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From MVP to post launch product management
This document discusses the key phases in product management from developing an MVP to ongoing product cycles. It notes that 60% of products fail to make it to market due to long development cycles and being disconnected from the market or too expensive. The phases discussed include concept testing, product development, beta testing, launch, and ongoing product cycles. It provides tips on using prototypes, prioritizing features, gathering feedback, and creating a product roadmap.
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From MVP to post launch product management
- 1. MVP to Post-‐Launch: PRODUCT MANAGEMENT Didem Michenet www.thestartupatelier.com didem@thestartupatelier.com 1
- 2. IN DEVELOPING NEW PRODUCTS, 60% FAIL TO MAKE IT TO MARKET!
- 3. 3 Long productdevelopment cycles Disconnected product with the market Too expensive for clients
- 4. • Customers and 4 demand • Pricing • Market size • BizDev Channels • Technical product creation • Budget and timeline
- 5. 5 Concept Testing (MVP,Prototype) Product Development Beta Testing Product Launch (1st shipment) Ongoing Product Cycle Phases Itera;ons, diges;ble steps than big bang approach Good read : Four Steps to Epiphany from Steve Blank, serial entrepreneur, father of Customer Development methodology
- 6. 6 FOCUS GROUPS CROWD FUNDING LANDING PAGE AD CAMPAIGN SURVEYS FEEDBACK
- 7. Types of Prototypes • There are multiple ways of building prototypes. • The difference in the approaches basically stem from two dimensions : Scope Fidelity One feature Full features Rough Exact 7
- 8. Product Feature Prioritization Implementa?on Difficulty Value Low Feature 4 High High Low Feature x Feature1 Feature 8 Feature 3 Feature 5 First priority Do it now! Second priority Plan release! No priority Dropt it! Maybe priority Study & Filter! 8
- 9. 9 FIDELITY CostSkills Impact Techniques LOW Low-cost Not advanced Low-to-medium • Paper sketches, sticky notes • Keynote / ppt • Videos (based on ppt etc.) MEDIUM Low-to-medium Knowledge of tool, fast learning. Medium-to-high • Balsamiq • Cacoo • Mockups • UxPin HIGH Medium-to-high Advanced knowledge, software development skills. High • InVision • Flinto (for mobile apps) • ProtoShare • HotGloo • Java, PHP etc
- 10. Beta Checklist !Qualify right « Beta Testers », early adapters, quality over quantity ! Use incentives to engage beta testers ! Strategize as marketing opportunity ! Stabilise the product (clean major bugs) ! Measure the feedback : Lessons learnt for Launch (SWOT Matrix) 10
- 11. 11 Product Roadmap Customer feedback Product Manager ONGOING Go Agile! Release management