Rob Dull/ Tools/ AI ProdOps/ Intake and funding
Operating model · Proposed

Where development ideas come from, and how they get funded

The nine tools on this site start from an initiative someone has already chosen. This page covers what happens before and around that: where ideas for development come from, how they're sorted, and how each kind of work gets funded. I'm designing it as a lightweight, Kanban-based alternative to traditional agile methods, with AI assisting four things: inputs, the workflow, verification, and support after release. It's a proposal, and the toolchain changes it calls for aren't built yet.

Scope

One portfolio, one value stream. Every portfolio is built around a single value stream with its own architecture, applications, teams and business concerns. Each portfolio runs this framework separately, with its own intake, lanes, funding gates and capacity split.

Some architecture spans portfolios. Everyone uses Jira, and most portfolios share enterprise front-end and back-end technology such as identity, a design system, the data platform and cloud infrastructure. I group those into six shared platform portfolios, each funded on its own, shown at the bottom of the diagram.

The framework on one page

Ideas come in at the top, get sorted once, and land in one of three places. Both funded lanes draw on the same delivery teams.

Where ideas come from One portfolio · one value stream
  • Market & technology

    • Macro and regulatory trends
    • Industry and segment research
    • Competitive intelligence
    • Technology research
  • Customer voice

    • User and UX research
    • Support and success
    • NPS, CSAT, reviews
    • Product analytics
  • Sales & marketing

    • Win/loss and lost deals
    • Deal and RFP requests
    • Marketing feedback
    • Partner and channel asks
  • Leadership & internal

    • Strategy and OKRs
    • Executive asks, internal comms
    • Budget targets
    • Legal, compliance, operations
  • Engineering & operations

    • Architecture and platforms
    • Tech debt and incidents
    • Security findings
    • Engineer proposals
Sort every input: How big is it? How much is still unknown?
Not actionable yet
Insight pool

Signals keep personas (01 Discover) and journeys (02 Map) current.

Feeds 03 Intake when a theme grows.

Bigger than one feature
Invest · new initiatives · planned as CapEx
  1. Shape03 Intake
  2. $Fund discovery2 to 8 weeks
  3. Validate03b
  4. $$Fund the build04 Justify, 05 Rank
  5. Schedule & spec06 Schedule, 07 Spec

Validate runs UX research, architecture work and a proof of concept to size the build before the second gate.

Fits in one feature
Run · fixes and enhancements · OpEx
FixSupport tickets, defects, incidents
EnhanceSmall features, usability, tech debt

Standing budget, no per-item approval

Deliver · shared capacity

08 Plan (Backlog Builder) → 09 Deliver (Build Planner) → Jira

Both lanes draw on the portfolio's teams.

Invest 60%Enhance 25%Fix 15%

Placeholder. Each portfolio's executives set its split.

Shared platform portfolios · each funded separately · used by every portfolio

Five input families

A source can start work, add evidence to work already moving, or both. The full list is below.

One sort, three exits

The size test is one feature: one to four team-weeks, the toolchain's own feature size. Signals that aren't actionable yet go to the insight pool.

Two funding gates

Invest pays twice. A small amount, fixed before work starts, buys discovery. A large amount buys the build, after discovery has sized it.

A standing run budget

Run work is ordered continuously against a fixed share of capacity, with no business case per ticket.

Where AI assists

AI drafts and people decide at each of the four points. Code recomputes every number a draft states, so a model's figures are never taken on trust.

PointWhat AI draftsWhat people ownStatus
InputsClusters tickets, account notes, research and reviews into themes, and proposes how each theme should be sorted, citing every excerpt. Code counts the tickets, accounts and revenue.The sort and its thresholdsProposed
WorkflowDrafts each step's document: initiative and epics, business case, ranking inputs, roadmap, requirements, backlog, batch plan, and a build prompt for each story. Code recomputes scores, the funding cutoff, requirement coverage, batch loads and dependency order.Review and edits at every step, and both funding decisionsBuilt, on sample data
VerificationToday, a named person must confirm or defer each assumed requirement before the backlog is built. Proposed: tests drafted from acceptance criteria, and a check that each build meets its requirements before release.Release approvalPartly built
Support after releaseSorts incoming tickets into Fix and Enhance, summarizes incidents, and compares results with the benefits plan set at Initiative Intake (03).Severity, on-call, and whether an initiative keeps its fundingProposed

Every input, and where it flows

Twenty-eight sources in five families. A filled dot means the source often starts work at that step. A ring means it adds evidence there.

