from mvp to post launch product management
Post on 10-Dec-2014
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MVP to Post-‐Launch: PRODUCT MANAGEMENT
Didem Michenet www.thestartupatelier.com
didem@thestartupatelier.com 1
IN DEVELOPING NEW
PRODUCTS,
60% FAIL TO MAKE IT TO
MARKET!
3
Disconnected product with the market
Too expensive for clients
Long product development cycles
4
• Customers and demand
• Market size • Pricing • BizDev Channels
• Technical product creation
• Budget and timeline
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Concept Testing (MVP,Prototype)
Product Development
Beta Testing
Product Launch
(1st shipment)
Ongoing Product
Cycle
Phases
Good read : Four Steps to Epiphany from Steve Blank, serial entrepreneur, father of Customer Development methodology
Itera;ons, diges;ble steps than big bang approach
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FOCUS GROUPS
CROWD FUNDING
LANDING PAGE
AD CAMPAIGN
SURVEYS
FEEDBACK
Types of Prototypes
• There are multiple ways of building prototypes. • The difference in the approaches basically stem from two
dimensions :
Scope
Fidelity
One feature Full features
Rough Exact
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Product Feature Prioritization
Implementa?on Difficulty
Value
Low High
Low
High Feature x
Feature1
Feature 8
Feature 4
Feature 3
Feature 5
First priority Do it now!
Second priority Plan release!
No priority Dropt it!
Maybe priority Study & Filter!
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FIDELITY
Cost Skills Impact Techniques
LOW Low-cost Not advanced Low-to-medium
• Paper sketches, sticky notes • Keynote / ppt • Videos (based on
ppt etc.)
MEDIUM Low-to-medium Knowledge of
tool, fast learning.
Medium-to-high
• Balsamiq • Cacoo • Mockups • UxPin
HIGH Medium-to-high
Advanced knowledge,
software development
skills.
High
• InVision
• Flinto (for mobile apps)
• ProtoShare • HotGloo
• Java, PHP etc
Beta Checklist
! Qualify right « Beta Testers », early adapters, quality over quantity
! Use incentives to engage beta testers
! Strategize as marketing opportunity
! Stabilise the product (clean major bugs)
! Measure the feedback : Lessons learnt for Launch (SWOT Matrix)
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Product Roadmap
Customer feedback
Product Manager
Release management
ONGOING Go Agile!
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