BCS Edinburgh June 2012Business Patterns for SoftwareDevelopers email@example.com Twitter: @allankellynet http://www.allankelly.net http://www.softwarestrategy.co.uk
Allan Kelly• Agile Training & Consulting for Business alignment• Author: – Changing Software Development: Learning to be Agile, Wiley 2008 – Business Patterns for Software Developers, Wiley 2012 97 Things Every Programmer Should Know Henney, 2010 Context Encapsulation in Pattern Languages of Program Design Volume 5, 2006 2
Running is more difficult…• Infant mortality is high…• Survive the first year and… – You probably have something – Time to get serious – No longer enough to chance it – No longer enough to do one thing right• Common problems, common solutions … Patterns!
Ducks not Bullets No Silver Bullets Could Patterns help?• Ducks – Get ‘em in a Row• Thousands of small decisions – Not one big one
If this works forprogramming… would it work for business? And the software business?
Anatomy of a pattern Context Problem Forces SolutionSolution & Implementation Consequences 3 Known Uses
SERVICES FEEDBACK PRODUCT PORTFOLIO CORE PRODUCT ONLY EXPEDITIONARY MARKETING WHITE LABEL SAME CUSTOMERS, DIFFERENT PRODUCT BRANDED SHOPS VALUE ADDED RESELLER CORPORATE CERTIFIED EXPERTS CUSTOMISABLE PRODUCT PACKAGED SERVICES INTERNET STORE POACHER TURNED CUSTOMER UNDERSTANDING GAME KEEPER PROFESSIONAL SERVICES TEAM WHOLESALER WHOLE PRODUCT CUSTOMER CO-CREATED PRODUCT LOCAL GUIDE SIMPLER PRODUCT INITIAL HELPCOMPLEMENTOR, NOT COMPETITOR ACCOUNT MANAGEMENT SIMPLE PRODUCT VARIATIONS PRODUCT ROADMAP SERVICES BEFORE PRODUCT SEGMENTED CUSTOMERS HOMOGENOUS CUSTOMERS SINGLE PRODUCT COMPANY PRODUCTS WITH SERVICE PERSONAL SERVICE SALES/TECHNICAL DOUBLE ACT SELF-SERVICE INNOVATIVE PRODUCTS LIFETIME SERVICES FOR PRODUCTS INDEPENDENT RETAILER NAMED SALES PEOPLE SEPARATE IMAGINATIVE TEAMS
SAME CUSTOMER, DIFFERENT PRODUCT• The Customer is the Asset Problem: How do you maximise your return from existing customers? Solution: Expand your product offering so you have more products to sell to your existing customers. Do this by focusing on the customer needs rather than the product.
SIMPLE PRODUCT VARIATIONSProblem: How do you increasevariety and differentiation in Solution: Offer a basic productyour products without with several simpleincreasing costs? variations, keeping the variations simple will keep them cheap.
ACCOUNT/TECHNICAL DOUBle Act Problem: How do your avoid overwhelming your account managers with commercial and technical issues? - Both before the sale and the after. Solution: Have your customer account managers work in pairs, one handles the commercial aspects of the product and the other handles the technical aspects.
Pattern sequences Ho m o g en o u s• Patterns are Cu st o m er s generative Cu st o m er Un d er st a n d i n g• Sequences link How do I better meet customers needs? How do I understand diverse customer needss? patterns Seg m en t ed Cu st o m er s How do I get an unﬁltered• Consequences chain How can I match insiders knowlegde? resources to need? Po a ch er Tu r n ed to Forces Co r e Pr o d u ct On l y Ga m e K eep er How do I sell to more How do I validate demanding customers? my ideas? Ex p ed i t i o n a r y Wh o l e Pr o d u ct M a r k et i n g Pr o d u ct s Wi t h Si m p l e Pr o d u ct Ser v i ces Va r i a t i o n s
Ho m o g en o u s Cu st o m er s Homogenous to Cu st o m er Un d er st a n d i n g SegmentedHow do I better meet customers needs? How do I understand diverse customer needss? Customers Seg m en t ed Cu st o m er s How do I get an unﬁltered How can I match insiders knowlegde? resources to need? Po a ch er Tu r n ed Co r e Pr o d u ct On l y Ga m e K eep er How do I sell to more How do I validate demanding customers? my ideas? Ex p ed i t i o n a r y Wh o l e Pr o d u ct M a r k et i n g Pr o d u ct s Wi t h Si m p l e Pr o d u ct Ser v i ces Va r i a t i o n s
How do reach as many customers as I can? Channels to Products Seg m en t edUse different product variations Cu st o m er s Keep costs and thus prices low to address different customer and allow customers to add segments what they choose Si m pl e Pr o d u ct Co r e Pr o d u ct On l y Va r i a t i o n sUse different sales channels to Pr o d u ct Po r t f o l i o distribute different products b r a n d ed Sh o ps Wh i t e La b el Va l u e Ad d ed Na m ed Sa l es Resel l er Peo pl e I n d epen d en t I n t er n et St o r e Ret a i l
How do I control my own sales process? Direct Na m ed Sa l es DistributionBr a n d ed Sh o ps I n t er n et St o r e Peo pl e How do I stop products in different sales channels competing? Si m pl e Pr o d u ct Va r i a t i o n s Acco u n t M a n a g em en t How do I know what variations to offer? Ex p ed i t i o n a r y How can product M a r k et i n g experts and sales people work together? How do I increase the return from the sales channel? Sa l es/ Tech n i ca l Sa m e Cu st o m er , Do u b l e Act How do I increase the Di f f er en t Pr o d u ct return from ﬂoor space? How do I navigate new terrain? Lo ca l Gu i d e
QuestionsAllan Kelly Software Strategy Ltd. firstname.lastname@example.org www.softwarestrategy.co.uk blog.allankelly.net Don’t forget to buy (pre-order) the book Twitter: @allankellynet