Description of the topics covered in by book "Business Patterns for Software Developers" (2012). Presentation to BCS Edinburgh, June 2012.

1. BCS Edinburgh
June 2012
Business Patterns for Software
Developers allan@allankelly.net
Twitter: @allankellynet
http://www.allankelly.net
http://www.softwarestrategy.co.uk

2. Allan Kelly
• Agile Training & Consulting for
Business alignment
• Author:
– Changing Software Development:
Learning to be Agile, Wiley 2008
– Business Patterns for Software
Developers, Wiley 2012
97 Things Every Programmer Should Know
Henney, 2010
Context Encapsulation in
Pattern Languages of Program Design
Volume 5, 2006
2

3. Business
Patterns for
Software
Developers
Out now!
John Wiley & Sons
ISBN: 978-
1119999249

4. How do I run &
grow my software
Context business?
Problem
Forces
Solution &
Implementation
Consequences
3 Known Uses

5. 3 Type of Software Company
Software
Corporate IT
Product
Department
Company
Software
Service
Company ESP - External Service
Provider

6. Falling off a log theory
• Too many software companies follow the
Falling off a Log pattern

7. Like having a baby
Salesman meets Techie

8. Running is more difficult…
• Infant mortality is high…
• Survive the first year and…
– You probably have something
– Time to get serious
– No longer enough to chance it
– No longer enough to do one thing right
• Common problems, common solutions …
Patterns!

9. Ducks not Bullets
No Silver Bullets
Could Patterns
help?
• Ducks
– Get ‘em in a Row
• Thousands of small
decisions
– Not one big one

10. PROTOTYPE
23 Patterns right? BUILDER
STATE
CHAIN OF RESPONSIBILITY
FACADE FACTORY METHOD
TEMPLATE METHOD
ABSTRACT FACTORY
STRATEGY
COMMAND BRIDGE
SINGLETON
ADAPTOR
PROTOTYPE FLYWEIGHT
PROXY
COMPOSITE INTERPRETER
MEDIATOR
DECORATOR ITERATOR OBSERVER VISITOR
MEMENTO

11. An aside, a rant

12. PROTOTYPE
22 Patterns right? BUILDER
STATE
CHAIN OF RESPONSIBILITY
FACADE FACTORY METHOD
TEMPLATE METHOD
ABSTRACT FACTORY
STRATEGY
COMMAND BRIDGE
SINGLETON
ADAPTOR
PROTOTYPE FLYWEIGHT
PROXY
COMPOSITE INTERPRETER
MEDIATOR
DECORATOR ITERATOR OBSERVER VISITOR
MEMENTO

13. PROTOTYPE
22 Patterns right? BUILDER
STATE
CHAIN OF RESPONSIBILITY
FACADE FACTORY METHOD
TEMPLATE METHOD
ABSTRACT FACTORY
STRATEGY
COMMAND BRIDGE
SINGLETON
ADAPTOR
PROTOTYPE FLYWEIGHT
PROXY
COMPOSITE INTERPRETER
MEDIATOR
DECORATOR ITERATOR OBSERVER VISITOR
MEMENTO

14. If this works for
programming… would it
work for business?
And the software
business?

15. Anatomy of a pattern
Context
Problem
Forces
Solution
Solution & Implementation
Consequences
3 Known Uses

16. SERVICES FEEDBACK PRODUCT PORTFOLIO
CORE PRODUCT ONLY EXPEDITIONARY MARKETING WHITE LABEL
SAME CUSTOMERS, DIFFERENT PRODUCT
BRANDED SHOPS VALUE ADDED RESELLER
CORPORATE CERTIFIED EXPERTS
CUSTOMISABLE PRODUCT
PACKAGED SERVICES INTERNET STORE
POACHER TURNED
CUSTOMER UNDERSTANDING
GAME KEEPER
PROFESSIONAL SERVICES TEAM WHOLESALER
WHOLE PRODUCT CUSTOMER CO-CREATED PRODUCT
LOCAL GUIDE SIMPLER PRODUCT
INITIAL HELP
COMPLEMENTOR, NOT COMPETITOR
ACCOUNT MANAGEMENT
SIMPLE PRODUCT VARIATIONS
PRODUCT ROADMAP
SERVICES BEFORE PRODUCT SEGMENTED CUSTOMERS
HOMOGENOUS CUSTOMERS
SINGLE PRODUCT COMPANY
PRODUCTS WITH SERVICE
PERSONAL SERVICE SALES/TECHNICAL DOUBLE ACT
SELF-SERVICE
INNOVATIVE PRODUCTS LIFETIME SERVICES FOR PRODUCTS
INDEPENDENT RETAILER
NAMED SALES PEOPLE SEPARATE IMAGINATIVE TEAMS

