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プロダクトマネージャーが新規事業検討で使える便利ツールまとめ
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Tatsuya Izumori
September 27, 2016
Business
460
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プロダクトマネージャーが新規事業検討で使える便利ツールまとめ
Tatsuya Izumori
September 27, 2016
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Transcript
ϓϩμΫτϚωʔδϟʔ͕ ৽نࣄۀݕ౼Ͱ͑Δ ศརπʔϧ·ͱΊ
Product Management Tools 7BMVF 1SPQPTJUJPO $BOWBT -FBO $BOWBT 4805ੳ ΤϨϕʔλʔϐον
લఏࣝ Ҿ༻ɿIUUQNEJDPNQLFOUSFQSFOFVSTIJQTUBHFTTUBSUVQMFBOTUBSUVQ
લఏࣝ 0→1 1→10 10→100 Ҿ༻ɿIUUQNEJDPNQLFOUSFQSFOFVSTIJQTUBHFTTUBSUVQMFBOTUBSUVQ
Value Proposition Canvas
Ҿ༻ɿIUUQEFWDMBTTNFUIPEKQFUDEFWFMPQFSTJPQMBOOJOH
ɾϏδωεϞσϧͷத͔Βɺʮސ٬ʯͱʮʯ͚ͩΛநग़ͨ͠ਤ ɹސ٬χʔζΛ໌֬ʹͯ͠ɺ͕ސ٬χʔζʹԠ͑ΒΕ͍ͯΔ͔Λݕূ ɾ͋Δҙຯɺ࠷ॏཁͳਤ ɹԿނͳΒɺސ٬͕ʮӕʯͳΒϏδωεࠜຊతʹΓཱͨͳ͍͔Β ɹʮ୭͕ʯʮԿނʯʮ͋ͳͨͷʹ͓ۚΛ͏ͷ͔ʁʯʮຊʹʁʁʯ ɾސ٬ͱɿ͋Δঢ়گԼͰɺಛఆͷʮδϣϒʯΛ༗͢Δਓ ঢ়گྫʣεϙʔπδϜͷҥॴͷίΠϯϩοΧʔʹՙͱΛೖΕ͍ͨ ɹɹɹɹ͔͠͠खݩʹԁ͕ແ͍ δϣϒʣ ԁࡳΛԁʹ྆ସ͢Δ
Value Proposition Canvasͱ
Value Proposition Canvasͱ Ҿ༻ɿIUUQQUTMJEFTIBSFOFUCBSSFMCPPLWBMVFQSPQPTJUJPODBOWBT
Value Proposition Canvasͱ Ҿ༻ɿIUUQQUTMJEFTIBSFOFUCBSSFMCPPLWBMVFQSPQPTJUJPODBOWBT
ɾސ٬ʹ͓͍ͯॏཁͳͷʮϦΞϧʯͰ͋Δ͜ͱ ɹ✕ʮϦΞϦςΟ͕͋ΔʹӕʯͰͳͯ͘ɺϦΞϧʹࣄ࣮Ͱ͋Δ͜ͱ ɾʮ͜͏͍͏ঢ়گʹͳΕɺඞͣ͜͏͍͏՝ʢδϣϒʣ͕ൃੜ͢Δʯ ɹͦ͏͍͏۩ମత͔ͭݱ࣮తͳχʔζͰ͋Δ͜ͱ͕ཧɻ ɹ่͕͜͜ΕΔͱɺͲΜͳʹૉΒ͍͠ϏδωεϞσϧͰϑΝϯλδʔ ɹސ٬ͷ࣮ࡏੑʹϚγϡϚϩνϟϨϯδʹ͓͚ΔϚγϡϚϩ ɾͨͩ͠ɺʮӕʯ͡Όͳͯ͘ʮݕূՄೳͳԾઆʯͰ͋Ε0, ɹԾઆΛཱͯͯݕূ͢ΔʹϑΟʔυόοΫϧʔϓΛճ͢ Value Proposition
