Move your product ownership to the next level
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This is the slidedeck of the workshop "Move your product ownership to the next level". It also includes the links to valuable resources you might want to use ;)
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Move your product ownership to the next level
- 2. Move your Product Ownership to the next level Björn Jensen, CST
- 4. Your responsibility: deliver successful products Product Owner
- 5. Product Owner Keyattributes… Empowerment Knowledge Availability
- 6. where do you want to go?
- 7. the elevator pitch template & the idea behind it For <customer> who <needs/is disappointed with> the <product name> is a <product category> that <USP>. Unlike <main competitor(s)> it delivers <3-4 additional benefits>
- 8. Business Model Canvas (by Alex Osterwalder)
- 9. Value Propositions Customer Segments Customer Relationships Channels Through which Channels do our Customer Segments want to be reached? How are we reaching them now? How are our Channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines? channel phases 1. Awareness How do we raise awareness about our company’s products and services? 2. Evaluation How do we help customers evaluate our organization’s Value Proposition? 3. Purchase How do we allow customers to purchase specific products and services? 4. Delivery How do we deliver a Value Proposition to customers? 5. After sales How do we provide post-purchase customer support? Revenue Streams For what value are our customers really willing to pay? For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues? For whom are we creating value? Who are our most important customers? Mass Market Niche Market Segmented Diversified Multi-sided Platform What type of relationship does each of our Customer Segments expect us to establish and maintain with them? Which ones have we established? How are they integrated with the rest of our business model? How costly are they? examples Personal assistance Dedicated Personal Assistance Self-Service Automated Services Communities Co-creation require? require? Relationships? What value do we deliver to the customer? Which one of our customer’s problems are we helping to solve? What bundles of products and services are we offering to each Customer Segment? Which customer needs are we satisfying? characteristics Newness Performance Customization “Getting the Job Done” Design Brand/Status Price Cost Reduction Risk Reduction Accessibility Convenience/Usability types Asset sale Usage fee Subscription Fees Lending/Renting/Leasing Licensing Brokerage fees Advertising fixed pricing List Price Product feature dependent Customer segment dependent Volume dependent dynamic pricing Negotiation (bargaining) Yield Management Real-time-Market
- 10. Step 1: Value propositions Discuss with your stakeholders the valuepropsitions… Keep it interactive and add values on stickies. One note per sticky note…
- 11. Step 2: Customer segments Identify customer segments with your stakeholders! Keep it interactive and add values on stickies. One note per sticky note…
- 12. Do you really know them? Product Owner
- 13. persona who is he/she? age, gender, other info ... what are his/her goals? focus! what’s his behaviour? be descriptive! ! => what are the key goals for us? –> what’s a must? –> what’s to avoid?
- 14. Step 3: Explore your customer segments Discuss the identified customer segment(s) and - create personas in order to get a better understanding…
- 15. Step 4: Channels Discuss the desired channels with your stakeholders…and keep it interactive…
- 16. Step 5: Relationships Discuss the desired relationships with your stakeholders…keep it interactive…
- 17. Step 6: Revenuestreams Identify possible revenuestreams with your stakeholders…keep it interactive...
- 18. Step 7: Re-order customer segments As you explored your customer segments you are able to order them. In order to do so you can apply any estimation technique you know already.
- 21. validate (learn)
- 22. So how do you know if your product is successful?
- 23. remember the basic questions… Is the assumed customer segment existing? Is the assumed problem/need existing? Is the assumed solution the right one?
- 24. …according to assumptions… Product Owner
- 25. Zookeeper Scrum Team PO SM DevTeam Stakeholder
- 26. Stakeholder Scrum Team PO Product Provider $$$
- 27. Co-create -> Collective Ownership Stakeholder Scrum Team PO SMDevTeam
- 28. …according to expectations Product Owner
- 29. What about you? - do you know your stakeholder? - do you know their expectations? - do you know their needs? - do you know how they rate your products success? and why? - are you really involved in the product strategy? - does it fit the company strategy? - do you know the company strategy?
- 30. Sometimes it goes like this… - be aware of competing KPIs… - be aware of politics… - be aware of conflicts…
- 33. Create Deliver successful products together… Product Owner
- 34. The people which are involved in the product (especially in it’s nature) should know each other and share their expectations and the underlying reasons…
- 35. Stakeholder Workshops Stakeholder Scrum Team PO SMDevTeam
- 36. create experiments to learn with
- 37. Story Maps…
- 38. from abstract ideas ...
- 39. ... to usable features ...
- 40. … using baby steps.
- 44. Thanks a lot :) bjoern.jensen@improuv.com