Copyright 2012 Cowan PublishingCustomerDiscoveryHacksComm 4460‘Entrepreneurship’at UVA
Copyright 2012 Cowan Publishing
Copyright 2012 Cowan Publishing
Copyright 2012 Cowan PublishingDesign ThinkingLean StartupCustomer Dev.Agile} BIG VOID{ Actual Practice
to learnmore aboutlaunchingnew ideasKNOWLEDGEof softwaredevelopmentnot assumedACTIONto work onnew ideasDESIRE
Copyright 2012 Cowan PublishingIDEATIONPLANNINGORGANIZATIONDEVELOPMENT
Copyright 2012 Cowan PublishingIDEATIONSelf-LoveAnd ThenSurvivalBack ThenALEX COWANAlexanderCowan.com@cowanSF
Copyright 2012 Cowan PublishingIDEATIONALEX COWANAlexanderCowan.com@cowanSF
Copyright 2012 Cowan PublishingIDEATIONSelf-LoveAnd ThenDesignThinkingAnd NowSurvivalBack Then
Copyright 2012 Cowan PublishingDESIGN THINKING- WHAT ISDESIGNTHINKINGCUSTOMERDISCOVERYCUSTOMERVALIDATIONALEX COWANAlexande...
Copyright 2012 Cowan PublishingEmpathyDESIGN THINKING- WHAT ISCreativity
Copyright 2012 Cowan PublishingIDEATIONALEX COWANAlexanderCowan.com@cowanSF
Copyright 2012 Cowan PublishingEntry1Urinate as they go2Edges preferred3Speedy4PB > cheese5EmpathyIDEATIONALEX COWANAlexan...
Copyright 2012 Cowan PublishingCheck & RepairUV ValidationRelevant PlacementA Better Mouse TrapPowered by Better BaitCreat...
Copyright 2012 Cowan PublishingIDEATIONPersonasProblemScenarios?ALEX COWANAlexanderCowan.com@cowanSF
Copyright 2012 Cowan Publishing•Women•Age 28-45•Have kids•Socialize with other mom’s•Online with Facebook•86% said they’d ...
Copyright 2012 Cowan PublishingIDEATIONALEX COWANAlexanderCowan.com@cowanSF
Copyright 2012 Cowan PublishingMary is a mom by choice. She had a successfulcareer in accounting, but welcomed the opportu...
Copyright 2012 Cowan PublishingIDEATION
Copyright 2012 Cowan PublishingIDEATIONPersonasUserStoriesProblemScenarios?
Copyright 2012 Cowan PublishingDraftingStoriesPERSONASSTORIESEpic StoriesStoriesTest Cases“As a [persona],I want to [do so...
Copyright 2012 Cowan PublishingBorrowedwithutmostregardfromBanksy(banksy.co.uk)IDEATION
Copyright 2012 Cowan PublishingPLANNING!5,000,000%0%5,000,000%10,000,000%15,000,000%20,000,000%25,000,000%30,000,000%35,00...
!5,000,000%0%5,000,000%10,000,000%15,000,000%20,000,000%25,000,000%30,000,000%35,000,000%40,000,000%45,000,000%2012% 2013%...
Copyright 2012 Cowan PublishingPLANNINGPLANNINGDo I have real evidence from my buyer thatthis is compelling?6.a YESresults...
Copyright 2012 Cowan PublishingPriority Key Assumption Needs Proving? Experimentation1[A key assumption aboutthe business]...
Copyright 2012 Cowan PublishingPLANNING
Copyright 2012 Cowan Publishing$PLANNINGALEX COWANAlexanderCowan.com@cowanSF
Copyright 2012 Cowan PublishingORGANIZATION==ApingThenCustomerDevelopmentNowALEX COWANAlexanderCowan.com@cowanSF
Copyright 2012 Cowan Publishing≠ORGANIZATIONALEX COWANAlexanderCowan.com@cowanSF
Copyright 2012 Cowan PublishingORGANIZATIONALEX COWANAlexanderCowan.com@cowanSF
Big CompanyRecipes AppliedCopyright 2012 Cowan Publishing5 Year Plan ==10x Returns!X: < Odds at LottoVC-EncouragedMenageri...
Investors?Advisors?Focus on ValidatedLearningCopyright 2012 Cowan PublishingKey AssumptionsID’ed, ValidatedLower Risk &Cap...
