In this ProductTank TLV meetup, on Wednesday, May 15, Orly Amrany, VP Product at Epistema Analytic brokedown the prodigy of product management process step by step, and extract an MVP from a vision, live with audience! There are many ways to productize a vision from scratch, moving from the “pie-in-the-sky” concept to your first version. But for any product person, the lack of certainty before releasing and seeing market response can be paralyzing, that's why we're here to help with a unique interactive meetup! What if you could, just for an evening, to take the product leader seat and challenge yourself to make strategic decisions? Are you ready to challenge yourself to take on the VP Product role and examine an idea from its first day, making it into a product you can conquer the world with? Orly has been in the software industry for over 20 years. She has held various executive Product and General Management roles, as well as consulting roles in companies such as Wix, Fiverr and monday.com. She holds a B.S.c in Computer Science from the Technion and MBA from Tel Aviv University and York University in Toronto. Orly's Linkedin profile can be found here: linkedin.com/in/orly-amrany-8b02092/

1. The
meaning
of MVP

2. Hello!
I am Orly Amrany
VP Product at Epistema Analytics

3. Schulich
School of Business,
Toronto, CA,
Marketing Major
TAU
Recanati MBA
Technion, BScIDF Mamram R&D Centers
Development
Product Roles, CPO,
General Management &
VP
Advisory
Board &
Consultant

4. You may know this feeling...

5. But then, there is “reality”.
Or what we call... “real life”

7. Put in 150K NIS

8. Invest your
Afterwork
freetime

9. Quit your dayjob

10. So that...

11. Let’s try
something new…
Why won’t we do it
together, step by step?

12. “
Brief - True Story

13. “
“App that helps me remember everything:
from places to new beauty treatment to
trips to shops”

14. “
Orly: “Wow, wow …
Give me some specific use cases ,
This is too vague”

15. FOCUS

16. Use Cases Types

17. #1 Document to FFU
Tried myself Heard about
Remember a good restaurant
in Berlin
Remember a shop mentioned
in a magazine
Remember trip routes
(places + pictures)
Save a list of handymans that
were good and honest

18. #2 Reminders / Memories Keeping
Be reminded when a contract with isp ends
Allow others to add pictures to a trip folder

19. #3 Follow Friend’s Recommendation
Recommendation of places to go to in London

20. My First Reaction Was...

21. “
“It’s may be possible to create this.
However, I can’t think of a “good” product that
can do all of that, in one.”
(Don’t even let me start talking about budgeting.. )

22. What do I mean by a Good Product?

23. The
TagLine
Test:
A “Good” Product
something that can be explained
in a tagline, and nothing more.

24. How to present your thought process..
Stakeholders Management

25. Product Strategy Focus
In only 3 steps!

26. Pain
Cost
Gain

27. The Possible Products
#2+#4 - save my Fav
list and able to
share with friends
#3 Trip Organizer #4. Reminder App #5. My HandList
(fav handymans)
#1 Mobile picture
analyzing and
tagging

28. 1. PRIORITY ACCORDING TO PAIN

29. Case Current solution Possible Solution
I take a picture in my phone - Finding in pictures,
remember it’s even there
I tag in FB and later on
try to find it on my profile
- I dont always want to public on FB
- I can not find it later on
- Hard search
I write in Google Doc all the
places,
and can share with people
who ask me when needed
- Hard to keep in updated during the trip.
- When I want recommendations I need to
ask friends to find the file and share with
me, and visa versa

30. Case Current solution Possible Solution
I take a picture in my phone - Finding in pictures,
remember it’s even there
I tag in FB and later on
try to find it on my profile
- I dont always want to public on FB
- I can not find it later on
- Hard search
I write in Google Doc all the
places,
and can share with people
who ask me when needed
- Hard to keep in updated during the trip.
- When I want recommendations I need to
ask friends to find the file and share with
me, and visa versa

31. Case Current solution Possible Solution
I wrote in fb “going to London
for 2 days - pls write
recommendations
- I need to go over comment by
comment
- not all the people there I trust
I use my calendar / reminder
App
- Mm.. actually nothing is good
I write my fav handymans in my
iphone
- When I come to find it, I see
several contacts and does not
know who was the good one..

32. Case Current solution Possible Solution
I wrote in fb “going to London
for 2 days - pls write
recommendations
- I need to go over comment by
comment
- not all the people there I trust
I use my calendar / reminder
App
- Mm.. actually nothing is good
I write my fav handymans in my
iphone
- When I come to find it, I see
several contacts and does not
know who was the good one..

