Over the past ten years, a new ‘Software Economy’ has emerged. Driven by fresh business models such as Software-as-a-Service (SaaS), and reinforced by a wide range of Internet-based technologies such as Cloud, Open Source and Web 2.0, this particular economy-based process is transforming the software industry, enabling Irish companies to reach global markets with a pay-per-use revenue model.
Enterprise Ireland provides a suite of programmes designed to help companies make the occasionally challenging transition to SaaS, internet marketing and product management, and to this end is assisting with a Product Management programme that brings together international and Irish expertise to take, initially, 20 Irish software companies on the product management journey.
Product Management is a key organisational function that oversees a product through all stages of its life-cycle, from start to finish, as well as spanning both product development and marketing functions. Adhering to a product management process ensures that companies are able to identify the right market and the right customer, build the right product, clearly articulate the business value of their product to their target market, deliver the product to the customer through the most effective channels and business models, and – crucially – know when to cease investment in a non-viable product or service.
From the programme, companies will learn how to connect their marketing and product development functions in a manner that will ensure their products always reflect precisely what the customer wants – and what the customer will pay for.The programme is aimed at software companies that, typically, have been trading for at least five years, have a strong record of R&D and exports, and whose revenues (again, typically) should be in excess of €2m.