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Product manager getting started guide

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What does it take to be a great product manager at a mobile, internet, new media or software company? Do you have the skills required? Perhaps you are already a PM and what to get to the next level at …

What does it take to be a great product manager at a mobile, internet, new media or software company? Do you have the skills required? Perhaps you are already a PM and what to get to the next level at your company? Attend this session and find out. Learn about the 4 "D's" of ownership and how to perform a personal gap analysis.

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Transcript

  • 1. The product manager getting started guide
    Mike Goos
    VP of Products, Alohar Mobile, Inc
    www.linkedin.com/in/mikegoos
    @mikegoos
  • 2. About Me
    2
    • VP of Products at Alohar Mobile (startup)
    • 3. Product management, marketing and UX
    • 4. 20 years of software product experience
    • 5. Alohar Mobile LBS Platform (coming soon)
    • 6. Line2 (formerly, Toktumi)
    • 7. Frog Design, frogApps group
    • 8. AOL.com
    • 9. Shopping.com (acquired by eBay)
    • 10. Geocities (acquired by Yahoo)
  • Getting Started
    3
  • 11. The 3 Answers
    4
    What is our product?
    Who is it for?
    Why is it valuable?
  • 12. Where do I Start?
    5
    Don’t be this guy
  • 13. Where do I Start?
    6
    Don’t be this gal
  • 14. Your Role
    7
    Product Manager
    Functional Skills
    Domain Expertise
    Take Ownership
  • 15. Functional Skills
    8
  • 16. Functional Skills
    Gathering Requirements & Feedback
    Being Objective
    Analyzing
    Prioritizing
    Focusing
    Influencing Team Members
    Making Decisions
    Communicating
    9
  • 17. Domain Expertise
    10
  • 18. Domain Expertise
    Market Segment
    Consumer, SMB, Enterprise, Developers, Europe
    Market Category
    eCommerce, Mobile, Social, Games, Video, SaaS
    Installed Base
    Customer interactions, Primary/secondary Research
    11
  • 19. Taking Ownership
    12
  • 20. Ownership
    You own a piece
    All pieces required
    Each piece highlightedper phase of process
    Entire pie is ownedby team
    13
  • 21. Ownership
    OK for a dog
    Not OK for a PM
    14
  • 22. Four D’s of Ownership
    Discussions
    Demonstrations
    Decisions
    Direction
    15
  • 23. Personal Gap Analysis
    16
  • 24. Personal Gap Analysis
    Product management disciplines
    Marketing
    Technical
    Business
    Communication Style
    Relevant for all experience levels
    17
  • 25. Personal Gap Analysis
    Marketing
    Segment vs. Category
    Size and rate of growth
    Direct/indirect competitors
    Points of differentiation
    Reviewer’s guide
    Technical
    Stack
    Trends
    Environment
    Performance benchmarks
    Business
    Business Cases
    Willingness to Pay
    Revenue Model
    Pricing
    Make/Buy/Partner
    Legal Environment
    Communication Style
    Internal/external audiences
    Written vs. Spoken
    Dominate or Listen
    18
  • 26. Michelle
    Previous role:
    Market research analyst
    Current role:
    Product manager for a consumer web app
    Current score:
    Marketing: B+
    Technical: C
    Business: B
    Communication Style: A
    19
  • 27. Maurice
    Previous role:
    Sr. Sales Engineer
    Current role:
    Product Lead for enterprise software
    Current score:
    Marketing: C-
    Technical: A
    Business: B-
    Communication Style: B-
    20
  • 28. You
    Any grading system
    By yourself or with manager
    Record a benchmark
    Set a realistic goal for future improvement
    6 Months
    12 Months
    21
  • 29. Tools
    22
  • 30. Tools
    Creation
    MS Office (not Project)
    Google Docs/Forms
    Gliffy
    Jing or Camtasia
    Collaboration
    Whiteboards
    Google Docs/Sites
    Social Networks
    Lunch
    23
  • 31. Training
    24
  • 32. Training
    Mentor
    Books
    Groups
    Product Camp
    LinkedIn
    Classes
    Pragmatic Marketing
    Sequent Learning Networks
    Pivotal Product Mgmt.
    280 Group
    25
  • 33. Summary
    26
  • 43. The Product Manager Getting Started Guide
    Mike Goos
    VP of Products, Alohar Mobile, Inc
    www.linkedin.com/in/mikegoos
    @mikegoos
    27
    Q+A