Transcript
Software Product Management Introduction
Lecture 1
Sjaak Brinkkemper
Garm Lucassen
3 September 2015
• Garm Lucassen, MSc.
• PhD Student
• Background: IS, MBI, PhD SPM/SA
• Solves all problems
• BBG 5.85
• Prof.dr. Sjaak Brinkkemper
• Lecturer
• Leads O&I group with 35 researchers
• Does not email
• BBG 5.82
Lecturers
Agenda
• Introduction to Software Product Management
• SPM competence model
• Course Schedule and Assignments
• Practical matter
Agenda
• Introduction to Software Product Management
• SPM competence model
• Course Schedule and Assignments
• Practical matter
SPM is about Software Products
• Differentiate from: – Tailor-made software (large ICT service companies such as
CMG, ATOS-Origin, CGEY, …)
– Embedded software (consumer electronics, office machinery: Philips, Oce, ASML, …)
• Open Source software is also a software product
What is a software product ?
Software
product
Tailor-made
software
Number of
copies
What is being
sold?
Device
Software
One Multiple
Embedded
software Microprogram
Cloud software
Packaged software
A software product is...
• A packaged configuration of software components, or a software-based service with auxiliary materials, which is released for and traded in a specific market
• Examples: – ERP software
– Bookkeeping package
– Operating systems
– Search-engine
– Computer-aided-design
– Software development environments
What is Software Product Management?
Software product management (SPM) is the discipline that governs a software product
over its whole life cycle, from its inception to customer delivery, in order to generate the biggest possible value to the business.
Ebert (2009)
What is a product manager?
“A product manager is a ‘mini CEO’ representing the enterprise or business unit in strategy definition and operational execution.”
Ebert (2007)
Product manager
Development
Marketing
Sales and Distribution
Evolution and Service
Software
Customers
Revenue
Use !Goals
Requi-
rements
Ideas
Predict
Feedback and Learning
Select
Product Management:
- manage a product from
inception to phase-out
- maximize business value
Project manager
Development
Marketing
Sales and Distribution
Evolution and Service
Software
Customers
Revenue
Use !Goals
Requi-
rements
Ideas
Predict
Feedband and Learning
Select
Project Management:
- deliver a product release
- meet time, budget, and
quality requirements
Marketing manager
Development
Marketing
Sales and Distribution
Evolution and Service
Software
Customers
Revenue
Use !Goals
Requi-
rements
Ideas
Predict
Feedband and Learning
Select
Marketing Management:
- determine how to sell a
product
- ensure business success
Collaborative management
• Ebert (2007):
– “a product manager leads and manages one or several products from the inception to the phase-out in order to maximize business value”
– “a project manager determines how to best execute a project or contract”
– “a marketing manager determines how to sell a product or service”
SPM and the life cycle
Ebert (2007)
Origins of SPM
• 19th century: manufacturing industry
• Procter & Gamble (1931): 2 languishing soap products were strengthened by assigning dedicated product managers to each.
• Last decades: Microsoft, Sony-Ericsson, SAP
What’s so special about software and SPM?
• Negligible lifecycle cost
• High release frequency
• Complex requirements organization & tracking
• Product manager has many responsibilities but little authority over development
• Interaction with many stakeholders
• Planning for the future
The poor product manager…
Board Market
Sales
Development
Partners Customers
R&D
Agenda
• Introduction to Software Product Management
• SPM competence model
• Course Schedule and Assignments
• Practical matter
Competence model for SPM
Competence: the ability to do something well, measured against a standard, especially ability acquired through experience or training
• Why a competence model?
