Introduccion a Lean Product Management - AKTIA Solutions - Barcelona - Junio 2019
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Entre un 40% y un 70% de los productos digitales no logran una adopción significativa en el mercado y no cumplen con sus objetivos de negocio. El mundo está cambiado muy rápidamente en los últimos años y el ritmo de cambio y disrupción debido a la tecnología, la digitalización y la globalización está creciendo exponencialmente. Esto supone un reto para la mayoría de empresas y también para muchos profesionales. Hace falta una estructura organizativa orientada a valor, nuevas técnicas de gestión de producto y una nueva mentalidad. Las empresas deben estructurarse en verdaderas organizaciones Lean de producto, y para ello requieren de un rol muy específico y fundamental para el éxito. El Lean Product Manager o Digital Product Manager. Pero, ni Product Owners, Product Managers, Business Development Managers o Project Managers consiguen desarrollar ese rol con éxito. Las formaciones de Agile y Scrum te enseñan a ejecutar un proyecto. En esta introducción al Lean Product Management podrás ver cómo gestionar de manera efectiva el ciclo de vida completo de un producto. No te puedes perder este meetup si deseas conocer de primera mano las habilidades fundamentales que necesitan las empresas modernas en la figura del Digital Product Manager. Contenido Siguiendo el ciclo de vida de un producto como hilo conductor, revisaremos los conceptos fundamentales de Lean Startup, Modelos de Negocio, Economía del Comportamiento, Estrategia y Ejecución. Además, veremos también los errores más comunes, que aún hoy en día, empresas “Agile" cometen en el desarrollo de productos. Estos son los temas fundamentales que cubriremos en el meetup - Modelos de Negocio - Ciclo de Vida de un Producto - Product-Market Fit - Estrategia de Producto - OKRs - Roadmap de Producto - Priorización
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Introduccion a Lean Product Management - AKTIA Solutions - Barcelona - Junio 2019
- 1. Lean Product Management@AktiaSolutions aktiasolutions.com #betterproductsfaster BARCELONA 11 JUNIO 2019
- 2. aktiasolutions.com @AktiaSolutions I have spent last 20 years in technology related roles. As an engineer, manager, consultant, agile coach, team coach, executive coach and now business owner. I’m Managing Director at AKTIA Solutions, a Management Consulting Firm. I also help companies as Lean Startup Coach, Lean and Agile Coach and Team and Executive Coach. I work with digital businesses to drive market leadership by enabling operational excellence, customer focus, innovation and strategic alignment. I offer expert advice, consulting and coaching to companies who develop software based products which are looking for high growth rates. gerardchiva.com
- 4. aktiasolutions.com @AktiaSolutions Evolution of Product Management http://aktiasolutions.com/product-owner-product-manager-lean-product-management/ http://aktiasolutions.com/value-stream-manager-lean-product-management/
- 5. aktiasolutions.com @AktiaSolutions Product Owner vs Product Manager "In digital product companies, it is critical that the Product Manager also be the Product Owner. If you split these roles into two people, some very common and predictable problems result (...) Moreover, the additional responsibilities of the Product Manager are what enables good Product Owner decisions in a product company. (...) the Product Owner role covers a very small part of the responsibilities of a product manager. To summarize, Product Owner responsibilities are a small subset of product management responsibilities, but it's critical that the Product Manager covers both”.
