At some point MVP will be behind you. If you don’t provide a ‘Whole’ Product, then you don’t have a sustainable product. This material is from a series of talks I've given to Product Managers and Developers at our own company and externally

1. David Nash david.nash@cdk.com
VP Product Management, Automotive
CDK Global

2. 1. At some point MVP will be behind you. If you don’t provide a
‘Whole’ Product, you don’t have a sustainable product.
2. Implications on your Roadmap

3. 1) First-iteration solution to an important market problem
2) Does 1 or 2 things really well, but not comprehensive
3) Builds confidence with early adopters – buys you time
4) Lets you learn & iterate quickly, by being in the market

4. Minimum Viable
Crappy product
nobody wants to use
or pay for
Comprehensive product built
by companies better financed
than us
Good product for a
start-up to build
MVP is “…that version of a new product
which allows a team to collect the
maximum amount of validated learning
about customers with the least effort.”

7. Coined by Ted Leavitt & Regis McKenna, in the 80’s.
Geoff Moore, later in "Crossing the Chasm"
Wikipedia: [Whole Product] refers to a ‘core’ product, augmented by everything that is needed
for the customer to have a compelling reason to buy.
Without these additional product components, the core product would not be very useful!
Augments the core with the vital elements
required for the product to have compelling value
What the customer experiences when
everything else has been handled
Core
Product
Value
Also
needed
capability
Also
needed
capability
Also
needed
capability

8. • Many are latent needs which your customer can’t
articulate – they only notice them if they’re missing.
• Not a chronology, many are persistent needs
• Keeps the customer at the center for Product & Dev
• Helps align every function in the company
Let’s take a walk around this circle..
Core
Product
Value
Discover
& Buy
Provision
& Onboard
Learn &
Master
Get
Insights
Stay
Safe
Get Help
Stay
Current
Extend &
Augment
Retire &
Export

9. You should also provide:
• Self-Service Demos
• Trial & Buy
• In-App purchase
• Conversion Metrics
• …
Core
Product
Value
Discover
& Buy
Provision
& Onboard
Learn &
Master
Get
Insights
Stay
Safe
Get Help
Stay
Current
Extend &
Augment
Retire &
Export

10. Core
Product
Value
Discover
& Buy
Provision
& Onboard
Learn &
Master
Get
Insights
Stay
Safe
Get Help
Stay
Current
Extend &
Augment
Retire &
Export
Two separate, related actions:
• First, stand-up (deploy) your app
• Then, get your customer’s data into it
Customer onboarding considerations:
• Intelligent defaults
• Self-service (Zero Implementation)
• Auto-migration/import from competitors
Nice Job! Um, not so much
Consumer App
Examples

11. • Ensure the customer succeeds at their first attempt
• Accelerate their Mastery
• Drives full utilization & helps avoid abandonment
UX in one photo
Core
Product
Value
Discover
& Buy
Provision
& Onboard
Learn &
Master
Get
Insights
Stay
Safe
Get Help
Stay
Current
Extend &
Augment
Retire &
Export

12. Provide Metrics so
• customers can justify paying you
• you can justify your investments
Stretch Goals:
• Scrub & Syndicate customer data
• Gamify
• …
Core
Product
Value
Discover
& Buy
Provision
& Onboard
Learn &
Master
Get
Insights
Stay
Safe
Get Help
Stay
Current
Extend &
Augment
Retire &
Export

13. • Self-Service support
• Peer community-based support
• Backup/Restore
• PCI/SPI
• Pre-empt & swarm any hacks
Core
Product
Value
Discover
& Buy
Provision
& Onboard
Learn &
Master
Get
Insights
Stay
Safe
Get
Help
Stay
Current
Extend &
Augment
Retire &
Export
• Frequent, non-disruptive updates

14. • 3rd-Party integration
• Developer/Partner programs
• Own the ecosystem
Core
Product
Value
Discover
& Buy
Provision
& Onboard
Learn &
Master
Get
Insights
Stay
Safe
Get Help
Stay
Current
Extend &
Augment
Retire &
Migrate
• Sunset old versions relentlessly
• Move data seamlessly to your newer product

15. The GoPro story..

16. MVP: ‘Revolution’ Whole Product: ‘Evolution’
Purpose Validate, build confidence, learn & iterate, at the
lowest cost or, Fail Fast & Pivot
Remove the barriers for latter adopters.
Target Persona Single, mostly the target User Includes Buyers & other 3rd party Influencers
Clarity of
requirements
Explicit, easily articulated Implicit, latent
Investment
required by users
Will be Large, many product gaps Must be Small, most gaps closed

17. Business
Value
Whole
Product
Technical
Debt
Q1 Q2 Q3 Q4
Address new customer
pain point #1
Update front end tech
stack
Installation
Improvement
Support call
reduction
Update back end
database
Improve feature #2 This lane is the one you show customers & prospects
These two lanes represent investments & tradeoffs
you make against your scarce dev resources
They go on your roadmap too. No free dev capacity!
Your Roadmap drives transparency & alignment on where you’re burning resources
Auto-update
feature

18. 1. MVP is now behind you. If you don’t provide a ‘Whole’ Product, or
‘MDP’, you don’t have a sustainable product.
2. Whole Product needs go on the Roadmap, too
Where can you apply this, now?