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Early Stage Web Product Management
Dan Olsen
CEO, YourVersion
July 24, 2009
                        Copyright © 2009 YourVersion
What You Wanted to Hear About
                          1   2   3   4   5   6   7        8      9      10


             Usability


  Understanding user
        needs


  Prioritizing features


 Translating learnings
   from metrics into
        action
    Maximizing ROI on
      development
       resources
       Setting up and
     tracking the right
           metrics


             UI design



                                                      Copyright © 2009 YourVersion
Agenda
Understanding customer needs
Prioritizing, scoping, and maximizing ROI 
on engineering resources
UI design
Usability testing
Using metrics for optimization

  Will post slides to slideshare.net/dan_o
                                Copyright © 2009 YourVersion
My Background
Education
  BS, Electrical Engineering, Northwestern
  MS, Industrial Engineering, Virginia Tech
  MBA, Stanford
  PHP, MySQL, JavaScript, XHTML, CSS, UI design
18 years of Product Management Experience
  Managed submarine design for 5 years
  5 years at Intuit, led Quicken Product Management
  Led Product Management at Friendster
  Olsen Solutions LLC, PM consultant for startups
  CEO & Founder of YourVersion, real‐time discovery startup


                                         Copyright © 2009 YourVersion
For an Early Stage Startup,
  Which is More Important?


                 or


 Qualitative          Quantitative 
Information?          Information?
        “When you’re Small, 
         start with Qual!”
                         Copyright © 2009 YourVersion
How is developing Early Stage Products 
 Different from Later Stage Products?
With an early stage product, you have
WAY MORE uncertainty about:
  Who your target customers really are
  Which customer needs you should address
  How to best meet those needs
  What design works best
These are qualitative learnings/decisions
Quantitative is also valuable (later)
                              Copyright © 2009 YourVersion
What is Product Management?




                    Copyright © 2009 YourVersion
Product Management is
    Critical Link in Value Creation




Market            Product    Development 
• Current       Management      Team
  customers
• Prospective
  customers
• Competitors




                             Copyright © 2009 YourVersion
The Product Manager’s Job:
       A Successful Product
Be the expert on the market and the customer
Translate business objectives and customer 
needs into product requirements
Be the clearinghouse for all product ideas 
Work with team to design & build great product
Define and track key metrics
Identify, plan & prioritize product ideas to 
maximize ROI on engineering resources

                               Copyright © 2009 YourVersion
What’s the Formula
        for a Winning Product?
A product that:
   Meets customers’ needs
   Is better than other alternatives
   Is easy to use
   Has a good value/price




                                  Copyright © 2009 YourVersion
Problem Space vs. Solution Space
 Problem Space                  Solution Space
   A customer problem,            A specific 
   need, or benefit that the      implementation to 
   product should address         address the need or 
   A product requirement          product requirement
Example:
  Ability to write in space     NASA: space pen
  (zero gravity)                ($1 M R&D cost)
                                Russians: pencil

                                      Copyright © 2009 YourVersion
Problem Space vs. Solution Space
         Product Level
Problem Space       Solution Space
 (user benefit)       (product)

                      Pen and
  Prepare              paper
  my taxes

                     TurboTax
   File my
    taxes
                       TaxCut
                         Copyright © 2009 YourVersion
Problem Space vs. Solution Space
           Feature Level
Problem Space              Solution Space
 (user benefit)               (feature)
                               Gmail
 Make it easy                 importer
   to share a
 link with my
     friends
                  Design       Design             Design
                    #1           #2                 #3

                              Preview with  User can edit 
 Allow me to        Design     checkboxes before import
  reuse my
    email            #1           No                 No
   contacts          #2           Yes                No
                     #3           Yes                Yes
                                   Copyright © 2009 YourVersion
Types of Customer Benefits
Functional Benefits
  Allow the user to do something they couldn’t do before
  Deliver a benefit more quickly, conveniently, or cheaply
     Booking travel more easily (travel sites)
     Talking for less money (VOIP software)
Emotional Benefits
  Control (Quicken)
  Feeling informed (news sites)
  Confidence / security (anti‐virus software)
  Enjoyment / entertainment (YouTube)
  Self‐expression (MySpace, Facebook)


                                                 Copyright © 2009 YourVersion
The Customer Benefits “Ladder”

                          …which means one less thing to 
  Higher‐level
                          worry about in my hectic life
    benefit
(more abstract)
                          …which makes me feel more in 
                          control of my finances


