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Business school case studies abound with examples of abandoning a company's core market position, attempting overly ambitious plans as a new product strategy is developed, and failing to deliver. Moving too far to the right on the matrix can increase product development costs to an unsustainable level. In my Acquia 2010 retrospective, I promised to write a bit more about Acquia's product strategy. For most organizations, one tool could not historically get the job done, so they kept multiple tools in their toolbox – whether they intended to or not. Most of these sites are vastly different in terms of scale, functionality, complexity and longevity.
CIOs – facing cost-cutting pressures and the need to streamline their resources – are now addressing the reality of running twenty different content management systems on twenty different stack configurations as an expensive, unnecessary burden for the organization. By standardizing on Drupal, organizations can reduce training costs, reduce maintenance costs, streamline security, and optimize internal resources – all without sacrificing quality or requirements. Drupal Commons is a Drupal distribution for social business software; it provides organizations a complete solution for forming collaborative communities. To help organizations adopt and standardize on Drupal, we created the Acquia Network to provide a suite of Drupal support, knowledge, and web development and maintenance tools to help build, manage and extend Drupal websites.
The Acquia Network is your connection to a team of Drupal experts, available 24x7, and backed by Acquia's engineering and professional services team.
We are in the middle of a massive redesign of the Acquia Network and many of the services you use through the Acquia Network today (including the Acquia Library, a broad collection of tips, tricks, how-to's, and resources for Drupal developers and site owners). For large websites that require custom code, high availability, on-demand elasticity or release management tools (i.e. Acquia Hosting is an extension of the Acquia Network, so if you need help scaling your site or debugging a problem, Acquia Client Advisors are always available to help. Going forward you can expect even more developer tools and self-service tools to be added to Acquia Hosting, as well as more critical features for large scale sites, including improved security and code workflow options.
For that, we built Drupal Gardens, a Drupal-as-a-service platform that makes building Drupal websites as simple as point and click.
Our mission for Drupal Gardens is to allow site builders to go from design to online in minutes instead of days or weeks. For organizations that need to manage tens, if not hundreds, of small websites, we're building ‘Enterprise Drupal Gardens'.
One of the biggest advantages of using Open Source software is that there are no limits to how you use the software. Almost all Software as a Service (SaaS) providers employ a proprietary model – they might allow you to export your data, but they usually don't allow you to export the underlying code. We call this "Open SaaS" or Software as a Service done right based on Open Source principles – it offers a much more secure and low-cost alternative to proprietary counterparts. I've highlighted some of our key products and services in this blog post and will bring you a more detailed white paper focusing on Acquia's vision. I would love to see a good case study of migrations (+ new Drupal Gardens) sites you guys have done!
To those who will say Drupal shouldn't do X: Dries highlighted in a previous blog post and in the replies that he doesn't expect Drupal to always be the only solution, and that one of Drupal 7's strengths is working with other services and platforms. A quick look at what Acquia actually does shows that they regularly integrate other software, and partners like Zivtech with Alfresco specialize in Drupal plus. I believe this blog post is what the commercials call a dramatization— but it is exciting, isn't it? All the above arguments can be turned around its head by replacing drupal in above pictures with either joomla or wordpress (and in some cases sharepoint) everywhere.
IMHO it would be easier for sales guys from other product organization to address most of the benfits suggsted. A firma€™s product line or lines refers to the assortment of similar things that the firm holds. Screening and evaluation: Some products that after some analysis are clearly not feasible or are not consistent with the core competencies of the firm are eliminated.
Market testing: Frequently, firms will try to a€?testa€? a product in one region to see if it will sell in reality before it is released nationally and internationally. Commercialization: Facilities to manufacture the product on a larger scale are now put into operation and the firm starts a national marketing campaign and distribution effort. The diffusion of innovation refers to the tendency of new products, practices, or ideas to spread among people.
Usually, when new products or ideas come about, they are initially only adopted by a small group of people. Several specific product categories have case histories that illustrate important issues in adoption. The case of credit cards was a bit more complicated and involved a a€?chickenA­and-egga€? paradox. Rap music initially spread quickly among urban youths in large part because of the low costs of recording.
Homophily: The more similar to each other that members of a culture are, the more likely an innovation is to spreada€”people are more likely to imitate similar than different models. Physical distance: The greater the distance between people, the less likely innovation is to spread.
Co-branding involves firms using two or more brands together to maximize appeal to consumers. Certain a€?peripherala€? characteristics of products may a€?signala€? quality or other value to consumers. Product Marketing Strategy helps manufacturers with product marketing, product strategy, and marketing strategy to maximize profitability over the product life cycle. AHMA’s 2000 International Hardware Week Education Program was a tremendous success this year due in no small part to your involvement and the presentation you made to participants. AD: If you are an entrepreneur or aspiring to be one, you should check out Entrepreneurship Daily.
