customer convenience refers to any aspect of the customer experience that makes it easier and more efficient for them. This can include the design of products, services, environments, and processes to save customers time and effort. Many businesses focus on providing convenience to attract and retain customers, as it is a highly valued attribute. Customers are often willing to pay a premium for convenience, as it saves them time and effort. As a result, business models that prioritize customer convenience are common. The following are common types of customer convenience.

Location
Products and services that are close to the customer when needed. For example, a magazine shop at an airport.

Portability
Items that are easy to carry around such as a mobile phone.

Time-saving
Customer experiences that save time as compared to traditional alternatives. For example, a precooked meal that simply needs to be heated in a microwave.

Usability
Things that are easy to use such as a site with one-click ordering.

Packaging
Packaging that is easy to open, reseal and reuse. Things in single portion packages may save the customer effort.

Delivery
Delivering items to the customer’s location.

Scheduling
Doing things at a time that is convenient for the customer. Such as a home repair contractor that schedules precise appointments.

Automation
A machine or information technology that does work for the customer. For example, a dishwasher that saves part of the effort of washing dishes.

Defaults
Setting reasonable defaults for configuration options. For example, an air conditioner that automatically defaults to auto mode at a popular temperature.

Customization
An easy way to customize things such as an air conditioner with clear and powerful menus that give users control over the unit.

Services
Doing work for the customer such as walking their dog.

Management
Managing processes for the customer such as a vacation package where everything is orchestrated including transportation, accommodation, meals, activities and entertainment.

Self-service & Personal Attention
Some customers will find self-service tools to be convenient and others will find personalized attention from your staff to be more convenient. Generally speaking, asking the customer to jump through technical steps such as installing an app isn’t at all convenient.

Personalization
Remembering the customer’s preferences. For example, you ask a hotel for firm pillows once and they automatically have firm pillows ready in your room with every stay afterwards.

Public Relations

Public Relations Jonathan Poland

Public relations (PR) refers to the practice of managing the spread of information between an organization and its stakeholders. The goal of PR is to create and maintain a positive image for the organization, and to build and maintain relationships with stakeholders such as customers, employees, and the general public.

PR professionals use various tactics to communicate with stakeholders, including media relations, social media, content marketing, and events. They work to shape public perception of the organization and its products or services, and to address any potential issues or crises that may arise.

PR is an important aspect of any organization’s marketing and communications strategy, as it helps to build trust and credibility with stakeholders. It is also a crucial tool for managing reputation, as it allows organizations to proactively address any negative perceptions or misunderstandings that may arise.

There are several key elements to successful PR, including having a clear and consistent message, being transparent and honest, and building relationships with key stakeholders. PR professionals must also be able to anticipate and respond to potential crises, and to adapt to changes in the media landscape and the needs of their stakeholders.

In conclusion, public relations is a vital part of any organization’s communication strategy, as it helps to build and maintain positive relationships with stakeholders and manage reputation. Effective PR requires a clear and consistent message, transparency, honesty, and the ability to adapt and respond to changing circumstances.

Market Intelligence

Market Intelligence Jonathan Poland

Market intelligence refers to the process of gathering, analyzing, and disseminating information about a market, competitors, and industry trends in order to make informed business decisions. Market intelligence can come from a variety of sources, including primary research (such as surveys or focus groups), secondary research (such as published reports or industry data), and experiential data (such as customer feedback or sales data).

One key aspect of market intelligence is understanding the market landscape, including the size and growth of the market, key players and competitors, and trends and opportunities. This can involve analyzing data on consumer demographics, purchasing behaviors, and market trends, as well as studying the strategies and performance of competitors.

Another important aspect of market intelligence is tracking and monitoring industry trends and developments. This can include monitoring changes in regulations, technology, and market conditions, as well as staying up-to-date on the latest trends and innovations in the industry.

Market intelligence can be used to inform a wide range of business decisions, from product development and marketing strategies to pricing and sales tactics. It can also help organizations identify potential threats and opportunities, and develop strategies to respond to them.

There are many tools and techniques available for gathering and analyzing market intelligence, including market research surveys, focus groups, customer feedback programs, and data analytics tools. It is important for organizations to have a structured process in place for gathering and analyzing market intelligence, and to regularly review and update their market intelligence to ensure that it is relevant and accurate.

Overall, market intelligence is an essential part of business strategy and decision-making, as it helps organizations stay informed about their market, competitors, and industry trends, and make informed decisions that drive growth and success.

Cost Effectiveness

Cost Effectiveness Jonathan Poland

Cost effectiveness is the measure of the relationship between the costs and outcomes of a program, project, or intervention. It is a key consideration in decision-making, as it helps organizations determine whether the resources invested in a particular activity are justified by the benefits or outcomes that are achieved.

There are several ways to measure cost effectiveness, including:

  1. Cost-benefit analysis: This is a method of evaluating the costs and benefits of a program or project by comparing the total costs to the total benefits. It is often used to compare alternative courses of action and to determine the most cost-effective option.
  2. Cost-utility analysis: This is a method of evaluating the costs and benefits of a program or project by comparing the costs per unit of benefit. It is often used to compare alternatives that produce different types of outcomes, such as health interventions that produce different levels of quality of life.
  3. Cost-effectiveness analysis: This is a method of evaluating the costs and benefits of a program or project by comparing the costs per unit of outcome. It is often used to compare alternatives that produce similar outcomes, such as different treatments for the same medical condition.

By considering cost effectiveness, organizations can make informed decisions about how to allocate resources and ensure that they are achieving the greatest possible value for money. The following are some illustrative examples.

