Lviv PMDay: Оксана Крикун & Анна Мамаєва Ваш продукт...
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Senior Project Manager7+ years in IT (Project/Product Management)• Mobile applications (iOS, Android)
• Web-solutions development and management (Java, .Net)
• Product developing and Marketing
• Cross-functional team leadership• SAFe Agile certified (2016)
Let’s let's get acquainted
eleks.com
Ваш проект оказался вдругне проект, не продукт, а так...
What’s going on?
• Customer does not know what he wants.
• Customer wants a lot, but has no money.
• Customer wants to “do the job by himself”.
• Customer does not have the vision for the product.
• You want to grow an account.• You want to understand customer`s
business goals.• You need a tool to communicate with
customer.
HYPOTHESIS
BUSINESS MODEL CANVAS
Business Model Canvas
PRODUCT MARKET
Customer segments
Types
Mass market
Niche market
Segmented
Diversified Multi-sided platforms
Know your customer:
Buyers persona
Task:
1. Name customer segments for:- Amazon.com - Rolls-Royce- Infiniti and Toyota- Samsung
Value proposition
Why customers buy this particular product? UVP
CustomizationNewness Performance
Brand/Status
Get-the-Job-Done
Design
Price
Cost reduction
Risk reduction
Accessibility
Convenience
Task:
1. Name value created for customer by such companies:
- Google- GoPro- Hyatt- Aston Matin- IKEA
Channels
Channel types
Sales force Web sales Own stores WholesalerPartner stores
Own Partner
Direct Indirect
Task:
1. State types of the channels for:- Google- Maserati- Kyivstar
Customer relationships
Customer relationships | Motivations
• customer acquisition
• customer retention
• boosting sales = upselling
Customer relationships | Categories●Personal assistance
●Dedicated personal assistance
●Self-service
●Automated service
●Communities
●Co-creation
Task:
1.Define the type of customer relationships for:
- Starbucks- Airbnb- McKinsey
Revenue streams
Revenue streams | Types of customers
Pricing: fixed and dynamic
Revenue streams. Options
●Asset sale
●Usage fee
●Subscription fee
●Landing/Renting/Leasing
●Licencing
●Brokerage fees
●Advertising
Task:
1.State revenue streams for:- Hospital- Makler when helping to rent you
an apartment- Facebook- Harvard Business Review
monthly journal
Key Resources
Key resources
Task:
1.State key resources for:- ELEKS- McKinsey- Google- NASA
Key Activities
Key activities
Platform/Network
Problem solving
Production
Task:1.State the type of activity for:- Linkedin- Starbucks- Gillette
Key Partnerships
Key partnerships | Motivations• economies of scale
• reduction of risk and uncertainty
• acquisition of particular resources and activities
Strategic alliances between non-competitors
Coopetition
Buyer-supplier relationships
Joint ventures
Task:
1.State Key Partnerships for:- Starbucks- Google- Visa
Cost Structure
Cost structure
• cost-driven
• value-driven
• fixed costs
• variable costs
• economies of scale
• economies of scope
Task:
1.Define the type of business for:- IKEA- Visa VIP service
EXAMPLES
Task:
Create BMC in groups for Airbnb.
LEAN CANVAS
Lean Canvas - to validate value on the market:
•To confirm the valuability of the product•To define the MVP•MVP development and validation with lean methods•Data confirmation on the 3-d step.
Further readings:• Business Models Generation by Alexander Osterwalder
• Lean Canvas vs Business Model Canvas
• Стартапи з унікальними бізнес-моделями
• Value Proposition Canvas
• Quora.com
• Validation board
IMPACT MAPPING
Deriving scope from goals
Impact Mapping is a strategic planning technique that helps organizations manage flexible roadmaps for iterative delivery, by clearly communicating assumptions, helping align activities with overall business objectives
Determine measurements
• What to measure? (Scale)• How to measure it? (Source
of data)• Minimal value • Financial constrains,
investment cost • Desired Value
Why? Pick a problem to solve
• Why are we launching the product?
• Why we should change how things are now?
• Numbers matter
Who? Your actors
• Define actors – people who are interested, or may impact the goal
• Who will help?• Who may interfere?
<someone> can help us achieve our goal by <doing something differently>. Make the <someone> specific. Can someone stop your team you even start?
How? The impact
• specify how each person’s behavior should change
• how he (actor) can help achieve the goal
• how he can be an obstruct
You may not choose to work with all the actors you identify or get them to do all of the impacts, but the map helps you see all the alternative paths
What should we do?
• Work with features here, define deliverables
• Do not forget about organizational activities
• Let them be high level
Task:
1.Create a short impact map, working with Lviv PM day 2016 as a starting point
Weighted Shortest Job First
What is WSJF?Weighted Shortest Job First is a scheduling algorithm (or if you prefer, prioritization method) that maximizes the amount of whatever it is you choose to “weight” by in a given time period through a constrained resource.
the weighting of each job (using Cost of Delay) the duration of each job Cost of Delay is calculated by assessing the
impact of not having something when you need it
SAFe® and WSJB
Task:Define the WSJF for the features in a list given
