An OEM start-up developing a new electric light commercial vehicle needed to recalibrate engineering and manufacturing plans to match customer requirements and ensure a commercially successful product launch.
Our methodology
Facilitated joint engineering and commercial project team to address key issues.
Reviewed Bill of Materials (BOM) cost, production readiness, product definition, Job 1 product requirements, market requirements and commercial opportunity.
Provided market intelligence and data to establish total addressable and serviceable addressable markets (TAM/SAM) in UK, EU and Rest of the World.
Set up Voice of the Customer workshops.
Established product management function and provided interim resourcing.
Recruited full time product manager.
The outcome
Market
Start: UK, EU and RoW light commercial electric vehicle ambition
End: Prioritised markets and sectors based on market data, intelligence and insight
Clear understanding of market needs and requirement, barriers to entry and opportunities.
Customers
Start: Initially, not defined but generally all owner drivers of LCV in and around urban areas
End: Understood customer needs directly. Tailored offers to new customer profiles, from single owner driver to large commercial fleet operators based on their individual requirements.
People
Start: Strong engineering and product development but not aligned to commercial departments. No product management.
End: Focus across all business functions to understand and meet customer needs. Subsequent project aligned business and engineering roadmaps.
Full-time product manager appointed
Commercial
Start: Strong commercial team but not focused on product management.
End: Product clearly defined and TCO modelling developed. Use cases produced covering all customer types and evolved business plan.
Enabled the sales and marketing teams to prioritise key markets, using segmented and defined addressable markets in UK and globally.
The development and production of the electric LCV passed through product gateways following the alignment of engineering with the market requirements.
Enabled tactical pricing for customer requirements using the TCO model to demonstrate competitiveness.
Maximised revenue per unit from cost-down project to reduce BOM and manufacturing costs.
Embedded voice of the customer and market insight through recruitment of full time, experienced, product manager.
