Software Company Structure, Product Management, Marketing, Sales, Business Strategy and More Margarita Antonova Volunteer Telerik Academy academy.telerik.com Business System Analyst Telerik Corporation

2  The Trainer  Course Format  Exams and Evaluation  Course Project  Introducing the Themes  Course Syllabus  Resources for the Course  HW Assignment

 Margarita Antonova – Maggie  MBA and BS in Commerce  Experience in Sales and Marketing of Software  Business System Analyst  Product Manager  margarita antonova  maggie antonova 3

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To familiarize software engineers with the basic business structures and processes that affect the development of software and hence their own work experience. 5

If we are software engineers, why do we need business skills?

Is software a house? 7

8 Who do we sell to? Who do we code for?

The Software Challenge: What is software? 9 How do you define software? Is it a product, a service, an experience? How do you know you need it? How do you evaluate it? How do you purchase it? Build vs. Buy

 What do we sell?  How are we making it?  Where do we sell?  How do we sell?  Are we making a profit?  How do we continue to sell at a profit?  Who do we sell to? 10 A Business Approach Can Help

11  Looking to complete a task with our software product/service usually in the fastest easiest way.  In most cases is interested in an end result not the process or the details  In most cases will not have the expertise, knowledge and insight on the product we do.  It is good to have a middle-man – the business analyst, product manager and project manager – but YOU are important too The End User

12  Is a CLIENT – the client is always right and usually paying or significantly contributing to our revenue  B2B vs. B2C The End User

How Is the Course Going to Be Conducted?

Project, Criteria, Certificates

 If you are here  Project: “Business Plan” – 70 %  Attendance in class – 20 %  Homework – 10 %  If you are online  Project: “Business Plan” – 70 %  Homework – 20 %  Forum activity – 10 % 15

16  The best up to 5 teams  3-5 people per team

17  Executive summary  Marketing Plan  Operations Plan  Financial Plan  Risk analysis  Decision Making Criteria Business Plan for Your Own Product Due Date: July 2014

1. 1. Warm Up: Answer the Business Questions Cost-Benefit Analysis of Your Product Ideas SWOT Analysis Marketing Mix Analysis - 7Ps Sales Force Operations Plan Porter’s 5 forces Your MVP 18

What Are We Going to Cover?

1. 1. Role of the Software Engineers – Production & Support 20

2. 2. How Does the Business Work? 21

3. 3. Product Development 22 The Kodak paradox:

4. 4. Marketing & Advertising 23

5. 5. Gamification 24

6. 6. Sales Process & Sales Cycle 25

7. 7. The Startup Culture – the MVP 26

8. 8. How to Sustain Our Business? 27

28  Defining software is hard  Selling software is hard  Software is for the user  Software development is a business

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What We Need in Addition to This Course Content?

1. Fast Company - 1. Fast Company Wired Magazine TechChrunch Wall Street Journal / Personal Technology New York Times / Technology Business Week / Technology CIO, international - 7. CIO, international LinkDIn - topical groups 9. StatCounter Global Stats McKinsey Quarterly Advertising Age

 The Business Skills course official web site  Register for the "Telerik Academy Forums":  Discuss the course exercises with your colleagues  Find solutions for the exercises  Share and discuss ideas and analysis 32 Business Skills at the Academy Forums Business Skills at the Academy Forums and-business-skills/business-skills-for-developers/about

 The Telerik Integrated Learning System (TILS)   Important resource for all students  Homework submissions  Homework peer reviews  Presence cards with barcode  Reports about your results 33 ses/Details/39 ses/Details/39

 Business Skills for Telerik Academy  business-skills/business-skills-for-developers/about business-skills/business-skills-for-developers/about business-skills/business-skills-for-developers/about  Telerik Software Academy  academy.telerik.com academy.telerik.com  Telerik Facebook  facebook.com/TelerikAcademy facebook.com/TelerikAcademy  Telerik Software Academy Forums  forums.academy.telerik.com forums.academy.telerik.com

35  A few sentences answering: 1.What do they sell? 2.How do they make it? 3.Who do they sell to? 4.Where do they sell? 5.How do they sell? Answer the business questions for a startup of your liking. Deadline – next lecture: discuss in class 6.Are they profitable? 7.Are they sustainable?

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