Final project for Product Management class at General Assembly (https://generalassemb.ly/education/product-management/new-york-city) in December 2013.
My project was focused on doing a post evaluation (future scenario of review in July 2014) of a scenario where Pebble launched an app store for Pebble watch apps, and an application to connect other wearable devices through Pebble.
Areas covered include: product life cycle, market analysis, inference ladder, MVPs, stakeholder analysis, business case, milestones, OKRs, business justifications, forecast, product page, storyboard, wireframes, user persona, feature prioritization - stack rank and MoSCoW, objective tree, metrics / KPIs
6. We started off with a brainstorming session with
our working team, and identified a focus
Apps
Wearable Devices
Smartwatches
Smart clothing
Medical sensors
Pet Pebbles
8. We identified a target market, market
size, market value, and competition
Category
Description
Technologically savvy and fitness conscious young adults, 20-34 years old,
earning >$60,000/year in the United States
Target Market
24 million people
Market Size
$5.3 Billion
($150 watch, $50 wearable device kickbacks, $20 in app purchases)
Market Value /
Penetration
Target Penetration of 50% of this market, $2.6 Billion, CAGR of 20% (so $7.8
Billion by 2020)
$62.2 Billion for overall smartwatch market (Generator Research) by 2018
Competition
Demographics
Sony SmartWatch, Samsung Galaxy Gear, Qualcomm Toq, Cookoo Watch, I’m
Watch, Basis, Nike Sportswatch, Adidas runner’s watch, Google (tbd), Apple
(tbd)
US based , Smartphone owner, Email / text user, 20-34 years old, Male
skewed, though females will definitely use the product, Above average
income ($60K+), Likely to be urban dwelling, Tech savvy, Fitness/health
conscious
9. Let’s take a step back and look at my Inference
Ladder
Raw Data
News articles, customer discovery, market research
Filtering
Hone in on specific data points around fitness/health applications
Assign meaning
Customers must need a solution to manage health/wellness, wearable tech can fill gap
Develop assumptions
Assume that small observable trend in customer discovery can extend to broader population
Develop conclusions
There has been rapid adoption of smartphones, the same will happen for wearable tech
Adjust beliefs to world around us
A wearable device platform could connect all these devices, along with an app store
Action: Let’s prioritize the app store and wearable devices internet for Pebble
10. Just to make sure we tested out some MVPs…
Wearable
Devices
Internet
App Store
(consumers)
App Store
(developers)
Hypotheses:
Customers = Gen X
Problem = no place for apps
Hypotheses:
Customers = 20-39 devs
Problem = no $, no app market
Hypotheses:
Customers = Fit Gen X
Problem = many dev., no insights
Largest Risk
Largest Risk
Largest Risk
Consumers (current owners) do not
want apps for the Pebble Watch
Developers or potential developers
will not want to develop for the
Pebble platform
Current and future Pebble
customers do not own other
wearable devices
Experiment
Experiment
Experiment
Facebook post linked to existing
mypebbelefaces.com
Twitter / Stack Overflwo post linked
to existing developer API/SDK
documentation
Facebook poll with existing
wearable devices
Success Criteria
Success Criteria
Success Criteria
6,000 people out of 62K click
Results: 15,000 clicks
1,000 people out of 30 K followers
click
Results: 10,000 clicks
1,000 people out of 62K answer poll
Results: 8,000 people answer poll
12. Who are our key stakeholders?
Keep Satisfied (Low Interest, High Power)
CEO / founders
Board of directors
Government
International trade associations
CFO
CTO
Wearable device manufacturers
Manage Closely (High Interest, High Power)
VC investors
COO
Operations
Legal team
Monitor (Low Interest, Low Power)
Finance team
Accounting
Retail store partners
Keep Informed (High Interest, Low Power)