                          …which gives me a clear picture 
                          of how much money I have


 Lower‐level              Quicken makes it easy for me 
   benefit                to balance my checkbook
(more specific)

                                 Copyright © 2009 YourVersion
How Do You Prioritize User Benefits 
     and Product Features?
Need a framework for prioritization
  Which user benefits should you address?
  Which product features to build (or improve)?
Importance vs. Satisfaction
  Importance of user need (problem space)
  Satisfaction with how well a product meets the 
  user’s need (solution space)
Opportunity =
High Importance need with low Satisfaction

                                    Copyright © 2009 YourVersion
What is Your Value Proposition?
  Which user benefits are you going to provide?
  How will your product be better than rest?
                Importance     Current User                            Upside
User Benefit      to User      Satisfaction                           Potential
               Low      High   –                    +
Benefit 1                                                               High

Benefit 2                                                               High
Benefit 3                                                               Low ?
                                                        opportunity

Benefit 4                                                               Med

Benefit 5                                                               Low ?
                                                        opportunity

Benefit 6                                                               Low
                                   Doesn’t matter
                                                           Copyright © 2009 YourVersion
Importance vs. Satisfaction
       Ask Users to Rate for Each Feature
              100                                                                      98
                                                                          Great
               95
                                                                        84 87
               90
                                   Bad                                    86
               85                                                  79   84
                                    55               70
                                                                   80
 Importance




               80

               75                                      72
                                                                   80
               70
                                                             75
               65

               60

               55
                         41
               50
                    40        50         60       70              80       90          100
                                              Satisfaction

Recommended reading: “What 
Customers Want” by Anthony Ulwick                                        Copyright © 2009 YourVersion
Kano Model: User Needs & Satisfaction
              User Satisfaction
                                  Delighter (wow)


                                                 Performance 
                                                (more is better)


 Need                                                    Need
not met                                                fully met
                                    Must Have


                                  Needs & features 
                                  migrate over time


             User Dissatisfaction         Copyright © 2009 YourVersion
Olsen’s Hierarchy of Web User Needs
       (adapted from Maslow)
    Customer’s Perspective                                What does it mean to us?

     How easy to use is it?                                  Usability & Design




                                        Satisfaction
                                        Increasing
     Does the functionality
                                                                 Feature Set
       meet my needs?


  Does the functionality work?
                                                              Absence of Bugs




                                        Dissatisfaction
                                        Decreasing
     Is the site fast enough?
                                                              Page Load Time


Is the site up when I want to use it?
                                                                    Uptime


                                                            Copyright © 2009 YourVersion
Prioritization and Scope
Customer value is only half the equation
How much engineering effort will it take?
Need to consider value and effort (ROI)
Ruthlessly prioritize: rank order
Be deliberate about scope & keep it small
  It’s easy to try to do too much
  Strategy = deciding what you’re NOT doing
  Break features down into smaller chunks
  Smaller scope → faster iterations → better
                                    Copyright © 2009 YourVersion
Have to Prioritize Across Multiple 
                  Dimensions At The Same Time

                                                        Ease of Use
Customer Value




                                              Quality


                              Functionality


                     Customer 
                   Understanding
                                     Time
                                                           Copyright © 2009 YourVersion
Prioritizing Product Ideas by ROI

                                         ?
Return (Value Created)




                         4
                                                 Idea D
                         3
                                Idea A Idea B
                         2
                                       Idea C
                         1
                                                 Idea F


                                  1     2     3     4
                              Investment (developer‐weeks)
                                                             Copyright © 2009 YourVersion
User Benefits vs. Ease of Use
Q: If two products equally deliver the exact 
same user benefits, which product is better?
A: The product that’s easier to use
‘Ease of use’ provides benefits
  Saves time
  Reduces cognitive load
  Reduces frustration
Not many companies excel at UI design
‘Ease of use’ can be differentiator
                                 Copyright © 2009 YourVersion
The Design Gap at Most Start‐ups

Level      Define      Design      Code

 1      Product Mgmt            Engineering

 2      Product Mgmt            Engineering

        Product Mgmt            Engineering


 3           PM                    Eng


                        UI
 4           PM                    Eng


                                Copyright © 2009 YourVersion
The UI Design Iceberg
  What most
  people see
  and react to                       Visual
                                     Design                      What good
                                                                 PMs and
                                                                 Designers
                                   Interaction                   think about
                                     Design

