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.

1. Vc já está pensando em seu novo
produto? Não???
Então já está atrasado... :-P
Joca Torres

2. Jabá relâmpago

4. Locaweb.com.br/Jelastic

5. Multi-products companies

6. ?
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 79
Fonte: http://en.wikipedia.org/wiki/List_of_Google_products

7. ?
Fonte: https://www.google.com.br/about/company/facts/locations

8. Same fact, smaller scale
?
15+ active products
5+ discontinued products

9. WHY?

10. A bit of theory

11. Technology adoption curve
?

12. The S-curve
?

13. The S-curve

14. The S-curve
Innovation

15. The S-curve
Innovation
Growth

16. The S-curve
Innovation
Growth
Maturity

17. The S-curve in real life

18. But

19. There’s a chasm
?

20. i.e., some products don’t fly… :-/

21. So a new product may…

22. So a new product may…
Either mature…

23. So a new product may…
Either mature…
…or don’t cross the chasm.

24. And a single product company will
eventually…

25. And a single product company will
eventually…

26. Hence the need for:
Exploring new markets

27. Hence the need for:
Exploring new markets
Developing new products

28. Exploring new markets

29. Developing new products

30. Hence the need for product
portfolio management

31. BCG
Market share
High Low
Marketgrowth
HighLow

32. BCG
Market share
High Low
Marketgrowth
High
Bets
Low

33. BCG
Market share
High Low
Marketgrowth
High
Bets
Low

34. BCG
Market share
High Low
Marketgrowth
High
Stars Bets
Low

35. BCG
Market share
High Low
Marketgrowth
High
Stars Bets
Low
Cash cows

36. BCG
Market share
High Low
Marketgrowth
High
Stars Bets
Low
Cash cows Dogs

37. BCG
Market share
High Low
Marketgrowth
High
Stars Bets
Low
Cash cows Dogs

38. BCG
Market share
High Low
Marketgrowth
High
Stars
Dev: ⬆
Bets
Dev: ⬆
Low
Cash cows
Dev: ⬌
Dogs
Dev: ⬇

39. BCG
Market share
High Low
Marketgrowth
High
Stars
Dev: ⬆
Ops: ⬆
Bets
Dev: ⬆
Ops: ⬌
Low
Cash cows
Dev: ⬌
Ops: ⬆
Dogs
Dev: ⬇
Ops: ⬌

40. BCG
Market share
High Low
Marketgrowth
High
Stars
Dev: ⬆
Ops: ⬆
Mkt: ⬆
Bets
Dev: ⬆
Ops: ⬌
Mkt: ⬆
Low
Cash cows
Dev: ⬌
Ops: ⬆
Mkt: ⬌
Dogs
Dev: ⬇
Ops: ⬌
Mkt: ⬇

41. Putting theory into practice

42. Google
Market share
High Low
Marketgrowth
High
YouTube
Android
Google +
Google App Engine
Waze
Google Glass
Google driverless car
Low
Search + AdWords
Google Wave
Google Health

43. Locaweb
Market share
High Low
Marketgrowth
High
Cloud Server
Email Marketing
Jelastic Cloud
Eventials
OneDrive
Tray Checkout
Low
Shared Hosting WebChat

44. Thank you
Joca Torres
http://GuiaDaStartup.com.br
http://www.slideshare.net/jocatorres
joaquim.torres@locaweb.com.br
@JocaTorres