Most efforts to re-architecture/re-engineer products become a nightmare when the development effort delays way beyond the original schedule, clients become disenchanted as the long awaited new features and capabilities don’t arrive and executives start to turn up the heat. This presentation address best practices to achieve success.

1. The Product Re-architecture:Lessons Learned From the Trenches to Avoid a Product Management Nightmare Tom Evans Lûcrum Marketing

3. Reliability issues© Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.

4. WhyRe-Engineer/Re-architect? (2) Doesn’t support new market needs Scalability Integration into new systems/new technologies New business models (e.g., Browser, SaaS, etc.) Lacks flexibility/configurability to meet new user needs Security issues Needs of new markets Match competitive capabilities © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.

5. Challenges to Re-architect What does it do? Complex Systems – nobody understands everything Current documentation – non-existent, out-of-date Understanding functions No longer used or obsolete Thrown in for one customer Customers never liked how it works Business need is unknown Maintain/Update old system while re-architecting Resource constraints Visible progress to customers © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.

6. Steps to a Successful Re-architecture Justify via business case Complete functional analysis (Reverse Engineering) Determine new market needs that impact old functions Document new system requirements (user stories) Decide Re-engineering approach Engineering estimates Commit a team to re-architect Define plan for maintaining current system Determine release plan & timeline © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.

7. Functional Analysis/Reverse Engineering Lack of commitment to this task is major cause for failure! Source: National Institute of Standards and Technology © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.

8. Re-engineering Approaches © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.

9. Plan to Maintain Current System Bugs must be fixed New features developed Competitive response, major customer needs, customer satisfaction, etc. Define criteria Which bugs to fix When to add new features When to lock down system Dedicated team to do this © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.

10. Release Plan Some phased approach is required Which features/components are done when? Considerations Which customers are first? Can you segment customers by usage? Which features provide greatest coverage? How fast can you get which new features to market? What are competitive drivers? What strategic initiatives have to be supported? © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.

11. Typical Pitfalls Failure to invest in early analysis Poor engineering estimates Continual slips due to new discoveries Lack of appreciation to degree of complexity Years of prior development Diverse usage/needs by customers Effort not properly resourced Lack of good project management Shifting resources between maintenance & re-architecture © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.

13. It is always harder and takes longer than expected

14. Good analysis & planning is a must

15. Management team must understand and be committed© Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.

16. Acknowledgements Baron Unbehagen, SVP Sales & Marketing, Postilion Rob Reesor, VP Product Development, Planview Software Re-engineering Report (NASA), by Dr. Linda H. Rosenberg - Unisys Federal Systems © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.

17. Thank You! Tom Evans Lûcrum Marketing tevans@lucrum-marketing.com +1.512.961.5267 © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.

18. Thank You PCA Sponsors!