This discussion will focus on the Lean Product Management process. What is it? Stuart Moncada, Senior Product Manager at OpenX looked at a Lean Product development case study on a mobile pet grooming service, "Uber for pet grooming". Main points Stuart talked about: -How to determine your target customer -How to Identify unmet needs -How to Define your value proposition -How to Specify your MVP feature set -How to Create your MVP prototype -How to Test your MVP with customers

1. What Is the Lean Product Development
Process by OpenX Senior Product Manager
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7. Stuart Moncada

8. My Beginnings
Medellin

9. What & where I learned

10. Who signed the checks

11. What is the role of a product manager?
A product manager’s responsibility is to
launch products that customers love!

12. Things a product manager might have to do
✓ Market research
✓ Competitive research
✓ Create roadmaps
✓ Write user stories
✓ Discuss technical details w/ engineers
✓ Customer interviews
✓ Design wireframes and mockups
✓ Define product KPI
✓ Write marketing copy
✓ Create financial models
✓ Usability studies
✓ A/B testing
✓ Determine pricing
✓ Organize trainings
✓ Lead agile meetings
✓ Tackle technical debt

13. Lean Product Development Process
Source: “The Lean Product Playbook”, Dan Olsen

14. Lean Product Development Case Study:
Mobile Pet Grooming Service

15. 15Page:
Proposal Based on Primary & Secondary Research
Conducted 13 interviews with key stakeholders
Pet Owners (9)
Enterprise Competitors (PetSmart, Petco)
Independent Dog Groomers (2)
MVP product strategy for Mobile Pet Grooming Service (Website + iOS + Android)
Primary Research
Interviews
Performed Market & Competitive Research
Market & Industry Research (Industry reports, craigslist)
Competitive/Comparable Analysis (DogVacay, Rover)
Enterprise Competitor Analysis (PetSmart, Petco)
Secondary
Research

16. 16Page:
Opportunity
$4.5B Pet Grooming
85M Pet Owners
Focus on Dog Owners in USA
12% Households38% Households
Pros:
• More $ to groom
Cons
• Less grooming frequency (~2-5 months)
• Fewer groomers (more difficult)
48% Households
Pros:
• More grooming frequency (~
Monthly)
• More groomers
Cons
• Lower $ per grooming

17. 17Page:
USA Market Sizing
Initial Overall Market Can Expand
TAM
$4.5B
Total Available Market (TAM)
• $4.5B US pet grooming market.
• Subject to grow as the platform grows and provides better
services for cheaper prices.
Serviceable Available Market (SAM)
• $2.2B US dog grooming market
Serviceable Obtainable Market (SOM)
• $110M in spend (5% of SAM)*
• $22M in revenue (20% take rate)
• Bottoms up sanity check, 110K/65M (.16%) pet owner
customers
SAM
$2.2B
SOM
$110M
$22M
* SOM estimated by comparable market capture of Rover/DogVacay of 150M/1.5B)

18. 18Page:
Target Users
Busy Dog Owners Dog Groomer
• High income earners
• Full time job / busy
• Multiple pets
• High importance on cleanliness and
grooming frequently
• Value and willing to pay for convenience &
luxury
Target Users Will Evolve as Network Expands
• Certified and experienced
• Flawless customer service skills
• Great pet management skills
• Proficient in current styles

19. 19Page:
“My pets are like my children. I want
my pets looking flawless and having
the latest styles.”
Jennifer Fitzpatrick (Trendy & Pampering Multiple Dog Owner)
Age 33
Education Masters
Location Santa Monica, CA
Occupation Strategy Manager; $135K
Pets Poodle, Yorkie
Grooming Goals
• Trendy and stylish looking pet
• Like to use accessories to add a finishing touch
• Want to try new cuts and styles on pets
Grooming Frustrations
• Inconvenience of taking multiple pets to the
groomer
• When groomer does not have ideas or
suggestions on cuts and styling
Lifestyle
• Single and lives in a one bedroom with her
pets
• Will take her dog along when she is at
brunch with friends or shopping
• Not too conscious about spending, goes
out to dinner or for drinks 4-5 times a week
• Spends money on trendy brands for
clothing and shoes
• Travels 4-5 times per year and always has
to figure out what to do with pets
Metrics
Frequency of Grooming
Willingness To Pay
Online Purchase
Every 3
weeks
$140
Wash & Cut
3-5 times
per week

