Product Management for Mobile Startup, Session 1

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This is Session 1 in a four-session series, covering product management basics, and developed for students at xlab, Tsinghua University. This session focuses on basic skills and user understanding.

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Product Management for Mobile Startup, Session 1

  1. 1. Product Management @ Mobile Internet Start-up Yue Zhuge Co-Founder/CEO Ivy Gallery March 13, 2014 3/19/2014 Yue Zhuge 1
  2. 2. A Four-session Series for Students at xlab, Tsinghua University Session 1: • Product management basics and skills Session 2: • From customer needs to quality product: requirements and design Session 3: • Project management and execution Session 4: • Product management at a start-up company 3/19/2014 Yue Zhuge 2
  3. 3. Functioning Teams in an Internet/Mobile Company • Engineering – PM: Product Manager – Developer – UI/UE – Test – Research/Scientist – Technical Architect – Data Analyst – Managers • Leader/CEO • Marketing • Operations • Business Development • Sales • HR/Recruiting 1 2 3 4 3/19/2014 Yue Zhuge 3
  4. 4. Background: Yue Zhuge Work Experience • 2013.5-present Co-Founder/CEO, Ivy Gallery • 2011.4-2012.4 Senior Director, Head of Product, Yahoo Beijing R&D • 2006.8-2011.4 Principle Group Program Manager, Microsoft Ad Platform China • 2003.4-2006.8 Senior Data Architect, Yahoo US • 2000-2003 Loudcloud, Escalate, Hitachi Research Education • PhD, MS Stanford University Computer Science • MS Stony Brook University Applied Math • Tsinghua University Computer Science 3/19/2014 Yue Zhuge 4
  5. 5. SESSION 1: PRODUCT MANAGEMENT BASICS AND SKILLS 3/19/2014 Yue Zhuge 5
  6. 6. Role of a Product Manager • Product Specification: Why and what to build • Product Design: How to build • Project Management: Build it right Requirements Design Execution 3/19/2014 Yue Zhuge 6
  7. 7. Role of a Product Manager in Reality Anything that no one is doing 3/19/2014 Yue Zhuge 7 Integration Selling the Product
  8. 8. Role of a Product Manager = Product Owner Engineering DesignBusiness 3/19/2014 Yue Zhuge 8
  9. 9. Four Major Product Functions User Understanding Product Specification Product Design Market Understanding 3/19/2014 Yue Zhuge 9
  10. 10. Where do Requirements Come From? • Users and customers – More direct and useful for startups – E.g., the need to browse a map offline • Market assessments – More strategic and good for larger projects – E.g., the growth of cloud 3/19/2014 Yue Zhuge 10
  11. 11. PM Task #1, User Understanding Targeted users: Describe your customers Persona: Specific users Use Case: Specific situations when the users will use your product 3/19/2014 Yue Zhuge 11
  12. 12. Example: Ivy Gallery Targeted Users Consumers/regular people US and other English speaking countries Has a smart phone (better) has a lot of photos and use clouds (better) likes to organize things 3/19/2014 Yue Zhuge 12
  13. 13. Ivy PersonaAnn • Ann Lewis • Female, 35 with two kids • Works part time as an editor • Likes cooking, shopping • Uses an iPhone 5, has around 1000 photos on the phone and some more on Flickr David • David Young • Male, 25, single with girlfriend • Works full time as a marketing manager • Likes travel and sports • Uses Nexus 5, has about 2000 photos on the phone, and 10k on Dropbox and Google Drive 3/19/2014 Yue Zhuge 13
  14. 14. Use Cases Ann holds a birthday party for her 5 year old daughter. She took some good photos of the kids. Those photos are automatically categories by Ivy as an event. Ann labels the event ‘Sara’s party’ and invites other parents in the party. Other parents join, and contribute their photos for the same events. Ann browsed them and downloaded a few great shots for her daughter. David went for a trip and took about three thousands photos. He saves all of them in Google Drive. Every day, he uses Ivy to browse the photos, which were already automatically grouped according to locations he visited. David labels the events and selects a few great photos to share on his Facebook. He then shares more photos privately with his girlfriend using Ivy. 3/19/2014 Yue Zhuge 14
  15. 15. Exercise and Break (user understanding questionnaire) 3/19/2014 Yue Zhuge 15
  16. 16. Reflect: What do we Gain from the Details • Many questions answered – E.g., how often do people need your product – E.g., what kind of mobile phones they use • Standpoint of the user – E.g., How difficult to use while driving – E.g., What’s his real pain point • What are we replacing – E.g., Is there an alternative to your solution – E.g., What the user will be spending time on if not using the product? 3/19/2014 Yue Zhuge 16
  17. 17. Benefits of Scenario-Based Design Help with prioritization: what should be completed first and together Helps to share the vision with the team: why we do something 3/19/2014 Yue Zhuge 17
  18. 18. Different Angles to Look at Users • Parents -- demographic • Travelers -- interest • Wedding Photographers -- profession • Cloud Users – habit • Build for them and target them 3/19/2014 Yue Zhuge 18
  19. 19. Four Major Product Functions Market Understanding Product Specification Product Design User Understanding 3/19/2014 Yue Zhuge 19
  20. 20. PM Task #2: Market Understanding • Market Landscape and Trends • Should you select a crowded or deserted area? • Positioning (will cover more in Session 4) • Competitors – What’s your unique strength and differentiators • Mass vs Vertical • Business model (will cover more in Session 4) 3/19/2014 Yue Zhuge 20
  21. 21. Market Trend Example 3/19/2014 Yue Zhuge 21
  22. 22. My Suggestion Select a growing domain Focus on one specific need 3/19/2014 Yue Zhuge 22
  23. 23. No One Majors in Product Management • Passionate product and design lover • Ability to see from other’s point of view • Insights and judgments • Detail oriented • Good communication • Technical understanding • Business understanding 3/19/2014 Yue Zhuge 23
  24. 24. Thank You! • Email: yue@ivy.ag • Twitter: @yuezhuge • Weibo: @诸葛越Yue 3/19/2014 Yue Zhuge 24

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