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Business Patterns for Software Developers

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Business Patterns for Software Developers

  1. 1. BCS Edinburgh June 2012 Business Patterns for Software Developers allan@allankelly.net Twitter: @allankellynet http://www.allankelly.net http://www.softwarestrategy.co.uk
  2. 2. Allan Kelly • Agile Training & Consulting for Business alignment • Author: – Changing Software Development: Learning to be Agile, Wiley 2008 – Business Patterns for Software Developers, Wiley 2012 97 Things Every Programmer Should Know Henney, 2010 Context Encapsulation in Pattern Languages of Program Design Volume 5, 2006 2
  3. 3. Business Patterns for Software Developers Out now! John Wiley & Sons ISBN: 978- 1119999249
  4. 4. How do I run & grow my software Context business? Problem Forces Solution & Implementation Consequences 3 Known Uses
  5. 5. 3 Type of Software Company Software Corporate IT Product Department Company Software Service Company ESP - External Service Provider
  6. 6. Falling off a log theory • Too many software companies follow the Falling off a Log pattern
  7. 7. Like having a baby Salesman meets Techie
  8. 8. Running is more difficult… • Infant mortality is high… • Survive the first year and… – You probably have something – Time to get serious – No longer enough to chance it – No longer enough to do one thing right • Common problems, common solutions … Patterns!
  9. 9. Ducks not Bullets No Silver Bullets Could Patterns help? • Ducks – Get ‘em in a Row • Thousands of small decisions – Not one big one
  10. 10. PROTOTYPE 23 Patterns right? BUILDER STATE CHAIN OF RESPONSIBILITY FACADE FACTORY METHOD TEMPLATE METHOD ABSTRACT FACTORY STRATEGY COMMAND BRIDGE SINGLETON ADAPTOR PROTOTYPE FLYWEIGHT PROXY COMPOSITE INTERPRETER MEDIATOR DECORATOR ITERATOR OBSERVER VISITOR MEMENTO
  11. 11. An aside, a rant
  12. 12. PROTOTYPE 22 Patterns right? BUILDER STATE CHAIN OF RESPONSIBILITY FACADE FACTORY METHOD TEMPLATE METHOD ABSTRACT FACTORY STRATEGY COMMAND BRIDGE SINGLETON ADAPTOR PROTOTYPE FLYWEIGHT PROXY COMPOSITE INTERPRETER MEDIATOR DECORATOR ITERATOR OBSERVER VISITOR MEMENTO
  13. 13. PROTOTYPE 22 Patterns right? BUILDER STATE CHAIN OF RESPONSIBILITY FACADE FACTORY METHOD TEMPLATE METHOD ABSTRACT FACTORY STRATEGY COMMAND BRIDGE SINGLETON ADAPTOR PROTOTYPE FLYWEIGHT PROXY COMPOSITE INTERPRETER MEDIATOR DECORATOR ITERATOR OBSERVER VISITOR MEMENTO
  14. 14. If this works for programming… would it work for business? And the software business?
  15. 15. Anatomy of a pattern Context Problem Forces Solution Solution & Implementation Consequences 3 Known Uses
  16. 16. SERVICES FEEDBACK PRODUCT PORTFOLIO CORE PRODUCT ONLY EXPEDITIONARY MARKETING WHITE LABEL SAME CUSTOMERS, DIFFERENT PRODUCT BRANDED SHOPS VALUE ADDED RESELLER CORPORATE CERTIFIED EXPERTS CUSTOMISABLE PRODUCT PACKAGED SERVICES INTERNET STORE POACHER TURNED CUSTOMER UNDERSTANDING GAME KEEPER PROFESSIONAL SERVICES TEAM WHOLESALER WHOLE PRODUCT CUSTOMER CO-CREATED PRODUCT LOCAL GUIDE SIMPLER PRODUCT INITIAL HELP COMPLEMENTOR, NOT COMPETITOR ACCOUNT MANAGEMENT SIMPLE PRODUCT VARIATIONS PRODUCT ROADMAP SERVICES BEFORE PRODUCT SEGMENTED CUSTOMERS HOMOGENOUS CUSTOMERS SINGLE PRODUCT COMPANY PRODUCTS WITH SERVICE PERSONAL SERVICE SALES/TECHNICAL DOUBLE ACT SELF-SERVICE INNOVATIVE PRODUCTS LIFETIME SERVICES FOR PRODUCTS INDEPENDENT RETAILER NAMED SALES PEOPLE SEPARATE IMAGINATIVE TEAMS
