“It usually begins with understanding who our customers are, both current and desired. Then we typically segment the customer base, so we know what set of problems each faces. Once we know that, we can understand which of those problems we want to solve, based on market size, ease of reaching them, and so forth. Once we know that, we think about pricing and packaging, offer development, and more strategic issues, such as the overall profitability of the product portfolio and how it affects the achievement of strategic goals.
