What Specific Speed-to-Market Benefits Are Targeted?
Step 1b of Improving Your Speed-to-Market Is:
Determine what specific benefits are you seeking?
There are many potential benefits from managing time-to-market or improving Speed-to-Market. They include both financial and nonfinancial benefits. The financial benefits are often directly measurable and vastly exceed the up-front costs of introducing Speed-to-Market approaches to the organization. Some examples of the benefits of speed are:
Faster Innovation. Companies that are built for speed often realize first-mover advantages; they are able to react more quickly to competitors’ moves or market shifts with their own product innovations.
Lower Development Costs. Streamlined processes, limited iterations, and reduced slack release financial and operating resources for other value-adding activities.
Larger Market Share. A product that gets to market early is less likely to face initial competition. A quick introduction also gives a product more time to build market share before it declines into a commodity.
Greater Forecasting Accuracy. Because the time between product design and product release is shorter, executives may be more willing to green-light trendy products that would otherwise be denied.
Check for benefits by assessing the positioning of your product or service in the intended market.
The quadrant your products/services fall in indicates the specific benefits Speed-to-Market offers.
Some additional specific benefits are:
Revenue gains and/or increased profitability
Gaining a reputation as a market and/or technology leader
Improved information flows
Improved effectiveness and efficiency, including lower costs and improved management of resources, doing more projects with the same resources, etc.
Note that you may not be able to realize all these benefits, so you must decide what specific advantages/benefits are you seeking. Be sure to take a longer-term, whole-of-business perspective.