MVP  to  Post-­‐Launch:  PRODUCT  MANAGEMENT  

Didem  Michenet  www.thestartupatelier.com  

didem@thestartupatelier.com  1  

IN DEVELOPING NEW

PRODUCTS,

60% FAIL TO MAKE IT TO

MARKET!

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Disconnected product with the market

Too expensive for clients

Long product development cycles

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• Customers and demand

• Market size • Pricing • BizDev Channels

• Technical product creation

• Budget and timeline

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Concept Testing (MVP,Prototype)

Product Development

Beta Testing

Product Launch

(1st shipment)

Ongoing Product

Cycle

Phases

Good  read  :  Four  Steps  to  Epiphany  from  Steve  Blank,  serial  entrepreneur,  father  of  Customer  Development  methodology  

Itera;ons,  diges;ble  steps  than  big  bang  approach  

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FOCUS  GROUPS  

CROWD  FUNDING  

LANDING  PAGE  

AD  CAMPAIGN  

SURVEYS  

FEEDBACK  

Types of Prototypes

•  There are multiple ways of building prototypes. •  The difference in the approaches basically stem from two

dimensions :

Scope  

Fidelity  

One  feature   Full  features  

Rough   Exact  

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Product Feature Prioritization

Implementa?on  Difficulty  

Value  

Low   High  

Low  

High   Feature  x  

Feature1  

Feature  8  

Feature  4  

Feature  3  

Feature  5  

First  priority  Do  it  now!  

Second  priority  Plan  release!  

No  priority  Dropt  it!  

Maybe  priority  Study  &  Filter!  

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FIDELITY

Cost Skills Impact Techniques

LOW Low-cost Not advanced Low-to-medium

• Paper sketches, sticky notes • Keynote / ppt • Videos (based on

ppt etc.)

MEDIUM Low-to-medium Knowledge of

tool, fast learning.

Medium-to-high

• Balsamiq • Cacoo • Mockups • UxPin

HIGH Medium-to-high

Advanced knowledge,

software development

skills.

High

• InVision

• Flinto (for mobile apps)

• ProtoShare • HotGloo

• Java, PHP etc

Beta Checklist

! Qualify right « Beta Testers », early adapters, quality over quantity

! Use incentives to engage beta testers

! Strategize as marketing opportunity

! Stabilise the product (clean major bugs)

! Measure the feedback : Lessons learnt for Launch (SWOT Matrix)

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Product Roadmap

Customer feedback

Product Manager

Release management

ONGOING  Go  Agile!