Wittmayer. from idea to product pcmn (1)


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Jon Wittmayer
Product Camp Minnesota 2013

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  • Tell the story of how I came up with the concept for inSphere.Likely what you have in your mind is a finished product, how you get there is the challenge.Each one of us has come up with an idea. We quickly determine if we want to follow through with it or not.
  • The question is how do you move from an idea to a product. What are all the steps in between that will steer you in the right direction.
  • Separating activities in to Pre development and development activites* This seems to be key because at the development phase your level of commitment to the product is much higher, Time, $, etc..
  • Know when to bring in others. – creative writing, creative design, What will keep you going when times get tough.
  • This can be done very cheaply.Powerpoint can be used to facilitate very simple programming.
  • Separating activities in to Pre development and development activities* This seems to be key because at the development phase your level of commitment to the product is much higher, Time, $, etc..
  • When I worked in Corporate setting all the decisions regarding technology were made for us. Had to go through an assessment to figure out what language to write our software in. To do this I had to hire someone who knew technology better than I and I had to learn much more about programming languages to be able to make a decision.
  • Create a marketing site or landing page to draw in potential customers prior to launchCareful about the message you send on what the product will or will not do. This may change during the build.
  • Wittmayer. from idea to product pcmn (1)

    1. 1. Moving Past an Idea Examining some of the factors that help a Product Manager take an idea to product
    2. 2. So you have an idea… Now what?
    3. 3. How do you move from Idea Product
    4. 4. PreDevelopment Development
    5. 5. Passion  How strong is your passion  The journey is lengthy and not easy
    6. 6. What are your strengths/Weaknesses?  Are you Business or Technology?  Need a team or work as an individual?  Do you know what drives you?
    7. 7. How do you validate your idea?  Talk to anyone you can  This will help you coalesce you idea  Test your assumptions
    8. 8. Is there a market need?  Who will use this?  Will they use this?
    9. 9. What is the market opportunity?  Do you expect to Commercialize?  Can you size the market?  Will the market pay for it?
    10. 10. Are there competitors?  Can you differentiate?  Unique Value Proposition?  What is their market share?
    11. 11. How will you fund this?  Self funded vs. Debt/Equity  How far will the funding get you?  Cost more than you expect
    12. 12. Prototype  Wireframe  Low Cost  Helps you come up with your MVP (Minimum Viable Product)
    13. 13. Decision Time Go No Go
    14. 14. PreDevelopment Development
    15. 15. Business Tech/Dev Business Plan Requirements Communication Build Commercialize Test Support Deliver Launch
    16. 16. Tech/Dev What Technology should we use?  Does the technology exist?  Do we understand it?  What do we need to make a decision?
    17. 17. Tech/Dev Who should build it?  Can you do it yourself or outsource?  Money and Skill to outsource?
    18. 18. Tech/Dev Defining requirements  Clear understanding of use cases  Can the builder understand what you want  Interactive process with builder
    19. 19. Tech/Dev Managing the Build  Are milestones being meet?  Are you on budget?  Scope?
    20. 20. Tech/Dev Feedback Loop  Release early and often  Test Test Test (Beta users)  Make changes where necessary
    21. 21. Business How do you commercialize it?  Determining the business model?  Pricing?  Through what channels will you sell it?
    22. 22. Business Spreading the word  What to say and when to say it  Effectively use inbound marketing
    23. 23. Business Branding  Naming your product  Using Keyword can be very helpful  Catch phrase or slogans
    24. 24. Business Intellectual Property  Protect your investment  Technology and Branding
    25. 25. Business Support  How do you help your customers
    26. 26. Business Backoffice  How will you process orders etc.?  How will you process payments?  Tracking sales
    27. 27. Business Training  Will you customers know how to use your product?  Do you need to create training material or programs?
    28. 28. Business Other  Professional resources  Advisors, peers, others
    29. 29. Thinking ahead to the future  Next evolution  Continue sales marketing  Scale  Staying one step ahead
    30. 30. Questions?
    31. 31. Thank You