                                  Information
                                  Architecture

                                  Conceptual
                                    Design

Recommended reading: Jesse James Garrett’s
“Elements of User Experience” chart, free at www.jjg.net   Copyright © 2009 YourVersion
Elements of User Interface Design
Consists of Three Distinct Elements:
  Information Architecture
     Structure and layout at both site and page level
     How site is structured (sitemap)
     How site information is organized (site layout)
     How each page is organized (page layout)
  Interaction Design
     How user and product interact with one another
     User flows (e.g., navigation across multiple pages)
     User input (e.g., controls and form design)
  Visual Design
     “How it looks” vs. “What it is”, often called “chrome”
     Fonts, colors, graphical elements
                                              Copyright © 2009 YourVersion
Information Architecture
Documents used
  Sitemap
     Show how sections of website are organized
     Show major navigation patterns
  Wireframes
     Show the layout of components on a page
     Does NOT focus on visual design
         Black & White
         No graphics
     Templates for overall website and individual pages
Tools:  Visio, OmniGraffle, Axure, Powerpoint, Word, 
Excel, Photoshop, Balsamiq, WriteMaps, whiteboard

                                                  Copyright © 2009 YourVersion
Information Architecture
        Sitemap




                    Copyright © 2009 YourVersion
Information Architecture
        Sitemap




                    Copyright © 2009 YourVersion
Wireframe




            Copyright © 2009 YourVersion
Napkin Wireframe




              Copyright © 2009 YourVersion
Interaction Design
Documents used
  Flowchart
  Combination of Wireframes & Flowcharts
Tools:  Visio, OmniGraffle, Powerpoint, 
Photoshop, whiteboard
May build prototype using HTML, jQuery, 
Ruby on Rails, Flash, or paper
Usability testing can help find problems

                              Copyright © 2009 YourVersion
Flowchart showing conditional logic




                          Copyright © 2009 YourVersion
Napkin Flowchart




               Copyright © 2009 YourVersion
Combo Wireframe & Flowchart




                    Copyright © 2009 YourVersion
Visual Design
Documents used
  Mockups (aka comps)
Tools used:  Photoshop, Illustrator, 
Fireworks
Designer may also deliver HTML & CSS 
version (with no back‐end code)



                            Copyright © 2009 YourVersion
Visual Design
   Mockup




                Copyright © 2009 YourVersion
Visual Design
   UI Spec




                Copyright © 2009 YourVersion
Visual Design
Specifying Color Palette




                    Copyright © 2009 YourVersion
The Value of Usability Testing
Critical to talk with customers 1‐on‐1
Gain better understanding of
  Usability issues with your product
  Customer needs and problems
  What alternatives customers are using,
  pros & cons of each, customer preferences
  QA: use cases & bugs you haven’t seen
Really a “user learning” session
Make test as real for user as possible
                               Copyright © 2009 YourVersion
“Ramen” Usability for Startups
Anyone can do it!
Ingredients:
  1 user with their laptop
  1 desk
  1 person to conduct usability
  Pen and paper
  N optional observers
  N+2 chairs

                                  Copyright © 2009 YourVersion
Typical Format for Customer Session
5 ‐ 10 min: Ask questions to understand user 
needs and solutions they currently use
30 ‐ 50 min: Usability test
  Non‐directed as much as possible
  When necessary, direct user to attempt to 
  perform a specific task
5 ‐ 10 min: Wrap‐up
  Answer any user questions that came up
  Point out/explain features you want to highlight

                                     Copyright © 2009 YourVersion
Dos & Don’ts of Conducting Usability
Do
  Explain to the user:
     Their usability test will help improve the product
     Not to worry about hurting your feelings
     “Think Aloud Protocol”
  Ask user to attempt the task, then be a fly on the wall
  Ask non‐leading, open‐ended questions
  Take notes and review them afterwards for take‐aways
Don’t
  Ask leading questions
  “Help” the user or explain the UI (e.g., “click over here”)
  Respond to user frustration or questions (until test is over)
  Get defensive
  Blame the user
                                                   Copyright © 2009 YourVersion
Usability Case Study: Travel Sites
Consider 3 major travel sites
  Expedia, Travelocity, Orbitz
All 3 try to provide same user benefits
  Easily find flights that match your schedule
  Easily find the lowest price flights
UI Design differences make some better
Case study: round trip from San Fran to NYC
  Want to find best combo of price and airports
  3 possible airports for each city
  9 possible one‐way airport combinations
  81 possible round‐trip airport combinations
                                      Copyright © 2009 YourVersion
Expedia:
Only One Airport Combo at a Time

