Module Platform Business Analysis

by Gerrit Muller Embedded Systems Institute

e-mail: gerrit.muller@embeddedsystems.nl
www.gaudisite.nl

Abstract
This module provides an approach to analyse market and business to help in
defining the platform scope.

The complete course PEVOCTM is owned by Embedded

Systems Institute. To teach this course a license
from Embedded Systems Institute is required. This
material is preliminary course material. The final February 17, 2010
material and course information can be found at: status: planned
www.esi.nl/cursus. version: 0.2
Approach to Platform Business Analysis

explore markets, customers, products and technologies

study one customer and product

make map of customers and market segments

identify product features and technology components

make maps: market segments - customer key drivers
customer key drivers - features
features - products
products - components

determine value of features

identify synergy and (potential) conflicts

create roadmap and short term plan

Module Platform Business Analysis version: 0.2

c 2006, Embedded Systems Institute February 17, 2010
2 c 2006, Gerrit Muller MPBAapproach
Explore Markets, Customers, Products and Technologies

market segments customers products technology

cost volume basic

Asian Asian Won JJ 1800k/hr
P1800 feeding power
country city Lan express feeder
quality traffic
US
African P1900
buffer 2100k/hr buffering heating
private
cost
quality
US Pretoria
Johnson hf feeder cooling
social national
EU P2200 2100k/hr cleaning
power taste
sunp. fast
imaging
traffic
volume
EU feeder
Colum P2600 3000k/hr
quality bia buffer
cost

brain storm and discuss time-boxed

Module Platform Business Analysis version: 0.2

c 2006, Embedded Systems Institute February 17, 2010
3 c 2006, Gerrit Muller MPBAexplore
Study one Customer and Product

What does Customer need

in Product and Why?
Product
How
Customer Customer Product
What How What

Customer Application Functional Conceptual Realization

objectives

Key drivers Derived application drivers Requirements acquisition

basic acquisition
processing
compress
encoding
Early hazard detection Automatic upstream product
Safety Reduce Accident rates accident detection
with warning and signalling
Enforce law excluding options storage
Maintain safe road Weather condition
dependent control
Improve Emergency condition optional option display de-
Response Automatic counter display
processing compress decoding
Classify and track dangerous flow traffic detection
Effective goods vehicles
Reduce delay due to accident De-icing option dependency
Flow Detect and warn Traffic condition
Improve average speed non compliant vehicles dependent speed control
Improve total network throughput
Enforce speed compliance view
applications view PIP adjust
Optimise road surface TXT
Enforce red light compliance
Speed up target groups viewport menu browse
Enforce weight compliance services
Anticipate on future traffic condition toolboxes file-
audio video TXT etc. networking
Smooth system
Ensure Traceability drivers scheduler OS
Operation driver
Ensure proper alarm handling frame-
tuner MPEG DSP CPU RAM etc
buffer
Ensure system health and fault indication hardware
Note: the graph is only partially elaborated signal processing subsystem control subsystem
Environment Reduce emissions for application drivers and requirements domain specific generic

Module Platform Business Analysis version: 0.2

c 2006, Embedded Systems Institute February 17, 2010
4 c 2006, Gerrit Muller MPBAproductMarket
Make Map of Customers and Market Segments

functionality
performance

P2600

P2200

change
maturity
P2000 variation
P1900

P1800

cost

Module Platform Business Analysis version: 0.2

c 2006, Embedded Systems Institute February 17, 2010
5 c 2006, Gerrit Muller MPBAproductMarketMap
identify product features and technology components

features
applications adjust order work flow
basic

services prepare packing process fast

browse
1800k/hr 2100k/hr 3000k/hr toolboxes imaging
buffering cooling heating cleaning feeding
file-
networking
system
buffer drivers drivers scheduler
driver OS
store conveyor robot
sunp. hardware CPU RAM etc
climate handling
power
hf subsystem subsystem control subsystem
feeder
feeder
domain specific generic

Module Platform Business Analysis version: 0.2

c 2006, Embedded Systems Institute February 17, 2010
6 c 2006, Gerrit Muller MPBAfeaturesTechnology
Mapping From Markets to Components

basic adjust order work flow

1800k/hr 2100k/hr 3000k/hr prepare packing process

browse fast imaging
bufferi cooli heati clean feedi
buffer ng ng ng ing ng file-
networking
mature changing system
performing performing drivers drivers scheduler
OS
sunp. store conveyor robot
CPU RAM etc
changing
mature cost climate handling
cost feeder hf feeder power
subsystem subsystem control subsystem

market segments customer key drivers features components

1 4

products
3
2
cost P1800

power P1900
traffic
P2200
volume
P2600
quality

taste

Module Platform Business Analysis version: 0.2

c 2006, Embedded Systems Institute February 17, 2010
7 c 2006, Gerrit Muller MPBAmapping
Example Criteria for Determining Value

• Value for the customer

• (dis)satisfaction level for the customer

• Selling value (How much is the customer willing to pay?)

• Level of differentiation w.r.t. the competition

• Impact on the market share

• Impact on the profit margin

Use relative scale, e.g. 1..5 1=low value, 5 -high value
Ask several knowledgeable people to score
Discussion provides insight (don't fall in spreadsheet trap)

Module Platform Business Analysis version: 0.2

c 2006, Embedded Systems Institute February 17, 2010
8 c 2006, Gerrit Muller MPBAvalueCriteria
Determine Value of Features

products
P1800 P1900 P2200

market share

market share

market share
satisfaction

satisfaction

satisfaction
sales price

sales price

sales price
customer

customer

customer
feeder 1 5 4 3 4 4 4 5 5
features

hf feeder

buffer 4 3 4 5 3 4 4 3 4

sunpower 2 2 1 2 2 1 2 2 4

Module Platform Business Analysis version: 0.2

c 2006, Embedded Systems Institute February 17, 2010
9 c 2006, Gerrit Muller PFproductFeatureMapWithNumbers
Example Platform Scoping

shared core
technology

intelligent Closed
buildings motorway
management Circuit TV

heterogeneous domains audio

and application broadcasting
railway
stations access
control
airport
terminals networking

Module Platform Business Analysis version: 0.2

c 2006, Embedded Systems Institute February 17, 2010
10 c 2006, Gerrit Muller HMPAprojectsCase