Productisation
Productisation defines an offering’s standard features, price and other terms of trade and thereby the value proposition and business case for customers. Productisation through specification standardises common elements in products and services. It sets the technical, business (including marketing and management) and legal perimeters for an offering. For example, with software the common elements set by productisation typically are the software’s business model, target market, marketing and distribution strategy, functions, price, performance characteristics and level of support. Productisation can be contrasted to customisation. Productisation increases an offering’s capital intensity and maximises economies of scope and scale. Tools which can assist productisation include an offering's project plan, deal memo, glossary, map and set of definitions.