Supply chain distributors
Customer support
App developers
Marketing people
Business development / sales
Creative director
Working team
Product manager
Project manager
Developers
UX designers
QA engineers
13. Who was in the room for our pitch?
Development
Kickoff
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
CEO /
founders
Board of
directors
CFO
Finance team
Accounting
CTO
COO
Operations
App
developers
Legal team
Customer
support
Marketing
people
Business
development
Creative
director
QA engineers
UX designers
•
•
•
•
•
QA engineers
UX designers
App developers
Wearable
device
manufacturers
Supply chain
distributors
Launch
Prep
Building
•
•
•
•
•
•
•
Wearable
device
manufacturers
Pebble Watch
manufacturers
Supply chain
distributors
Retail store
partners
App developers
QA engineers
UX designers
•
•
•
•
•
•
•
•
•
•
•
Wearable
device
manufacturers
Pebble Watch
manufacturers
Supply chain
distributors
Retail store
partners
Marketing
people
Business
development /
sales
App developers
Wearable
device
manufacturers
Customer
support
Legal team
Operations
Approvals
•
•
•
•
•
•
•
•
•
CEO / founders
CFO
Finance team
Accounting
CTO
COO
Wearable
device
manufacturers
VC investors
Legal team
Launch
•
•
•
•
•
•
•
•
•
•
•
•
Wearable
device
manufacturers
Pebble Watch
manufacturers
Supply chain
distributors
Retail store
partners
Marketing
people
Business
development /
sales
Government
International
trade
associations
App developers
Customer
support
Legal team
Operations
14. Executive Summary
Introduction:
The Pebble team created today’s smart watch industry and is looking to launch a universal
platform of an app store and a wearable devices system to launch Pebble into mainstream
use.
Background / Scenario:
Then (1980’s)
Now (2012-2013)
Future (2014-2015)
15. Roadmap / Timeline
Q3 2014:
Achieve
60% of
fitness
tracking
market
Q1 2014:
Launch
app store,
1,000
devs
Q2 2014:
Launch
beta WDI
app,
integrate
Nike,
FitBit
Q1 2015:
Medical
partnerships
achieved for
WDI
Q4 2014:
70,000
apps
available
in App
store
Q2 2015:
100,000
apps
available
in App
Store
Q4 2015:
200,000
apps
available
in App
Store
16. Objectives / Key Results
Q1 2014
Objective 1
80%
Move Pebble from a primarily
hardware-focused company to a
primarily software-focused
Key Results
Initial app store created by using existing
mypebblefaces.com and adding five new categories of
products (games, fitness, lifestyle, schedule, news)
100 app developers signed up and have created apps for
fitness, games, lifestyle functions
Why? Software is a long game, builds
distribution channels
Objective 2
75%
Transform Pebble into main wearable
tech interface for 15% of wearable
tech users
Why? Need to start gaining market share
as an interface
Developer-ready SDK added to app store with
documentation, existing Pebble API tool links added to
app store homepage
Key Results
Data standard for Pebble created compatible with Nike
FuelBand and FitBit data, all activity tracked in this new
data standard
Tab built into current mobile app to allow for WDI sign
ups (email, name, devices owned) and display data in
bar chart format from current Pebble device
100% of Pebble watch data connected to and
compatible WDI system API
17. Objectives / Key Results
Q2 2014
Objective 1
55%
Key Results
5,000 developers signed up for Pebble App Store, and
100,000 users signed up for using apps with referral
links
Grow Pebble into smartwatch app hub
Enable all Bluetooth LTE and motion sensor
functionalities on Pebble store front
Why? Smartwatch will be a $62 billion
industry, need to become main software
Approve and publish 5,000 developer created Pebble
apps in quarter
Objective 2
40%
Become the main fitness tech
platform for non-running activities
Why? Fitness is the first step to wearable
tech dominance
Key Results
Compatibility with WDI for swimming, cycling, and