Canvasͱ
IUUQXXXTMJEFTIBSFOFUCBSSFMCPPLWBMVFQSPQPTJUJPODBOWBT Value Proposition Canvasͱ
Lean Canvas
Ҿ༻ɿIUUQXXXNPPOHJGUKQMFBODBOWBTQSPUPUZQFQEGϦʔϯΩϟϯόεͷͨΊͷQEGςϯϓϨʔτ
ɾ৽نϏδωεͷΞΠσΞΛͬ͘͞ΓͱਤࣜԽ͢Δࣄۀܭըαϙʔτπʔϧ ɾʮސ٬ͱʯʹՃ͑ͯҎԼͷ߲͕͋Δ ɹސ٬ͱͷίϛϡχέʔγϣϯํ๏ʢʹϚʔέςΟϯάʣ ɹऩӹߏʢʹίετͱऩӹʣ ɹସखஈͷͱࣗࣾͷ༏Ґੑʢʹڝ૪༏Ґੑʣ ɹͷޭج४ͷఆٛʢʹ,1*ఆٛʣ ɾ7BMVF1SPQPTJUJPO$BOWBTͱͷซ༻͕ॏཁ ɹʮސ٬ͱʯ͕ӕͳΒϏδωεϞσϧΓཱͨͳ͍ ɹϏδωεϞσϧ͕ӕͳΒϚωλΠζͰ͖ΔϏδωεʹͳΒͳ͍ Lean
Canvasͱ
ᶃطଘͷସखஈͷ ɹ ᶄطଘͷସखஈͰ ɹຬͰ͖ͳ͍ ɹδϣϒΛ๊͑Δ ɹސ٬ηάϝϯτ Ҿ༻ɿIUUQXXXNPPOHJGUKQMFBODBOWBTQSPUPUZQFQEGϦʔϯΩϟϯόεͷͨΊͷQEGςϯϓϨʔτ
ᶃطଘͷସखஈͷ ɹ ᶄطଘͷସखஈͰ ɹຬͰ͖ͳ͍ ɹδϣϒΛ๊͑Δ ɹސ٬ηάϝϯτ Ҿ༻ɿIUUQXXXNPPOHJGUKQMFBODBOWBTQSPUPUZQFQEGϦʔϯΩϟϯόεͷͨΊͷQEGςϯϓϨʔτ
ᶆιϦϡʔγϣϯͷ ɹ۩ମతͳػೳ ᶅސ٬ͷδϣϒΛղܾ͢Δ ɹಠࣗͷՁఏҊʢ࠷ॏཁʣ Ҿ༻ɿIUUQXXXNPPOHJGUKQMFBODBOWBTQSPUPUZQFQEGϦʔϯΩϟϯόεͷͨΊͷQEGςϯϓϨʔτ
ᶆιϦϡʔγϣϯͷ ɹ۩ମతͳػೳ Ҿ༻ɿIUUQXXXNPPOHJGUKQMFBODBOWBTQSPUPUZQFQEGϦʔϯΩϟϯόεͷͨΊͷQEGςϯϓϨʔτ
ᶇιϦϡʔγϣϯΛ ɹੈͷதʹΊΔखஈ ɹʢϚʔέςΟϯάํ๏ʣ Ҿ༻ɿIUUQXXXNPPOHJGUKQMFBODBOWBTQSPUPUZQFQEGϦʔϯΩϟϯόεͷͨΊͷQEGςϯϓϨʔτ
ҙɿSwitching Cost ސ٬͕ࢧ͏ίετ ސ٬͕ಘΒΕΔՁ ʮސ٬͕ࢧ͏ίετʻސ٬͕ಘΒΕΔՁʯ ʹͳΔ͜ͱ͕ඞਢ
ҙɿSwitching Cost ʮίετʯ͓͚ۚͩͰͳ͍ʂ ɹ͋Μͨ୭ʁʢ৴པͷແ͍ͷΛ৴པ͢Δίετʣ ɹΓํม͑Δͷ໘ͳΜ͚ͩͲʢγεςϜ࠶ߏஙίετʣ ɹ͍ͬͯ͏͔͍ํ͕͔Βͳ͍Μ͚ͩͲʢֶशίετʣ ɹࢲΓ͍ͨΜ͚ͩͲ্࢘ͷઆಘ͕͍͠ʢҙࢥܾఆίετʣ ɹਓʹΒΕͨΒஏ͔͍ͣ͠͠ʜʢจԽతίετʣ ɹͦͦผʹղܾͰ͖ͳ͍͍ͯ͘Μ͚ͩͲʢzҙzͷίετʣ ৽نɺͦͷ࣌ͰεΠονϯάίετ͕େ͖͍
ҙɿSwitching Cost Ҿ༻ɿIUUQNPSJLBXBCMPHCMPHGDDPNCMPHFOUSZIUNM
