You are required to provide a brief overview of a proposed product concept, including the category and name of the product, the brand and associated services.

You will also state the geographic boundary of your analysis (Australia, Victoria, inner-city Melbourne etc.) and an expected price range. You will also need to clearly identify what problem your product will solve and for whom.

Graphilly: Project dashboards for agile delivery teams.

Agile practitioners understand that metrics and visibility are essential for enabling high performance teams by fostering continuous improvement and openness, but analysis and preparation of displays is time-consuming and error-prone.

Graphilly integrates with existing project-management tools to display a dashboard of agile metrics/graphs, allowing agile leaders and stakeholders to make smart decisions about how best to help the team deliver.

Graphilly will be available as an online subscription, targeted at English-speaking technology sectors, especially the US, UK, Australia and India, at a competitive price of $5-$15USD per month. Consulting services, on-premises installations and anonymous collection of analytics could also provide additional revenue streams.


Demand-Product Alignment

Make sure you include [Assignment 1A] in your final submission of this assignment. This does not contribute towards the word count.

External audit (500 words)

Carry out the external component of the demand-alignment audit as studied in Week 2: Auditing the marketing environment. Your goal is to understand what’s driving the demand ecosystem and the customers. You will therefore need to identify who the most powerful players are in the demand ecosystem.

Demand-product alignment audit outline
Level External tools and factors Influence/connections
Macro PESTEL The influence/connection between macro > meso; macro > micro.
Meso Demand ecosystem (information flows, cash flows, product flows) The influence/connection between meso > micro.
Micro Critical actors/agents/value adders in the demand process (ecosystem touchpoints). Could be consumers, purchasers, influencers, retailers.
Forecast three years

The external audit requires you to collect facts and data, which you will use to prepare the forecast and estimated demand for three years. Avoid collection of background data for data’s sake. The only decisions you need to make here are about what data to collect, from where and how to select for relevancy and usefulness. You must include three competitors or potential substitutes, unless you have evidence that there are none.

Forecast and estimated demand for three years (400 words)

Prepare a scenario forecast for the future demand of your product over the next three years. Use your own insights based on the factual analysis, draw conclusions and identify any assumptions you have made. Your forecast is qualitative, rather than quantitative.

You will need to use very concise English to present your findings and forecast within the word limit. Remember that relevance and usefulness in determining demand for your product in the next three years is all that is necessary. You are not expected to produce a macro-economic forecast.

Data sources must be cited, but no reference to academic theory is necessary in this assignment. You will demonstrate an understanding of what you have learnt through the application of the theory, rather than by reference to it.

The content covered in Week 3: Forecasting will help you with this section.

Supporting resources

The following resource will assist you with completing this assignment: Writing the essay (Links to an external site.) (Summers 2014).

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