Lean Product Management  for Web 2.0 Startups Apr 8 th , 2011  Sujoy
My Background 30  03 2011 <ul><li>Techie    Data    Data Analytics    Consumer Web    Mobile/Telecom </li></ul><ul><li...
What’s Lean?  Product Mgmt 30  03 2011 <ul><li>What’s Product Management ???? </li></ul><ul><ul><li>Make sure that the “Ru...
What’s Lean Product Mgmt 30  03 2011 <ul><li>Lean Product Management </li></ul><ul><ul><li>Company Starts Cheap </li></ul>...
Everyone Is not Lean 30  03 2011 <ul><li>Color  </li></ul><ul><ul><li>Mobile Photo Sharing Startup </li></ul></ul><ul><ul>...
Why Roadmap?
20-20 Hindsight – Precursor to the Process <ul><li>“ Precursor to Product Mgmt Process </li></ul><ul><li>Key Takeaways </l...
Flash-forward – Current Challenges <ul><li>Product A – Outsourcing No Silver Bullet </li></ul><ul><li>Need Process Now </l...
Product Engineering Re-Organization <ul><li>Need Process Now – and Code-Review & Accountability Every Day </li></ul><ul><l...
The First Pilot – Case Study of product-v0 <ul><li>Started with a Product Note!!   </li></ul><ul><ul><li>A Concept Note th...
Product Pipeline Thursday, January 10, 2008 16:37   Process Sales provides Concept note/MRD Dev gives feedback on MRD Dev ...
The Service Roadmap W(V)ish-List Service Deliverables (Features) Mandays New Server Architecture - Design/Build/Deploy (po...
The “New Product” Roadmap W(V)ish-List Products  (Candidates for Launch) Weight 5xyz Platform (full featured - search/rese...
Product Management at Co.xyz <ul><li>April Fools Day Resolution (Today) </li></ul><ul><ul><li>Go-No/Go </li></ul></ul><ul>...
“ New” Product Development and Product Management Process
HALLMARKS OF NEW PRODUCT  DEVELOPMENT PROCESS <ul><ul><li>Go-no go project approval </li></ul></ul><ul><ul><li>Product Cou...
The Agile process <ul><li>Team reports: </li></ul><ul><li>What they did yesterday </li></ul><ul><li>What they are doing to...
<ul><li>Building the Hygiene Factors </li></ul><ul><ul><li>Server Platform </li></ul></ul><ul><ul><li>Service Paradigms </...
Scrum Roles The Product Owner <ul><li>Product visionary </li></ul><ul><li>Represents the business needs, stakeholders and ...
April 13, 2011 Stages Of Development Feature Freeze Start testing sytems/sub-systems. Convene release board Release board ...
Major Components Of a Development Process <ul><li>MRD </li></ul><ul><li>PRD </li></ul><ul><li>Design  </li></ul><ul><li>Pr...
PRD <ul><li>owner: product manager / producer </li></ul><ul><li>audience: engineering, QA, Customer R&F&S, M&S </li></ul><...
PRD to DD <ul><li>PRD should include prioritized list of requirements (must have vs nice to have) </li></ul><ul><li>Betwee...
Design Document <ul><li>owner: </li></ul><ul><li>audience: devel team, QA, PM, Techops, security </li></ul><ul><li>signoff...
Project Schedule <ul><li>Owner: could be project manager, producer, or engineering manager as appropriate </li></ul><ul><l...
Test Plan <ul><li>Owner: QA manager or equivalent </li></ul><ul><li>Audience: QA resources or equivalent & PM </li></ul><u...
Iterative, incremental development Agile Planning  & Ideation (Sprint 0) Shippable  Product  Deliverables that are ready t...
Scrum Artifacts <ul><li>Product Backlog </li></ul><ul><li>Sprint Backlog </li></ul><ul><li>Sprint Burndown Chart </li></ul>
Example Sprint Backlog
Example Burndown Chart
Example Task Charts
Scrum Meetings <ul><li>Sprint Planning (3 hours) </li></ul><ul><li>Daily Scrum Meetings (15 min status + 15 min discussion...
<ul><li>Roll-out of API 1.0 () onto XBRL Route </li></ul><ul><li>Roll-out of Airmail Code to switch users to BPL Route </l...
<ul><li>5xyz0 Platform </li></ul><ul><ul><li>features - search/reserve/assign content/view reports /create campaigns </li>...
