Resources: Archives — Past Meetings 2004

(Past Meetings: 2004 2003 2002)

April 21, 2004

From Salad Dressing to Software: Lessons across industries in building a business case for new products

Building a business case for pursuing a new product idea has never been easy. Every industry has its own view on how to assess viability of new products at each stage of the product lifecycle. And all companies, from startups to large ones, struggle with this. Are there any common themes that run across industries? Can we learn from these to improve new product success rates? After all, is there anything common in launching a new flavor of salad dressing versus a new type of software application? This explores some themes that are common across industries to building a successful business case.

About the Speaker

Anurag Wadehra - Vice President, Marketing, Siperian

Anurag Wadehra brings more than 18 years of business experience to Siperian. Anurag directs all marketing activities including product and market strategy, branding, field and technical marketing, product marketing and management, marketing communications and public relations.

Anurag has led product and corporate marketing programs for both cutting-edge enterprise software companies as well as Fortune 100 corporations. He most recently acted as Vice President of Marketing for Intersperse, an application infrastructure management startup. Before joining Intersperse, Anurag assisted CEOs of venture-backed enterprise software startups in defining their core company strategies, product positioning and value propositions. He co-founded and served as CEO of Chingari Inc., an enterprise software company helping Fortune 500 companies to conceive, develop and launch new products and services faster. He also held senior marketing positions at i2 Technologies, Kraft Foods, and Procter and Gamble.

(presentation PPT 336Kb )