For ESCE 4th Year Students Agile Marketing contents About Agile mehtods (Scrum and Kanban), Design Thinking and Lean Startup

1. AGILE MARKETING :
METHODOLOGIES
AND PATTERNS FOR
STRUCTURAL
INNOVATION
SYLVAIN LOUBRADOU
BET@LEADERSHIP ESCE CLASS 2
1

2. WHAT DO WE AIM TO LEARN?
2
1- The basis : agile methods for
“How to do it”
2- The creative start : design
thinking for “Why we do it”
3- The innovative loop : Lean
Startup for “What we do”
Classes 1 and 2 : agile methods
Class 3 : explore
Class 4 : define, Business model
Class 5 : create and choose
Class 6 : prototype

3. WHERE ARE WE IN THE
LEARNING ?
3

4. SPRINT 0
FIND YOUR TEAM
1. Move desks and chairs
2. Take your board
3. New team mates ? Write their name
4. Check if you have a team name
5. Build an auto evaluation sketch
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5. YOUR WORK IN CLASS
= YOUR EVALUATION
• Collective note
• Self-evaluation in team
Criterias :
• Coordination meetings
• Flow in board
• Retrospective
• Creativity in presentations
• Task description
• Risk taking
• Participation of all members
• Customer centric
5

6. SPRINT 1
RECAP OF LAST SESSIÓN
Q/A
6
Main Information
• Kanban
• Scrum
• Daily Meeting
• User Stories
• Planification
• Planning Poker
• Demo
• Retrospective
• Product Owner
• Scrum Master

7. SPRINT 1
KANBAN
Main topics :
• Visualization over “pull” flow
• Each column = task status
• Common columns are : To do / Next / Doing / Parking / Done
• Transparency is the key factor success factor
• Individual productivity control collapses the system
• WIP (Work In Progress) must be limited  limits in columns
• Daily meeting imprescindible (15 minutes)
• It can be priorized every day
• Easy to learn
• Hamster effect after a 6 months period
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8. SPRINT 1
SCRUM
8
Main Information
• Kanban
• Scrum
• Daily Meeting
• User Stories
• Planification
• Planning Poker
• Demo
• Retrospective
• Product Owner
• Scrum Master

9. SPRINT 1
SCRUM
9
Main topics
• Scrum is a 1 to 4 weeks loop
• The team should be cross functional
• Roles : Scrum Master / Product Owner
• During the sprint, priorities don’t change
• Powerful system after the 3 sprints learning curve
• Continuous improvement
• Continuous delivery
• Very useful for projects or new products or services
design

10. SPRINT 1
DAILY MEETING
10
Main topics
• Stand up meeting in front of the board
• Maximum 15 minutes
• Si possible every day, otherwise min 1 per week
• 3 questions :
• What have I done since last meeting
• What will I do until Next meeting
• What problem have I encountered
• Every team mate speaks about his/her achievements and moves
his/her post-its or tasks
• The Scrum Master vigilates that every one can speak
• Main issue : trying to solve the problem during the meeting will last
too much  just point out the first step with a task
• Have material available near the board

11. SPRINT 1
USER STORIES
11
Main topics
• The user stories help to express in a short and clear way the customer
needs
• Each user story contains a concrete result
• The shorter the stories are, the more agile can be the team work
• User stories elements:
• Title
• Description : As a (functionality user) I want (something) so that (why)
• It can contain requisits and assumptions, and expcted results
• It can contain the cost and / or the value
• INVEST rules for User Stories
• I : Independant, each user story can be delivered alone
• N : Negotiable, we can negociate the contents
• V : Valuable, creates value to the customer
• E : Estimable, it is posible to define a cost of implementation
• S : Scalable / Small, it is as small as posible, can not exceed a sprint
• T : Testable, we can define how to check if done

