The success of any product based company depends largely on its ability to translate customer needs and technology trends into innovative yet realistic product roadmap, balanced with a compelling go-to-market strategy. This is easier said than done though, as most companies are forced to juggle multiple priorities and make things happen in a fast-paced environment where a strong bias for immediate action takes precedence over a well thought out plan. Shifting marketing dynamics further trigger trade-offs on time-to-market versus feature richness, and hard data and metrics are not always available to back up assumptions on feature prioritization. Ad hoc product development often fails to consider market size and revenue potential for new products, and as a result, does not meet sales targets. Without reliable market data, companies are not able to adopt value-based pricing, and cost-based pricing are often not calculated accurately based on total product development effort.

Diginuvo’s product line management service enables its clients to launch innovative products with compelling features at a competitive price that meets the demands of the market. Our product managers have wealth of experience and industry insight in their respective areas of expertise. They partner with our clients to cultivate out-of-box thinking, analyze primary and secondary market data for SWOT analysis, interact with customers and prospects to better understand their needs, and use proven methods and processes to translate these collective intelligence into a cohesive product and go-to-market strategy.

Our Product Line Management Offering

Diginuvo offers product line management service for all stages of the product lifecycle from concept and specifications (MRD/PRD), through development, launch, pricing, intellectual property management, RFP/RFI response, financial projections and phase-out planning. Our core focus areas and capabilities include the following:

• Product roadmap
  • Market Requirement Document (MRD) with primary and secondary research data
  • Business Case with market sizing analysis (TAM, SAM, SOM)
  • Product Requirement Document (PRD)
  • Feature Matrix
• Go-to-market strategy
  
  • Pricing and margin analysis
  • Channels and partnership (OEM, ODM, VAR, SI)
  • Product placement strategy (positioning, value proposition)
  • Product promotion strategy
• Product launch
  
  • Press release
  • Analyst briefing
  • Tradeshow presentation
  • Whitepapers
• Post-launch support
  
  • Feature extension
  • Case study
  • Sales collaterals
  • Sales training
  • Channel training
  • Customer feedback collection and analysis
  • RFI and RFP response
  • Intellectual property management
  • Phase-out planning
• Marketing campaign
  • ATL campaign
  • BTL campaign
  • SEO/SEM/SERP and optimized PPC advertising on search engines
  • Viral marketing on social media
  • Blogging
  • Webinar