What isProductManagement?      #ProductTank
rik      in
 E tin ssonM art              fgmar                @b
dressmart.co
What isProduct Management?
Customer              Technology           Business
Customer              Technology                       You
 are                        here           Business
“   the role of a product    manager is to discover a    product that is valuable,                       ”    usable and f...
“   the role of a product    manager is to discover a    product that is valuable,                                        ...
“It’s in Apple’s DNA thattechnology alone is notenough - it’s technology                        ”married with liberal arts
“It’s in Apple’s DNA thattechnology alone is notenough - it’s technology                             ”married with liberal...
But what do you actually do?
Customer
Cu            st              om                er                  scompany
s    er  om          Product
 st              ManagerCu         company
s    er  om          Product
 st              ManagerCu         company
Who is it for?	 What problem does it solve?	 How do we solve	that problem?
Who?             What?           How?Psychographics   Research        Problem/SolutionDemographics     Ethnographics   Vis...
Business
Product vision
FoundersCustomer Services              Market Research     Sales                           Trends                    Produ...
Define a product vision
Define a product vision
Define a product vision       Figure out how to build it                                             x 12                  ...
1. Vision2. Communicate3. Prioritise4. Build it
1. Vision2. Communicate3. Prioritise4. Build it
1. Vision2. Prioritise3. Communicate4. Build it
Metrics
AcquisitionActivationRetentionReferralRevenue
AcquisitionActivation                              AarrrRetentionReferralRevenue              Dave McClure, Startup Metric...
Acquisition   Visit Site              Doesn’t abandonActivation    Happy 1st Visit              Sign upRetention     Click...
Quantitative   rather than Qualitative               metrics over heuristicsComparative    A/B testing               compa...
Technology
Cu                             st                               om                                 er                     ...
s     er  omstCu       am                              Product
      te                       Manager            s            ec          ex                 Developers
Product            Define the   Design the Research                              Development             problem     soluti...
Agile  Lean
“   Fact : In the real world, most    companies do too much    development and spend too                                  ...
Agile manifesto     We are uncovering better ways of developing     software by doing it and helping others do it.      Th...
Analysis                Design                                Development                                    TestingADDT  ...
 Test,
 Re-prioritise
“   Most start ups fail because    they didn’t develop their    market - not because they                                 ...
Pivo
“        product
 managerYour job as a founder is to quicklyvalidate whether the model is correctby seeing if customers behave asyour model...
but beware of   dogma
“   To me, lean is a state of mind    that a founder and his/her    team needs to have across all                         ...
“       Don’t fail fast.                    learn                            ”                     fastTom Chi, Google X
Agile manifesto     We are uncovering better ways of developing     software by doing it and helping others do it.      Th...
“   We own the process.    The process doesnt own us.                        ”    We call it Agile Jazz.Tom Loosemore, Gov...
Upcoming SlideShare
Loading in...5
×

What is Product Management

2,646

Published on

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

Published in: Business
0 Comments
13 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,646
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
163
Comments
0
Likes
13
Embeds 0
No embeds

No notes for slide
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • What is Product Management

    1. 1. What isProductManagement? #ProductTank
    2. 2. rik in
    3. 3.  E tin ssonM art fgmar @b
    4. 4. dressmart.co
    5. 5. What isProduct Management?
    6. 6. Customer Technology Business
    7. 7. Customer Technology You
    8. 8.  are here Business
    9. 9. “ the role of a product manager is to discover a product that is valuable, ” usable and feasible
    10. 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. 11. “It’s in Apple’s DNA thattechnology alone is notenough - it’s technology ”married with liberal arts
    12. 12. “It’s in Apple’s DNA thattechnology alone is notenough - it’s technology ”married with liberal arts Steve Jobs
    13. 13. But what do you actually do?
    14. 14. Customer
    15. 15. Cu st om er scompany
    16. 16. s er om Product
    17. 17.  st ManagerCu company
    18. 18. s er om Product
    19. 19.  st ManagerCu company
    20. 20. Who is it for? What problem does it solve? How do we solve that problem?
    21. 21. Who? What? How?Psychographics Research Problem/SolutionDemographics Ethnographics VisionBehaviour Heuristics Design
    22. 22. Business
    23. 23. Product vision
    24. 24. FoundersCustomer Services Market Research Sales Trends Product vision Marketing Users Technology Competitors Metrics
    25. 25. Define a product vision
    26. 26. Define a product vision
    27. 27. Define a product vision Figure out how to build it x 12 = + x1
    28. 28. 1. Vision2. Communicate3. Prioritise4. Build it
    29. 29. 1. Vision2. Communicate3. Prioritise4. Build it
    30. 30. 1. Vision2. Prioritise3. Communicate4. Build it
    31. 31. Metrics
    32. 32. AcquisitionActivationRetentionReferralRevenue
    33. 33. AcquisitionActivation AarrrRetentionReferralRevenue Dave McClure, Startup Metrics for Pirates
    34. 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. 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. 36. Technology
    37. 37. Cu st om er te s am ex ecDevelopers s
    38. 38. s er omstCu am Product
    39. 39.   te Manager s ec ex Developers
    40. 40. Product Define the Design the Research Development problem solution Development
    41. 41. Agile Lean
    42. 42. “ Fact : In the real world, most companies do too much development and spend too ” much money too early Fred Destin, Atlas Ventures
    43. 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. 44. Analysis Design Development TestingADDT ADDT ADDT ADDT ADD T ADDT Release,
    45. 45.  Test,
    46. 46.  Re-prioritise
    47. 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. 48. Pivo
    49. 49. “ product
    50. 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. 51. but beware of dogma
    52. 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. 53. “ Don’t fail fast. learn ” fastTom Chi, Google X
    54. 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. 55. “ We own the process. The process doesnt own us. ” We call it Agile Jazz.Tom Loosemore, Gov.uk
    56. 56. It’s about the team, stupid.
    57. 57. “Products today – it’s notsome product manager thathas an epiphany. That’s nothow it works. Product,design, engineering, [work] ”side by side.
    58. 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. 59. Keep learning
    60. 60. Thank youmartineriksson.com | mindtheproduct.com @bfgmartin
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×