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Guest Post: To Kill a Product: Why, When and How part 3/3
Posted in Enterprise Software, Guest Blogger, Organization, Product Management, Product Marketing 28 August 2009 - 6 comments
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Share Note: This is the 3rd of a 3 part series of articles by guest blogger Chris Brown. If you feel inspired to write a guest post of your own, click here to find out how to submit it to us.
Part 3: How to Kill a Product Tweet
No one wants to manage a dying product. No one wants to sell, support or, certainly, buy a dying product, either. The role of the product manager includes performing the kill analysis – thoughtful, thorough and completely unbiased – and making a recommendation that is best for the business.
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But there are some basic steps. the communications may not need to be extensive. Have a plan for warehousing code and/or data. for example. especially a good one. and that official cancellation notification is vetted or provided by the Legal team. When working on these steps with internal teams. Email him at cbrown@apartments. a division of Classified Ventures. If the product has a deep connection to the brand. organizational and strategic factors. will be the first to admit a product has run its course. rewarding initiatives. outstanding receivables. Once the decision has been made to kill a product. if they do. Work with the Marketing and Sales teams to create a plan that includes customer notification. this decision has been made. branding consideration. internal communication (including FAQs). collateral updating. The Support team will also need to be ready to field concerns and questions from customers. Make sure it’s all legal.net/2009/08/28/guest-post-to-kill-a-product-why-when-and-how-part-33/ Página 2 de 9 . talk-tracks. Recommending the discontinuation of a product one manages can be a difficult prospect. Make sure the tone and level of communication are appropriate. or is being killed for strategic reasons that may not be apparent. If the product requires any ongoing technology.). at a high-level. a more carefully considered story may need to be crafted. the product manager needs to make it clear why. Provide the necessary training and documents (FAQs. depending on the structural makeup of the organization. Don’t assume everyone from sales to tech knows the history of the product. etc. Sales and Finance. the product manager needs to perform the analysis described in the earlier posts.com. but is no longer performing. If the product is purely ancillary. the customers and. of course. the sales channels. etc. . make sure Technology knows when to permanently suspend functionality. But often the manager. with Finance. and that doing so will not impact any other services. LLC. which is very important since many of these people will have to do much of the dirty work of killing the product. it is Web-based. Any outbound or customer acquisition efforts should cease on the prescribed date.g. Work with the Finance and Sales teams to make sure sales goals are properly adjusted to account for the lost revenue. This creates an opportunity to focus on more important. Provide support to Customer Support. that they don’t have an attachment to it. Confirm you are within the bounds of any contracts with customers and suppliers. Product managers must make their kill recommendations by thoroughly and objectively examining the financial. or that.com or follow him @Brown784 http://onproductmanagement. if necessary. e. Review final billing procedures. Shut down marketing. Provide direction to the Technology team. the product itself.Guest Post: To Kill a Product: Why. A summary of the criteria that led to the decision will provide context and buy-in. the product manager should provide a timeline with the following action items: Communication plan.. email response templates.Chris Brown Chris is vice president of product management at Apartments. When and How part 3/3 | On Product Management 29/05/13 10:14 Time to Pull the Plug The process of discontinuing a product will vary greatly by industry and company. First. partners etc.
2009 at 8:14 pm 0 0 Rate This [. When and How. now follow these steps to ensure a smooth sun-setting process. It’s examining these areas that will help product managers build the case to kill or keep a product. When and How. 2. Guest Post: To Kill a Product: Why. You may also like - We turned 5 years old this week! How to hold a Kickass Virtual Customer Meeting (part 1) How to Hold a Kickass Virtual Customer Meeting (Part 2) Onboarding Product Management Mind the Gap Happy (belated) birthday to us (again)! 0 Share Tweet this If you enjoyed this post.] Part 3: How do you kill a product? You’ve made the decision to pull the plug.Guest Post: To Kill a Product: Why. Possibly related posts: (automatically generated)Be afraid: New boss of CPSC wants bigger fines. Part 2 When?: When is it time to kill a product? Part 2 offers up six areas to keep an eye on for telltale signs. 4.net/2009/08/28/guest-post-to-kill-a-product-why-when-and-how-part-33/ Página 3 de 9 .. When and How. 3. Guest Post: To Kill a Product: Why.] Reply http://onproductmanagement. 5. more recallsThe Business of Hospitality [. EOL. please consider leaving a comment or subscribing to the RSS feed to have future articles delivered to your feed reader. Part 1/3 « On Product Management says: August 28. Me gusta 0 Related posts: 1. why kill an underperforming product? Because ineffective products divert focus and resources from core and growth products... even a little. and ultimately dilute the overall value proposition of the business. Part 2/3 Guest Post: Measuring Product Management (part 2) Guest Post: Measuring Product Management (part 3) Guest Post: Measuring Product Management (part 1) Tags: End of Life. Part 1/3 Guest Post: To Kill a Product: Why. Product Lifecycle 6 Responses to Guest Post: To Kill a Product: Why. When and How part 3/3 1.. When and How part 3/3 | On Product Management 29/05/13 10:14 Previously: Part 1 Why?: If it’s generating some revenue.
When and How. Does moving from version 4. companies fall into the line extension trap and perceptions of the new product loses become muddled and difficult to manage. Part 2/3 « On Product Management says: August 28. Passionate PM says: September 26. Dheeraj says: September 1. While you were out: Top GUEST posts of the summer « On Product Management says: September 27. Guest Post: To Kill a Product: Why..] Reply 3.im/killproduct3of3 Thanks guest blogger @brown784 #leadership #prodmgmt #prodmktg #EOL Reply 4.net/2009/08/28/guest-post-to-kill-a-product-why-when-and-how-part-33/ Página 4 de 9 . OnProductManagement says: August 28.0 of a product to 5.. I have a small query set: 1. 2009 at 8:18 pm 0 0 Rate This Guest post: HOW to kill a product: http://tr. How do you kill a product? You’ve made the decision to pull the plug.0 (which is a vastly enhanced avatar) and gradually removing support et al for the previous version amount to killing 4. In case you are killing a product in one geography but continuing support in other (lesser developed) markets.Guest Post: To Kill a Product: Why. owing to the difficulty of creating new brands. When and How part 3/3 | On Product Management 29/05/13 10:14 2.. 3. how does one salvage the brand value and bring brownie points from the previous brand to prop the new brand up ? I have asked this because often. 2009 at 12:35 pm 0 0 Rate This http://onproductmanagement. what stresses does the organization go through ? Reply 5.0 ? 2. 2009 at 6:04 am 0 0 Rate This Great post and comments! Very much thought provoking! Reply 6. [. now follow these steps to ensure a smooth sun-setting process. It has been a very interesting triad to read. 2009 at 8:16 pm 0 0 Rate This [.. (I know that there is no straight answer for this but:) If one is killing the entire product line or rechristening the new avatar. 2009 at 10:40 am 0 0 Rate This Hi Chris.] Part 3: How to kill a product.
VP PM at [. When.] kill a product: Why.] Reply Leave a Reply Your email address will not be published. and How (3 parts. When and How part 3/3 | On Product Management 29/05/13 10:14 [... Required fields are marked * Name * Email * Website Comment You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong> Post Comment Notify me of follow-up comments by email.. search this site Search Our Sponsors Click to visit their sites http://onproductmanagement.Guest Post: To Kill a Product: Why.net/2009/08/28/guest-post-to-kill-a-product-why-when-and-how-part-33/ Página 5 de 9 . Chris Brown. Notify me of new posts by email..
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