Speech by Andrey Batrimenko, Director of the New Product Development Center
ROSTEC ACADEMY, as part of the All-Russian Forum of Product Management Professionals PRODUCT MANAGEMENT 2024, held in Moscow on May 30-31.
In addition to working at the Rostec Academy, Andrey Batrimenko has been an expert and tracker at FRII (Internet Initiatives Development Fund) since 2016, where he helps private and corporate startups grow and implement a product approach.
In what context is a product approach appropriate?
At the Rostec Academy, the development of internal products has become one of the priority tasks. The product approach is especially relevant for large companies, where it is impossible to achieve strategic goals without developing new products.
The product approach is not limited to developing the product itself. Without management processes and communication with stakeholders, people will not be able to work systematically, even if they have a strong desire.
Having a strong product team that can quickly adapt to changes is one of the key conditions for the success of a product transformation.
Only by understanding the needs of customers on page seo service and other stakeholders can real, long-lasting products be created that truly bring value and solve customer problems.
How to find a business customer for product transformation within a company?
Be discreet. Study your customers' needs, look for new ideas, but do not reveal your plans directly. This will help avoid unnecessary complications and conflicts within the company.
Developing internal product competencies. It is necessary to create an environment where employees can develop their skills in the field of product management.
Influence on processes. As practice shows, influence on processes within the company plays a key role in the successful transformation of products.
Search for stakeholders. First of all, you need to pay attention to top managers and other leading employees of the company.
When searching for a business customer for product transformation, it is useful to use Customer Development technology. It helps to test the idea of a new product on an interested audience using interviews.
How should product methods be modified so that they can be applied within large Russian companies?
Keep in mind that a product approach requires expertise in understanding users, business and the market.
Pay attention to employee training and competency development.
Create an environment for the development of new products within the company, influence processes and structure.
Adapt the Customer Development methodology and others to the specifics of large companies.
Consider stakeholders and interested parties when developing product methodologies.
Types of innovation according to the OSLO guide:
Product innovation.
Process innovations.
Organizational innovations.
Marketing innovations.
How to achieve quick victories and what pilot can be carried out?
How do large companies find ideas for new products and quick wins? Broadly speaking, there are two options:
Develop and nurture these ideas within yourself.
Use exploration methods. Many companies do this. These are startups and M&A deals.
Andrey Batrimenko: “Sometimes people come to us with the most unusual ideas, for example, a laser fetal lamp. They say that tomatoes in a greenhouse can be grown not with sodium lamps or diodes, but with a laser. This will not affect the speed of growing tomatoes, but it will be much cheaper. Sounds cool. But at the level of TRL 3 and MVP, the developer has nothing yet. It is unknown how a tomato or other plant will react to laser radiation. Perhaps these tomatoes will turn into some small mutants, run away and behave like cats.”