Author Archives: Renny Wijayanti

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The Lean Product Development Process

Lean product development process is an iterative process that requires us to revise hypothesis, designs, and product as we make progress, all of which could be considered rework (Olsen, 2015). The goal of the process is to achieve product-market fit as quickly as possible. Dan Olsen (2015) explains about The Lean Product Process that it describes into six steps, there are:

Screen Shot 2018-01-11 at 12.43.59 PM

Lean Product Development Process

Source: The Lean Product Playbook (Dan Olsen, 2015)

  1. Determine target customers

           Different customer will have different needs, and even those are having same needs, but at the end they can have distinct views on their importance things. Matching a product with its target customer is like fishing. We start define target customer by capturing all of relevant customer attribute that identify our customer is being our target market. Dividing a broad market into specific subsets based on attribute is called market segmentation. These attributes can be:

  • Demographic segmentation is a group of people, such as: age, gender, martial status, income, and education level.
  • Psychographic classify a group of people according to psychological variable such as: attitudes, opinion, values, and interests.
  • Behavioural segmentation is to describe target customer: whether or not someone take a particular action or how frequently he/she does.
  • Based on needs segmentation divided market into customer segments that each have distinct needs.
  1. Identify undeserved customer needs

           The goal is to build and validate of problem space before set out to design a solution. It should focus on identifying what customers needs that product could satisfy. Identify needs is sounding like customer benefits (product features). A benefit conveys value, which means, it’s doing something for the customer. Finally, many of benefits speak to increasing something that’s desired or decreased something that isn’t desired.

  1. Define value proposition

           It identifies the specific customer needs that product will address and articulates how it is better and different than alternatives. It’s important to list the must-haves, since they are required. Table below is a blank template for determines our value proposition. Competitors don’t just mean direct competitors, there should be alternative solutions to our product that same customers needs. For must-haves should be “Yes”. For performance benefits, we can use the value for higher precision. Delighters are typically unique, so it just lists each delighter on separate row and then mark “Yes” where applicable.

Table: Blank Template for Determine Value Proposition

Competitor A Competitor B Our Product
Must-Haves

·      Must-have 1

·      Must-have 2

·     

Performance Benefits (PB)

·      PB 1

·      PB 2

·     

Delighters

·      Delighters 1

·      Delighter 2

·     

 

  1. Specify Minimum Viable Product (MVP) feature set

           We identify the minimum functionality required to validate that we are heading in the right direction. It called MVP candidate instead of an MVP because it is based on hypotheses. For each benefit in product value preposition, we need to come up with as many feature ideas as we can for how our product could deliver that benefit. We need great thinking in the problem space and now transitioning to solution space. At this point, brainstorming rules should apply divergent thinking. Divergent thinking means trying to generates as many ideas as possible without any judgments or evaluation. At the end, we break each of them down into smaller pieces of functionality. The goal is to find ways to reduce scope and build only the most valuable pieces of each feature.

  1. Create MVP prototype

           The type of prototype cerate depends on the type of test want to conduct with end user or customers. The output could be: hand sketches, wireframes, mockups, or iterative prototype.

  1. Test MVP with customers

           In this stage, focus on how to conduct qualitative user testing of MVP. Quantitative test, such as: A/B tests, landing page test, end use need test, etc. User feedback is incredibly valuable because it identifies about what team don’t know. User testing validates or invalidates hypotheses, whether it made it explicitly or implicit assumptions. When doing qualitative user tests, we need to show product or design deliverables to the customers/end users.


The Product Market Fit Pyramid

Product market fit means being in a good market with a product that can satisfy that market. Product market fit is consistent with that build a product that creates significant customer value or product meets real customer needs (Olsen, 2015). Product market fit is another way of saying profitable over the essential aspects of the idea, which can stand on its own.

On hierarchical model decomposes product market into five key components. Product is the top section, consisting three layers. The market is the bottom section of the pyramid, consisting of two layers. Product-market fit is between the top and bottom sections of the pyramid. Olsen (2015) created framework, it is Product-Market Fit Pyramid.

The Lean Product Process will guide us through two critical thinking; problem space and solution space (Olsen, 2015). Solution space is kind of any product design that we create, such as: mock-ups, wireframe, or prototype. Solution space is representation of product that will be used by customers. Solution space focuses on “how” the product would accomplish customer need. Problem space is where all customer needs that we would like to deliver live. Problem space focuses on “what” describes the benefits that product should give the customer, what product will accomplish for the user. The how (solution space) is the way in which the product delivers the (problem space) to the customer (Olsen, 2015).

