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Agile Product Management and the Product Owner role


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A presentation delivered at ProductCamp Atlanta 5 on September 10, 2011.

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Agile Product Management and the Product Owner role

  1. 1. Agile Product Management and the Product Owner Role<br />John Peltier<br />@johnpeltier<br />ProductCampAtlanta<br />September 10, 2011<br />
  2. 2. Agenda<br />I cannot touch on everything!<br /><ul><li>What is Agile Product Management?
  3. 3. What does the Product Owner do?
  4. 4. Where is the overlap?
  5. 5. What are your experiences?</li></li></ul><li>About Me<br />5 Years in Product Management<br />Agile since 2009<br />M.S. from Georgia State University<br />Pragmatic Marketing Certified<br />Veteran of 7(!) ProductCamps<br />
  6. 6. What is Agile Product Management?<br />My definition:<br />Delivering a chargeable product to market*, by soliciting design input about product iterations regularly throughout the development process.<br />*necessitates all the business responsibilities that are traditionally known as “Product Management”<br />
  7. 7. What does the Product Owner do?<br />Development:<br />Decomposition of user stories<br />Prioritization / grooming of backlog<br />Available full time for clarification<br />The Market:<br />Embodies customer perspective in the “war room”<br />
  8. 8. What does the Product Manager do?<br />The Market: <br />Gathers market input, develops vision<br />Executive: <br />Competition; product/portfolio strategy<br />Marketing: <br />Messaging, positioning, segmentation, etc.<br />Development: <br />Shepherds the construction effort<br />
  9. 9. Can these really be the same person?<br />
  10. 10. Background: History of Agile<br />Custom software development<br />Buyer’s representative (“product owner”) actually involved.<br />“Product Owner” was the buyer rep with the best Subject Matter understanding, qualified to answer questions and direct the team.<br />
  11. 11. Conflict<br />Once one leaves the custom software world…<br />“Majority of [the] work to deliver products (Revenue) happens outside Engineering.” – Rich Mironov, Enthiosys<br />
  12. 12. Conflict<br />Simultaneously responsible for [examples]:<br />Detail: Field length limits, UX design<br />Strategy: Pricing, ROI on feature tradeoffs<br />
  13. 13. Types of product releases<br />
  14. 14. = Product Manager<br />(single product)<br />= Product Owner<br />(reports to PM)<br />
  15. 15. Delegation beyond v1.0<br />Market problems / segmentation established<br />New feature research < new product research<br />Dev-focused Product Owner reports to a Business and Strategy focused Product Manager<br />
  16. 16. What do you think?<br />
  17. 17. Thank you!<br />
  18. 18. Sources of Inspiration<br />Saeed Khan, On Product Management<br />Rich Mironov, Enthiosys<br />Roger Cauvin, Cauvin Inc.<br />