Adapting To Changing Market Conditions For Consistent Profits – Time to market (TTM) is the length of time to develop a product from conception until it is released to the market and available for sale.

Time to Market is important because it allows you to get to market before competitors and leads to greater sales, profits and market share.

Adapting To Changing Market Conditions For Consistent Profits

Adapting To Changing Market Conditions For Consistent Profits

Since research has shown that new market entrants enjoy clear advantages in terms of market share, revenue, sales growth, and especially competitive advantage, time to market is one of the KPIs. or key product development metrics. Many product development strategies depend on being first to market.

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Time to market is both quantitative and qualitative. There is a good time to launch a product and that time is not always as soon as possible, although with new offerings it often is. Releasing at the right time requires adaptability, the ability to learn quickly and be resilient. This ability is at the forefront of time competition today.

Often, competitive pressures, dynamic information, and new technologies drive changes in markets. It is important for companies to respond to these changes. It is often the first to introduce a new product or the first idea that captures market share and profits.

Consumers’ constant desire for new features, achieving business growth targets, shorter life spans, and pressure from senior management are also driving the pace to market. For many consumers, the incredible pace of mobile device technology has created expectations for a continuous stream of features that are updated every year.

To meet their time-to-market targets. In a classic study, McKinsey & Co found that a product that is six months behind schedule earns 33% less profit over five years; if it is released on time but 50% over budget, that reduces profits by about 4%.

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Some tech leaders focus on speed as a primary goal, such as Facebook’s announcement “Move fast and break things.” Others may focus on marketing time because they are facing pressure from direct competitors. Technology companies and handset providers are driven by annual trends and unsatisfied customer expectations.

Technology companies in the B2C software industry often use and succeed with the Minimum Viable Product (MVP) concept. Although this method takes some risk with customer satisfaction, it also helps the team to move much faster and reduce the time to sell by sending a version with only the original features.

Those who use marketing time clearly show what they are trying to do by creating a product platform. Is it a platform that involves long-term investment or a quick turnaround? Is it a new offering or an offering?

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Time changes are a way to create competitive differentiation. The ability to adapt and learn quickly is a key skill for strategic project management of release time and fast time to market. Product management consulting by an outside organization can provide an independent perspective on the value of speed to market for product differentiation.

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The most important reason is that time to market is of the essence in terms of competitiveness. You can take advantage of business opportunities by optimizing TTM to beat your competitors directly to market faster. By optimizing your development and marketing processes to improve time to market you can gain a competitive advantage (often called “first mover advantage”). The faster your company’s product development process, the more marketable your company is, and the more impactful the product is, resulting in greater sales profits. and profitability compared to your slower competitors.

Time to Market measures the length of time in the calendar (months or years) it takes to bring an idea to market. Typically TTM KPI (Key Performance Indicator) is just the time (in weeks or months) from team launch to first customer shipment, but large companies can start with budget approval and end with The first customer was sent.

Some firms start the clock after the team and budget go through the approval process, but an informal team may do a lot of work before this time, say doing the first product design ( very high level). In some cases, the project is approved, but weeks may pass before team members are freed up to focus on the project in a dedicated manner. Be as specific as possible about when the project starts and ends.

However, comparing TTM between groups or organizations requires some care to ensure an ‘apples to apples’ comparison. The biggest factor that can influence market timing is the size of the project and how much risk it carries; The second most important factor is how much product innovation is required to differentiate the product from the competition. Comparing time and market is not correct unless you clearly understand when the stopwatch starts and stops and understand the distance / level of risk between the two development plans.

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Time to market varies greatly depending on what is being sold: product type, complexity and industry. The average time to market for pharmaceuticals is ten years, while a consumer app can be conceptualized, researched, designed, prototyped, and launched in less than a year. Of course, TTM varies by product and regulatory complexity.

There is a large variation in time to market even within the same industry due to the complexity and design of different products. A new platform with untested technology obviously takes longer to create than a major (dedicated) upgrade to an existing offering or an incremental upgrade. Producing products that reach the market quickly is highly dependent on the complexity of the products and other related processes.

Consider research from the automotive industry. Research from 2017-18 found the following spread from time to time in the industry. The study showed that 71% of the sampled products went from concept to launch in less than two years. The automotive brands in the study are divided into the following buckets in terms of time to sell. Note that longer times could occur for large forms of clean pages and other large forms (presentations).

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Although there is great variation in time to market even for products within the same industry, KPMG research (2015) found the following typical types of time to market by industry.

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Time to market is an important part of a product development strategy. Generally, speed is balanced against other factors such as features, design, or product quality. Interactions between these factors determine success or failure due to the nature of the product and market. Faster time to sell does not always equate to success if the details require further development.

Another important way to drive TTM speed and predictability is to break your release cycles into large and small releases. Semiconductor firms such as Intel and AMD often have a “tick tock” release cycle, meaning one major release (‘tick’) followed by one minor release (‘tock’). This method gives the project of the main release a two-year path to the market, to reduce the risks of these new products.

In the case of mobile handsets, manufacturers like Apple have supercycles every three years. Each year between major releases is dedicated to “topics” such as bug fixes (first year) and performance improvements (second year).

However, if you are not in a ‘platform’ business like Apple and Intel, it makes sense to rush products with moderate levels of quality to market if their life span is short or if competitive offerings are often weak . However, for some products, for example in the area of ​​health care, where low quality can have serious consequences, delaying the start of improving quality can make good business.

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While the product in question is not a matter of life or death, the rapid release of a product that does not meet customer expectations sometimes opens up a laggard competitor’s opportunity to compete on quality and win though he was late to the market. Rushing a product to market may not be successful, but if you delay too long, waiting to launch a fully baked product, you may miss an opportunity.

Another important factor in reducing time to market is the simple matter of keeping track of the cycle time itself. This important step to measure the time from the beginning of the group until the product is sold (the end of the time measurement and this applies to many different industries). Then you can compare your time to the correct, common time in the complex. Obviously, you don’t expect the turnaround time for existing products to be the same as for a new global product or product.

In some cases, where the feature set and quality level are flexible, organizations are best served by selecting a minimum viable product (MVP) that is required at the earliest possible release date. An MVP is defined as “that type of new product that allows a team to gather the most proven customer experience with minimal effort.”

Adapting To Changing Market Conditions For Consistent Profits

Although an MVP can be as simple as a slide deck or product description, as it is commonly understood, it is a type of product with limited features or functionality that is used for testing or as an initial release. Users continuously improve the MVP using customer input.

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