Calculation

The benefit here is usually non-financial as techniques such as cost-benefit analysis or return on investment are used for a purely financial analysis. Cost effectiveness is calculated as the ratio of cost to benefit.

ex. cost effectiveness = cost / benefit

Health

A program to fight infectious disease in a developing country costs $3 million per year and is estimated to save 4400 lives.

ex. cost per life saved = (3,000,000/4400) = $681.82

Air Quality

It might be possible to translate this into health benefits such as increased life expectancy for millions of people with enough data. A program to improve air quality in a city improves average atmospheric particulate matter from 110 PM2.5 to 100 PM2.5. The program costs $40 million dollars.

ex. cost per PM2.5 improvement = 40,000,000 / (110 – 100) = $4 million per PM2.5 improvement

Transport

Transportation strategies can be compared with cost effectiveness metrics such as cost per mile. This may include costs such as energy, the value of people’s time, environmental impact and the cost of capital such as trains and roads. For example, a bicycle that costs $200 and can be used for 1500 miles.

ex. cost per mile = ($200 / 1500) = $0.13 / mile

If you include the cost of people’s time at $40 an hour and the assumption a bicycle can travel 13 miles an hour in traffic.

ex. cost per mile = $0.13 + ($40/13) = $3.93 / mile

Bicycles generally don’t cause much environmental damage so this cost is close to zero. Cost per mile can be used to compare bicycles to other forms of transport including all costs related to capital, land, infrastructure, operations, energy, environmental impact, people’s time and quality of life.

Cost Variance

Cost Variance Jonathan Poland

Cost variance (CV) is a project management metric that measures the difference between the budgeted cost of a project and the actual cost. It is calculated by subtracting the budgeted cost from the actual cost, and is expressed as a percentage of the budgeted cost.

For example, if the budgeted cost of a project is $100,000 and the actual cost is $110,000, the cost variance would be calculated as follows:

CV = Actual Cost – Budgeted Cost = $110,000 – $100,000 = $10,000

CV = $10,000 / $100,000 = 10%

A positive cost variance indicates that the project is over budget, while a negative cost variance indicates that the project is under budget.

Cost variance is an important metric for project managers and stakeholders to track, as it provides insight into the efficiency of project cost management and the likelihood of the project being completed within budget. By monitoring cost variance, project managers can identify and address any cost overruns or inefficiencies early in the project, which can help to minimize the impact of these issues and improve the chances of project success.

Project Metrics

Project Metrics Jonathan Poland

Project metrics are methods for measuring the progress and performance of a project. They are typically tracked continuously in order to provide management with information that can be used to steer and manage the project. Many project metrics reveal whether a project is on schedule and budget, while others measure secondary factors such as risk. By using project metrics, organizations can monitor the status and performance of their projects and make informed decisions about how to allocate resources and address any issues that may arise. The following are common project metrics.

Actual Cost
The total expenditures of a project or activity to date.

Defect Density
The number of defects expressed as a ratio to complexity. For example, defects per thousand lines of code is a common measure of defect density. Used as an indicator of deliverable quality.

Defect Resolution Rate
The percentage of defects that are currently resolved, often reported by defect severity. Used as an indicator of release quality.

Cost Performance Index
The ratio of earned value to actual cost. Measures the percentage of expenditures that have achieved a deliverable.

Cost Variance
The amount that a project is over or under budget at a point in time. Calculated as earned value – actual cost.

Design Stability
The number of change requests that have required design or architecture changes.

Earned Value
Earned value is the budget authorized for work completed. It is used to measure how much you have delivered to date as a financial figure.

Estimate To Complete
Estimate to complete is the cost required to complete the remaining work for a project or activity at a point in time.

Estimated Time To Complete
The estimated time required to complete the remaining work for a project or activity.

Milestone Achievement
The percentage of project milestones that are met successfully.

Payback Period
The amount of time for an investment in a project to break even, often expressed in months.

Percent Complete
An estimate of the currently completed portion of work for activities and the project as a whole.

Project Velocity
The amount of work that a team completes in a sprint often measured in story points. A common agile metric.

Requirements Volatility
The sum of all changes to requirements including new, changed and dropped requirements. Often expressed as a percentage of the original number of requirements. For example, if there are 20 changes and there were 100 original requirements, requirements volatility is (20/100)*100 = 20%.

Resource Utilization
The percentage of available hours for assigned resources that are currently being charged to project activities. A figure over 100% indicates overtime.

Return On Investment
The projected return for a project investment.

Risk Exposure
The total risk the project currently faces after risk treatment. Project risk is typically modeled with risk matrices. It is calculated as the sum of all probabilities × impacts for identified risks.

Risk Management Effectiveness
The percentage of project issues that were identified as risks and managed in advance of the event.

Schedule Performance Index
The ratio of earned value to planned value.

Schedule Variance
The difference between committed dates and actual dates in days.

Scope Changes
The number of change requests that have resulted in a change to scope. An indicator of project stability.

Story Points
The number of story points yet to be completed. Commonly used to measure epics and sprints for agile projects. Typically depicted on a burn down chart that plots outstanding story points versus time.

Variance At Completion
The budget surplus or deficit at completion of a project.

Budget Variance

Budget Variance Jonathan Poland

Budget variance is the difference between the budgeted amount and the actual amount spent on a department, team, project, or activity. It is often expressed as a percentage of the budget. For instance, if a project has a budget of $100,000 and the actual spend is $120,000, the budget variance is 20% and is classified as an overspend. On the other hand, if the actual spend is only $50,000, the budget variance is 50% and is classified as an underspend. Although an underspend may seem favorable, it may also indicate poor financial planning and control, as unnecessary funds were committed to the project. Therefore, budget variance is often used to evaluate the effectiveness of financial planning and control, regardless of whether it is a positive or negative variance.

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