17. SAME CUSTOMER, DIFFERENT PRODUCT
• The Customer is the Asset
Problem: How do you maximise your
return from existing customers?
Solution: Expand your
product offering so you
have more products to sell
to your existing customers.
Do this by focusing on the
customer needs rather than
the product.

18. SIMPLE PRODUCT VARIATIONS
Problem: How do you increase
variety and differentiation in
Solution: Offer a basic product
your products without
with several simple
increasing costs?
variations, keeping the
variations simple will keep
them cheap.

19. ACCOUNT/TECHNICAL DOUBle Act
Problem: How do your avoid
overwhelming your account managers
with commercial and technical issues?
- Both before the sale and the after.
Solution: Have your customer account managers work
in pairs, one handles the commercial aspects of the
product and the other handles the technical aspects.

20. Pattern sequences
Ho m o g en o u s
• Patterns are
Cu st o m er s
generative Cu st o m er
Un d er st a n d i n g
• Sequences link How do I better meet
customers needs?
How do I
understand diverse
customer needss?
patterns Seg m en t ed
Cu st o m er s
How do I get an unfiltered
• Consequences chain
How can I match
insiders knowlegde?
resources to need?
Po a ch er Tu r n ed
to Forces
Co r e Pr o d u ct On l y
Ga m e K eep er
How do I sell to more How do I validate
demanding customers? my ideas?
Ex p ed i t i o n a r y
Wh o l e Pr o d u ct
M a r k et i n g
Pr o d u ct s Wi t h Si m p l e Pr o d u ct
Ser v i ces Va r i a t i o n s

21. Ho m o g en o u s
Cu st o m er s
Homogenous to
Cu st o m er
Un d er st a n d i n g Segmented
How do I better meet
customers needs?
How do I
understand diverse
customer needss? Customers
Seg m en t ed
Cu st o m er s
How do I get an unfiltered
How can I match
insiders knowlegde?
resources to need?
Po a ch er Tu r n ed
Co r e Pr o d u ct On l y
Ga m e K eep er
How do I sell to more How do I validate
demanding customers? my ideas?
Ex p ed i t i o n a r y
Wh o l e Pr o d u ct
M a r k et i n g
Pr o d u ct s Wi t h Si m p l e Pr o d u ct
Ser v i ces Va r i a t i o n s

22. How do reach as many
customers as I can?
Channels to
Products
Seg m en t ed
Use different product variations Cu st o m er s Keep costs and thus prices low
to address different customer and allow customers to add
segments what they choose
Si m pl e Pr o d u ct
Co r e Pr o d u ct On l y
Va r i a t i o n s
Use different sales channels to
Pr o d u ct Po r t f o l i o
distribute different products
b r a n d ed Sh o ps Wh i t e La b el
Va l u e Ad d ed Na m ed Sa l es
Resel l er Peo pl e
I n d epen d en t
I n t er n et St o r e
Ret a i l

23. How do I control my
own sales process?
Direct
Na m ed Sa l es
Distribution
Br a n d ed Sh o ps I n t er n et St o r e
Peo pl e
How do I stop products in different sales
channels competing?
Si m pl e Pr o d u ct
Va r i a t i o n s
Acco u n t
M a n a g em en t
How do I know what
variations to offer?
Ex p ed i t i o n a r y How can product
M a r k et i n g experts and sales
people work
together?
How do I increase the
return from the sales
channel?
Sa l es/ Tech n i ca l
Sa m e Cu st o m er , Do u b l e Act
How do I increase the Di f f er en t Pr o d u ct
return from floor space?
How do I navigate
new terrain?
Lo ca l Gu i d e

24. Questions
Allan Kelly
Software Strategy Ltd.
allan@allankelly.net
www.softwarestrategy.co.uk
blog.allankelly.net
Don’t forget to buy
(pre-order) the book
Twitter: @allankellynet