Lean Product Management Usability Study Iterate in Real-Time
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Lean product management for web2.0 by Sujoy Bhatacharjee, April

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

  1. 1. Lean Product Management for Web 2.0 Startups Apr 8 th , 2011 Sujoy
  2. 2. My Background 30 03 2011 <ul><li>Techie  Data  Data Analytics  Consumer Web  Mobile/Telecom </li></ul><ul><li>HCL  TCS  AMD  startup  Microsoft  Yahoo  Indian Startups </li></ul><ul><li>Roles: Tech (Dev, Sup, Admn)  Product  Op  Tech  Product,Marketing </li></ul>
  3. 3. What’s Lean? Product Mgmt 30 03 2011 <ul><li>What’s Product Management ???? </li></ul><ul><ul><li>Make sure that the “Rubber Hits the Road” when Your Plane Lands </li></ul></ul><ul><li>What’s “Lean”? Why Lean? </li></ul>
  4. 4. What’s Lean Product Mgmt 30 03 2011 <ul><li>Lean Product Management </li></ul><ul><ul><li>Company Starts Cheap </li></ul></ul><ul><ul><li>Keeps Costs Low </li></ul></ul><ul><ul><li>Ex: Twitter, Facebook. </li></ul></ul><ul><ul><ul><li>Launched without too much publicity, and witrh almost No Funding. </li></ul></ul></ul><ul><ul><li>Launch Fast </li></ul></ul><ul><ul><li>Get Customer Feedback (from Limited Customer Pool) </li></ul></ul><ul><ul><li>Adapt Quickly (based on Feedback ) </li></ul></ul><ul><ul><li>Keep Fine Tuning……. </li></ul></ul><ul><ul><li>…… .. Till Product is ready for a Wider Launch </li></ul></ul><ul><ul><li>Launch Full Steam </li></ul></ul><ul><ul><li>Repeat in Other Geographies / Domains for other Verticals. </li></ul></ul>
  5. 5. Everyone Is not Lean 30 03 2011 <ul><li>Color </li></ul><ul><ul><li>Mobile Photo Sharing Startup </li></ul></ul><ul><ul><li>Non permission based Proximity Sensing Photo Sharing Site. </li></ul></ul><ul><ul><li>Announced Raising Funding of $ 41 Million from VCs, Right out of the Gate. </li></ul></ul>
  6. 6. Why Roadmap?
  7. 7. 20-20 Hindsight – Precursor to the Process <ul><li>“ Precursor to Product Mgmt Process </li></ul><ul><li>Key Takeaways </li></ul><ul><ul><li>Plan Needed </li></ul></ul><ul><ul><li>Resource Allocation Needed (and no Raid-n-re-allocate) </li></ul></ul><ul><ul><li>TimeLine (Features identified, Graded, allocated, and reviewed) </li></ul></ul><ul><li>Features (Product Backlog): </li></ul><ul><li>- Web Interface </li></ul><ul><li>- Integration With Velocity Plus </li></ul><ul><li>- Daily Dump (Alpha Feature) </li></ul><ul><li>Introspection and Fine-Tuning the Process </li></ul><ul><ul><li>Importance of Requirement Definition and Sponsorship </li></ul></ul><ul><ul><li>Business Specification Doc </li></ul></ul><ul><ul><li>Detailed Planning </li></ul></ul><ul><ul><li>Outsource - An option to be handled with Care </li></ul></ul><ul><li>- </li></ul>
  8. 8. Flash-forward – Current Challenges <ul><li>Product A – Outsourcing No Silver Bullet </li></ul><ul><li>Need Process Now </li></ul><ul><ul><li>Mktg Head – Took a Day Off – to Give me a Why, What, What-Not </li></ul></ul><ul><ul><li>QA – Owns it Now. Dedicated Team in Place. </li></ul></ul><ul><ul><li>4 weekly Sprints to Launch(Scrum Methodology) </li></ul></ul><ul><li>VMP 2.0 </li></ul><ul><li>- Roadmap to Nirvana? </li></ul><ul><li>- Everything to Everyone? Konkan Railway Project? </li></ul><ul><li>Product Engineering to have Dedicated sub-team for service </li></ul><ul><ul><li>Webaroo </li></ul></ul><ul><ul><li>API 1.5 </li></ul></ul><ul><li>- </li></ul>
