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Waqas Shah
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While it seems that everybody else is done with their Capstone projects, I still have some finishing touches to add to mine. I had my final client meeting this past week. It served as the perfect dry run for my final presentation on June 2nd. I gave an overview of my entire work to Bill Kramer (CFO), Greg Kramer (Manager, Manufacturing Technology), Mr. Kramer Sr. (CEO), Elliot Adams (VP, Business Development) and Russel Adams (General Manager, U.S. MicroJet). I presented the project objectives, market research findings and recommendations for pricing, distribution and communications strategy. The idea behind bringing all members... Continue reading
Posted May 24, 2010 at Waqas Shah's blog
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While it seems that everybody else is done with their Capstone projects, I still have some finishing touches to add to mine. I had my final client meeting this past week. It served as the perfect dry run for my final presentation on June 2nd. I gave an overview of my entire work to Bill Kramer (CFO), Greg Kramer (Manager, Manufacturing Technology), Mr. Kramer Sr. (CEO), Elliot Adams (VP, Business Development) and Russel Adams (General Manager, U.S. MicroJet). I presented the project objectives, market research findings and recommendations for pricing, distribution and communications strategy. The idea behind bringing all members... Continue reading
Posted May 24, 2010 at CAPSTONE!
Waqas Shah is now following Sachin Sahni
May 15, 2010
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My last project review meeting with Drew produced two key takeaways. Firstly, we decided that since I had received a better response from the sailplane sector, I will be focusing on tailoring the value proposition for sailplane users of the AT-2000. Secondly, we discussed the possibility of creating what Drew called "heart loyalty" for U.S. Microjet. Considering the nature of the product and the highly informed customer base, that would be a challenging task. I believe, however, that a well-structured Attribute Value Mapping exercise will go a long way in making this goal a reality. Attribute Value Mapping is an... Continue reading
Posted May 10, 2010 at CAPSTONE!
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My last project review meeting with Drew produced two key takeaways. Firstly, we decided that since I had received a better response from the sailplane sector, I will be focusing on tailoring the value proposition for sailplane users of the AT-2000. Secondly, we discussed the possibility of creating what Drew called "heart loyalty" for U.S. Microjet. Considering the nature of the product and the highly informed customer base, that would be a challenging task. I believe, however, that a well-structured Attribute Value Mapping exercise will go a long way in making this goal a reality. Attribute Value Mapping is an... Continue reading
Posted May 10, 2010 at Waqas Shah's blog
This past week I conducted two telephonic interviews of potential turbojet buyers. The objective of these interviews was two-fold. Firstly, I wanted to gather more responses on my survey questions and secondly, I wanted to strengthen the online survey findings by engaging in unstructured dialogue with the buyers. One of the objectives of qualitative research is to provide depth of understanding by building upon the quantifiable data that has been collected through other means, e.g. surveys. Qualitative research does this by engaging what we may call 'the human instrument'. Data is mediated through the human instrument i.e. the researcher as... Continue reading
Posted Apr 26, 2010 at Waqas Shah's blog
This past week I conducted two telephonic interviews of potential turbojet buyers. The objective of these interviews was two-fold. Firstly, I wanted to gather more responses on my survey questions and secondly, I wanted to strengthen the online survey findings by engaging in unstructured dialogue with the buyers. One of the objectives of qualitative research is to provide depth of understanding by building upon the quantifiable data that has been collected through other means, e.g. surveys. Qualitative research does this by engaging what we may call 'the human instrument'. Data is mediated through the human instrument i.e. the researcher as... Continue reading
Posted Apr 26, 2010 at CAPSTONE!