- 7. aktiasolutions.com @AktiaSolutions • Software is eating the world • Technology disruption • Hyper-connected world • Global Market • Customers’ expectations • Employees’ expectations The World Has Changed http://aktiasolutions.com/es/introduccion-a-lean-product-management-agile-product-management/
- 10. aktiasolutions.com @AktiaSolutions • Around 75% of venture-backed startups fail • Anywhere from 40% to 90% of new products fail to gain significant market adoption Most New Products and Companies Fail https://www.inc.com/john-mcdermott/report-3-out-of-4-venture-backed-start-ups-fail.html https://blog.strategyzer.com/posts/2018/10/15/why-companies-work-on-products-nobody-wants
- 12. aktiasolutions.com @AktiaSolutions 1. Putting the cart before the horse 2. Wishful Thinking 3. The Build Trap 4. Innovator Bias 5. Confirmation Bias Thinking Mistakes http://aktiasolutions.com/es/cinco-errores-clave-gestion-de-producto/
- 14. aktiasolutions.com @AktiaSolutions 1. The Wrong Structure 2. The Wrong Process 3. The Wrong People Design Mistakes http://aktiasolutions.com/es/tres-errores-organizaciones-producto-digital/
- 15. aktiasolutions.com @AktiaSolutions The Wrong Structure
- 16. aktiasolutions.com @AktiaSolutions The Wrong Process (AKA Water-Scrum-Fall)
- 17. aktiasolutions.com @AktiaSolutions The Wrong People
- 19. aktiasolutions.com @AktiaSolutions The Right Structure http://aktiasolutions.com/es/gestion-partes-interesadas-gestion-stakeholders/ 1. Define Value 2. Organize Around Value Streams 3. Enable Flow 4. Implement Pull 5. Seek Perfection
- 20. aktiasolutions.com @AktiaSolutions The Right Process
- 21. aktiasolutions.com @AktiaSolutions The Right People http://aktiasolutions.com/es/un-mejor-product-owner-es-un-product-manager/
- 22. aktiasolutions.com @AktiaSolutions More on the Chief Engineer(AKA Value Stream Manager)
- 27. aktiasolutions.com @AktiaSolutions A Business Model is a story about how an organization creates, delivers and captures value. What is a business model? http://aktiasolutions.com/es/modelo-de-negocio-lean-startup-lean-product-management/
- 28. aktiasolutions.com @AktiaSolutions Business Model The right business model can be the difference between success and failure for the same product. Alex Osterwalder
- 29. aktiasolutions.com @AktiaSolutions A Product is more than the thing you buy Your product is your business model Source: Lean Analytics
- 30. aktiasolutions.com @AktiaSolutions Derisking your Business Model UNCERTAINTY INVESTMENT
- 31. aktiasolutions.com @AktiaSolutions The Three Cornerstones
- 33. aktiasolutions.com @AktiaSolutions POTENTIAL • Unsatisfied needs • Market Size • Financial Viability CHALLENGE • Implementation Obstacles • Time to Revenue • External Risks Market Opportunity
- 35. aktiasolutions.com @AktiaSolutions Business Model Canvas FEASIBILITY DESIRABILITY VIABILITY
- 43. aktiasolutions.com @AktiaSolutions What is Product-Market Fit? Product-Market Fit is the point in the life cycle of a product (or feature) where you can quantitatively verify that you are capturing monetizable value from the market. Gerard Chiva
- 44. aktiasolutions.com @AktiaSolutions Product-Market Fit 1. Is there a viable market for the product? 2. Have I built something people want and are willing to pay for?
- 45. aktiasolutions.com @AktiaSolutions Product-Market Fit ● MVP ● Traction ● Business Model Validation
- 50. aktiasolutions.com @AktiaSolutions Conditions of a good MVP 1. It must provide value to the customer 2. It must capture monetizable value back 3. It must be functional, reliable, usable and delightful
- 52. aktiasolutions.com @AktiaSolutions Cirque du Soleil
- 53. aktiasolutions.com @AktiaSolutions Cirque du Soleil CREAR REDUCIR / ELIMINAR INCREMENTAR INCREMENTAR
- 55. aktiasolutions.com @AktiaSolutions What is Strategy? Strategy is about making specific choices to win in the marketplace. A firm creates a sustainable competitive advantage over its rivals by deliberately choosing a different set of activities to deliver unique value. Strategy is choice. It is an integrated set of choices that uniquely positions the firm in its industry so as to create sustainable advantage and superior value relative to the competition. Mike Porter, autor de “Competitive Strategy”
- 56. aktiasolutions.com @AktiaSolutions What is NOT Strategy? • Vision, Mission, Purpose, Values, Culture • Goals • Plan • Short-term • Optimization of status-quo • Best practices • Competitive me-too
- 58. aktiasolutions.com @AktiaSolutions Document your Strategy
- 60. aktiasolutions.com @AktiaSolutions Business Strategy & Product Strategy
- 61. aktiasolutions.com @AktiaSolutions Business Strategy & Product Strategy
- 63. aktiasolutions.com @AktiaSolutions Document your Product Strategy
- 67. aktiasolutions.com @AktiaSolutions Mission Command • Provide intent • Give control → Competence + Clarity • Move authority where information is • Create leaders http://aktiasolutions.com/es/empezar-con-okrs-comenzar-con-okrs/
- 69. aktiasolutions.com @AktiaSolutions Defining Objectives and Key Results Objective • Where do I want to go? Key Result • How will I know I got there?