  9. 9. Product Engineering Re-Organization <ul><li>Need Process Now – and Code-Review & Accountability Every Day </li></ul><ul><li>Water-Tight Sub-Groups </li></ul><ul><li>- QA Team – to Report Dotted-Line Directly to SujoyB </li></ul><ul><li>- Product (& Service) Maintenance Team – Weekly Goals (WeekEnd Bonus) </li></ul><ul><li>- Customization Team (Tight Mgmt of Strength, Billing & Estimation) </li></ul><ul><li>- New Product Eng Teams </li></ul><ul><li>- Dedicated Managers for Outsourced Teams (exceptions) </li></ul><ul><li>Roles – Producer, Champion, Stake-holder, Marketer </li></ul><ul><li>Processes And Concepts </li></ul><ul><ul><li>Concept Note or MRD </li></ul></ul><ul><ul><li>PRD </li></ul></ul><ul><ul><li>Design Document and Project Plan </li></ul></ul><ul><ul><li>Acceptance Criteria </li></ul></ul><ul><li>- </li></ul>
  10. 10. The First Pilot – Case Study of product-v0 <ul><li>Started with a Product Note!! </li></ul><ul><ul><li>A Concept Note that Charged up the PE Team </li></ul></ul><ul><ul><li>Producer, Stakeholder, Project Leader, Architect </li></ul></ul><ul><ul><li>TimeLine Defined </li></ul></ul><ul><li>What didn’t Work Well </li></ul><ul><ul><li>QA was given the Product Note after Dev. Was Complete!! </li></ul></ul><ul><ul><li>The Circle/ Operator Data was asked for but Never Used </li></ul></ul><ul><ul><ul><li>Effectively QA was Flawed </li></ul></ul></ul><ul><ul><ul><li>Deployment was Defective </li></ul></ul></ul><ul><li>- </li></ul>
  11. 11. 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:        
  12. 12. 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!!
  13. 13. 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)
  14. 14. Product Management at Co.xyz <ul><li>April Fools Day Resolution (Today) </li></ul><ul><ul><li>Go-No/Go </li></ul></ul><ul><ul><li>Design </li></ul></ul><ul><ul><li>Allocate </li></ul></ul><ul><ul><li>Estimate </li></ul></ul><ul><ul><li>Review </li></ul></ul><ul><ul><li>Launch </li></ul></ul><ul><ul><li>Post-launch </li></ul></ul><ul><li>- </li></ul>
  15. 15. “ New” Product Development and Product Management Process
  16. 16. HALLMARKS OF NEW PRODUCT DEVELOPMENT PROCESS <ul><ul><li>Go-no go project approval </li></ul></ul><ul><ul><li>Product Council as needed </li></ul></ul>PRD MRD* Kick-off Product definition Beta Comp-onent build Development Major gates Soft gates 2 major gates 3 soft gates <ul><ul><li>Suggested practices </li></ul></ul><ul><ul><li>Self governing </li></ul></ul>Functional responsibilities highlighted <ul><ul><li>Producer </li></ul></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Product engineering </li></ul></ul><ul><ul><li>Platform engineering </li></ul></ul><ul><ul><li>Network services </li></ul></ul><ul><ul><li>Customer care </li></ul></ul><ul><ul><li>Finance </li></ul></ul><ul><ul><li>Business development </li></ul></ul><ul><ul><li>QA </li></ul></ul><ul><ul><li>PR </li></ul></ul><ul><ul><li>Legal </li></ul></ul><ul><ul><li>Data/research </li></ul></ul><ul><ul><li>Privacy </li></ul></ul>Major Minor <ul><ul><li>Each function will have independent work stream </li></ul></ul><ul><ul><li>Each function will have specific gate deliverables </li></ul></ul><ul><li>Dual signoff by function </li></ul><ul><ul><li>Completion of own work </li></ul></ul><ul><ul><li>Agreement with overall project </li></ul></ul>Flow + Stages Gates <ul><li>Project team composition </li></ul><ul><ul><li>Formal multidisciplinary team </li></ul></ul><ul><ul><li>Team pursuit model (vs. relay race) </li></ul></ul><ul><ul><li>Project sponsor to help resolve project team “disagreements” </li></ul></ul><ul><ul><ul><li>BU heads – BU products </li></ul></ul></ul><ul><ul><ul><li>Access – access products </li></ul></ul></ul><ul><ul><ul><li>Premium service – cross-BU products </li></ul></ul></ul>Alpha Con- cept check Feedback <ul><ul><li>Update on development </li></ul></ul><ul><ul><li>Product Council as needed </li></ul></ul>Maintain/ refine Launch Launch 1 2 3 4 5
