Entre un 40% y un 70% de los productos digitales no logran una adopción significativa en el mercado y no cumplen con sus objetivos de negocio.
El mundo está cambiado muy rápidamente en los últimos años y el ritmo de cambio y disrupción debido a la tecnología, la digitalización y la globalización está creciendo exponencialmente. Esto supone un reto para la mayoría de empresas y también para muchos profesionales. Hace falta una estructura organizativa orientada a valor, nuevas técnicas de gestión de producto y una nueva mentalidad.
Las empresas deben estructurarse en verdaderas organizaciones Lean de producto, y para ello requieren de un rol muy específico y fundamental para el éxito. El Lean Product Manager o Digital Product Manager.
Pero, ni Product Owners, Product Managers, Business Development Managers o Project Managers consiguen desarrollar ese rol con éxito.
Las formaciones de Agile y Scrum te enseñan a ejecutar un proyecto. En esta introducción al Lean Product Management podrás ver cómo gestionar de manera efectiva el ciclo de vida completo de un producto.
No te puedes perder este meetup si deseas conocer de primera mano las habilidades fundamentales que necesitan las empresas modernas en la figura del Digital Product Manager.
Contenido
Siguiendo el ciclo de vida de un producto como hilo conductor, revisaremos los conceptos fundamentales de Lean Startup, Modelos de Negocio, Economía del Comportamiento, Estrategia y
Ejecución.
Además, veremos también los errores más comunes, que aún hoy en día, empresas “Agile" cometen en el desarrollo de productos.
Estos son los temas fundamentales que cubriremos en el meetup
- Modelos de Negocio
- Ciclo de Vida de un Producto
- Product-Market Fit
- Estrategia de Producto
- OKRs
- Roadmap de Producto
- Priorización
2. aktiasolutions.com @AktiaSolutions
I have spent last 20 years in technology related roles. As
an engineer, manager, consultant, agile coach, team
coach, executive coach and now business owner.
I’m Managing Director at AKTIA Solutions, a
Management Consulting Firm.
I also help companies as Lean Startup Coach, Lean and
Agile Coach and Team and Executive Coach.
I work with digital businesses to drive market
leadership by enabling operational excellence,
customer focus, innovation and strategic alignment.
I offer expert advice, consulting and coaching to
companies who develop software based products
which are looking for high growth rates.
gerardchiva.com
4. aktiasolutions.com @AktiaSolutions
Evolution of Product Management
http://aktiasolutions.com/product-owner-product-manager-lean-product-management/
http://aktiasolutions.com/value-stream-manager-lean-product-management/
5. aktiasolutions.com @AktiaSolutions
Product Owner vs Product Manager
"In digital product companies, it is critical that the
Product Manager also be the Product Owner. If you
split these roles into two people, some very common and
predictable problems result
(...) Moreover, the additional responsibilities of the Product
Manager are what enables good Product Owner decisions
in a product company.
(...) the Product Owner role covers a very small part of the
responsibilities of a product manager. To summarize,
Product Owner responsibilities are a small subset of
product management responsibilities, but it's critical
that the Product Manager covers both”.
7. aktiasolutions.com @AktiaSolutions
• Software is eating the world
• Technology disruption
• Hyper-connected world
• Global Market
• Customers’ expectations
• Employees’ expectations
The World Has Changed
http://aktiasolutions.com/es/introduccion-a-lean-product-management-agile-product-management/
10. aktiasolutions.com @AktiaSolutions
• Around 75% of venture-backed startups fail
• Anywhere from 40% to 90% of new products fail to
gain significant market adoption
Most New Products and Companies Fail
https://www.inc.com/john-mcdermott/report-3-out-of-4-venture-backed-start-ups-fail.html
https://blog.strategyzer.com/posts/2018/10/15/why-companies-work-on-products-nobody-wants
14. aktiasolutions.com @AktiaSolutions
1. The Wrong Structure
2. The Wrong Process
3. The Wrong People
Design Mistakes
http://aktiasolutions.com/es/tres-errores-organizaciones-producto-digital/
19. aktiasolutions.com @AktiaSolutions
The Right Structure
http://aktiasolutions.com/es/gestion-partes-interesadas-gestion-stakeholders/
1. Define Value
2. Organize Around Value Streams
3. Enable Flow
4. Implement Pull
5. Seek Perfection
27. aktiasolutions.com @AktiaSolutions
A Business Model is a story about
how an organization creates,
delivers and captures value.
What is a business model?
http://aktiasolutions.com/es/modelo-de-negocio-lean-startup-lean-product-management/
43. aktiasolutions.com @AktiaSolutions
What is Product-Market Fit?
