Martin Price @martinprice

www.linkedin.com/in/mprice

Rapid Prototyping & Product Innovation at

Start Ups and Big Companies

Intro

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‣ 14+ years as Product Executive leading product management, UX, design, content & operations teams for large corporations & start-ups, also entrepreneur and startup founder

‣ Currently Sr Director Mobile Products @ OpenX experienced leading product strategy and working with CEO and exec teams at Yahoo! (8 Yrs), IAC, & top tier VC investors (Shasta, Clearstone+) at Geodelic

‣ Experience building compelling consumer experience for web, mobile & tablet devices and launching in global markets

‣ Experience building successful scalable ad tech products and API services at scale & integrating with partners industry globally

‣ Industry speaker & panelist on mobile at Mobile World Congress, Techcrunch Disrupt, VentureBeat Mobile Summit (invite only), CTIA, MobileBeat, AppNation, AppsWorld, Silicon Beach Fest + more

About me

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‣ Lead global rollouts of products in 24+ markets at Yahoo! in both Consumer space (yahoo.com homepage, my y! & toolbar) & Ad tech space (video ad products & rich media) incl. patents granted for Toolbar innovations at Yahoo!

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‣ Created a mobile cloud services and product innovation startup up Productsy from $0 to $1m revenue in 1 year with 0 funding

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‣ Built one of first local mobile advertising platforms in the industry at IAC and launched with Pandora as top 10 network in 2010

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‣ Lead the release of multiple product innovations at OpenX incl. new SDK’s, Video & this week the Native O|X exchange in Barcelona this week at MWC

Some wins

Product innovation - tips & tricks

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Product lessons learned‣Start to innovate - Get new stuff done every single day, push things fwd, do

things that will position you well 3-6-9 months out, not just parity work

‣Your job as a product person is not to necessarily come up with the best idea yourself, it's to pick the best idea to action and move it fwd

‣Build a great cross functional relationships and listen to your team and try to involve them in everything, more information & feedback is better always 

‣Give hard stuff and new stuff to developers quickly and let them play, hack and create help them do this faster and more aligned with industry

‣What’s the maximum you could learn with more people, access to tools and partners?  Then reduce down to the minimum you need to do to learn what you want to learn?  not the other way round….

‣A/B and multi variate test (always) useful if you want to prove something, otherwise can be busy work I.e. Squeeze more juice from lemon - optimization and minor improvements are not innovation, but they are part of core product management

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Create/Hack build stuff yourself‣Create yourself - create your own designs, concepts

wires etc,

‣Build & code yourself anything a webpage to describe the idea, a mock, a dummy app and then work with people to make it better

‣Get feedback quickly, show it to 10-20 people and comments feedback, record reactions etc.

‣Use tools as needed to get more info, user testing,

‣Buy traffic and point it at what your ideas, try to gain reactions, how many click to buy/try/test/opt into beta

‣Create a fake product and take it to a conference e.g. TC Disrupt

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‣Yahoo! Toolbar with apps and slide social bar, started as an HTML/JS prototype we iterated on with customers using Rapid Iteration Testing & Evaluation (RITE) process - patents granted

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‣At Productsy we built & iterated prototype apps in 6-8 weeks from concept to an app you could play with and show to friends

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‣At Geodelic we built an app prototype we could run on an iPad to demo to small businesses and iterate faster on based on feedback, then we put into stores to learn more

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Driving Success with Teams‣Where to start to innovate - Get new stuff truly

innovative products come from teams working on a common goal in high level of detail collaboratively not to prove a point or personal objective

‣Your a mix of evangelist, visionary and janitor, everything needs to get done and buck stops with you, your job is to make things move faster in the right direction

‣Work with your boss or exec team to reduce overheads and slow approval processes to enable fast decision making

‣Be the change you want to see - ask for forgiveness not for permission

Product Strategy

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Market & position

Look at market as a whole Where does product fit in today? Industry trends Company goals vs industry growth rates

Product analysis

Metrics - Biz goals + existing product traction Product - functionality and traction vs competitors, functionality, team, plan etc. Feedback - Interview partners, developers, customers, influencers

Opportunities & threats

Opportunities in the market Competitive threats Macro changes e.g. market changes or complexities to exploit etc.

A product strategy process

Analyze, test & iterate on product strategy

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1

2

3

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1 Strategize

2 Design

3 Develop

4 Test

5 Analyze

6 Iterate

Work with users to develop, test and iterate new products with features and ability to scale to faster

Validate, test & iterate with users

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Build lite product business cases

Cost of internal resources

Estimated $ in market that can be made

Opportunity in $ Rev = (equals)

- (minus)

/ (divided by)Potential risks & Time to market

OpenX

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‣We think differently

‣Start up within a start up, well funded start-up

‣High collaboration & ownership

‣Create our own product marketing

‣Hiring now for product!

‣Launching innovative products!

Mobile team @ OpenX

Its going to get weird & awesome

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Q & A