Moving to a remote position rather than an adjacent one can destroy an existing market position by siphoning off finite resources to fund new development, i.e. Moving too far upward on the matrix can require unsustainable levels of marketing expenditures to increase the Company's visibility in unfamiliar territory.


Since then, doing business through the web has become more complex and have introduced a diverse set of needs. The situation can be quite a mess, and is unfortunately a common scenario in many enterprises. Some sites are under continuous development while other sites are only around for a couple of weeks or months. They have always known that there were cost savings to be made if they standardize on a single platform, but have never felt the confidence in a single platform to suit all of their needs across their organization. Services like heartbeat monitoring, software update management, and soon to be released integration with New Relic provide visibility into your site's performance and help with site management. Through the Acquia Network you will soon have the ability to easily access a growing list of third-party services, with many available at no additional charge. Through the Acquia Network, we also provide a number of Acquia Hosting specific e-services, including backups, database rollbacks, staging environments, version control for code management, and more. Built on Drupal 7, Drupal Gardens brings the freedom and innovation you expect from open source without having to worry about installing, hosting or upgrading your Drupal site.
It provides site provisioning, site management, single sign-on, multi-site dashboards and organization wide templates and themes to maintain consistent branding. Users of Drupal Gardens are able to export their Drupal Gardens site – the code, the theme and data – and move of the platform to any Drupal hosting environment. At Phase2, we are going to make changes this year to how we provide value added services and offerings for ours. Consumer products can be categorized as convenience goods, for which consumers are willing to invest very limited shopping efforts. For example, facing a saturated market for baking soda in its traditional use, Arm & Hammer launched a major campaign to get consumers to use the product to deodorize refrigerators. Until some time in the 1800s, few physicians bothered to scrub prior to surgery, even though new scientific theories predicted that small microbes not visible to the naked eye could cause infection. Since the cards were used in public, others who did not yet hold the cards could see how convenient they were. Accepting credit cards was not a particularly attractive option for retailers until they were carried by a large enough number of consumers. Later, rap music became popular among a very different segment, suburban youths, because of its apparently authentic depiction of an exotic urban lifestyle. Although hybrid corn provided yields of about 20% more than traditional corn, many farmers had difficulty believing that this smaller seed could provide a superior harvest. In some countries, such as Britain and Saudi Arabia, tradition is greatly valueda€”thus, new products often dona€™t fare too well. Some innovations, such as infant formula adopted in developing countries, may do more harm than good. In a similar manner, some brands often start in a narrow nichea€”either nationally or regionallya€”and may eventually work their way up to a more inclusive national brand.
Some ice cream makers, for example, use their own brand name in addition to naming the brands of ingredients contained.
For some products, packaging accounts for a large part of the total product manufacturing cost. Whether your product is sold through a single channel or multiple channels, it is critical that your channel strategy is developed with a full understanding of where the power is in each channel of distribution. His guidance through collaboration and the educational materials he has developed has provided me the ability to better understand and grow my products and business. This is an amazing new email newsletter service that provides a daily curated list of business growth ideas, marketing tips and case studies from your fellow entrepreneurs. If you're like most organizations the number of sites you have is large and continues to grow at a rapid clip.
Some of the websites are owned by the company's IT department and hosted internally, while other websites may be owned by their marketing department and hosted externally.
Even going from 20 different systems to 10 or to 5 different systems still translates to dramatic cost savings.
Acquia sees expansion of distributions as critically important to the future growth of Drupal. By doing so, we provide people an easy on-ramp but we allow them to grow beyond the capabilities of Drupal Gardens without locking them in. Developers will not use it since they have their own (faster) methods and it seems to complex for non technical users. Most of the benefits you have presented are coming from standardizing in general on "a platform" and not specifically drupal.
Please stay tuned and I think you will be right that Drupal business isn't about maintaining the status quo. I simply dont think either Sharepoint or Joomla, Wordpress have representative case studies or approaches to this level of diversity. Thus, it is essential to have these products readily available and have the brand name well known.
In contrast, the firma€™s product mix describes the combination of different product lines that the firm holds.
Finally, products can be differentiated in terms of offering different levels of servicea€”for example, Volvo offers a guarantee of free, reliable towing anywhere should the vehicle break down. Some firms have stockholders who want to minimize risk and avoid investing in too many new innovations. The figure will almost certainly be well below that for video games that, even when spread out to a large part of the population, will be of interest to far from everyone. Younger and more progressive physicians began scrubbing early on, but they lacked the stature to make their older colleagues follow.
Although some people were concerned about security, the convenience factors seemed to be a decisive factor in the a€?tug-of-wara€? for and against adoption. Consumers, in contrast, were not particularly interested in cards that were not accepted by a large number of retailers. They were usually reluctant to try it because a failed harvest could have serious economic consequences, including a possible loss of the farm. For example, early buyers of the CD player risked that few CDs would be recorded before the CD player went the way of the 8 track player.