– To aid product managers in their work
– To structure education in SPM
– To structure research in SPM
• Based on deliverable structure of a product software company
Deliverable structure
Portfolio
Product 2
Release 1.1
Requirement 2
Product k
Release 2.0
Requirement n
Product 1
Release 1.0
Requirement 1 …
…
…
…
Portfolio
Product 2
Release 1.1
Requirement 2
Product k
Release 2.0
Requirement n
Product 1
Release 1.0
Requirement 1 …
…
…
…
Portfolio: The complete set of products of a company
Deliverable structure
Portfolio: The complete set of products of a company
http://www.google.com/intl/en/about/products/
Deliverable structure
Portfolio
Product 2
Release 1.1
Requirement 2
Product k
Release 2.0
Requirement n
Product 1
Release 1.0
Requirement 1 …
…
…
…
Portfolio
Product 2
Release 1.1
Requirement 2
Product k
Release 2.0
Requirement n
Product 1
Release 1.0
Requirement 1 …
…
…
…
Product: A packaged configuration targeted to a specific market
Product: A packaged configuration targeted to a specific market
Deliverable structure
Portfolio
Product 2
Release 1.1
Requirement 2
Product k
Release 2.0
Requirement n
Product 1
Release 1.0
Requirement 1 …
…
…
…
Portfolio
Product 2
Release 1.1
Requirement 2
Product k
Release 2.0
Requirement n
Product 1
Release 1.0
Requirement 1 …
…
…
…
Release: A formalized sellable version
Release: A formalized sellable version
Deliverable structure
Portfolio
Product 2
Release 1.1
Requirement 2
Product k
Release 2.0
Requirement n
Product 1
Release 1.0
Requirement 1 …
…
…
…
Portfolio
Product 2
Release 1.1
Requirement 2
Product k
Release 2.0
Requirement n
Product 1
Release 1.0
Requirement 1 …
…
…
…
Requirement: Wish for a future product feature
Requirement: Wish for a future product feature
Model levels
Portfolio
Product 2
Release 1.1
Requirement 2
Product k
Release 2.0
Requirement n
Product 1
Release 1.0
Requirement 1 …
…
…
…
Portfolio
Product 2
Release 1.1
Requirement 2
Product k
Release 2.0
Requirement n
Product 1
Release 1.0
Requirement 1 …
…
…
…
Portfolio Management
Product Planning
Release Planning
Requirements Management
Deliverable structure Business function
Deliverable structure leads to business functions
Responsibility for business function implies accountability for deliverables
SPM Competence Model
Stakeholders
SPM functions
Requirements management (1)
Requirements management (2)
• “to deal with the content and administrative data of each individual requirement”
• 3 processes
– Requirement gathering
– Requirements identification
– Requirements organizing
Requirements management (3)
• Requirements gathering techniques
• Market requirements vs. product requirements
• Functional requirements, quality requirements & constraints
• Linking requirements, dependability, traceability
Example requirements
Release planning (1)
Release planning (2)
• “to deal with the set of requirements of each release”
• 6 processes
– Requirements prioritization
– Release definition
– Release definition validation
– Scope change management
– Build validation
– Release preparation
Release planning (3)
• Prioritization techniques
• Business case / ROI estimation to validate release definition
• Communicating the new launch
Product planning (1)
Product planning (2)
• “to deal with the different releases each product has”
• 3 processes
– Roadmap intelligence
– Product roadmapping
– Core asset roadmapping
Product planning (3)
• Product roadmap A high-level sketch of where the company’s product(s) is/are going to give internal and external stakeholders the ability to plan accordingly
Portfolio management (1)
Portfolio management (2)
• “to deal with the products in the product portfolio”
• 3 processes
– Market analysis
– Product lifecycle management
– Partnering & contracting
Portfolio management (3)
SPM Competence model
Reference framework vs. Competence model
2010
2006
Product management
Release planning
Portfolio management
Scope change
management
Requirements
prioritization
Release
definition
Release
validation
release
definition
adaptations
release
content
Requirements management
market trends
bo
ard
req
ue
sts
Requirements
identificationproduct requirements
Requirements
organizing
Support
Sales &
marketing
Customer
Requirements
selection
prioritized
requirements
Product roadmapping
Product lifecycle
management
Research &
innovation
Market
Partner
companies
roadmap
Roadmap
constructionCore asset
identification
Theme
identification
Product line
identification
Market trend
identification trends
themes
scope
changes
market trends
customer
requests
customer &
prospect requests
validated release definition
bu
sin
ess c
ase
va
lida
tion
product lines
core assets
partner requests
Partnering &
contracting
Company board
ServicesDevelopment
product requirements list
va
lida
tion
change requests, bug fixes
va
lida
tion
Launch
preparation
launch
information
launch
preparation
package
launch preparation package
Requirements
gathering
requirements
product development strategy
trends
contracts
technology drivers
collaborations lifecycle decisions
roadmap
Agenda
• Introduction to Software Product Management
• SPM competence model
• Course Schedule and Assignments
• Practical matter
Schedule
Assignments
• SPM Maturity consultancy assignment
• User Story practice assignment
• Presentation of highlights
• All assignments carried out in groups of two, decided by yourself
• Mail the names of a team to Garm Lucassen: g.lucassen@uu.nl
• The deadlines are in the schedule
• Submit your work via Ephorus
• Feedback on all deliverables
• Final assignments are graded
• Do not miss the deadline! & Do not plagiarize!
