This document discusses the product development process at startups. It covers planning with OKRs, managing ambitions versus reality, developing with a full-stack culture and T-shaped developers, measuring progress, and ongoing learning through retrospectives, introduction sessions, and post-mortems. The goal is to create successful products while avoiding unnecessary failures through explicit planning, focus, transparency, and continuously learning from experience.

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The Naked Truth: Product Development in Startups

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„Fastest-growing online marketing channel
outperforming, paid search, display & affiliate
marketing“
Quelle: A.T. Kearney, 2016

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Quelle: A.T. Kearney, 2016

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Influencer Brands

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4
Influencer Brands
Research for InfluencerResearch for Brands

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4
Influencer Brands
Research for InfluencerResearch for Brands
Data AccessMediakit

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4
Influencer Brands
Research for InfluencerResearch for Brands
Data AccessMediakit
PricingPricing

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4
Influencer Brands
Research for InfluencerResearch for Brands
Data AccessMediakit
PricingPricing
NegotiatingNegotiating

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4
Influencer Brands
Research for InfluencerResearch for Brands
Data AccessMediakit
PricingPricing
NegotiatingNegotiating
Contract / PaperworkContract / Paperwork

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4
Influencer Brands
Research for InfluencerResearch for Brands
Data AccessMediakit
PricingPricing
NegotiatingNegotiating
Contract / PaperworkContract / Paperwork
CommunicationCommunication

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4
Influencer Brands
Research for InfluencerResearch for Brands
Data AccessMediakit
PricingPricing
NegotiatingNegotiating
Contract / PaperworkContract / Paperwork
CommunicationCommunication
Release ProcessRelease Process

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4
Influencer Brands
Research for InfluencerResearch for Brands
Data AccessMediakit
PricingPricing
NegotiatingNegotiating
Contract / PaperworkContract / Paperwork
CommunicationCommunication
Release ProcessRelease Process
AccountingCreating an Invoice

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Influencer Brands
Research for InfluencerResearch for Brands
Data AccessMediakit
PricingPricing
NegotiatingNegotiating
Contract / PaperworkContract / Paperwork
CommunicationCommunication
Release ProcessRelease Process
AccountingCreating an Invoice

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5
Influencer Brands
Research for InfluencerResearch for Brands
Data AccessMediakit
PricingPricing
NegotiatingNegotiating
Contract / PaperworkContract / Paperwork
CommunicationCommunication
Release ProcessRelease Process
AccountingCreating an Invoice

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Blogger
+12.500
Influencer
+22.000
Advertiser
400
Collaborations
15.000

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„
8
Welcome to the Influencer Marketing Sh*t Show, Scott Wheaton, 08/2016
Right now, everyone and their mother is starting an
influencer marketing agency, platform, network, or
some other business to help brands harness the power
of influencers.

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Marketing channel Market winning technology
Affiliate
SEM
Retargeting
Blogs and Influencer
Social Media
???
10

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Stakeholders Storing and
Processing Data
Rich
Interfaces

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Build
Learn
Measure
Product Development

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Build
Learn
Plan
Measure
Planning: Make it explicit

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Planning: Your Foundation of Success

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Distraction vs. Focus
STARVE YOUR DISTRACTIONS
FEED YOUR FOCUS

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Focus with OKRs
• Quarterly Planning
• Prioritization and Alignment
• Know What Not to Do
More details about OKRs here: http://bit.ly/okrs-details

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Ambitions vs. Reality
Feature 1
Feature 2
Feature 3
Feature 4
Feature 5
Feature 6
Feature 7
Feature 8
Feature 9
Feature 10
Goals

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Ambitions vs. Reality
Feature 1
Feature 2
Feature 3
Feature 4
Feature 5
Feature 6
Feature 7
Feature 8
Feature 9
Feature 10
Goals
Feature 1
Feature 2
Feature 3
Feature 4
Feature 5
Feature 6
Feature 7
Feature 8
Feature 9
Feature 10
Review

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Reality into Planning
• Common understanding
• Be concrete; not abstract
• Be ambitious; but not crazy

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Create success and
avoid unnecessary failures
Reality into Planning

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Build: The Execution Part

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T-Shaped Developer

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T-Shaped Developer
• Product / Requirements Change
• Technology Agnostic
• Positions Change

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Full-Stack Culture

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Full-Stack Culture
• Efficient
• Ownership
• Knowledge Transfer

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Development Process

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Development Process
• Involvement
• Focus
• Transparency
• Commitment & Accountability

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Measure
Measure: Start with collecting data

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Learn

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Learn

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Learn

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Learn

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Learn
Google Ventures
Guide to Research
gv.com/lib/gv-guide-to-research
Just enough Research
by Erika Hall
abookapart.com/products/just-enough-research

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Learn
• Retrospectives
• Introduction Sessions
• Post Mortems

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THANK YOU