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How to make a
Rock Star Product?
      Tanguy Lesselin
Start-up failure rates

•   1000 business plans
•   6 get funded
•   40% survive (=2.4)
•   <1% get big (<0.06)
•   0.1% are big hits

In a million projects, less than 10 become big hits

Source: http://bit.ly/startupfailurerates
is the minimum you are going to spend on product development
GET TO

PRODUCT-MARKET FIT




   FAST
What is a Rock Star product?
EMOTIONS
VALUE
IT IS DIFFERENT
People WANT it
How to make it?
Perspiration

   Passion
                                   Method
Vision



               Rock Star Product
Traditional method: not good

                                Waterfall
      Strategy     Design                   Launch
                              Development



•   Smart strategy
•   Great design
•   Great development team
•   Big launch that generates sales

Assumes the problem and the solution are known
Remember?




Source: everywhere…
Agile / XP programming



Product Owner




 Assumes problem is known and solution unknown

 Source: Devzombie.com
Customer discovery and Agile




Problem and solution supposed to be unknown.
Closer to reality and more flexible.
Source: Eric Ries and Steve Blank
Product Market Fit stage is critical

      Before PMF                 After PMF
Measure, Iterate, Pivot   Build the business and scale
• Test major hypotheses   • Optimize key levers
• Quick and Dirty mode    • Product scalability
• Lowest cash burn        • Maintenance
                          • High cost of technical debt
You have to read these books
What are we talking about?

Xiaodan Wang - ThoughtWorks          Andy Marks - ThoughtWorks
• What is a good product?            • Quality vs Speed in product
• How to get superior design?          development
• How to find good UX people?



             Tanguy Lesselin
             • The 3 biggest traps in Product Development?
             • Building a UX / feature map
             • A few personal advice
The 3 biggest traps in
product development
1 – Working hard on growing one tree


                 +80% checkout conversion

                 +15% repeat orders

                 -30% cost of acquisition
Instead of getting plugged to the Deep   Forest
2 – Believing that adding will make it




                 Source: Nerd Watch Museum
Keep
It
Simple
Stupid
3 – Not listening
You are



ignorant
and should act as such
Building a
Product feature
User Experience
      Map
Get ideas and quantify

          Ideas                      Quantify Benefits (*)                    Quantify cost



User story / features                             Expected      Development             Actual
                                                   Benefit         time                 Result
A- I want to pay on a single page                   +20%               3                +80%
B- I want to zoom on product pictures                +5%              0.5               +10%
C- I want to pay in one-click                       +30%               1                +15%
D- I want to get real time alerts on deals          +10%               1                 +5%
E- Iterate registration page                        +30%               3                +10%
…
* Although it may look impossible to quantify, you need to give it a try by asking triangular
questions to your customers, measuring current importance / satisfaction levels, making data
checks on previous similar modifications (inductive reasoning), making guesses
Map your ideas

                    35%
Impact of feature

                    30%               C
                    25%
                                                       A
                    20%
                    15%
                    10%               D
                     5%
                              B
                     0%
                          0       1        2       3       4


                                      Cost of feature
Implement based on ROI / slope

                     70%

                     60%
                                                     A   • Give priority to
Cumulative benefit




                     50%                D                  low cost features
                     40%            B
                                                           for same ROI
                     30%       C                         • Most
                     20%                                   often, features
                     10%                                   should be
                     0%
                                                           released in
                           0            2      4     6
                                                           clusters
                                   Cumulative cost
Expected returns materialize
  only if you continuously
        simplify
The last few words

• Define what “Done” means and do not
  compromise on it
• Set-up Scrum from the beginning
• Get developers to make demos to your team
Simplify


 Simplify

Simplify
Presentations

• Build and motivate your dream team:
  http://www.slideshare.net/tlesselin/firing-up-your-dream-team

• Getting start-up financing in Singapore:
  http://www.slideshare.net/tlesselin/120524-financing-slideshare

• How to make a Rock Star product:

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How to make a Rock Star Product?

  • 1. How to make a Rock Star Product? Tanguy Lesselin
  • 2. Start-up failure rates • 1000 business plans • 6 get funded • 40% survive (=2.4) • <1% get big (<0.06) • 0.1% are big hits In a million projects, less than 10 become big hits Source: http://bit.ly/startupfailurerates
  • 3. is the minimum you are going to spend on product development
  • 5. What is a Rock Star product?
  • 10. How to make it?
  • 11.
  • 12. Perspiration Passion Method Vision Rock Star Product
  • 13. Traditional method: not good Waterfall Strategy Design Launch Development • Smart strategy • Great design • Great development team • Big launch that generates sales Assumes the problem and the solution are known
  • 15. Agile / XP programming Product Owner Assumes problem is known and solution unknown Source: Devzombie.com
  • 16. Customer discovery and Agile Problem and solution supposed to be unknown. Closer to reality and more flexible. Source: Eric Ries and Steve Blank
  • 17. Product Market Fit stage is critical Before PMF After PMF Measure, Iterate, Pivot Build the business and scale • Test major hypotheses • Optimize key levers • Quick and Dirty mode • Product scalability • Lowest cash burn • Maintenance • High cost of technical debt
  • 18. You have to read these books
  • 19.
  • 20. What are we talking about? Xiaodan Wang - ThoughtWorks Andy Marks - ThoughtWorks • What is a good product? • Quality vs Speed in product • How to get superior design? development • How to find good UX people? Tanguy Lesselin • The 3 biggest traps in Product Development? • Building a UX / feature map • A few personal advice
  • 21. The 3 biggest traps in product development
  • 22. 1 – Working hard on growing one tree +80% checkout conversion +15% repeat orders -30% cost of acquisition
  • 23. Instead of getting plugged to the Deep Forest
  • 24. 2 – Believing that adding will make it Source: Nerd Watch Museum
  • 26. 3 – Not listening
  • 29. Get ideas and quantify Ideas Quantify Benefits (*) Quantify cost User story / features Expected Development Actual Benefit time Result A- I want to pay on a single page +20% 3 +80% B- I want to zoom on product pictures +5% 0.5 +10% C- I want to pay in one-click +30% 1 +15% D- I want to get real time alerts on deals +10% 1 +5% E- Iterate registration page +30% 3 +10% … * Although it may look impossible to quantify, you need to give it a try by asking triangular questions to your customers, measuring current importance / satisfaction levels, making data checks on previous similar modifications (inductive reasoning), making guesses
  • 30. Map your ideas 35% Impact of feature 30% C 25% A 20% 15% 10% D 5% B 0% 0 1 2 3 4 Cost of feature
  • 31. Implement based on ROI / slope 70% 60% A • Give priority to Cumulative benefit 50% D low cost features 40% B for same ROI 30% C • Most 20% often, features 10% should be 0% released in 0 2 4 6 clusters Cumulative cost
  • 32. Expected returns materialize only if you continuously simplify
  • 33. The last few words • Define what “Done” means and do not compromise on it • Set-up Scrum from the beginning • Get developers to make demos to your team
  • 35. Presentations • Build and motivate your dream team: http://www.slideshare.net/tlesselin/firing-up-your-dream-team • Getting start-up financing in Singapore: http://www.slideshare.net/tlesselin/120524-financing-slideshare • How to make a Rock Star product:

Editor's Notes

  1. You can basically fix the rest
  2. You can basically fix the rest