Product-Market Fit is the point in the
life cycle of a product (or feature)
where you can quantitatively verify
that you are capturing monetizable
value from the market.
Gerard Chiva
50. aktiasolutions.com @AktiaSolutions
Conditions of a good MVP
1. It must provide value to the customer
2. It must capture monetizable value back
3. It must be functional, reliable, usable and
delightful
55. aktiasolutions.com @AktiaSolutions
What is Strategy?
Strategy is about making specific choices to win in the marketplace.
A firm creates a sustainable competitive advantage over its rivals by
deliberately choosing a different set of activities to deliver unique
value.
Strategy is choice. It is an integrated set of choices that uniquely
positions the firm in its industry so as to create sustainable advantage
and superior value relative to the competition.
Mike Porter, autor de “Competitive Strategy”
56. aktiasolutions.com @AktiaSolutions
What is NOT Strategy?
• Vision, Mission, Purpose, Values, Culture
• Goals
• Plan
• Short-term
• Optimization of status-quo
• Best practices
• Competitive me-too
67. aktiasolutions.com @AktiaSolutions
Mission Command
• Provide intent
• Give control → Competence + Clarity
• Move authority where information is
• Create leaders
http://aktiasolutions.com/es/empezar-con-okrs-comenzar-con-okrs/
70. aktiasolutions.com @AktiaSolutions
OKR Example
Objective
• USA is the recognized leader in space
Key Results
• At least one astronaut lands on the moon and returns home safely
before the end of decade
• Moon mission captured in photos and videos
• Do not exceed $10Bn budget
71. aktiasolutions.com @AktiaSolutions
OKR Example
Objective
• We have to become a multiplanetary species
Key Results
• We have successfully landed 10 missions with humans in Mars
• We can generate sufficient combustible in Mars to return to Earth
safely
• We have one mining settlement at the Asteroid Belt
76. aktiasolutions.com @AktiaSolutions
The Three Embarrassing Truths
1. Most of our ideas will fail
2. Time to product-market fit cannot be known
3. Roadmap doesn’t mean commitment
Shipping stuff nobody wants
79. aktiasolutions.com @AktiaSolutions
What is a Product Roadmap?
1. A strategic communication tool
2. A prototype of your strategy
3. A statement of intent and direction
How you will realize your product vision
83. aktiasolutions.com @AktiaSolutions
There is always more work than capacity
Why do we Prioritize?
WHAT DO WE DO NEXT?
http://aktiasolutions.com/es/tecnicas-de-priorizacion-lean-product-management/
86. aktiasolutions.com @AktiaSolutions
How do we schedule work?
1. Criteria to determine importance (Shall we
work on it at all?)
2. Criteria to determine order (When?)
Prioritization
94. aktiasolutions.com @AktiaSolutions
What do we measure?
● Operational Metrics (Process Health)
● Fitness Criteria (Customer Satisfaction)
● Business Metrics (Business Health)
95. aktiasolutions.com @AktiaSolutions
What do we measure?
● Operational Metrics (Process Health)
● Fitness Criteria (Customer Satisfaction)
● Business Metrics (Business Health)
Your product is your business model
100. aktiasolutions.com @AktiaSolutions
Innovation Accounting
1 - Problem:
Respondents who have
this need, respondents
who are aware of having
the need
2 - Solution:
Respondents who try the
MVP, engagement,
churn, most-used/least-
used features, people
willing to pay
3 - UVP:
Feedback scores,
independent ratings,
sentiment analysis,
customer-worded
descriptions, surveys,
search, and competitive
analysis
4 - Customer
Segments:
How easy it is to find
groups of prospects,
unique word segments,
targeted funnel traffic
from particular source
5 - Channels:
Leads and customers per
channel, viral coefficient
and cycle, net promoter
score, open rate, affiliate
margins, CTR,
PageRank, message
reach
6 - Unfair Advantage:
Respondents’
understanding of the
UVP, patents, brand
equity, barriers to entry,
number of new entrants,
exclusivity of
relationships
7 - Revenue Streams:
Lifetime customer value, average revenue
per user, conversion rate, shopping cart
size, CTR
8 - Cost Structure:
Fixed costs, cost of customer acquisition,
cost of servicing nth customer, support
costs, keyword costs
OMTM (One
Metric That
Matters)
Innovation accounting is a system for translating from the vague
language of “learning” to the hard language of dollars. It puts a
price not just on success but also on information. Innovation
accounting allows organizations to quantify learning in terms of
future cash flows - Eric Ries
103. aktiasolutions.com @AktiaSolutions
Find the right metric
In order to find the right metric you need four things:
1. Understand what business you are in
2. Understand what stage in the product lifecycle you are
currently in
3. Understand what problem you are trying to solve
4. An analytics model