Agile Austin Distinguished Speaker Series

Event:              Agile Austin Distinguished Speaker Meeting

Date:                June 18, 2008

Time:               6:00 - 8:00 PM

Location:          Austin Community College, Highland Business Center Campus, Room 201. 5930 Middle Fiskville Rd.

Speaker:           Luke Hohmann – CEO, Enthiosys, Inc

Title:                      Converting Business Value into Actual Money 

Description     Luke is authoring a great presentation for Agile2008 on converting business value into actual money.  We have the unique opportunity to collaboratively discuss this draft topic with him before it gets presented and published at the conference in August.One of the central tenants of Agile practices is the emphasis on customer value. That’s great, but if you’re a product company then focusing on business value alone isn’t enough. You need to convert business value into actual money flowing into your company. Consider, for example, a company that offers their product through a perpetual license with an annual maintenance fee. Customers expect the product to continue to improve in every release. But if the company doesn’t understand how to extract more money from its customers for each release, pretty soon they won’t be able to keep releasing at all!Same structure, different rules for other kinds of products. Consider a Software as a service (SaaS) provider of software solutions that charges a monthly fee per user. Should the product simply keep getting better every month for the same price? This tutorial will provide concrete examples of how to structure backlogs and releases to ensure that while you’re providing business value to your customers, they’re equally motivated to recognize this business value and put more money back into your product. It will teach value exchange models (how your customers exchange money for value) and profit engines (how you make more money for providing more value) so that you can continue to practice Agile for a long time. 

Speaker Bio     Luke is a recognized expert on agile product management of software products and a former senior software product manager at four companies. He is also the author of three books and numerous articles on software product management. He is also a frequent speaker at software and other industry events.Before founding Enthiosys in 2003, Luke was vice president of business development in the U.S. for Aladdin Knowledge Systems; vice president of engineering and product development at Aurigin Systems Inc.; education technical director at ObjectSpace Inc.; and vice president of systems engineering at EDS Fleet Services.He loves his job, and is happiest when he’s helping his clients build great products and services. He’s especially enjoys watching clients get excited about creating new products and services as the result of playing Innovation Games® with their customers, integrating these into new product development practices, and creating them through architecturally sustainable Agile methods.Luke’s counsel is sought far and wide. He is currently a member of the Agile Alliance, having been involved for more than a decade in the Agile community. He has been a featured presenter at numerous conferences including the Software Development Best Practices 2006 and 2007 conferences, The Spring Experience, and The Better Software Conference & Expo. He has also been a guest lecturer at the University of California at Berkeley’s School of Information. He is a member of the Product Development and Management Association (PDMA), the Association for Computing Machinery (ACM), and the IEEE.Luke graduated magna cum laude with a B.S.E. in computer engineering and an M.S.E. in computer science and engineering from the University of Michigan. In addition to data structures and artificial intelligence, he studied cognitive psychology and organizational behavior. He is also a former National Junior Pairs Figure Skating Champion, as well as a certified aerobics instructor.  

Additional Information

Cost:                                      Free for members, $10 for others

Map & Directions:              The Highland Business Center Campus of Austin Community College is just west of the I35 / US290 / 2222 interchange at the intersection of Clayton Lane and Middle Fiskville Road.  From I35, exit to 2222 West, take 2nd right onto Middle Fiskville Road, then 1st left onto Clayton Lane, and then 1st left again into the campus parking lot.  From 2222 heading East, enter the I35 interchange, make a U Turn and follow the preceding directions.  (map)

More Info:                    or  


Networking                          6:00 - 6:30 PM

Presentation                        6:30 - 8:00 PM 

Proof of Attendance forms will be provided for PMI (PDU), ASQ (RU) and PDMA (PDH) re-certifications

Name Sales End Price
General Admission   Ended $10

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