Øredev Malmo, November 2012 Business Pa*erns for So/ware Developers email@example.com Twi.er: @allankellynet h.p://www.allankelly.net h.p://www.so6warestrategy.co.uk
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
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.
Anatomy of a pa.ern Context Problem Forces SoluIon SoluIon & ImplementaIon Consequences 3 Known Uses
How do I run & grow my so6ware Context business? Problem Forces Solu;on & Implementa;on Consequences 3 Known Uses
3 Type of So6ware Company So6ware Corporate IT Product Department Company So6ware Service Company ESP -‐ External Service Provider
Falling oﬀ a log theory • Too many so6ware companies follow the Falling oﬀ a Log pa.ern
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!
Ducks not Bullets No Silver Bullets Pa.erns can help! • Ducks – Get ‘em in a Row • Thousands of small decisions – Not one big one
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
Yes a sales pitch… I have a book! Pre-‐book versions of pa.erns h.p://www.bizpa.erns.biz Free for download
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.
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.
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
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
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
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
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.