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Now one weak into the second phase of the project, I have started developing a pricing strategy for the AT-2000 engine. The management at U.S. MicroJet has already decided that the engine will be priced at $32,500. My job is to assess the validity of this price-making decision in the light of competitive offerings and to recommend a longer term pricing strategy that is based on the business objective. To do so, I consulted Christie Nordhielm's Big Picture framework for pricing, the essence of which lies in the economic theory of surplus. Economists talk about two types of surpluses, consumer... Continue reading
Posted Apr 20, 2010 at Waqas Shah's blog
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Now one weak into the second phase of the project, I have started developing a pricing strategy for the AT-2000 engine. The management at U.S. MicroJet has already decided that the engine will be priced at $32,500. My job is to assess the validity of this price-making decision in the light of competitive offerings and to recommend a longer term pricing strategy that is based on the business objective. To do so, I consulted Christie Nordhielm's Big Picture framework for pricing, the essence of which lies in the economic theory of surplus. Economists talk about two types of surpluses, consumer... Continue reading
Posted Apr 20, 2010 at CAPSTONE!
Waqas Shah is now following Jason Brewer
Apr 15, 2010
Yes, I would appreciate that.
Toggle Commented Apr 13, 2010 on The Aerial View at Waqas Shah's blog
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This was test up week. This is the point where I take the results from my market research and determine whether my progress so far is in alignment with the goals of the project. This is time for reflection. For taking three steps back from the trees and considering the forest. I wanted to check in on my goals, distance myself from The Tedious & Unimportant, and allocate my energy and time towards what's absolutely critical at this stage of the initiative. To do this, I had two meetings with my client this week. In my first meeting, I discussed... Continue reading
Posted Apr 12, 2010 at Waqas Shah's blog
This was test up week. This is the point where I take the results from my market research and determine whether my progress so far is in alignment with the goals of the project. This is time for reflection. For taking three steps back from the trees and considering the forest. I wanted to check in on my goals, distance myself from The Tedious & Unimportant, and allocate my energy and time towards what's absolutely critical at this stage of the initiative. To do this, I had two meetings with my client this week. In my first meeting, I discussed... Continue reading
Posted Apr 12, 2010 at CAPSTONE!
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Is innovative thinking a gift you're born with or is it a skill that can be acquired? In our first class of Systematic Innovation Tools, we learned that innovation is in fact a learnable skill. By applying certain systematic cognitive processes, product developers can generate truly innovative ideas. More importantly, one does not have to be a technical expert in a category to be able to generate ideas for innovative offerings in that category. This bold assertion will be put to test as my group tries to innovate a jet engine. Even though none of us has technical expertise in... Continue reading
Posted Apr 5, 2010 at Waqas Shah's blog
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Is innovative thinking a gift you're born with or is it a skill that can be acquired? In our first class of Systematic Innovation Tools, we learned that innovation is in fact a learnable skill. By applying certain systematic cognitive processes, product developers can generate truly innovative ideas. More importantly, one does not have to be a technical expert in a category to be able to generate ideas for innovative offerings in that category. This bold assertion will be put to test as my group tries to innovate a jet engine. Even though none of us has technical expertise in... Continue reading
Posted Apr 5, 2010 at CAPSTONE!
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Before the end of the last quarter, we discussed the five-box positioning tool that can be used to create a value proposition for an offering. Positioning, however, hinges upon the appropriate target segment. And the target segment cannot be determined unless one has clearly identified meaningful segments in the customer population. My work in the past few days has led to an interesting insight which might serve as a starting point towards the identification of meaningful segments in my client's customer base. Having gathered pricing information for most of the competitors, I had started gathering data on engine specifications such... Continue reading
Posted Mar 29, 2010 at Waqas Shah's blog
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Before the end of the last quarter, we discussed the five-box positioning tool that can be used to create a value proposition for an offering. Positioning, however, hinges upon the appropriate target segment. And the target segment cannot be determined unless one has clearly identified meaningful segments in the customer population. My work in the past few days has led to an interesting insight which might serve as a starting point towards the identification of meaningful segments in my client's customer base. Having gathered pricing information for most of the competitors, I had started gathering data on engine specifications such... Continue reading
Posted Mar 29, 2010 at CAPSTONE!
