Digital Orchestration Consulting

Strategy - Design - Engineering - Security - Management

A Better Light BulbThe Digital Product Development Process

Build a better mousetrap, and the world will beat a path to your door

Ralph Waldo Emerson

Today, all companies are software companies.

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Digital Products▪ Phone & tablet applications▪ Dashboards▪ IoT▪ Websites▪ Web applications▪ System integrations

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J.Michael Edwards-Toepel

Solution EngineerBusiness Analyst

● Delivered 234 Solutions

● University of Minnesota Business School Grad

● Numbers nerd

● Heard more pitches than Goldy

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Douglas Linsmeyer

Principal Software EngineerStrategy Consultant

● Architected dozens of products

● “Idea guy” (Problem solver)

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Why use a framework?

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Avoid pitfalls▪ Cart before the horse▪ Team misalignment▪ Market misalignment▪ Personal biases▪ Tunnel vision▪ Unclear purpose

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01 03 05

0402 06

Define.

Ideate.

Filter.

Plan.

Execute.

Support.

Develop your market demand & product.

Get creative and find solutions.

Vet, validate and prioritize the solutions.

Write it down. Write it ALL down.

Define the opportunity or problem space.

Customers. Employees. Growth.

Product Development Framework

START END

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"E-Commerce sales are expected to increase annually by 17%, reaching $414 billion by 2018. Consumers are increasingly purchasing staple products online. Marketing for lightbulbs has been historically plagued by buyer timing vs. education and sales cycle..."

define.

Example

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▪ Be objective▪ Support with data & statistics▪ Frame the context▪ Opportunity cost▪ Use tools

– Demand-pull or Knowledge-push– SWOT

define.

Key Takeaways

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01 03 05

0402 06

Define.

Ideate.

Filter.

Plan.

Execute.

Support.

Develop your market demand & product.

Get creative and find solutions.

Vet, validate and prioritize the solutions.

Write it down. Write it ALL down.

Define the opportunity or problem space.

Customers. Employees. Growth.

Product Development Framework

START END

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ideate.▪ Smartphone app▪ Website▪ 3D printed light bulbs▪ Augmented reality▪ Cost/savings calculator▪ "Dollar Shave" model▪ IoT meter

Examples

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ideate.▪ Use tools▪ Don't shoot holes▪ Cast a wide net▪ Write them ALL down

Key Takeaways

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01 03 05

0402 06

Define.

Ideate.

Filter.

Plan.

Execute.

Support.

Develop your market demand & product.

Get creative and find solutions.

Vet, validate and prioritize the solutions.

Write it down. Write it ALL down.

Define the opportunity or problem space.

Customers. Employees. Growth.

Product Development Framework

START END

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filter.

Pass/Fail

IdeaIs it technically

feasible?

Does it address the

opportunity?Is it wanted? ...

Idea #1 ✔ ✔

Idea #2 ✔ ✔

Idea #3 ✔ ✔ ✔

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filter.

Matrix Scoring

IdeaMarket

AttractivenessReward vs.

RiskCost/Time to

Market...

Idea #1 1 3 2

Idea #2 4 2 5

Idea #3 5 5 4

1 = Poor fit 5 = Great fit

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▪ Pass/fail, then scoring▪ Limit research to 10,000 ft.▪ Scale 1-5 or 1,2,3,5,8▪ Thunderdome

filter.

Key Takeaways

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01 03 05

0402 06

Define.

Ideate.

Filter.

Plan.

Execute.

Support.

Develop your market demand & product.

Get creative and find solutions.

Vet, validate and prioritize the solutions.

Write it down. Write it ALL down.

Define the opportunity or problem space.

Customers. Employees. Growth.

Product Development Framework

START END

Luck is the intersection of opportunity and preparation.

Seneca

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plan.▪ Staff growth plan▪ Go-to-market plan▪ Marketing plan▪ Financial modeling▪ Software dev plan▪ Capital fundraising plan▪ Customer support plan▪ Channel partners plan

So many plans...

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plan.▪ Resist rushing into execution▪ Have a value proposition▪ Define an MVP & roadmap▪ Identify operational KPI's▪ Roles & responsibilities▪ Hope is not a plan▪ Fail early

Key Takeaways

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01 03 05

0402 06

Define.

Ideate.

Filter.

Plan.

Execute.

Support.

Develop your market demand & product.

Get creative and find solutions.

Vet, validate and prioritize the solutions.

Write it down. Write it ALL down.

Define the opportunity or problem space.

Customers. Employees. Growth.

Product Development Framework

START END

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execute.

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▪ Start your demand engine▪ Find your early adopters▪ Design/build your MVP▪ Generate sales collateral▪ Find your people

execute.

Put rubber to road

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▪ Stick to your MVP▪ Stick to your MVP▪ Stick to your MVP▪ Don't take your eye off the ball

execute.

Key Takeaways

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01 03 05

0402 06

Define.

Ideate.

Filter.

Plan.

Execute.

Support.

Develop your market demand & product.

Get creative and find solutions.

Vet, validate and prioritize the solutions.

Write it down. Write it ALL down.

Define the opportunity or problem space.

Customers. Employees. Growth.

Product Development Framework

START END

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support.New Product Development Process

Product Improvement

Process

Product Management

ProductLifecycle

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support.▪ Transitional period▪ Focus on the customer experience▪ Find operational efficiencies▪ Use conversion funnelling▪ Don't forget to celebrate

Key Takeaways

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dlinsmey@nerdery.com

j@nerdery.com

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01 03 05

0402 06

Define.

Ideate.

Filter.

Plan.

Execute.

Support.

Develop your market demand & product.

Get creative and find solutions.

Vet, validate and prioritize the solutions.

Write it down. Write it ALL down.

Define the opportunity or problem space.

Customers. Employees. Growth.

Product Development Framework

START END