Copyright 2012 Cowan PublishingDEVELOPMENTWaterfallThenAgileNowALEX COWANAlexanderCowan.com@cowanSF
Copyright 2012 Cowan PublishingIndividualsInteractions>ProcessesToolsWorkingsoftwareComprehensiveDocumentation>Customercol...
Copyright 2012 Cowan PublishingDEVELOPMENTvalidate featurerelevance withcustomersPastcollaborate withdevelopmentteamPresen...
Copyright 2012 Cowan PublishingDESIGNTHINKINGLEANSTARTUPCUSTOMERDEV.AGILEpersonasproblem scenariosuser storieshypothesis(a...
Copyright 2012 Cowan Publishing2007 went out on my own2008profitable,productizedconsulting business2010 software business2...
Copyright 2012 Cowan PublishingA LEAN PROGRESSIONCONSULTING PRODUCTSValidated problemscenarios withsubstantial detail‘PROD...
Copyright 2012 Cowan PublishingUNDERSTANDING THE MARKET50-70% ofEnterpriseSoftwareImplementationsFail ALEX COWANAlexanderC...
Copyright 2012 Cowan PublishingIDEATIONALEX COWANAlexanderCowan.com@cowanSF
How do we do thismore efficiently? Arewe implementing bestpractices?How do we improveservice quality? Howdo we verify that...
Copyright 2012 Cowan PublishingUSER STORIES“As a receptionist, I want to receive an outof the box set up that’s created ag...
Copyright 2012 Cowan PublishingSTORY TEST CASE“As a receptionist, I want to receive an out of the box phoneset up that’s c...
Copyright 2012 Cowan PublishingIDEATIONALEX COWANAlexanderCowan.com@cowanSF
Copyright 2012 Cowan PublishingMARY THE MOMAbout: Mary the mom. . . [Describe like your friend or the beginningof a short ...
Copyright 2012 Cowan PublishingEND USER PERSONASRitathe ResellerOrsonthe Office Mgr.Ignatiusthe IT GuyRhondathe Receptionis...
Copyright 2012 Cowan PublishingENTERPRISE PERSONASNietzschethe Network Eng.Paolathe ProvisionerSidneythe Sys. Admin.Perciv...
Copyright 2012 Cowan PublishingPLANNINGALEX COWANAlexanderCowan.com@cowanSF
Copyright 2012 Cowan PublishingPLANNINGVisual device management emerged fromgeneral industry activity and follow-on workat...
Copyright 2012 Cowan Publishing“Parents want to better organize the distribution of allowances”Priority: [1 for existentia...
Copyright 2012 Cowan PublishingPRIORITY KEY ASSUMPTIONSNEEDSPROVING?EXPERIMENTATION1End users at large want a visual toolt...
Copyright 2012 Cowan PublishingPERSONA PROBLEM SCENARIOOrson theOffice Manager‘I still don’t get it.’‘This thing should inc...
Copyright 2012 Cowan PublishingPriority Key Assumption Needs Proving? Experimentation1End users want to log inand do self-...
Copyright 2012 Cowan PublishingPriority Key Assumption Needs Proving? Experimentation1End users want to log inand do self-...
Copyright 2012 Cowan PublishingTake II- DASHBOARDSALEX COWANAlexanderCowan.com@cowanSF
Copyright 2012 Cowan PublishingPriority Key Assumption Needs Proving? Experimentation1Customer admin’s willdo self-care wi...
Copyright 2012 Cowan PublishingDASHBOARDALEX COWANAlexanderCowan.com@cowanSF
Copyright 2012 Cowan PublishingGood ≠ ViralPLANNINGALEX COWANAlexanderCowan.com@cowanSF
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this lice...
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this lice...
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this lice...
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this lice...
Copyright 2012 Cowan Publishingsee alexandercowan.com/finplanoperations begin2007 2008 2009 2010 2011 2012Revenue (consulti...
Copyright 2012 Cowan PublishingThesesGrowth?Retention?Supportability?Ongoing investment?Competition?HypothesesDoes anyone ...
Copyright 2012 Cowan PublishingORGANIZATIONALEX COWANAlexanderCowan.com@cowanSF
Copyright 2012 Cowan PublishingORGANIZATIONCustomerDevelopment(me)(dev & opsmgmt.)(dev & operationsteam)Scaling(me)(expand...
Copyright 2012 Cowan PublishingWho’s the audience? What’s the problem scenario?How will it help you sharpen your personas?...