Market research works at five levels

Each level answers a narrower question on a shorter clock, and lands at a different step.

Level 1

Macro

Economy, regulation, demographics

Horizon
3 to 10 years
Lands at
03 Intake, 07 Spec
Level 2

Industry

Category size, growth, analyst views

Horizon
1 to 3 years
Lands at
03 Intake, 04 Justify
Level 3

Segment

Who buys, and which needs go unmet

Horizon
Quarters
Lands at
01 Discover, 03 Intake
Level 4

Competitive

What rivals ship and charge

Horizon
Weeks to months
Lands at
05 Rank, Run-lane enhancements
Level 5

Technology

What has become possible or cheaper

Horizon
Months to years
Lands at
03 Intake, 03b Validate
Often starts work here Adds evidence here Insight Invest Run
InsightInvestRunDeliver
Source01Discover02Map03Intake03bValidate04Justify05Rank06Schedule07Spec08PlanFixqueueEnhancequeue09Deliver
Market & technology
Macro and regulatory trendsEconomy, policy, demographics
Industry and category researchAnalyst reports, market sizing
Segment researchNew or under-served buyers
Competitive intelligenceLaunches, pricing, feature gaps
Technology researchEmerging tech, vendor capabilities, cost curves
Customer voice
User research (generative)Interviews, field studies, jobs to be done
UX research (evaluative)Usability and prototype tests, accessibility audits
Customer supportTickets and chats
Customer successAccount health, renewals, escalations
Surveys and reviewsNPS, CSAT, app stores, community
Product analyticsFunnels, adoption, experiments
Sales & marketing
Win/loss analysisWhy deals close or don't
Deal requests and RFPsAsks tied to named deals
Marketing feedbackCampaign results, positioning and message tests
Launch and event datesConferences, campaigns, seasonal peaks
Partner and channel requestsIntegrations, reseller asks
Leadership & internal
Strategy and OKRsAnnual plan, Hoshin Kanri, board goals
Executive asks and internal commsChat, email, town halls
Budget and financial targetsBudget envelopes, cost-reduction goals
Internal users and operationsBack-office pain, process gaps
Legal and complianceRegulation, audits, contract terms
Engineering & operations
Portfolio architectureRunway, end of life, scalability
Shared platform portfoliosDelivery, cloud, security, data and AI, integration, digital experience
Technical debtAging code, upgrade backlog
Incidents and reliabilityPostmortems, missed service-level objectives
Security findingsPenetration tests, vulnerability scans
Delivery metricsCapacity, cycle time, DORA metrics
Engineer proposalsHackathons, spikes, design proposals

Fix and Enhance would both land in the Backlog Builder (08 Plan) through a run intake that doesn't exist yet. The 08 column under Invest is today's path, where a requirements document becomes the backlog.

Invest lane: pay to learn, then pay to build

A large initiative gets two funding decisions. The first is small and fixed before work starts. It pays for the UX research, architecture and proof of concept needed to size the second, which is large.

  1. Gate 1 · $

    Fund discovery

    Two to eight weeks, sized to the unknowns, with a small team: a designer, an architect, one or two engineers and a product manager. The length is set at the gate and holds, so the cost is known before anyone approves it.

  2. 03b · Validate

    Test the riskiest assumptions

    Initiative Intake (03) already records each epic's riskiest demand, feasibility and viability assumptions. Discovery tests them.

  3. Readout

    Proceed, pivot or stop

    Scope in and out, an estimate range, the architecture runway, and the risks that remain. Stopping here is a good outcome, because the loss is small and known.

  4. Gate 2 · $$

    Fund the build

    The business case (04 Justify) is built on the readout and ranked (05 Rank). Money is released milestone by milestone from the roadmap (06 Schedule), so each release is a checkpoint.

