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Krakow, march 2015
Agile product management
Lean startup for

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Angel Medinilla
angel.medinilla@proyectalis.com
www.proyectalis.com/en/AngelMedinilla
(Slides, Videos, Newsletter, Books, Blog, LinkedIn, Sketchnotes, Twitter...)
Twitter: @angel_m
(would love some instant feedback!)
<vanity>
a.k.a. “Crazy spaniard”

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my Pleasure!
</vanity>

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how much time, you said?
(71 slides to go!!)

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Gee, we are agile!!

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Still…...

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black holes in agility

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leading vs. self organization

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customer collaboration

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challenge status quo

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where’s the backlog coming from?

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“Double the cr*p, double fast”

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product death cycle - (C) David j. bland
Nobody uses
our product
Ask customer
what features
Are missing
Build missing
features

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product death cycle - (C) David j. bland
Nobody uses
our product
Ask customer
what features
Are missing
Build missing
features
Junk garage
syndrome!

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product death cycle - (C) David j. bland
Nobody uses
our product
Ask customer
what features
Are missing
Build missing
features
Junk garage
syndrome!
Faster horses!

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“Horror movie with a feature monster”
Too few
features
Too many
features
Magic features Meh...
hate
them
sweet spot
++$$
++t
++Risk

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“requirements gathering”

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PROduct management
The “requirements gathering era”

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PROduct management
The “requirements gathering era”

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PROduct management
The “requirements gathering era”

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PROduct management
The “requirements gathering era”

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PROduct management
The “requirements gathering era”

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the visionary myth

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Wrong products!

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very Wrong products!

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very, very Wrong products!

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very, very, very Wrong products!

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Agile kaizen
kaizen culture
Team / people kaizen
process kaizen
product kaizen

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lean startup
Build
measurelearn
mvppivot
actionable metricsvalidated learning

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lean startup
Basically: be sure there’s a market that wants your product, before you build it
Problems users have Problems R&D
team solves
???

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10 things to improve your product management

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1) Start with a vision

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verb, target, outcome
“Organize world's information, make it universally accessible”
“Find and discover anything you might want to buy online”
“ (Be) Worldwide Authority on Kids, Families and Fun”
“Be #1 car company in America & one of the great American brands”
“(Find) my iPhone”
“Flirt with people near me”
“File too big for email”
“Put a Man on the moon and back alive before 1970”
“Run your own hospital online”

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2) understand value

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project space- product space - problem space

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project space- product space - problem space
*

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3) gather your assumptions

40. opportunities: Design thinking
Empathize: user personas, impact mapping, empathy maps, user journeys, interviews……..
define: research, root cause analysis, journey maps
ideation: brainstorm, reverse, break the pattern, get a rule out, impose constraints...
prototyping: story boards, low.fi prototype...
test: mvp, poll, smoke test
Resource: bootcamp bootleg

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opportunity canvas
(C) Jeff Patton - “User story mapping”

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Business Model Generation Canvas
(C) alex osterwalder
Partners
Costs Revenues
Activities
Resources
Value Clients
Channels
Relationship

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Value proposition canvas
(C) alex osterwalder

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Lean canvas
(C) ash maurya

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impact map
(C) godjko adzic

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4) validate your assumptions early

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Mve, mvp, mmfs

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ttfu!

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validation board

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5) iterative & incremental development

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5) iterative & incremental development
Not “half baked cake”!!

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be very good at slicing!

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6) inception

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- Why are we here?
- Vision / Pitch
- Product Box
- What it’s NOT
- Meet your neighbours / Project community
inception deck (“The Agile samurai”)
- Show the solution
- What doesn’t let us sleep
- Estimate size
- Trade-offs

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7) no “scrum norris”

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7) no “scrum norris”
“Scrum Norris is ScrumMaster and Product
Owner – simultaneously”

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7) no “scrum norris”
“Scrum Norris pairs alone”

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7) no “scrum norris”
“Scrum Norris sits on the stand-up
meeting”

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7) no “scrum norris”
“Scrum Norris does not move story cards,
he moves the taskboard”

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7) no “scrum norris”
“Scrum Norris burns-down with napalm”

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Agile product development

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Agile product development

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8) define funnel & success metrics
- Acquisition
- activation
- recurrence
- referral
- revenue

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9) build metrics and goals into assumptions

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goal modelling / goal scoring

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Metrics should hurt!

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10) K.I.S.S!

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trim your backlog!
backlog is a funnel, not a tunnel
there’s always more to do than capactity
focus means saying “no” -> if you can’t say no, your “yes” means nothing

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prioritization
prioritize outcome and goals, not stories or features
you won’t make everyone happy
have a publicly known selection and prioritization framework

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wrap up...

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Strategy meeting Strategy meeting
Portfolio Management - portfolio review meetings
projects to be launched
vision, goals, priorities…..

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Portfolio Management - portfolio review meetings
sprint Planning, grooming, demo
release planning - product review
vision, goals, priorities…..
projects to be launched
Business epics Business epics
storiesstoriesstories stories
Strategy meeting Strategy meeting

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Portfolio Management - portfolio review meetings
sprint Planning, grooming, demo
release planning - product review
projects to be launched
vision, goals, priorities…..
Business epics Business epics
storiesstories storiesstories
Strategy meeting Strategy meeting

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Over all…: Make it about your client..

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..but be the one managing!

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Thank you and... BLOG IT!!
(Oh, yes, and buy the books!)
http://www.proyectalis.com/en/AngelMedinilla

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http://creativecommons.org/licenses/by-nc-nd/3.0/
This presentation is based upon the ideas and work of many people.
And while I’ve tried to recognize copyrights and give credit and
attribution where possible, I cannot possibly list them all, so if
you feel like there’s something that should be added, changed or
removed from this presentation, please drop me an e-mail at
angel.medinilla@proyectalis.com
Special thanks for this one to Eric Ries, alex osterwalder, ash
maurya, and Jeff Patton