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Using Business
                     Objectives to Kill
                     Scope and
                     Launch Better
                     Products



                     Joy Beatty
                     Vice President of Blue Ocean Services




Copyright Seilevel
Killing scope   productcamp austin
A long time ago
               in a galaxy far,
                  far away…

           Project Managers
             and Product
           Managers focused
              their battle
             strategies on
           on-time delivery!
Copyright Seilevel
How do we save the patient?




Copyright Seilevel
So Now What?
      How do we decide what features to cut?
        •     Does the squeakiest wheel get to build their features?
        •     Does the most senior member of the team pick?
        •     Why don’t we roll the dice?
        •     Can you justify the value of your most needed features?


            Proposal: Select features
            that add the most value
            by using ….
            BUSINESS OBJECTIVES!

Copyright Seilevel
Activity
     PDM Secrets                                 October. Issue 007
     Revealed
     Inside!


                             The                                        Work with a partner
              Popular                                                   to identify your best
              Product
              Manager
              Attire       Best &                                       and your worst
                                                                        business objectives
     Monkey
     Wins
     Elicitation
     Contest
                            Worst
             See inside
             for “Our
             Top BA
             Model”
                           of 2011
                          Cover story: Look at what companies set
                          as the best business objectives of the year
                          and where they simply fell flat

Copyright Seilevel
Typical Product Definition Approach


                                    SUCCESS
                                    METRICS




                                        PRODUCT
                                        FEATURES
                          PRODUCT
                          CONCEPT
                                        PRODUCT
                                        QUALITIES




Copyright Seilevel
A Business Objectives Approach

                                                         Features may
                                                         have changed

                       FEATURES



                                   BUSINESS              SUCCESS
                                  OBJECTIVES             METRICS
                                                                        FEATURES
      PRODUCT          BUSINESS                PRODUCT
      CONCEPT          PROBLEM                 CONCEPT

                                  BUSINESS                              QUALITIES
                                                          GUIDING
                                  STRATEGY               PRINCIPLES




                                      Product Concept
                                     may have changed
Copyright Seilevel
Using Business Objectives
                                                         Business Problems
                 BUSINESS OBJECTIVES                     Business Strategies




                                                           Product Concept
                      FEATURES         QUALITIES           Success Metrics
                                                           Guiding Principles



                                             “Non-Functional Requirements”


        FUNCTIONAL
       REQUIREMENTS
                             PERFORMANCE    USABILITY   SECURITY
                                                                   …         LEGAL




Copyright Seilevel
Why Don’t We Have Them?

         Why Don’t You Have Business Objectives?
         • Confusion about what business objectives are
         • Management won’t tell
         • Stakeholders don’t want to be measured
         • Stakeholders don’t actually agree on the
           objectives




Copyright Seilevel
Identifying Business Objectives
        • Interview key business and IT stakeholders       WHY?
        • Confidently ask “why” – it’s okay to not know!   WHY?
                                                           WHY?
                                                           WHY?
                                                           WHY?
                                                           WHY?
                                                           WHY?
                                                           WHY?
                                                           WHY?
                                                           WHY?
                                                           WHY?
                                                           WHY?
                                                           WHY?
                                                           WHY?
Copyright Seilevel
Focus on Money


        Business Objectives relate to “money”
        • Reduce Costs
        • Increase Revenue




Copyright Seilevel
Example

                          Business Objective                         25% GROWTH     How can we target
                                                                       IN OTHER     growth in other
                                                                       MARKETS      markets?

                                                          COMPETITION   OH! What kind of
                                                            IS STILL    growth do you
                                                           GROWING      want?
        Business Problems
                                               15-30 YR     Why are you
                                               MARKET       concerned about
                                               SLOWING      that growth?

                                NOT SELLING Why do you care if
                                OUTSIDE 15-30 the rest of the
                                                                     BUILD A GAME    ADVERTISE TO
                                  YR OLD      market buys?                FOR        RETIREMENT
                                                                     7-13 YR OLDS        AGE
                      GAMES ARE
                                   Why do you care if
                     COMPLICATED your games are                         Business Strategies
                                   complicated?

      NINTENDO         Why would you
      WII GAME         build a Wii Game?                    Product Concept
Copyright Seilevel
Selecting Features
                INCREASE REVENUE/
                                                              Evaluate the
                 DECREASE COSTS                                 value of
                                                            features or sets
                                OBJECTIVE FACTOR
                                                               of features
                                OBJECTIVE FACTOR



                                                OBJECTIVE FACTOR


                                                OBJECTIVE FACTOR



                                                                   FEATURES
                                    OBJECTIVE       DATA
                                    EQUATIONS      NEEDS
                                                                   FEATURES


Copyright Seilevel
Feature Value Example
     INCREASE REVENUE                                         Current state:
                                                              100 tests passed/wk
                                                              Sales/avg user = $1000/wk
                     INCREASING # PASSED TESTS                Sales/passed user = $1200/wk
                         INCREASES REVENUE


                                       PROVIDING TRAINING
                                     BEFORE TESTS INCREASES        TRAINING
                                        # OF PASSED TESTS
                                                                          Training increases
                                                                         passed # tests by 50%
                                  CREATING BETTER TESTS
                                     INCREASES # OF                    (=50 new people pass/wk)
      Passed tests         increases PASSED TESTS
          revenue by 20%
       (=$200 sales/user each                    GETTING USER FEEDBACK ON
                                                                               TRAINING
               week)                             TESTS HELPS CREATE BETTER
                                                                               SURVEYS
                                                           TESTS

                                      PROVIDING OPTIONS TO
                                    COMPLETE TRAINING ONLINE                 Downloading
                                                                   DOWNLOADABLE
                                     OR OFFLINE INCREASES                 increases
                                                                     TRAINING         passed #
                                         # PASSED TESTS
                                                                               tests by 2%
Copyright Seilevel                                                        (=2 new people pass)
Challenges in Measuring Value

                          Common difficulties in assigning
                            value to features:
                          • Complaints about time to write
                            and evaluate
                          • Data isn’t collected today
                          • Organizations don’t want to take
                            time to measure
                          • Business objectives aren’t
                            defined to use in prioritization


Copyright Seilevel
What If I Can’t Identify Them?




