Lean product management for web2.0 by Sujoy Bhatacharjee, April

Lean Product Management for Web 2.0 Startups Apr 8 th , 2011 Sujoy

My Background 30 03 2011
Techie  Data  Data Analytics  Consumer Web  Mobile/Telecom
HCL  TCS  AMD  startup  Microsoft  Yahoo  Indian Startups
Roles: Tech (Dev, Sup, Admn)  Product  Op  Tech  Product,Marketing

What’s Lean? Product Mgmt 30 03 2011
What’s Product Management ????
Make sure that the “Rubber Hits the Road” when Your Plane Lands
What’s “Lean”? Why Lean?

What’s Lean Product Mgmt 30 03 2011
Lean Product Management
Company Starts Cheap
Keeps Costs Low
Ex: Twitter, Facebook.
Launched without too much publicity, and witrh almost No Funding.
Launch Fast
Get Customer Feedback (from Limited Customer Pool)
Adapt Quickly (based on Feedback )
Keep Fine Tuning…….
…… .. Till Product is ready for a Wider Launch
Launch Full Steam
Repeat in Other Geographies / Domains for other Verticals.

Everyone Is not Lean 30 03 2011
Color
Mobile Photo Sharing Startup
Non permission based Proximity Sensing Photo Sharing Site.
Announced Raising Funding of $ 41 Million from VCs, Right out of the Gate.

Why Roadmap?

20-20 Hindsight – Precursor to the Process
“ Precursor to Product Mgmt Process
Key Takeaways
Plan Needed
Resource Allocation Needed (and no Raid-n-re-allocate)
TimeLine (Features identified, Graded, allocated, and reviewed)
Features (Product Backlog):
- Web Interface
- Integration With Velocity Plus
- Daily Dump (Alpha Feature)
Introspection and Fine-Tuning the Process
Importance of Requirement Definition and Sponsorship
Business Specification Doc
Detailed Planning
Outsource - An option to be handled with Care
-

Flash-forward – Current Challenges
Product A – Outsourcing No Silver Bullet
Need Process Now
Mktg Head – Took a Day Off – to Give me a Why, What, What-Not
QA – Owns it Now. Dedicated Team in Place.
4 weekly Sprints to Launch(Scrum Methodology)
VMP 2.0
- Roadmap to Nirvana?
- Everything to Everyone? Konkan Railway Project?
Product Engineering to have Dedicated sub-team for service
Webaroo
API 1.5
-

Product Engineering Re-Organization
Need Process Now – and Code-Review & Accountability Every Day
Water-Tight Sub-Groups
- QA Team – to Report Dotted-Line Directly to SujoyB
- Product (& Service) Maintenance Team – Weekly Goals (WeekEnd Bonus)
- Customization Team (Tight Mgmt of Strength, Billing & Estimation)
- New Product Eng Teams
- Dedicated Managers for Outsourced Teams (exceptions)
Roles – Producer, Champion, Stake-holder, Marketer
Processes And Concepts
Concept Note or MRD
PRD
Design Document and Project Plan
Acceptance Criteria
-

The First Pilot – Case Study of product-v0
Started with a Product Note!!
A Concept Note that Charged up the PE Team
Producer, Stakeholder, Project Leader, Architect
TimeLine Defined
What didn’t Work Well
QA was given the Product Note after Dev. Was Complete!!
The Circle/ Operator Data was asked for but Never Used
Effectively QA was Flawed
Deployment was Defective
-

Product Pipeline Thursday, January 10, 2008 16:37 Process Sales provides Concept note/MRD Dev gives feedback on MRD Dev prepares PRD POC Discuss and decide - GO/NO GO Stages Doc preps Go - No Go WIP Release Description Potential Priority Status Next Step Speed recharge: Consumer to self register Medium P1 Doc-Prep NB - MRD (11 Jan) ACT: Plug-in to be done Medium Doc-Prep GS - FWD Docs Intelli-text/BOT Integration: AI engine, interpret national/natural language text (Mobile related search) Low Doc-Prep NB - MRD (11 Jan) Voice SMS: Voice based service to Enterprises High Doc-Prep NB - MRD () IRCTC: Mobility Integration, but they don’t want to share data. 20 lac bookings,5 msgs each Server side scheduling: Feature Unicode Picture message: Feature Reli-Text: User based pre-paid religious content NB - MRD Mobile Email: Provide email on mobile from configured mail id's Locator: NB - FWD MRD Finnacle: Infosys Core banking solution - integration Talisma: Integration with their CRM Spot-On related integration: PNG: ITC: SCB: VF Messaging 2.0: SMS 2 Email: Airmail Plus:

