2. Case study: “Vikings”
Problem: Slavic lands impoverishment
Visioner: Ragnar Lodbrok
Hypothesis: Rich lands on the West, a sea
way to the Westland
Technology: Solar compass invention
Political: Earl’s permission
Legal: Trophies are equally divided by the
team
Socio-Cultural: Warrior’s culture
9. Typical Failure Causes
● Lack of Research
○ Problem
○ Customer
○ Market
● Lack of Development
○ Solution
○ Value
○ Business Model
● Lack of Validation
○ Problem
○ Solution
○ Market
● Greediness & Overconfidence
10. BA Goals
Support business to create new products and services under conditions of
extreme uncertainty:
● Attain a rational trade-off between the level of uncertainty and the level of
detailed elaboration of the product and business concept
● Facilitate decision making under conditions of incomplete and unverified
information
● Mitigate lack of analytical expertise
11. Specific BA Responsibilities
Area Responsibility
Idea development and validation Support
Assumptions and hypothesis formulation Support/Do
Assumptions and hypothesis validation approach Do
Problem statement Do
Market research and analysis approach Do
Business model development Support/Do
Barriers elaboration Do
MVP bounds Support/Do
Knowledge systematisation & Pivoting tracking Do
12. BA Approach
● Hypothesis
○ Personas
○ Problems
○ Value
● Validation instruments
○ Data analysis
○ User research
○ MVP
○ Metrics
● Validation process
● Result assessment
● Knowledge systematisation
● Next iteration planning
13. Personas
Name
Goals Needs
Age: Problems Expectations
Education: Alternatives Value proposition
Employment:
Marital status: Psychography Fears
Residence: Story
Personality:
Internet usage:
14. As A…. <role>
I Want… <goal/desire>
So That… <receive benefit>
User Story vs. Hypothesis-driven development
We believe <this capability>
Will result in <this outcome>
We will have confidence to proceed
when
<we see a measurable signal>
19. P.E.S.T.L.E analysis
Factors Notices Potential impact Implications & importance
H - High
M - Medium
L - Low
U - Undetermined
Time frame:
6 month
1 year
2 years
Type:
Positive +
Negative -
Impact:
Increasing >
Decreasing >
Unchanged =
Political
Economic
Sociological
Technological
Legal
Environmental
22. > Personas
> Problem statement
> Value Proposition
Canvas
> Lean Canvas or
Business Model Canvas
> Validation Board
> P.E.S.T.L.E & competitor
analysis
> MVP scope
Knowledge Gaining Process
> Idea
> Trends
> Hypothesis
>> Problem
>> Solution
>> Customer
>> Market
>> Business model
> Assumptions
> Barriers
> Partners
> Competitors
> Lessons learnt
Pivoting
Elaboration
Scale
Another
business
24. Summary
● Customer-centric lightweight framework
● Combination strategic, tactical and operational levels
● Effort and volume optimisations:
○ Stakeholders
○ Business analyst
● Refinement and planning support
● “Holistic view” for decision making
● Peer presentation support
