INTRO TOPRODUCTMANAGEMENTWednesday, June 12, 13
WELCOME TOGENERAL ASSEMBLY.2INTRODUCTIONSWednesday, June 12, 13
AGENDA 3‣ Introductions all around‣ What’s a product manager?‣ Why PM matters‣ Core skills of a PM‣ Course info‣ Q & AWedn...
MEET ALLISON.INTRODUCTIONSWednesday, June 12, 13
ABOUT GENERAL ASSEMBLYINTRODUCTIONSWednesday, June 12, 13
OUR CORE VALUESINTRODUCTIONSWednesday, June 12, 13
PEOPLE BEFORE THEMACHINE.CORE VALUESWhile we value powerful ideas and innovative startups, the lifeblood of anycommunity i...
LEARNING BY DOING.CORE VALUESWe believe that self-actualization is gained through applied, hands- onexperience. We are her...
JOURNEY OVERDESTINATION.CORE VALUESGeneral Assembly is about the shared experience of fellow builders takingrisks — about ...
INTRODUCTIONSMEET YOURINSTRUCTOR10Wednesday, June 12, 13
INSTRUCTOR INTRODUCTION 11‣ thomas@pun.io, @dapunster‣ Apple: QuickTime, iChat, iTunes Store‣ Y Combinator: Nowmov, Nowbox...
INTRODUCTION TO CLASSMATES 12‣ Name‣ What industry are you in right now?‣ What are you most looking to take away from this...
PRODUCT MANAGER IS... 13‣ Voice of the customers‣ Gate keeper of the product‣ CEO of the productWednesday, June 12, 13
VOICE OF THE CUSTOMERS 14‣ In-house customer‣ Translate feedback into tangible actionsWednesday, June 12, 13
GATE KEEPER OF THE PRODUCT 15‣ Determine feature list‣ Use metrics to measure and iterate‣ Balance between technical and b...
CEO OF THE PRODUCT 16‣ Sell the vision‣ Motivate‣ Communicate‣ Make or break the productWednesday, June 12, 13
WHY PRODUCTMANAGEMENT MATTERS17Wednesday, June 12, 13
WHY? 18An entrepreneur is someone who creates new products and servicesunder conditions of extreme uncertainty. -- Eric Ri...
SO, WHAT DOES ITTAKE?19Wednesday, June 12, 13
CORE SKILLS 20Understand your users andanalyze the market to builda product that is bothdesirable and viableDevelop metric...
LET’S BREAK IT DOWN21Wednesday, June 12, 13
COURSE BREAKDOWN 1/2 22‣ Product Management Fundamentals‣ Process Types‣ Business Model‣ Market Sizing‣ Testing, Validatin...
COURSE BREAKDOWN 2/2 23‣ Ongoing Product Management‣ Financial Modeling‣ Product Roadmap‣ Metrics‣ Working with Stakeholde...
PRODUCT MANAGEMENTFUNDAMENTALS24Wednesday, June 12, 13
PRODUCT DEVELOPMENT CYCLE 25Iden%fy(Plan(Develop(Evaluate(Launch(Assess(Maintain(or(Kill(Wednesday, June 12, 13
PROCESS TYPES 26Wednesday, June 12, 13
Wednesday, June 12, 13
ADDRESSABLE MARKET SIZE 2849%14%15%22%Potential CustomersExpected PricexTOP DOWN BOTTOM UPWednesday, June 12, 13
TESTING, VALIDATING &BUILDING PRODUCTS29Wednesday, June 12, 13
USER RESEARCH 30Are they businesses? Consumers?WHO ARE MY USERS?Parents? Siblings? Friends?Demographics?Are they already s...
TYPES OF WIREFRAMES 31SKETCH LO-FI HI-FIWednesday, June 12, 13
STORYBOARDING 32WHAT CAN YOU COMMUNICATE?LAYOUT(WHAT IT LOOKS LIKE WHEN I...)FLOW(WHAT COMES NEXT WHEN I...)BEHAVIOR(WHAT ...
