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StartUP Product Meetup, SF, 16May2012

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Rich Mironov
Rich Mironov

Informal discussion about #prodmgmt role, challenges, overlap with product owner & project manager, promotional cycle, and getting into prodmgmt. Hosted by ProdmgmtTalk and Atlassian

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What Does a Product Manager Do? Rich Mironov StartUP Product Talks 16 May 2012 1 - StartUP Product Talks 2012 www.mironov.com
What Does a Product Manager Do? budgets, staff, strategy, forecasts, commitments, roadmaps, targets competitive intelligence Executives market information, priorities, requirements, roadmaps, MRDs, Field input, personas, user stories… Product Market feedback Management Mktg & Markets & Development Sales Customers software Segmentation, messages, benefits/features, pricing, qualification, demos… 2 - StartUP Product Talks 2012 www.mironov.com
Product Mgmt Planning Horizons many years Strategy years Exec Portfolio many mons Product PM Release 2-9 mon Sprint 2 wk Dev Team Daily 3 - StartUP Product Talks 2012 www.mironov.com
Pragmatic Marketing® Framework Dir, Prod Strategy Prod Mktg Mgr Business Marketing Positioning Plan Plan Market Market Buying Customer Pricing Problems Definition Process Acquisition Win/Loss Distribution Buy, Build Buyer Customer Analysis Strategy or Partner Personas Retention Distinctive Product Product User Program Competence Portfolio Profitability Personas Effectiveness Market Strategy Business Planning Programs Readiness Support Competitive Product Require- Launch Sales Presentations Innovation Landscape Roadmap ments Plan Process & Demos Technology Use Thought “Special” Collateral Assessment Scenarios Leadership Calls Status Lead Sales Event Dashboard Generation Tools Support Tech Prod Mgr Referrals & Channel Channel References Training Support 4 - StartUP Product Talks 2012 www.mironov.com © 1993-2009 Pragmatic Marketing, Inc. All rights reserved
Disjoint Communities Product Agile Community Managers Still nearly empty, very lonely 5 - StartUP Product Talks 2012 www.mironov.com
Agile’s Inner Loop (Development) After: Mike Cohn 6 - StartUP Product Talks 2012 www.mironov.com
Agile’s Strategic Outer Loop (PM) •Markets •Customers •Customers •Sales •Biz Models •Marketing •Strategy •Support •Portfolios •Upgrades •Funding •EOL/EOS 7 - StartUP Product Talks 2012 www.mironov.com
Product Owner’s Calendar 8 - StartUP Product Talks 2012 Connor, Rally Borrowed from Catherine www.mironov.com
“small p” product owner Executives priorities, requirements, personas, user stories… product owner Marketing/Sales Development Customers software 9 - StartUP Product Talks 2012 www.mironov.com
Product Owner Failure Modes Solo Product Owner fails the market if…  Weak on market realities  Pricing, packaging, selling, upgrades, service models, discounting, competitive dynamics  Missing from outbound teams: Marketing, Sales, Support  Trades off company-wide strategy for product features  Confuses showcase customers with broader market 10 - StartUP Product Talks 2012 www.mironov.com
Product Manager Failure Modes Solo Product Manager fails the agile team if…  Part-timer, not engaged with team  Lack of detail on stories  Stale backlog  Handwaving and bluster  Best of intentions, but pulled in too many directions  “Build what I meant” 11 - StartUP Product Talks 2012 www.mironov.com
Contact Information +1-650-315-7394 rich@mironov.com www.mironov.com @RichMironov www.linkedin.com/in/richmironov 12 - StartUP Product Talks 2012 www.mironov.com
About Rich Mironov  Veteran product manager/exec/strategist  Organizing product organizations  Business models, pricing, agile  “What do customers want?”  5 startups, including as CEO/founder  Author of “The Art of Product Management” and Product Bytes blog  Founded Product Camp, chaired first product stage at annual Agile conference 13 - StartUP Product Talks 2012 www.mironov.com
PO/PM Organizational Map GM - VP PM - VP Eng/CTO Product Management Organization product owners more market-focused more technical 14 - StartUP Product Talks 2012 www.mironov.com
One Problem, Two Viewpoints Two sides of the problem:  Product Managers tasked with what to build (and when)  Not-so-secretly worries about delivery, quality, completeness  Project/Program Managers tasked with how to deliver  Not-so-secretly worries about market success 15 - StartUP Product Talks 2012 www.mironov.com

