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Vc sabia que o Google tem 177 produtos ativos além de 79 produtos descontinuados? A Locaweb, guardadas as devidas proporções, tb tem uma estratégia parecida. Temos mais de 15 produtos e já descontinuamos mais de 5 produtos. Outro exemplo é a Caelum, que tem serviços de consultoria e de aulas presencias de programação, descontinuou seu serviço de desenvolvimento de software sob demanda, e criou um serviço de aulas online e uma editora. Nessa apresentação irei explicar porque é importante uma empresa ter mais de um produto, como diversificar seu portfólio de produtos e como gerenciar um portfólio de produtos.
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Vc já está pensando em seu novo produto? Não???
Então já está atrasado... :-P
Joca Torres
Jabá relâmpago
Locaweb.com.br/Jelastic
Multi-products companies
?
Search tools 28
Advertising Services 12
Communication and publishing tools 30
Development tools 13
Map-related products 8
Statistical tools 9
Operating Systems 3
Desktop Applications 14
Mobile Applications 39
Hardware 16
Services 5
TOTAL ACTIVE PRODUCTS 177
Discontinued Products 79Fonte: http://en.wikipedia.org/wiki/List_of_Google_products
?
Fonte: https://www.google.com.br/about/company/facts/locations
Same fact, smaller scale
?
15+ active products5+ discontinued products
WHY?
A bit of theory
Technology adoption curve
?
The S-curve
?
The S-curve
The S-curve
Innovation
The S-curve
Innovation
Growth
The S-curve
Innovation
Growth
Maturity
The S-curve in real life
But
There’s a chasm
?
i.e., some products don’t fly… :-/
So a new product may…
So a new product may…
Either mature…
So a new product may…
Either mature…
…or don’t cross the chasm.
And a single product company will eventually…
And a single product company will eventually…
Hence the need for:
Exploring new markets
Hence the need for:
Exploring new markets
Developing new products
Exploring new markets
Developing new products
Hence the need for product portfolio management
BCGMarket share
High Low
Market
growth
High
Low
BCGMarket share
High Low
Market
growth
High
Bets
Low
BCGMarket share
High Low
Market
growth
High
Bets
Low
BCGMarket share
High Low
Market
growth
High
Stars Bets
Low
BCGMarket share
High Low
Market
growth
High
Stars Bets
Low
Cash cows
BCGMarket share
High Low
Market
growth
High
Stars Bets
Low
Cash cows Dogs
BCGMarket share
High Low
Market
growth
High
Stars Bets
Low
Cash cows Dogs
BCGMarket share
High Low
Market
growth
High Stars
Dev: ⬆
Bets
Dev: ⬆
Low Cash cows
Dev: ⬌
Dogs
Dev: ⬇
BCGMarket share
High Low
Market
growth
High Stars
Dev: ⬆Ops: ⬆
Bets
Dev: ⬆Ops: ⬌
Low Cash cows
Dev: ⬌Ops: ⬆
Dogs
Dev: ⬇Ops: ⬌
BCGMarket share
High Low
Market
growth
High Stars
Dev: ⬆Ops: ⬆Mkt: ⬆
Bets
Dev: ⬆Ops: ⬌
Mkt: ⬆
Low Cash cows
Dev: ⬌Ops: ⬆Mkt: ⬌
Dogs
Dev: ⬇Ops: ⬌
Mkt: ⬇
Putting theory into practice
GoogleMarket share
High Low
Market
growth
High
YouTubeAndroid
Google +Google App Engine
WazeGoogle Glass
Google driverless car
Low
Search + AdWords Google WaveGoogle Health
LocawebMarket share
High Low
Market
growth
High
Cloud ServerEmail Marketing
Jelastic CloudEventialsOneDrive
Tray Checkout
Low
Shared Hosting WebChat
Thank you
Joca Torres
http://GuiaDaStartup.com.brhttp://www.slideshare.net/jocatorres
joaquim.torres@locaweb.com.br@JocaTorres
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