For Students Year 4, Agile Marketing contents About Agile Methods (Kanban and Scrum), Design Thinking and Lean Startup

1. AGILE MARKETING :
METHODOLOGIES
AND PATTERNS FOR
STRUCTURAL
INNOVATION
SYLVAIN LOUBRADOU
BET@LEADERSHIP ESCE CLASS 1
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2. WHO AM I?
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Twitter : @sylvainpam18 or @betaleadership
#ESCEAgileMarketing

3. WHAT DO WE AIM TO LEARN?
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4. WHAT DO WE AIM TO LEARN?
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1- The basis : agile methods for
“How to do it”
2- The creative start : design
thinking for “Why we do it”
3- The innovative loop : Lean
Startup for “What we do”
Classes 1 and 2 : agile methods
Class 3 : explore
Class 4 : define, Business model
Class 5 : create and choose
Class 6 : prototype

5. OUR PEDAGOGICAL
PURPOSE
• Practice in team
• Apply Self
Organized
Learning
• Know what is
agile marketing
and what kind of
philosophy it is
• Use some tools
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6. YOUR WORK IN CLASS
= YOUR EVALUATION
• Collective note
• Self-evaluation in team
Criterias :
• Coordination meetings
• Flow in board
• Retrospective
• Creativity in presentations
• Task description
• Risk taking
• Participation of all members
• Customer centric
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7. SPRINT 0
BUILD TEAMS (5 MIN)
1. Create teams of 5-8 people
2. Move desks and chairs
3. Build a board
4. Write the team mates names and choose a symbol for
each one
5. Choose a name for the team and write it
6. Build an auto evaluation sketch
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8. SPRINT 1
WHY AGILE MARKETING
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9. IN EVERY MARKET, WE’RE
EXPERIMENTING A PARADIGM
CHANGE
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MARKETS
AND
CLIENTS
INTERNAL
ORGANIZATION
PRODUCT
DEVELOPMENT
CYNEFIN DIAGRAM
http://en.wikipedia.org/wiki/Cynefin

10. IMPACT OF
DIGITALIZATION
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11. RAPID DISRUPTIONS IN
MARKETS, ECO SYSTEMS AND
TOOLS
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12. STARTUP
HOCKEYSTICK
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13. WHY AGILE
MARKETING
• To develop or adapt new
products and / or services
• In a complex world
• With a high degree of
disruption and velocity
• At low cost and scalable
You must use a:
• Value-centric
• Customer-centric
• Collaborative
• Cultural and
methodological approach
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14. WHAT IS AGILE DESIGNED FOR?
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15. SPRINT 2
WHAT IS AGILE?
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16. SPRINT 2
TEAM WORK
Each team will choose 2 ítems to
learn :
• Kanban or Scrum
• User Story or Product Owner
or Scrum Master or
Planification or Retrospective
or Stand up Meeting or
Planning Poker or Demo
Each team will have 45 minutes to
look for information, synthetise
and prepare a SHORT
presentation of 3 minutes on the
chosen topics.
NO Power Point allowed
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17. SPRINT 2
BEFORE STARTING
• Take post-its and pencils
• Think about the tasks you have to implement, write them
and place it on the board
• Define a team mate controlling time
• Try every 10 minutes to have a short coordination meeting
• Only 3 minutes means you must choose information (I’m
the teacher, I will add the possible missing information at
the end  no worries  )
• 5 minutes break when you want
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18. SPRINT 3
TEAM PRESENTATIONS
Take pictures 
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19. SPRINT 4
RECAP BY TEACHER
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Main Information
• Kanban
• Scrum
• Daily Meeting
• User Stories
• Planification
• Planning Poker
• Demo
• Retrospective
• Product Owner
• Scrum Master

20. SPRINT 4
KANBAN
Main topics :
• Visualization over “pull” flow
• Each column = task status
• Common columns are : To do / Next / Doing / Parking / Done
• Transparency is the key factor success factor
• Individual productivity control collapses the system
• WIP (Work In Progress) must be limited  limits in columns
• Daily meeting imprescindible (15 minutes)
• It can be priorized every day
• Easy to learn
• Hamster effect after a 6 months period
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21. SPRINT 4
SCRUM
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Main Information
• Kanban
• Scrum
• Daily Meeting
• User Stories
• Planification
• Planning Poker
• Demo
• Retrospective
• Product Owner
• Scrum Master

22. SPRINT 4
SCRUM
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Main topics
• Scrum is a 1 to 4 weeks loop
• The team should be cross functional
• Roles : Scrum Master / Product Owner
• During the sprint, priorities don’t change
• Powerful system after the 3 sprints learning curve
• Continuous improvement
• Continuous delivery
• Very useful for projects or new products or services
design

23. SPRINT 4
USER STORIES
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Main topics
• The user stories help to express in a short and clear way the customer
needs
• Each user story contains a concrete result
• The shorter the stories are, the more agile can be the team work
• User stories elements:
• Title
• Description : As a (functionality user) I want (something) so that (why)
• It can contain requisits and assumptions, and expcted results
• It can contain the cost and / or the value
• INVEST rules for User Stories
• I : Independant, each user story can be delivered alone
• N : Negotiable, we can negociate the contents
• V : Valuable, creates value to the customer
• E : Estimable, it is posible to define a cost of implementation
• S : Scalable / Small, it is as small as posible, can not exceed a sprint
• T : Testable, we can define how to check if done

24. SPRINT 5
RETROSPECTIVE
Per team :
1- What has gone well
2- What did not work
3- What did we learn
4- What have we missed or
would expect for Next time ?
You learn  I learn
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25. NEXT CLASS
Complementary issues and topics on agile
methodologies
New sprint to practice in teams
Q/A over agile methodologies
Time to think on a problema you’d like to solve
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