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3 rd Class -Product Development and Product Rqmts Best Practices -Product Management and Product Marketing Overview Bus100: Building Software Products: From Strategy to Sales John Gibbon Slide 2 Product Development and Product Requirements Best Practices (-Agile vs. Waterfall) -Development Processes and Documents Slide 3 DesignDevelopTestDefine WhyDefineDesignDevelopTestRelease Why Waterfall Agile Slide 4 Agile versus Waterfall Waterfall / Traditional Agile / Recent Document, Feature, and Process DrivenDocument, Feature, and Process Driven Familiar and UnderstandableFamiliar and Understandable Scalable: Distributed Teams & Junior MembersScalable: Distributed Teams & Junior Members Long Term Goals DefinedLong Term Goals Defined No Throw Away CodeNo Throw Away Code Better Suited for Mission Critical DeliverablesBetter Suited for Mission Critical Deliverables Less Death MarchesLess Death Marches Demonstrable Intermediate Milestones; More Predictable ReleasesDemonstrable Intermediate Milestones; More Predictable Releases Integration Testing Built-inIntegration Testing Built-in Flexible (Agile) During DevelopmentFlexible (Agile) During Development More RealisticMore Realistic Requires Trust, Negotiations, & CooperationRequires Trust, Negotiations, & Cooperation Slide 5 Where should we go? Why will we be successful there? How do we get there? Company or Product Portfolio Strategy Slide 6 Development Processes and Documents Slide 7 Where and Why: Business Case 1.Product Mission 2.Value Proposition For (customer) Who (has problem) The (Product) That (solves problem) Unlike (competitors) Our Product (differentiator) 1.Success Metrics 2.Key Requirements / Not Included 3.Market Analysis 4.Build/Buy/Partner 5.Revenue Assumptions and Estimates 6.Other Key Assumptions 7.Workflow and Other Design Aspects Add to or Expand Any Section of Shorter Business Case Depending on What is Required by Business or Target Audience 1.More Market Analysis 2.Platform or Multi-Generational Strategy 3.Non-Functional Platform Requirements: Scalability, Security, Reliability, Availability, Installation, etc. 4.Better Revenue Estimates 5.Better Cost Estimates Slide 8 Where and Why: Longer Business Case or MRD Slide 9 Use Case Diagram: Functional Requirements Describing System from User Perspective 9 member Photo Sharing Site upload organize view friendadministrator What: Use Case Focused Product Requirements Slide 10 Member Photo Site Upload Photo Upload Photo Share? Shares Photo w/ Group UML Activity Use Case Diagram UML (Unified Modeling Language) provides a variety of different diagram types to describe a software system: use case diagram, activity diagram, collaboration diagrams, etc. Slide 11 UML Activity Use Case Diagram Slide 12 Use Case Functional Requirements Documentation 1. Use Case Name 2. Goal / Summary 3. Actors 4. Preconditions 5. Triggers 6. Basic Course of Events 7. Alternative Paths 8. Postconditions 9. Business rules Slide 13 What: Use Case Focused Product Requirements PRD (Product Requirements Document): Uses Cases and More ! 1.Description of Actors or Users 2.Series of Use Cases: General to Specific 3.Non-Functional Product Requirements: Scalability, Security, Reliability, Availability, Installation, etc. Slide 14 How: Technical Specifications 1.Architecture Diagrams & Technical Specifications 1.Patterns 2.Standards -Unit Tests - Test Driven Development -Code Standards Code Review 2.Test Plan 1.Integration and Use Case Test 2.Release Process and Document Slide 15 CONFIDENTIALPage 15 Describe Overall Architectural Pattern Struts framework implementing MVC with Java Servlets and JSPs controller: struts controller servlet and action classes Especially to Create Rules for What Logic Lives Where Slide 16 CONFIDENTIALPage 16 Describing a New Architectural Pattern Architectural Next Steps: transform XML to HTML via XSLT (Collaboration Diagram: Object View with Numbered Sequences) Slide 17 Page 17 Architecture Overview Enterprise User Remend Manager Inbox File Cabinet Reports Contact s Config & Admin Vendor Vendor Workspace Inbox Tasks Actions Reports J2EE Foundation Application Services Search J2EE Application Server ReportingWorkflowForms SecurityAuditing Doc Mgmt Messaging -- Workflow, Forms, Reports -- Domain REO Foreclosur e Loss MitAsset Eval Occupancy Cash4Keys Eviction Title Legal HUD Process Audit Approval Counseling Workout Refinance Legacy Data RDBMS Doc Mgmt Proprietary DB Servicing Integration Modules Data API Document Slide 18 Overall Service Topology Slide 19 Product Management and Product Marketing Overview Slide 20 Release Why Product Management DesignDevelop Deploy (Support / Feedback) Define Agile Slide 21 Pragmatic Marketing Framework A market-driven model for managing and marketing technology products Pricing Buy, Build or Partner Operational Metrics Business Case Sales Process Product Portfolio Market Requirements Market Sizing Marketing Plan Product Roadmap Customer Acquisition Market Research Market Problems Distinctive Competence Product Performance Customer Retention Positioning Launch Plan Thought Leaders Use Scenarios Innovation Success Stories Presentation s & Demos Win/Loss Analysis Competitive Write-Up Event Support Channel Training Collateral & Sales Tools White Papers User Personas Special Calls Release Milestones Answer Desk Technology Assessment Competitive Analysis Lead Generation Buyer Personas Market Analysis Product Strategy Program Strategy Product Planning Quantitative Analysis Channel Support Sales Readiness Strategic Tactica l 1993-2005 Pragmatic Marketing, Inc. 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