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AGILE CHEF
THE
Powered byTHEAGILECHEF.COM Powered by
20 APRIL 2016
AGILE CHEF
THE
FROM FAST FOOD TO FRENCHCUISINE
Creating...
AGILE CHEF
THE
Powered by
Job
Clients
Contact
Chris Lukassen
Product Samurai
Thales, Saab,TomTom, Service2Media,
various s...
AGILE CHEF
THE
Powered by
The essence of business
Why we do what we do
AGILE CHEF
THE
Powered by
What is your business?
AGILE CHEF
THE
Powered by
Business is:
NOT a product, system or a service
It’s solving a market problem!
AGILE CHEF
THE
Powered by
Topics
• What should we build?
• For whom should we build it?
• How do we discover this?
• Focus...
AGILE CHEF
THE
Powered by
Market Needs
Don’t sell bikini’s on the North Pole
AGILE CHEF
THE
Powered by
Internet Refrigerator TV
AGILE CHEF
THE
Powered by
Sources for innovation
• Sales
• Customer support
• Account management
• R&D
• Executive members...
AGILE CHEF
THE
Powered by
Inside-out is bad?
• Represents the
“noisy 20%”
• Generally leads to
sustaining innovation
• Req...
AGILE CHEF
THE
Powered by
Definition: Market Segment
“a group of people or companies
that share a common need”
AGILE CHEF
THE
Powered by
Needs are not requirements
There is an problem in the
industry today: that is
<persona> cannot a...
AGILE CHEF
THE
Powered by
Diving in Market Segments
Finding the quiet 80%
AGILE CHEF
THE
Powered by
Three ways to research needs
• People that have bought
a solution to this need
- Customers
- Com...
AGILE CHEF
THE
Powered by
Customers
• Channels
- Win/Loss analysis
- Customer interview
- Support desk
- Account managemen...
AGILE CHEF
THE
Powered by
Competitor customers
• Channels
- Win/Loss analysis
- Internet
- Conferences
- Tradeshows
• Diff...
AGILE CHEF
THE
Powered by
Evaluators
• Channels
- Sales
- Lead gen funnel
- Conferences
• Difficult access
- Part of the s...
AGILE CHEF
THE
Powered by
Need Discovery
Unearth the silent 80%
AGILE CHEF
THE
Powered by
Why are they not looking?
• Don’t know they have a
problem
• Have a slightly different
problem
•...
AGILE CHEF
THE
Powered by
Observe in natural habitat
• Insight is seldom found
behind a desk
• Find (relevant) persona’s
-...
AGILE CHEF
THE
Powered by
Invite yourself
• You are not sales
• You seek problems
• You value their time
• You see them as...
AGILE CHEF
THE
Powered by
What to do (and what not to do)
• Home base
- Don’t sell
- Don’t explain
• Observe
- That’s inte...
AGILE CHEF
THE
Powered by
Focus
We are not defined by what we do, but by what we not do
AGILE CHEF
THE
Powered by
It’s simple, just say:
NO!
AGILE CHEF
THE
Powered by
What is your idea kill rate?
AGILE CHEF
THE
Powered by
Okay, but when to say
may be?
AGILE CHEF
THE
Powered by
Look for patterns
• Use market evidence
- Needs Safari
- Customer interviews
- Win / loss analys...
AGILE CHEF
THE
Powered by
Criteria
AGILE CHEF
THE
Powered by
What should drive your prioritization
• Urgent
• Pervasive
• Willing to pay
But how can you tell?
AGILE CHEF
THE
Powered by
Acid Test
• Interviews
• Landing pages
• A/B Testing
• Ad campaign
• Fundraising
• Explainer vid...
AGILE CHEF
THE
Powered by
Summary
Customers
Competitor
Evaluators
Potentials
AGILE CHEF
THE
Powered byTHEAGILECHEF.COM Powered by
20 APRIL 2016
AGILE CHEF
THE
FROM FAST FOOD TO FRENCHCUISINE
Creating...
