This document summarizes Allan Kelly's presentation at Oredev in Malmo, Sweden in November 2012. Kelly discussed several business patterns for software developers, including keeping product variations simple to reduce costs, having account managers work in pairs to handle commercial and technical customer issues, and using patterns sequences to link patterns and their consequences. Kelly also promoted his book "Business Patterns for Software Developers" which describes 38 patterns for software businesses.
1. Øredev
Malmo,
November
2012
Business
Pa*erns
for
So/ware
Developers
allan@allankelly.net
Twi.er:
@allankellynet
h.p://www.allankelly.net
h.p://www.so6warestrategy.co.uk
2. Allan
Kelly
• Agile
Training
&
ConsulIng
for
Business
alignment
• Author:
– Changing
So*ware
Development:
Learning
to
be
Agile,
Wiley
2008
– Business
Pa<erns
for
So*ware
Developers,
Wiley
2012
97
Things
Every
Programmer
Should
Know
Henney,
2010
Context
EncapsulaGon
in
Pa<ern
Languages
of
Program
Design
Volume
5,
2006
2
3. SIMPLE
PRODUCT
VARIATIONS
Problem:
How
do
you
increase
variety
and
differen;a;on
in
your
products
without
SoluIon:
Offer
a
basic
product
increasing
costs?
with
several
simple
varia;ons,
keeping
the
varia;ons
simple
will
keep
them
cheap.
4. Anatomy
of
a
pa.ern
Context
Problem
Forces
SoluIon
SoluIon
&
ImplementaIon
Consequences
3
Known
Uses
5. How
do
I
run
&
grow
my
so6ware
Context
business?
Problem
Forces
Solu;on
&
Implementa;on
Consequences
3
Known
Uses
6. 3
Type
of
So6ware
Company
So6ware
Corporate
IT
Product
Department
Company
So6ware
Service
Company
ESP
-‐
External
Service
Provider
7. Falling
off
a
log
theory
• Too
many
so6ware
companies
follow
the
Falling
off
a
Log
pa.ern
9. Running
is
more
difficult…
• Infant
mortality
is
high…
• Survive
the
first
year
and…
– You
probably
have
something
– Time
to
get
serious
– No
longer
enough
to
chance
it
– No
longer
enough
to
do
one
thing
right
• Common
problems,
common
soluIons
…
Pa.erns!
10. Ducks
not
Bullets
No
Silver
Bullets
Pa.erns
can
help!
• Ducks
– Get
‘em
in
a
Row
• Thousands
of
small
decisions
– Not
one
big
one
13. EXPEDITIONARY MARKETING
38 Patterns!
SERVICES FEEDBACK
PRODUCT PORTFOLIO
SAME CUSTOMERS, DIFFERENT PRODUCT
BRANDED SHOPS
WHITE LABEL
VALUE ADDED RESELLER
CORPORATE CERTIFIED EXPERTS
CUSTOMISABLE PRODUCT
INTERNET STORE
PACKAGED SERVICES
POACHER TURNED
CUSTOMER UNDERSTANDING
GAME KEEPER
PROFESSIONAL SERVICES TEAM
WHOLESALER
WHOLE PRODUCT
CUSTOMER CO-CREATED PRODUCT
LOCAL GUIDE
SIMPLER PRODUCT
INITIAL HELP
COMPLEMENTOR, NOT COMPETITOR
ACCOUNT MANAGEMENT
SIMPLE PRODUCT VARIATIONS
PRODUCT ROADMAP
SERVICES BEFORE PRODUCT
SEGMENTED CUSTOMERS
HOMOGENOUS CUSTOMERS
SINGLE PRODUCT COMPANY
PRODUCTS WITH SERVICE
PERSONAL SERVICE
SALES/TECHNICAL DOUBLE ACT
SELF-SERVICE
INNOVATIVE PRODUCTS
LIFETIME SERVICES FOR PRODUCTS
INDEPENDENT RETAILER
NAMED SALES PEOPLE
SEPARATE IMAGINATIVE TEAMS
CORE PRODUCT ONLY
14. Yes
a
sales
pitch…
I
have
a
book!
Pre-‐book
versions
of
pa.erns
h.p://www.bizpa.erns.biz
Free
for
download
15. SAME
CUSTOMER,
DIFFERENT
PRODUCT
• The
Customer
is
the
Asset
Problem:
How
do
you
maximise
your
return
from
exis;ng
customers?
SoluIon:
Expand
your
product
offering
so
you
have
more
products
to
sell
to
your
exis;ng
customers.
Do
this
by
focusing
on
the
customer
needs
rather
than
the
product.
16. ACCOUNT/TECHNICAL
DOUBle
Act
Problem:
How
do
your
avoid
overwhelming
your
account
managers
with
commercial
and
technical
issues?
-‐
Both
before
the
sale
and
the
a6er.
SoluIon:
Have
your
customer
account
managers
work
in
pairs,
one
handles
the
commercial
aspects
of
the
product
and
the
other
handles
the
technical
aspects.
17. Pa.ern
sequences
Homogenous
• Pa.erns
are
Customers
generaIve
Customer
Understanding
• Sequences
link
How do I better meet
customers needs?
How do I
understand diverse
customer needss?
pa.erns
Segmented
Customers
How do I get an unfiltered
• Consequences
chain
How can I match
insiders knowlegde?
resources to need?
to
Forces
Poacher Turned
Core Product Only
Game Keeper
How do I sell to more How do I validate
demanding customers? my ideas?
Expeditionary
Whole Product
Marketing
Products With Simple Product
Services Variations
18. Homogenous
Customers
HOMOGENOUS
to
Customer
Understanding SEGMENTED
How do I better meet
customers needs?
How do I
understand diverse
customer needss? CUSTOMERS
Segmented
Customers
How do I get an unfiltered
How can I match
insiders knowlegde?
resources to need?
Poacher Turned
Core Product Only
Game Keeper
How do I sell to more How do I validate
demanding customers? my ideas?
Expeditionary
Whole Product
Marketing
Products With Simple Product
Services Variations
19. How do reach as many
customers as I can?
Channels
to
Products
Segmented
Use different product variations Customers Keep costs and thus prices low
to address different customer and allow customers to add
segments what they choose
Simple Product
Core Product Only
Variations
Use different sales channels to
Product Portfolio
distribute different products
branded Shops White Label
Value Added Named Sales
Reseller People
Independent
Internet Store
Retail
20. How do I control my
own sales process? Direct
Named Sales
DistribuIon
Branded Shops Internet Store
People
How do I stop products in different sales
channels competing?
Simple Product
Variations
Account
Management
How do I know what
variations to offer?
Expeditionary How can product
Marketing experts and sales
people work
together?
How do I increase the
return from the sales
channel?
Sales/Technical
Same Customer, Double Act
How do I increase the Different Product
return from floor space?
How do I navigate
new terrain?
Local Guide
21. HOMOGENOUS
SEGMENTED
CUSTOMERS
CUSTOMERS
How
do
I
enter
a
market
Your
customers
all
seem
to
quickly
when
I
do
not
want
different
things.
How
do
understand
all
the
you
know
what
features
to
potenIal
customers?
provide?
Assume
all
customers
are
similar;
Segment
your
customers
do
not
a.empt
to
segment
the
into
different
groups
and
market.
Build
and
offer
one
address
the
needs
of
each
product
only.
Get
the
product
into
group
separately.
the
market
as
quickly
as
possible
while
keeping
costs
down.