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StartUP Product Meetup, SF, 16May2012

  • 1. What Does a Product Manager Do? Rich Mironov StartUP Product Talks 16 May 2012 1 - StartUP Product Talks 2012 www.mironov.com
  • 2. What Does a Product Manager Do? budgets, staff, strategy, forecasts, commitments, roadmaps, targets competitive intelligence Executives market information, priorities, requirements, roadmaps, MRDs, Field input, personas, user stories… Product Market feedback Management Mktg & Markets & Development Sales Customers software Segmentation, messages, benefits/features, pricing, qualification, demos… 2 - StartUP Product Talks 2012 www.mironov.com
  • 3. Product Mgmt Planning Horizons many years Strategy years Exec Portfolio many mons Product PM Release 2-9 mon Sprint 2 wk Dev Team Daily 3 - StartUP Product Talks 2012 www.mironov.com
  • 4. Pragmatic Marketing® Framework Dir, Prod Strategy Prod Mktg Mgr Business Marketing Positioning Plan Plan Market Market Buying Customer Pricing Problems Definition Process Acquisition Win/Loss Distribution Buy, Build Buyer Customer Analysis Strategy or Partner Personas Retention Distinctive Product Product User Program Competence Portfolio Profitability Personas Effectiveness Market Strategy Business Planning Programs Readiness Support Competitive Product Require- Launch Sales Presentations Innovation Landscape Roadmap ments Plan Process & Demos Technology Use Thought “Special” Collateral Assessment Scenarios Leadership Calls Status Lead Sales Event Dashboard Generation Tools Support Tech Prod Mgr Referrals & Channel Channel References Training Support 4 - StartUP Product Talks 2012 www.mironov.com © 1993-2009 Pragmatic Marketing, Inc. All rights reserved
  • 5. Disjoint Communities Product Agile Community Managers Still nearly empty, very lonely 5 - StartUP Product Talks 2012 www.mironov.com
  • 6. Agile’s Inner Loop (Development) After: Mike Cohn 6 - StartUP Product Talks 2012 www.mironov.com
  • 7. Agile’s Strategic Outer Loop (PM) •Markets •Customers •Customers •Sales •Biz Models •Marketing •Strategy •Support •Portfolios •Upgrades •Funding •EOL/EOS 7 - StartUP Product Talks 2012 www.mironov.com
  • 8. Product Owner’s Calendar 8 - StartUP Product Talks 2012 Connor, Rally Borrowed from Catherine www.mironov.com
  • 9. “small p” product owner Executives priorities, requirements, personas, user stories… product owner Marketing/Sales Development Customers software 9 - StartUP Product Talks 2012 www.mironov.com
  • 10. Product Owner Failure Modes Solo Product Owner fails the market if…  Weak on market realities  Pricing, packaging, selling, upgrades, service models, discounting, competitive dynamics  Missing from outbound teams: Marketing, Sales, Support  Trades off company-wide strategy for product features  Confuses showcase customers with broader market 10 - StartUP Product Talks 2012 www.mironov.com
  • 11. Product Manager Failure Modes Solo Product Manager fails the agile team if…  Part-timer, not engaged with team  Lack of detail on stories  Stale backlog  Handwaving and bluster  Best of intentions, but pulled in too many directions  “Build what I meant” 11 - StartUP Product Talks 2012 www.mironov.com
  • 12. Contact Information +1-650-315-7394 rich@mironov.com www.mironov.com @RichMironov www.linkedin.com/in/richmironov 12 - StartUP Product Talks 2012 www.mironov.com
  • 13. About Rich Mironov  Veteran product manager/exec/strategist  Organizing product organizations  Business models, pricing, agile  “What do customers want?”  5 startups, including as CEO/founder  Author of “The Art of Product Management” and Product Bytes blog  Founded Product Camp, chaired first product stage at annual Agile conference 13 - StartUP Product Talks 2012 www.mironov.com
  • 14. PO/PM Organizational Map GM - VP PM - VP Eng/CTO Product Management Organization product owners more market-focused more technical 14 - StartUP Product Talks 2012 www.mironov.com
  • 15. One Problem, Two Viewpoints Two sides of the problem:  Product Managers tasked with what to build (and when)  Not-so-secretly worries about delivery, quality, completeness  Project/Program Managers tasked with how to deliver  Not-so-secretly worries about market success 15 - StartUP Product Talks 2012 www.mironov.com

Editor's Notes

  1. Not cleanly divided. Good PMs and PgMs are intertwined.