Product Camp LA Keynote - 1 March 2014

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Keynote from Product Camp LA 2014. Maps out good / better / best for various dimensions of tech product management and introduces lighthearted idea of "minimum viable product management." Mostly images and big ideas, rather than detailed checklists or how-to.

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Product Camp LA Keynote - 1 March 2014

  1. 1. CLICK TO EDIT MASTER TITLE STYLE Product Management: Good, Better, Best Rich Mironov 1 March 2014 1 ©  Rich  Mironov,  2014  
  2. 2. •  Veteran product manager/executive •  6 startups, including as CEO •  “The Art of Product Management” •  First Product Camp, first product tracks at Agile conference ABOUT RICH MIRONOV 2P C a m p . L A 1 M a r 1 4
  3. 3. •  Focus on deliverables and processes •  Engineering and Marketing notice promptness before quality •  But great product management >> deliverables •  We earn our pay by making hard decisions HARD TO QUANTIFY PRODUCT MANAGEMENT EXCELLENCE 3P C a m p . L A 1 M a r 1 4
  4. 4. REQUIRED SPORTS ANALOGY: [1] LEARN THE BASICS 4P C a m p . L A 1 M a r 1 4
  5. 5. [2] TECHNICAL MASTERY 5P C a m p . L A 1 M a r 1 4
  6. 6. [3] BRILLIANCE >> TECHNIQUE 6P C a m p . L A 1 M a r 1 4
  7. 7. •  “Minimally viable product manager” •  Learn the tools, keep the product process flowing •  Technical mastery •  Best practices, efficient processes, successful products •  Strategist •  Creative solutions, competitive advantage, seeing around corners GOOD, BETTER, GREAT PRODUCT MANAGEMENT 7P C a m p . L A 1 M a r 1 4
  8. 8. •  Market insight •  Agile •  Pricing •  Organizational thinking FOUR ASPECTS P C a m p . L A 1 M a r 1 4 8
  9. 9. “Daddy said that customers will want this.” MINIMALLY VIABLE MARKET INSIGHT 9P C a m p . L A 1 M a r 1 4
  10. 10. TECHNICAL MASTERY: KNOWN MARKETS, UNDERSTOOD NEEDS 10P C a m p . L A 1 M a r 1 4
  11. 11. DEEPLY CHANNELING CUSTOMER NEEDS 11P C a m p . L A 1 M a r 1 4
  12. 12. •  Choose a model •  Play your part •  Make some music MINIMALLY VIABLE AGILE PRODUCT OWNERSHIP 12P C a m p . L A 1 M a r 1 4
  13. 13. •  Teamwork •  Right-sized stories •  Groomed backlog •  Efficient planning •  Harmony TECHNICAL MASTERY OF AGILE PRODUCT OWNERSHIP 13P C a m p . L A 1 M a r 1 4
  14. 14. •  Whole team contributes to market insights •  “Customer problems are we trying to solve” instead of “what customers asked for” TRANSCENDING TEXTBOOK PROCESSES 14P C a m p . L A 1 M a r 1 4
  15. 15. We have a price •  Matches competition •  Doesn’t delay launch MINIMALLY VIABLE PRICING 15P C a m p . L A 1 M a r 1 4 B2B:  $20   per  month   per  user  
  16. 16. Apply well- known models correctly TECHNICAL MASTERY OF PRICING 16P C a m p . L A 1 M a r 1 4     Basic   Expanded   Advanced   Core  feature  #1   √   √   √   Core  feature  #2   √   √   √   Core  feature  #3   √   √   √   Baseline  support  (5*8,  email)   √   √   √   Baseline  capacity   √   √   √   Monthly  newsleFer   √   √   √   Major  upgrade  feature       √   √   Cool  feature       √   √   Extra  capacity       √   √   Expanded  service  hours  (6*12)       √   √   Professional  feature           √   Tons  of  capacity           √   Concierge  service  (24*7,  phone)       √   Golf  with  sales  rep           √   CEO  welcome  leFer           √  
  17. 17. New pricing model changes basis of competition STRATEGIC MARKETPLACE DISRUPTION THROUGH PRICING 17P C a m p . L A 1 M a r 1 4
  18. 18. 18P C a m p . L A 1 M a r 1 4
  19. 19. •  Plays well with others •  Sales is willing to invite to customer meetings MINIMALLY VIABLE ORGANIZATIONAL SKILLS 19P C a m p . L A 1 M a r 1 4
  20. 20. •  Knows what motivates stakeholders and team •  Smoothly leads without authority •  Understands org charts and organizational structures TECHNICAL MASTERY OF ORGANIZATIONAL MODELS 20P C a m p . L A 1 M a r 1 4
  21. 21. •  Sorts roles from personalities, anticipates behaviors •  Coaches across all levels and functions •  Given our executive team, how should we be structured? STRATEGIC INSIGHT INTO PEOPLE AND ORGANIZATIONS 21P C a m p . L A 1 M a r 1 4
  22. 22. Deeply understands customer needs… Can quantify the value of solutions… Partners to get great product built… Gently manages the organization… Helps customers discover/appreciate/buy SO A GREAT PRODUCT MANAGER… 22P C a m p . L A 1 M a r 1 4
  23. 23. CLICK TO EDIT MASTER TITLE STYLE CONTACT Rich Mironov San Francisco, CA 94102 RichMironov   @RichMironov Rich@Mironov.com   P C a m p . L A 1 M a r 1 4 23

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