ҙɿSwitching Cost ʮδϣϒͷղܾʯʹ ී௨ΑΓߴ͍ྔ Λ͍࣋ͬͯΔਓʑ ৽نࣄۀͷʹ͓͍ͯ ࠷ॏཁͳސ٬ηάϝϯτ Ҿ༻ɿIUUQNPSJLBXBCMPHCMPHGDDPNCMPHFOUSZIUNM
ᶉԿʹͲΕ͚ͩࢿ͢Δ͔ ᶈࢿͯ͠ԿΛಘΔ͔ Ҿ༻ɿIUUQXXXNPPOHJGUKQMFBODBOWBTQSPUPUZQFQEGϦʔϯΩϟϯόεͷͨΊͷQEGςϯϓϨʔτ
֫ಘίετ རӹ ʻ Ҿ༻ɿIUUQXXXNPPOHJGUKQMFBODBOWBTQSPUPUZQFQEGϦʔϯΩϟϯόεͷͨΊͷQEGςϯϓϨʔτ
$1" -57 ʻ Ҿ༻ɿIUUQXXXNPPOHJGUKQMFBODBOWBTQSPUPUZQFQEGϦʔϯΩϟϯόεͷͨΊͷQEGςϯϓϨʔτ
ᶊͷޭͷܭଌࢦඪ ɹʹ,1*ఆٛ ྫʣҰఆظؒͰͷ ɹɹ༗ྉձһ૿Ճ ྫʣόΠϥϧ ʢސ٬Ұਓ͕ҰఆظؒͰ ɹ৽ͨͳސ٬ΛݺͿਓʣ Ҿ༻ɿIUUQXXXNPPOHJGUKQMFBODBOWBTQSPUPUZQFQEGϦʔϯΩϟϯόεͷͨΊͷQEGςϯϓϨʔτ
ᶋ؆୯ʹϚωͰ͖ͳ͍ ɹڝ૪༏Ґੑ ྫʣࣗࣾϒϥϯυཱ͕͍֬ͯ͠Δ ྫʣಛఆͷϚʔέςΟϯάνϟωϧ ɹɹʹڧ͍࿈ܞ͕͋Δ ྫʣಠࣗͷٕज़ྗΛ࣋ͬͨ ɹɹ։ൃνʔϜΛ๊͍͑ͯΔ Ҿ༻ɿIUUQXXXNPPOHJGUKQMFBODBOWBTQSPUPUZQFQEGϦʔϯΩϟϯόεͷͨΊͷQEGςϯϓϨʔτ
SWOTੳ
4 8 0 5
ڧΈ ऑΈ ػձ ڴҖ
ɾ7BMVF1SPQPTJUJPO$BOWBT-FBO$BOWBTʮՁఏҊʯॏࢹ ɹ৽نࣄۀͷཱͷͨΊͷ߹ੑνΣοΫΛॏࢹ͍ͯ͠Δɻ ɹ۩ମతʹɺ ᶃ1SPCMFN4PMVUJPO'JU ᶄ1SPEVDU.BSLFU'JU ͷ̎ͭ SWOTੳͷҐஔ͚
ɾ4805ੳϏδωεϞσϧશମΛ၆ᛌͯ͠ͷ߹ੑνΣοΫॏࢹ ɹྫ͑ɺʮڝ߹͕ࣗࣾྖҬʹ߈Ίͯ͜ͳ͍ཧ༝Կ͔ʯʹػձ ɹɹطଘࣄۀͱࢢن͕ҧ͍͗ͯ͢ࢿෆՄʢΠϊϕʔγϣϯͷδϨϯϚʣ ɹɹ։ൃೳྗ͕ແ͍ ɹɹ๏తʹάϨʔ͔ͩΒίϯϓϥΠΞϯεతʹೖΕͳ͍ ɹ͋Δ͍ɺʮେखڝ߹͕߈Ί͖ͯͨΒͲ͏ରԠ͢Δ͔ʯʹڴҖ ɹɹ͋Δఔҭ͖ͬͯͨλΠϛϯάͰϦΫϧʔτ͕ࢀೖʘ ?P? ʗ ɹɹطʹڝ߹্ཱ͕͕ͪͬͯΛ࢝Ί͍ͯΔ
SWOTੳͷҐஔ͚
ΤϨϕʔλʔϐον
Ҿ༻ɿIUUQXXXJUNFEJBDPKQCJ[JEBSUJDMFTOFXTIUNM
ΤϨϕʔλʔϐονɾϑΥʔϚοτ <ސ٬͕ղܾ͍ͨ͠δϣϒ>͍ͨ͠ <ओͳސ٬ηάϝϯτ>͚ͷ <ϓϩμΫτ໊>ͱ͍͏ϓϩμΫτɺ <ϓϩμΫτɾΧςΰϦʔ>Ͱ͢ɻ ͜Ε<ϓϩμΫτͷओͳػೳ>͜ͱ͕Ͱ͖ɺ <طଘͷସखஈ>ͱҧͬͯɺ <طଘͷସखஈʹଘࡏ͠ͳ͍ಠࣗͷՁ>͕උΘ͍ͬͯ·͢ɻ
Ҿ༻ɿIUUQBUPNPTEFTJHODPN৽ن։ൃͷͨΊͷVYσβΠϯϫʔΫγϣοϓ
·ͱΊ 7BMVF 1SPQPTJUJPO $BOWBT -FBO $BOWBT 4805ੳ ΤϨϕʔλʔϐον