Lean Product Management for ISVs Tom Cannon Director, ISV Tech Evangelism, EMEA & APAC @tcann0n

Colm Lennon Founder, Haka Products @colmlennon

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Customer Development and The Lean Startup

Lean Product Management?

Product Development / Engineering:

How do we build it? Customer Development / Product Management:

Should we build it?

ü  Validating assumptions ü  Reducing time-to-success ü  Building better products ü  Being more successful

Entrepreneurs & ‘Intrapreneurs’

Build

Product

Measure

Data

Learn

Ideas

Minimise the TOTAL time through the loop

The Build, Measure, Learn Feedback Loop

Build

Product

Measure

Data

Learn

Ideas

Learn

“But what if you are efficient at making something that nobody wants?” Eric Reis

The AppExchange is highly knowable market

•  Positioning •  Detailed Product Info •  Pricing •  Screenshots •  Demo Videos •  Customer Reviews •  Others in category

Insight into Customer Needs

Top 10 Apps of Interest 1.  Advanced sales analytics/ performance mgmt. 2.  Customer satisfaction surveys 3.  More capabilities for SFDC on mobile devices 4.  Data cleansing, data quality services 5.  Advanced workflow 6.  Lead mgmt. 7.  Data integration tools 8.  Email response mgmt. 9.  Advanced BI/analytics 10.  Event management & registration Survey: bit.ly/ISVAppSurvey2014 (Partner Community Login Required)

Top AppExchange Searches

SURVEY

PROJECT MANAGEMENT

CTI

SMS

DASHBOARD CPQ

INVOICE INVENTORY

MAPS FORMS

WORKFLOW

ANALYTICS

Join the Community

Customer Success Community Partner Community Events

Get out of the Building

“No facts exist inside the building, only opinions”

Steve Blank

Image: wikimedia.org

Validate your Customer-Problem-Solution Hypothesis

The Problem

• Describe the problem you believe this customer has.

•  Is this really a problem?

Current Solutions

• How do they solve the problem today?

• What would they change?

Your Solution

• Describe your solution, differentiators and price.

• How do they feel about it?

The 3 Column Approach To CPS Validation

The Theory of Market Types Applied to Salesforce

New Existing Re-Segmenting

•  Expands the market •  Competes by specialising

•  Market size is the same •  Competes on features

•  Rarest •  New, or new to Salesforce

Build

Product

Measure

Data

Learn

Ideas

Build

“The only thing that matters is getting to Product/Market fit.” Marc Andreessen

MVP - Minimum Viable Product(s)

✕

The Fastest Path from Idea to App

Minimise the TOTAL time through the loop

Idea Define

Architecture & Provision

Infrastructure

Install & configure services

Define User Access, Admin

Build & Test Security

Enable Mobile &

Social

Define Integration,

Reports, Search

Build App

MVP

Weeks / Months

MVP Idea Build App

Hours / Days

MVP -

Build

Product

Measure

Data

Learn

Ideas

Measure

“Learning is the unit of progress in a startup.” Eric Reis

Enterprise Experimentation

Some things are the same: • There’s no substitute for talking to customers • Websites, mock-ups and videos can validate opinions

• Vanity metrics are only useful for making your competition feel bad

Some things are different: • Trust is key • User volumes are typically lower and all users are not equal

• Users more likely to invest in co-creation

Vanity vs. Actionable Metrics

Clicks Hits

Visits Downloads Sign-ups

Likes Mentions Retweets

Vanity Metrics

Vanity vs. Actionable Metrics

Actionable Metrics Viewed Demo Installed Trial

Logged on Purchased

Added Users Dormant

Cancelled Reviewed/rated Usage Metrics

Usage Metrics – New in Winter ‘15

Use the World’s #1 CRM to grow your business

2 Free Sales Cloud Licences • Lead Management • Trial & Licence Management • Usage Metrics • Make information accessible to all

Learn

Ideas

Build

Product

Measure

Data

Minimise the TOTAL time through the loop

The Learn, Build, Measure Feedback Loop

Loop

noun a structure, series, or process, the end of which is connected to the beginning.

4 Steps to Customer Development on the AppExchange

•  Build scale •  Invest in new products

and markets •  Rinse & repeat

•  Full Launch •  Ramp up Sales and

Marketing Investment •  Continue optimize

•  AppExchange Listing •  Refining, creating

repeatability •  Customer stories &

reviews

•  Researching the market, talking to prospects

•  Rapid iteration with wireframes and MVPs using clicks+code

Learning & Iterating Executing & Scaling

Customer Validation

Customer Creation

Company Creation

Customer Discovery

Proving customers will pay for it

Early revenue, early adopters

Launch & Marketing Strategy

Scaling / “Crossing the Chasm”

MVP Launch

Full Launch

Place Customer or

Partner logo in white area of

slide, centered horizontally

Colm Lennon Founder, Haka Products @colmlennon

Resources

Steve Blank Eric Reis Brant Cooper & Patrick Vlaskovits

Cindy Alvarez

Check out the new Partner Community

https://partners.salesforce.com/

Connect with Partners in the Partner Zone The Westin Hotel, Market Street 2nd Floor – Metropolitan Ballroom INNOVATE with the leading technology •  Demos of new Salesforce technology CONNECT with members of the partner community •  Partner Community Theater •  Networking areas •  Welcome reception and daily lunch service GROW your business with resources •  70+ partner-specific sessions •  ‘Ask the Experts’ consultation stations

AppBash 2014 on Wednesday Night!

Dreamforce Resources Designing and Building your app: • Starting a Successful ISV Business with Salesforce.com – Yesterday • Building your First Salesforce App – Yesterday •  ISV Beginner's Guide to Building a Salesforce1 Mobile App - Tues 4pm • An ISVs Guide to Building Creative Apps, Next-Gen Apps – Weds 4pm • Automating the Impossible: End-to-End Team Development for ISVs – Weds 5pm

Salesforce for Startups: •  Meet Featured Startups •  Office Hours @DEVZONE •  Founders Forum Sessions – Mon-Weds @Westin St. Francis •  Fund Your App Business: The New Cloud Funding Model for Enterprise Apps – Weds 3pm •  Investing in Enterprise Startups with Jeff Clavier – Tues 1pm)

Use to introduce a

demo, video, Q&A, etc. Q&A