1. ProductMindset
Hải Phạm, Tài Lê
14-09-2019

2. 2
Whoweare
• 17 years of experience in Software Development
• Proven track record in delivering various offshore
application development engagements and recently
lead Digital Transformation Center
• Technologies in Scope: Cloud Native Applications,
Chatbot/AI, Robotics Process Automation, Mobile
Apps, DevOps, ServiceNow
• Scaled Agile, PMP, Mini MBA, eCornell's Executive
Leadership and Certified Microsoft Professional
• ITLC Founder
• AI Product Lead at Sendo
• 22 years experience in IT, in which he spent 10+
years on Technical Management and Product
Development at technology-based organizations
and technology startups

3. Objectives
Sep 2019 3
1. What’s wrong with Project and what is Product Mindset
2. Case Study and 3 Product Mindset
3. Optimal Product Process

4. • There’s nothing wrong with a project
• “a temporary endeavor undertaken to create a unique product, service or result”
• Organizations start projects to deliver on time, under budget, and within scope. The project is declared a success.
4
Plan Analyze Design Implement Test Release
Project
Predictable?
Scope
Cost Schedule
ProjectMindset
How about: continuously optimizing the delivered value
• A project that meets all the deadlines, within budget and scope can still result in a crappy product
• The result will be "operation succeeded (the project), but the patient died (the product)"

5. ProductMindset
• Products team: longer lifetime than project teams
• Focus on the outcome teams deliver instead of the output
• Focus: building the right product!
5
Scope
Cost Schedule
Market needs
Disruptive Technologies
Customer Expectations

6. BookMarketinVietnam
1. 2017 revenue reached VND 2,892
billion (increase 31.4%, 2016)
2. Publishers' profit: ~ 190.4 billion
VND
3. More than 300 book companies,
40 publishers

7. 7
What’sistheProblem?
Book
company
Production
(translate, edit,
design…)
Distribution/
Wholesales
Payback period: 12-18 months

8. Global eBookMarket
1. Market size $ 15 million (10%)
2. No winner take all
3. Young population
4. Overseas Vietnamese (4,5 m)
8

9. Demographics
1. Age: U24
2. Male
3. Technology
4. Engineering Management
5. 1K $
Buying (books) habbits
1. Monthly (500K)
2. Publisher based
3. Topics helps improve core values
4. Update trends
5. Non-Fiction (Black Swan; Thinkings,
Fast & Slow…)
Psychographics
1. Lean mindset
2. Sharing know-how
3. Funny
Userpersona
9

10. PainPoints &Needforsolution
• Needs 3-5 books/month (buying for fun)
• Shallow & deep
• Notes collections for share Facebook
• Lean on the table
• Reads everywhere
• Over cost
• Not easy to share quotes
• Search/Collection/Topic
• Can’t read in the toilet ;-)
10

11. 11

12. Ybook
12

13. Ybook–UX/UI
13

14. 1. 10,000+ downloaded
2. Last updated: 5/12/2017
3. Pyramid Software and
Consulting
14

15. 1. Nhà Phương Nam
Nhiều sách không kém
NXB Trẻ
2. App làm theo chuẩn
EPUB
3. Giải quyết được nhu
cầu đọc căn bản
4. Sách bán giá cũng tạm
được luôn
PhuongNam
15

16. 1. 10,000+ lượt downloaded
2. Last updated: 18/6/2018
3. In-house development
16

17. 17

18. 1. 6000 ebooks, magazines
2. EPUB
3. subscription : 350,000$/year
4. Tech startup
18

19. ProductMindset#1
19
Get closer than ever to your customers. So close that you tell
them what they need well before they realize it themselves

20. How The Coffee House uses mobile app to increase sales?
20

21. TheCoffeeHouseMobileApp
100,000+ download
Cập nhật gần nhất: 14/8/2019
21

22. WhatIcando?
ToDoList Implementation Mandate
Checking provider Me 3
Pitching Me 3
Choose the one Me 1
Business analysis Provider 2
Design & final concept Provider 3
Technical initial Provider 5
Development Provider 15
Testing & UAT Provider & me 5
Transferring Provider & me 3
22

