E Commerce Project Management 140427234146 Phpapp01 PDF

#dimbootcamp
E-COMMERCE PROJECT
MANAGEMENT
Janette Toral
http://digitalfilipino.com
Twitter:
@digitalfilipino
Facebook: digitalfilipino
Certified ScrumMaster
Certified Scrum Product Owner
http://www.scrumalliance.org/community/profile/jtoral
An
E-Commerce
Project Manager
wears many
hats.
Multi-discipline.
BEGIN WITH THE END
IN MIND.
What is your end goal?
http://sorianomedia.com/infographic-digital-marketing/
http://blog.hubspot.com/marketing/
beginner-inbound-lead-generation-guide-ht
http://www.howtofascinate.com
http://blog.hubspot.com/marketing/
beginner-inbound-lead-generation-guide-ht
Customer Relationship Management is Key
http://www.quicksprout.com/2014/03/28/5-seo-techniques-you-should-stop-using-
immediately/
http://pinterest.com/pin/93871973455399191/
http://blog.thecenterforsalesstrategy.com/blog/bid/149917/Inbound-
Marketing-101-The-Seven-Steps-to-Lead-Generation-Infographic
Content
http://searchengineland.com/content-seo-catch-22-3-steps-create-perfect-win-
BEGIN WITH THE END
IN MIND.
What is your end goal?
Porter Gale FUNNEL TEST
E-Commerce Education
Sweet Spot People
Change
Empower individuals with e-commerce wisdom and skills they can use
in sustaining business, advocacy, achieve better quality of life.
– Janette Toral
E-Learning Project started December 2012
Source: Business Model Generation book – http://businessmodelgeneration.com
E-‐Commerce Boot Camp Business Model Canvas
“Samurais” Teaching online

and oﬄine. Learn online for One-‐on-‐one. Real Estate
DigitalFilipino Site update one year Professionals,
Service
Club Members Consulta<on Self-‐service. Entrepreneurs,
Professionals
Adver<sing Can be taken Educators,
who would like
Schools Research anywhere, Group. Students who
to learn digital
any<me online. would like tto
o
marke<ng
Government learn digital
boost business.
Research-‐based Social network. marke<ng to
Event planners E-‐Learning Consulta<on E-‐mail. boost business.
plaForm and learning Online Boot
Communi<es Camp
Veteran player Start-‐Up 100 Mobile.
PRC -‐ later Project F2F Training
Telecommunica<on cost.
Site upgrades. Protégé membership
Adver<sing budget Face to Face Training fees
Webinar plaForm Start-‐Up 100 investment
Content development ECOM / DIM Summit
PROFILING AND
UNDERSTANDING
YOUR CUSTOMER
E-Learning Project started December 2012
Digital Marketing for Janette Toral
Real Estate Industry
Program
#4 understand your audience
PROFESSIONALS
What really counts: Get continuing Major preoccupation: Sustaining
leads-sales-referrers online. revenue / income. Growing family.
Worries: Not making a sale. Making ends meet.
Aspiration: Quality lifestyle. Industry recognition.
Friends say: “You
should market Environment: Many RESP
online.” marketing online.
Boss say: “Go where the Friends: Uses social media to

market online.
market is. Hit your quota.”
Market offers: Various digital
marketing and e-commerce
Influencers say: “Don’t training (generic in format)
hard sell or spam
online.”
Behavior towards Appearance:
others: Eager & open for Attitude in public:
Observant. May follow partnerships Competitive. Upbeat.
lead of others. online. Enthusiastic.
Fears: Not Frustration: Wants / Needs: Measure success:

competitive Obstacle: Managing Not getting Quality leads. Obstacle: Prioritizing Sales conversion.
with peers. time and resource. results. Top of mind. and managing tasks. Authority status.
E-COMMERCE PROJECT
MANAGEMENT
USING SCRUM
Janette Toral
http://digitalfilipino.com
Scrum in 100 words
• Scrum is an agile process that allows us to focus on
delivering the highest business value in the shortest
time.
• It allows us to rapidly and repeatedly inspect actual
working software (every two weeks to one month).
• The business sets the priorities. Teams self-organize to
determine the best way to deliver the highest priority
features.
• Every two weeks to a month anyone can see real
working software and decide to release it as is or
continue to enhance it for another sprint.
Mountain Goat Software, LLC

