pca11 jarrell - enterprise product creation: when lean/agile/mvp won't get it done
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What ELSE do Agile/Lean practitioners need to consider in defining their MVP for the enterprise marketTRANSCRIPT
Enterprise Product Creation:
When Lean/Agile/MVP
Won't Get It Done
© Copyright 2005-2013 Prista Corporation
ProductCamp Austin 1120 July 2013
Basics:“Product”
“An artifact of the truth of the promise of the
brand.”
Watts WackerCEO, FirstMatterFuturist and an original mentorof FastCompany Magazine
?
Product is …
Basics:“Product”
“Anything you can get a customer to pay for on
a predictable basis.”
Noel CaponChair, Marketing DivisionColumbia Business School
Noel CaponChair, Marketing DivisionColumbia Business School
Product is …
Sustained Value Meet
Formulating Sustainable Product Lines/Brands Build
from a solid base of understanding and priority - the FACTS pyramid
– Science
C
A
T
F
S
– Architecture
– Concept
– Technology
– Features
?
Begin Here
Select &Prove
Design &Validate
CreatingMarket
You must know the differenceFiction is NOT falsehoodFiction, like a Crichton novel, uses a base in FACTS but goes beyond to excite and create the intended thoughts
Fiction F
A
C
T
S
the story that creates emotion, mindshare and market
Best-practice 360-degreeProduct Managementviewpoint is balanced
Des
ign-
driv
enP
rodu
ct
Market-driven
Product
BusinessExecution
StrategicIntegration
Quadriform Product Management™
Market-DrivenDesign-Driven
Business Execution
Pragmatic Marketing
‘Big’ customers
Competition
Market data firms
Marketing
Sales
?
CEO/CFO
Operations
Employees
Gov / Law
AttorneysInvestors /Shareholders
Quadriform Product Management Drivers
Development(core competence)
Design Specialists(UI, db, comms)
Research
Standards
“Rethinkers”
The Enterprise Product Path Hurdles
•Functional Critical Mass• Local vs Constellation
Decision• Economic Critical Mass
(ROI)• Process Displacement /
Increment• Credibility Sustainability
Sales Decision: Value/Risk Discount
• Value in use achieved after some ramp-up period (learning, growth, rollout, implementation)
• “What-ifs” = risk = < $
• Time-value of money is always applicable
Time
Valu
e /
Pr i
ce
value target
ramp-up
riskoffse
t
deal price
Product Layers
QM/RM/PI PSD
$1.0
$0.5
$1.5
$2.0
$2.5
$3.0
$3.5
RCA
EOC
ASD
PPR
UMRI
DCA
CWS
IM
Util
PSS
BA
CM
ALC
CN AFPSO campaign
V619 July 2013
Full VBI++
Thank you for reviewing our presentation.
Don Jarrell
(512) 266-7126
© Copyright 2005-2013 Prista Corporation
ProductCamp Austin 1120 July 2013