Product strategy in agile and scrum
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Transcript of Product strategy in agile and scrum
Product Strategy
Lukasz Banach, 20.12.2016
Problems
• No directions/foundations to decide about goals and priorities
• Team/business areas split is suboptimal
Effects
• Big capacity, slow velocity
• No focus on real Product/Business Problems
• Team is unhappy with defocus
• We’ve to wait too long to deliver important things for company
• “No longer see the woods for the trees”
• “Perfectly executing the wrong strategy”
Preface
• Vision <-> Strategy <-> Roadmap <-> Backlog
Strategy• Who the product is for
• Why people/customers want to buy it
• What the product is
• What makes it stands out
• What the business goals are
• Why it is worthwhile for company to invest in it
Market and needs
Key features Differentiators Business Goals
PRODUCTSTRATEGY
Market
• Target customers, people who are likely to buy and use
• Main problem of the product solves
• Primary benefit it provides
Key features/diff
• Aspect of the product that are crucial to create value for the customers and push people to choose it over competitors.
• Not a list of all features here, focus on 3-5 key issues
Business goals
• How product is going to benefit the company
• Not revenues only
Vision
• Big
• Shared (motivates and unite people)
• Inspiring
• Consise (easy to communicate and understand)
Vision
WHY - Vision HOW - Strategy WHAT - Roadmap and Backlog
How to build innovative products
Launch Product - market fit
Growth stage
• Penetrate the market to fend off (defend) the competitors
• Keep product attractive and refine it
• Unbundle the product, create some variants
• Ensure profitability
Capture the Strategy
KPI’s for Strategy
• S.M.A.R.T
• Qualitative and quantitive
• Lagging and Leading (Backward and forward)
• Beyond financial and customers
Business Goals
Engage the Stakeholders
Collaborate
Consult
Involve
Inform
KPI’s for Strategy
• Head of Product should be open and collaborative but decisive at the same time
• Make decision even if no agreement
• Great product ≠ weak compromises
• “A camel is a horse designed by committee”
Strategy development
Right Segmentation approach
Customers first
Benefits first
Right Segmentation approach
Make Product Stand-out
Strategy Canvas
Make Product Stand-out
Eliminate features
Make Product Stand-outKANO model
Make Product Stand-out
• Customer experience
• Bundle/unbundle
• (Re)position
Strategy validation• Identify and address the most risky project(s) first
• Create Product Discovery Team (PM/DEV/UX/Support, Sales, Marketing, Scrum Coach)
• Be aware of failures
• Create an incubator (for innovative products)
• Talk and meet with Customers
• Don’t rely on one validation techniques (MPV, observation, spikes…)