Step 1 − Structurizing Product Portfolio

Definitions

explanation of words

Product cluster

Product cluster/business units a cluster of products with similarity in for instance functional usage or design.
Product portfolio

Product portfolio this is an overview of all the products a business offers to his clients.
Profits

Profits this are the profits in terms of turnover and efficiency in business practice.
Richness

Richness the unique and important aspects of your product portfolio.

What do we get?

Always wanted to show your clients an overview of the richness of your product portfolio?

What are we doing?

We are going to map and cluster a selection of products in your product portfolio.

Part I: Instructions

Please read the instruction below carefully before filling the data

1 Please answer the questions about your product portfolio in section A.
2 Please name the most important product clusters of your collection in section B.
3 Please describe the aspects that unite the products within the product cluster in section B.
4 Please thrive to name the most important products within the product cluster in section B.

Part II: Data-filling steps

A

1. What kind of products do you sell?

2. What is your favourite product?

B

Tip! Please make a selection of a maximum of 5 product clusters and products and upload one photo that characterizes that specific product cluster.

Product cluster e.g. Garden	This characterizes my cluster e.g. Rattan, colourful, asian market	Products e.g. Chairs, tables	Upload example

1 2 3 4 5

Step 2 − Measuring performance of product?

Definitions

explanation of words

Business performance

Business performance this describes the positive developments in terms of finance and image.
Size

Size the relative size in terms of sales that the product cluster represents in the total product portfolio.
Grow

Grow the relative grow in terms of sales of the product cluster in the last six months compared with the previous period.
Outdated

Outdated a product can be outdated if it does not fit the current time and it does not grasps the attention of your clients.

What do we get?

Always wanted to know the impact of each product cluster compared with the others?

What are we doing?

We are going to measure each product cluster on 3 criteria.

Part I: Instructions

Please read the instruction below carefully before filling the data

1 Please answer the questions about your product clusters below in section A.
2 Please rank (B) by comparing product clusters in terms of size/ sales (Small/ medium/ big).
3 Please rank (B) by comparing product clusters in terms of profit (see dropdown menu)
4 Please rank (B) by comparing product cluster in term of potential for future grow.

Part II: Data-filling steps

A

Tip! Please make a relative estimation of each criteria in comparison with other product clusters in your product portfolio.

1. What is your best product cluster in terms of sales? *

2. What is your worst product cluster in terms of sales?

3. What is your newest product cluster?

4. What is an outdated product cluster in terms of sales?

B

Product clusters	Size Product in terms of amount of products sold can be ranked		Profit Product in terms of total profit for business can be ranked		Potential Estimation of product in terms of grow in the next year will be
1
2
3
4
5

Product clusters are mapped based on ranking of criteria. This shows the relations and position of each cluster within the entire product portfolio.

Direct result

1 2 3 4 5

High Medium Low

Profit

Grow

Step 3 − Action plan to improve clusters

Definitions

explanation of words

Stars

Stars these kind of products do not generate a lot of sales yet, but with the right investments they can generate a lot of sales in the future.
Cash cows

Cash cows these kind of products generate sales and guarantee the current existence of your business.
Question marks

Question marks at the moment you cannot tell a lot about these products and if it will generate sales. You should try to connect these products with the market.
Dog

Dog are product clusters with low market share in a mature, slow-growing industry. From an accounting point of view such a unit is worthless, not generating cash for the company. Though owning a break-even unit provides the social benefit of providing jobs and possible synergies that can assist other business units or boost branding.
D4s redesign

D4s redesign this optimizes the current and supports in improving a product in terms of efficiency and customer value.
D4s cleaner production

D4s cleaner production this optimizes the production line of the product cluster.
D4s new product design

D4s new product design this supports you in creating a whole new product cluster in the same market.
Customer insights

Customer insights this is information about your customers about their needs or wishes.

What do we get?

Always wanted to know how you can create a balanced product portfolio?

What are we doing?

In this step we determine which product cluster to choose and with what to pursue.

Part I: Instructions

Please read the instruction below carefully before filling the data

1 Please determine based on the map shown in direct results the type of cluster (cash cow etc)
2 Please determine which cluster to eliminate from portfolio or to pursue to improve.
3 Please select one of the suggested strategy/tools to pursue with grounded by business
4 Please contact SPIN consultant for support in regards to action plan.

Part II: Data-filling steps

A

Please carefully check your results with the graph on the left.

1 2 3 4 5

Tip! Please check definitions for elaboration on types and strategies to pursue. A more in-depth strategy map can be downloaded in e-library.

Product clusters	Type What kind of type describes the cluster the best?	Action Eliminate/ erase cluster or pursue and improve it?	Strategy What kind of strategy/ tool is according to map suited?
	E.g. Each quarter of map represents one of the four types.	E.g. Product cluster (bamboo bowls) is a dog, since the demand is low because of the price. I will eliminate this cluster and save time and money for other clusters.	E.g. Product cluster (rattan chair) is a cash cow, which means the product sells. However I can save money by d4s cleaner production tool to improve quality and save material usage.
1
2
3
4
5

Please hover your mouse over your cluster to see correct answear.

Direct result

1 2 3 4 5

High Medium Low

Profit

Grow

What's next?

1-on-1 Consultancy

Consult a consultant by checking expert list in e-channel and discuss outcomes.

E-library

Check out suggested literature or toolkit for more in-depth information about tools & methods.

Implementation form

Use consultancy implementation form to take outcomes to the next level.

Stakeholders

Discuss outcomes with peers and stakeholders of your organization.

Added Value

Think about the added value of implementing the outcomes for corporate image or sales.

Step 1 − Structurizing Product Portfolio

Definitions

explanation of words

What do we get?

What do we get?

What are we doing?

What are we doing?

Example

Example

A

B

Step 2 − Measuring performance of product?

Definitions

explanation of words

What do we get?

What do we get?

What are we doing?

What are we doing?

Example

Example

A

B

Direct result

Step 3 − Action plan to improve clusters

Definitions

explanation of words

What do we get?

What do we get?

What are we doing?

What are we doing?

Example

Example

A

Direct result

What's next?

1-on-1 Consultancy

E-library

Implementation form

Stakeholders

Added Value

Confirm

Error

Sponsored

Implemented

Supported

Need help?