12. SPRINT 1
AGILE PLANNING MEETING
12
Main topics
• Purpose : select the user stories to implement until the end of
sprint
• Steps :
• Write and comment the user stories
• Add new user stories due to meetings with stakeholders or demos
• Define a goal for the sprint
• Define an effort or size for each story
• Prioritize the stories regarding to the team capacity
• Cut and set the sprint backlog

13. SPRINT 1
PLANNING POKER
13
Main topics
• Purpose:
• Help to define a shared value for the business value or effort of
each Project or user story, especially when stakeholders
disagree
• Ensure a great Exchange of information between team mates
• How it Works:
• For each story, explain the user story to the team
• Each team mate chooses a value from 0 (quite nothing to do)
to 100 (enormous amount of work)
• The highest and lowest values explain why
• Each one can change his/her card
• The user story receives the average as effort or business value
• The public depends on the information you want to define

14. SPRINT 1
PRODUCT OWNER
14
Main topics
• Writes user
stories
• Prioritizes user
stories in each
sprint
• Controls the end
results of user
stories
• Comunicates
with
stakeholders

15. SPRINT 1
SCRUM MASTER
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16. SPRINT 1
DEMO OR SPRINT REVIEW
16

17. SPRINT 1
RETROSPECTIVE
17
• Some links for tools:
• http://plans-for-retrospectives.com/?id=3-78-74-29-45
• http://retrospectivewiki.org/index.php?title=Agile_Retrosp
ective_Resource_Wiki
• How it works:
• Visual format
• Ask what has worked well or bad, what can be
improved
• Discussion rules as « no reproaches » or « speak about
problems not guilt »
• Set a frequency
• Participants are the team + product owner + some
stakeholders
• Expression leads to action  choose and define new
improvements actions or rules for the team

18. SPRINT 1
RETROSPECTIVE
18

19. SPRINT 1
RETROSPECTIVE
19

20. SPRINT 2
WHAT IS AGILE?
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21. SPRINT 2
TEAM WORK
Each team will choose 1 point to
learn :
• User Story or Product Owner or
Scrum Master or Planification or
Retrospective or Stand up
Meeting or Planning Poker or
Demo
• User Story Roadmap or Electronic
Boards or Scrumban or Scrum of
Scrum or Burndown Chart or Agile
Management or Change
Management
Each team will have 40 minutes to
look for information, synthetise and
prepare a SHORT presentation of 3
minutes on the chosen topics.
NO Power Point allowed
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22. SPRINT 2
BEFORE STARTING
• Take post-its and pencils
• Think about the tasks you have to implement, write them
and place it on the board
• Define a team mate controlling time
• Try every 10 minutes to have a short coordination meeting
• Only 3 minutes means you must choose information (I’m
the teacher, I will add the possible missing information at
the end  no worries  )
• 5 minutes break when you want
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23. SPRINT 3
TEAM PRESENTATIONS
Take pictures 
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24. SPRINT 4
EXAMPLES
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Project of implementation of new products on a web portal
4 departments, 10 people

25. SPRINT 4
EXAMPLES
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Operational Marketing campaigns (4 departments, 10 people, 4
weeks sprints)

26. SPRINT 4
EXAMPLES
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Scrum board for a web
page improvement
Project
3 departments
including IT, 9 people

27. SPRINT 5
RETROSPECTIVE
Per team :
0- Check your evaluation
sketch
1- What has gone well / better
2- What did not work
3- What did we learn
4- What have we missed or
would expect for Next time ?
You learn  I learn
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28. SPRINT 6
RECAP OF THIS SESSION
28
Main Information
• User Story Roadmap
• Electronic Boards
• Scrumban
• Scrum of Scrum
• Burndown Chart
• Agile Management
• Change Management

29. SPRINT 6
SCRUM OF SCRUM
29
Main Information
• Cultural way of scaling
agile
• Easy to start
• Easy to lose oversight
• Scalable boards with
different meeting
frequencies and stories
precision
• Not used in classical
companies (not enough
methodology)
• More possibility to learn