                                     • Have to 
                                     manually 
                                     check all 9 
                                     combos
                                     •3 clicks to 
                                     change airport
                                     •Then wait for 
                                     new results
                                     •24 clicks +
                                     8 page reloads 
                                     to see all 9 
                                     combos


                        Copyright © 2009 YourVersion
Travelocity:
Can Select which Airports to Include




                          Copyright © 2009 YourVersion
Travelocity:
Can only view results 1 combo at a time

                           • Clicking button brings up 
                           results for this combo
                           •Problem: browser Back 
                           button loses other 
                           airports!
                           •Have to go through 
                           ‘Change Search’ process =
                           9 clicks + 4 page reloads 
                           for each combo
                           •72 clicks + 32 page loads 
                           to see other 8 combos



                            Copyright © 2009 YourVersion
Orbitz:
Binary choices to include nearby airports

                            • Good news: all combos 
                            appear in results
                            •80‐mile radius might 
                            include airports I don’t 
                            want (3 for SFO, 5 for NYC) 
                            but turned out not to be 
                            an issue




                             Copyright © 2009 YourVersion
All 3 Travel Sites have Identical
   “Airline vs. Number of Stops” Price Grids

Expedia




Orbitz




Travelocity


                                Copyright © 2009 YourVersion
Options for Sorting Flight Results

                            Website
Can Sort By      Expedia Travelocity      Orbitz
Airline                       Y

Departure Time      Y         Y                Y

Arrival Time        Y         Y

Travel Time         Y         Y                Y

Price               Y         Y                Y

                                   Copyright © 2009 YourVersion
Summary Comparison of Travel Sites
User Benefit                  Expedia         Travelocity               Orbitz
Ability to include other 
                                 Yes               Yes                    Yes
nearby airports
Ability to pick specific          High             High
                                                                          Low
nearby airports              (by changing)   (can pre‐select)
Ease of seeing results 
                                 Med              Low                     High
for multiple airports
Ease of trading off 
                                 Low              High                   Med
airport combos vs. price
Airline vs. Number of 
                                 Yes               Yes                    Yes
Connections Price Grid
Flight Results Sorting 
                                 Med              High                    Low
Options
Overall ability to easily 
                                 Med              Low                     High
find best airport combo
                                                          Copyright © 2009 YourVersion
And now,
for something completely 
       different…
     Quantitative!
       (finally)


                     Copyright © 2009 YourVersion
Approaching Business as an 
    Optimization Exercise


Given reality as it exists today,
optimize our business results
subject to our resource constraints.




                            Copyright © 2009 YourVersion
Define the Equation of your Business
          “Peeling the Onion”
Advertising Business Model:
Profit = Revenue ‐ Cost

   Unique Visitors x  Ad Revenue per Visitor

                           Impressions/Visitor x  Effective CPM / 1000

                           Visits/Visitor  x  Pageviews/Visit  x  Impressions/PV

   New Visitors + Returning Visitors

   Invited Visitors + Uninvited Visitors

   # of Users Sending Invites  x  Invites Sent/User  x  Invite Conversion Rate


                                                          Copyright © 2009 YourVersion
Equation of your Business
          Subscription Business Model
Profit = Revenue ‐ Cost

   Paying Users x  Revenue per Paying User

   New Paying Users +  Repeat Paying Users

   Trial Users x  Conv Rate       Previous Paying Users  x  ( 1 – Cancellation Rate )

   ( SEO Visitors + SEM Visitors + Viral Visitors )  x  Trial Conversion Rate




                                                           Copyright © 2009 YourVersion
How to Track Your Metrics
Track each metric as daily time series
           Unique     Page       Ad      New User 
                                                         …
  Date     Visitors   views    Revenue   Sign‐ups
 4/24/08    10,100    29,600        25        490
 4/25/08    10,500    27,100        24        480
   …

Create ratios from primary metrics:  X / Y
  Example: How good is your registration page?
  Okay:    # of registered users per day
  Better: registration conversion rate =
           # registered users / # uniques to reg page
                                               Copyright © 2009 YourVersion
Sample Signup Page Yield Data
                                                Daily Signup Page Yield vs. Time
                                 New Registered Users divided by Unique Visitors to Signup Page

