What is Product Management
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What is Product Management

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Talk I gave at ProductTank Edinburgh as an introduction to product management based on my own definition and great quotes from others.

Talk I gave at ProductTank Edinburgh as an introduction to product management based on my own definition and great quotes from others.

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Transcript

  • 1. What isProductManagement? #ProductTank
  • 2. rik in
  • 3.   E tin ssonM art fgmar @b
  • 4. dressmart.co
  • 5. What isProduct Management?
  • 6. Customer Technology Business
  • 7. Customer Technology You
  • 8.   are here Business
  • 9. “ the role of a product manager is to discover a product that is valuable, ” usable and feasible
  • 10. “ the role of a product manager is to discover a product that is valuable, ” usable and feasible Marty Cagan, Inspired: How To Create Products Customers Love
  • 11. “It’s in Apple’s DNA thattechnology alone is notenough - it’s technology ”married with liberal arts
  • 12. “It’s in Apple’s DNA thattechnology alone is notenough - it’s technology ”married with liberal arts Steve Jobs
  • 13. But what do you actually do?
  • 14. Customer
  • 15. Cu st om er scompany
  • 16. s er om Product
  • 17.   st ManagerCu company
  • 18. s er om Product
  • 19.   st ManagerCu company
  • 20. Who is it for? What problem does it solve? How do we solve that problem?
  • 21. Who? What? How?Psychographics Research Problem/SolutionDemographics Ethnographics VisionBehaviour Heuristics Design
  • 22. Business
  • 23. Product vision
  • 24. FoundersCustomer Services Market Research Sales Trends Product vision Marketing Users Technology Competitors Metrics
  • 25. Define a product vision
  • 26. Define a product vision
  • 27. Define a product vision Figure out how to build it x 12 = + x1
  • 28. 1. Vision2. Communicate3. Prioritise4. Build it
  • 29. 1. Vision2. Communicate3. Prioritise4. Build it
  • 30. 1. Vision2. Prioritise3. Communicate4. Build it
  • 31. Metrics
  • 32. AcquisitionActivationRetentionReferralRevenue
  • 33. AcquisitionActivation AarrrRetentionReferralRevenue Dave McClure, Startup Metrics for Pirates
  • 34. Acquisition Visit Site Doesn’t abandonActivation Happy 1st Visit Sign upRetention Clickthrough from email Repeat visitReferral Refer 1+ user who visit site Refer 1+ user who activatesRevenue User generates revenue
  • 35. Quantitative rather than Qualitative metrics over heuristicsComparative A/B testing compare against historyActionable don’t measure it unless you’re going to action it
  • 36. Technology
  • 37. Cu st om er te s am ex ecDevelopers s
  • 38. s er omstCu am Product
  • 39.    te Manager s ec ex Developers
  • 40. Product Define the Design the Research Development problem solution Development
  • 41. Agile & Lean
  • 42. “ Fact : In the real world, most companies do too much development and spend too ” much money too early Fred Destin, Atlas Ventures
  • 43. Agile manifesto We are uncovering better ways of developing software by doing it and helping others do it. Through this work we have come to value:Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan That is, while there is value in the items on the right, we value the items on the left more.
  • 44. Analysis Design Development TestingADDT ADDT ADDT ADDT ADD T ADDT Release,
  • 45.   Test,
  • 46.   Re-prioritise
  • 47. “ Most start ups fail because they didn’t develop their market - not because they ” didn’t develop their product Steve Blank, Author of Four Steps to the Epiphany
  • 48. Pivo
  • 49. “ product
  • 50.   managerYour job as a founder is to quicklyvalidate whether the model is correctby seeing if customers behave asyour model predicts.Most of the time the darn customers ”don’t behave as you predicted. Steve Blank, Author of Four Steps to the Epiphany
  • 51. but beware of dogma
  • 52. “ To me, lean is a state of mind that a founder and his/her team needs to have across all ” aspects of the business. Fred Wilson, Union Square Ventures
  • 53. “ Don’t fail fast. learn ” fastTom Chi, Google X
  • 54. Agile manifesto We are uncovering better ways of developing software by doing it and helping others do it. Through this work we have come to value:Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan That is, while there is value in the items on the right, we value the items on the left more.
  • 55. “ We own the process. The process doesnt own us. ” We call it Agile Jazz.Tom Loosemore, Gov.uk
  • 56. It’s about the team, stupid.
  • 57. “Products today – it’s notsome product manager thathas an epiphany. That’s nothow it works. Product,design, engineering, [work] ”side by side.
  • 58. “Products today – it’s notsome product manager thathas an epiphany. That’s nothow it works. Product,design, engineering, [work] ”side by side. Marty Cagan, Silicon Valley Product Group
  • 59. Keep learning
  • 60. Thank youmartineriksson.com | mindtheproduct.com @bfgmartin