33. 2. PRIORITY ACCORDING TO COST

34. Case Current solution Possible Solution
I take a picture in my phone - Tag pictures in the mobile (IOS/Andro)
- Image processing
- Not everything can be photoed
I tag in FB and later on
try to find it on my profile
- Save kind of “checkin” in a different list
- Ability to categorize this list and search
by it
I write in Google Doc all the
places,
and can share with people
who ask me when needed
- Create app where you create a trip
- In a trip you create route and places
- In each places you have recommended
eat/see/visit
- Load pictures

35. Case Current solution Possible Solution
I take a picture in my phone - Tag pictures in the mobile (IOS/Andro)
- Image processing
- Not everything can be photoed
I tag in FB and later on
try to find it on my profile
- Save kind of “checkin” in a different list
- Ability to categorize this list and search
by it
I write in Google Doc all the
places,
and can share with people
who ask me when needed
- Create app where you create a trip
- In a trip you create route and places
- In each places you have recommended
eat/see/visit
- Load pictures

36. Case Current solution Possible Solution
I wrote in fb “going to London
for 2 days - pls write
recommendations
- If you have solution #1
- Allow to view my friends list
from #1
I use my calendar / reminder
App
- Reminder App
I write my fav handymans in my
iphone
- List of fav “handy man” .

37. Case Current solution Possible Solution
I wrote in fb “going to London
for 2 days - pls write
recommendations
- If you have solution #1
- Allow to view my friends list
from #1
I use my calendar / reminder
App
- Reminder App
I write my fav handymans in my
iphone
- List of fav “handy man” .

38. 3. Gain - What will be better now (Vs existing solutions)

39. Case Current solution Possible Solution
I take a picture in my phone - Tag pictures in mobile (IOS/Andro)
- Image processing
- Not everything can be photoed
I tag in FB and later on
try to find it on my profile
- Save kind of “check-ins” in a different list
- Categorize this list and search by it
I write in Google Doc all the
places,
and can share with people
who ask me when needed
- Create an app where you create a trip
- In a trip you create route and places
- In each places you have recommended
eat/see/visit locations
- Load pictures

40. Case Current solution Possible Solution
I take a picture in my phone - Tag pictures in mobile (IOS/Andro)
- Image processing
- Not everything can be photoed
I tag in FB and later on
try to find it on my profile
- Save kind of “check-ins” in a different list
- Categorize this list and search by it
I write in Google Doc all the
places,
and can share with people
who ask me when needed
- Create an app where you create a trip
- In a trip you create route and places
- In each places you have recommended
eat/see/visit locations
- Load pictures

41. Case Current solution Possible Solution
I wrote in fb “going to London
for 2 days - pls write
recommendations
- If you have solution #1
- Allow to view my friends list
from #1
I use my calendar / reminder
App
- Reminder App
I write my fav handymans in my
iphone
- List of fav “handy man” .

42. Case Current solution Possible Solution
I wrote in fb “going to London
for 2 days - pls write
recommendations
- If you have solution #1
- Allow to view my friends list
from #1
I use my calendar / reminder
App
- Reminder App
I write my fav handymans in my
iphone
- List of fav “handy man” .

43. Let’s summarize it!

44. The Possible Products
#2+#4 - save my Fav
list and able to
share with friends
#3 Trip Organizer #4. Reminder App #5. My handyList
(fav handymans)
PPP C GC G C G
#1 Mobile picture
analyzing and
Tagging
P C G P C G

46. 1. Allow me to save my list of fav places (check-in style)
2. Allow friends to access each others’ lists
3. Allow easy search of places per location and per
category (places to eat , sleep , see in a London)

47. Can features support strategy?

48. KPI-based priority
(another version: Value based)

49. Prioritize the values you want to bring
#2
Frictionless memo
adding
#1
Quick find in
friends’ Lists

50. Basic Features

51. Memo Memo’s List List Search
Add a Memo View Memos List Search Memo in
List(s)
Edit a Memo Filter Memo in List(s)
Sorting Memo List(s)

52. Area Feature
Filter Memos’ list Use current location
Search Memos’ list Allow search in the text field also friend’s name / category ect
Add a Memo By selecting a place - the category and image have a default
Add a Memo allow upload multiple pictures
Add a Memo Be able to save it to my list and not allow others to see it
Add a Memo Allow user to mention more than 1 category
Add a Memo Add rating
Edit Memo Allow updating text
Sort Memos’ list Add a default sort (by distance as primary)
Sort Memos’ list Allow sorting by other fields

53. Feature list prio against value and cost

54. Example
Feature: allow to view the rating on Yelp
Quick Find
Frictionless Add
Complexity
1 5 (Highest value)
1
1 5 (Most complicated)
5 (Highest value)

55. Feature Value (Find) Value(Add) Cost
Use current location 5 5 2
Allow search in the text field 2 0 3
Place selecting -- category/image as a default 0 4 2
Upload multiple pictures 0 1 2
Save it to my list and not allow others to see it 0 4 2
Allow user to mention more than 1 category 5 2 3
Add rating 0 0 3
Allow updating text 0 5 1
Add a default sort (by distance as primary) 5 0 2
Allow sorting by other fields 1 0 3

56. The result?

60. THANK YOU!
orlyam@gmail.com
www.orly-amrany.com