biking tracked activity built within Pebble watch and on
other fitness devices that do such tracking including
smartwatches and simple activity trackers
Sleep tracking device compatibility added with Jawbone
UP as a pilot for future data integration
18. Objectives / Key Results
Q3 2014
Objective 1
Key Results
Product integrations with Misfit Wearables, Jawbone
UP, BodyMedia devices established
Achieve accessible reach to at least
60% of fitness tracking market
RunKeeper and MapMyFitness app APIs incorporated
into Pebble WDI
Why? Fitness tech moves fast, but if we can
get majority, we will win
Apple iPhone 5 m7 processor incorporated into Pebble
hardware sensing technology
Objective 2
Key Results
Become go-to market platform for
activity tracking across task-based
activities and fitness
Why? Need to start hacking away at higher
growth wearable tech markets
Nike Fuel made into standard base tracker of all activity
enabled by partnership with Nike, Fuel converted into
Pebbles, which become new standard of tracking for
Pebble WDI users
FitBit integration added to full line of FitBit products
including API linkup with Pebble WDI
10,000 beta testers signed up through Nike+ platform
19. Objectives / Key Results
Q4 2014
Objective 1
Achieve market leadership in
accessible apps created across all
smart devices (inclusive of
smartwatches)
Key Results
Android marketplace integration with Pebble App store
established to increase worldwide reach (Android has
80% of global smart device market)
Why? Smartwatch will be a $62 billion
industry, need to become main software
iOS App store market integration established with apps
fully compatible with Pebble and iOS hardware
Objective 2
Key Results
WDI app added as standalone interface accessible from
multiple platforms and devices, priority on smartphones
and tablets
Become market leader in wearable
device related apps created, used, and
revenue generated
Why? Need to own all categories to keep
footprint in market look at iOS app store
Developer monetization program integrated into
wearable tech devices to track revenue achieved
through Pebble WDI
In app and homepage advertising content added to
Pebble properties to increase monetization
opportunities
20. Business Justifications
Benefits:
• App Store: Increased functionality
• App Store: More revenue streams
• WDI: Network reach, platform strategy locks in customers
Assumptions (highest sensitivity assumptions in red):
•
Sufficient number of app users / downloaders
• Sufficient number of developers
Wearable tech market will grow to $60 billion by 2018
•
• Wearable tech makers will want to plug into system
Alternatives considered (green options were most feasible considered options):
Building a Pebble
watch with LCD
Acquire an app
store from existing
entity like FitBit
Acquire existing
HumanAPI / Open
mHealth platform
Partner with Cisco
to gain access to
distribution chann.
Grow existing
business focused on
UX improvements
21. 2014 Cost, Sales Forecast (Benefits)
2014 Costs:
Total
2014 Revenues:
Categories
$400K = 4 full stack engineers x 100K
$100K = 1 UX designer
$1.2 M
$300K = AWS server burn
$200K = Online advertising
Worst ($2 M)
Worst Case Assumptions
$600K in App store revenue (30% * 1,000 paid apps * $2
average cost * 1000 average downloads)
No partner revenue
$2M if we take 0.1% of $2B of the healthcare market costs
Most Likely ($60 M)
Dec-14
Nov-14
Oct-14
Sep-14
Aug-14
Jul-14
Jun-14
May-14
Apr-14
Mar-14
Feb-14
Jan-14
$200K = Sales reps / biz dev
Best ($110 M)
Best Case Assumptions
$60M in App store revenue (30% * 100,000 paid apps * $2
average cost * 1000 average downloads)
$30M in partner revenue
$20M in if we take 1% of $2B of the healthcare market costs
23. Product Page, in Brief
Elevator Pitch
Provide users with a simple interface for their smartphone, on their wrist, without
requiring the physical use of their smartphone.
