Lean Product Management for ISVs (October 14, 2014)
-
Upload
salesforce-partners -
Category
Technology
-
view
98 -
download
0
description
Transcript of Lean Product Management for ISVs (October 14, 2014)
Lean Product Management for ISVs Tom Cannon Director, ISV Tech Evangelism, EMEA & APAC @tcann0n
Colm Lennon Founder, Haka Products @colmlennon
Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
Customer Development and The Lean Startup
Lean Product Management?
Product Development / Engineering:
How do we build it? Customer Development / Product Management:
Should we build it?
ü Validating assumptions ü Reducing time-to-success ü Building better products ü Being more successful
Entrepreneurs & ‘Intrapreneurs’
Build
Product
Measure
Data
Learn
Ideas
Minimise the TOTAL time through the loop
The Build, Measure, Learn Feedback Loop
Build
Product
Measure
Data
Learn
Ideas
Learn
“But what if you are efficient at making something that nobody wants?” Eric Reis
The AppExchange is highly knowable market
• Positioning • Detailed Product Info • Pricing • Screenshots • Demo Videos • Customer Reviews • Others in category
Insight into Customer Needs
Top 10 Apps of Interest 1. Advanced sales analytics/ performance mgmt. 2. Customer satisfaction surveys 3. More capabilities for SFDC on mobile devices 4. Data cleansing, data quality services 5. Advanced workflow 6. Lead mgmt. 7. Data integration tools 8. Email response mgmt. 9. Advanced BI/analytics 10. Event management & registration Survey: bit.ly/ISVAppSurvey2014 (Partner Community Login Required)
Top AppExchange Searches
SURVEY
PROJECT MANAGEMENT
CTI
SMS
DASHBOARD CPQ
INVOICE INVENTORY
MAPS FORMS
WORKFLOW
ANALYTICS
Join the Community
Customer Success Community Partner Community Events
Get out of the Building
“No facts exist inside the building, only opinions”
Steve Blank
Image: wikimedia.org
Validate your Customer-Problem-Solution Hypothesis
The Problem
• Describe the problem you believe this customer has.
• Is this really a problem?
Current Solutions
• How do they solve the problem today?
• What would they change?
Your Solution
• Describe your solution, differentiators and price.
• How do they feel about it?
The 3 Column Approach To CPS Validation
The Theory of Market Types Applied to Salesforce
New Existing Re-Segmenting
• Expands the market • Competes by specialising
• Market size is the same • Competes on features
• Rarest • New, or new to Salesforce
Build
Product
Measure
Data
Learn
Ideas
Build
“The only thing that matters is getting to Product/Market fit.” Marc Andreessen
MVP - Minimum Viable Product(s)
✕
The Fastest Path from Idea to App
Minimise the TOTAL time through the loop
Idea Define
Architecture & Provision
Infrastructure
Install & configure services
Define User Access, Admin
Build & Test Security
Enable Mobile &
Social
Define Integration,
Reports, Search
Build App
MVP
Weeks / Months
MVP Idea Build App
Hours / Days
MVP -
Build
Product
Measure
Data
Learn
Ideas
Measure
“Learning is the unit of progress in a startup.” Eric Reis
Enterprise Experimentation
Some things are the same: • There’s no substitute for talking to customers • Websites, mock-ups and videos can validate opinions
• Vanity metrics are only useful for making your competition feel bad
Some things are different: • Trust is key • User volumes are typically lower and all users are not equal
• Users more likely to invest in co-creation
Vanity vs. Actionable Metrics
Clicks Hits
Visits Downloads Sign-ups
Likes Mentions Retweets
Vanity Metrics
Vanity vs. Actionable Metrics
Actionable Metrics Viewed Demo Installed Trial
Logged on Purchased
Added Users Dormant
Cancelled Reviewed/rated Usage Metrics
Usage Metrics – New in Winter ‘15
Use the World’s #1 CRM to grow your business
2 Free Sales Cloud Licences • Lead Management • Trial & Licence Management • Usage Metrics • Make information accessible to all
Learn
Ideas
Build
Product
Measure
Data
Minimise the TOTAL time through the loop
The Learn, Build, Measure Feedback Loop
Loop
noun a structure, series, or process, the end of which is connected to the beginning.
4 Steps to Customer Development on the AppExchange
• Build scale • Invest in new products
and markets • Rinse & repeat
• Full Launch • Ramp up Sales and
Marketing Investment • Continue optimize
• AppExchange Listing • Refining, creating
repeatability • Customer stories &
reviews
• Researching the market, talking to prospects
• Rapid iteration with wireframes and MVPs using clicks+code
Learning & Iterating Executing & Scaling
Customer Validation
Customer Creation
Company Creation
Customer Discovery
Proving customers will pay for it
Early revenue, early adopters
Launch & Marketing Strategy
Scaling / “Crossing the Chasm”
MVP Launch
Full Launch
Place Customer or
Partner logo in white area of
slide, centered horizontally
Colm Lennon Founder, Haka Products @colmlennon
Resources
Steve Blank Eric Reis Brant Cooper & Patrick Vlaskovits
Cindy Alvarez
Check out the new Partner Community
https://partners.salesforce.com/
Connect with Partners in the Partner Zone The Westin Hotel, Market Street 2nd Floor – Metropolitan Ballroom INNOVATE with the leading technology • Demos of new Salesforce technology CONNECT with members of the partner community • Partner Community Theater • Networking areas • Welcome reception and daily lunch service GROW your business with resources • 70+ partner-specific sessions • ‘Ask the Experts’ consultation stations
AppBash 2014 on Wednesday Night!
Dreamforce Resources Designing and Building your app: • Starting a Successful ISV Business with Salesforce.com – Yesterday • Building your First Salesforce App – Yesterday • ISV Beginner's Guide to Building a Salesforce1 Mobile App - Tues 4pm • An ISVs Guide to Building Creative Apps, Next-Gen Apps – Weds 4pm • Automating the Impossible: End-to-End Team Development for ISVs – Weds 5pm
Salesforce for Startups: • Meet Featured Startups • Office Hours @DEVZONE • Founders Forum Sessions – Mon-Weds @Westin St. Francis • Fund Your App Business: The New Cloud Funding Model for Enterprise Apps – Weds 3pm • Investing in Enterprise Startups with Jeff Clavier – Tues 1pm)
Use to introduce a
demo, video, Q&A, etc. Q&A