Copyright 2012 Cowan PublishingDEVELOPMENTALEX COWANAlexanderCowan.com@cowanSF
Copyright 2012 Cowan PublishingDEVELOPMENTLOKIPORTALSITERATION 01 ITERATION 02 ITERATION 03 ITERATION 04ITERATION 01 ITERA...
Specialties(VARIOUS)DESIGNUNIXSYSADMINRUBYPYTONJAVAPHP.........SEOANALYTICS...(VARIOUS)MGMT....Copyright 2012 Cowan Publis...
Copyright 2012 Cowan PublishingMAKING PROGRESSIDEA!PositioningStatement?Field Work & AnalyticsIdeation & DesignProduct Dev...
Copyright 2012 Cowan PublishingBUY THE BOOKA practical primer for anyonewanting to actually implementtoday’s best practice...
Copyright 2012 Cowan Publishing@cowanSFalexandercowan.com/blogacowan@alexandercowan.comalexandercowan.com/speakingalexande...
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@UVA McIntire School- Customer Discovery Hacks

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These are from a lecture I did at UVA's undergraduate school of business (commerce), McIntire. The class was 'Commerce 4681- Entrepreneurship'. It's part of an entrepreneurship track UVA offers. The objective of the talk was to present an applied view of design thinking, Lean Startup, customer development, and agile. No footage, but if you'd like a live or screencast version of the talk you can find them here: www.alexandercowan.com/speaking.

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@UVA McIntire School- Customer Discovery Hacks

  1. 1. Copyright 2012 Cowan PublishingCustomerDiscoveryHacksComm 4460‘Entrepreneurship’at UVA
  2. 2. Copyright 2012 Cowan Publishing
  3. 3. Copyright 2012 Cowan Publishing
  4. 4. Copyright 2012 Cowan PublishingDesign ThinkingLean StartupCustomer Dev.Agile} BIG VOID{ Actual Practice
  5. 5. to learnmore aboutlaunchingnew ideasKNOWLEDGEof softwaredevelopmentnot assumedACTIONto work onnew ideasDESIRE
  6. 6. Copyright 2012 Cowan PublishingIDEATIONPLANNINGORGANIZATIONDEVELOPMENT
  7. 7. Copyright 2012 Cowan PublishingIDEATIONSelf-LoveAnd ThenSurvivalBack ThenALEX COWANAlexanderCowan.com@cowanSF
  8. 8. Copyright 2012 Cowan PublishingIDEATIONALEX COWANAlexanderCowan.com@cowanSF
  9. 9. Copyright 2012 Cowan PublishingIDEATIONSelf-LoveAnd ThenDesignThinkingAnd NowSurvivalBack Then
  10. 10. Copyright 2012 Cowan PublishingDESIGN THINKING- WHAT ISDESIGNTHINKINGCUSTOMERDISCOVERYCUSTOMERVALIDATIONALEX COWANAlexanderCowan.com@cowanSF
  11. 11. Copyright 2012 Cowan PublishingEmpathyDESIGN THINKING- WHAT ISCreativity
  12. 12. Copyright 2012 Cowan PublishingIDEATIONALEX COWANAlexanderCowan.com@cowanSF
  13. 13. Copyright 2012 Cowan PublishingEntry1Urinate as they go2Edges preferred3Speedy4PB > cheese5EmpathyIDEATIONALEX COWANAlexanderCowan.com@cowanSF
  14. 14. Copyright 2012 Cowan PublishingCheck & RepairUV ValidationRelevant PlacementA Better Mouse TrapPowered by Better BaitCreativity12345ALEX COWANAlexanderCowan.com@cowanSF
  15. 15. Copyright 2012 Cowan PublishingIDEATIONPersonasProblemScenarios?ALEX COWANAlexanderCowan.com@cowanSF
  16. 16. Copyright 2012 Cowan Publishing•Women•Age 28-45•Have kids•Socialize with other mom’s•Online with Facebook•86% said they’d like to bemore organized•70% said they’d use anapplication that organizes themIDEATION
  17. 17. Copyright 2012 Cowan PublishingIDEATIONALEX COWANAlexanderCowan.com@cowanSF
  18. 18. Copyright 2012 Cowan PublishingMary is a mom by choice. She had a successfulcareer in accounting, but welcomed the opportunity tobe a stay at home mom. She loves it. But it’s not likehaving kids purged her creative, social instincts. Shewants to connect, she wants to learn, she wants tointeract. Being a mom is a job and she wants to do itwell. That means corresponding with other mom’s onrelevant topics and keeping the family calendar inship shape. She posts to Facebook at least twice aweek and responds to other moms’ items more oftenthan that.For household stuff, Costco is the go-to place, butshe’ll pick up fresh items at the farmer’s market whenit’s up and splurge at Whole Foods when they’rehaving company.Mary the MomIDEATION
  19. 19. Copyright 2012 Cowan PublishingIDEATION
  20. 20. Copyright 2012 Cowan PublishingIDEATIONPersonasUserStoriesProblemScenarios?