The Service Roadmap W(V)ish-List Service Deliverables (Features) Mandays New Server Architecture - Design/Build/Deploy (potentially a rewrite) X LVS - for clustering Y Least cost routing (anticipation of Interconnect) Z Failover & Recovery (true sense - no manual changeover) A IP address independence (so that Server IP change has no impact) B Logs - self provisioning C Credit Control D Revenue Leakage plugged E Logs/Database auto rotation/archival/purging F SS7 integration SMSC advanced feature integration (like expiry/priority etc) Total - - - “83 Man-months effort. (4 emp X 1 year) 83!!

The “New Product” Roadmap W(V)ish-List Products (Candidates for Launch) Weight 5xyz Platform (full featured - search/reserve/assign content/view reports/create campaigns) 1-12 xyz Premium Billing Platform (Multiple price points) 1-12 5XXXX New Toll Free Short Code Platform 1-12 Web based Full Featured SMS Send/Receive Application (modular - ability to turn off modules) 1-12 Desktop based Full Featured SMS Send/Receive Application (modular - ability to turn off modules) 1-12 API based Full Featured SMS Send/Receive calls (modular - ability to turn off calls) 1-12 Scheduler & Rules Engine on the Web - API support 1-12 MMS Platform 1-12 Barcode Application (API & Client) 1-12 SS7 integration 1-12 Voice SMS 1-12 Application to support vernacular languagues (API & Client)

Product Management at Co.xyz
April Fools Day Resolution (Today)
Go-No/Go
Design
Allocate
Estimate
Review
Launch
Post-launch
-

“ New” Product Development and Product Management Process

HALLMARKS OF NEW PRODUCT DEVELOPMENT PROCESS
Go-no go project approval
Product Council as needed
PRD MRD* Kick-off Product definition Beta Comp-onent build Development Major gates Soft gates 2 major gates 3 soft gates
Suggested practices
Self governing
Functional responsibilities highlighted
Producer
Marketing
Product engineering
Platform engineering
Network services
Customer care
Finance
Business development
QA
PR
Legal
Data/research
Privacy
Major Minor
Each function will have independent work stream
Each function will have specific gate deliverables
Dual signoff by function
Completion of own work
Agreement with overall project
Flow + Stages Gates
Project team composition
Formal multidisciplinary team
Team pursuit model (vs. relay race)
Project sponsor to help resolve project team “disagreements”
BU heads – BU products
Access – access products
Premium service – cross-BU products
Alpha Con- cept check Feedback
Update on development
Product Council as needed
Maintain/ refine Launch Launch 1 2 3 4 5

The Agile process
Team reports:
What they did yesterday
What they are doing today
Any blocks in their way
Adapted from ‘Agile Software Development with Scrum’ by Ken Schwaber and Mike Beedle Daily Stand-up Product Backlog: Feature list ranked by priority Sprint Backlog: Feature list expanded Into tasks by the team Sprint Backlog 2-4 Week Cycle Potentially Shippable Product Product Review & Retrospective Product Backlog

Building the Hygiene Factors
Server Platform
Service Paradigms
Value Innovation
Verticalisation
Other ideas
Company Product Roadmap CONFIDENTIAL

Scrum Roles The Product Owner
Product visionary
Represents the business needs, stakeholders and end-user, so the team is guided by one voice
Must be fully committed to the team
Maintains the Product Backlog
Typically the Product Manager
Serves the team
Removes impediments
Champions Agile values
Protects the team from outside interference
Facilitator & consensus builder
Typically filled by a Project Manager
5-10 people
Self-organizing
Ideally, members should be fully committed
Cross-functional
Members only change between Sprints
The Scrum Master The Team

April 13, 2011 Stages Of Development Feature Freeze Start testing sytems/sub-systems. Convene release board Release board determines action during this period
Development
Testing
Alpha
Beta
Release (begin maintence cycle)