  17. 17. The Agile process <ul><li>Team reports: </li></ul><ul><li>What they did yesterday </li></ul><ul><li>What they are doing today </li></ul><ul><li>Any blocks in their way </li></ul>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
  18. 18. <ul><li>Building the Hygiene Factors </li></ul><ul><ul><li>Server Platform </li></ul></ul><ul><ul><li>Service Paradigms </li></ul></ul><ul><li>Value Innovation </li></ul><ul><ul><li>Verticalisation </li></ul></ul><ul><ul><li>Other ideas </li></ul></ul>Company Product Roadmap CONFIDENTIAL
  19. 19. Scrum Roles The Product Owner <ul><li>Product visionary </li></ul><ul><li>Represents the business needs, stakeholders and end-user, so the team is guided by one voice </li></ul><ul><li>Must be fully committed to the team </li></ul><ul><li>Maintains the Product Backlog </li></ul><ul><li>Typically the Product Manager </li></ul><ul><li>Serves the team </li></ul><ul><li>Removes impediments </li></ul><ul><li>Champions Agile values </li></ul><ul><li>Protects the team from outside interference </li></ul><ul><li>Facilitator & consensus builder </li></ul><ul><li>Typically filled by a Project Manager </li></ul><ul><li>5-10 people </li></ul><ul><li>Self-organizing </li></ul><ul><li>Ideally, members should be fully committed </li></ul><ul><li>Cross-functional </li></ul><ul><li>Members only change between Sprints </li></ul>The Scrum Master The Team
  20. 20. April 13, 2011 Stages Of Development Feature Freeze Start testing sytems/sub-systems. Convene release board Release board determines action during this period <ul><li>Development </li></ul><ul><li>Testing </li></ul><ul><li>Alpha </li></ul><ul><li>Beta </li></ul><ul><li>Release (begin maintence cycle) </li></ul>
  21. 21. Major Components Of a Development Process <ul><li>MRD </li></ul><ul><li>PRD </li></ul><ul><li>Design </li></ul><ul><li>Project Plan </li></ul><ul><li>Milestones </li></ul><ul><li>Reviews </li></ul><ul><li>Alpha, Beta, Production (and criteria) </li></ul><ul><li>Test plan </li></ul>April 13, 2011
  22. 22. PRD <ul><li>owner: product manager / producer </li></ul><ul><li>audience: engineering, QA, Customer R&F&S, M&S </li></ul><ul><li>signoff: TBD </li></ul><ul><li>includes: </li></ul><ul><ul><li>All UI screens and flow </li></ul></ul><ul><ul><li>If there is a fixed date then this should be specified in MRD/PRD as a requirement </li></ul></ul><ul><ul><li>feature specifications </li></ul></ul><ul><ul><li>functional specifications </li></ul></ul><ul><ul><li>security requirements </li></ul></ul><ul><ul><li>performance requirements </li></ul></ul><ul><ul><li>systems requirements (eg; do items get deleted from databases?, how, when etc..) </li></ul></ul>April 13, 2011
  23. 23. PRD to DD <ul><li>PRD should include prioritized list of requirements (must have vs nice to have) </li></ul><ul><li>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) </li></ul>April 13, 2011
  24. 24. Design Document <ul><li>owner: </li></ul><ul><li>audience: devel team, QA, PM, Techops, security </li></ul><ul><li>signoff: QA mgr, Devel team mgr, Engg Head,Architect, Security] </li></ul><ul><li>includes: </li></ul><ul><ul><li>full systems requirements </li></ul></ul><ul><ul><li>Ops (capacity planning, network, disaster Recovery) </li></ul></ul><ul><ul><li>System Architecture </li></ul></ul><ul><ul><li>Scalability requirements. Describe how the system is designed to scale as usage grows. </li></ul></ul><ul><ul><li>product dependencies </li></ul></ul><ul><ul><li>infrastructure dependencies </li></ul></ul><ul><ul><li>reporting/Data needs * </li></ul></ul><ul><ul><li>Systems and abuse monitoring and reporting of metrics </li></ul></ul><ul><ul><li>security </li></ul></ul><ul><ul><li>Intellectual Property possibilities </li></ul></ul><ul><ul><li>Privacy Assesment </li></ul></ul><ul><ul><li>Product/Business Metrics – How will they be gathered and measured </li></ul></ul><ul><ul><li>Customer Care Tools required </li></ul></ul><ul><ul><li>Contingency Plans </li></ul></ul><ul><ul><li>Design Risks </li></ul></ul><ul><ul><li>BCP </li></ul></ul><ul><ul><li>intl * </li></ul></ul><ul><li>High level milestones – (WAG schedule) </li></ul><ul><li>* These can be N/A </li></ul>April 13, 2011
  25. 25. Project Schedule <ul><li>Owner: could be project manager, producer, or engineering manager as appropriate </li></ul><ul><li>Audience: Entire product teams </li></ul><ul><li>Includes: </li></ul><ul><ul><li>tasks, description, due date, owner, dependencies, status (G/Y/R) </li></ul></ul><ul><li>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. </li></ul>April 13, 2011
  26. 26. Test Plan <ul><li>Owner: QA manager or equivalent </li></ul><ul><li>Audience: QA resources or equivalent & PM </li></ul><ul><li>Signoff: Engineering manager, Product manager </li></ul><ul><li>Includes: </li></ul><ul><ul><li>Product level testing </li></ul></ul><ul><ul><ul><li>Feature complete, proper operation, integration/dependencies </li></ul></ul></ul><ul><ul><li>System testing </li></ul></ul><ul><ul><ul><li>Stress, regression </li></ul></ul></ul><ul><ul><ul><li>Security audit </li></ul></ul></ul>April 13, 2011
  27. 27. 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
  28. 28. Scrum Artifacts <ul><li>Product Backlog </li></ul><ul><li>Sprint Backlog </li></ul><ul><li>Sprint Burndown Chart </li></ul>
  29. 29. Example Sprint Backlog
  30. 30. Example Burndown Chart
  31. 31. Example Task Charts
  32. 32. Scrum Meetings <ul><li>Sprint Planning (3 hours) </li></ul><ul><li>Daily Scrum Meetings (15 min status + 15 min discussion) </li></ul><ul><li>Sprint Review/Demo (1 hour) </li></ul><ul><li>Sprint Retrospective (1 hour) </li></ul>
  33. 33. <ul><li>Roll-out of API 1.0 () onto XBRL Route </li></ul><ul><li>Roll-out of Airmail Code to switch users to BPL Route </li></ul><ul><li>Make Configurable the xxx White List </li></ul><ul><li>Automated Credit Threshold Monitoring & Notification </li></ul><ul><li>International Route Mapping Matrix Automation </li></ul><ul><li>User-Based Routing (Customer-segmentation based) </li></ul><ul><li>Number Series Failure Feedback & Cleansing System </li></ul><ul><li>SQL-Box Dev & Rollout to ALL Non-Netcore for Msg Retention </li></ul>Service Roadmap – Our List (non-Exhaustive)
  34. 34. <ul><li>5xyz0 Platform </li></ul><ul><ul><li>features - search/reserve/assign content/view reports /create campaigns </li></ul></ul><ul><li>5xyz Premium Billing Platform (Multiple price points) </li></ul><ul><li>Web-Velocity </li></ul><ul><li>Voice SMS </li></ul><ul><li>LBS </li></ul><ul><li>Barcode Application </li></ul><ul><li>Vernacular Language Product (API & Client) </li></ul><ul><li>Suite of Connecters for Common IT Apps (BMC, OpenView etc) </li></ul><ul><li>Finnacle Plug-In </li></ul><ul><li>SageCRM Plug-In </li></ul><ul><li>ACT Plug-In </li></ul><ul><li>Spot-On related Integration </li></ul><ul><li>SMS-2-Email : Improve Rename & Launch as Consumer Product </li></ul><ul><li>Newly Designed VF Messaging Platform </li></ul><ul><li>SMS Contest Product (Platform for variants), Survey, Campaign etc </li></ul>Product Roadmap – Our List (non-Exhaustive)
  35. 35. Lean Product Management Usability Study Iterate in Real-Time

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