30. SPRINT 6
BURNDOWN CHART
30
Main Information
• Degressive
• Visual and easy to
maintain
• Follows points and/or
user stories in status
Done
• Link:
http://guide.agileall
iance.org/guide/bur
ndown.html
• To implement at the
sprint planning and
refresh at daily stand
up

31. SPRINT 6
BURNUP CHART
31
Main Information
• Progressive
• Visual and easy to maintain
• Follows points and/or user stories in
status Done in a Kanban
• Link:
http://www.featuredrivendevelop
ment.com/node/515
• To implement at the month beginning
and refresh at daily stand up
• Interesting to learn over team
capacity within a year

32. SPRINT 6
SCRUMBAN
32
Main Information
• User Story Roadmap
• Electronic Boards
• Scrumban
• Scrum of Scrum
• Burndown Chart
• Agile Management
• Change Management

33. SPRINT 6
SCRUMBAN
33
Main Information
• Mix between Scrum (sprint planning, capacity, sprint and
release) for some projects and Kanban (daily priorization,
new necesities not foreseen) for incidents, problems,
comercial activity
• Gains : a team can work on projects and also operational
issues without frustrating users ; allows measure the impact
of no planned tasks and petitions to involve the stakeholders
in the improvement ; iterative implementation ;-)
• Key factors : one single board, measure permanently the no
planned tasks and leave space for the scrum planning (to
avoid frustration for not reaching goals)

34. 34
Main Information
• Allows distant and distributed teams to work in an agile way
• Free tools :
• www.trello.com
• www.kanbanchi.com
• Other tools : Jira…
• You can : define columns, add members, set timelines, annex
documents, set colours for task types, assign people to work…
SPRINT 6
ELECTRONIC BOARDS

35. SPRINT 6
USER STORY MAPPING
35
Main Information
• Purpose :
• Organize user stories and tasks to reach a visual overview
when number > 50
• Organize a separate loop with stakeholders to organize and
prioritize the product backlog (every 2 or 3 months)
• Organization :
• 2 axes to organize and order user stories
• Timeline, dependencies, priorities, subject, involved team, task
blocks

36. SPRINT 6
USER STORY MAPPING
36
Examples

37. SPRINT 6
AGILE MANAGEMENT
37
The « agile » manager looks like a scrum master with 2 more
habilities:
• Adding to the capacity of removing or solving obstacles and
difficulties of the team
• Build and communicate a vision and a destination for the project and
the team
• Manage and influence the capacity of the team to realize the project
Main missions of « agile » manager :
• Feed the team with data and KPIs to take collective decisions
• Improve input quality for the team
• Organize and dispose of free time for the team to realize
retrospectives and continuous improvement
• Allow direct contacts between team members and stakeholders
References: Servant Leader / Steve Denning

38. SPRINT 6
CHANGE MANAGEMENT
38
Main Information
• 2 types of change : individual and collective
• On collective level, 8 steps of Kotter apply very well:
• Create a sens of urgency
• Build a team with active people
• Build a Project or change visión (B point)
• Communicate the visión (B point)
• Remove obstacles
• Create quickwins
• Set up continuous improvement on change
• Create routines and habits

39. SPRINT 6
CHANGE MANAGEMENT
39
Main Information
• 2 types of change : individual and collective
• On collective level, 8 steps of Kotter apply very well:
• Create a sens of urgency
• Build a team with active people
• Build a Project or change visión (B point)
• Communicate the visión (B point)
• Remove obstacles
• Create quickwins
• Set up continuous improvement on change
• Create routines and habits

40. SPRINT 6
CHANGE MANAGEMENT
40
Main Information
• On an individual level:
• Dan Pink tells us
about the intrinsic
motivation factors :
purpose, autonomy,
mastery
• William Bridges
explains us the
steps which each
individual will go
through at his/her
pace

41. NEXT CLASS
Choose a problem you would like to solve
Explore this problem with tools
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