agile inception v1.1
DESCRIPTION
This slide deck is based on tools described in; Agile Inception and a fictitious startup; Sell flowers onlineTRANSCRIPT
Agile Inception
Håkan Kleijn
Ver 1.1 November 2014
0768-640 336
A Product Owner ”Tool Set”
This course is
based on tools
described in:
Agile Inception
And a fictitious
startup:
Sell flowers
online
Course objective
To give you training in a basic tool
set and a feeling for how these tools
relate and can be used together.
Business Model Canvas
1. Populate your idea in a
Business Model Canvas
2. Detail customer
segment(s) using User
Persona(s)
User persona
3. Summarize your Value
Proposition using an
Elevator Pitch
4. Detail your channels by
designing a Customer
Life Cycle
5. Create a Impact Map based on
your Elevator Pitch and User
Persona a.k.a customer
segment
6. Define impacts/release goals
(how) and
7. Release content e.g. Basic
functionality (what), and three
more release candidates
8. Create a product roadmap
9. Define metrics to evaluate
your release goals
10. Set timing
Product Roadmap
11. Create a Story Map
”backbone” based on your
Customer Life Cycle
phases and Customer
Relationships
Story map
Product Roadmap
12. Decompose your Epics into
User Stories
13. Slice out the user stories
necessary to deliver your
first release
Story map
Agenda09:00 Start Course Introduction
09:30 Workshop: Business Model Canvas
10:00 Coffee
10:15 Workshop: cont. Business Model Canvas => Demo
User Persona, Elevator Pitch , Customer Life Cycle => Demo
12:00 Lunch
13:00 Workshop: Impact Map / Product Roadmap => Demo
14:30 Coffee
14:45 Workshop: Story Map / Release Plan => Demo
16:15 Course Evaluation
16:30 End
New Idea
11
Sell Flowers Online
Business model canvas….… is a one-pager for business model generation and validation. A business
model describes the basics of how to create and deliver value at a profit.
http://www.youtube.com/watch?v=QoAOzMTLP5sBusiness model generation tutorial:
Business Model Canvas
1. Populate your idea in a
Business Model Canvas
A need for
a beautiful
home.
A need for
a beautiful
home.
Busy
city-
dwellers
Busy
city-
dwellers
A need for
a beautiful
home.
Business Model Canvas
1. Populate your idea in a
Business Model Canvas
2. Detail customer
segment(s) using User
Persona(s)
User persona
19
Håkan
Kleijn48
Lives in Järna
(country side)
2 daughters
1 cat
Orienteering
& Yoga
Read
booksTeach
agile
Stay fit
and
have fun
Boost
my brain
Turn you into
agile
”believers”
Use the power of a persona
to understand your
customer segment and
establish a strong design
target
Case 1
Case 2
Web site
Home
delivery
service
Web site
Home
delivery
service
A need for
a beautiful
home.
Busy
city-
dwellers
Social
media
News-
letterWeb site
Web site
Home
delivery
service
Web site
Social
media
News-
letter
A need for
a beautiful
home.
Busy
city-
dwellers
Sub-
scription
Fee
20$
/monthPaypal
100
customer
100 * 20 =
2000$ /
month
Web site
Home
delivery
service
Web site
Social
media
News-
letter
Sub-
scription
Fee
Paypal100
customer
100 * 20 =
2000$ /
month
20$
/month
A need for
a beautiful
home.
Busy
city-
dwellers
3. Summarize your Value
Proposition using an
Elevator Pitch
Elevator Pitch
29
http://torgronsund.com/201
1/11/29/7-proven-
templates-for-creating-
value-propositions-that-
work
Additional
value proposition
formats:
Elevator Pitch
30
FOR busy city-dwellers,
WHO HAS a need for a beautiful home.
Echo Flower IS A flower decoration service,
THAT continually deliver fresh flowers.
UNLIKE traditional flower suppliers,
Echo flower uses only ecological grown flowers.