USABILITY TESTING 33Wednesday, June 12, 13
34THE MVP PHILOSOPHYTHE LEAST AMOUNT OF WORKYOU CAN DO TOLEARN THE MOST OFSOMETHING.MINIMAL VIABLE PRODUCTWednesday, June ...
35RISKS & ASSUMPTIONSRISKS & ASSUMPTIONSWILL PEOPLE SEE ENOUGH VALUE TO SPEND MONEY ON THIS?CAN I ATTAIN THE MATERIALS AND...
DISSECTING FEATURES 36BREAKING DOWN FEATURESWednesday, June 12, 13
ONGOINGPRODUCT MANAGEMENT37Wednesday, June 12, 13
FINANCE BASICS 38PROFITREVENUECOSTVOLUMEPRICEVARIABLECOSTFIXEDCOSTEXAMPLE PROFIT TREEWednesday, June 12, 13
KPIS & CUSTOMER CYCLE 39MEASURE YOUR CUSTOMER JOURNEY.AARRRACQUISITIONACTIVATIONRETENTIONREFERRALREVENUEWednesday, June 12...
TIMELINES 40PRODUCT ROADMAPS EVOLVE...LAUNCHPRODUCT/MARKETFITPRE-LAUNCH PRE-PRODUCT/MARKET FITPOST-PRODUCT/MARKET FITFeatu...
WORKING WITHSTAKEHOLDERS41Wednesday, June 12, 13
STAKEHOLDER MAPPING 42STAKEHOLDER GRIDLEVEL OF INTERESTLEVELOFINFLUENCEMEET THEIR NEEDS(SATISFACTION)KEY PLAYER(MANAGE CLO...
PROGRAMMING LANGUAGES & TERMINOLOGY 43<h1>PROGRAMMING LANGUAGES</h1><h2>FRONT-END WEB DEVELOPMENT</h2>HTML: STRUCTURE & CO...
INTRO TO PRODUCT SPEC 44TYPES OF PRODUCT DOCUMENTSWHY WHAT HOWMarketRequirements Doc(MRD)BusinessRequirements Doc(BRD)Prod...
What makes a slideshow particularly bad?• Graphs and charts are usually PowerPoint presentation gold: Theyre visual, infor...
READY TO GET YOUR HANDS DIRTY? 46‣ Final project‣ Learn by doing‣ Apply knowledge from eachlesson‣ Don’t (necessarily) nee...
WHAT DOES IT MEANTO BE A GA STUDENT?INTRODUCTIONSWednesday, June 12, 13
• Outcome focused• Practical, dynamic content• Strong, diverse community of makers• Personalized instruction and support• ...
• June 25th - August 29th, 2013• Meets Tuesdays & Thursdays from 7-9pm• Tuition is $25,000HKD• Payment plans available• No...
Q&AINTRODUCTION TO PROJECT MANAGEMENT 50Wednesday, June 12, 13
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Free Intro to Product Management

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Slides from the 1 hour introduction to GA's 10-week Product Management course starting June 25th in Hong Kong.

Taught by Thomas Pun, YCombinator alumni, Product Guy, Engineer, and overall Rock Star.

