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Write YOUR Killer Product Vision - sv pcamp mar-18

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In this deck, you’ll learn the key techniques for writing your Product Vision. At Silicon Valley Product Camp '18, we led a workshop using these slides for participants to write their own first draft product vision, then work with myself and Pam Schure and Colleen O'Rourke from 280 Group to further refine them.

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Write YOUR Killer Product Vision - sv pcamp mar-18

  1. 1. © 2016-2018 280 Group LLC. Roger Snyder, Principal Consultant and Trainer roger@280group.com March 31, 2018 Write Your Killer Product Vision!
  2. 2. Agenda The 280 Group
  3. 3. © 2016-2018 280 Group LLC. 3 We help companies and individuals do GREAT Product Management and Product Marketing using our Optimal Product Process™ framework. Mission About Us
  4. 4. © 2016-2018 280 Group LLC. 4 Why Are We The 280 Group? About Us
  5. 5. Agenda Introduction
  6. 6. © 2016-2018 280 Group LLC. 6 Roger Snyder About Us • 20+ years of product management and product marketing experience in Silicon Valley • Areas of expertise: Mobile H/W, embedded OS, apps, cloud services, RFID, Change Mgmt, Product Lifecycle • Established companies: Openwave Systems, Microsoft, Savi Technologies/Lockheed • Small companies and startups: The Renaissance Group, Unwired Planet, Danger, Inc., ArcSoft, Immersion Corp. • Electrical Engineering & Computer Science, UC Berkeley • MBA in Marketing and Leadership, Santa Clara University • Certified Product Manager, AIPMM • Agile Certified PM/PO, AIPMM • Community Service – Board Trustee, Scotts Valley Unified School District – Board Secretary, Scotts Valley Educational Foundation – Recorder, Knights of Columbus Council #15705
  7. 7. © 2016-2018 280 Group LLC. 7 • 25 years of product management, management and product marketing experience worldwide • 280 Group Sr. Consultant and Trainer since 2012 • Established companies – Apple, Sun Microsystems, Adaptec • Small companies and startups – Gridstore, EloTouch, own companies • Mechanical Engineer, UC San Diego; MBA, Columbia School of Business • CPM, CPMM, Agile certified Pamela Schure 280 Group Team
  8. 8. © 2016-2018 280 Group LLC. 8 • 17 years of program and product management experience • 280 Group Consultant and Trainer since 2013 • Co-author of 280 Group Leadership for Product Managers • Established companies (API, Web and Mobile Products) – Autodesk, Computer Vision, CADAM • Small companies and startups (Enterprise, Mobile Products) – Project InVision, TeleNav, NearSpace • BS Computer Science MBA, Strategic Leadership • CPCC, ACC certifications Colleen O’Rourke 280 Group Team
  9. 9. Agenda Product Vision
  10. 10. © 2016-2018 280 Group LLC. 10 https://www.scrumalliance.org/community/articles/2009/january/the-product-vision Schwaber2004,p. 68 • Simply Put: Your Product’s True North – Sets the direction – Aligns the Scrum team to a common purpose “The minimum plan necessary to start a Scrum project consists of a vision and a Product Backlog. The vision describes why the project is being undertaken and what the desired end state is.” – Ken Schwaber What is a Product Vision?
  11. 11. © 2016-2018 280 Group LLC. 11 What is a Product Vision? Scrum
  12. 12. © 2016-2018 280 Group LLC. 12 Expression of a future state of the world Inspiring Align the team around a common goal Provide guidance for decision making Concise Characteristics of a good product vision Product Vision Lofty Practical User Stories and Product Backlog don’t tell the whole story
  13. 13. © 2016-2018 280 Group LLC. 13 Who • Customer Why • Problem Scenarios What • 4 Ps • Service • Differentiation Elements of Good Product Vision Product Vision
  14. 14. © 2016-2018 280 Group LLC. 14 https://hbr.org/2007/07/lessons-from-toyotas-long-drive A vehicle that • Can make the air cleaner than it is • Cannot injure people • Prevents accidents from happening • Can excite, entertain, and evoke the emotions of its occupants • Drive around the world on just one tank of gas Toyota’s vision for the Prius Product Vision
  15. 15. © 2016-2018 280 Group LLC. 15 https://twitter.com/spotify/status/141929408763142144 Give people access to • all the music they want • all the time • in a completely legal & accessible way Product Vision
  16. 16. © 2016-2018 280 Group LLC. 16 Strategic Marketing Framework Product Vision - Strategic Marketing Analysis Source:http://www.strategyhub.net/2011/01/framework-of-week-45-strategic.html Product Vision Marketing Analysis: • Customer needs, define market • Company capabilities • Competition • Market Dynamics • Collaborators, partners Marketing Selection: • Market segmentation and selection • Segment targeting • Product positioning Marketing Mix: • Product • Price • Place / Distribution • Promotion / Advertising Customer Acquisition: • Awareness • Interest • Desire • Action Customer Loyalty and Retention RevenueandProfits Whom do we want to go after, and how? What do we sell, where do we sell it, how do we sell it, and how do we gain and retain customers? What does the market look like? (internal / external perspective?
  17. 17. © 2016-2018 280 Group LLC. 17 Source:“Crossingthe Chasm”by GeoffreyMoore (1991) • For [target customer] who [statement of the need or opportunity] the [product name] is a [product category] that [statement of key benefit – that is, compelling reason to buy] • Unlike [primary competitive alternative] our product [statement of primary differentiation] Positioning Statement Product Vision
  18. 18. © 2016-2018 280 Group LLC. 18 http://blog.ecornell.com/how-to-write-market-positioning-statements/ • For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over one million books. • Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection. Early Amazon.com Product Vision
  19. 19. © 2016-2018 280 Group LLC. 19 Who • WWW users who enjoy books Why • Instant Access to 1.1 million books What • Convenience • Low prices • Comprehensive selection Deconstruct Amazon’s Positioning Statement Product Vision
  20. 20. © 2016-2018 280 Group LLC. 20 What’s your vision?
  21. 21. © 2016-2018 280 Group LLC. 21 • Your Positioning Statement can guide your Scrum Team • In addition, the PM must also know the Value of the Product to the company: – Market share – Revenue – Profitability – Brand Value – Create IP Don’t Forget: Company Value
  22. 22. Agenda Q & ARoger@280group.com
  23. 23. © 2016-2018 280 Group LLC. 23 • Three ways to enter: – Click the link in #SVPCamp e-mail or tweet – Sign up at our sponsor table! – Enter online at: 280.gr/sv-win • Contest entries accepted until 2:45 PM • Winners will be announced at our table at 3PM! You Could Win! 280 Group #svpcamp FIRST PRIZE Certified Product Manager - Online Course and Exam - $1495 Value! SECOND PRIZE Product Management Office Professional - $399 Value THIRD PRIZE Product Management for Dummies - $19.95 Value
  24. 24. Agenda Thank You! Please Provide Feedback: www.productcampsiliconvalley.org/survey

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