2. Presentation Flow
• Product Management
‐ what, why, who
• Product Manager skillsets
• Difference between Consumer & Enterprise
products
• Strategies for Hacking Growth
3. • Product Management is the function that
manages the product life cycle through
activities like planning, forecasting,
production, marketing.
• The Product Management role can have
different flavours
‐ engineering, design, sales, user acquisition,
marketing, data etc
4. • Product Managers have responsibility but no
authority
• They own the product, but don’t manage the
people building the product
The Product Management Dilemma
5. “A great product manager has the brain
of an engineer, the heart of a designer,
and the speech of a diplomat…”
6. “The best Product Managers become
CEOs of their products (minus P&L
responsibilities)…”
8. • Vision
‐ align org goals with market conditions & user needs
‐ ‘get’ the pulse of the product (think movie directors)
• Design
‐ give shape to the product: feature mix, user
experience
• Execution
‐ work with engineering, quality, marketing to deliver
9. Identifying a Good Product Manager
• Strong product sense/instinct
• Carries multiple points of views
• Communicates clearly
• Simplifies & prioritizes
• Measures & iterates
• Understands good design
• Writes effective copy
12. Product Managers: “The Art of Saying No”
• So many reasons to say yes
‐ “But the data looks good…”
‐ “But it’ll only take a few minutes….”
‐ “But this customer is about to quit…”
‐ “But we can just make it optional…”
‐ “But my cousin’s neighbour said…”
‐ “But we’re allowed to work on whatever we want…”
‐ “But 713,000 people said they want it…”
‐ “But we’ll achieve our monthly target…”
13. How to tackle casual product feedback
• One person's opinion (OPO)
‐ what if the one-person is Steve Jobs
• Strong suggestion
• Vocal minority phenomenon
• Mandate
https://www.linkedin.com/pulse/20140602024642-22330283-avoiding-the-unintended-
consequences-of-casual-feedback
14. 3 point thumb rule for product prioritization
• Product features (prioritizing for a product)
‐ Metrics movers
‐ Satisfiers
‐ Delighters
• Product Roadmap (prioritizing overall product plan)
‐ Core
‐ Strategic
‐ Venture
15. Both consumer & enterprise products
deliver user values & functionality but…
- Consumer: you build for end-users
Enterprise: you build for end-users & buyers
- Consumer: satisfies the user’s emotional need
Enterprise: workflow efficiency is focus
- Consumer: build what users love (partners: Eng/Design/Pdt.)
Enterprise: revenue driven (partners: Sales/Marketing)
- Consumer: often requires an artistic mindset
Enterprise: requires a business mindset
19. Three stages of startup growth….
• Initial period of slow or no growth
‐ startup tries to figure out what it's doing
• After product market fit
‐ rapid growth, reach as many people as possible
• Startup grows into a big company
‐ growth slows due limits of market size &
organizational bloat