Details for the full course here: https://generalassemb.ly/education/product-management/hong-kong

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Free Intro to Product Management

  1. 1. INTRO TOPRODUCTMANAGEMENTWednesday, June 12, 13
  2. 2. WELCOME TOGENERAL ASSEMBLY.2INTRODUCTIONSWednesday, June 12, 13
  3. 3. AGENDA 3‣ Introductions all around‣ What’s a product manager?‣ Why PM matters‣ Core skills of a PM‣ Course info‣ Q & AWednesday, June 12, 13
  4. 4. MEET ALLISON.INTRODUCTIONSWednesday, June 12, 13
  5. 5. ABOUT GENERAL ASSEMBLYINTRODUCTIONSWednesday, June 12, 13
  6. 6. OUR CORE VALUESINTRODUCTIONSWednesday, June 12, 13
  7. 7. PEOPLE BEFORE THEMACHINE.CORE VALUESWhile we value powerful ideas and innovative startups, the lifeblood of anycommunity is the individuals involved. We believe in empathy and reciprocity— and that community can enable individual pursuits.Wednesday, June 12, 13
  8. 8. LEARNING BY DOING.CORE VALUESWe believe that self-actualization is gained through applied, hands- onexperience. We are here not to seek or to hope for the future, but activelyconstruct it with our hands. If we get it wrong, we modify and try again; realprogress only comes through reflection and relentless iteration.Wednesday, June 12, 13
  9. 9. JOURNEY OVERDESTINATION.CORE VALUESGeneral Assembly is about the shared experience of fellow builders takingrisks — about embracing failure as much as success. When great companiesfail, they’re gone forever. When great people fail, they learn from theirexperiences and go on to pursue new ventures with a greater chance ofsuccess.Wednesday, June 12, 13
  10. 10. INTRODUCTIONSMEET YOURINSTRUCTOR10Wednesday, June 12, 13
  11. 11. INSTRUCTOR INTRODUCTION 11‣ thomas@pun.io, @dapunster‣ Apple: QuickTime, iChat, iTunes Store‣ Y Combinator: Nowmov, Nowbox, DelightTHOMAS PUNWednesday, June 12, 13
  12. 12. INTRODUCTION TO CLASSMATES 12‣ Name‣ What industry are you in right now?‣ What are you most looking to take away from this course?‣ What is your current favorite tech product?Wednesday, June 12, 13
  13. 13. PRODUCT MANAGER IS... 13‣ Voice of the customers‣ Gate keeper of the product‣ CEO of the productWednesday, June 12, 13
  14. 14. VOICE OF THE CUSTOMERS 14‣ In-house customer‣ Translate feedback into tangible actionsWednesday, June 12, 13
  15. 15. GATE KEEPER OF THE PRODUCT 15‣ Determine feature list‣ Use metrics to measure and iterate‣ Balance between technical and business sides‣ Determine if a feature is good enough to shipWednesday, June 12, 13
  16. 16. CEO OF THE PRODUCT 16‣ Sell the vision‣ Motivate‣ Communicate‣ Make or break the productWednesday, June 12, 13
  17. 17. WHY PRODUCTMANAGEMENT MATTERS17Wednesday, June 12, 13
  18. 18. WHY? 18An entrepreneur is someone who creates new products and servicesunder conditions of extreme uncertainty. -- Eric Ries‣ Universal skill set‣ Build your own product‣ Run the business side of a startup‣ Career in product management‣ Hard work but extremely rewardingWednesday, June 12, 13
  19. 19. SO, WHAT DOES ITTAKE?19Wednesday, June 12, 13
  20. 20. CORE SKILLS 20Understand your users andanalyze the market to builda product that is bothdesirable and viableDevelop metrics tomeasure your success andmake tough decisionsCreate a roadmap andeffectively managecommunication with allstakeholdersWednesday, June 12, 13