AGILE CHEF
THE
Powered by
Jobs to be done
33
AGILE CHEF
THE
Powered by
The milkshake dilemma
34
AGILE CHEF
THE
Powered by
The key question are:
• Who is the customer?
• What problem are they trying to solve?
• What cus...
AGILE CHEF
THE
Powered by
Three dominant roles
36
User Buyer Eco System
AGILE CHEF
THE
Powered by
Think in needs
• Split the needs in 3 roles
- Research each role
• Map features
- On importance ...
AGILE CHEF
THE
Powered by
Under served or over served needs
38
AGILE CHEF
THE
Powered by
Look for balance
• Slightly under served
needs
Add features to the
existing product, do the the
...
AGILE CHEF
THE
Powered by
There are needs and needs
40
AGILE CHEF
THE
Powered by
Okay, may be but…
should we?
41
AGILE CHEF
THE
Powered by
There is more than one
42
AGILE CHEF
THE
Powered by
Evaluator
• Segmentation
• DNA match
• Competitor landscape
• Strategic fit
• Product Impact
43
AGILE CHEF
THE
Powered by
Definition: Market Segment
“a group of people or companies
that share a common need”
44
0,5 min
AGILE CHEF
THE
Powered by
Definition: Market
“a group of people or companies
that share a common characteristic”
45
AGILE CHEF
THE
Powered by
Expand market based on need
46
AGILE CHEF
THE
Powered by
Segment to Market Expansion
• What needs does your
product solve?
• What is your market
segment?...
AGILE CHEF
THE
Powered by
DNA Match
• What are our distinctive
competences?
• What are our capabilities
to deliver value?
...
AGILE CHEF
THE
Powered by
Competitor Landscape
49
AGILE CHEF
THE
Powered by
Criteria
• Maturity of market
• Number of existing
competitors
• Distribution of market
share
• ...
AGILE CHEF
THE
Powered by
Strategic fit
• Sales channels
• Development teams
• Marketing knowledge
• Technology
• Light up...
AGILE CHEF
THE
Powered by
Strategic Fit
• Optimize for profit, reduce
scope, maintain well.
Farmers not hunters
• Focus ma...
AGILE CHEF
THE
Powered by
Product Impact
53
No brainer
Commodities
Strategic
Vision
Why?
high
low
low high
Customer
Impact...
AGILE CHEF
THE
Powered by
Product Impact
54
No brainer
Commodities
Strategic
Vision
Why?
high
low
low high
Customer
Impact...
AGILE CHEF
THE
Powered by
Product Impact
55
No brainer
Commodities
Strategic
Vision
Why?
high
low
low high
Customer
Impact...
AGILE CHEF
THE
Powered by
Product Impact
56
No brainer
Commodities
Strategic
Vision
Why?
high
low
low high
Customer
Impact...
AGILE CHEF
THE
Powered by
Product Impact
57
No brainer
Commodities
Strategic
Vision
Why?
high
low
low high
Customer
Impact...
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Creating the right products

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by Chris Lukassen - The Agile Chef - http://theagilechef.com

Published in: Education
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Creating the right products

  1. 1. AGILE CHEF THE Powered byTHEAGILECHEF.COM Powered by 20 APRIL 2016 AGILE CHEF THE FROM FAST FOOD TO FRENCHCUISINE Creating the right products Chris Lukassen
  2. 2. AGILE CHEF THE Powered by Job Clients Contact Chris Lukassen Product Samurai Thales, Saab,TomTom, Service2Media, various startups clukassen@xebia.com +31 6 12332230 chrislukassen @MacLuky
  3. 3. AGILE CHEF THE Powered by The essence of business Why we do what we do
  4. 4. AGILE CHEF THE Powered by What is your business?
  5. 5. AGILE CHEF THE Powered by Business is: NOT a product, system or a service It’s solving a market problem!