For example, birth control is incompatible with religious beliefs that predominate in some areas, and a computer database is incompatible with a large, established card file. Very little usually changes from year to year in automobiles, and even automobiles of the 1990s are driven much the same way that automobiles of the 1950 were driven. Some products, such as cellular phones, fax machines, and ATM cards, have a strong relative advantage. While 3M puts its brand name on a great diversity of products, Proctor & Gamble, on the opposite extreme, maintains a separate brand name for each product.
For example, Mars was originally a small brand that focused on liquor filled chocolate candy. Long warranties often signal to consumers that the product is of good quality since the manufacturer is willing to take responsibility for its functioning. A computer, for example, is a tangible product, but it often comes with a warranty and software updates.
Robert's expert knowledge along with his thorough and calm nature is a breath of very supportive and valuable fresh air.
As a result, the level of investment and the time to market requirements are usually very different. It goes without saying that you need to be smart about what makes sense to standardize on Drupal, and what not to standardize on Drupal. With that, we are acting as a software publishers for these and other distributions developed by partners within the Drupal community; supporting the marketing, promotion, support, and ongoing development of distributions to extend the capability of the companies who have incubated these incredible products.
Mollom for spam filtering, New Relic for application profiling, etc), but we'll soon be opening up the Acquia Network as a ‘service delivery platform' and marketplace for additional services. Shopping goods, in contrast, are goods in which the consumer is willing to invest a great deal of time and effort. Boeing, for example, has both a commercial aircraft and a defense line of products that each take advantage of some of the same core competencies and technologies of the firm. Some firms can only survive if they innovate frequently and have stockholders who are willing to take this risk. Frequently, unfortunately, the product will reach a maturity stage where little growth will be seen.
Thus, it was necessary to a€?jump starta€? the process, signing up large corporate accounts, under favorable terms, early in the cycle, after which the cards became worthwhile for retailers to accept. Agricultural extension agents then sought out the most progressive farmers to try hybrid corn, also aiming for farmers who were most respected and most likely to be imitated by others. Other products, such as automobile satellite navigation systems, entail some advantages, but the cost ratio is high.
For example, travel agents who get used to booking online may be unable to process manual reservations.
In general, the use of brand extensions should be evaluated on the basis of the compatibility of various productsa€”can the same brand name represent different products without conflict or confusion? It is widely believed, for example, that the a€?Intel insidea€? messages, which Intel paid computer makers to put on their products and packaging, reduced the value of the computer makersa€™ brand names because the emphasis was now put on the Intel component. For example, consumers will spend a great deal of time looking for a new car or a medical procedure.
For example, Hewlett-Packard has to constantly invent new products since competitors learn to work around its patents and will be able to manufacture the products at a lower cost. Products can also be new to the firma€”another firm invented the product, but the firm is now making its own version. Lower priced products often spread more quickly, and the extent to which the product is trialable (farmers did not have to plant all their land with hybrid corn at once, while one usually has to buy a cellular phone to try it out) influence the speed of diffusion.
Store, or private label brands are, as the name suggests, brands that are owned by retail store chains or consortia thereof.
This represents a wide product mix 3M, for example, makes a large assortment of goods that are thought to be related in the sense that they use the firma€™s ability to bond surfaces together.
Some products may also reach a decline stage, usually because the product category is being replaced by something better. For example, IBM did not invent the personal computer, but entered after other firms showed the market to have a high potential. Instead, many started out with a fraction of their land, and gradually switched to 100% hybrid corn when this innovation had proven itself useful. Finally, the extent of switching difficulties influences speeda€”many offices were slow to adopt computers because users had to learn how to use them.
In the old days, available sweeteners such as saccharin added an undesirable aftertaste, implying a clear sacrifice in taste for the reduction in calories.
For example, typewriters experienced declining sales as more consumers switched to computers or other word processing equipment.
In general, discontinuous innovations are more difficult to market since greater changes are required in the way things are done, but the rewards are also often significant.
Maybelline offers a great deal of depth in lipsticks with subtle differences in shades while Morton Salt offers few varieties of its product.
However, because the chains do not have the external brand building costs, the margins on the store brands are often higher. When a new product comes out, it is likely to first be adopted by consumers who are more innovative than othersa€”they are willing to pay a premium price for the new product and take a risk on unproven technology. Retailers have a great deal of power because they control the placement of products within the store.
It is important to be on the good side of innovators since many other later adopters will tend to rely for advice on the innovators who are thought to be more knowledgeable about new products for advice.
Because consumers tend to be attracted to a€?new and improveda€? products, the Federal Trade Commission (FTC) only allows firms to put that label on reformulated products for six months after a significant change has been made. Many place the store brand right next to the national brand and place a sign highlighting the cost savings on the store brand.



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