Look Beyond the Product
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1 Look Beyond the Product Steve Johnson Under 10
2 h"p://
3 Products get released by individual heroics. CMMI Level 1 COPYRIGHT 2014 UNDER 10 CONSULTING, LLC.
4 So, we re in complete agreement?
5
6 ?
7 The road to hell is paved with good intentions. Saint Bernard of Clairvaux, French abbot of the reforming Cistercian order COPYRIGHT 2014 UNDER 10 CONSULTING, LLC.
8 ?
9
10 Define Design & deliver Refine
11 Before: focus on product Product Promo2on Business Market Business Sales Market Support Define Design & deliver Refine COPYRIGHT 2014 UNDER 10 CONSULTING, LLC.
12 Now: extend your view Product Promo2on Business Market Business Sales Market Support Define Design & deliver Refine COPYRIGHT 2014 UNDER 10 CONSULTING, LLC.
13 Business Goals Market Goals Product Promo2on Sales Support Business Results Market Results Define Design & deliver Refine
14 Simply having a formal process is itself a best practice. Robert G. Cooper and Scott J. Edgett, Best Practices in the Idea to Launch Process, April 2012 COPYRIGHT 2014 UNDER 10 CONSULTING, LLC.
15 CONCEPT Idea defini2on Strategic alignment Domain leverage Technology approach Market priori2es Compe22ve landscape BUSINESS AND MARKET Market defini2on Market problems research Compe22ve offerings Product plan Financial forecast Porfolio roadmap PRODUCT OR SOLUTION Product roadmap User profiles (who) Requirements (what) Specifica2ons (how) User experience design Architecture design PROMOTION Buyer profiles Product posi2oning Market messaging Promo2onal plan Launch plan Win/Loss analysis (many) SALES AND SELLING Product training Compe2tor profiles Sales process (documented) Sales enablement tools Pricing model & discoun2ng Win/Loss repor2ng (one) SUPPORT AND OPERATIONS Standard deliverables (SOW) Implementa2on planning Product exper2se support Staff mentoring Product training Support dashboard Each organization is unique RETROSPECTIVE Process review Financial review Product refinements Market penetra2on Sales approach Customer success profiles Define Design & deliver Refine
16 CONCEPT BUSINESS & MARKET PRODUCT OR SOLUTION PROMOTIONAL MARKETING SALES & SELLING SERVICES & SUPPORT RETROSPECTIVE Idea defini2on Business plan Product plan Marke2ng plan Sales process (documented) Standard deliverables Product scorecard Strategic alignment Market defini2on Product roadmap Promo2onal plan Sales enablement tools Implementa2on planning Process review Domain leverage Market problems research Product stories & personas (who) Market stories & personas (who) Discoun2ng schedule & approvals Product exper2se support Financial review (P&L) Technology approach Corporate competencies Priori2zed feature list (when) Product posi2oning Revenue forecas2ng (monthly) Inventory planning Business review Market priori2es Pricing model Requirements (what) Market messaging Delivering presenta2ons & demos Staff mentoring Market review Compe22ve landscape Buy, Build, or Partner Specifica2ons (how) Launch Plan Staff mentoring Product training Sales approach Porfolio roadmap Innova2on Development support Promo2onal content Win/Loss repor2ng (one) Support dashboard Customer success profiles Compe22ve offerings User experience and architecture design Win/Loss analysis (many) Compe2tor ba"le cards Financial forecast Feature acceptance/ valida2on Product training
17 Under10 Playbook Canvas Prepared for: By: MARKET Exper2se: Market BUSINESS Exper2se: Business CORPORATE Exper2se: Business Roles & responsibili2es Strategy Canvas (BOS) Growth- Share Matrix (BCG) Three Horizons (TCG) Product/Market matrix (Ansoff) Competencies Authority Systems Passion Innova2on Research Exper2se PRODUCT Exper2se: Technology PROMOTION Exper2se: Market SELLING Exper2se: Market SUPPORT & OPERATIONS Exper2se: Opera2ons MARKET RESULTS Exper2se: Market BUSINESS RESULTS Exper2se: Business PERSONAL Exper9se Business Market Technology Opera2ons Domain Communica9on Speaking truth to power Influence through authority Influence through reason Influence through passion DEFINE DESIGN & DELIVER REFINE 1408 Copyright Under10 Consul2ng, LLC
18 Under10 Playbook Canvas Prepared for: By: MARKET GOALS Exper2se: Market Feasibility assessment Competitive landscape Success metrics PRODUCT Exper2se: Technology Product stories & personas Feature priority list Product journal MARKET RESULTS Exper2se: Market Success profiles Market review BUSINESS GOALS Exper2se: Business Business canvas Portfolio roadmap Business goals PROMOTION Exper2se: Market Market stories & personas Promotional priority list Launch plan BUSINESS RESULTS Exper2se: Business Process retrospective Business review CORPORATE LEVERAGE Exper2se: Business Roles & responsibili2es Strategy Canvas (BOS) Growth- Share Matrix (BCG) Three Horizons (TCG) Product/Market matrix (Ansoff) Competencies Authority Systems Passion Innova2on Research Exper2se SELLING Exper2se: Market Pricing & discounting schedules Sales enablement priority list Battle cards SUPPORT & OPERATIONS Exper2se: Opera2ons Delivery plan Support plan Operations plan PERSONAL Exper9se Business Market Technology Opera2ons Domain Communica9on Speaking truth to power Influence through authority Influence through reason Influence through passion DEFINE DESIGN & DELIVER REFINE 1408 Copyright Under10 Consul2ng, LLC
19 Breakout! Use the Playbook Canvas to identify the artifacts needed for your organization COPYRIGHT 2014 UNDER 10 CONSULTING, LLC.
20 Discussion! Which artifacts are required?! Which can be discontinued? COPYRIGHT 2014 UNDER 10 CONSULTING, LLC.
21 Under10 Product Scorecard Market goals Product Market results Business goals Promo2on Sales Business results Corporate goals Support COPYRIGHT 2014 UNDER 10 CONSULTING, LLC.
22 Under10 Product Scorecard What are the success Market goals Improve share from 8% to 11% Product 192 user stories delivered; 17 sprints Market results (share) metrics for your team? Promo2on 13% Business goals Marketing plan: $4m 1284 leads delivered Achieve $40M in revenues Corporate goals Sales 53% of sales team trained; all of SEs Business results (profit/loss) Launch new product line Support Capacity: 300 new sites $42m COPYRIGHT 2014 UNDER 10 CONSULTING, LLC.
23 Big companies can be agile too!
24 But with today s methods, we can also build the wrong product faster than ever.
25
26 Playbook journey This is the foundation of our workshops Roles and responsibili2es Business strategy Market personas Priori2za2on Product stories Roadmap Release planning Product launch Retrospec2ve COPYRIGHT 2014 UNDER 10 CONSULTING, LLC.
27 Learn more at h"p://
28 1. Assign responsibilities 2. Define your ideal planning process 3. Meet your market with qualitative interviews 4. Plan and execute a quantitative survey 5. Refresh and prioritize your roadmap or backlog 6. Create/revise your buyer and user personas 7. Learn to write clear requirements 8. Create/revise product positioning 9. Reassess and identify areas for improvement
29
30 If W. Edwards Deming you can t describe what you are doing as a process, you don t know what you are doing. COPYRIGHT 2014 UNDER 10 CONSULTING, LLC.
31 Optimize your planning process Steve Johnson Under 10
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