Key considerations to evolve a technological product from MVP to post-launch

1. MVP
to
Post-­‐Launch:
PRODUCT
MANAGEMENT
Didem
Michenet
www.thestartupatelier.com
didem@thestartupatelier.com
1

2. IN DEVELOPING NEW
PRODUCTS,
60% FAIL TO MAKE IT TO
MARKET!

3. 3
Long product development cycles
Disconnected product with the market
Too expensive for clients

4. • Customers and
4
demand
• Pricing • Market size
• BizDev Channels
• Technical product
creation
• Budget and timeline

5. 5
Concept Testing
(MVP,Prototype)
Product
Development
Beta Testing
Product
Launch
(1st
shipment)
Ongoing
Product
Cycle
Phases
Itera;ons,
diges;ble
steps
than
big
bang
approach
Good
read
:
Four
Steps
to
Epiphany
from
Steve
Blank,
serial
entrepreneur,
father
of
Customer
Development
methodology

6. 6
FOCUS
GROUPS
CROWD
FUNDING
LANDING
PAGE
AD
CAMPAIGN
SURVEYS
FEEDBACK

7. 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
7

8. Product Feature Prioritization
Implementa?on
Difficulty
Value
Low
Feature
4
High
High
Low
Feature
x
Feature1
Feature
8
Feature
3
Feature
5
First
priority
Do
it
now!
Second
priority
Plan
release!
No
priority
Dropt
it!
Maybe
priority
Study
&
Filter!
8

9. 9
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

10. 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)
10

11. 11
Product Roadmap
Customer feedback
Product Manager
ONGOING
Go
Agile!
Release management