  21. 21. Copyright 2012 Cowan PublishingDraftingStoriesPERSONASSTORIESEpic StoriesStoriesTest Cases“As a [persona],I want to [do something]so that I can [derive a benefit]”IDEATIONALEX COWANAlexanderCowan.com@cowanSF
  22. 22. Copyright 2012 Cowan PublishingBorrowedwithutmostregardfromBanksy(banksy.co.uk)IDEATION
  23. 23. Copyright 2012 Cowan PublishingPLANNING!5,000,000%0%5,000,000%10,000,000%15,000,000%20,000,000%25,000,000%30,000,000%35,000,000%40,000,000%45,000,000%2012% 2013% 2014% 2015% 2016% 2017% 2018% 2019% 2020%Revenue%Expense%EBITDA%Five YearPlanThenIterativeManagementNow6.a PIVOTexperimentsdisprovehypothesis01 IDEA!02 HYPOTHESIS03 EXPERIMENTAL DESIGN04 EXPERIMENTATION05 PIVOT OR PERSEVERE?6.b PERSEVEREexperiments provehypothesisALEX COWANAlexanderCowan.com@cowanSF
  24. 24. !5,000,000%0%5,000,000%10,000,000%15,000,000%20,000,000%25,000,000%30,000,000%35,000,000%40,000,000%45,000,000%2012% 2013% 2014% 2015% 2016% 2017% 2018% 2019% 2020%Revenue%Expense%EBITDA%Copyright 2012 Cowan PublishingPLANNINGALEX COWANAlexanderCowan.com@cowanSF
  25. 25. Copyright 2012 Cowan PublishingPLANNINGPLANNINGDo I have real evidence from my buyer thatthis is compelling?6.a YESresultsdisprovehypothesis01 IDEA!02 HYPOTHESIS03 EXPERIMENTAL DESIGN04 EXPERIMENTATION05 REVISE?6.b NOwe appear tohave a validhypothesisWhat are the key assumptionsrequired to make this business work?6.a YESresultsdisprovehypothesis01 IDEA!02 HYPOTHESIS03 EXPERIMENTAL DESIGN04 EXPERIMENTATION05 REVISE?6.b NOwe appear tohave a validhypothesisHow do I definitely prove or disprovethe assumptions with a minimum oftime and effort?6.a YESresultsdisprovehypothesis01 IDEA!02 HYPOTHESIS03 EXPERIMENTAL DESIGN04 EXPERIMENTATION05 REVISE?6.b NOwe appear tohave a validhypothesis6.a YESresultsdisprovehypothesis01 IDEA!02 HYPOTHESIS03 EXPERIMENTAL DESIGN04 EXPERIMENTATION05 REVISE?6.b NOwe appear tohave a validhypothesisAm I reacting or am I focused onvalidating my pivotal assumptions?‘Pivot or persevere?’ALEX COWANAlexanderCowan.com@cowanSF
  26. 26. Copyright 2012 Cowan PublishingPriority Key Assumption Needs Proving? Experimentation1[A key assumption aboutthe business][Whether it needsproving[Experiment toprove or disprove]1Parents want to betterorganize the distributionof allowancesYes* Post the proposition in adsonline* Measure sign-up’s on a landingpage2Parents have smartphonesNo n/aPLANNINGALEX COWANAlexanderCowan.com@cowanSF
  27. 27. Copyright 2012 Cowan PublishingPLANNING
  28. 28. Copyright 2012 Cowan Publishing$PLANNINGALEX COWANAlexanderCowan.com@cowanSF
  29. 29. Copyright 2012 Cowan PublishingORGANIZATION==ApingThenCustomerDevelopmentNowALEX COWANAlexanderCowan.com@cowanSF
  30. 30. Copyright 2012 Cowan Publishing≠ORGANIZATIONALEX COWANAlexanderCowan.com@cowanSF
  31. 31. Copyright 2012 Cowan PublishingORGANIZATIONALEX COWANAlexanderCowan.com@cowanSF
  32. 32. Big CompanyRecipes AppliedCopyright 2012 Cowan Publishing5 Year Plan ==10x Returns!X: < Odds at LottoVC-EncouragedMenagerieX: Too muchtoo soonX: Lack of Experiencein Hands-on DiscoveryX: Better Luck withthe LotteryTime to Face the MusicX: New Theories toExplain Plan v. ActualX: Fun and Profit-UnlikelyORGANIZATION++New Idea!Expanded TeamRevisions to Plan== Edgy BoardX: Want Lots ofCapital at WorkIt Works! Working 5 Year PlanNew HiresFounders Investors BoardALEX COWANAlexanderCowan.com@cowanSF