31Case 1
Case 2
Make
flower
bouquets
Manage
website
& social
media
Manage
paypal
account
Deliver
flower
bouquets
Manage
sub-
scribers
Call new
sub-
scribers
Web site
Home
delivery
service
Web site
Social
media
News-
letter
Sub-
scription
Fee
Paypal100
customer
100 * 20 =
2000$ /
month
20$
/month
Make
flower
bouquets
Manage
paypal
account
Manage
sub-
scribers
Call new
sub-
scribers
Deliver
flower
bouquetsManage
website
& social
media
A need for
a beautiful
home.
Busy
city-
dwellers
FloristWeb
editorSeller
Carrier
FOR busy
city-
dwellers
need for a
beautiful
home.
Flower
deco-
ration
service
Continu-
ally
delivering
echo
flowers
Web site
Home
delivery
service
Web site
Social
media
News-
letter
Sub-
scription
Fee
Paypal100
customer
100 * 20 =
2000$ /
month
20$
/month
Make
flower
bouquets
Manage
paypal
account
Manage
sub-
scribers
Call new
sub-
scribers
Deliver
flower
bouquetsManage
website
& social
media
Florist
Web
editorSeller
Carrier
Echo
flower
supplier
Courier
Paypal
Web site
Home
delivery
service
Web site
Social
media
News-
letter
Sub-
scription
Fee
Paypal100
customer
100 * 20 =
2000$ /
month
20$
/month
Make
flower
bouquets
Manage
paypal
account
Manage
sub-
scribers
Call new
sub-
scribers
Deliver
flower
bouquetsManage
website
& social
media
Florist
Web
editorSeller
Carrier
Echo
flower
supplier
Courier
Paypal
A need for
a beautiful
home.
Busy
city-
dwellers
Flowers
Flower
binding /
packag-
ing
Paypal
service
fee
Carrier
fee
Salary:Florist
Web editor
Seller
(1 individual)
Website
fee
Web site
Home
delivery
service
Web site
Social
media
News-
letter
Sub-
scription
Fee
Paypal100
customer
100 * 20 =
2000$ /
month
20$
/month
Make
flower
bouquets
Manage
paypal
account
Manage
sub-
scribers
Call new
sub-
scribers
Deliver
flower
bouquetsManage
website
& social
media
Florist
Web
editorSeller
Carrier
Echo
flower
supplier
Courier
Paypal
Flowers
Flower
binding
/packag-
ing
Paypal
service
fee
Carrier
fee
Salary:Florist
Web editor
Seller
(1 individual)
Website
fee
A need for
a beautiful
home.
Busy
city-
dwellers
Case 1
Case 2
3. Summarize your Value
Proposition using an
Elevator Pitch
4. Detail your channels by
designing a Customer
Life Cycle
Customer Life Cycle
Search
Chose
ChangePay
Recieve
Subscribe
Case 1
Case 2
47
First Attempt In Learning
FOR busy
city-
dwellers
need for a
beautiful
home.
Flower
deco-
ration
service
Continu-
ally
delivering
echo
flowers
Web site
Home
delivery
service
Web site
Social
media
News-
letter
Sub-
scription
Fee
Paypal100
customer
100 * 20 =
2000$ /
month
20$
/month
Make
flower
bouquets
Manage
paypal
account
Manage
sub-
scribers
Call new
sub-
scribers
Deliver
flower
bouquetsManage
website
& social
media
Florist
Web
editorSeller
Carrier
Echo
flower
supplier
Courier
Paypal
Flowers
Flower
binding
/packag-
ing
Paypal
service
fee
Carrier
fee
Salary:Florist
Web editor
Seller
(1 individual)
Website
fee
This is nothing but guesses !!!
Assess your business model
1. Is it difficult for customers to switch to a competitor?
2. Do you have recurring revenue?
3. Do you have income before you have expenditures?
4. Is your cost side a game-changer?
5. Do you have others working for you for free?
6. How scalable is your business model?
7. Does your business model protect you from
competitors?
– How easy is it for someone to copy and catch up?
