Anderson Baillie Business Growth | Product & Services | New Product Development

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It seems that as business people we either refuse to produce what people want - pursuing the innovative option where profits may be higher, or our process of interpretation is not working.

In the past we had the excuse of production orientated perceptions - I like the idea so I'll build it. However, today, as business people we should be much smarter in our delivery of new product. The result, in stead of improving product development we have a confused and unhappy customer! Also the likelihood of a failed product line and a waste of CAPEX investment.

Information Void

It seems companies either refuse to integrate the process of product development through all areas of the business or create business pockets where information exchange is devoid. So everyone changes the specification that little bit as they feel they are adding a bit extra or have interpreted the brief differently.

Stop building it, they simply will not come unless it's what they want

That's why Anderson Baillie created its 'Product Transition Approach' to development, where products are developed through intelligent based research and then driven through the business without unnecessary change or amendment.

A framework to drive new product development

Put simply, it reduces the risk of product failure. It develops a pipeline for products and services before they have been released. Above all it is a framework through which to drive new product development to achieve consistency within the business.

Do you relate to any of these business issues?

	Each year 60% of the new product development budget is wasted because of launch failure
	Focus groups seemed happy, but take up fell following initial success of the product
	We are continually redeveloping the product because our customers ask for it
	We need to implement education programmes to really explain the value of our products
	We rarely have a differential now its all down to price
	We need to think up more new products – where to we start
	We do not have enough understanding of our markets to anticipate change
	We haven’t the money to implement a huge business intelligence machine behind our R & D

The Anderson Baillie Business Growth - New Product Development explores your business issues through accurately focused consultancy packages based on your actual business requirements.

Target Investment levels Target market gap analysis Focus group targeting and profiling Competition aggression and penetration Market Diversity & Overlap Gap analysis Cost of entry Service/product function and benefit audit Logistical and administrative impacts Legalities Cross sell and up-sell potential		Development of the Product Transition Framework Development of Issues & Pains Matrix Proposition education Assessment of proposition to the message portfolio Development of a thought leadership concept Development of test bed pilot programmes Reference capability Promotion and brand management Partner plan and channel use Data Life cycle and Business Intelligence



Target Investment levels A finite review of market revenue potential for initial fiscal year and then there on for a specified period of long-term development. This is then related to a resources audit, which determines business requirements to achieve target investment and revenue levels. Target market gap analysis A comprehensive review of new target market dynamics, correlation to existing marketing accessibility, product and service saturation, level of audience understanding and motivation. Focus group targeting and profiling Refined evaluation of the motives behind customer purchases, why they deemed the company important and discarded alternative offerings. Competition aggression and penetration Assessment of competition intensity, messages and brand collateral, which may form a barrier to entry. Market Diversity & Overlap Assessment of the markets, penetration effectiveness, channel and direct sales engagement strategies to determine business overlap. Gap analysis A comprehensive review of each of the businesses inline with the internal resources and an external assessment inline with their competition. Cost of entry A full audit of costs associated in the launch and development of the new market based upon competitive pressure, legislative constraints to entry and the need for internal resource refresh or development. This will be further aligned to sales and marketing investment requirements as well as considerations towards new product development or refresh. Service/product function and benefit audit A comprehensive review of your product and service stable to determine their function, features, benefits to customers and competitive differences at a substitutional as well as direct level. This will also consider the aggregation of features to business issues. Logistical and administrative impacts A comprehensive analysis of new market demands to current business logistics and capacity. Legalities A full audit of legislative requirements and restrictions which are applicable to the new market as well as the issues of barrier to entry and conformity to regulation through the DTI or European Community. Cross sell and up-sell potential A complete review of the product stable for each of the companies in line with current selling engagements and marketing promotions to determine 'quick win' cross sell and up-sell opportunities as well as more long-term cross fertilisation strategies. Development of the Product Transition Framework Creation of a product stable framework based upon issues and pains of target markets, development plans to extend existing product lifecycles and the creation of a future proof development plan to meet market demands. Development of Issues & Pains Matrix For a given audience a complete and finite evaluation of specific issues and problems they have that are potentially and directly applicable to your products and services. This will assist in the development of a business issues sell not features from the very start of new market selling. Proposition education Assessment of proposition to the message portfolio Formulation of a message hierarchy in relation to corporate branding and the development of a thought leadership concept that permits easy delivery of your products and service via a sales story. This will begin with the corporate essence and value, through to a partner proposition, sales level propositions (sales arguments) and holding framework. Development of a thought leadership concept A repository through which all propositions are managed, whether corporate positioning, partner propositions, sales arguments or the explanation of a complex product story (boiler plate). It will differentiate by positioning and exploit existing services and products, just simply presenting them in another light. Development of test bed pilot programmes Reference capability A comprehensive review of customer references and case material to be used in the development of sales tool kits as well as reference support. Promotion and brand management Campaign planning and strategy formulation to maximise promotion effectiveness as well as brand value to assist in initial launch a long-term market development. Partner plan and channel use An assessment of NDA and partner agreements, strategy and practical application of these agreements in an effort to generate further revenue. This will apply to those companies you have agreed to sell through as well as those companies you yourself sell product through. Data Life cycle and Business Intelligence A structured plan of data development to include new market data and business intelligence or research. All of which will support the new propositions.

	Xinetica Business Growth and Branding Programme Anderson Baillie successfully completed its Business Growth and rebranding exercise for IT professional services and security consultants, Xinetica Ltd.
	Strategic Dataworks Strategic Dataworks new product road map Anderson Baillie Business growth deliver a new product strategy

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