New products can be a compelling—and profitable—way for brands to deliver functional benefits while building and reinforcing customer loyalty. However, according to Harvard Business School professor Clayton Christensen, more than 30,000 new products are introduced into the marketplace each year—and 80 percent of them fail. The reason, he asserts, has less to do with the products themselves and more to do with the company’s failure to cover key basics during product conceptualization, development and commercialization planning.
These fundamentals are key to product launch success and include proper validation of the problem to be solved, market size and profit potential estimates, competitor response or “window of opportunity” assessment, defining channels for reaching the customers and, most importantly, understanding what actually motivates and triggers a consumer to make a purchase.
The Bloodhound Group has a skilled team of product development experts who understand and have deep experience implementing this product conceptualization process. In response to the growing number of requests for BHG involvement in the new product development arena, we are excited to welcome Greg Naderi and Tatyana Petrova to our team of professionals.
Greg has launched more than 50 cybersecurity, mobile and software products in more than 40 countries, including the first mobile SaaS platform built around Oracle, Good and Blackberry. Having raised over $20 million in venture capital, Greg enjoys leveraging his startup experience to optimize hyper-growth, go-to-market models for small to mid-sized companies who wish to punch above their weight class. He is fascinated with the psychology of UX/UI/CX and has built an expertise in B2B software commercialization. In addition to being spotted on major cable news channels and in business journals, he has presented on cloud strategies, managed services, cybersecurity and ethical hacking at universities and global conferences. Greg currently serves as an advisor and mentor for the Center for Entrepreneurial Development in North Carolina’s Research Triangle Park.
Tatyana’s experience includes 20 years of working in the technology sector with companies large and small, from product management with SAS Institute to wearing multiple hats as an entrepreneur. Currently, she works with technology-centric companies, coaching them through product discovery and conceptualization to ensure the product investments they make are right for their businesses, tackling the right problems for the right customers.
Along with BHG founder and CEO Jim Cobb, both Tatyana and Greg serve as mentors in the North Carolina State University Poole Graduate School of Management TEC (Technology, Entrepreneurship and Commercialization) program.