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With today’s methods, we can build the wrong
product faster than ever.
© 2015 Under10 Consulting
You need a formal processAgile methods are not product management methodologiesStrategic product management is about the future
“ The biggest waste of all in product development is building something that
absolutely no one wants.
Eric RiesBusiness of Software, 2010
http://www.flickr.com/photos/andyde/4762081047/
“My father walked away from home and we can’t find him.”
So, we’re in complete
agreement?
?
?
“ 90% of our best performers have a clear, defined product
development process that guides from idea to launch.
Robert G. Cooper and Scott J. Edgett, Best Practices in the Idea-to-Launch Process, April 2012
DESIGN & DELIVER REFINEDEFINE© 2015 Under10 Consulting
?
DESIGN & DELIVER REFINEDEFINE
BEFORE: FOCUS ON PRODUCT
© 2015 Under10 Consulting
Business
Market
Business
Market
Product
Promotion
Sales
Services
DESIGN & DELIVER REFINEDEFINE
NOW: EXTEND YOUR VIEW
© 2015 Under10 Consulting
Business
Market
Business
Market
Product
Promotion
Sales
Services
DESIGN & DELIVER REFINEDEFINE© 2015 Under10 Consulting
Business
Market
Business
Market
Product
Promotion
Sales
Services
“ 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
DESIGN & DELIVER REFINEDEFINE
BUSINESSIdea definition & visionStrategic alignmentDomain leverageTechnology approachMarket prioritiesCompetitive landscape
PRODUCTProduct roadmap (when)User profiles (who)Requirements (what)Specifications (how)User experience designFeature acceptance
MARKETMarket definitionMarket storiesCompetitive positioningMarket forecastMarket portfolioInnovation
PROMOTIONLaunch planPromotional planBuyer profilesMarket messagingMarket contentProduct content
BUSINESSFinancial reviewMarket penetrationRevenue performanceSales effectivenessProcess reviewQuality metrics
SALESProduct sales trainingCompetitor battle cardsSales process (documented)Sales enablement toolsPricing model & discountingWin/Loss reporting (one)
SUPPORTSupport definitionServices definitionImplementation planningProduct expertise supportProduct trainingCustomer lifecycle
DEFINE YOUR PRODUCT PLANNING CANVAS
© 2015 Under10 Consulting
MARKETWin/Loss analysis (many)Customer experienceSatisfaction metricsCustomer retentionSuccess storiesProduct refinements
MARKET DEFINITIONv Expertise: Market❑ Market personas and stories❑
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PRODUCT❖ Expertise: Product❑ Product personas and stories❑
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MARKET GOALS & RESULTS❖ Expertise: Market❑❑
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BUSINESS LEVERAGEv Expertise: Business❑ ASPIRE competencies❑ Business model❑❑
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PROMOTION❖ Expertise: Market❑ Positioning and messaging map❑
❑❑
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BUSINESS GOALS & RESULTS❖ Expertise: Business❑❑
❑❑
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SELLING❖ Expertise: Market❑ Sales enablement plan❑ Competitive battle cards❑❑
❑
SERVICE❖ Expertise: Product❑ Service personas and stories❑
❑❑
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DEFINE DESIGN AND DELIVER REFINE
Prepared for
ByUnder10 Playbook Canvas™
1511 © 2012-2015 Under10 Consulting, LLC
“ Minimum Viable Product: n. A set of product functionality
that can best be described by the following phrase:
“Well, it’s the least we could do.”Saeed Khan
onproductmanagement.net
© 2015 Under10 Consulting
It was never just about thermostats. At its core, Nest has always been about the home. We reinvent unloved home products to create simple, beautiful, thoughtful things.
Tony FadellCEO & Founder, Nest
??Has agile broken product management?
30
DESIGN & DELIVER REFINEDEFINE© 2015 Under10 Consulting
Business
Market
Business
Market
Product
Promotion
Sales
Services
Software for product managersunder10playbook.comMy blogunder10consulting.com/blogMy book Look Beyond the Productunder10consulting.com/reading
My iTunes albumnotExactlySteve.com