20. 20Page:
“I am the most highly requested
groomer at PetSmart but I am still
only making $12 an hour and have
little flexibility to create my
schedule.”
Karl Townsend (Undervalued Pet Groomer)
Age 32
Education Dog Grooming Certification
Location Pasadena, CA
Occupation Dog Groomer / Uber; $50K
Pets Labrador, Maltese
Grooming Goals
• More hours to have higher pay
• More flexibility in my schedule
• More creative freedom on styling
Grooming Frustrations
• Hourly pay doesn’t reflect value of work
performed
• Pets that have poor behavior issues
Lifestyle
• Single and lives with a roommate
• Not too much disposable income; rarely
goes out to dinner
• Spends the most time with pets; either his
own or at work
• Uses online sites and apps frequently to
find the best deals
Metrics
Grooming Experience
Customer Service
Online Purchase
8 Years
3-5 times
per week
Pet Management

21. 21Page:
Current Direct Competition
Brick & Mortar
(PetSmart / PetCo / Mom & Pop)
Cost For Wash & Cut: $60-$120
Strengths
• Physical visible location
• Scale / existing customer base
Weaknesses
• Lack of personalization
• Inconvenience of driving and waiting
or returning
Mobile Pet Groomers
Cost For Wash & Cut: $80-$120
Strengths
• Convenience (No driving, dirty car,
or waiting for hours)
Weaknesses
• Most expensive
• Not as many options
• User experience is lacking
Self Service
Cost For Wash & Cut: $2-5 for
supplies
Strengths
• Cheapest by a long shot
• Don’t have to drive anywhere
Weaknesses
• Cumbersome and requires expertise
for advanced services
• Get house dirty

22. 22Page:
Other Competitors to Watch

23. 23Page:
Fido Press Release
Mobile dog grooming service, Fido, launches in Los Angeles
Fido, a mobile pet grooming service that can be thought of as an “Uber for Pet Grooming” has been launched in Los Angeles.
Los Angeles, California’s most populous county will be the first market for the Los Angeles based startup, which was launched six
months ago by COMPANY NAME REMOVED. Fido said it has seen strong adoption of its service having delivered hundreds of dog
groomings by dozens of mobile dog groomers on its platform.
“Fido’s goal is to be the most personalized, convenient, and friendly dog service for busy pet owners. Pet owners no longer have to
round up their pets, throw them in their nice clean cars, and wait hours for their pets to be groomed,” said Stuart Moncada, Fido’s
Product Manager. “The challenges of coordinating your schedule with your dog groomers and driving through Los Angeles traffic to
get your dog groomed is a real pain point for many Los Angeles pet owners that we can help solve.”
Fido’s mobile app and website allow pet owners to find and book a highly qualified pet groomer in seconds within a few clicks or
taps. “I downloaded the app and was able to browse and book a groomer for my poodle and my yorkie instantly. I no longer have to
deal with playing phone tag with my groomer and they come right to my apartment in Santa Monica and groom my pets in their
specialized mobile grooming vehicles,” said Jennifer Fitzpatrick, a satisfied returning customer.
The company said its pet groomers go through an intensive 15 point certification process, including requiring a minimum of 3 years
of pet grooming experience, background checks, fingerprinting, samples of their work, and an in-person meeting.
Fido has launched with a “Top Dog” grooming package priced at $130 that includes a wash, cut, nail grooming, teeth cleaning, and
some flair in the form of a bow tie, bandanna, or other accessory. The company plans to expand its offerings of services as it grows
its network of dog groomers and owners.

24. 24Page:
Website Overview
• Will be the central point for Pet Groomers (Manage
account, set schedules, indicate breed/service
specialties)
• Pet owners will be able to search for services/pet
groomers
• Visitors will learn about company and service offerings
• Visitors will be able to learn about pet grooming with
respect to different breeds
• Pet owners and pet groomers will be able to login to
view their accounts
Management Center for Groomers & General Information Hub

25. 25Page:
App Overview
• Will be the central point for Pet Owners to search and book services as well
as view groomer profiles
• Ability to add pets to your profile
• Initially no Pet Groomer functionality to keep app simple and focused
• Pet Owner account management: service history, payments, profile, help
Focused on Pet Owners

