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SPM Lecture 1 - Introduction

Apr 16, 2017

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Education

  • 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

  • Whats 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 companys 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 FTEs

    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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