Discovery trackTestsWorkGives the business case
UX and user researchDemand: will people want it and use it?Concept and prototype tests, journey validationScope: what's in and what's out
ArchitectureFeasibility: can we build and run it?Target-state design, integration spikes, key non-functional requirementsRunway epics, dependencies, non-functional requirements
Proof of conceptFeasibility: the single riskiest unknownBuild the hardest piece at small scale and measure itAn estimate range from actual build data
BusinessViability: is it worth it?Cost model, pricing, conversations with design-partner customersCost, benefits and KPI baselines
A note for finance

The budget lane and the accounting treatment are separate questions. Invest is planned as CapEx. Under US GAAP for internal-use software, FASB's ASU 2025-06 starts capitalization once management has authorized and committed to funding a project and it's probable the project will be completed and the software used as intended.1 The threshold isn't met while significant development uncertainty remains, such as unproven functions that coding and testing haven't resolved yet, or significant performance requirements that are still being substantially revised.2

So discovery and proof-of-concept work is usually expensed, and it's also the work that clears the way to capitalize the build. The update applies to annual periods beginning after December 15, 2027, with early adoption allowed.2 Software sold to customers follows different rules, and so do IFRS reporters. Each company's controller makes the call.

Run lane: a standing budget, two queues

Run work is funded as a fixed share of team capacity. Items are ordered against each other continuously, with no business case per item.

Fix

What
Support tickets, defects, incidents, security findings
Ordered by
Severity, with response targets
Today
No way in. Tickets reach the Backlog Builder only as cited edge cases on stories that already exist.

Enhance

What
Small features asked for by customers, customer success, sales and partners; usability findings; competitive gaps; tech debt
Ordered by
A light monthly score that uses counted demand (tickets, accounts, revenue) taken from source records, never estimated by a model
Today
No way in. The Backlog Builder only accepts a requirements document.

Shared platform portfolios

Six themes, each funded as its own portfolio. Their customers are the value-stream portfolios, which take platform changes to the platform's intake as requests and track them in their own roadmap as dependencies.

PortfolioWhat's in itMain customers
Software Delivery PlatformJira configuration, source control, CI/CD, test frameworks and environments, supply-chain security scanning, feature flags, release verification, observability and on-call, DORA and flow metrics, a developer portal, guardrails for AI coding assistantsEngineering teams
Cloud & InfrastructureCloud accounts and landing zones, networking, containers, managed databases, backup and disaster recovery, cloud cost managementApplications at runtime
Security & IdentityCustomer and workforce sign-on, multi-factor authentication, access control, secrets and keys, security monitoring, vulnerability management, privacy and consentEveryone
Data & AI PlatformWarehouse or lakehouse, data pipelines, event streaming, catalog and governance, BI, analytics instrumentation, model hosting, a model gateway and evaluation toolsAnalysts, data scientists, AI features
Integration & APIsAPI gateway, partner API portal, messaging and events, an integration platform, B2B and partner integrations, webhooksPartners and other systems
Digital Experience PlatformDesign system and components, front-end frameworks, content management, notifications, search, localization, accessibility standardsEnd users, through every interface

Two more groups usually stay with corporate IT, outside this framework: the digital workplace (chat, email, office suites, laptops) and corporate systems of record (ERP, CRM, HR and finance, often including payments and billing).

Run as a Kanban system

Both lanes are boards with work-in-progress limits. Work moves when the next column has room, and teams deliver in batches of two days to two weeks. There's no fixed planning cycle to commit to.

Invest board
  1. Sorted
  2. Shaping03 Intake
  3. ValidatingWIP limit · 03b
  4. Ready for build funding
  5. In deliveryWIP limit
  6. Measuring benefits
  7. Done
Run board
  1. Sorted
  2. Ready
  3. In progressWIP limit
  4. Verifying
  5. Released
  6. Done

Where the ideas come from

Each part of the framework builds on published work. This is where each idea started, and how the framework uses it. What it adds is the AI layer: each step drafted from cited evidence, every number recomputed in code, and a named person making each decision.

