Main takeaways: - Strategies to build a team that excels in synergizing product design across the software and hardware disciplines - Strategies to create a full-stack design plan capitalizing on the strengths of hardware & software designers that results in great products - How to work with tech ‘majors’ (i.e. Google, Apple, Amazon) to bake in their software into the engineering process

1. www.productschool.com
Hardware & Software PM by Sound
United Sr VP Product Development

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3. C O U R S E S
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10. Brendon Stead
T O N I G H T ’ S S P E A K E R

11. PRODUCT SCHOOL LA | SOUND UNITED
2 July, 2019

12. Confidential and Proprietary information of Sound United
Bring Joy to the World Through Sound
Own the
Stage
The Band
Comes First
Bias for
Action
True
North
12

13. 1980
was founded to deliver
the world’s most advanced ultra-
luxury amplifier
2011
acquired
DEI Holdings
1910
was founded to deliver the
most technically advanced recording
equipment
1953
was founded to
bring the listener closer to the
original recording
1972
was founded to
deliver the wonder of
live music in the home
2006
was
acquired by
DEI Holdings
1990
was founded to
deliver ultra-luxury
performance from mass-
luxury form speakers
2002
was
founded from the
merger of Denon
and Marantz
2004
was
acquired by DEI
Holdings
1979
was
founded to
bring superior
audio products
to everyone 2004
was
founded to bring music
to every corner of the
home
Strong Brand Heritage
2017
Sound United
acquired
2018
Sound United
acquired
Sound United has assembled a platform of world class brands with up to 100+ years of heritage

14. OUR BRANDS

15. Technology Trends
Our Markets are disrupted by changes to content format, control methods and physical interfaces
Analog Digital Steaming & IoT
1910 1948 1963 1982 1992 2001

16. Beginning of IOT EraPrior to Dolby AC3, Audio Video products were analog
• CD kicked the software door open for audio industry
• Dolby Digital took it to the next level
• MP3 allowed mass storage of music
• File-sharing killed music sales
• iPod docking error
• Bluetooth replaced physical Apple docks
• Smart apps allow native in-app wireless audio
• Streaming adds quality and IoT
• Voice

17. The beginning of IoTOur IoT Platform
Voice
Enabled
Amazo
n
Googl
e
Voice / IoT
Services
Apple
HEOS
Services
SU Product
with:
Alexa 3PDA
Google SHED
Airplay 2

18. Today’s DilemmaShould we work with everything concurrently, or make individual SKU’s targeted at single services?
AND
Amazo
n
Googl
e
Voice / IoT
Services
Apple
HEOS
Services
SU Product
with:
Alexa 3PDA
Google SHED
Airplay 2
Voice
Enabled
Amazo
n
Googl
e
Voice / IoT
Services
Apple
Voice
Enabled

19. Strategies for Building TeamsDeveloping products that require software and hardware requires a scaled blended development approach
• Deliver validated h/w using waterfall: EV, DV, PV etc…
• Build Agile-like sprint plans to support above h/w pre-
production builds
• Maintain prioritized backlogs for bugs, features, new
product s/w and infrastructure
• Measure burn-down charts to catalog forecast accuracy
• Build new software every night & smoke-test it in the AM
• Create a ritual to drive competition between teams

20. Working with Tech MajorsLearn the cycles and get in early with a multi-tiered approach
• Often tech majors experience difficulty finding early partners
• Or they are selective and launch with market leaders only
• Get in early and take risks, the good-will is worth it
• Go fast and don’t say no or you won’t get asked again
• Develop s/w, product, marketing and management relationships
• Visit often and make proactive proposals
• Curate a reputation for getting things done
• Get their skin in the game
• Execute

21. www.productschool.com
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Marketing, UX Design, Product Leadership courses and
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