  17. 17. SAME CUSTOMER, DIFFERENT PRODUCT • The Customer is the Asset Problem: How do you maximise your return from existing customers? Solution: Expand your product offering so you have more products to sell to your existing customers. Do this by focusing on the customer needs rather than the product.
  18. 18. SIMPLE PRODUCT VARIATIONS Problem: How do you increase variety and differentiation in Solution: Offer a basic product your products without with several simple increasing costs? variations, keeping the variations simple will keep them cheap.
  19. 19. ACCOUNT/TECHNICAL DOUBle Act Problem: How do your avoid overwhelming your account managers with commercial and technical issues? - Both before the sale and the after. Solution: Have your customer account managers work in pairs, one handles the commercial aspects of the product and the other handles the technical aspects.
  20. 20. Pattern sequences Ho m o g en o u s • Patterns are Cu st o m er s generative Cu st o m er Un d er st a n d i n g • Sequences link How do I better meet customers needs? How do I understand diverse customer needss? patterns Seg m en t ed Cu st o m er s How do I get an unfiltered • Consequences chain How can I match insiders knowlegde? resources to need? Po a ch er Tu r n ed to Forces Co r e Pr o d u ct On l y Ga m e K eep er How do I sell to more How do I validate demanding customers? my ideas? Ex p ed i t i o n a r y Wh o l e Pr o d u ct M a r k et i n g Pr o d u ct s Wi t h Si m p l e Pr o d u ct Ser v i ces Va r i a t i o n s
  21. 21. Ho m o g en o u s Cu st o m er s Homogenous to Cu st o m er Un d er st a n d i n g Segmented How do I better meet customers needs? How do I understand diverse customer needss? Customers Seg m en t ed Cu st o m er s How do I get an unfiltered How can I match insiders knowlegde? resources to need? Po a ch er Tu r n ed Co r e Pr o d u ct On l y Ga m e K eep er How do I sell to more How do I validate demanding customers? my ideas? Ex p ed i t i o n a r y Wh o l e Pr o d u ct M a r k et i n g Pr o d u ct s Wi t h Si m p l e Pr o d u ct Ser v i ces Va r i a t i o n s
  22. 22. How do reach as many customers as I can? Channels to Products Seg m en t ed Use different product variations Cu st o m er s Keep costs and thus prices low to address different customer and allow customers to add segments what they choose Si m pl e Pr o d u ct Co r e Pr o d u ct On l y Va r i a t i o n s Use different sales channels to Pr o d u ct Po r t f o l i o distribute different products b r a n d ed Sh o ps Wh i t e La b el Va l u e Ad d ed Na m ed Sa l es Resel l er Peo pl e I n d epen d en t I n t er n et St o r e Ret a i l
  23. 23. How do I control my own sales process? Direct Na m ed Sa l es Distribution Br a n d ed Sh o ps I n t er n et St o r e Peo pl e How do I stop products in different sales channels competing? Si m pl e Pr o d u ct Va r i a t i o n s Acco u n t M a n a g em en t How do I know what variations to offer? Ex p ed i t i o n a r y How can product M a r k et i n g experts and sales people work together? How do I increase the return from the sales channel? Sa l es/ Tech n i ca l Sa m e Cu st o m er , Do u b l e Act How do I increase the Di f f er en t Pr o d u ct return from floor space? How do I navigate new terrain? Lo ca l Gu i d e
  24. 24. Questions Allan Kelly Software Strategy Ltd. allan@allankelly.net www.softwarestrategy.co.uk blog.allankelly.net Don’t forget to buy (pre-order) the book Twitter: @allankellynet

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