IdeaHow this framework uses itWhere it comes from
Value streamsOne portfolio per value streamLean Enterprise Institute, definition of a value stream3
Resources made available as needed, without fixed annual budget allocationsExecutives set each portfolio's split, and initiatives earn discovery money before build moneyThe Beyond Budgeting principles4
Stream-aligned teams, and platforms run as productsValue-stream portfolios and the six shared platform portfoliosMatthew Skelton and Manuel Pais, Team Topologies5
Pull, limits on work in progress, explicit policiesThe Invest and Run boards, replenished at the weekly intake reviewThe Kanban Method, from David J. Anderson's work6
Flow metricsCycle time, throughput, work in progress and work-item age on both boardsThe Kanban Guide7
Flow distribution across kinds of workThe Invest, Enhance and Fix splitMik Kersten, Project to Product, and its Flow Framework8
Cost of delay, and weighted shortest job first (WSJF)Ranking epics in the Epic Prioritizer (built)Donald G. Reinertsen, The Principles of Product Development Flow (2009)9, with Joshua Arnold's cost of delay divided by duration10
RICE scoringThe alternative score in the Epic Prioritizer (built)Sean McBride, Intercom11
Desirability, feasibility and viabilityThe riskiest assumptions recorded at 03 Intake, and the 03b Validate tracksIDEO's design thinking12
Minimum viable product; build, measure, learn; pivot or persevereThe Validate readout: proceed, pivot or stopEric Ries, The Lean Startup13
Appetite, the betting table, and the circuit breakerA discovery time-box that holds once set, and funding gates treated as betsRyan Singer, Shape Up14
Software delivery performance metricsHow the Software Delivery Platform measures itselfDORA15

What it would change in the toolchain

ChangeWhereStatus
Sort each input by size and uncertainty. This can start as a weekly intake review before it becomes a tool.A new front stepNew
Tie every run to one portfolio, and show dependencies on shared platforms as cross-portfolio enablers. Today there's one implied portfolio.03 Intake, 06 ScheduleChange
Let signals keep personas and journeys current between initiatives01 Discover, 02 MapPartly exists
A discovery plan and readout, built from Initiative Intake's riskiest assumptionsNew step 03b ValidateNew
Build the business case on the readout, with the estimate as a range04 JustifyChange
Two funding decisions: discovery first, then the build released by milestone03 Intake, 05 Rank, 06 ScheduleChange
A run intake that takes tickets and requests straight into the backlog08 PlanNew
Each batch holds the portfolio's capacity split09 DeliverChange

The choices behind it

01

Continuous flow.

Both lanes run as Kanban boards with WIP limits. Teams deliver in batches of two days to two weeks, with no fixed planning cycles and no added roles.

02

The line between Invest and Run is one feature.

One to four team-weeks. It matches the toolchain's own feature size, so the sort uses a unit the tools already understand.

03

Discovery is time-boxed at two to eight weeks.

The first gate picks the length to fit the unknowns: about two weeks for one technical question, up to eight for a new product area. The length holds once it's picked, so the gate approves a known cost.

04

Discovery gets its own step, 03b Validate.

It has its own outputs and its own funding gate. Numbering it 03b keeps every existing step number and link stable.

05

The capacity split belongs to executives.

Each portfolio's executives set its split, and it will differ by portfolio. A new product may run mostly Invest, while a mature one with a heavy support load may carry more Run. The 60/25/15 in the diagram is only a placeholder.

06

Shared platforms are portfolios too.

They're funded on their own, grouped by theme, with the value-stream portfolios as their customers.

Sources

  1. FASB, Accounting Standards Update 2025-06, Intangibles: Goodwill and Other, Internal-Use Software (Subtopic 350-40), September 2025.
  2. PKF O'Connor Davies, FASB's internal-use software guidance: what companies need to know.
  3. Lean Enterprise Institute, Value Stream, Lean Lexicon.
  4. Beyond Budgeting Institute, The Beyond Budgeting principles.
  5. Team Topologies, Key concepts, from Matthew Skelton and Manuel Pais, Team Topologies (2019).
  6. Kanban University, The Official Guide to The Kanban Method; David J. Anderson, Kanban: Successful Evolutionary Change for Your Technology Business (2010).
  7. John Coleman, Daniel Vacanti and others, The Kanban Guide (May 2025).
  8. IT Revolution, Project to Product, on Mik Kersten, Project to Product (2018).
  9. Donald G. Reinertsen, The Principles of Product Development Flow: Second Generation Lean Product Development (Celeritas, 2009).
  10. Joshua Arnold, Black Swan Farming, Cost of Delay Divided by Duration.
  11. Sean McBride, RICE: Simple prioritization for product managers, Intercom.
  12. IDEO, Design Thinking: introduction.
  13. Eric Ries, The Lean Startup: principles.
  14. Ryan Singer, Shape Up (Basecamp, 2019), especially Set Boundaries and The Betting Table.
  15. DORA, DORA's software delivery performance metrics.