This presentation shows innovation management concept in Industry 4.0 era.

1. How Industry 4.0 Redefines Product
Management
Taner Akcok | Vice President of Product

2. Taner Akcok | Who am I?
On Press:Background:
VP of Product @ Webtrekk
Founder/CEO @ AppAnalytics
Program Manager @ Microsoft
Education:
Innovation Management @Stanford University
Business Administration @Istanbul University
NGOs:
Junior Chamber International
UNV - The United Nations Volunteers Programme
Rotaract Club
Image Sources: Google Image Search - Labeled for Reuse with Modification

3. Industry Revolution | What is Industry 4.0?
Frederick W. Taylor
Image Source: Wikipedia | Frederick Winslow Taylor
Industry 4.0 is the current trend of automation and data exchange in
manufacturing technologies. It includes cyber-physical systems, the
Internet of things and cloud computing.
Industry 4.0 creates what has been called a “smart factory”.
Bullshit!
Not bad!
According to Wikipedia;

4. Industry 4.0 | What is in it for us?
Source: Wikipedia | Industry 4.0
Industry 4.0 is the current trend of automation and data exchange in manufacturing technologies. It includes cyber-
physical systems, the Internet of things and cloud computing.*
- Automation
- Data Exchange
- IoT
- Cloud Computing
- Manufacturing?
Key Points:
Questions:
- What kind of automation?
- What is data exchange? What is BI? What is ML?
- What is the scope of IoT?
- What do we mean with cloud computing?
- Revenge of cyber-physical systems? Sounds like a porn movie!

5. Industry Revolution | Market Concepts
Unlimited Demand
Limited Supply
Production Product Sales / Marketing
Innovation
Management
Industry 1.0 Industry 2.0 Industry 3.0 Industry 4.0
Limited Demand
Limited Supply
Limited Demand
Unlimited Supply
Unlimited Demand
Unlimited Supply
Industry Trend

6. Industry 4.0 Example | Marketing Automation
Marketing means in Industry 3.0
Source: Bob on Sonoma: Marketing Jug Wine

7. Industry 4.0 Example | Marketing Automation
Marketing means in
Industry 4.0

8. TIME
SALES
Question Mark
STAR
CASH COW
DOG
Product Lifecycle

9. TIME
SALES
Question Mark
STAR
CASH COW
DOG
Managing Innovation
Product Lifecycle | Innovation Management

10. Fork
Source: Kendim Çizdim!

11. What is innovation?
The process of translating an idea or invention into a good or service that creates
value for which customers will pay.
To be called an innovation, an idea must be replicable at an economical cost
and must satisfy a specific need.
Source: Business Dictionary

12. Types of Innovation
1. Evolutionary Innovation (Continues or Dynamic Evolutionary Innovation) that are
brought about many incremental advances in technology or processes.
2. Revolutionary innovations (also called discontinues innovation) which are often
disruptive and new.
Imitators take less risk because they will start with an innovator’s product and take
a more effective approach.
So no need to invest on innovation?
Source: Business Dictionary

14. Some Internal/External Factors:
Product/SBU Distribution
Professional Diversity in the Team
Team Culture
Product Strategy
Macro Environment Analysis
Political Trends
Technological Trends
Legal Trends
Socio/Cultural Trends
Demographic Trends
Micro Environment Analysis
Competitors
Suppliers
Customers
Stakeholders
Employees
Some Analysis:
PESTLE Analysis
SWOT
BCG Matrix Analysis
GE McKinsey Analysis
Porter’s Five Forces
SPSS Analysis
Samplings
Independent Samples Statistics and Test
Paired Samples Statistics and Test
Reliability Statistics
Scale Statistics
There is no probability in the life!

15. Limited time, unlimited options!
What to do?

16. How to Manage Innovation | Innovation Engine Model
Innovation
Engine
CUSTOMER
Operation
New Information:
- CMI Insights
- GTM Insights
- Market Researches
- Market Trends
- New Technologies
- Internal Insights Value-added
information
Service
Product
Delivered Value
Customer Feedback Loop
Innovation
Engine
Investment
Net
Income
EXECUTIVE LEADERSHIP
Source: Build an Industry Hot Rod Book by Marvin L. Patterson
Operational
Investment
EBITDA
Information
Assessment

17. Data Exchange | Data to Information
All Data
Insights Team
Possible
Actions
Digital Insights
Architecture
Manage Insights
Right
Data
Insights to Execution
Process
Effective
Actions
Analyse Data Activate Information
Source: Forrester Research | Customer Analytics Scope

18. Question:
“SNAPCHAT”

19. Customer LifecycleProduct Lifecycle
Death, is the destination we all share!

20. TRAFFIC
SIGN-UP
$
USER
RECURRING
REVENUE
MARKETING
LANDING PAGE UX
DASHBOARD UX
MARKETING
SALES & CUSTOMER
EXCELLENCE
MAIN LEVERAGES ACTIVITIES
- Performance Marketing
- Content Marketing
- Growth Hacking Activities
- SEO
- Partner Network Activities
- Re-targeting Ads
- User Stories
- KPI Categories (lead gen, brand awareness etc.)
- Testimonials
- Value Propositions
- Game Showcase
- Sales Pipeline (Salesforce and Saas Customers)
- Promotional Campaigns
- Tutorials
- Auto-CRM Activities & E-mailing
Lead
Generation
Member
Customer
Activation
Customer
Retention
- E-mailing & Newsletter
- Blog Posts
- Customer Support
- Tele-sales
- Generating Sales Pipeline for Sales Team
- Auto CRM Activities
ACTIVATION
CPC
UAC
CHURN
CAC
CLTV
Manufacturing | Internet Industry 4.0

21. Manufacturing | Revenue vs Valuation
Category User Status Conv % Est. Value
Acquisition
Visit Site
(or landing page, or external widget)
100 % $0.01
Acquisition
Doesn’t Abandon
(views 2+ pages, stays 10+ sec, 2* clicks)
70 % $0.05
Activation
Happy 1st Visit
(views X pages, stays Y sec)
30 % $0.25
Activation
Email/Blog/Rss/Widget Signup
(anything that could lead to repeat visit)
5 % $1
Activation
Account Signup
(includes profile data)
2 % $3
Retention Email Open / RSS view -> Clickthru 3 % $2
Retention
Repeat Visitor
(3+ visits in first 30 days)
2 % $5
Referral Refer 1+ users who visit site 2 % $3
Referral Refer 1+ users who activate 1 % $10
Revenue User generates minimum revenue 2 % $5
Revenue User generates break-even revenue 1 % $25
Source: Dave McClure | Startup Metrics for Pirates

22. “Two roads diverged in a wood and I - I took the one less traveled
by, and that has made all the difference.”
Robert Frost

23. Thank you!
Taner Akcok | Vice President of Product @ Webtrekk
https://fb.com/tanerakcok
https://twitter.com/tanerakcok
http://tanerakcok.com
Visit!
taner.akcok@webtrekk.com
+4917620722323
Contact!