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Product Management 101
Amit Ranjan
Cofounder, SlideShare
Presentation Flow
• Product Management
‐ what, why, who
• Product Manager skillsets
• Difference between Consumer & Enterp...
• Product Management is the function that
manages the product life cycle through
activities like planning, forecasting,
pr...
• Product Managers have responsibility but no
authority
• They own the product, but don’t manage the
people building the p...
“A great product manager has the brain
of an engineer, the heart of a designer,
and the speech of a diplomat…”
“The best Product Managers become
CEOs of their products (minus P&L
responsibilities)…”
Product Management owns the vision,
design, and execution of the product
• Vision
‐ align org goals with market conditions & user needs
‐ ‘get’ the pulse of the product (think movie directors)
• ...
Identifying a Good Product Manager
• Strong product sense/instinct
• Carries multiple points of views
• Communicates clear...
“Product Managers are God’s gift to
mankind…. against feature bloat”
"Every failed product had an awesome
spreadsheet…"
Product Managers: “The Art of Saying No”
• So many reasons to say yes
‐ “But the data looks good…”
‐ “But it’ll only take ...
How to tackle casual product feedback
• One person's opinion (OPO)
‐ what if the one-person is Steve Jobs
• Strong suggest...
3 point thumb rule for product prioritization
• Product features (prioritizing for a product)
‐ Metrics movers
‐ Satisfier...
Both consumer & enterprise products
deliver user values & functionality but…
- Consumer: you build for end-users
Enterpris...
Early Stage Startups - Growth Strategies
“A startup is a temporary organization
which is searching for a repeatable and
scalable business model…”
Startups = Growth
Three stages of startup growth….
• Initial period of slow or no growth
‐ startup tries to figure out what it's doing
• Aft...
Growth Strategies
• Consumer Products case study
• Enterprise Products case study
References
• http://crankypm.com/2006/11/08/that-all-the-responsibility-and-no-authority-saying/
• http://steveblank.com/2...
https://twitter.com/amitranjan
https://www.facebook.com/amitranjan
http://in.linkedin.com/in/amitranjanprofile
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Product Management 101

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  • Product Management Course for all aspirants transitioning into the most in-demand role as a product manager. We will be discussing on topics as below. Foundations of Product Management. A framework of Product Discovery. The process of Product Definition. Essentials of Product Delivery. we will discuss all the strategic concepts that will shape your attitude and mindset. https://mcoach.in/free-product-management-courses/
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  • Great product manager has the brain of engineer, the heart of a designer, and the speech of a diplomat. I wish to meet someone like that .
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Product Management 101

  1. 1. Product Management 101 Amit Ranjan Cofounder, SlideShare
  2. 2. Presentation Flow • Product Management ‐ what, why, who • Product Manager skillsets • Difference between Consumer & Enterprise products • Strategies for Hacking Growth
  3. 3. • Product Management is the function that manages the product life cycle through activities like planning, forecasting, production, marketing. • The Product Management role can have different flavours ‐ engineering, design, sales, user acquisition, marketing, data etc
  4. 4. • Product Managers have responsibility but no authority • They own the product, but don’t manage the people building the product The Product Management Dilemma
  5. 5. “A great product manager has the brain of an engineer, the heart of a designer, and the speech of a diplomat…”
  6. 6. “The best Product Managers become CEOs of their products (minus P&L responsibilities)…”
  7. 7. Product Management owns the vision, design, and execution of the product
  8. 8. • Vision ‐ align org goals with market conditions & user needs ‐ ‘get’ the pulse of the product (think movie directors) • Design ‐ give shape to the product: feature mix, user experience • Execution ‐ work with engineering, quality, marketing to deliver
  9. 9. Identifying a Good Product Manager • Strong product sense/instinct • Carries multiple points of views • Communicates clearly • Simplifies & prioritizes • Measures & iterates • Understands good design • Writes effective copy
  10. 10. “Product Managers are God’s gift to mankind…. against feature bloat”
  11. 11. "Every failed product had an awesome spreadsheet…"
  12. 12. Product Managers: “The Art of Saying No” • So many reasons to say yes ‐ “But the data looks good…” ‐ “But it’ll only take a few minutes….” ‐ “But this customer is about to quit…” ‐ “But we can just make it optional…” ‐ “But my cousin’s neighbour said…” ‐ “But we’re allowed to work on whatever we want…” ‐ “But 713,000 people said they want it…” ‐ “But we’ll achieve our monthly target…”
  13. 13. How to tackle casual product feedback • One person's opinion (OPO) ‐ what if the one-person is Steve Jobs • Strong suggestion • Vocal minority phenomenon • Mandate https://www.linkedin.com/pulse/20140602024642-22330283-avoiding-the-unintended- consequences-of-casual-feedback
  14. 14. 3 point thumb rule for product prioritization • Product features (prioritizing for a product) ‐ Metrics movers ‐ Satisfiers ‐ Delighters • Product Roadmap (prioritizing overall product plan) ‐ Core ‐ Strategic ‐ Venture
  15. 15. Both consumer & enterprise products deliver user values & functionality but… - Consumer: you build for end-users Enterprise: you build for end-users & buyers - Consumer: satisfies the user’s emotional need Enterprise: workflow efficiency is focus - Consumer: build what users love (partners: Eng/Design/Pdt.) Enterprise: revenue driven (partners: Sales/Marketing) - Consumer: often requires an artistic mindset Enterprise: requires a business mindset
  16. 16. Early Stage Startups - Growth Strategies
  17. 17. “A startup is a temporary organization which is searching for a repeatable and scalable business model…”
  18. 18. Startups = Growth
  19. 19. Three stages of startup growth…. • Initial period of slow or no growth ‐ startup tries to figure out what it's doing • After product market fit ‐ rapid growth, reach as many people as possible • Startup grows into a big company ‐ growth slows due limits of market size & organizational bloat
  20. 20. Growth Strategies • Consumer Products case study • Enterprise Products case study
  21. 21. References • http://crankypm.com/2006/11/08/that-all-the-responsibility-and-no-authority-saying/ • http://steveblank.com/2010/01/25/whats-a-startup-first-principles/ • http://www.paulgraham.com/growth.html • http://blog.intercom.io/product-strategy-means-saying-no/ • https://www.linkedin.com/pulse/20140602024642-22330283-avoiding-the-unintended- consequences-of-casual-feedback • https://www.pinterest.com/pin/47850814762416434/ • http://www.sachinrekhi.com/blog/2013/01/28/what-is-product-management • http://www.quora.com/What-distinguishes-the-Top-1-of-Product-Managers-from-the-Top- 10/answer/Ian-McAllister • https://www.linkedin.com/pulse/how-enterprise-products-differ-from-consumer-angela- yoonjeong-yang • www.dilbert.com • http://www.quora.com/What-are-the-best-ways-to-prioritize-a-list-of-product-features • http://www.instigatorblog.com/the-role-of-product-managers/2012/06/08/ • https://medium.com/design-of-a-technology-business/ultimate-guide-to-product-prioritization- b08c18d5c00f
  22. 22. https://twitter.com/amitranjan https://www.facebook.com/amitranjan http://in.linkedin.com/in/amitranjanprofile

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