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Product strategy in agile and scrum

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How to build Product Strategy in Scrum and Agile companies

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Product strategy in agile and scrum

  1. 1. Product Strategy Lukasz Banach, 20.12.2016
  2. 2. Problems • No directions/foundations to decide about goals and priorities • Team/business areas split is suboptimal
  3. 3. 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
  4. 4. • “No longer see the woods for the trees” • “Perfectly executing the wrong strategy”
  5. 5. Preface • Vision <-> Strategy <-> Roadmap <-> Backlog
  6. 6. 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
  7. 7. Market and needs Key features Differentiators Business Goals PRODUCT
 STRATEGY
  8. 8. Market • Target customers, people who are likely to buy and use • Main problem of the product solves • Primary benefit it provides
  9. 9. 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
  10. 10. Business goals • How product is going to benefit the company • Not revenues only
  11. 11. Vision • Big • Shared (motivates and unite people) • Inspiring • Consise (easy to communicate and understand)
  12. 12. Vision WHY - Vision HOW - Strategy WHAT - Roadmap and Backlog
  13. 13. How to build innovative products
  14. 14. Launch Product - market fit
  15. 15. 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
  16. 16. Capture the Strategy
  17. 17. KPI’s for Strategy • S.M.A.R.T • Qualitative and quantitive • Lagging and Leading (Backward and forward) • Beyond financial and customers
  18. 18. Business Goals
  19. 19. Engage the Stakeholders Collaborate Consult Involve Inform
  20. 20. 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”
  21. 21. Strategy development
  22. 22. Right Segmentation approach Customers first Benefits first
  23. 23. Right Segmentation approach
  24. 24. Make Product Stand-out Strategy Canvas
  25. 25. Make Product Stand-out Eliminate features
  26. 26. Make Product Stand-out KANO model
  27. 27. Make Product Stand-out • Customer experience • Bundle/unbundle • (Re)position
  28. 28. 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…)
  29. 29. lukasz@codility.com Thanks

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