Mike Mayes Product School Presentation Consumer-v-Enterprise in Product Management

It’s All the Same: Consumer and Enterprise
Product Management
/Productschool @ProductSchool /ProductmanagementNY

It’s all the same.
Enterprise and Consumer
Product Management
CIRCAVISO // @michaelmayes

15+ years of product, design, UX
…
Circaviso
Workmarket
GLG
Capital One
…
University of Virginia - Architecture
Mike Mayes
…

CIRCAVISO
…
Fandango (MGO)
…
CreativeDistrict
BuildFair
Twenty20
TruBrain
Technicolor
ADP
…
theAudience
Hirabl
ClearServe
Consumer Enterprise

But I’ve only worked at (enterprise company)…
I want to do product at
(consumer startup)

But I’ve only worked at (enterprise company)…
I want to do product at
(consumer startup)
enterprise
consumer

“ Product management is an organizational lifecycle function
within a company dealing with the planning, forecasting, and
production, or marketing of a product or products at all
stages of the product lifecycle. Similarly, Product Lifecycle
Management (PLM) integrates people, data, processes and
business systems. “
@wikipedia
Product Management

what is product
management?
Source: 
martin eriksson
http://www.mindtheproduct.com/2011/10/what-exactly-is-a-product-manager/

CONSUMER
B2C, C2C, B2B2C…

CONSUMER

ENTERPRISE
B2B, B2B2B…

ENTERPRISE
Microsoft to buy LinkedIn for $26.2 billion
Dell to buy EMC for $67 billion
Avago Ltd. buys Broadcom Corp. for $37 billion
Google Inc. buys Motorola for $12.4 billion
Hewlett-Packard buys Autonomy for $10 billion
Microsoft Corp. buys Skype for $8.5 billion
Oracle Corp. buys Sun Microsystems for $7.4 billion

ENTERPRISE
New!

… the study and application of object-oriented building
techniques, where building components are pre-designed /
pre-engineered / pre-fabricated for inclusion in joint-based
(linear element), panel-based (planar element), module-
based (solid element), and deployable (time element)
construction systems.
The Kit of Parts
…
Source:
http://www.harvarddesignmagazine.org/issues/19/kit-of-parts-
conceptualism-abstracting-architecture-in-the-american-academy

The Kit of Parts
…
Source:
http://www.harvarddesignmagazine.org/issues/19/kit-of-parts-
conceptualism-abstracting-architecture-in-the-american-academy
Doors
Windows
Walls
Beams
…

Your kit of parts is what you make of it.
Enterprise and Consumer
Product Management

Project Lifecycle
…
Research Strategy Design Build Launch Analyze Optimize

Project Lifecycle
…
Competitive mapping
Stakeholder interviews
Background strategy
User Personas
Business goals
Brand strategy
UX strategic drivers
Messaging and voice
Site map
UX prototype
User interface concepts

Project Lifecycle
…
Competitive mapping
Stakeholder interviews
Background strategy
User Personas
Business goals
Brand strategy
UX strategic drivers
Messaging and voice
Site map
UX prototype
User interface concepts
things in your kit!

Trello / Jira / Rally / Pivotal
Slack / Intercom / Mailchimp
Sketch / Photoshop / Illustrator
Google Docs / Quip
Mixpanel / Optimizely / AppCues
…
Agile / Design Thinking
Tools in your Kit
…

Strategy & Roadmap
Customer Experience
Requirements Gathering
Design sprints
Prototypes / UX
Product - Market ﬁt
Analytics
Growth hacking
Stuﬀ you do every day
…

Do marketing
HTML/CSS
Build spreadsheets
Growth hack
Create prototypes
Design
Write copy
Know sql, hadoop, postgres
Some product people…
…

Be a design thinker. Solve problems. Help people.
Develop your kit of parts

Customer experience maps
for
buying a phone
vs
operating trains
Source
http://blog.uxeria.com/wp-content/uploads/2015/09/8.jpg
http://www.servicedesigntools.org/sites/default/ﬁles/res_images/Workshopslides_jeu-8_0.jpg

ARR / MRR
Freemium Conversion %
Users per acct
Purchase abandon rate
Avg purchase $
Repeat users
Avg contract value
CAC
LTV
User Analytics
…
Active users
Photos posted
Posts liked
Shopping cart abandon rate
Avg purchase $
Repeat users
CPM
CAC
LTV

Mockups and Prototypes

…

User onboarding
Proﬁle management
Upset from freemium
Photo uploads
Sharing and permissions
Commenting
Creating content
Email preferences
Credit card mgmt
Shopping cart ﬂow
Search
Browse
Navigation
Messaging / Inboxes

Example: Shopping Cart Flow

Example: Messaging

Context
Empathy
Voice of the Customer
Intent
Goals
Measurement

Enterprise software
doesn't have to suck

Upcoming Courses
Los Angeles
 
Apply At 
www.productschool.com
Weeknight cohort (Santa Monica):
November 29 - February 2
Tuesdays and Thursdays from 6:30pm to 9:00pm
Weekend cohort (Downtown LA):
December 3 - February 11
Saturdays from 9:30am to 3:30pm

Upcoming Workshops
Sept 29: How to become a Product Manager (Downtown LA)
Oct 5: Prototyping: How to create a website or mobile app without coding
Oct 6: How to become a Product Manager (Santa Monica)
Oct 12: How to become a Product Manager (Santa Monica)
Oct 13: The Rise of the Digital Nomad
RSVP on Eventbrite

Mike Mayes Product School Presentation Consumer-v-Enterprise in Product Management

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