Core Objectives
• Create and grow smartwatch category
• Enable hands-free activities
• Synchronize experience
Strategic Insights
Secret sauce: Disrupt smartphones, we provide interface to smartphones, with
readable/non-glare e-ink screen; we’re locking in partners to bar others from entry
Competitors
Sony SmartWatch, Samsung Galaxy Gear, Qualcomm Toq, Cookoo Watch, I’m
Watch, Basis, Nike Sportswatch, Adidas runner’s watch, Google (tbd), Apple (tbd)
Challenges/Risks
Supply Chain
Foreign IP
Competition
Adapting to new tech
Market stagnation
Commoditization
24. Storyboard for Wearable Devices Internet
(WDI): Site Map
Home
(Avatar
screen)
Device 11
Device 1
Device
summary
summary
summary
pop-up
pop-up
pop-up
Goals details
Goals edit
25. Storyboard WDI – Part 1
1
7
2
4
Description:
The home
screen displays
all devices
connected on
user’s body. The
pop-up displays
daily progress
1 Title
5
3
2 Avatar
6
3 Connected
devices
(highlighted)
4 Pop-up when
click on device
5 Total activity
listed with units
for the day
6 % Progress of
activity for the
day
7 Close window
button (x)
26. Storyboard WDI – Part 2
5
3
2
1
4
Description:
When user closes
pop-up, home
screen displayed
with device name
abbreviations. If
user clicks on goals
in pop-up more
detailed window
with all goals for
device listed.
1 Device
abbrevaitions
2 Avatar
6
8
7
3 Total daily
activity
4 Total daily
activity progress
5 Name of device
6 Monthly
goals, if daily
goal hit, day
7 highlighted if
Social activity
user friends like
activity
8 Daily streaks
listed
27. Storyboard WDI – Part 3
3
1
4
6
2
5
Description:
User can edit goals
if click on monthly
goals. Numbers can
be edited by
spinning up (like
slot machine).
Progress bars
update
automatically.
1 Edit goals
numbers
2 Ok to
confirm, cancel
to not change
3 Daily activity
progress
updates
4 Change goals by
swiping up
5 Click ok to
confirm
6 Confirmation
message that
goals changed
28. User Persona for WDI
Ray White
A/R/G/S: 38 years
old, White, Male, In a
Relationship
Location: San Francisco, CA
Education: College graduate
from UC Berkley
Job: Business Development
Lead, Path
Ray’s Story
Everyday Ray wakes up to his Clocky’s incessant rolling and beeping around his bedroom
floor at 6 am. His girlfriend Sandy is still asleep because she is not a fitness addict like Ray.
Ray scarfs down a bowl of cereal while reading the latest headlines from the Times. He
immediately puts on his Brooks running shoes, already having suited up in his gym clothes.
He is training for a half-marathon in Sausalito at the end of the month, so is slowly
working up his pace, keeping track of his run with RunKeeper app on his iPhone. After
finishing his 6 mile run in Golden Gate Park, he declines to share to Facebook.
He gets back to his apartment in the Mission and takes a shower before throwing on a suit
for work, today is a big day trying to land a partnership with Instagram to tie Path’s feed to
Instagram. He bikes to Path’s SOMA office and steps into several meetings with junior folks
trying to learn the trade of deal-making. After clocking in his ride on his Moves app, he
starts to teach these rookies the tricks of the trade. Ray likes not having to enter anything
into his phone as he tracks his workouts.
Ray calls up an Uber cab and is whisked away to Instagram’s office. This is the 7th straight
day of negotiations, Ray constantly checks his iPhone for updates on his internal
deadlines. He gets an email from Sandy setting up plans for dinner at the new locally
sourced restaurant down the street.
How we would change features based on Ray’s Persona:
• Add automatic tracking as a default to WDI platform
• Incorporate notifications into WDI platform and existing email
structure if user wants (email still stronger than app notifications)
• Add race schedules of major events so users can sign up
29. User Stories Help Tech Team Develop
with User in Mind
Sprint 1: Plug in other devices into platform
ID: 1
Title: Build API bridge to Nike FuelBand
Description: As a Nike+ FuelBand enthusiast I want to be
able to access my Nike+ data alongside my Pebble data so
that I can keep track of all my activity levels.
