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Product Management <br />with product developed by many teams<br />Vaidas Adomauskas<br />2011-09-07<br />

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Vaidas Adomauskas<br />Blog: http://scrum.agile.lt<br />Twitter: @adomauskas<br />SlideShare: http://www.slideshare.net/vaidasa<br />LinkedIn:http://www.linkedin.com/in/vaidas<br />

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Agenda<br />Context<br />Teams<br />Product Owners / Managers<br />Features<br />Research<br />Summary and Q/A<br />Disclaimer<br />

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Context<br />Adform system<br />

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Just online <br />

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Everyone sees banners…<br />

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Planning<br />

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Optimization<br />

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Reporting<br />

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Publisher Web<br />Advertiser Web<br />Search Engine<br />Banner<br />Searched keyword<br />Click<br />Click<br />Page<br />Banner<br />Page<br />Landing Page<br />…….<br />Text Ad<br />Browsing Tracking Transactions<br />Impressions, clicks, other transactions<br />Impressions, clicks, other transactions<br />Internet<br />Anyone in the room has similar system?<br />IN: Request or Event<br />OUT: Content<br />Ad Serving and Web Analytics Front End<br />Middleware, Databases, DataWarehouses, BI Back End<br />Management and Planning Tools, Reporting, BI Tools<br />Partners<br />Agencies<br />Publishers<br />Creative Agencies<br />Advertisers<br />Operators<br />

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Scrum implementation<br />

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Teams<br />How to organize?<br />

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Feature Team<br />Component Team<br />Highest valuefeatures<br />Less delay<br />Familiar or “fast” features<br />Increased delay<br />Craig Larman, Bas Vodde - “Practices for Scaling Lean & Agile Development”, http://www.craiglarman.com/<br />

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Feature or component teams?<br />

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Component Teams…<br />Good<br />Consider<br />Easy start - developers know components, not features<br />Testers/analysts divided to teams<br />How to divide components?<br />How to run valuable sprint reviews?<br />How to plan features?<br />

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Publisher Web<br />Advertiser Web<br />Search Engine<br />Banner<br />Searched keyword<br />Click<br />Click<br />Page<br />Team<br />Team<br />Team<br />Team<br />Team<br />Team<br />Team<br />Team<br />Banner<br />Page<br />Landing Page<br />…….<br />Text Ad<br />Browsing Tracking Transactions<br />Impressions, clicks, other transactions<br />Impressions, clicks, other transactions<br />Internet<br />IN: Request or Event<br />OUT: Content<br />Ad Serving and Web Analytics Front End<br />Middleware, Databases, DataWarehouses, BI Back End<br />Management and Planning Tools, Reporting, BI Tools<br />Partners<br />Agencies<br />Publishers<br />Creative Agencies<br />Advertisers<br />Operators<br />

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Start with component teams<br />Move to feature teams<br />

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Product Owners / Managers<br />How to start?<br />

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Where did POs come from?<br />

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POs from development…<br />Good<br />Consider<br />Easy start<br />System Analyst – Product Owner<br />Project Manager – Scrum Master<br />Easy synchronization<br />Knows domain/people<br />Choose people, not their titles<br />No real ROI decisions<br />No direct contact with customers<br />

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Scrum start<br />

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Birth of Product Areas<br />… and PM department<br />

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Director - Product Management<br />Start with PM from development<br />Create new (or educate existing) PM department<br />Education<br />1 CSPO in 2010<br />7 CSPOs in 2011<br />PMs trainings<br />

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Features<br />How to plan?<br />

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Video cube – new event (e.g. banner turn)<br />Planning – set in UI<br />Banner – handle event and pass it<br />Serving – accept and record<br />Warehouse – store and attribute<br />Reporting – add to report (create new)<br />How to plan/execute this?<br />

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Feature with few teams<br />Plan:<br />Reality:<br />

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Feature with few teams<br />What works:<br />Assign clear “main (feature)” PM (PO)<br />Main PM drives this process<br />Cross-functional “teams of teams”!<br />

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Research<br />How to fit?<br />

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Research<br />Software projects<br />http://lunar.lostgarden.com/uploaded_images/essay-DiscovertheFunEarly-ScrumComplexity-729863.jpg<br />

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Scrum start<br />Who does research?<br />

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Scrum start – in component team<br />

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Research (RnD)<br />Scrum now – in “consultants” team<br />

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Research in “consultants” team…<br />Good<br />Consider<br />Dedicated time to try new technologies<br />Review of legacy applications<br />Consultant likequestions<br />Agree on research priorities (with PMs)<br />Involve relevant teams<br />Communicate results<br />Treat research differently than development<br />

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Summary<br />What can I use from this talk?<br />

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Start with component teamsMove to feature teams<br />Start with PM from developmentCreate new (or educate existing) PM department<br />Cross-functional “teams of teams”!<br />Treat research differently than development<br />

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Thank you<br />Let’s Scrum!<br />Vaidas Adomauskas<br />v.adomauskas@gmail.com<br />http://scrum.agile.lt<br />