  33. 33. Investors?Advisors?Focus on ValidatedLearningCopyright 2012 Cowan PublishingKey AssumptionsID’ed, ValidatedLower Risk &Capital RequirementResourcesAs NeededClear Focus inHiring & ContractingRoles and SuccessCriteria ClearProgress is Quickand MeasurableTime to Facethe MusicValidated LearningAnswers SharedQuestionsFun & ProfitORGANIZATION++New Idea!Full Tilt at a ‘Pivot orPersevere’ MomentIs approachworking or not?Option forNon-TraditionalFunding StrategiesExpanded TeamNew HiresFounders Investors BoardALEX COWANAlexanderCowan.com@cowanSF
  34. 34. Copyright 2012 Cowan PublishingDEVELOPMENTWaterfallThenAgileNowALEX COWANAlexanderCowan.com@cowanSF
  35. 35. Copyright 2012 Cowan PublishingIndividualsInteractions>ProcessesToolsWorkingsoftwareComprehensiveDocumentation>CustomercollaborationContractnegotiation>Respondingto changeFollowinga plan>DEVELOPMENTALEX COWANAlexanderCowan.com@cowanSF
  36. 36. Copyright 2012 Cowan PublishingDEVELOPMENTvalidate featurerelevance withcustomersPastcollaborate withdevelopmentteamPresentobserve andenvision what’snextFuture
  37. 37. Copyright 2012 Cowan PublishingDESIGNTHINKINGLEANSTARTUPCUSTOMERDEV.AGILEpersonasproblem scenariosuser storieshypothesis(assumptions)experimental designroles & teamobjectivesworking productALEX COWANAlexanderCowan.com@cowanSF
  38. 38. Copyright 2012 Cowan Publishing2007 went out on my own2008profitable,productizedconsulting business2010 software business2011 scaling!2013 keep learning,keep innovatingALEX COWANAlexanderCowan.com@cowanSF
  39. 39. Copyright 2012 Cowan PublishingA LEAN PROGRESSIONCONSULTING PRODUCTSValidated problemscenarios withsubstantial detail‘PRODUCTIZED’CONSULTINGCustomer empathy-more scope, detail onproblem scenarios
  40. 40. Copyright 2012 Cowan PublishingUNDERSTANDING THE MARKET50-70% ofEnterpriseSoftwareImplementationsFail ALEX COWANAlexanderCowan.com@cowanSF
  41. 41. Copyright 2012 Cowan PublishingIDEATIONALEX COWANAlexanderCowan.com@cowanSF
  42. 42. How do we do thismore efficiently? Arewe implementing bestpractices?How do we improveservice quality? Howdo we verify that?Copyright 2012 Cowan PublishingIDEATIONHelp me integrate andstandardize theinfrastructure. And showmy people how to use it.Creating accounts istaking a lot of time/money. And there are alot of mistakes.SERVICESTANDARDIZATION& WORKFLOWSERVICEDESIGNPROCESSAUDIT,DESIGNNETWORKPRINCIPALSOF OPERATIONALEX COWANAlexanderCowan.com@cowanSF
  43. 43. Copyright 2012 Cowan PublishingUSER STORIES“As a receptionist, I want to receive an outof the box set up that’s created againstbest practices so I don’t have to set it allup by myself.”“As a receptionist, I want to change thebuttons on my phone so they do what Iwant.”PROBLEM SCENARIO‘I want a good out-of-the-box experience.And to change the display on my phone.’PERSONARhonda the ReceptionistIDEATIONALEX COWANAlexanderCowan.com@cowanSF
  44. 44. Copyright 2012 Cowan PublishingSTORY TEST CASE“As a receptionist, I want to receive an out of the box phoneset up that’s created against best practices so I don’t haveto set it all up by myself.”Make sure the available templates areeditable in a visual environment usable bya Product Manager“As a receptionist, I want to receive an out of the box phoneset up that’s created against best practices so I don’t haveto set it all up by myself.”Make sure it’s possible to update thetemplate at install time“As a receptionist, I want to receive an out of the box phoneset up that’s created against best practices so I don’t haveto set it all up by myself.”Make sure the template designation isavailable in all Loki provisioning interfaces“As a receptionist, I want to change the buttons on myphone so they do what I want.”Make sure it’s possible for the user to resetto the default template“As a receptionist, I want to change the buttons on myphone so they do what I want.”Make sure the available functions arefiltered by the services assigned to the user“As a receptionist, I want to change the buttons on myphone so they do what I want.”Make sure available functions are filteredbased on the capabilities of the phone key“As a receptionist, I want a custom configuration on my phone so that I can manage calls in the way I’vecome to expect.”EPIC STORYIDEATION