  21. 21. LET’S BREAK IT DOWN21Wednesday, June 12, 13
  22. 22. COURSE BREAKDOWN 1/2 22‣ Product Management Fundamentals‣ Process Types‣ Business Model‣ Market Sizing‣ Testing, Validating and Building Products‣ User Research‣ Wireframing‣ Storyboarding‣ Usability Testing‣ MVPWednesday, June 12, 13
  23. 23. COURSE BREAKDOWN 2/2 23‣ Ongoing Product Management‣ Financial Modeling‣ Product Roadmap‣ Metrics‣ Working with Stakeholders‣ Stakeholders‣ Tools‣ Product Spec‣ PitchingWednesday, June 12, 13
  24. 24. PRODUCT MANAGEMENTFUNDAMENTALS24Wednesday, June 12, 13
  25. 25. PRODUCT DEVELOPMENT CYCLE 25Iden%fy(Plan(Develop(Evaluate(Launch(Assess(Maintain(or(Kill(Wednesday, June 12, 13
  26. 26. PROCESS TYPES 26Wednesday, June 12, 13
  27. 27. Wednesday, June 12, 13
  28. 28. ADDRESSABLE MARKET SIZE 2849%14%15%22%Potential CustomersExpected PricexTOP DOWN BOTTOM UPWednesday, June 12, 13
  29. 29. TESTING, VALIDATING &BUILDING PRODUCTS29Wednesday, June 12, 13
  30. 30. USER RESEARCH 30Are they businesses? Consumers?WHO ARE MY USERS?Parents? Siblings? Friends?Demographics?Are they already sharing photoson social media?WHAT ARE THEIR HABITS?Do they create content or justshare?Mobile or Desktop?WHERE ARE THEYACCESSING FROM?Where do they spend time?Is it a time of day?WHEN DO THEY NEEDYOUR PRODUCT?During a big moment in theirchild’s life?Do other products not meet thoseneeds?WHY DO THEY NEEDYOUR PRODUCT?Do other products exist to fittheir needs?One time download?HOW DO THEY ACCESSYOUR PRODUCT?Web App? iPhone app?Wednesday, June 12, 13
  31. 31. TYPES OF WIREFRAMES 31SKETCH LO-FI HI-FIWednesday, June 12, 13
  32. 32. STORYBOARDING 32WHAT CAN YOU COMMUNICATE?LAYOUT(WHAT IT LOOKS LIKE WHEN I...)FLOW(WHAT COMES NEXT WHEN I...)BEHAVIOR(WHAT HAPPENS WHEN...)Wednesday, June 12, 13
  33. 33. USABILITY TESTING 33Wednesday, June 12, 13
  34. 34. 34THE MVP PHILOSOPHYTHE LEAST AMOUNT OF WORKYOU CAN DO TOLEARN THE MOST OFSOMETHING.MINIMAL VIABLE PRODUCTWednesday, June 12, 13
  35. 35. 35RISKS & ASSUMPTIONSRISKS & ASSUMPTIONSWILL PEOPLE SEE ENOUGH VALUE TO SPEND MONEY ON THIS?CAN I ATTAIN THE MATERIALS AND RESOURCES TO MAKE THIS?CAN CONSUMERS EASILY REPLACE THISWITH A COMPETITOR?CAN THESE SCALE: BE MADE QUICKLYAND ON BUDGET?Wednesday, June 12, 13
  36. 36. DISSECTING FEATURES 36BREAKING DOWN FEATURESWednesday, June 12, 13
  37. 37. ONGOINGPRODUCT MANAGEMENT37Wednesday, June 12, 13
  38. 38. FINANCE BASICS 38PROFITREVENUECOSTVOLUMEPRICEVARIABLECOSTFIXEDCOSTEXAMPLE PROFIT TREEWednesday, June 12, 13
  39. 39. KPIS & CUSTOMER CYCLE 39MEASURE YOUR CUSTOMER JOURNEY.AARRRACQUISITIONACTIVATIONRETENTIONREFERRALREVENUEWednesday, June 12, 13
  40. 40. TIMELINES 40PRODUCT ROADMAPS EVOLVE...LAUNCHPRODUCT/MARKETFITPRE-LAUNCH PRE-PRODUCT/MARKET FITPOST-PRODUCT/MARKET FITFeature Prioritization Get to Product/Market Fit by:BuildingMeasuringLearningImprove:AARRROKRsWednesday, June 12, 13
  41. 41. WORKING WITHSTAKEHOLDERS41Wednesday, June 12, 13
  42. 42. STAKEHOLDER MAPPING 42STAKEHOLDER GRIDLEVEL OF INTERESTLEVELOFINFLUENCEMEET THEIR NEEDS(SATISFACTION)KEY PLAYER(MANAGE CLOSELY)KEEP INFORMED(SHOW CONSIDERATION)MINIMAL EFFORT(LEAST IMPORTANT)Wednesday, June 12, 13