                          100%

                          90%

                          80%
Daily Signup Page Yield




                          70%

                          60%

                          50%

                          40%

                          30%                                                               Started requiring
                                                                                              registration

                          20%
                                                  Changed                     Added questions
                                                 messaging                     to signup page
                          10%

                           0%
                             1/31 2/14 2/28 3/14 3/28 4/11 4/25 5/9 5/23 6/6 6/20 7/4 7/18 8/1 8/15 8/29 9/12 9/26 10/1
                                                                                                                    0



                                                                                                   Copyright © 2009 YourVersion
Identifying the  “Critical Few” Metrics
  What are the metrics for your business?
  Where is current value for each metric? 
  How many resources to “move” each metric?
         Developer‐hours, time, money
  Which metrics have highest ROI opportunities?

           Metric A                Metric B                 Metric C
           Good ROI                Bad ROI                  Great ROI
Return




                         Return




                                               Return
           Investment             Investment              Investment

                                                   Copyright © 2009 YourVersion
Using Web Analytics Tools to 
      Understand Your Users
Tracking visitors and traffic
Seeing where users are clicking
Measuring key conversions
Monitoring user feedback




                             Copyright © 2009 YourVersion
Basic Tracking of Traffic:
                Google Analytics
•Unique 
visitors
•New vs. 
returning
•Pageviews
•Time on site
•Top referrers
•Top geos

                                  Copyright © 2009 YourVersion
Seeing Where Users are Clicking: 
           CrazyEgg Heatmap
•Shows Click 
Density
•Color indicates 
% of clicks
•See which links 
perform best
•See impact of 
UI changes

                            Copyright © 2009 YourVersion
Measuring Key Conversions:
           Conversion Funnel
•Tie user actions to 
business goals
•Instrument key steps in 
user flow
•See where users are 
dropping off
•Quantify improvement 
from changes

                             Copyright © 2009 YourVersion
Monitoring User Feedback 
            Quantitatively with Kampyle


    Unobtrusive
    Solicitation                  Average Grade over time
                   Simple popup




Average Grade 
for each page 
 on your site

                                   Copyright © 2009 YourVersion
Approaching UI Design Analytically
 Typical UI design question:
 “When using web pages, do users scroll down?”
   ‐ Yes
   ‐ No

 UI questions are never yes/no! (not binary)
 Should ask: “What percentage of users …?”
 UI changes impact your metrics
   Impact can be positive, negative, small, large
   Seek high‐ROI UI changes
                                       Copyright © 2009 YourVersion
The Fold: “Chrome” Takes Away Pixels




                                     Only
                                                    768
                                      600          pixels
                                     pixels




          1024 pixels     Copyright © 2009 YourVersion
Put Key Conversion Actions Above The Fold
          Landing Page A                 Landing Page B




                            The Fold
Key conversion action
is above the fold
                 Key conversion action
                 is below the fold

                                          Copyright © 2009 Olsen Solutions LLC
                                                 Copyright © 2009 YourVersion
The Fold Isn’t Binary Either

                                               768 px

                                                        The chrome steals 
% of Users



                                                         about 170 pixels


                                 600 px                     1024 px




             Data courtesy of ClickTale
             Free trial at www.clicktale.com                  Copyright © 2009 YourVersion
Analyze User Screen Height Distribution
 to Select Design Height for Key Pages
                                                    100%
                                                           600, 100%                 768, 92%
                                                    90%
  % of Users with Given (or Higher) Screen Height




                                                    80%

                                                    70%
                                                                                                        Going above
                                                    60%
                                                                                                      768 px = big drop 
                                                    50%

                                                    40%
                                                                                      772, 38%
                                                                                                  864, 29%
                                                    30%
                                                                                     807, 29%                           1024, 20%
                                                                                                866, 25%
                                                    20%
                                                                                                                 1000, 20%
                                                    10%
                                                                                                                             1030, 5%
                                                     0%
                                                       600      650    700     750    800       850    900   950     1000    1050   1100
                                                                             Page Design Height (pixels)
                                                                                Monitor Screen Height (pixels)