  6. 6. AGILE CHEF THE Powered by Topics • What should we build? • For whom should we build it? • How do we discover this? • Focusing on the right things
  7. 7. AGILE CHEF THE Powered by Market Needs Don’t sell bikini’s on the North Pole
  8. 8. AGILE CHEF THE Powered by Internet Refrigerator TV
  9. 9. AGILE CHEF THE Powered by Sources for innovation • Sales • Customer support • Account management • R&D • Executive members • Analysts
  10. 10. AGILE CHEF THE Powered by Inside-out is bad? • Represents the “noisy 20%” • Generally leads to sustaining innovation • Requires acid testing! But how to discover market needs?
  11. 11. AGILE CHEF THE Powered by Definition: Market Segment “a group of people or companies that share a common need”
  12. 12. AGILE CHEF THE Powered by Needs are not requirements There is an problem in the industry today: that is <persona> cannot achieve <goal/benefit> and as a result (s)he suffers <consequence>
  13. 13. AGILE CHEF THE Powered by Diving in Market Segments Finding the quiet 80%
  14. 14. AGILE CHEF THE Powered by Three ways to research needs • People that have bought a solution to this need - Customers - Competitor customers • People who are looking for a solution - Evaluators • People who are not looking for a solution Customers Competitor Evaluators Potentials
  15. 15. AGILE CHEF THE Powered by Customers • Channels - Win/Loss analysis - Customer interview - Support desk - Account management - Sales - User groups • Easy access - Part of the loud 20%
  16. 16. AGILE CHEF THE Powered by Competitor customers • Channels - Win/Loss analysis - Internet - Conferences - Tradeshows • Difficult access - Part of the loud 20% - Cares about switching cost
  17. 17. AGILE CHEF THE Powered by Evaluators • Channels - Sales - Lead gen funnel - Conferences • Difficult access - Part of the silent 80% - Conflicts with sales interest - What do they care about?
  18. 18. AGILE CHEF THE Powered by Need Discovery Unearth the silent 80%
  19. 19. AGILE CHEF THE Powered by Why are they not looking? • Don’t know they have a problem • Have a slightly different problem • Have a very different problem • Have a pre-requisite problem
  20. 20. AGILE CHEF THE Powered by Observe in natural habitat • Insight is seldom found behind a desk • Find (relevant) persona’s - Training - Conferences - Events / Social Media - Guerilla practices • Capture contact details - Remember name cards - Business cards - LinkedIn - Google
  21. 21. AGILE CHEF THE Powered by Invite yourself • You are not sales • You seek problems • You value their time • You see them as experts • Puppy ploy
  22. 22. AGILE CHEF THE Powered by What to do (and what not to do) • Home base - Don’t sell - Don’t explain • Observe - That’s interesting - How do you do that? - Can you show me that? - Put them at ease • Share and verify - I noticed that..
  23. 23. AGILE CHEF THE Powered by Focus We are not defined by what we do, but by what we not do
  24. 24. AGILE CHEF THE Powered by It’s simple, just say: NO!
  25. 25. AGILE CHEF THE Powered by What is your idea kill rate?
  26. 26. AGILE CHEF THE Powered by Okay, but when to say may be?
  27. 27. AGILE CHEF THE Powered by Look for patterns • Use market evidence - Needs Safari - Customer interviews - Win / loss analysis • Recurring problems - Probability to detect - Affinity Mapping
  28. 28. AGILE CHEF THE Powered by Criteria
  29. 29. AGILE CHEF THE Powered by What should drive your prioritization • Urgent • Pervasive • Willing to pay But how can you tell?
