LEAN + AGILEProduct development in the 21st

century

ROHN JAY MILLERNATIVE INSTINCT

ROHN JAY MILLERNATIVE INSTINCT

WAS $199NOW $129!

MARKETING + PRODUCT

1. Deep customer integration 2. Interaction is built-in3. Communication is component of

product4. Transparency key in the Social

Enterprise

PRODUCT + MARKETING

Customers Development

MARKETING AS A SERVICE

LEAN START-UPS

Continuous customer interaction Revenue goals + measurement from

day one No scaling until revenue Assume customer + features are

*unknowns* Low burn rate by design, not crisis “Nail it, then scale it”

BUT THERE’S A BIG DEVELOPMENT

PROBLEM

WATERFALL

GOALS DESIGN DEVELOP

RELEASE

THAT WAS THEN, THIS IS NOW

THEN NOW

Big Bang Launch Static Content Long media lead

times One size fits all Broadcasting

Iterative evolution Rich applications Real-time Personalized Interactive

PHILOSOPHY

STRATEGY

COLLABORATION

PRACTICE

AGILE IS A…

AGILE PRACTICES

LEAN + AGILE

Vision: what are we doing? Learn: get out of the building Engage: talk, listen, champion Experiment: make, learn, test Build: adapt, negotiate, deliver

HOW TO DEVELOP IDEAS

1. What did you hear/see?2. What can you infer from that?3. What conclusion(s) can you draw?4. What is your opinion/solution?

DON’T LET PEOPLE JUMP THE GUN TO

#4

HOW TO PIVOTCredit: Eric Ries, “The Lean Start-

Up”

TYPES OF PIVOTS

Zoom-in pivot. A single feature becomes the whole product.

Zoom-out pivot. The whole product becomes a single feature of a much larger product.

Customer segment pivot. You have real customers, but not the ones in the original vision.

Customer need pivot. Your product doesn’t really solve a problem. Find a new need from customers.

TYPES OF PIVOTS

Platform pivot. Change from an application to a platform, or vice versa. Customers buy solutions usually, not platforms.

Business architecture pivot. Change from high margin, low volume (complex systems model), to low margin, high volume (volume operations model) of visa versa.

TYPES OF PIVOTS

Value capture pivot. Change the revenue model. Maybe “freeware” isn’t right.

Engine of growth pivot.  Viral, sticky, and paid growth models—change to different one.

TYPES OF PIVOTS

Channel pivot. Find a new sales channel, offer unique pricing, features, or competitive position.

Technology pivot. Find a new technology to solve the problem.

TYPES OF PIVOTS

THE IMPOSSIBLE DREAM?

Lean: “Nail it, then scale it” Agile:

Engage customers Close collaboration Iterate product Two-way communication

CASE STUDYThe Flip Camera + Native Instinct

When we began working with Pure Digital on the Flip Camera the intended audience was parents of kids

under 5. It would be a camera that would be easy to carry and use, and easy to upload.

But then it took off. All kinds of people began buying the Flip. Parents. College students. Bloggers. Butchers.

Bakers. We began expanding communications into social media. Today the Flip camera has more “likes”

on Facebook than Cisco.

We kept iterating with Pure Digital. The rise of the Flip was in symbiosis with the growth of You Tube. Native

Instinct wrote the software for the “one-click upload” to You Tube. Is this marketing or product? Agile melds

product and marketing, sez I.

We wanted to give people a place where the could put their family videos and invite only certain people to see. So we

designed and build FlipShare.

We built an e-commerce site for the Flip in Drupal. 2 Million cameras in 2 years. Then we figured out how to allow people to put their own design on a Flip Camera, which made it their Flip. This also helped Pure Digital’s profit margins, since you

could only get this on the e-commerce site.

The site was re-designed to account for different types of buyers based not on demographics—that wasn’t significant as it turned out—but instead based on behaviors. What role

did the Flip play in helping you use video?

Pure Digital brought to market new lines of the Flip, which met different needs. We showed how each one fit

into that customer’s story, which was a concept from Agile.

EXERCISEMinneapolis Bike System

EXERCIZE

The City of Minneapolis has started a bike rental program called NICE RIDE MN

Bikes can be rented for $5 a day / $4.50 for 90 minutes, annually + annual student discount

The City wants the program to be self-funding and perhaps return enough profit to expand

EXERCIZE

What is the Vision? What are our hypothesis? How do we research them? What are the stories? What could a new vision statement

be? How do we start?

THANK YOUROHNJAY@NATIVE-INSTINCT.COM @ROHNJAYMILLER +1 (612) 749-08031800 Girard Avenue SouthMinneapolis, MN 55403