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What drives your company?

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Most software companies go through a common evolution starting from making product decisions based on what's fun, moving on to making products based on where the next big deal can be found, and ...

Most software companies go through a common evolution starting from making product decisions based on what's fun, moving on to making products based on where the next big deal can be found, and finally maturing into creating products that answer the needs of a wider market. Guiding your roadmap through these stages and into one that can ensure that a little work can go a long way is critical for the long-term sustainability of a company.

In this presentation, Elan Lennard will discuss how to identify which stage your company is in and how to get it to a strong, stable foundation despite potentially opposing forces pulling you back.

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What drives your company? What drives your company? Presentation Transcript

  • Cambridge Product Management Network Is Your Company Technology, Sales or Market-Driven? Elan Lennard Thanks to our sponsors
  • WHAT DRIVES YOUR COMPANY?TECHNOLOGY, SALES, OR THE MARKET Elan Lennard www.glamourgeek.com
  • Typical TimelineTechnology Sales Market Entrance Entrance Entrance Brilliant people sitting BoD & stock market Long-term investment down together and want higher revenue, coming up with a reduced costs great idea Exit Exit Exit Made money, Missed revenue Consistent costs & Created BoD, gone projections, too many revenues public products
  • What is a Technology Driven Company? Fun! Build what’s No roadmap possible Less reliance Hope people on ROI will pay for it
  • Successful Technology-Driven Companies Google Apple Microsoft RedGate
  • Typical Roadmap Erm… roadmap? We just build cool stuff!
  • What is a Sales Driven Company? Revenue- driven 3-9 month Quarterly panic roadmap Short-term One customer focus per product Customisation for each customer
  • Successful Sales-Driven Companies Global Graphics Cambridge TTP Consultants
  • Example Sales-Driven Roadmap v8.3 v9.0 v3 Updates to legacy v8.1rX v2 v4 v1.3rX v8.3r2 Product A v8.0r16 v8.3r1 v8.2rX v9.0r1 v8.2r5 v8.2r6 2.0r1 2.0r2 Branch A Branch A Branch A Branch A Product B Device updates (ongoing) Branch B Branch B Branch B Release for Company A Release for Customer B Product C Release for Customer A Languages for Customer A Release for Customer C Bug Fix Rel Bug Fix Rel Bug Fix Rel Embedded SDK v3.8 SDK v3.9 SDK v4 SDK v5 SDK v6 Product Eval Kit Eval Kit Eval Kit Eval Kit Eval Kit Maint. Rel. Maint. Rel. Maint. Rel.Core Libraries Maint. Rel. Maint. Rel. Maint. Rel. SDK Maint. Rel. Maint. Rel. Customer A SDK Maint. Rel. Maint. Rel. 2010 2011 2012 Release Adv Development Concept
  • What is a Market Driven Company? Long-term ROI focus 3-5 year Sustainable roadmap Multiple customers per product
  • Successful Market-Driven Companies ARM Intel Nvidia Adobe Amazon
  • Typical Roadmap Applications Roadmap Q3 ’11 Q4 ’11 Q1 ’12 Q2 ‘12 Q3 ’12 Q4 ‘12 Q1 ‘13 Q2 ‘13 Q3 ‘13 J A S O N D J F M A M J J A S O N D J F M A M J J A S HTML5Product Apollo Challenger DiscoveryAProduct Jupiter Neptune PlutoBProduct Borg Klingon RomulanCR&D Tech Refresh for Pluto Optimisation for PlutoPlug-ins SVG
  • Surviving The Transitions Market Growth Problem Stars ChildMarket Share Cash Dogs cows
  • SWOT Analysis Strengths Weaknesses You Opportunities Threats
  • SWOT Analysis Strengths Weaknesses Competition Opportunities Threats
  • Analyse The Market Visit customer Go to tradeshows Read industry publications and reports Track trends Research recent patent filings