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Why Product Line Strategy is
Important in an Agile World
Mike Freier
Product Camp Silicon Valley
April 23, 2016
Copyright ...
About me…
 Product Guy
 Product Management/Marketing
 Avid Networker
 SVPMA – 10 years
2
Assumptions
 Established business
 Known business plan
 Selling products today
 Product team drives roadmap
3
No Strategy
4
Product Line Management
 What are the BIG problems to solve?
 Intermediate Products
 Fill gaps in product portfolio
 P...
Customer Requests
 Individual customer requests do not necessarily
reflect high priority market requirements
 All custom...
Sample Check List
 Problem statement
 Opportunity
 Customer persona
 Value proposition
 Market size (estimate)
 Comp...
Major Initiatives
 New Opportunities
 Enterprise <---> Mid-Market <---> Small Business
 B2B <---> B2C
 Adjacent Market...
Product Roadmap
9
V3.0 V4.0
Theme
• Feature 1
• Feature 2
• Feature 3
• Feature 4
• Feature 5
V6.0
Q2-2016
Theme
• Feature...
Agile Process
10
Apply KISS to Your Product Line
11
Features Basic Intermediate Advanced
1   
2   
3   
4   
5   
6  
7  ...
Example: Dell Computer
Example: BMW
13
Example: Salesforce.com
14
Example: Adobe
15
Product Line Strategy and
Agile Should Co-Exist
Product Line Strategy Agile Process
Timeline 3-6+ months 2-4 weeks
Market ...
Key Takeaways
17
 Get the BIG things right
 Agree on priorities and backlog
 Drive product roadmap
 Embrace Agile
 Fo...
Questions?
19
Contact Information
Mike Freier
mike@prodmgmtcg.com
www.prodmgmtcg.com
linkedin.com/in/mikefreier
20
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Why Product Line Strategy is Important in an Agile World

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Why Product Line Strategy is Important in an Agile World

  1. 1. Why Product Line Strategy is Important in an Agile World Mike Freier Product Camp Silicon Valley April 23, 2016 Copyright © 2016 [PRODUCT MANAGEMENT CONSULTING GROUP]. All Rights Reserved.
  2. 2. About me…  Product Guy  Product Management/Marketing  Avid Networker  SVPMA – 10 years 2
  3. 3. Assumptions  Established business  Known business plan  Selling products today  Product team drives roadmap 3
  4. 4. No Strategy 4
  5. 5. Product Line Management  What are the BIG problems to solve?  Intermediate Products  Fill gaps in product portfolio  Product Extensions  Higher-end products  Lower-End Products  Minimum feature set or lower cost  New Product Category 5
  6. 6. Customer Requests  Individual customer requests do not necessarily reflect high priority market requirements  All customer requests should go in the backlog… where they belong  It’s up to Product Management to review and prioritize all requests and make hard trade-offs if and when to implement 6
  7. 7. Sample Check List  Problem statement  Opportunity  Customer persona  Value proposition  Market size (estimate)  Competitive advantage  Financials  Priorities 7
  8. 8. Major Initiatives  New Opportunities  Enterprise <---> Mid-Market <---> Small Business  B2B <---> B2C  Adjacent Markets  USA <---> Europe <---> Asia/Japan <---> Other  Migrate Product to New Platforms  New Product Development 8
  9. 9. Product Roadmap 9 V3.0 V4.0 Theme • Feature 1 • Feature 2 • Feature 3 • Feature 4 • Feature 5 V6.0 Q2-2016 Theme • Feature 1 • Feature 2 • Feature 3 • Feature 4 • ? Theme • Feature 1 • Feature 2 • Feature 3 • ? Q3-2016 Q4-2016 V5.0 Q1-2017 Theme • Feature 1 • Feature 2 • ? ** All features correlate to benefits that address customer/market problems
  10. 10. Agile Process 10
  11. 11. Apply KISS to Your Product Line 11 Features Basic Intermediate Advanced 1    2    3    4    5    6   7   8  9  Upgrade Opportunity
  12. 12. Example: Dell Computer
  13. 13. Example: BMW 13
  14. 14. Example: Salesforce.com 14
  15. 15. Example: Adobe 15
  16. 16. Product Line Strategy and Agile Should Co-Exist Product Line Strategy Agile Process Timeline 3-6+ months 2-4 weeks Market goals Large scale customer acquisition Incremental customer development High level strategy Yes No Product details No Yes 16
  17. 17. Key Takeaways 17  Get the BIG things right  Agree on priorities and backlog  Drive product roadmap  Embrace Agile  Follow KISS
  18. 18. Questions?
  19. 19. 19 Contact Information Mike Freier mike@prodmgmtcg.com www.prodmgmtcg.com linkedin.com/in/mikefreier
  20. 20. 20

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