Reducing Risk through Agile Product Planning

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June 2 webinar on applying agile product planning to reduce product risk. Co-presented with with Hari Candadai, sponsored by Accept Software. Thoughts on roadmapping, BUFR (Big Up-Front Requirements) and improving go-to-market.

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  • Alex : This is the fourth of our webinar series on scaling Agile. Mark the dates of the coming events and join us for those as well. A recording of the previous webinar is available for replay from acceptsoftware.com. We will share with you the best practices that we have found effective in working with our customers and that leading experts like PRTM have fine tuned in their practice.
  • Emphasize three audiences, three languages, three challenges.
  • Emphasize three audiences, three languages, three challenges.
  • Emphasize three audiences, three languages, three challenges.
  • Emphasize three audiences, three languages, three challenges.
  • Long release cycles mean high-risk planning. Akin to high-risk testing in public K-12 education
  • www.enthiosys.com
  • www.enthiosys.com
  • www.enthiosys.com Feedback, adjustments, new information But additional releases are not free Even if Development has a shippable build… Tech Support, Marketing, Sales, Order Entry? Product management needs segment-specific feature map Will we get enough feedback (or revenue) to justify staggered release?
  • CYA/blame model
  • POLL #3- You can find a replay of today’s Webinar on our website Upcoming webinars: June 16 th – “Delivering Velocity and Value” with PRTM June 30 th – “The New Rules for the new Economy” – How the economy is changing the way that companies do business. Registration for both webinars are available now on our website, on the Webinars page.
  • Reducing Risk through Agile Product Planning

    1. 1. Agile Webinar Reducing Risk through Agile Product Planning Presenter: Rich Mironov Principal, Mironov Consulting Accept Proprietary and Confidential
    2. 2. <ul><li>April 29 – Distributed Teams and Complex Systems </li></ul><ul><li>May 12 th – Smart Requirements and Intelligent Backlogs </li></ul><ul><li>May 26 th – Flexible approach and methodologies </li></ul><ul><li>Today – Reducing risk through agile product planning </li></ul><ul><li>June 16 th – PRTM: Delivering Velocity and Value </li></ul>Scaling Agile Webinar Series Accept Proprietary and Confidential - © 2010
    3. 3. <ul><li>About agile product planning </li></ul><ul><li>Reducing risk on the development side </li></ul><ul><li>Reducing market-facing risk </li></ul><ul><li>Q&A </li></ul><ul><li>Submit your questions at any time; answered at the end </li></ul><ul><ul><ul><li>Locate question button at the top </li></ul></ul></ul><ul><ul><ul><li>Type your question </li></ul></ul></ul><ul><ul><ul><li>Press “submit“ </li></ul></ul></ul>Today’s Topics Accept Proprietary and Confidential - © 2010
    4. 4. About Rich Mironov <ul><li>Veteran product manager/strategist </li></ul><ul><ul><li>Business models, pricing, roadmaps </li></ul></ul><ul><ul><li>“ What do customers want?” </li></ul></ul><ul><ul><li>Agile meets business </li></ul></ul><ul><li>Repeat offender at software start-ups </li></ul><ul><li>Author of “The Art of Product Management” and Product Bytes blog </li></ul><ul><li>Chaired product stage at Agile 2009 and 2010 conferences </li></ul>
    5. 5. Agile’s Inner Loop (Development)
    6. 6. Agile’s Strategic Outer Loop (PM) <ul><li>Markets </li></ul><ul><li>Customers </li></ul><ul><li>Biz Models </li></ul><ul><li>Strategy </li></ul><ul><li>Portfolios </li></ul><ul><li>Funding </li></ul><ul><li>Customers </li></ul><ul><li>Sales </li></ul><ul><li>Marketing </li></ul><ul><li>Support </li></ul><ul><li>Upgrades </li></ul><ul><li>EOL/EOS </li></ul>
    7. 7. What Does a Product Manager Do? Mktg & Sales Markets & Customers Development Executives Product Management
