Business Patterns presentation @ Oredev 2012

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Business Patterns for Software Developers
- some background on the patterns
- the ISV lifecycle
- some patterns
- some pattern sequences

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Business Patterns presentation @ Oredev 2012

  1. 1. Øredev   Malmo,  November  2012  Business  Pa*erns  for  So/ware  Developers   allan@allankelly.net   Twi.er:  @allankellynet   h.p://www.allankelly.net   h.p://www.so6warestrategy.co.uk  
  2. 2. Allan  Kelly  •  Agile  Training  &  ConsulIng  for   Business  alignment  •  Author:   –  Changing  So*ware  Development:   Learning  to  be  Agile,  Wiley  2008   –  Business  Pa<erns  for  So*ware   Developers,  Wiley  2012   97  Things  Every  Programmer  Should  Know   Henney,  2010     Context  EncapsulaGon  in   Pa<ern  Languages  of  Program  Design     Volume  5,  2006   2
  3. 3. SIMPLE  PRODUCT  VARIATIONS  Problem:  How  do  you  increase  variety  and  differen;a;on  in  your  products  without   SoluIon:  Offer  a  basic  product  increasing  costs?     with  several  simple  varia;ons,   keeping  the  varia;ons  simple   will  keep  them  cheap.    
  4. 4. Anatomy  of  a  pa.ern   Context   Problem   Forces   SoluIon  SoluIon  &  ImplementaIon   Consequences   3  Known  Uses  
  5. 5. How  do  I  run  &   grow  my  so6ware   Context   business?   Problem   Forces   Solu;on  &  Implementa;on   Consequences   3  Known  Uses  
  6. 6. 3  Type  of  So6ware  Company  So6ware   Corporate  IT   Product   Department  Company   So6ware   Service   Company   ESP  -­‐  External  Service   Provider  
  7. 7. Falling  off  a  log  theory  •  Too  many  so6ware  companies  follow  the   Falling  off  a  Log  pa.ern  
  8. 8. Like  having  a  baby   Salesman  meets  Techie  
  9. 9. 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  soluIons  …   Pa.erns!  
  10. 10. Ducks  not  Bullets   No  Silver  Bullets   Pa.erns  can   help!  •  Ducks   –  Get  ‘em  in  a  Row  •  Thousands  of  small   decisions   –  Not  one  big  one  
  11. 11. PROTOTYPE   23  Pa.erns  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  
  12. 12. PROTOTYPE   22  Pa.erns  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. EXPEDITIONARY MARKETING   38 Patterns!   SERVICES FEEDBACK   PRODUCT PORTFOLIO   SAME CUSTOMERS, DIFFERENT PRODUCT   BRANDED SHOPS   WHITE LABEL   VALUE ADDED RESELLER   CORPORATE CERTIFIED EXPERTS   CUSTOMISABLE PRODUCT   INTERNET STORE   PACKAGED SERVICES   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   CORE PRODUCT ONLY  
  14. 14. Yes  a  sales  pitch…  I  have  a  book!  Pre-­‐book  versions  of  pa.erns     h.p://www.bizpa.erns.biz  Free  for  download  
  15. 15. SAME  CUSTOMER,  DIFFERENT  PRODUCT  •  The  Customer  is  the  Asset   Problem:  How  do  you  maximise  your   return  from  exis;ng  customers?     SoluIon:  Expand  your   product  offering  so  you   have  more  products  to  sell   to  your  exis;ng  customers.     Do  this  by  focusing  on  the   customer  needs  rather  than   the  product.    
  16. 16. ACCOUNT/TECHNICAL  DOUBle  Act   Problem:  How  do  your  avoid   overwhelming  your  account  managers   with  commercial  and  technical  issues?   -­‐  Both  before  the  sale  and  the  a6er.     SoluIon:  Have  your  customer  account  managers  work   in  pairs,  one  handles  the  commercial  aspects  of  the   product  and  the  other  handles  the  technical  aspects.    
  17. 17. Pa.ern  sequences   Homogenous•  Pa.erns  are   Customers generaIve   Customer Understanding•  Sequences  link   How do I better meet customers needs? How do I understand diverse customer needss? pa.erns   Segmented Customers How do I get an unfiltered•  Consequences  chain   How can I match insiders knowlegde? resources to need? to  Forces   Poacher Turned Core Product Only Game Keeper How do I sell to more How do I validate demanding customers? my ideas? Expeditionary Whole Product Marketing Products With Simple Product Services Variations
  18. 18. Homogenous Customers HOMOGENOUS  to   Customer Understanding SEGMENTED  How do I better meet customers needs? How do I understand diverse customer needss? CUSTOMERS   Segmented Customers How do I get an unfiltered How can I match insiders knowlegde? resources to need? Poacher Turned Core Product Only Game Keeper How do I sell to more How do I validate demanding customers? my ideas? Expeditionary Whole Product Marketing Products With Simple Product Services Variations
  19. 19. How do reach as many customers as I can? Channels  to   Products   SegmentedUse different product variations Customers Keep costs and thus prices low to address different customer and allow customers to add segments what they choose Simple Product Core Product Only VariationsUse different sales channels to Product Portfolio distribute different products branded Shops White Label Value Added Named Sales Reseller People Independent Internet Store Retail
  20. 20. How do I control my own sales process? Direct   Named Sales DistribuIon  Branded Shops Internet Store People How do I stop products in different sales channels competing? Simple Product Variations Account Management How do I know what variations to offer? Expeditionary How can product Marketing experts and sales people work together? How do I increase the return from the sales channel? Sales/Technical Same Customer, Double Act How do I increase the Different Productreturn from floor space? How do I navigate new terrain? Local Guide
  21. 21. HOMOGENOUS   SEGMENTED   CUSTOMERS   CUSTOMERS   How  do  I  enter  a  market   Your  customers  all  seem  to   quickly  when  I  do  not   want  different  things.  How  do   understand  all  the   you  know  what  features  to   potenIal  customers?   provide?  Assume  all  customers  are  similar;   Segment  your  customers  do  not  a.empt  to  segment  the   into  different  groups  and  market.  Build  and  offer  one   address  the  needs  of  each  product  only.  Get  the  product  into   group  separately.  the  market  as  quickly  as  possible  while  keeping  costs  down.  
  22. 22. Homogenous  or  Segmented?  Apple   Nokia  
  23. 23. QuesIons  h.p://www.bizpa.erns.biz    Allan  Kelly   allan@allankelly.net   blog.allankelly.net   Don’t  forget  to  buy     Twi.er:  @allankellynet   the  book  J  

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