Scrum Characteristics

•  Self-organizing teams

•  Product progresses in a series of month-long
sprints

•  Requirements are captured as items in a list of
product backlog

•  No specific engineering practices prescribed

•  Uses generative rules to create an agile
environment for delivering projects

•  One of the agile processes


The Agile Manifesto–a statement of values

Individuals and
over Process and tools

interactions

Comprehensive
Working software
over
documentation

Customer
over Contract negotiation

collaboration

Responding to change
over Following a plan

Source: www.agilemanifesto.org
Project noise level

Far from
Agreement
Anarchy
Requirements
Complex
Source: Strategic Management and

Organizational Dynamics by Ralph
Stacey in Agile Software Development
with Scrum by Ken Schwaber and
Close to Simple Mike Beedle.
Agreement
Close to
Certainty
Certainty
Far from
Technology

Scrum
24 hours
Sprint
2-4 weeks
Sprint goal
Return
Sprint Potentially shippable
Return
Cancel backlog product increment
Gift
Coupons
wrap
Gift
Cancel
wrap Coupons
Product
backlog

Putting it all together

Image available at
www.mountaingoatsoftware.com/scrum
Sprints

•  Scrum projects make progress in a series of sprints

•  Analogous to Extreme Programming iterations

•  Typical duration is 2–4 weeks or a calendar month at most

•  A constant duration leads to a better rhythm

•  Product is designed, coded, and tested during the sprint


Sequential vs. overlapping development

Requirements Design Code Test
Rather than doing all

of one thing at a
time... ...Scrum teams do a
little of everything all
the time
Source: “The New New Product Development Game” by

Takeuchi and Nonaka. Harvard Business Review, January
1986.
No changes during a sprint

Change
•  Plan sprint durations around how long you can commit to

keeping change out of the sprint


Scrum framework

Roles
• Product owner
• ScrumMaster
• Team Ceremonies
• Sprint planning
• Sprint review
• Sprint retrospective
• Daily scrum meeting
Artifacts
• Product backlog
• Sprint backlog
• Burndown charts
Scrum framework

Roles
• Product owner
• ScrumMaster
• Sprint review
Artifacts
Product owner

•  Define the features of the product

•  Decide on release date and content

•  Be responsible for the profitability of the product (ROI)

•  Prioritize features according to market value

•  Adjust features and priority every iteration, as needed

•  Accept or reject work results


The ScrumMaster

•  Represents management to the project

•  Responsible for enacting Scrum values and
practices

•  Removes impediments

•  Ensure that the team is fully functional and
productive

•  Enable close cooperation across all roles and
functions

•  Shield the team from external interferences

The team

•  Typically 5-9 people

•  Cross-functional:

•  Programmers, testers, user experience designers,
etc.

•  Members should be full-time

•  May be exceptions (e.g., database administrator)


The team

•  Teams are self-organizing

•  Ideally, no titles but rarely a possibility

•  Membership should change only between
sprints

Scrum framework

Roles
• Product owner
• ScrumMaster
• Sprint review
Artifacts
Team
Sprint planning meeting
capacity

Sprint prioritization
Product •  Analyze and evaluate product Sprint

backlog
backlog goal

•  Select sprint goal
Business
conditions
Sprint planning
•  Decide how to achieve sprint
Current goal (design)
Sprint

product
•  Create sprint backlog (tasks) backlog

from product backlog items
(user stories / features)
Technology
•  Estimate sprint backlog in hours
Sprint planning

•  Team selects items from the product backlog they
can commit to completing

•  Sprint backlog is created

•  Tasks are identified and each is estimated (1-16 hours)

•  Collaboratively, not done alone by the ScrumMaster

•  High-level design is considered

As a vacation planner, I want

to see photos of the hotels. Code the middle tier (8 hours)
Code the user interface (4)
Write test fixtures (4)
Code the foo class (6)
Update performance tests (4)

The daily scrum

•  Parameters

•  Daily

•  15-minutes

•  Stand-up

•  Not for problem solving

•  Whole world is invited

•  Only team members, ScrumMaster, product owner, can talk

•  Helps avoid other unnecessary meetings


Everyone answers 3 questions

1
What did you do yesterday?
2
What will you do today?
3
Is anything in your way?
• These are not status for the ScrumMaster

•  They are commitments in front of peers


The sprint review

•  Team presents what it accomplished during the sprint

•  Typically takes the form of a demo of new features or
underlying architecture

•  Informal

•  2-hour prep time rule

•  No slides

•  Whole team participates

•  Invite the world


Sprint retrospective

•  Periodically take a look at what is and is not working

•  Typically 15–30 minutes

•  Done after every sprint

•  Whole team participates

•  ScrumMaster

•  Product owner

•  Team

•  Possibly customers and others


Start / Stop / Continue

•  Whole team gathers and discusses what they d like to:

Start doing

Stop doing

This is just one
of many ways to Continue doing

do a sprint
retrospective.