SPM Maturity assignment
• In this assignment, an SPM assessment is carried out. This assessment is carried out by performing an interview with a product manager, via the Situational Assessment Method as described by Bekkers et al. (2010).
• Each group has to hand in the following separate deliverables: – Sep 10: Company description (max. 500 words)
– Sep 17: Interview plan (email dates of interviews)
– Sep 29: Draft Assessment results, analysis, and advice (max. 4000 words)
– Oct 6: Final SPconsultancy report (max. 4000 words)
Product managers
• Find your own company that develops and sells a software product
• We will provide some names
• At least 15 FTE’s
• Contact the product manager
• We have a letter for you to explain the purpose
• International students companies from your home country are
highly appreciated!
User Story Practice assignment (1/2)
• Second interview with product manager
• Focus on the description and quality analysis of the actual usage of user stories in the software company with respect to requirements management, release and sprint planning, and roadmapping
• Which stakeholders are involved in these activities? FLOW diagrams will be created.
• Also a quality analysis on a set of User Stories from the company will be performed using the AQUSA tool
US practice (2/2) • Test the US set on AQUSA (Lucassen et al., 2015)
Examination
• Four grades and two completions: – SR: SPM Maturity report (carried out in group)
– UR: User Story practice report (carried out in group)
– P: Presentation (carried out by both)
– E: Exam (carried out individually)
• Completion: – Finding Company
– Peer Review
• Final grade = 0.25*SR + 0.25*UR + 0.1*P + 0.4*E
• In order to pass the course, each grade (SR, UR, P and E) should be a 5.5 or higher. In case this condition is not met, your final mark is the lowest of the four grades.
• The deadlines of the assignments are strict, otherwise it would be unfair to class members who get their papers in on time. For every working day you are late, we deduct one point of your grade (of that deliverable).
Agenda
• Introduction to Software Product Management
• SPM competence model
• Course Schedule and Assignments
• Practical matter
About you
• What is your MSc program?
• Who works in the software business?
• Any experience with SPM?
• Who did not register for the course?
Attitude and atmosphere
What about:
Apping
SMS-ing
FB-ing
Browsing
• For a speaker it is very annoying when some persons in the audience do other things
• Professional attitude as a knowledge worker
• Good class room atmosphere fosters learning experience
• We do our utmost to provide an interesting and instructive course
• Put your smartphone in airplane mode
Attendance
• Attendance is highly recommended
• However, it is mandatory:
– When there is a guest lecturer
– When your group is presenting
– When there is a peer review session
– In case we have an excursion to a company
Literature
• Draft lecture notes
• Presentation slides (with audio files)
• Scientific articles, published in journals or conference proceedings
• We will open a forum for commenting on the Draft lecture notes. Future textbook!
• BTW: we are looking for someone who is interested in arranging the SPM website with materials from previous years
Access to literature
• You need to be logged on to the university network, either by using a computer of the ICS department, or by logging in via VPN
Workshops
– Tuesdays: 11-13hrs
– Room BBG 023
– Explanation maturity matrix & assessment method
– Explanation user story analysis
– Necessary for assignments
– Be there!
Questions?
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