  43. 43. PROGRAMMING LANGUAGES & TERMINOLOGY 43<h1>PROGRAMMING LANGUAGES</h1><h2>FRONT-END WEB DEVELOPMENT</h2>HTML: STRUCTURE & CONTENT (WHAT’S ON THE PAGE?);CSS: STYLING (HOW DOES IT LOOK?);JAVASCRIPT: RESPONSE & USER ACTIVITY (HOW DO YOU INTERACT?);<h2>BACK-END WEB DEVELOPMENT</h2>RUBY ON RAILSPYTHONPHPWednesday, June 12, 13
  44. 44. INTRO TO PRODUCT SPEC 44TYPES OF PRODUCT DOCUMENTSWHY WHAT HOWMarketRequirements Doc(MRD)BusinessRequirements Doc(BRD)ProductRequirements Doc(PRD)Functional Spec Doc(FSD)Technical Spec(TS)Functional Spec Doc(FSD)Wednesday, June 12, 13
  45. 45. What makes a slideshow particularly bad?• Graphs and charts are usually PowerPoint presentation gold: Theyre visual, informative, andhard to screw up. So, obviously, the more graphs and charts, the better--right? Like, say, 100graphs and charts. And to sweeten that deal, lets put all 100 of em on one slide. What could gowrong?• Or rather, what couldnt go wrong? The whole PowerPoint presentation on lung cancer surgeryis pretty bad, but this slide showing 100 charts neatly stacked like coffins in a ten-by-ten arraytakes the cake. Not only are the graphs so small as to be unreadable, but did we mention thereare 100 of them? Oh, and a slide heading that makes sense in English wouldve been nice• But all kidding aside, I see two important advantages of using PowerPoint or some equivalentvisual medium when presenting ideas. By using PowerPoint slides I am engaging two of theaudiences’ senses – hearing and seeing. I recall reading somewhere that the more senses youcan engage, the more likely the audience will absorb and retain what you have to communicate.• But more importantly, if I am clicking away my slides instead of burying my nose in the paper Iam reading, I can read the visual feedback and cues my audience is sending me. Am Iconnecting and communicating or are people checking their tweets, text messages, emails,surfing the net, etc.? Am I using jargon, acronyms, or terminology they are unfamiliar with? Do Ineed to re-phrase or re-state a point I just made because it is not clear? Am I droning on toolong on a particular point?• Are they all tired after a big lunch and about to fall asleep unless I raise my voice or energizethem? etc. etc. I also like to give the audience a copy of my slides in advance so they can jotdown questions next to the relevant slide, while the question is still fresh in their minds, or theycan make their own notes and comments in the margins.Wednesday, June 12, 13
  46. 46. READY TO GET YOUR HANDS DIRTY? 46‣ Final project‣ Learn by doing‣ Apply knowledge from eachlesson‣ Don’t (necessarily) needyour own ideaWednesday, June 12, 13
  47. 47. WHAT DOES IT MEANTO BE A GA STUDENT?INTRODUCTIONSWednesday, June 12, 13
  48. 48. • Outcome focused• Practical, dynamic content• Strong, diverse community of makers• Personalized instruction and support• 3 free classes to supplement your coursework• Permanent access to all course resources48GA STUDENT PERKSCOMMUNITYWednesday, June 12, 13
  49. 49. • June 25th - August 29th, 2013• Meets Tuesdays & Thursdays from 7-9pm• Tuition is $25,000HKD• Payment plans available• No pre-requisites• Class size is limited to 1549PRODUCT MANAGEMENT COURSETHE DETAILSWednesday, June 12, 13
  50. 50. Q&AINTRODUCTION TO PROJECT MANAGEMENT 50Wednesday, June 12, 13

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