  45. 45. Copyright 2012 Cowan PublishingIDEATIONALEX COWANAlexanderCowan.com@cowanSF
  46. 46. Copyright 2012 Cowan PublishingMARY THE MOMAbout: Mary the mom. . . [Describe like your friend or the beginningof a short story. What kind of shoes does she wear?]. . .Thinks: . . .Sees: . . .Feels: . . .Does: . . .1. List at least 3 personas2. Describe as much as you can
  47. 47. Copyright 2012 Cowan PublishingEND USER PERSONASRitathe ResellerOrsonthe Office Mgr.Ignatiusthe IT GuyRhondathe ReceptionistSusan theSmall Bus. OwnerKeiththe Key System UserAmythe AssistantSimonethe Standard UserChuckthe Call Center AgentEstebanthe ExecutiveMikukothe Mobile UserCindythe Call Center Manager
  48. 48. Copyright 2012 Cowan PublishingENTERPRISE PERSONASNietzschethe Network Eng.Paolathe ProvisionerSidneythe Sys. Admin.Percival theProduct ManagerSventhe SalespersonAnthonythe Applications Eng.Itzhakthe IT DeveloperFrankthe Field Eng.Samthe Support Eng.Saulthe Site DeveloperFritzthe Field Eng. ManagerBrucethe Business Owner
  49. 49. Copyright 2012 Cowan PublishingPLANNINGALEX COWANAlexanderCowan.com@cowanSF
  50. 50. Copyright 2012 Cowan PublishingPLANNINGVisual device management emerged fromgeneral industry activity and follow-on workat Leonid6.a YESresultsdisprovehypothesis01 IDEA!02 HYPOTHESIS03 EXPERIMENTAL DESIGN04 EXPERIMENTATION05 REVISE?6.b NOwe appear tohave a validhypothesis6.a YESresultsdisprovehypothesis01 IDEA!02 HYPOTHESIS03 EXPERIMENTAL DESIGN04 EXPERIMENTATION05 REVISE?6.b NOwe appear tohave a validhypothesisLeonid can create a compelling,useful, supportable visual devicemanagement solution.6.a YESresultsdisprovehypothesis01 IDEA!02 HYPOTHESIS03 EXPERIMENTAL DESIGN04 EXPERIMENTATION05 REVISE?6.b NOwe appear tohave a validhypothesisLab work followed by limitedcommercial release.6.a YESresultsdisprovehypothesis01 IDEA!02 HYPOTHESIS03 EXPERIMENTAL DESIGN04 EXPERIMENTATION05 REVISE?6.b NOwe appear tohave a validhypothesisDid we validate the ‘existential’propositions? Was it supportable?Bankable?‘Pivot or persevere?’ALEX COWANAlexanderCowan.com@cowanSF
  51. 51. Copyright 2012 Cowan Publishing“Parents want to better organize the distribution of allowances”Priority: [1 for existential; 2+ for others]Needs Proving?: [yes or no]Experimentation: [how will most quickly, cheaply prove or disprove]* Bonus Question: How do these relate to your personas?1. List at least 3 assumptions2. Note as much as you can on experimentsALEX COWANAlexanderCowan.com@cowanSF
  52. 52. Copyright 2012 Cowan PublishingPRIORITY KEY ASSUMPTIONSNEEDSPROVING?EXPERIMENTATION1End users at large want a visual toolto manage their phonesNo- Already proven by prototypes frompartner1Giving the capability to end useradmin’s will do more good than harmYes - Beta testing with customers1The design and architecture aresupportable in current customerenvironmentsYes- Lab testing with customers...but really...- Field testing at scale1The target price point is bearable bythe marketYes- Initial sales negotiations- Mainline (post beta) sales2The capability makes sense with endusers (vs. admin’s)Yes- Some proxy data on overall activity byuser type- Customer interviews- Beta testing2(Various makes and models ofphones are worth investing in)Yes - Advanced ordersPLANNING