  30. 30. AGILE CHEF THE Powered by Acid Test • Interviews • Landing pages • A/B Testing • Ad campaign • Fundraising • Explainer videos • Piecemeal MVP • Blogs • Wizard of Oz • Concierge MVP • Digital prototype • Paper prototype • Single feature MVP • Pre-order page
  31. 31. AGILE CHEF THE Powered by Summary Customers Competitor Evaluators Potentials
  32. 32. AGILE CHEF THE Powered byTHEAGILECHEF.COM Powered by 20 APRIL 2016 AGILE CHEF THE FROM FAST FOOD TO FRENCHCUISINE Creating the right products Chris Lukassen
  33. 33. AGILE CHEF THE Powered by Jobs to be done 33
  34. 34. AGILE CHEF THE Powered by The milkshake dilemma 34
  35. 35. AGILE CHEF THE Powered by The key question are: • Who is the customer? • What problem are they trying to solve? • What customer segment makes the most attractive target? • What unmet customer needs should we address? • Will customers pay more for a better solution? 35
  36. 36. AGILE CHEF THE Powered by Three dominant roles 36 User Buyer Eco System
  37. 37. AGILE CHEF THE Powered by Think in needs • Split the needs in 3 roles - Research each role • Map features - On importance to role - On satisfaction per role • Create a 2 by 2 job map - Look for over served needs - Look for under served needs 37 Satisfaction Importance
  38. 38. AGILE CHEF THE Powered by Under served or over served needs 38
  39. 39. AGILE CHEF THE Powered by Look for balance • Slightly under served needs
Add features to the existing product, do the the job better • Highly underserved needs
Introduce a new product that does a significantly better job • Mainly over served needs
Create a new low-cost product • Well served needs
Add jobs, do more with the same product 39
  40. 40. AGILE CHEF THE Powered by There are needs and needs 40
  41. 41. AGILE CHEF THE Powered by Okay, may be but… should we? 41
  42. 42. AGILE CHEF THE Powered by There is more than one 42
  43. 43. AGILE CHEF THE Powered by Evaluator • Segmentation • DNA match • Competitor landscape • Strategic fit • Product Impact 43
  44. 44. AGILE CHEF THE Powered by Definition: Market Segment “a group of people or companies that share a common need” 44 0,5 min
  45. 45. AGILE CHEF THE Powered by Definition: Market “a group of people or companies that share a common characteristic” 45
  46. 46. AGILE CHEF THE Powered by Expand market based on need 46
  47. 47. AGILE CHEF THE Powered by Segment to Market Expansion • What needs does your product solve? • What is your market segment? • What market segments would have similar needs? • How would you define the market? 47 5 min
  48. 48. AGILE CHEF THE Powered by DNA Match • What are our distinctive competences? • What are our capabilities to deliver value? • How can we disrupt the balance of the competition? • Are there barriers to entry? 48
  49. 49. AGILE CHEF THE Powered by Competitor Landscape 49
  50. 50. AGILE CHEF THE Powered by Criteria • Maturity of market • Number of existing competitors • Distribution of market share • New entrant likelihood • Ability to dominate 50
  51. 51. AGILE CHEF THE Powered by Strategic fit • Sales channels • Development teams • Marketing knowledge • Technology • Light up the target 51
  52. 52. AGILE CHEF THE Powered by Strategic Fit • Optimize for profit, reduce scope, maintain well. Farmers not hunters • Focus market and sales effort. Hunters not farmers. • Optimize for learning, experiment 52 5 min
  53. 53. AGILE CHEF THE Powered by Product Impact 53 No brainer Commodities Strategic Vision Why? high low low high Customer Impact Investment cost
  54. 54. AGILE CHEF THE Powered by Product Impact 54 No brainer Commodities Strategic Vision Why? high low low high Customer Impact Investment cost
  55. 55. AGILE CHEF THE Powered by Product Impact 55 No brainer Commodities Strategic Vision Why? high low low high Customer Impact Investment cost
  56. 56. AGILE CHEF THE Powered by Product Impact 56 No brainer Commodities Strategic Vision Why? high low low high Customer Impact Investment cost
  57. 57. AGILE CHEF THE Powered by Product Impact 57 No brainer Commodities Strategic Vision Why? high low low high Customer Impact Investment cost

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