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These past two weeks, in between my primary research tasks, I have also been gathering information on Microjet's competitors in the small turbojets category. Information on pricing and applications is hard to come by and is therefore, understandably, very useful. Acquiring competitor intelligence is an art in itself. But for the sake of argument, let us assume that we are past the acquisition stage. How then, can a firm make use of competitor intelligence in the most effective manner? Some of the tough questions that marketing managers have to wrap their minds around are: Should we mimic our successful competitors?... Continue reading
Posted Mar 15, 2010 at Waqas Shah's blog
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These past two weeks, in between my primary research tasks, I have also been gathering information on Microjet's competitors in the small turbojets category. Information on pricing and applications is hard to come by and is therefore, understandably, very useful. Acquiring competitor intelligence is an art in itself. But for the sake of argument, let us assume that we are past the acquisition stage. How then, can a firm make use of competitor intelligence in the most effective manner? Some of the tough questions that marketing managers have to wrap their minds around are: Should we mimic our successful competitors?... Continue reading
Posted Mar 15, 2010 at CAPSTONE!
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After getting input from Microjet's management last week, I felt that some adjustments and improvements in the survey draft were in order. Remembering the old adage and a frequent quote of one our marketing professors, "garbage in, garbage out", I wanted to make sure that I create a survey that is capable of delivering the sort of insights that Microjet is looking for. I decided to look into the formal process which professional surveyors employ to create surveys. The website of the American Marketing Association turned out to be a great resource for that purpose. Articles on this subject helped... Continue reading
Posted Mar 8, 2010 at Waqas Shah's blog
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After getting input from Microjet's management last week, I felt that some adjustments and improvements in the survey draft were in order. Remembering the old adage and a frequent quote of one our marketing professors, "garbage in, garbage out", I wanted to make sure that I create a survey that is capable of delivering the sort of insights that Microjet is looking for. I decided to look into the formal process which professional surveyors employ to create surveys. The website of the American Marketing Association turned out to be a great resource for that purpose. Articles on this subject helped... Continue reading
Posted Mar 8, 2010 at CAPSTONE!
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This week I had my first official meeting with John and Russ from Microjet. I had met them earlier before finalizing the charter but because of the ambiguity and lack of direction at that time, I had not developed a clear sense of the role that they would be playing during this project. This week, however, I had an agenda. The first part of my agenda was to bring them up to speed with my progress so far and get their input on it. I wanted to familiarize them with the workplan that I had prepared with Bill. More importantly,... Continue reading
Posted Mar 1, 2010 at Waqas Shah's blog
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This week I had my first official meeting with John and Russ from Microjet. I had met them earlier before finalizing the charter but because of the ambiguity and lack of direction at that time, I had not developed a clear sense of the role that they would be playing during this project. This week, however, I had an agenda. The first part of my agenda was to bring them up to speed with my progress so far and get their input on it. I wanted to familiarize them with the workplan that I had prepared with Bill. More importantly,... Continue reading
Posted Mar 1, 2010 at CAPSTONE!
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This weekend I went to see the new Martin Scorsese movie, Shutter Island. Not surprisingly, the theater was packed. After the movie, two of my friends who had decided to watch The Wolfman instead, told us that there were hardly thirty people in the theater for that movie. Considering the hype around The Wolfman with its aggressive marketing campaign and strong performance in its opening week, I was a little surprised. Then yesterday, I read an article that described how the timely release of Scorsese's eerie psychological thriller had stolen horror fans away from The Wolfman, causing its second week... Continue reading
Posted Feb 22, 2010 at Waqas Shah's blog
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This weekend I went to see the new Martin Scorsese movie, Shutter Island. Not surprisingly, the theater was packed. After the movie, two of my friends who had decided to watch The Wolfman instead, told us that there were hardly thirty people in the theater for that movie. Considering the hype around The Wolfman with its aggressive marketing campaign and strong performance in its opening week, I was a little surprised. Then yesterday, I read an article that described how the timely release of Scorsese's eerie psychological thriller had stolen horror fans away from The Wolfman, causing its second week... Continue reading
Posted Feb 22, 2010 at CAPSTONE!