1	Engineered Strategic Marketing^SM Fliptronics provides a unique service that helps its clients Develop the right products With the right features At the right time That matches customers requirements That matches client’s capabilities
2	Engineered Strategic Marketing^SM Targeting products that Use leading edge technology Complex trade offs Forecasting technology trends Are feature rich Complex trade offs Value Proposition Have complex inter-disciplinary interaction HW, SW, Apps, Support, Training, Evangelizing
3	Engineered Strategic Marketing^SM Appropriate for initial product definition Excellent for next generation products Inclusive information gathering Customers Company visionaries Company individual contributors Marketing, Sales, Customer Support Competitive analysis
4	Engineered Strategic Marketing^SM Applying the discipline of Engineering to the Strategic Marketing role of products planning Focused resources on product definition because this is a company’s future Standardized information gathering that supports direct statistics
5	Engineered Strategic Marketing^SM
6	Engineered Strategic Marketing^SM Applying the discipline of Engineering to the Strategic Marketing role Internal interviews to identify capabilities and opportunities Very strong emphasis on customer requirements Standardized customer interview process Engages the target customer in product definition trade offs Ensures that results can be correlated
7	Strategic Horizon You can see to the horizon Nearer things are seen more clearly Beyond the horizon you can make guesses The horizon is not crisp The distance to the horizon remains the same even as you approach it
8	Strategic Horizon (cont.) For planning products, the strategic horizon is a time frame. The time frame is the time it takes from starting a project to delivering it. If the time frame is short, the quality of the product requirements are clearer Projects targeted at the strategic horizon make the most sense
9	Strategic and Tactical
10	Strategy In the time frame of the strategic horizon: Identify future customer requirements Put programs in place today that will result in products that meet/exceed customer requirements Identify competitive capabilities and likely products Put programs in place today that will result in products that will eclipse their products
11	Engineered Strategic Marketing^SM Interested? Contact Fliptronics (408) 737-0295 philip@fliptronics.com