Copyright Seilevel
Questions?

                                Joy Beatty
                                 Seilevel

                         joy.beatty@seilevel.com


                          www.seilevel.com/blog
                        www.seilevel.com/resources



Copyright Seilevel

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Killing scope productcamp austin

  • 1. Using Business Objectives to Kill Scope and Launch Better Products Joy Beatty Vice President of Blue Ocean Services Copyright Seilevel
  • 3. A long time ago in a galaxy far, far away… Project Managers and Product Managers focused their battle strategies on on-time delivery! Copyright Seilevel
  • 4. How do we save the patient? Copyright Seilevel
  • 5. So Now What? How do we decide what features to cut? • Does the squeakiest wheel get to build their features? • Does the most senior member of the team pick? • Why don’t we roll the dice? • Can you justify the value of your most needed features? Proposal: Select features that add the most value by using …. BUSINESS OBJECTIVES! Copyright Seilevel
  • 6. Activity PDM Secrets October. Issue 007 Revealed Inside! The Work with a partner Popular to identify your best Product Manager Attire Best & and your worst business objectives Monkey Wins Elicitation Contest Worst See inside for “Our Top BA Model” of 2011 Cover story: Look at what companies set as the best business objectives of the year and where they simply fell flat Copyright Seilevel
  • 7. Typical Product Definition Approach SUCCESS METRICS PRODUCT FEATURES PRODUCT CONCEPT PRODUCT QUALITIES Copyright Seilevel
  • 8. A Business Objectives Approach Features may have changed FEATURES BUSINESS SUCCESS OBJECTIVES METRICS FEATURES PRODUCT BUSINESS PRODUCT CONCEPT PROBLEM CONCEPT BUSINESS QUALITIES GUIDING STRATEGY PRINCIPLES Product Concept may have changed Copyright Seilevel
  • 9. Using Business Objectives Business Problems BUSINESS OBJECTIVES Business Strategies Product Concept FEATURES QUALITIES Success Metrics Guiding Principles “Non-Functional Requirements” FUNCTIONAL REQUIREMENTS PERFORMANCE USABILITY SECURITY … LEGAL Copyright Seilevel
  • 10. Why Don’t We Have Them? Why Don’t You Have Business Objectives? • Confusion about what business objectives are • Management won’t tell • Stakeholders don’t want to be measured • Stakeholders don’t actually agree on the objectives Copyright Seilevel
  • 11. Identifying Business Objectives • Interview key business and IT stakeholders WHY? • Confidently ask “why” – it’s okay to not know! WHY? WHY? WHY? WHY? WHY? WHY? WHY? WHY? WHY? WHY? WHY? WHY? WHY? Copyright Seilevel
  • 12. Focus on Money Business Objectives relate to “money” • Reduce Costs • Increase Revenue Copyright Seilevel
  • 13. Example Business Objective 25% GROWTH How can we target IN OTHER growth in other MARKETS markets? COMPETITION OH! What kind of IS STILL growth do you GROWING want? Business Problems 15-30 YR Why are you MARKET concerned about SLOWING that growth? NOT SELLING Why do you care if OUTSIDE 15-30 the rest of the BUILD A GAME ADVERTISE TO YR OLD market buys? FOR RETIREMENT 7-13 YR OLDS AGE GAMES ARE Why do you care if COMPLICATED your games are Business Strategies complicated? NINTENDO Why would you WII GAME build a Wii Game? Product Concept Copyright Seilevel
  • 14. Selecting Features INCREASE REVENUE/ Evaluate the DECREASE COSTS value of features or sets OBJECTIVE FACTOR of features OBJECTIVE FACTOR OBJECTIVE FACTOR OBJECTIVE FACTOR FEATURES OBJECTIVE DATA EQUATIONS NEEDS FEATURES Copyright Seilevel
  • 15. Feature Value Example INCREASE REVENUE Current state: 100 tests passed/wk Sales/avg user = $1000/wk INCREASING # PASSED TESTS Sales/passed user = $1200/wk INCREASES REVENUE PROVIDING TRAINING BEFORE TESTS INCREASES TRAINING # OF PASSED TESTS Training increases passed # tests by 50% CREATING BETTER TESTS INCREASES # OF (=50 new people pass/wk) Passed tests increases PASSED TESTS revenue by 20% (=$200 sales/user each GETTING USER FEEDBACK ON TRAINING week) TESTS HELPS CREATE BETTER SURVEYS TESTS PROVIDING OPTIONS TO COMPLETE TRAINING ONLINE Downloading DOWNLOADABLE OR OFFLINE INCREASES increases TRAINING passed # # PASSED TESTS tests by 2% Copyright Seilevel (=2 new people pass)
  • 16. Challenges in Measuring Value Common difficulties in assigning value to features: • Complaints about time to write and evaluate • Data isn’t collected today • Organizations don’t want to take time to measure • Business objectives aren’t defined to use in prioritization Copyright Seilevel
  • 17. What If I Can’t Identify Them? Copyright Seilevel
  • 18. Questions? Joy Beatty Seilevel joy.beatty@seilevel.com www.seilevel.com/blog www.seilevel.com/resources Copyright Seilevel