  53. 53. Copyright 2012 Cowan PublishingPERSONA PROBLEM SCENARIOOrson theOffice Manager‘I still don’t get it.’‘This thing should increasesatisfaction & involvement;and reduce support calls.’BrucetheBusiness OwnerPercivaltheProduct Mgr.&ONLINE SELF-CAREOne click accessvia ‘Dashboard’Focus oncustomer adminexperienceIMPLEMENTATIONALEX COWANAlexanderCowan.com@cowanSF
  54. 54. Copyright 2012 Cowan PublishingPriority Key Assumption Needs Proving? Experimentation1End users want to log inand do self-careYes!Instrument adequate reporting,create awareness,see if they nibble1Reducing the portalsclicks to destinationfrom 4-6 to 2-3 is goodenoughYes- Log and analyze navigation- Do support calls go down?ASSUMPTIONS ON SELF-CAREALEX COWANAlexanderCowan.com@cowanSF
  55. 55. Copyright 2012 Cowan PublishingPriority Key Assumption Needs Proving? Experimentation1End users want to log inand do self-careYes!Instrument adequate reporting,create awareness,see if they nibble1Reducing the portalsclicks to destinationfrom 4-6 to 2-3 is goodenoughYes- Log and analyze navigation- Do support calls go down?ASSUMPTIONS ON SELF-CAREALEX COWANAlexanderCowan.com@cowanSF
  56. 56. Copyright 2012 Cowan PublishingTake II- DASHBOARDSALEX COWANAlexanderCowan.com@cowanSF
  57. 57. Copyright 2012 Cowan PublishingPriority Key Assumption Needs Proving? Experimentation1Customer admin’s willdo self-care with trainingand awarenessYes!Focus on training customeradmin’s,see if they nibble1Presenting all the usersof interest on the 1stpage will engage theseadmin’sYes- Log and analyze navigation- Do support calls go down?ASSUMPTIONS ON SELF-CAREALEX COWANAlexanderCowan.com@cowanSF
  58. 58. Copyright 2012 Cowan PublishingDASHBOARDALEX COWANAlexanderCowan.com@cowanSF
  59. 59. Copyright 2012 Cowan PublishingGood ≠ ViralPLANNINGALEX COWANAlexanderCowan.com@cowanSF
  60. 60. This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.The templates here are made available on the same CC license terms as the original canvas.Fixed: product development, G&AVariable: field teams, supportBroadSoftOther resellersIntegratorsOther network systemvendorsProduct developmentLarge account mgmt.ConsultingCustom Dev.Actionable insighton cloud UCBest practice recipesDev. TeamLicensingMaintenance & SupportConsultingCustom DevelopmentDedicated personalassistanceBroadSoftSIPhon NetworksDirectReduced time & risk toget to marketReduced costImplementation oflearned best practicesLarge/incumbentMedium/competitiveSmall/nicheCopyright 2012 Cowan PublishingPLANNING
  61. 61. This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.The templates here are made available on the same CC license terms as the original canvas.LicensingMaintenance & SupportConsultingCustom DevelopmentDedicated personalassistanceBroadSoftSIPhon NetworksDirectReduced time & risk toget to marketReduced costImplementation oflearned best practicesLarge/incumbentMedium/competitiveSmall/nicheCopyright 2012 Cowan PublishingPLANNING
  62. 62. This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.The templates here are made available on the same CC license terms as the original canvas.Fixed: product development, G&AVariable: field teams, supportBroadSoftOther resellersIntegratorsOther network systemvendorsProduct developmentLarge account mgmt.ConsultingCustom Dev.Actionable insighton cloud UCBest practice recipesDev. TeamCopyright 2012 Cowan PublishingPLANNING
