Agile Pulse Model – Business goals

Business goals describe the efforts needed within a segment to strengthen the market position. Based on overall problems and opportunities product development efforts required to better
meet the customer needs are defined. An assessment is also done to define what the effort will achieve in increased profit during a limited period of a few years.

Result from Business goals workshop

Objectives and Key Results, OKR, for a segment and strategies that lead to fulfilment of the business goals through a breakdown of customer needs to
development goals. The efforts will later lead to initiation of one or more projects or assignments, which are unified in a program.

How results are to be generated

Work method. The results are generated in a group consisting of different roles and competencies. Use the nominal group technique. By working together in a group with broad competence, there is an exchange of knowledge and the creation of a common understanding of the situation.

Premises and material. Workshop room. Whiteboard, post-it
notes and pens/markers.

Step 1.

Draw a mind map on the whiteboard. Write the name of the segment of current interest in the middle and add information about last years turnover and margin. Select needs that are important for the customer and link them to the segment.

Some important customer needs you satisfy better than your competitors. These are your products’ strengths in the market. To further improve these do not necessarily provide any additional sales or higher price.

Other important customer needs your competitors satisfy better. These are your weaknesses that allow customers sometimes not to buy your products. Improving these will strengthen your market

There are also important customer needs that neither you nor your competitors can satisfy. If improved, these are your opportunities to gain market share.

Finally, there are customer needs that are currently not perceived as important by the customer but which have the potential to quickly change the meaning. If you currently do not satisfy these customer needs, they are future threats.

Step 2.

What are the greatest problems within this segment when it comes to meeting strong customer needs with your current products? What opportunities are there that would enable you to improve
customer satisfaction considerably?  Use all knowledge you have about your products, competitors, the market, new techniques and so on.

Problems and opportunities - Agile Pulse Model
Problems and opportunities


Group post-it notes with similar content and summarize each group with a heading.

Step 3.

Problems and opportunities mind map - Agile Pulse Model
Problems and opportunities mind map – Agile Pulse Model


It should now be possible to connect identified problems and opportunities to the previously identified customer needs in the mind map. Some problems and opportunities can be easier to link
to the company’s own profitability.

Step 4.

Set properties and target values for customer needs. The purpose here is to lay out what the needs mean to the customers in concrete terms and what target the customers think is acceptable. Work
with one customer need at a time. Write the identified properties and target values on the board.

Step 5.

Problems and opportunities mind map step 5 - Agile Pulse Model
Objectives and Key Results, OKR, for business

Redefine the problems and opportunities into development goals. What must be achieved with the development work initiated in order to resolve the identified problems and realize opportunities so
that customer needs are met to the level specified in step 4?

Step 6.

Set properties and target values for the identified development goals. The purpose here is to lay out in concrete terms how to meet customer needs, how development goals are to be gauged and how
far you wish to go during the time period in question.

Step 7.

How big is the financial potential of the segment? What can be achieved in upcoming years with the development efforts
identified? What ambitions are reasonable? Summarize the potential as a business goal for the segment in the centre
of the mind map together with a deadline.

Visually represent the results

Draw the mind map in PowerPoint. Affix it to the product pulse board.

Go from here

Next step, use the Business goals to do a Program Plan.

Back to Agile Pulse Model.

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Agile Pulse Model by Parmatur HB is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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