We Help Capital Equipment Companies Grow and Compete
Product roadmaps represent the steps that you will take to implement your product strategy. They describe where you’re headed and what products will be introduced along the way. They are used to guide and to synchronize your company’s efforts. To be effective, your...read more
Have you ever run into something like this? The CEO walks into your office. He says, “We need to submit our strategic plan to the board next month. Can you canvas the senior staff and put something together?” Or this: It’s the weekly senior staff meeting, and you just...read more
Every business has pressing issues, but which ones are strategic? Are falling sales a strategic issue? What about rising material costs? What about a new competitor? Perceptions of exactly what constitutes strategy can vary greatly, even among a single management...read more
A Tekcess International client had been developing a new piece of process equipment for the semiconductor industry. The technology was novel and had generated a lot of “tire kicking” from prospects. However, after several years of product development and dozens of...read more
One of the critical factors for new product success is engineering involvement in the Market Requirements Document (MRD) development process. Failure to maintain open, active lines of communication between product management and engineering can lead to big disconnects...read more
It took one of those heavy-duty staplers to secure the pages of your Market Requirements Document (MRD). You’re a seasoned professional, so you knew to ask for more product capability than you really need. That way you’ll emerge from your negotiation with engineering...read more
Your product roadmap describes the products that you intend to develop and bring to market over time. Each product on the roadmap needs a Market Requirements Document (MRD). That MRD needs to be done sufficiently ahead of planned market introduction to allow for...read more
A Market Requirements Document (MRD) is not a Product Development Plan (PDP). The MRD represents what needs to be done to achieve your business objectives from a market perspective. An MRD seeks to answer the question, ‘Should we do it?” A PDP, on the other hand, is...read more
That high-quality product requirements in your Market Requirements Document (MRD) are necessary to ensure that engineering produces the intended product is obvious. What’s not so obvious is how to measure product-requirement quality. Without a standard for evaluating...read more
You followed the company process. You detailed every product specification. Your voice-of-the-customer validation confirmed that this is the product that the market needs. Management approved your Market Requirements Document (MRD) unanimously. You were on the path to...read more
This indispensable guide will show you how to create superior customer value and get paid for it.
Like some help?
Did you know I offer one-on-one coaching?
I’ve helped dozens of capital equipment product management and marketing professionals accelerate their careers and secure more customers at higher prices this way.
I’d love an opportunity to help you.