JAX London presentation 2014

1. Why do we Create
Software?
★ JAX London, October 2014 ★
Roman Pichler
@romanpichler
romanpichler.com

2. About
me
• Product
management
consultant,
trainer,
and
author
– More
than
10
years
experience
in
teaching
and
coaching
product
managers
and
helping
companies
apply
agile
prac;ces
to
achieve
business
success.
– I
once
managed
to
earn
a
living
from
wri;ng
soAware.
• Business
and
product
owner
– I
try
and
walk
my
own
talk
©
2014
Pichler
Consul;ng
Ltd
2
One of my books

4. Artwork
by
Ole
Størksen

5. What programmers want:

6. http://www.h4-entertainment.com/wp-content/uploads/2014/01/coding-powers.jpg

7. What managers want:

8. http://www.etlsolutions.com/wp-content/uploads/2012/04/Planning-for-a-data-migration-project.jpg

9. What we need:

10. http://images3.alphacoders.com/623/62375.jpg

11. We have a great idea.
Why should we bother
with a vision?

12. “If you are working on
something exciting that
you really care about,
you don’t have to be
pushed. The vision
pulls you.”

13. But how do we know that
the software will add
value?

14. Enter
the
Product
Strategy
Why would
they use
the product?
What’s
in it for the
company?
Who are the
customers?
What is the
business
model?
Business
goals
What makes
the product
unique?
What are
its key
features?
Market
Value
proposition
©
2014
Pichler
Consul;ng
Ltd
14
Why would
they buy it?
Who are
the users?

15. A Tool.
We need a Tool.

16. What? Why? Who? Why &
how?
©
2014
Pichler
Consul;ng
Ltd
16

17. Vision
Board
for
the
Dance
Game
Users: Children aged
8 to 12; interested in
music and dancing;
play computer games
regularly; have
access to iPad.
Customers: Parents;
affluent; own iPad.
Have fun interacting
with characters and
making them dance
to music.
©
2014
Pichler
Consul;ng
Ltd
17
iPad app with a cast
of characters, dance
floors and music:
• Customise the
characters and the
dance studio.
• Play together with
remote players.
• Choreograph new
dances.
• Share dance studio
via social media.
Business goal: Open
up a new revenue
source, diversify.
Business model:
Fremium
• Basic version free.
• In-app purchases to
generate revenue.
Help children enjoy dancing and music.

18. Are we done?
Can we code now?

20. Test
your
Strategy!
©
2014
Pichler
Consul;ng
Ltd
20
1. Select the
biggest risk
2. Decide how
to address it
3. Collect
the data
4. Analyse
results and
make changes
Pivot?

21. Pivot
Explained
• The
product
strategy
is
invalid
– Wrong
target
group
or
wrong
needs
or
– Solu;on
not
feasible
or
– Business
model
not
working
• Decision:
Abort
or
change?
• Pivot
early,
fail
and
learn
fast
– Fail-­‐safe
environment:
failure
is
an
op;on
©
2014
Pichler
Consul;ng
Ltd
21

22. Pivot!

23. Pivoted
Vision
Board
Users: Children aged
8 to 12; interested in
music and dancing;
have access to the
Internet.
Customers: Parents;
own a computer/
tablet/smartphone.
Want to learn to
dance or new dance
moves.
©
2014
Pichler
Consul;ng
Ltd
23
E-learning tutorial:
• Video-based simple
instructions.
• Wide range of
music and dance
styles.
• Record and share
dance performan-ces.
Business goal: Open
up a new revenue
source, diversify.
Business model:
• Pay per session.
• Subscription.
Help children enjoy dancing and music.

24. Let’s build it.

25. Artwork
by
Ole
Størksen

26. Summary
• Work
on
products
that
you
find
exci;ng
and
ensure
that
everybody
has
the
same
vision.
• Understand
the
value
the
product
creates
for
the
users
and
customers
and
for
the
business.
• Life
is
too
short
to
work
on
products
that
nobody
really
wants
and
needs.
©
2014
Pichler
Consul;ng
Ltd
26

27. Product
Planning
Training
Register
at
h]p://www.romanpichler.com/training-­‐courses/
©
2014
Pichler
Consul;ng
Ltd
27
Charity and
startup discount
available!

28. Thank
You!
Download the Vision Board at:
romanpichler.com/tools/vision-board
I look forward to your feedback and questions:
info@romanpichler.com
@romanpichler
©
2014
Pichler
Consul;ng
Ltd
28