User Acceptance: Nike+ FuelBand push notifications allow
data push to server. Data received on server and matches
Nike Fuel Band data. On / off buttons under each device can
be toggled without error. If button is off, device data cannot
be accessed, if button is on device data is displayed to user.
If both toggle buttons off, display pop-up message notifying
user no devices are connected.
Notes/Wireframes
30. We prioritized WDI features using MoSCoW
and Stack Rank for Q1 2014
Musts
• (WDI) Username sign in box
• (WDI) Password entry box
• (WDI) Sign up button
• (WDI) Wearable device data numbers
Shoulds
• (WDI) Devices tab image
Coulds
• (WDI) Wearable device icons
• (WDI) Wearable device description
text
• (WDI) Scatter Plot chart customizable
displaying data
Wants
• (WDI) Cover flow style wearable device icons
• (WDI) Cover flow wearable devices location
indicator (circles filled in or empty)
• (WDI) Sign in progress screen
• (WDI) Scatter Plot chart x-axis values
• (WDI) Scatter Plot chart x-axis units
• (WDI) Scatter Plot chart y-axis values
• (WDI) Scatter Plot chart y-axis units
• (WDI) Scatter Plot chart: Drop down for time
period of data
• (WDI) Scatter Plot chart: Drop down for units of
data
Key:
Red text indicates can be completed in 3 months
per stacked rank list
31. The Tech Team Wanted to Understand
Why…So We Built an Objective Tree
Make Pebble the
leader in the
smart / connected
device market
Make Pebble the
leader in the
wearable tech
market
Become go-to market
platform for activity
tracking across taskbased activities and
fitness
*Nike + FitBit
*Sleep +
swimming
Make Pebble the
leader in the
applications
marketplace
Become market
leader in wearable
device related apps
created, used, and
revenue generated
Grow Pebble into
smartwatch app
hub
Move Pebble from a
primarily hardwarefocused company to
a primarily softwarefocused
*1,000+ wearable
developers
*100,000 apps
developed
*Create app store
34. We vote to maintain and grow – do you?
Maintain and Grow or Kill
Notes de l'éditeur
DevelopmentPrototypeProof of ConceptMarket ResearchIntroductionLaunched!Low SalesHigh Cost / CustomerNegative ProfitsProduct = CoreFocus = AwarenessGrowthRapid Growing SalesModerate Cost / CustomerRising ProfitsProduct = Quality, Add-onsFocus = Market ShareMaturityPeak SalesLow Cost / CustomerHigh ProfitsProduct = DiversityFocus = Profit & Market ShareDeclineDeclining SalesLow Cost / CustomerDeclining ProfitsProduct = Phase Out All or PartFocus = EOL or Stretch
Introduction:The Pebble team created today’s smart watch industry and is looking to launch a universal platform of an app store and a wearable devices system to launch Pebble into mainstream use.Background:Smart watches were pioneered by Casio and Seiko in the 1980’s, but never took off into mainstream use. Popular culture references like Dick Tracy have lived on in popular mindset, but have never come to fruition. Pebble found incipient market need with its groundbreaking $10 million Kickstarter campaign, wooing almost 69,000 backers.Recently multiple players have entered the smart watch industry, smaller Kickstarter campaigns, most notably tech giants like Samsung and Qualcomm, and most recently Google. The market is becoming increasingly crowded, but Pebble still holds the first mover advantage. There are weaknesses in competitors that can be exploited – for example Samsung has limited the pairing of its Galaxy Gear smart watch to one specific Samsung Galaxy Note model and high return rates are being reported. However an app store and wearable devices infrastructure system was not set up initially, and left much of the details of downloading apps and customizations to early adopters to figure out. Scenario:The Pebble smart watch will achieve rapid uptake of its platform with mainstream users beyond the initial early adopter user base with the launch of an app store and wearable devices system. Pebble will create a whole new industry sector with partnerships across multiple wearable devices solidifying its market dominance where other tech giants fight for scraps of the remaining market.