    8. 8. What Does a Product Manager Do? Mktg & Sales market information, priorities, requirements, roadmaps, MRDs, personas, user stories… product Markets & Customers Development Executives Product Management
    9. 9. What Does a Product Manager Do? Mktg & Sales market information, priorities, requirements, roadmaps, MRDs, personas, user stories… product Field input, Market feedback Segmentation, messages, benefits/features, pricing, qualification, demos… Markets & Customers Development Executives Product Management
    10. 10. What Does a Product Manager Do? Mktg & Sales market information, priorities, requirements, roadmaps, MRDs, personas, user stories… product strategy, forecasts, commitments, roadmaps, competitive intelligence budgets, staff, targets Field input, Market feedback Segmentation, messages, benefits/features, pricing, qualification, demos… Markets & Customers Development Executives Product Management
    11. 11. <ul><li>Development-facing: opportunities created by agile development processes </li></ul><ul><ul><li>Roadmapping for early segment-specific revenue </li></ul></ul><ul><ul><li>Rethinking BUFR (Big Up-Front Requirements) </li></ul></ul><ul><li>Market-facing: applying agile thinking to GTM and customer processes </li></ul><ul><ul><li>Outbound process improvements/retrospectives </li></ul></ul><ul><ul><li>Managing expectations of infinite capacity </li></ul></ul>Two Kinds of Risk Reduction Accept Proprietary and Confidential - © 2010
    12. 12. <ul><li>Waterfall release planning tends toward release trains </li></ul><ul><ul><li>Design  Build  Test  Ship </li></ul></ul><ul><ul><li>9 month plan, 12-15 month actuals </li></ul></ul><ul><ul><li>Primary feature slowly crowds out nice-to-haves </li></ul></ul><ul><ul><li>All-or-nothing release </li></ul></ul><ul><ul><li>Huge pressure to keep your item on this train: next one is far behind </li></ul></ul>Traditional Release Train Model Accept Proprietary and Confidential - © 2010
    13. 13. Early Releases for Specific Segments Consumer-friendly UI - Automated back-up - Credit card security - Installs/Revenue Q3-10 Q4-10 Q1-11 Q2-11 University IT
    14. 14. Early Releases for Specific Segments Consumer-friendly UI - Automated back-up - Credit card security - Consumer-friendly UI - √ Automated back-up - √ Credit card security - - Installs/Revenue Q3-10 Q4-10 Q1-11 Q2-11 University IT Automotive
    15. 15. Early Releases for Specific Segments Consumer-friendly UI - Automated back-up - Credit card security - Consumer-friendly UI - √ √ Automated back-up - √ √ Credit card security - - √ Consumer-friendly UI - √ Automated back-up - √ Credit card security - - Installs/Revenue Q3-10 Q4-10 Q1-11 Q2-11 University IT Automotive Retail
    16. 16. <ul><li>BUFR : Big Up-Front Requirements </li></ul><ul><ul><li>January document, November release </li></ul></ul><ul><ul><li>“MRDs must be 100% complete before going to Engineering.” </li></ul></ul><ul><li>Consumed first by architects, then designers, then coders, then testers… </li></ul><ul><li>Late changes to requirements can be costly </li></ul><ul><li>Contrary to how product managers gather, understand and share information </li></ul>Rethinking BUFR Accept Proprietary and Confidential - © 2010
    17. 17. <ul><li>IMHO, best to start from a solid architecture </li></ul><ul><ul><li>Business model, product strategy </li></ul></ul><ul><ul><li>Segments or target personas </li></ul></ul><ul><ul><li>Technical architecture </li></ul></ul><ul><li>Development teams consume requirements over time </li></ul><ul><ul><li>Details of early stories now </li></ul></ul><ul><ul><li>Broad outlines of later stories </li></ul></ul><ul><ul><li>Continuous requirements process </li></ul></ul>Agile Opportunities Accept Proprietary and Confidential - © 2010
    18. 18. <ul><li>What requirements must be locked up front ? </li></ul><ul><ul><li>System architecture </li></ul></ul><ul><ul><li>Broad user roles/relationships </li></ul></ul><ul><ul><li>Basic wireframe </li></ul></ul><ul><li>Which can we explore, research, postpone… </li></ul><ul><ul><li>Detailed UI, workflow, branding? </li></ul></ul><ul><ul><li>Defaults, drop-downs, error messages? </li></ul></ul><ul><ul><li>Specific third party integration partners? </li></ul></ul><ul><ul><li>Detailed role-based access controls? </li></ul></ul><ul><li>Take time for discovery, VOC, forums </li></ul>Risk-Reduction Opportunities Accept Proprietary and Confidential - © 2010