Major Components Of a Development Process
MRD
PRD
Design
Project Plan
Milestones
Reviews
Alpha, Beta, Production (and criteria)
Test plan
April 13, 2011

PRD
owner: product manager / producer
audience: engineering, QA, Customer R&F&S, M&S
signoff: TBD
includes:
All UI screens and flow
If there is a fixed date then this should be specified in MRD/PRD as a requirement
feature specifications
functional specifications
security requirements
performance requirements
systems requirements (eg; do items get deleted from databases?, how, when etc..)
April 13, 2011

PRD to DD
PRD should include prioritized list of requirements (must have vs nice to have)
Between PRD to the DD a rough schedule timeline should be developed as well as a resource estimate. (A accurate schedule can only be developed after completion of DD)
April 13, 2011

Design Document
owner:
audience: devel team, QA, PM, Techops, security
signoff: QA mgr, Devel team mgr, Engg Head,Architect, Security]
includes:
full systems requirements
Ops (capacity planning, network, disaster Recovery)
System Architecture
Scalability requirements. Describe how the system is designed to scale as usage grows.
product dependencies
infrastructure dependencies
reporting/Data needs *
Systems and abuse monitoring and reporting of metrics
security
Intellectual Property possibilities
Privacy Assesment
Product/Business Metrics – How will they be gathered and measured
Customer Care Tools required
Contingency Plans
Design Risks
BCP
intl *
High level milestones – (WAG schedule)
* These can be N/A
April 13, 2011

Project Schedule
Owner: could be project manager, producer, or engineering manager as appropriate
Audience: Entire product teams
Includes:
tasks, description, due date, owner, dependencies, status (G/Y/R)
People are free to use MS Project if they so choose. But a standardized Excel Template exists that will serve the needs of most projects.
April 13, 2011

Test Plan
Owner: QA manager or equivalent
Audience: QA resources or equivalent & PM
Signoff: Engineering manager, Product manager
Includes:
Product level testing
Feature complete, proper operation, integration/dependencies
System testing
Stress, regression
Security audit
April 13, 2011

Iterative, incremental development Agile Planning & Ideation (Sprint 0) Shippable Product Deliverables that are ready to review, are ‘done’, and could potentially ship in some cases Open Sprint Review Open Sprint Review Launch Check List Concept Doc MRD Lite PRD Lite Product Backlog Sprint Backlog (Task list) Documentation Sprint Backlog (Task list) Sprint Backlog (Task list) Project Approval Deliverables that are ready to review, are ‘done’, and could potentially ship in some cases Design Test Develop Design Test Develop Design Test Develop

Scrum Artifacts
Product Backlog
Sprint Backlog
Sprint Burndown Chart

Example Sprint Backlog

Example Burndown Chart

Example Task Charts

Scrum Meetings
Sprint Planning (3 hours)
Daily Scrum Meetings (15 min status + 15 min discussion)
Sprint Review/Demo (1 hour)
Sprint Retrospective (1 hour)

Roll-out of API 1.0 () onto XBRL Route
Roll-out of Airmail Code to switch users to BPL Route
Make Configurable the xxx White List
Automated Credit Threshold Monitoring & Notification
International Route Mapping Matrix Automation
User-Based Routing (Customer-segmentation based)
Number Series Failure Feedback & Cleansing System
SQL-Box Dev & Rollout to ALL Non-Netcore for Msg Retention
Service Roadmap – Our List (non-Exhaustive)

5xyz0 Platform
features - search/reserve/assign content/view reports /create campaigns
5xyz Premium Billing Platform (Multiple price points)
Web-Velocity
Voice SMS
LBS
Barcode Application
Vernacular Language Product (API & Client)
Suite of Connecters for Common IT Apps (BMC, OpenView etc)
Finnacle Plug-In
SageCRM Plug-In
ACT Plug-In
Spot-On related Integration
SMS-2-Email : Improve Rename & Launch as Consumer Product
Newly Designed VF Messaging Platform
SMS Contest Product (Platform for variants), Survey, Campaign etc
Product Roadmap – Our List (non-Exhaustive)

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Lean product management for web2.0 by Sujoy Bhatacharjee, April Presentation Transcript