                                                                                                                      Copyright © 2009 YourVersion
Marrying UI Design with Metrics
Think of “Ease of use”
as distinct from the 
functionality
User Interface 
elements matter
  Position
  Layout
  Size
  Color
  Font
  Text copy
  Interaction design
  Navigation
                         Copyright © 2009 YourVersion
Automated Multivariate Testing:
  Google Website Optimizer




                       Copyright © 2009 YourVersion
Case Studies:
Translating Metrics Into Action




                       Copyright © 2009 YourVersion
Case Study 1: Quicken Brokerage
             Optimizing Sign In/Registration Flow
                    100%
             100%
                             Biggest 
             80%
                              drop
% of Users




                                62.3%
                                               58.8%
             60%
                                                                  50.9%



             40%                                                              34.4%          32.7%



             20%



              0%


                        Sign in /       Account        Cash vs.       5 Partner   3 Partner
                      Registration       Type          Margin           Pages       Pages
                                                                             Copyright © 2009 YourVersion
Mapping the Flow to See Where
            Users Were Dropping Off
 Open
Account
                                                           55%
    44%   Register                    Registration     (24% of Total)
                                        Process

                                      45% drop off
                                                                                    64%
                                      (20% of total)
                                                                                  of Total   Account 
                                                                                36% overall  Selection
                                          83%               30%                 drop off for 
    56%                               (46% of Total)    (14% of Total)           this step
          Sign in


                       Forget                  70%              Change            80%
                      Password             (32% of Total)      Password       (26% of Total)


                      17% drop off                            20% drop off
                     (10% of total)                           (6% of total)


                                                                         Copyright © 2009 YourVersion
Redesigned User Flow Improved 
Registration Conversion Rate 37%




             Released    37% improvement
            New Design   in conversion rate




                                Copyright © 2009 YourVersion
Case Study 2: Friendster
                      Optimizing Viral Growth
   % of users
    sending = 15%       Invites per                     Invite
     invites              sender = 2.3           click-through rate

             Active     Invite    Prospective   Click    Registration         Fail
             Users                   Users                Process
% of users
 who are                                                           Succeed
                                     Don’t
  active                             Click                         Conversion
                                                                      rate    = 85%
             Users



• Multiplied together, these metrics determine your viral ratio
• Which metric has highest ROI opportunity?

                                                         Copyright © 2009 YourVersion
The Upside Potential of a Metric
                                                                            ?




                100%                 100%
                 85%


                                      15%                            2.3
                   0                     0                            0
                  Registration      % of users sending              Avg # of invites 
                  Process Yield         invitations                 sent per sender

Max possible 
                0.15 / 0.85 = 18%   0.85 / 0.15 = 570%                ? / 2.3 = ?%
improvement

                                                          Copyright © 2009 YourVersion
Okay, so how can we improve the metric?
 How do we increase the average number of 
 invites being sent out per sender?
 For each idea:
   What’s the expected benefit? (how much will it 
   improve the metric?)
   What’s the expected cost? (how many engineer‐
   hours will it take?)
 You want to identify highest benefit/cost idea


                                     Copyright © 2009 YourVersion
Case Study 2: Friendster
Doubled Number of Invitations Sent per Sender




                                Copyright © 2009 YourVersion
Continuous
Improvement



          Copyright © 2009 YourVersion
Adding Metrics and Optimization to 
             your Product Process
                                                                 Site Level
           Business     Product       Prioritized 
Plan      Objectives   Objectives    Feature List


                                                      Scoping       Feature 
                                                                     Level

                                    Requirements 
Design                                & Design


                                        Code           Test        Launch
Develop

                                    Metrics & User 
Optimize                              Feedback
                                                       Copyright © 2009 YourVersion
Optimization through Iteration:
  Continuous Improvement
                   Measure
                  the metric


                                   Analyze
       Learning                   the metric
         Gaining knowledge:
         • Market                 Identify top 
         • Customer              opportunities
                                   to improve
         • Domain
         • Usability           Design & develop  
                               the enhancement


                 Launch the
                enhancement
                                  Copyright © 2009 YourVersion
Early Stage Product Management 
            Cheat Sheet
Truly understand your customer needs
Ruthlessly prioritize and launch v1
Talk with users 1‐on‐1 and get feedback
Define equation of your business
Identify and track key metrics
Identify opportunities & prioritize by ROI
Launch, learn, and iterate

                              Copyright © 2009 YourVersion
Questions?
@danolsen
dan@yourversion.com   www.yourversion.com
                             Copyright © 2009 YourVersion

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