23. 23

24. Howtechstartupssurvive?
• Unknown
• Validated Learning
• Minimize total time throught loop
• Learn.Build.Meansure
• MVP
• Pivot
24

25. 25

26. 26

27. HowTheCoffeeHousedevelopsloyaltyapp?
27

28. Becomingonlinedeliverychannel
28

29. ProductMindset#2
29
Don’t be in a rush to get big.
Be in a rush to have a great product
Eric Ries - The Lean Startup

30. CrossingtheChasm-MarketingandSellingHigh-TechProductstoMainstreamCustomers
Crossing the Chasm: Marketing
and Selling High-tech Products to
Mainstream Customers (1991,
revised 1999 and 2014).
Inside the Tornado: Marketing
Strategies from Silicon Valley's
Cutting Edge (1995)
30

31. Grab-Gettingmoremoney!
31

32. 32
TheCoffeeHouse–Delivery Services

33. ProductMindset#3
“Startups don’t fail because they lack
a product; they fail because they lack
customers and a profitable business
model.”
(Steve Blank - The Four Steps to the Epiphany)
33

34. 34

35. ProductDevelopmentChallenges
35

36. 36

37. OptimalProductProcess
37
Conceive Plan Develop Qualify Launch Maximize Retire
Discover product
opportunities,
preliminary strategic
documents
Create market and
product strategy,
roadmap
Complete business
plan
Complete market
needs documents
Solidify Development
plans
Final feature list
Beta testing plan
Run Beta program
Complete beta report
Finish launch plan
Test marketing
messages
Release Product
Gather feedback
On-going marketing
plan
Launch review
Prod Mgr: continue
support sales
Marketing: develop
marking plan, ongoing
marketing activities
Measure review to
maximize sales
Impact analysis:
retire the product
Primary versions of
business plan, market
needs and market
strategy documents
Business Plan
Market needs
document
Product description
Market strategy
Roadmap
Product Manager:
beta plan
Engineering
documents for sell
and support after
launch
Launch Plan
Completed beta plan
(with customers
feedback)
Ongoing Marketing
plan
Launch Review
document
End of life plan An executed end-of-
life plan
Agree funding? Agree for beta
testing with real
customers?
Product ready to
launch?
Ready to maximize
phase? Spend
additional $ to
achieve goals
Key
Tasks
Key
Deliverables
Decision?

38. ProductManagementvsProductMarketingRoles
Sep-19 38

39. 9keydocuments
Document Purpose Description
Business Case Evaluate Opportunity Capture the reasoning for initiating a project and determines whether
the effort should proceed based on profitability and strategic fit
Market Needs Describe the customer needs and
problems
Description of the business or consumer challenges to be solved,
through and analysis of market needs, user personas and usage
scenarios
Product
Description
Describe what to build Description of the whole solution’s feature set, expected usage, and the
technology and delivery requirements. Include initial scoping of cost
Market Strategy Determine how to take the product to
the market
Market strategy and long-term objectives, positioning messages to be
conveyed to target markets
Roadmap Determine long-term goals and strategy Set of releases based on scoping, strategy and objectives
Beta Plan Ensure product is ready Plan for real-world use case to ensure it is ready to launch. Gather early
customer feedback and testimonials
Launch Plan Create initial awareness and leads Plan and tactics for achieving agreed-upon goals of the product
Marketing Plan Create demand and meet revenue goals Plan with tactics, budget, timeline and activities that will support
creating leads and reach new customers
End of Life Plan Minimize customer and profitability Plan covering how best to discontinue a product with a smooth
transition, avoiding negative consequences
Sep-19 39

40. Summary
• Digital Transformation is not a transformation project
• Focus on customer problems, not your solution
• Fund teams (products), not projects
• #1 - Get closer than ever to your customers.
So close that you tell them what they need well before they realize it themselves
• #2 - Don’t be in a rush to get big. Be in a rush to have a great product
• #3 - Startups don’t fail because they lack a product;
they fail because they lack customers and a profitable business mode
40

41. ThankYou
41