The document discusses several key concepts in product management. It addresses myths around only providing customers what they ask for and not needing product management if software is not sold as a product. It emphasizes understanding customer business problems and value, users and how they use products. It also covers prioritizing requirements, user stories, personas, roadmaps and balancing business needs with delivery.

1. In today’s world of global competition and continuous change,
a firm that isn’t delighting its clients and turning them
into active promoters of its goods and services
is unlikely to endure. - Stephen Denning
Robbie Mac Iver, Agile Consultant & Coach
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2. Balancing Agile Adoptions
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3. Product Management Myth
“Our job is to provide our customers or
users everything they ask for.”
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4. Product Management Myth
“Our job is to provide our customers or
users everything they ask for.”
Even if we wanted to, we could not hire enough
staff to do that and would likely bankrupt our
companies if we tried.
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5. Product Management Myth
“We do not sell our software as a
product and therefore don’t need
product management”
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6. Product Management Myth
“We do not sell our software as a
product and therefore don’t need
product management”
If you build software that is used in operation of
your own business, you need credible knowledge
of business needs – even if there is no
commercial transaction required to distribute your
software.
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7. Role of Product Management
Seek, discover, validate,
communicate the business
opportunities, problems, needs in
the market (or organization)
and
the value of addressing them.
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8. Pragmatic Marketing
Strategy
Marketing
Technical
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9. Product Roadmap
2Q-2014
Market
4Q-2014
2Q-2015
US
Europe
• Expanded
Catalog
• Product Demos
User Experience
• Onscreen Help
• Chat Support
Technology
• Drop WinXP
• SOA
Major
Capabilities
• Basic Catalog
• Shopping Cart
4Q-2015
• 3rd Party
Vendors
• New Data Model
Release Goals Are Capabilities Not Feature Lists
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10. Persona

Who is the user?

What is his/her job?

Why does he/she need
your product to do that
job?

What is a typical day at
work?

What are his/her primary
concerns?
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11. Problems to Stories
Persona
Scenarios
User
Stories
Business
Problem
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12. Minimum Solution Set
Persona
Scenarios
User
Stories
Business
Problem
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13. Continuous Product Backlog “Grooming”
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14. Sample Product Backlog
Name
User Story
Priority
Make Reservation
As a pet owner I want to reserve the PoddlePalace Suite so that
Prince can have the ultimate doggie day care experience.
1
Meal Preference
As a pet owner I want to specify a meal/treat preference so that
Prince has his usual food.
2
Web Camera
As a pet owner I want to view Prince over the internet so that I
can see how happy and active he is.
3
Pooch Profile
As a pet owner I want to create a Pooch Profile so that I don’t
have to keep repeating my preferences.
4
Medical Treatment
As a pet handler I want to be reminded when to administer any
medicines for Prince so that he receives the proper treatment.
5
Special Needs
As a pet handler I want to review any special needs for Prince so
that I know how to care for him.
6
Temperament
As a pet handle I want to know which other dogs Prince plays
well with so that he has a safe environment.
7
Feedback
As the owner of PoodlePalace I want to collect feedback from pet
owners so that I know how to improve my services.
8
Virtual Tour
As the owner of PoodlePalace I want to offer a virtual tour of my
facilities so that potential customers are attracted to my business.
9
Activity Schedule
As a pet handler I want to create a schedule of activities for
Prince so that he is well attended.
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Size
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15. Bringing Business and Delivery Together
Business
Needs
Delivery
Cycle
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16. Self Check – Product Management



How well do you understand your customers’
business problems AND the value of
addressing them?
How well do you understand who uses your
product and how they use it?
How are your product needs prioritized?
 How often does that change?


Does your understanding of requirements
evolve over time?
Do you focus on the minimum solution set
first?
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17. My Role
Guide
Information Curator
Mirror
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18. Robbie Mac Iver
Consulting Coaching Mentoring
Agile Adoption Agile Leadership Product Management
Leadership Agility 360™ Assessment
10+ Years Agile Techniques 10+ Years Project Leadership
20+ Years Information Technology
▪ Past President/Advisor National Board of Directors
▪ Founder Houston Chapter
www.robbiemaciver.com
robbie@robbiemaciver.com
▪ Stage Producer – Agile 2010, Agile 2011
▪ Presenter – Agile 2010
▪ Stage Producer – Agile Executive Forum 2011
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robbiemaciver
@robbiemaciver
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