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Figure The Product Market Fit Pyramid

Source: The Lean Product Playbook (Dan Olsen, 2015)

As Dave McClure of 500 Startups said, “Customers don’t care about solution. They care about their problems.” Keeping problem space and solution space separate and iteratively test and improve hypotheses is the best way to achieve product-market fit. Critics of user-cantered design, we can see at slogan that “Apple doesn’t talk to customer”. At Apple’s 1997 Worldwide Developers Conference, Steve Jobs share enlightened perspective that is consistent with the Lean Product Process, he said:

You’ve got to start with the customer experience and work backwards to the technology. You can’t start with the technology and try to figure out where you’re going to try to sell it. As we have tried to come up with strategy and vision for Apple, it started with: “What incredible benefits can give to the customers? Not starting with: “Let’s sit down with engineers and figure out what awesome technology we have and then how we’re going to market that. And I think that’s the right path to take.


Berkah


About The Struggle

dreams.metroeve_struggle

Life is struggle” by Karl Marx

  • The struggle is when you wonder why you started the company in the first place.
  • The struggle is when people ask you why you don’t quit and don’t know the answer.
  • The struggle is when your friends/families think you are lying and you think they may be right.
  • The struggle is when food loses its taste.
  • The struggle is when you don’t believe you should be CEO of your company. The struggle is when you can’t be replaced. The struggle is when everybody thinks you are an idiot, but nobody will fire you. The struggle is where self-doubt becomes self-hatred.
  • The struggle is when you are having a conversation with someone and you can’t hear a word that they are saying because all you can hear is the Struggle.
  • The struggle is when you want the pain to stop. The Struggle us unhappiness.
  • The Struggle is when you go on vacation to feel better and you feel worse.
  • The struggle is when you are surrounded by people and you are all alone. The struggle has no mercy.
  • The struggle is the land of broken promises and crushed dreams. The struggle is a cold sweat. The struggle is where your guts boil so much that you feel like you are going to spit blood.
  • The struggle is no failure, but it causes failure. Especially if you are weak. Always is you are weak.
  • The struggle is when you think that you don’t have enough money, but you are still believe and find a way to get it.
  • Most people are not strong enough.
  • Every great entrepreneurs from Steve Jobs to Mark Zuckerberg went through the Struggle and struggle they did, so you are not alone. But that doesn’t meant that you will make it. You may not make it. That is why it is the Struggle.
  • The struggle is where greatness comes from.

 

From The book: “the hard things about hard things” – Ben Horowitz.


Product Development

process of product development-06

           Basically, there are two approaches for product development, which is: traditional product development and lean product development. Lean product development doesn’t begin with a business plan, it begins with the search for a business model. Only after quick rounds of experimentation and feedback reveal a model that works do lean focus on execution. Below is a table to explain for more detail differences between lean approach and traditional approach.

Table: Differences between Traditional and Lean Approach

  Traditional Product Development Lean Product Development
Strategy ·    Business plan

·    Implementation-driven

 

·    Business model

·    Hypothesis-driven

 

New-Product Process ·    Product management

·    Prepare offering for market following a linear, step-by-step plan.

 

·    Customer development

·    Get out of the offices and test hypotheses

 

Engineering ·    Waterfall development

·    Build the product iteratively, or fully specify the product before building the product

 

·    Agile development

·    Build the product iteratively and incrementally

 

Organization ·    Departments by function

·    Hire for experience and ability to execute

 

·    Customer and agile development teams

·    Hire for learning, nimbleness, and speed

 

Financial Reporting ·    Accounting

·    Income statement, balance sheet, cash flow statement

 

·    Metrics that matters

·    Customer acquisition cost, lifetime customer value, churn, viralness

 

Failure ·    Exception

·    Fix by firing executives

 

·    Expected

·    Fix by iterating on ideas and pivoting away from ones that don’t work

 

Speed ·    Measured

·    Operates on complete data

 

·    Rapid

·    Operates on good-enough data

 

       Product developers across the world use several techniques in a product development process. Kerr (2004) examined some of these techniques with the help of Cooper’s Product Development process steps:

  1. For idea generation stage: focus group, research attribute analysis, gap analysis, lateral thinking, employee’s suggestions, manager’s ideas, observations, and customer requests.
  2. For initial screening gate: scoring method using criteria and weight, group evaluation, internally by manager.
  3. For preliminary assessment stage: market assessment (information from competitors, market shares, market size, customer, product positioning) and technical assessment (government regulation, information, patent information, capability analysis, engineer’s assessment, drawing, and specifications).
  4. For detailed market research: concept testing, conjoint analysis, competitive product and prices.
  5. For decision on business case: cost and sales forecast, ROI (Return on Investments), payback period.
  6. For prototype stage: physical construction test, field tests, technical test, expert evaluation, and customer evaluations.
  7. For validation stage: trial production run, test market.
  8. For commercialization stage: cost review, production ramp-up, advertising, promos, launch.

Infak

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Kamu tidak akan memperoleh kebajikan, sebelum kamu menginfakkan sebagian harta yang kamu cintai. Dan apapun yang kamu infakkan, tentang hal itu sungguh, Allah Maha Mengetahui.

Al Imran – 92