The Portfolio Innovation Programme in 5 steps:
Setting goals
Together with your team we will determine the project objectives.
Together we determine the objectives of the project, using the Intake Tuner.
Possible objectives that could be addressed in a Portfolio Innovation Programme are:
- Improving your brand’s position on the market
- Making your product portfolio more rational
- Integrating product portfolios after a merger or acquisition
- Promoting cross-selling opportunities
- Optimising your category management
- Developing new B2B sales methods
Time frame: 3 days
Time required per teammember: 1 - 1.5 hour for each person
Identifying customer needs
Together we create insight in the behaviour and criteria of your customers when choosing a product.
A customer driven portfolio is geared to create a direct connection with the customer’s needs and requirement. Key questions are:
- WHAT does the customer want to achieve?
- HOW does the customer want to achieve it?
Time frame: 2 weeks
Time required per teammember: 2-3 for training and customer visits
Applying a new structure
Based on the customer needs we will create a portfolio framework together for the positioning of your products.
The basis of a product portfolio is a Portfolio Framework. Your product range is positioned in this Framework, often a matrix. The majority of companies are currently working with a framework with an internal focus, often based on traditional dimensions such as product features, technologies, target groups or price categories.
During the two-day workshop the team is involved in designing a customer driven Portfolio Framework, with an external focus.
Time frame: 2 weeks
Time required per teammember: 2 days
Positioning products and services
Mutually we will determine the new position in the market and formulate product guidelines accordingly.
After designing the framework it is important to check the framework in several situations.
We use the Portfolio Perspective tool to challenge the portfolio framework, using different viewpoints. We look at the framework from the point of view of competitors, retail or distribution channels, turnover and market share of the current product range.
To achieve a clear positioning, we create product families using the Portfolio ReAligner Tool.
A product family shows how different products and their characteristics are related, but also shows the distinctive position in the range.
Time frame: 2 weeks
Time required per teammember: 2 days
Drawing up an action plan
We will draw up an action plan together to strengthen your position in the market.
The team makes an action plan to re-structure and renew the existing product portfolio.
Examples of action plans are:
- Re-positioning current products
- Start new product developments projects
- Remove products from the product portfolio or stop internal projects
- Changing corporate identity, website and communication materials
- Training the sales team in using the B2B sales tool
Time frame: 1 week
Time required per teammember: 1 day
Practical information:
- Time frame: 6 weeks
- Time required per team member: 5 – 8 days, depending on the scope of the project.
- Team members: a multidisciplinary team of 8 - 10 persons will deliver the best results.
- Location: SunIdee workshop venue in Amsterdam or another inspiring location.