• Assess your business model against the questions below.
• Learn and adapt
Create a validation test
• Create a validation test to get customer
feedback
• Validation testing requires many test
cycles with new learnings and business
model adaptation in between.
Validation test
Test name:
1. Hypothesis:
2. Test:
3. Metric:
4. Criteria:
Subscription is king
We believe that we will earn 0.1 million $ a year
To verify that, we will sell subscriptions for 3 months
And measure how many subscriptions we sold
We were right if we sold more than 100 subscriptions
5. Create a Impact Map
based on your Elevator
Pitch and User Persona
a.k.a customer segment
6. Define impacts/release
goals (how) and
7. Features (what), e.g. Basic
functionality) for four
releases.
FOR busy city-dwellers,
WHO HAS a need for a
beautiful home.
Echo Flower IS A flower
decoration service,
THAT continually deliver
fresh flowers.
UNLIKE traditional flower
suppliers,
Echo flower uses only
ecological grown flowers.
WHY? WHO? HOW? WHAT?
Busy city-
dwellersBasic functionality
(R1)
(R2)
(R3)
(R4)
Using our
service
PRAISED
• Productivity gains
• Reduced cost
• Avoided cost
• Increased revenue
• Service level improvements
• Enhanced quality
• Differentiation in the marketplace
54
These are
normas
business
reasons for
another
release
FOR busy city-dwellers,
WHO HAS a need for a
beautiful home.
Echo Flower IS A flower
decoration service,
THAT continually deliver
fresh flowers.
UNLIKE traditional flower
suppliers,
Echo flower uses only
ecological grown flowers.
WHY? WHO? HOW? WHAT?
Busy city-
dwellersUsing our
service
Basic Functionality
(R1)
?
(R2)
(R3)
(R4)
Increase
revenue
Case 1
Case 2
8. Create a product roadmap
9. Define metrics to evaluate
your release goals
10. Set timing
Product Roadmap
Product Roadmap
• A product roadmap states planned major releases,
typically one year ahead, their goals, key features, and
metrics.
• The roadmap goals are still hypotheses but our structured
modeling approach make us able to make qualitative
assumptions and not wild guesses.
• Evaluate each release against its metrics and take action.
60Case 1
Case 2
5. Create a Story Map
”backbone” based on your
Customer Life Cycle
phases and Customer
Relationships
Story map
Search Chose Change Pay Recieve Subscribe
Product Roadmap
12. Decompose your Epics into
User Stories
13. Slice out the user stories
necessary to deliver your
first release
Story map
Story mapping
64
1. Stories are short verb phrases that describe what people
do
2. Stories in a map are arranged in left-to-right narrative
flow
3. The depth of a map contains variations and alternative
stories
4. Stories are organized by epics across the top of the map
5. Epics form the backbone of the map
6. You can slice the map to identify the stories you´ll need
to reach a specific outcome (release)
User story format
65
Title only
66
What happen
between the alarm
signal and travelling
to work?
My
Morning
Story map
EXAMPLE
67
Exercise Make breakfast Getting cleaned
up
Epics form the backbone of the map
68
Brush teethMake coffeeDo push-ups Walk the dog
Exercise Make breakfast Getting cleaned
up
Stories are organized by epics across the top of the map
Stories in a map are arranged in left-to-right narrative flow
69
Brush teethMake coffeeDo push-ups Walk the dog
Jog
Do yoga
Make Tea Apply extra
deodorant
Shave
Exercise Make breakfast Getting cleaned
up
The depth of a map contains variations and alternative stories
Slice out stories to reach an outcome
70
• Use slices to identify all stories relevant to a specific
outcome
– ”Get out the door in few minutes”
71
Brush teethMake coffeeDo push-ups Walk the dog
Jog
Do yoga
Make Tea Apply extra
deodorant
Shave
Exercise Make breakfast Getting cleaned
up
You can slice the map to identify the stories you´ll need to reach a specific outcome
Case 1
Case 2
Thank You