Product Management and Execution
Adept at wearing many hats, I have deep expertise in researching market and user needs in many domains. With a systems view and high analytical and collaboration skills, I help teams understand what effective products to build, and the most efficient way to build them.
Market expansion into the United States
Leveraging market research, competitor analysis, and financial modelling, I crafted a data-driven US market entry strategy that will generate return on investment within 5 years.
Identifying Target
Personas
A hypothesis-driven research project that helped identify segments and evolve My BRANZ Knowledge into a competitive construction industry information hub.
Taming the
Chaos
By understanding core principles of continuous flow and focus, I employed Kanban method to help the team set up workflows and prioritisation criteria to increase development outcomes.
Market expansion into the US for Storbie
1 - Deep dive into Pharmacy Business behaviour
2 - Map pharmacy presence in the US
3 - Storbie’s strengths
5 - Execute a B2B2C model in US
6 - Investment & ROI
Deep market research and investment presentation
Storbie, a website provider for Vets and Pharmacies, sought US expansion. To navigate the complex US market, we conducted deep dives into consumer behaviour, competitor landscapes, and regulations. We also analysed the growing importance of Google Shopping in influencing online pharmacy purchases.
Working closely with the client, we crafted a data-driven US entry strategy. Our proposal suggests a partnership approach in Texas, California and New York, with investment in a dedicated US-based Sales person.
Storbie's leadership team loved the presentation, highlighting its strategic alignment with their vision. Most importantly, they implemented the strategy, solidifying the success of our data-driven approach.
Identify Target Personas
for BRANZ
BRANZ is a construction research, testing and consulting company. The MyBRANZ Knowledge platform, designed to empower builders with valuable resources, wasn't seeing the traction it deserved. To help them unlock the full potential of this platform, I led a project to understand their target audience better.
Leveraging hypothesis-driven research, my team conducted 22 in-depth interviews across 6 distinct builder segments. We wanted to understand their information needs and preferred information channels.
The research revealed two primary builder segments with unique needs. Using these insights, we recommended a strategic evolution of the platform. This evolution will not only reflect the specific needs of these segments but also ensure MyBRANZ Knowledge stands out from other construction industry information hubs.
Target Customer Segment
Taming the Chaos
for Thankyou Payroll
ThankYou Payroll, a mid-size SaaS company, faced challenges due to a lack of structure in its development lifecycle. Unassigned tasks, project delays, and unclear workflows hampered efficiency.
I addressed these issues by introducing a Kanban flow which tracks work stages and limits work-in-progress. Furthermore, the cynefin framework guided the knowledge and problem-solving systemisation. Standardised workflows from discovery to launch fostered clear task ownership and reduced bottlenecks.
The results were impressive. Development velocity increased by 8x, signifying a significant boost in completed work. Clear ownership and streamlined workflows not only improved communication and efficiency, but increased team dynamics.
Kanban implementation
Contact
Let’s cook up products with plenty of courage, slices of ideas and pottles of collaboration
MP
Merissa Parkinson
Phone
+ (64) 27 617 0826