350: Market segmentation and product pricing – with Dan Balcauski 

What product managers need to know about positioning products to create value Today we are talking about how market segmentation is done and how it impacts product pricing. To help us with the details, a product strategy and pricing expert is joining us, Dan Balcauski. Dan is the founder of Product Tranquility, a consulting firm based in Austin, Texas. He has 15 years of experience in managing multiple products throughout different life cycles, from start-ups to publicly traded multinational enterprises. Summary of some concepts discussed for product managers [2:05] What is product strategy? Product strategy is the art and science of understanding customer problems and aligning your organization around creating desirable outcomes for customers and your business. Problem management is more important than product management for product managers. Be obsessed about your customers’ problems. Strategy defines a current situation, an assessment of that situation, and a path forward to overcome the challenges you face. Product strategy is about orienting the company toward the problems you’ll solve and how solving those problems for customers will positively impact the business. [4:07] How does market segmentation influence product strategy? In customer research, we’re trying to understand what problems our customers face and how much they value solutions to those problems. Imagine you’re a general trying to guide your troops. You have a landscape of different hills you could traverse, and you need to understand the possible advantages, disadvantages, and constraints of taking any particular hill. In market segmentation, you’re trying to understand the opportunity, challenges, and advantages of taking any particular position in the market. Once you’ve outlined the market landscape, product strategy is the process of deciding where you can compete and win. [6:34] What’s an example of a company that does market segmentation well? Tesla’s first car was the Tesla Roadster at a price point of $250,000. Eventually, Tesla created the Model S at a slightly more reasonable $80,000, and now they have the Model 3 at $35,000. This is a perfect example of understanding customer segments and aligning product strategy to sequentially attack those different market segments. Elon Musk understood the electric motor has a distinct advantage over combustion engine vehicles: It can deliver power directly to the wheels. The Roadster could easily beat a Porsche or Ferrari in speed. Tesla found a group of people who were willing to pay for that. Their market segment for the Roadster was very high-end people who wanted their 0-60 speed to be the best in the world. These customers didn’t care as much about an established, long-range, national charging network, which was not in place when the Roadster came out. Elon balanced the segment he went after with the value drivers of that segment. He aligned the benefits of the product with the customers who were willing to pay for those benefits and aligned the capabilities of the company to execute his strategy. [10:07] Where do we start with market segmentation? * Start at the top leadership of your company and make sure your executives understand segmentation is important; many leaders think they’re going to capture the entire market. * Start early. Proper customer segmentation helps every part of the organization. It’s unsuccessful to build a product without a segment in mind and hand it off to marketing and tell them to position it for a particular segment. Understanding whom you are building for makes the prioritization of features much easier as you’re building. * When you’re segmenting, you’re creating groups that have homogenous customer needs within a segment but heterogeneous customer needs between segments,