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a Primer for Productization - Satre 2002-2008

a Primer for Productization - Satre 2002-2008

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Published by Rod Satre
this how to introduces the ways and methods of taking an idea to market from soup to nuts. Its useful to remind the seasoned executives and very important for the new business launches to help you cover the various aspects of product development, pricing, competitive analysis and channel marketing. Plus some novel thoughts on what you do as measurable against other competitors for similar offerings as well as utility of product.
New econoic stimulus offer, free! give it away to others with $1 gratuity to me [see introduction] per person you route the copy or link to. Thanks and good luck with your business. Call or write if you need help! I do consult.
this how to introduces the ways and methods of taking an idea to market from soup to nuts. Its useful to remind the seasoned executives and very important for the new business launches to help you cover the various aspects of product development, pricing, competitive analysis and channel marketing. Plus some novel thoughts on what you do as measurable against other competitors for similar offerings as well as utility of product.
New econoic stimulus offer, free! give it away to others with $1 gratuity to me [see introduction] per person you route the copy or link to. Thanks and good luck with your business. Call or write if you need help! I do consult.

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Categories:Types, Business/Law
Published by: Rod Satre on Sep 10, 2008
Copyright:Traditional Copyright: All rights reserved

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05/09/2014

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 1
Productization: A Primer For Taking Ideas to Market
I wrote this book originally for Pearson Publishing, but by the time it was submittedthey had bailed from publishing to the Dot.Com industry needs and closed the productline. The good news was they let me keep my advance, the better news was theyreturned the copyright to this book to me, the author. I wrote this book to a generalvacuum in the industry of a short, easy to read book that can help you learn or refreshwhat you forgot. Ideas that are great are still marginal until they can be transformedinto a utility of usage for mankind, and others…. Then ideas become great products.My goal is two-fold, help transform your perceptions about product development andcommercialization of ideas to products. And help the work you do benefit both youand your associates. And by the way, how am I to benefit?
Can I trust you to appreciate this primer? Read it twice before you start to use it. It’s like lasagna; it gets betterwith age, as the information melds into your context of how you think. Then, if you like it, and know of othersthat might benefit, send them an electronic copy of this book. (I’ve added a glossary to the back which helpsyou talk the talk.) It’s all combined into one PDF file. At the same time you send your associate the book, sendme $5, just a sawbuck. Preferably US currency, but I would be very pleased to get the equivalent from you inwhatever country you might be living in. I am not selectively choosing the USA for distribution, just startingthere. (My editor for the book is in UK, he’s getting a copy from me!) Mail the $5 to Rodrick Satre530 Santa Fe Avenue, Richmond, CA 94801 United States of America.Either I will get better off or my postal person will. If you want to email me, usersatre@excite.comIf you have multiple associates, such as at Christmas or other events, send out 5 copies at $15 or 10 copies at$20 and send the cash to me. Same way, to my mailbox. Don’t send checks, if they bounce, it costs me morethan the amount you sent. If you want to send a cashier’s check or money order, that’s fine.I’m only sending out a few copies to begin with. I hope my plan works, but this is an experiment in“distribution channels” that are based on the goodness of people. Yes if you wonder how it went, ask me!Oh by the way, I did write this book based on 30 years of business experience as well as my education. I havean MBA in International Business from JFK University, BS from Clarkson University.
Written in Richmond, California, USA by Rodrick I. Satre copyright
©
2002 updated 2008
Introduction
I can’t tell anyone how to determine if the idea they have is a dynamo capable of generating wealth for them, the company they work for, investors, and the employeesof the business. In fact, many times great ideas are squandered on those that turn themdown, only to find new homes with others that find the magic key to unlocking thewealth in the idea, the product, the service. So this briefing is set with this caveat:
Many books require no thought from those who read them, for a very simple reason; - they make no such demand upon those who wrote them. Those works, therefore, are the most valuable that set our thinking faculties in the fullest operation. ~ Colton 
I will attempt to provide the reader steps useful in taking a fine idea and developing auseful product from it. In this briefing I hope to help the reader in gaining an
 
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appreciation for the many activities that form the world of Productization. Myobjective is to meld those many activities we perform in the business world into aready and readable reference that the reader will use and apply in shaping theeconomic outlook of their business. There are multiple business paradigms that tie tothis book, and management training programs and MBA programs are all highlyrecommended pursuits. I can readily think of just-in-time, guerrilla business tactics,and other well used tomes that the reader can pursue. Yet for the most part, thosebooks begin at a somewhat advanced stage of the product life cycle. This briefingbegins at the beginning and takes the reader on an exploration from the start of an ideathat might be saleable to the culmination of the actions normally needed to generateprofits back to the business.This is not all inclusive, and experience and thought are key components to asuccessful business venture. And luck.
If I had a choice between being smart or lucky,I’d choose lucky. ~ Will Rogers 
But just maybe we can make luck occur by setting the stage where opportunity falls inour lap and success just seems to fall into place. This stage is like a fine play. Thescenery and the music score mean almost as much as the acting and the dialog. Thetotal performance requires a good script, proper lighting, a receptive audience, and thesupport of the environment (backdrops and props) and score (music and specialeffects) to come together for a successful play. And as in a theatrical production,many talents are called into action, and the audience has to be ready for the productionin order for it to be a commercial success. If any or many of the contributing actionsdo not meet the standards of good quality, all suffer and the play will be closed afterfew performances. Businesses and products succeed or fail in a like manner.At the time this briefing was first considered, the world of high technology and thefast-paced growth of business starts in the information technology world had recentlycome crashing back to reality. Which is that many products were no more than a mereconcept, and the money invested in these concepts was played fast and loose. Someideas failed due to lack of sufficient funding, some due to lack of sufficient technicaland management direction, and some due to the fact that the product envisioned metan audience that was not quite ready to embrace the product, run out and tell their e-friends to buy the product, and generate the sales revenues that could surpass theinvestment costs. All of which defines a product’s success. Productization is apractice that looks at the holistic business and helps define the steps necessary to besuccessful. I talked the editor into expanding this subject to business as a whole. So,not only is the high technology business going to be a subject, but instead the scope isproductization for a broadened program of commercialization of ideas into viablebusinesses .Both tangible and intangible products are covered. The key, “
 prime number 
” conceptof the success is that productization is a skillful application of 
adding value
to the
 
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marketplace, and
 providing a choice
to the customer that they want to make. This iscalled “
opportunity cost 
.” It means that at each step of the way, the investment of timeand money is balanced against the lost opportunities due to the fact that our time andmoney was already spent. For instance, today is bright and sunny, a warm gentlebreeze is blowing, and I’m stuck in my library banging this out on my computer......Perhaps I’ll come back to this later.................Oh, by the way, I want us to have a dialog. But I find that difficult outside of a lectureor presentation, both of which do not describe a way of learning that I enjoy. Instead,and again with the editor’s indulgence, the story line here, although far-fetched, couldactually have happened, and as far as the case studies and referenced story lines; withsome literary license they did and are continuing sagas. So the text is set in a parablestyle. However, terms that are the vernacular of the productization and relatedindustries are italicized and can be found in a glossary. Also the chapter and pagewhere they are first introduced are listed.Good luck.~the author

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