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Crafting products: from idea to MVP(minimal viable product) 
Where should you start from? So many features? What is really...
Alexandr Gribenko 
Chief Product Owner LIGA, 3550 developers. Products Desktop, Online, MobileChief of Operations Developm...
1.ELEVATOR PITCH 
2.THE PROBLEM The bigger plan -the better 
3.YOUR SOLUTION how solution makes customers happier and make...
SHAPE AND PRESENT YOUR IDEA 
1. VALUE PROPOSITION Exactly what problem will this solve? 
2. TARGET MARKET For whom do we s...
LEAN CANVAS 
SHAPE YOUR PRODUCT IDEA 
ligazakon.ua –law analysis solutions for you business
SHAPE YOUR PRODUCT IDEA 
ligazakon.ua –law analysis solutions for you business 
RISK MATRIX 
High Low impactLow likelihood...
THINK ABOUT YOUR USERS 
A persona is a fictional character that represents a subset of the market we want to addressPerson...
identify the BEHAVIORALvariables and link them to goals and motivations 
RESEARCH -> identify roles, arrange an interview,...
RESEARCH -GET OUT OF THE BUILDING (Customer Development) 
1. 
WHATEVER AMOUNT PEOPLE SAY THEY WILL PAY FOR IT IS WRONG. 
2...
CREATE VALUE 
KANO MODEL 
ligazakon.ua –law analysis solutions for you business
SET & REACH YOUR GOALS 
METRICS & IMPACT MAPPING 
ACTORS (WHO) Who can produce the desired effect? Who can obstruct it? Wh...
OUTLINE YOUR MVP 
ligazakon.ua –law analysis solutions for you business 
USER STORY 
description of a desired 
Characteris...
OUTLINE YOUR MVP 
ligazakon.ua –law analysis solutions for you business 
STORY MAP 
High level features 
Ordered from user...
OUTLINE YOUR MVP 
“INVEST” MODELIndependent, Negotiable, Valuable, Testable, Estimateable, SMALL 
1.WORKFLOWwebsite post, ...
GO AGILE –WORK WITH TEAM 
ZERO SPRINT 
ligazakon.ua –law analysis solutions for you business 
SHARE VISION WITH YOUR TEAM ...
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IDCEE 2014: Crafting Products: From Idea To A Minimal Viable Product - Aleksandr Gribenko (VP Product Development, Chief Product Owner @ Liga:Zakon)

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http://idcee.org/p/alexander-gribenko/

Alexander holds the position of head of operations and chief product owner in the company “LIGA ZAKON”.

His responsibility in the company includes three directions: product, information (content) and software development (it). His main expertise is in information technologies, telecommunications, and broadcast, and media fields. His business side is strategic planning, project management, system integration and products development.

Alexander obtained a Bachelor’s degree in information sciences and MBA degree from UK Heriot-Watt University.
His work experience covers more than 15 years in IT and telecommunications spheres.

Alexander held executive positions in different companies: “1+1” TV Channel, SkyVision Ukraine among them, he has created his first startup in 1999, and managed an outsourcing company in 2000s.

He was engaged in the launch of new companies and products both in Ukraine and abroad in telecom, software and education industries - Edinburgh Business School Eastern Europe, Tutor, SkyVision Ukraine, Filternet.

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IDCEE 2014: Crafting Products: From Idea To A Minimal Viable Product - Aleksandr Gribenko (VP Product Development, Chief Product Owner @ Liga:Zakon)

