Enterprise Product Creation:

When Lean/Agile/MVP

Won't Get It Done

© Copyright 2005-2013 Prista Corporation

ProductCamp Austin 1120 July 2013

Basics:“Product”

“An artifact of the truth of the promise of the

brand.”

Watts WackerCEO, FirstMatterFuturist and an original mentorof FastCompany Magazine

?

Product is …

Basics:“Product”

“Anything you can get a customer to pay for on

a predictable basis.”

Noel CaponChair, Marketing DivisionColumbia Business School

Noel CaponChair, Marketing DivisionColumbia Business School

Product is …

Sustained Value Meet

Formulating Sustainable Product Lines/Brands Build

from a solid base of understanding and priority - the FACTS pyramid

– Science

C

A

T

F

S

– Architecture

– Concept

– Technology

– Features

?

Begin Here

Select &Prove

Design &Validate

CreatingMarket

You must know the differenceFiction is NOT falsehoodFiction, like a Crichton novel, uses a base in FACTS but goes beyond to excite and create the intended thoughts

Fiction F

A

C

T

S

the story that creates emotion, mindshare and market

Best-practice 360-degreeProduct Managementviewpoint is balanced

Des

ign-

driv

enP

rodu

ct

Market-driven

Product

BusinessExecution

StrategicIntegration

Quadriform Product Management™

Market-DrivenDesign-Driven

Business Execution

Pragmatic Marketing

‘Big’ customers

Competition

Market data firms

Marketing

Sales

?

CEO/CFO

Operations

Employees

Gov / Law

AttorneysInvestors /Shareholders

Quadriform Product Management Drivers

Development(core competence)

Design Specialists(UI, db, comms)

Research

Standards

“Rethinkers”

The Enterprise Product Path Hurdles

•Functional Critical Mass• Local vs Constellation

Decision• Economic Critical Mass

(ROI)• Process Displacement /

Increment• Credibility Sustainability

Sales Decision: Value/Risk Discount

• Value in use achieved after some ramp-up period (learning, growth, rollout, implementation)

• “What-ifs” = risk = < $

• Time-value of money is always applicable

Time

Valu

e /

Pr i

ce

value target

ramp-up

riskoffse

t

deal price

Product Layers

QM/RM/PI PSD

$1.0

$0.5

$1.5

$2.0

$2.5

$3.0

$3.5

RCA

EOC

ASD

PPR

UMRI

DCA

CWS

IM

Util

PSS

BA

CM

ALC

CN AFPSO campaign

V619 July 2013

Full VBI++

Thank you for reviewing our presentation.

Don Jarrell

dbjarrell@pristacorp.com

(512) 266-7126

© Copyright 2005-2013 Prista Corporation

ProductCamp Austin 1120 July 2013