    19. 19. <ul><li>Development-facing: opportunities created by agile development processes </li></ul><ul><ul><li>Roadmapping for early segment-specific revenue </li></ul></ul><ul><ul><li>Rethinking BUFR (Big Up-Front Requirements) </li></ul></ul><ul><li>Market-facing: applying agile thinking to GTM and customer processes </li></ul><ul><ul><li>Outbound process improvements/retrospectives </li></ul></ul><ul><ul><li>Managing expectations of infinite capacity </li></ul></ul>Two Kinds of Risk Reduction Accept Proprietary and Confidential - © 2010
    20. 20. <ul><li>Market risks typically outweigh technical risks </li></ul><ul><ul><li>Product positioning </li></ul></ul><ul><ul><li>Pricing/packaging clarity </li></ul></ul><ul><ul><li>Sales incentives </li></ul></ul><ul><ul><li>Channels & ecosystems </li></ul></ul><ul><ul><li>Support readiness </li></ul></ul><ul><li>Most companies treat GTM as a series of one-off efforts </li></ul>Outbound Product Risk Accept Proprietary and Confidential - © 2010
    21. 21. <ul><li>“Retrospective” sounds friendlier than “post mortem” </li></ul><ul><ul><li>What went well on this launch? What would we do differently? What needs improvement? </li></ul></ul><ul><ul><li>Reduce market execution risk over time </li></ul></ul><ul><li>Driving outbound process improvements is an organizational challenge </li></ul><ul><ul><li>Launch-specific teams </li></ul></ul><ul><ul><li>Weak definitions of “done” and “quality” </li></ul></ul>Improving the Outbound Execution Process Accept Proprietary and Confidential - © 2010
    22. 22. <ul><li>Sales/Marketing believes that agile instantly makes Development infinitely productive </li></ul><ul><ul><li>“ Now we can address every customer’s wish list” </li></ul></ul><ul><ul><li>“ My item is small enough to fit into this sprint” </li></ul></ul><ul><li>Requirements always exceed resources </li></ul><ul><li>Product planning still requires priorities, roadmaps, difficult trade-offs </li></ul>Agile = Infinite Capacity? Accept Proprietary and Confidential - © 2010
    23. 23. <ul><li>Clarity and visibility reduce risk </li></ul><ul><li>Backlogs highlight release-level priorities and trade-offs </li></ul><ul><ul><li>Inserting something new always pushes down other items </li></ul></ul><ul><ul><li>“ Why did we rank this so high? Which customers/stakeholders need this?” </li></ul></ul><ul><li>Reality-based roadmaps match product choices to revenue </li></ul>Applying Agile Planning Tools Accept Proprietary and Confidential - © 2010
    24. 24. <ul><li>Plans, roadmaps and backlogs are tools </li></ul><ul><li>You provide context, motivation, repetition </li></ul><ul><li>How do we model the right behaviors? </li></ul><ul><li>An organizational design problem </li></ul><ul><ul><li>Example: giving VP Sales one “magic bullet” for out-of-plan requests </li></ul></ul>Planning Is Still a People Activity Accept Proprietary and Confidential - © 2010
    25. 25. Take-Aways <ul><li>Agile development increases the need for product planning </li></ul><ul><li>Risk reduction comes from clear product priorities, understanding the market, and creating flexibility </li></ul><ul><li>Opportunities to apply agile thinking beyond the development process </li></ul>
    26. 26. Thank You for Attending <ul><ul><ul><li>Reminder…to ask a question: </li></ul></ul></ul><ul><ul><ul><li>Locate question button above </li></ul></ul></ul><ul><ul><ul><li>Type your question </li></ul></ul></ul><ul><ul><ul><li>Press &quot;submit“ </li></ul></ul></ul>Upcoming Webinars June 16 th – Delivering Velocity and Value with PRTM June 30 th – The New Rules for the New Economy Webinar replay www.acceptsoftware.com

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