  1. 1. Crafting products: from idea to MVP(minimal viable product) Where should you start from? So many features? What is really important in your product? Inspired by “Product Craftsman Kit” from scrumguides.com.ua
  2. 2. Alexandr Gribenko Chief Product Owner LIGA, 3550 developers. Products Desktop, Online, MobileChief of Operations Development, Content, IT CV 1ststartup in 1998 CTO & owner @ Outsourcing, Telecom, IT, Broadcast & Media Listening @ startup conferences for four years ligazakon.ua –law analysis solutions for you business
  3. 3. 1.ELEVATOR PITCH 2.THE PROBLEM The bigger plan -the better 3.YOUR SOLUTION how solution makes customers happier and makes it better or different from everyone else Demo your product 4.MARKET SIZE the bigger -the better 5.BUSINESS MODEL 1-3 revenue sources (dealers, online, affiliates) 6.PROPRIETARY TECH patents experience market lead 7.COMPETITION2x2 matrix (reliable –unreliable fast-slow) how you are better or different at least 8.MARKETING PLAN what's your channels cost, volume, conversion 9.TEAM / HIRES geeks/entrepreneurs/sales 10.MONEY / MILESTONES Customers Testimonials rockHow much you ask for? How much have you raised? How will you spend your money? SHAPEAND PRESENT YOUR IDEA STARTUPS10 Slides VC presentation (Dave McClure) ligazakon.ua –law analysis solutions for you business
  4. 4. SHAPE AND PRESENT YOUR IDEA 1. VALUE PROPOSITION Exactly what problem will this solve? 2. TARGET MARKET For whom do we solve that problem? 3. MARKET SIZE How big is the opportunity? 4. COMPETITIVE LANDSCAPEWhat alternatives are out there? 5. OUR DIFFERENTIATOR Why are we best suited to pursue this? 6. MARKET WINDOW Why now? 7. GO-TO-MARKET STRATEGY How will we get this product to market? 8. METRICS/REVENUE STRATEGY How will we measure success/make money from this product? 9. SOLUTION REQUIREMENTS What factors are critical to success? 10. GO OR NO-GO Given the above, what’s the recommendation? http://www.svpg.com/assessing-product-opportunities/ ligazakon.ua –law analysis solutions for you business COMPANIESMarty CaganOpportunity Assessment
  5. 5. LEAN CANVAS SHAPE YOUR PRODUCT IDEA ligazakon.ua –law analysis solutions for you business
  6. 6. SHAPE YOUR PRODUCT IDEA ligazakon.ua –law analysis solutions for you business RISK MATRIX High Low impactLow likelihoodHigh impactHigh likelihoodHigh impactLow likelihood Probability Consequence Low Low impactHigh likelihoodLowHighAVOIDRETAINRETAINTRANSFERREDUCE R-W-W Screening tool -Is It Real? Can We Win? Is It Worth Doing?:Managing Risk and Reward in an Innovation Portfolio Source –HBR.org
  7. 7. THINK ABOUT YOUR USERS A persona is a fictional character that represents a subset of the market we want to addressPersonas should help us develop sympathy for our users and customers. RELEVANT, SPECIFIC, BELIEVABLE ligazakon.ua –law analysis solutions for you business USER PERSONAS
  8. 8. identify the BEHAVIORALvariables and link them to goals and motivations RESEARCH -> identify roles, arrange an interview, do some surveysMODELING -> get conclusions, identify behaviors, goals, personalities. IMPLEMENT -> design scenarios, attach Persona’s goals with the business’s goals. NO TIME? ligazakon.ua –law analysis solutions for you business THINK ABOUT YOUR USERS BEHAVIORAL PATTERNS Bryan Eisenberg Goal Oriented
  9. 9. RESEARCH -GET OUT OF THE BUILDING (Customer Development) 1. WHATEVER AMOUNT PEOPLE SAY THEY WILL PAY FOR IT IS WRONG. 2. “I WOULDN’T PERSONALLY USE IT, BUT OTHER PEOPLE WOULD” -NO ONE WILL USE IT. 3. ANSWER TO ANY QUESTION THAT STARTS WITH “DO YOU WANT?” OR “ARE YOU CONCERNED?” WILL ALWAYS BE “YES”. 4. IF SOMEONE SAYS “MAYBE IT’S JUST ME, BUT…” –IT’S NOT. ESPECIALLY IF YOUR PRODUCT BEING HARD TO USE 5. IF YOU WANT TO CHARGE MONEY FOR YOUR PRODUCT, DON’T TALK TO PEOPLE WHO TRY TO GET EVERYTHING FOR FREE. 6. WHAT FEATURES YOUR CUSTOMERS ASK FOR IS NEVER AS INTERESTING AS WHYTHEY WANT THEM. 7. ANYONE WILL DO ALMOST ANYTHING FOR YOU IF: THE REQUEST IS SHORT, YOU ARE ENTHUSIASTIC, THEY DON’T HAVE TO MAKE ANY DECISIONS THAT REQUIRE MORE THAN 1 MINUTE OF THOUGHT. 8. THE TWO DRIVING FORCES OF PURCHASE AND USAGE ARE: APATHY AND THE DESIRE TO AVOID LOOKING/FEELING STUPID. 9. YOU CAN’T BUILD A GOOD PRODUCT IF YOU DON’T LIKE THE PEOPLE WHO’LL BE USING IT. DON’T BE LIKE THEM ligazakon.ua –law analysis solutions for you business MAKING CUSTOMER INTERVIEWS RIGHT. People trying to be polite isyour worst enemy. NO! To get useful information, you need honesty, not politeness.