  63. 63. This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.The templates here are made available on the same CC license terms as the original canvas.Fixed: product development, G&AVariable: field teams, supportBroadSoftOther resellersIntegratorsOther network systemvendorsProduct developmentLarge account mgmt.ConsultingCustom Dev.Actionable insighton cloud UCBest practice recipesDev. TeamCopyright 2012 Cowan PublishingPLANNING
  64. 64. Copyright 2012 Cowan Publishingsee alexandercowan.com/finplanoperations begin2007 2008 2009 2010 2011 2012Revenue (consulting)(+somesoftware)(50%software)(scalingsoftware)Expenses (small/me+) (variable)(++fixedcosts)Financing (n/a)(small debtoffer- family)(n/a) (bank-basedfinancing)Earnings (profitable)Visibility (moderate)(low/moderate)(low/moderate)(high) (high)(current products:highnew products:moderate)PLANNING
  65. 65. Copyright 2012 Cowan PublishingThesesGrowth?Retention?Supportability?Ongoing investment?Competition?HypothesesDoes anyone want this?Are we the people to do it?Pivot or persevere?PLANNINGALEX COWANAlexanderCowan.com@cowanSF
  66. 66. Copyright 2012 Cowan PublishingORGANIZATIONALEX COWANAlexanderCowan.com@cowanSF
  67. 67. Copyright 2012 Cowan PublishingORGANIZATIONCustomerDevelopment(me)(dev & opsmgmt.)(dev & operationsteam)Scaling(me)(expandedsr. mgmt.)(dev &operations team)Feasibility(me)(devcontractors)ALEX COWANAlexanderCowan.com@cowanSF
  68. 68. Copyright 2012 Cowan PublishingWho’s the audience? What’s the problem scenario?How will it help you sharpen your personas? Problem scenarios?How will it help you validate or invalidate pivotal assumptions?What would be the next steps?What would a concierge product testlook like?ALEX COWANAlexanderCowan.com@cowanSF
  69. 69. Copyright 2012 Cowan PublishingDEVELOPMENTALEX COWANAlexanderCowan.com@cowanSF
  70. 70. Copyright 2012 Cowan PublishingDEVELOPMENTLOKIPORTALSITERATION 01 ITERATION 02 ITERATION 03 ITERATION 04ITERATION 01 ITERATION 02 ITERATION 03 ITERATION 04LOKIPROVISIONINGLOKI BPMDOC’S &INFRASTRUCTUREAITERATION 05ITERATION 05DECGPredictiveContentBFPredictiveContentPredictiveContentPredictiveContentAdaptiveContentAdaptiveContentAdaptiveContentAdaptiveContent
  71. 71. Specialties(VARIOUS)DESIGNUNIXSYSADMINRUBYPYTONJAVAPHP.........SEOANALYTICS...(VARIOUS)MGMT....Copyright 2012 Cowan PublishingBasicTechnicalLiteracySOFTWAREFUNDAMENTALSModel-View-ControllerARCHITECTUREFUNDAMENTALSApp. & Platform IntegrationROLES & SYSTEMSIn a Technical TeamStoriesPersonasDevelopment DiscussionFoundationConceptsITERATIVEMANAGEMENTDESIGNTHINKINGCUSTOMERDEVELOPMENTAGILECollaboration AGILEAs Product OwnerORGANIZATION
  72. 72. Copyright 2012 Cowan PublishingMAKING PROGRESSIDEA!PositioningStatement?Field Work & AnalyticsIdeation & DesignProduct DevelopmentGeneral ManagementPivotalAssumptions?FieldDiscoveryStill Learning?FieldValidationDraftPrototypeQuickyPrototype?Yes?Confident?No?CreateUserStoriesDone?CustomerDefinitionPersonas?Problem Scenarios?New Learning?DefineMVPCUSTOMERVALIDATIONALEX COWANAlexanderCowan.com@cowanSF
  73. 73. Copyright 2012 Cowan PublishingBUY THE BOOKA practical primer for anyonewanting to actually implementtoday’s best practices in productdevelopment (available online orat any major retailer)VISIT THE SITEFree talks, tutorials, andresources for productdevelopment and new ventures.MORE?ALEX COWANAlexanderCowan.com@cowanSF
  74. 74. Copyright 2012 Cowan Publishing@cowanSFalexandercowan.com/blogacowan@alexandercowan.comalexandercowan.com/speakingalexandercowan.com/resourcesALEX COWANAlexanderCowan.com@cowanSF

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