- 70. aktiasolutions.com @AktiaSolutions OKR Example Objective • USA is the recognized leader in space Key Results • At least one astronaut lands on the moon and returns home safely before the end of decade • Moon mission captured in photos and videos • Do not exceed $10Bn budget
- 71. aktiasolutions.com @AktiaSolutions OKR Example Objective • We have to become a multiplanetary species Key Results • We have successfully landed 10 missions with humans in Mars • We can generate sufficient combustible in Mars to return to Earth safely • We have one mining settlement at the Asteroid Belt
- 76. aktiasolutions.com @AktiaSolutions The Three Embarrassing Truths 1. Most of our ideas will fail 2. Time to product-market fit cannot be known 3. Roadmap doesn’t mean commitment Shipping stuff nobody wants
- 77. aktiasolutions.com @AktiaSolutions What is not a Product Roadmap? 1. Release Plan or Project Plan 2. Product Backlog 3. List of Features with dates
- 78. aktiasolutions.com @AktiaSolutions A Traditional Roadmap
- 79. aktiasolutions.com @AktiaSolutions What is a Product Roadmap? 1. A strategic communication tool 2. A prototype of your strategy 3. A statement of intent and direction How you will realize your product vision
- 80. aktiasolutions.com @AktiaSolutions Components of a Roadmap
- 81. aktiasolutions.com @AktiaSolutions Components of a Roadmap
- 83. aktiasolutions.com @AktiaSolutions There is always more work than capacity Why do we Prioritize? WHAT DO WE DO NEXT? http://aktiasolutions.com/es/tecnicas-de-priorizacion-lean-product-management/
- 84. aktiasolutions.com @AktiaSolutions We are mixing two concepts: • IMPORTANCE • URGENCY BUT ...
- 86. aktiasolutions.com @AktiaSolutions How do we schedule work? 1. Criteria to determine importance (Shall we work on it at all?) 2. Criteria to determine order (When?) Prioritization
- 87. aktiasolutions.com @AktiaSolutions How do we schedule work? 1. Importance → Strategy, Goals and Principles 2. Order → Outcomes Prioritization
- 88. aktiasolutions.com @AktiaSolutions • HIPPO • Intuition • Committee consensus • Analysts opinions • Support / Sales / Marketing / CEO requests • Competitive me-too • Cost (Story Points, …) Bad ways to prioritize
- 89. aktiasolutions.com @AktiaSolutions Determining Importance EXPLORATION EXPLOITATION BUSINESS MODEL RISKS CUSTOMER NEEDS CRITICAL PATH KANO OKRs (Objectives) PURPOSE - VISION - PRINCIPLES
- 90. aktiasolutions.com @AktiaSolutions Determining Order EXPLORATION EXPLOITATION VALIDATED LEARNING GOOGLE’S H.E.A.R.T. OKRs (Key Results) ICE COST OF DELAY ROI SCORECARD PURPOSE - VISION - PRINCIPLES
- 93. aktiasolutions.com @AktiaSolutions What do we measure?
- 94. aktiasolutions.com @AktiaSolutions What do we measure? ● Operational Metrics (Process Health) ● Fitness Criteria (Customer Satisfaction) ● Business Metrics (Business Health)
- 95. aktiasolutions.com @AktiaSolutions What do we measure? ● Operational Metrics (Process Health) ● Fitness Criteria (Customer Satisfaction) ● Business Metrics (Business Health) Your product is your business model
- 99. aktiasolutions.com @AktiaSolutions The One Metric That Matters
- 100. aktiasolutions.com @AktiaSolutions Innovation Accounting 1 - Problem: Respondents who have this need, respondents who are aware of having the need 2 - Solution: Respondents who try the MVP, engagement, churn, most-used/least- used features, people willing to pay 3 - UVP: Feedback scores, independent ratings, sentiment analysis, customer-worded descriptions, surveys, search, and competitive analysis 4 - Customer Segments: How easy it is to find groups of prospects, unique word segments, targeted funnel traffic from particular source 5 - Channels: Leads and customers per channel, viral coefficient and cycle, net promoter score, open rate, affiliate margins, CTR, PageRank, message reach 6 - Unfair Advantage: Respondents’ understanding of the UVP, patents, brand equity, barriers to entry, number of new entrants, exclusivity of relationships 7 - Revenue Streams: Lifetime customer value, average revenue per user, conversion rate, shopping cart size, CTR 8 - Cost Structure: Fixed costs, cost of customer acquisition, cost of servicing nth customer, support costs, keyword costs OMTM (One Metric That Matters) Innovation accounting is a system for translating from the vague language of “learning” to the hard language of dollars. It puts a price not just on success but also on information. Innovation accounting allows organizations to quantify learning in terms of future cash flows - Eric Ries
- 103. aktiasolutions.com @AktiaSolutions Find the right metric In order to find the right metric you need four things: 1. Understand what business you are in 2. Understand what stage in the product lifecycle you are currently in 3. Understand what problem you are trying to solve 4. An analytics model