  10. 10. CREATE VALUE KANO MODEL ligazakon.ua –law analysis solutions for you business
  11. 11. SET & REACH YOUR GOALS METRICS & IMPACT MAPPING ACTORS (WHO) Who can produce the desired effect? Who can obstruct it? Who are the consumers or users of our product? Who will be impacted by it? IMPACT (HOW) How should our actors' behavior change? How can they help us to achieve the goal? How can they obstruct or prevent us from succeeding? DELIVERABLES (WHAT) What can we do, as an organization or a delivery team, to support the required impacts? ligazakon.ua –law analysis solutions for you business METRICS Percent is better than amounts Show numbers in dynamics In a day, month, hour… Clear Objective per user, per player GOAL(measurable) Why are we doing this?
  12. 12. OUTLINE YOUR MVP ligazakon.ua –law analysis solutions for you business USER STORY description of a desired Characteristic from a user’s perspective a planning and scheduling token 3 BASIC WAYS TO CREATE A STORY MAP 1. User interview 2. Task brainstorming. Organize cards into a story map. 3. Extract stories from a narrative. Write rich user scenarios. Extract user tasks from these and organize them into a story map USER STORY MAPPING http://www.agileproductdesign.com/downloads/user_story_mapping_quickref_comic.pdf STORYis TASK CENTRICA user story that describea task a user would like to perform. Use the task name as the story name. As a [type of user] I want to [perform some task] so that I can [get some benefit]
  13. 13. OUTLINE YOUR MVP ligazakon.ua –law analysis solutions for you business STORY MAP High level features Ordered from user perspective Marked with skills needed to build Actual actions performed Forming workflows Prioritizing by business value STUFF TO DO WHEN WALKING A STORY MAP • Arrangethem left to right in an order that makes sense • Clusteritems that seem similar • add stories • split stories • combine stories • Eliminate duplicates • rewrite stories • reorganize stories to reflect new understanding • roughly prioritize top to bottom based user necessity • annotate stories with information as you see fit
  14. 14. OUTLINE YOUR MVP “INVEST” MODELIndependent, Negotiable, Valuable, Testable, Estimateable, SMALL 1.WORKFLOWwebsite post, review, approve 2.BUSINESS RULESFinding ticket: by dates, on weekend, days from now 3.ON EFFORTPay by: VISA, Matercard, AMEX –choose one or all of them 4.COMPLEXABILITYBuying ticket: flight time, closest airports, flexible dates 5.DATA VARIANTSlanguage for posting: Russian, English, Ukrainian 6.ON DATA INPUTdate by numbers, date using calendar 7.ON PERFORMANCE Fast/slow query processing 8.OPERATIONS Login, edit profile, delete profile ligazakon.ua –law analysis solutions for you business USER STORIES -BREAKING UP
  15. 15. GO AGILE –WORK WITH TEAM ZERO SPRINT ligazakon.ua –law analysis solutions for you business SHARE VISION WITH YOUR TEAM Sync product vision –“tell me why” Get to the same language Establish Long term goals Shared understanding of business A common training for a team WORKING AGREEMENTS Definition of Done Definition of Ready WorkInProgress(WIP) limits Working schedule Anything else? SYNCHRONIZE THE PRODUCT VISION BETWEEN THE STAKEHOLDERS (business canvas)why do we need this product? • what problem does it solve? • who are the users -what are their problems? • what this product can do you can't do with other tools? • if you automatize something existing-how better the life would be with this product? • The goal is to get to a point, where team get a first hands on the product vision • Business model canvas as a tool FROM PLANS, MAPS AND STORIES TO BACKLOG Story map becomes first backlog draft Add weight for each story(use fibonaccinumbers as indicative weight) Split user stories if too big Establish DoD(definition of done) Acceptance criteria • unit tests • introduction • testing Set Priorities FORMULATE SPRINT 1 FROM STORIES

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