Product management for entrepreneurs lsm

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Presented at Lean Startup Machine Seattle - June 2012

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  • Big idea vs. small idea.
  • Something you can sell, because it provides value and people want to buy it. Something that provides value and people want to buy.
  • Positioning – hypothesis – translation statement between market needs and our goal revenue.
  • Positioning = Hypothesis,
  • It’s not about documentation – it’s about interaction;
  • - Haven’t you’ve been called a “Program Manager”? Why don’t you build some programs? Do you want me to do all of this? No. Building successful product is not your job. It is the entire organization job to build successful products. Your job is to get them all aligned and enabled to build successful product.
  • This is your job!
  • Product management for entrepreneurs lsm

    1. 1. ProductManagementforEntrepreneursBy @stempm
    2. 2. “Beforeyou are a CEO, try being a Product Manager…” – Marc Pincus, CEO of Zyngahttp://ecorner.stanford.edu/authorMaterialInfo.html?
    3. 3. Product Manager -Entrepreneurs Mark Pincus - Zynga Jason Goldberg - Fab.com TA McCann – Gist Steve Jobs – Apple
    4. 4. What is a product?- Something that can be described- Something tangible- Something you can sell
    5. 5. Whole Product Inmarketing, a whole product is a generic product (or core product) augmented by everything that is needed for the customer to have a compelling reason to buy
    6. 6. Tools P&L
    7. 7. 4+1Ps Product Placement Price Promotion Packaging
    8. 8. Ps Positioning Personas
    9. 9. Personas
    10. 10. Persona Goals Road Map Po Negotiation sit Release Pr ion ism ing Themes Prioritized Backlog
    11. 11. Positioning For [target market] Looking [to solve what problem] We offer [product & benefits] Unlike [our competitors] Who have [major weaknesses] We offer [major differentiating benefit]
    12. 12. Ls
    13. 13. Ls
    14. 14. s le Execs Sa et ing Mark Client Services mt d Mg En gin o eePr Sup ring port
    15. 15. Q&A
    16. 16. What do you need to know? Technologist would • Product ask: Manager – What do I need to would ask: build? – What do I need to sell, to which market and at what time?
    17. 17. Finding Opportunities BlueOcean, Chasm, SWOT, etc. Technology expansion cycles (electricity, phone, intranet, internet) Inventions vs. Innovation
    18. 18. Market Validation Customer Development; Customer Learning;
    19. 19. MVP Something that can be sold to a target market. Validates Positioning &4P

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