26. 26Page:
Q1 Q2
App
Website
MVP Roadmap
Services&
About
AccountManagement
(Create accounts and
profiles)
Search for
groomers (No
schedulematch)
Book a groomer
(Deluxe package)
Process Payment
Search for
groomers
(Schedulematch)
Pet groomer
scheduleentry
Book a groomer
(Multiple/custom
packages)
AddPets
Search for
groomers (No
schedulematch)
Book a groomer
(Deluxe package)
Search for
groomers
(Schedulematch)
Book a groomer
(Multiple/custom
packages)
Alpha
Referrals
promo code
AccountManagement
(Create accounts and
profiles)
Process Payment

27. 27Page:
User Story: Search for Grooming
As a pet owner I want to search for a grooming service so that I can know what
my options for pet grooming are
Acceptance Criteria
• Can select an existing pet or add a new one to profile
• Can search by current location or enter address
• Can select from a set of packages
• Can search by specific date or browse all nearby groomers

28. 28Page:
Wireframes: Search for Grooming
As a pet owner I want to search for a grooming service so that I can know what
my options for pet grooming are

29. 29Page:
User Story: Book a Grooming
As a pet owner I want to book a grooming so that my pet can be clean and neatly
groomed
Acceptance Criteria
• Can browse profile of groomer throughout process
• Can see availability of groomer through calendar
• A request for service will be sent to the groomer
• Dates, pet, service, and contact info is required
• Additional message is optional

30. 30Page:
Wireframes: Book a Grooming
As a pet owner I want to book a grooming so that my pet can be clean and neatly
groomed

31. 31Page:
GTM Strategy
Product & Pricing
• $130 initial deluxe package (wash, cut, nails, teeth, flair)
• 20% take rate (60% take rate if company supplied truck)
• Add bundles & options with feedback and iterations
• Purchase 2 grooming trucks initially to be shared by groomers
• Need to ensure high quality product especially in beginning
• As service levels are added can consider other options (allowing groomers
w/ existing mobile pet grooming vans, financing assistance for mobile pet
groomers)
• 360 groomings per month capacity (6 groomings per truck per day, 2
trucks)
• 8-10 Groomers
• Keep the 168 weekly hours of truck capacity utilized (8AM-8PM * 7 * 2)
• ~ 20 hours per groomer per week

32. 32Page:
GTM Strategy
Launch & Awareness
• Launch initially in LA (Downtown, Santa Monica)
• High density pet owners, high income/willingness to pay
• SF 2nd and investigate NY a bit more
• Partner up with high rise luxury buildings to come in and do groomings on select days
• Offer two sided referral system to increase virality
• Company branded grooming vehicles
• SEO, SEM, social, Yelp
• Yelp checkin discounts
• Encourage groomers to post services on craigslist

33. 33Page:
Objectives & Key Metrics
Focus initially on retention to find product market fit
Acquisition >> Activation >> Retention >> Revenue >> Referral
Retention / Usage
• Returning customers booking services
• Frequency of bookings
• Groomer
• Avg hrs per week available
• % of avail hrs booked
Activation
• % of leads converted (organic vs paid)
• % of searches leading to a booking
• Avg # of results (groomers) returned per
search

34. 34Page:
Risks & Challenges
Risk/Challenge Actions & Mitigations
Scaling the pet groomer side of the network
requires investment in mobile grooming units
• Partner up with banks and manufacturers to offer financing
assistance for pet groomers
• Look into lower cost options such as trailers or used equipment
Scaling the pet groomer side of the market
requires finding skilled and certified pet
groomers
• Recruit from existing certified base initially
• Offer certification courses
Bringing down the price point so that the service
can enjoy more wide spread adoption
• Offer additional lower cost services such as wash only
• Lower barrier to entry for pet groomers to increase demand density
Android fragmentation from differences in
screen sizes and OS versions
• Prioritize OS/devices that are most proliferated in target segment
(high income, age 30-45)
• Invest in good automated testing from beginning

35. 35Page:
Risks & Challenges - Cont.
Risk/Challenge Actions & Mitigations
Market equilibrium is important so that
both sides of the market are satisfied
• Need to closely monitor and control the ratio of groomers to pet owners,
~1:40
• Incentive and de-incentivize sides to reach equilibrium: special offers,
raise bar to become pet groomer
Keeping transactions on platform so that
value creation can be monetized
• Don’t show contact info until booking scheduled
• Provide enough value through platform to both sides so that they both
want to transact
• Groomer: Scheduling, payment, dispute resolution
• Owner: Scheduling, dispute resolution, grooming history, pictures,
real time updates

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