Presentation at ProductCamp LA on Rapid prototyping & product innovation at startups and large companies focused on personal discovery and focused on web and mobile projects

1. R a p id P rot ot ypi n g &
P ro d u c t In n ova t io n at
S t art U p s an d Bi g
C o m pan ies
Martin Price
@martinprice
www.linkedin.com/in/mprice

2.
Intro

3. About me
product management, UX,
‣ 14+ years as Product Executive leadinglarge corporations & startdesign, content & operations teams for
ups, also entrepreneur and startup founder
@ OpenX experienced
‣ Currently Sr Director Mobile Products with CEO and exec teams at
leading product strategy and working
Yahoo! (8 Yrs), IAC, & top tier VC investors (Shasta, Clearstone+) at
Geodelic
experience for
‣ Experience building compelling consumerglobal markets
web,
mobile & tablet devices and launching in
building successful scalable ad
‣ Experience scale & integrating with partnerstech products and API
services at
industry globally
‣ Industry speaker & panelist on mobile at Mobile World Congress,
Techcrunch Disrupt, VentureBeat Mobile Summit (invite only), CTIA,
MobileBeat, AppNation, AppsWorld, Silicon Beach Fest + more
!3

4. Some wins
rollouts of products in 24+ markets Yahoo! both
‣ Lead globalspace (yahoo.com homepage, my y! at toolbar) in Ad tech space
Consumer
&
&
(video ad products & rich media) incl. patents granted for Toolbar
innovations at Yahoo!
!
innovation startup
‣ Created a mobile cloud services and productwith 0 funding
up
Productsy from $0 to $1m revenue in 1 year
!
one of first local mobile advertising platforms in the
‣ Builtlaunched with Pandora as top 10 network in 2010
industry at IAC
and
!
release multiple
‣ Lead thethis weekofthe Nativeproduct innovations at OpenX incl. newatSDK’s,
Video &
O|X exchange in Barcelona this week MWC
!4

5.
Product innovation tips & tricks

6. Product lessons learned
new stuff done every
‣ Start to innovate - Getyou well 3-6-9 months single day, push things fwd, do
things that will position
out, not just parity work
as a
person
‣ Your jobit's to productbest ideaistonot to necessarily come up with the best idea
yourself,
pick the
action and move it fwd
great
relationships and listen
team and
‣ Build athem incross functional information & feedback is to youralways try to
involve
everything, more
better
hard
and
‣ Givecreate stuffthem new stuff to developers quickly and let them play, hack
and
help
do this faster and more aligned with industry
you
people,
‣ What’s the maximumreducecould learn with moreyou need access to tools
and partners? Then
down to the minimum
to do to learn what
you want to learn? not the other way round….
you
‣ A/B and multi variate test (always) useful ifmorewant to prove something,
otherwise can be busy work I.e. Squeeze
juice from lemon - optimization
and minor improvements are not innovation, but they are part of core
product management
!6

7. Create/Hack build stuff yourself
yourself
‣ Createetc, - create your own designs, concepts
wires
& code
describe
‣ Build a mock,yourself anything a webpage towith peoplethe
idea,
a dummy app and then work
to make it better
show to 10-20 people
‣ Get feedback quickly, recorditreactions etc. and
comments feedback,
‣ Use tools as needed to get more info, user testing,
and
at
your ideas, try to gain
‣ Buy traffic how point itclickwhatbuy/try/test/opt into beta
reactions,
many
to
‣ Create a fake product and take it to a conference e.g. TC
Disrupt
!
!7

8. and slide social bar,
as an HTML/JS
‣ Yahoo! Toolbar with appswith customers usingstarted Iteration Testing &
prototype we iterated on
Rapid
Evaluation (RITE) process - patents granted
!
‣ At Productsy weinbuilt & iterated
prototype apps 6-8 weeks from
concept to an app you could play
with and show to friends
!
built an
prototype we could
‣ At Geodelic weto demoappsmall businesses and
run on an iPad
to
iterate faster on based on feedback, then we put
into stores to learn more
!8

9. Driving Success with Teams
- Get new
‣ Where to start to innovate from teamsstuff truly on a
innovative products come
working
common goal in high level of detail collaboratively
not to prove a point or personal objective
of evangelist, visionary
‣ Your a mix needs to get done and and janitor, with
everything
buck stops
you, your job is to make things move faster in the
right direction
boss or exec
‣ Work with your slow approvalteam to reduceenable
overheads and
processes to
fast decision making
change you
‣ Be the permission want to see - ask for forgiveness
not for
!9

10.
Product Strategy

11. A product strategy process
Market & position
Opportunities & threats
Product analysis
Look at market as a whole
Opportunities in the market
Metrics - Biz goals + existing product
Where does product fit in today?
Competitive threats
traction
Industry trends
Macro changes e.g. market
Product - functionality and traction vs
Company goals vs industry
changes or complexities to exploit
competitors, functionality, team, plan
growth rates
etc.
etc.
Feedback - Interview partners,
developers, customers, influencers
Analyze, test & iterate on
product strategy
!11

12. Validate, test & iterate with users
1 Strategize
2 Design
2
3 Develop
1
6
3
4 Test
5 Analyze
5
4
6 Iterate
Work with users to develop, test and iterate new products with features and ability to scale
to faster
!12

13. Build lite product business cases
Opportunity in $ Rev
= (equals)
Estimated $ in market that can be made
- (minus)
Cost of internal resources
/ (divided by)
Potential risks & Time to market
!13

14.
OpenX

15. Mobile team @ OpenX
!
‣We think differently
‣Start up within a start up, well
funded start-up
‣High collaboration & ownership
‣Create our own product
marketing
‣Hiring now for product!
‣Launching innovative products!
!15

16.
Its going to get weird
& awesome

17. !18

18. Q&A