David Nash david.nash@cdk.com VP Product Management, Automotive CDK Global

1. At some point MVP will be behind you. If you don’t provide a ‘Whole’ Product, you don’t have a sustainable product.

2. Implications on your Roadmap

1) First-iteration solution to an important market problem

2) Does 1 or 2 things really well, but not comprehensive

3) Builds confidence with early adopters – buys you time

4) Lets you learn & iterate quickly, by being in the market

Minimum Viable

Crappy product

nobody wants to use

or pay for

Comprehensive product built

by companies better financed

than us

Good product for a

start-up to build

MVP is “…that version of a new product

which allows a team to collect the

maximum amount of validated learning

about customers with the least effort.”

Coined by Ted Leavitt & Regis McKenna, in the 80’s. Geoff Moore, later in "Crossing the Chasm" Wikipedia: [Whole Product] refers to a ‘core’ product, augmented by everything that is needed for the customer to have a compelling reason to buy. Without these additional product components, the core product would not be very useful!

Augments the core with the vital elements

required for the product to have compelling value

What the customer experiences when

everything else has been handled

Core Product

Value

Also needed

capability

Also needed

capability

Also needed

capability

• Many are latent needs which your customer can’t

articulate – they only notice them if they’re missing.

• Not a chronology, many are persistent needs

• Keeps the customer at the center for Product & Dev

• Helps align every function in the company

Let’s take a walk around this circle..

Core Product

Value

Discover & Buy

Provision & Onboard

Learn & Master

Get Insights

Stay Safe

Get Help

Stay Current

Extend & Augment

Retire & Export

You should also provide:

• Self-Service Demos

• Trial & Buy

• In-App purchase

• Conversion Metrics

• …

Core Product

Value

Discover & Buy

Provision & Onboard

Learn & Master

Get Insights

Stay Safe

Get Help

Stay Current

Extend & Augment

Retire & Export

Core Product

Value

Discover & Buy

Provision & Onboard

Learn & Master

Get Insights

Stay Safe

Get Help

Stay Current

Extend & Augment

Retire & Export

Two separate, related actions:

• First, stand-up (deploy) your app

• Then, get your customer’s data into it

Customer onboarding considerations:

• Intelligent defaults

• Self-service (Zero Implementation)

• Auto-migration/import from competitors

Nice Job! Um, not so much

Consumer App Examples

• Ensure the customer succeeds at their first attempt

• Accelerate their Mastery

• Drives full utilization & helps avoid abandonment

UX in one photo

Core Product

Value

Discover & Buy

Provision & Onboard

Learn & Master

Get Insights

Stay Safe

Get Help

Stay Current

Extend & Augment

Retire & Export

Provide Metrics so

• customers can justify paying you

• you can justify your investments

Stretch Goals:

• Scrub & Syndicate customer data

• Gamify

• …

Core Product

Value

Discover & Buy

Provision & Onboard

Learn & Master

Get Insights

Stay Safe

Get Help

Stay Current

Extend & Augment

Retire & Export

• Self-Service support

• Peer community-based support

• Backup/Restore

• PCI/SPI

• Pre-empt & swarm any hacks

Core Product

Value

Discover & Buy

Provision & Onboard

Learn & Master

Get Insights

Stay Safe

Get Help

Stay Current

Extend & Augment

Retire & Export

• Frequent, non-disruptive updates

• 3rd-Party integration

• Developer/Partner programs

• Own the ecosystem Core

Product Value

Discover & Buy

Provision & Onboard

Learn & Master

Get Insights

Stay Safe

Get Help

Stay Current

Extend & Augment

Retire & Migrate

• Sunset old versions relentlessly

• Move data seamlessly to your newer product

The GoPro story..

MVP: ‘Revolution’ Whole Product: ‘Evolution’

Purpose Validate, build confidence, learn & iterate, at the

lowest cost or, Fail Fast & Pivot

Remove the barriers for latter adopters.

Target Persona Single, mostly the target User Includes Buyers & other 3rd party Influencers

Clarity of

requirements Explicit, easily articulated Implicit, latent

Investment

required by users Will be Large, many product gaps Must be Small, most gaps closed

Business

Value

Whole

Product

Technical

Debt

Q1 Q2 Q3 Q4

Address new customer

pain point #1

Update front end tech

stack

Installation

Improvement Support call

reduction

Update back end

database

Improve feature #2 This lane is the one you show customers & prospects

These two lanes represent investments & tradeoffs

you make against your scarce dev resources

They go on your roadmap too. No free dev capacity!

Your Roadmap drives transparency & alignment on where you’re burning resources

Auto-update

feature

1. MVP is now behind you. If you don’t provide a ‘Whole’ Product, or ‘MDP’, you don’t have a sustainable product.

2. Whole Product needs go on the Roadmap, too

Where can you apply this, now?