Scrum framework

Roles
• Product owner
• ScrumMaster
• Sprint review
Artifacts
Product backlog

•  The requirements

•  A list of all desired work on
the project

•  Ideally expressed such that
each item has value to the
users or customers of the
product

•  Prioritized by the product
owner

•  Reprioritized at the start of
This is the each sprint

product backlog

A sample product backlog

Backlog item
Estimate

Allow a guest to make a reservation
3

As a guest, I want to cancel a reservation.

5

As a guest, I want to change the dates of a

3

reservation.

As a hotel employee, I can run RevPAR
8

reports (revenue-per-available-room)

Improve exception handling
8

...
30

...
50


The sprint goal

•  A short statement of what the work will be focused on during
the sprint

Life Sciences
Support features necessary for
Database Application population genetics studies.
Make the application run on SQL

Server in addition to Oracle.
Financial services
Support more technical
indicators than company ABC
with real-time, streaming data.

Managing the sprint backlog

•  Individuals sign up for work of their own choosing

•  Work is never assigned

•  Estimated work remaining is updated daily


Managing the sprint backlog

•  Any team member can add, delete or change the
sprint backlog

•  Work for the sprint emerges

•  If work is unclear, define a sprint backlog item with
a larger amount of time and break it down later

•  Update work remaining as more becomes known


A sprint backlog

Tasks
Mon
Tues
Wed
Thur
Fri

Code the user interface 8 4 8
Code the middle tier 16 12 10 4
Test the middle tier 8 16 16 11 8
Write online help 12
Write the foo class 8 8 8 8 8
Add error logging 8 4

A sprint burndown chart

Hours

Tasks
Mon
Tues
Wed
Thur
Fri

Code the user interface 8 4 8
Code the middle tier 16 12 10 7
Test the middle tier 8 16 16 11 8
Write online help 12
50
40
30
20
Hours
10
0
Mon Tue Wed Thu Fri

Scalability

•  Typical individual team is 7 ± 2 people

•  Scalability comes from teams of teams

•  Factors in scaling

•  Type of application

•  Team size

•  Team dispersion

•  Project duration

•  Scrum has been used on multiple 500+ person
projects

Scaling through the Scrum of scrums


Scrum of scrums of scrums


Diversity wins
WHAT’S YOUR
PASSION, INTENTION,
AND PURPOSE?
Twitter:
@digitalfilipino
Facebook:
digitalfilipino
#dimbootcamp
CONTINUE THE
LEARNING JOURNEY!
http://digitalfilipino.com/

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#dimbootcamp

Sweet Spot People

“Samurais” Teaching online

Boss say: “Go where the Friends: Uses social media to

Fears: Not Frustration: Wants / Needs: Measure success:

Mountain Goat Software, LLC

Mountain Goat Software, LLC

Source: Strategic Management and

Mountain Goat Software, LLC

Mountain Goat Software, LLC

Mountain Goat Software, LLC

Requirements Design Code Test

Rather than doing all

Source: “The New New Product Development Game” by

• Plan sprint durations around how long you can commit to

Mountain Goat Software, LLC

Mountain Goat Software, LLC

Mountain Goat Software, LLC

• Teams are self-organizing

As a vacation planner, I want

Mountain Goat Software, LLC

• Not for problem solving

• Helps avoid other unnecessary meetings

Mountain Goat Software, LLC

Mountain Goat Software, LLC

• Whole team participates

Mountain Goat Software, LLC

Mountain Goat Software, LLC

Mountain Goat Software, LLC

As a guest, I want to cancel a reservation.

As a guest, I want to change the dates of a

Mountain Goat Software, LLC

Make the application run on SQL

Mountain Goat Software, LLC

• Estimated work remaining is updated daily

Mountain Goat Software, LLC

Mountain Goat Software, LLC

Mountain Goat Software, LLC

Mountain Goat Software, LLC

Mountain Goat Software, LLC

Mountain Goat Software, LLC

Mountain Goat Software, LLC

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•  Plan sprint durations around how long you can commit to

•  Teams are self-organizing

•  Not for problem solving

•  Helps avoid other unnecessary meetings

•  Whole team participates

•  Estimated work remaining is updated daily