Teams That Ship Have More Fun! (And Profit)

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I gave this talk at Web 2.0 Expo in San Francisco on March 29th, 2011.
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What if you only had 2 weeks to ship your software?

I bet you’d ship the best feature first.

Would your customers object to you solving their problem that soon?

Well…what are you waiting for? Ship it!

In this talk, Shay will review real-life examples of how shipping less software, interacting with customers earlier, and keeping release cycles short have enabled product teams he’s worked on to learn faster, course correct sooner, and keep building the right thing.

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Teams That Ship Have More Fun! (And Profit)

  1. 1. teams that shiphave more fun!(and pro t)a chat with Shay Frendt
  2. 2. Shay Frendt works at..
  3. 3. venturedojo.com
  4. 4. product development
  5. 5. welcome to 2011
  6. 6. in an age...
  7. 7. where new services...
  8. 8. are launched likewhat...every 5 minutes?
  9. 9. and startups get$41M pre-launch
  10. 10. in these kinds of times...
  11. 11. how do you decide...
  12. 12. what to ship?
  13. 13. when to ship it?
  14. 14. if we gure that out
  15. 15. we’ll be on our way to fun and pro t
  16. 16. what do you do?
  17. 17. formulas fordetermining what to ship
  18. 18. “Fix time and budget, ex scope.” Getting Real - 37signals
  19. 19. - Understand your problem- De ne a solution- Validate qualitatively- Verify quantitatively Running Lean by Ash Maurya
  20. 20. ship what your boss tells you to old sage advice
  21. 21. propose the what
  22. 22. run some tests
  23. 23. measure and move forward
  24. 24. example proposals...
  25. 25. TourTracka“tour management forindependent artisans”- auto-post event dates- post tour pictures- sell your material- fancy analytics on stuff http://bit.ly/fLcKdP
  26. 26. 1-800-INA-JAIL“because you don’t know anybody’sreal number anymore”- call 1-800-in-jail, type in your cellnumber, say your password, andsay the name of the person youwant to call http://bit.ly/iaVWcr
  27. 27. KangarooRider“you haven’t lived until...”- week-long instructional coursesteach you how to become amaster rider- ride in a pouch- ride on top- tie 2 together and have them pullyou on rollerblades
  28. 28. which is your fav?
  29. 29. want to know when we launch?
  30. 30. what’d we test?
  31. 31. relative interest
  32. 32. market segment
  33. 33. relative interest “If you had $5, which of the following features would you buy?”
  34. 34. formulas fordetermining what to ship
  35. 35. an exercise we use If you had 3 years to launch, which features would you build? If you had 2 weeks, which feature would you build?
  36. 36. why go small? Facebook shipped without video, chat, games or apps.
  37. 37. why go small? Groupon built a community of over a million users with just one deal per day.
  38. 38. why go small? Airbnb raised $25,000 by selling boxes of cereal.
  39. 39. something that works for us when we build a product, we start with the ONE feature that makes the product different
  40. 40. if you start small you can ship earlier
  41. 41. if you ship earlier you can make money sooner
  42. 42. if you make money sooner chances are you’re having fun
  43. 43. when to ship it?
  44. 44. when to ship it? If you’re not building a nished product ( Michelangelo’s David, a Ferrari 575M Maranello),you probably shouldn’t be spending years before you ship something.
  45. 45. when to ship it?The potential for change on a 4-week project is several orders of magnitude smaller than the potential for change on a 3-year project.
  46. 46. are you in this situation? Your marketing department met for 9 weeksto choose your product logo and color scheme.
  47. 47. are you in this situation?Your legal department kicked back every*decent* piece of copy for “legal reasons.”
  48. 48. are you in this situation?You’re pretty sure you’ll ship your software sometime in Q1, Q2, Q4...Q12 ?!?!
  49. 49. storytime
  50. 50. enterprise client
  51. 51. b2b enterprise product
  52. 52. 10 weeks to rst releaseWhat was the bare minimum you need tobuild in order to start selling this product?
  53. 53. they release a new feature every 2 weeks
  54. 54. track coffee productionelectronically
  55. 55. 4 weeks to rst release
  56. 56. getting feedback Did we build the right thing? Does it solve your problem?
  57. 57. 8 weeks to official launch
  58. 58. achieve, celebrate, repeat
  59. 59. achieve, celebrate, repeat
  60. 60. when to ship it?For new products, we try to timebox the rst release to 4 weeks or less.
  61. 61. when to ship it?For existing products, we try to ship a release to production *at least* once a month.
  62. 62. bold claim the best new products havecustomers before they even ship
  63. 63. http://bit.ly/edFIZ9
  64. 64. bold claimif you never ship, your team will burn out
  65. 65. now that we knowwhat and when to ship
  66. 66. what things mattermost when building a product?
  67. 67. team
  68. 68. product championhas the overall product vision, and the energy to see the problem solved
  69. 69. product champion decides what ships when
  70. 70. tech leaddecides how the product should work
  71. 71. tech leadmaintains technical context andtechnical vision for the product
  72. 72. designer translates the product vision intosomething that has form and is functional
  73. 73. designeris more than a Photoshop monkey
  74. 74. designerpair your designers with your developers
  75. 75. pay attention to your teamproducts are re ections of the team that builds them
  76. 76. what things mattermost when building a product?
  77. 77. lessons learned
  78. 78. on-call physical training coachescombined with personally tailored tness software
  79. 79. 2 weeks to rst release
  80. 80. paying customers by 3rd week
  81. 81. A, B, C - level work reduce waste
  82. 82. making decisions don’t get stuck!
  83. 83. making decisions “It’s software...emphasis on the soft.” - Craig Andera
  84. 84. supportWhat happens when...
  85. 85. production readiness limit surprises
  86. 86. production readiness chaos monkey
  87. 87. production readinessvelocity, cost, availability, performance, reliability
  88. 88. high-bandwidthcommunication keep people in the loop
  89. 89. shipping!achieve, celebrate, repeat
  90. 90. challengeship something to real users in the next 4 weeks
  91. 91. need help?shay@thinkrelevance.com @shayfrendt
  92. 92. questions?shay@thinkrelevance.com @shayfrendt
  93. 93. thanks!shay@thinkrelevance.com @shayfrendt

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