High level overview of Digital Product Management given by Angela Govila to Institute of International Business Analysts based on her extensive industry experience.If you would like to use this content, please connect with Angela to get permission. Content is copyright protected under US law. Angela can be reached via LinkedIn or through her website (www.angelagovila.com)

1. Product Management 101
By Angela Govila
April 2018
Copyright © 2018 by Angela Govila All rights reserved.
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Permission can be received by connecting with the author on LinkedIn.

2. Angela Govila
angelagovila.com
Copyright © 2018 by Angela Govila All rights reserved.
This publication is protected by copyright, and permission must be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval
system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise.
Permission can be received by connecting with the author on LinkedIn.

3. Today’s game plan
● Let’s learn about you and me
● Product management 101 - T ,
● Real time survey
● Walkthrough of PM Crash Course
● Let’s connect!
Copyright © 2018 by Angela Govila All rights reserved.
This publication is protected by copyright, and permission must be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical,
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4. Tell us about yourself
Why are here?
Copyright © 2018 by Angela Govila All rights reserved.
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5. Disclaimer!!!
POV presentation based on my experiences
Not representing any company or products mentioned in this presentation
YMMV - One size does not fit all
Case study with fictitious names and hypothetical examples
Hi everyone!
I am Samantha!
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photocopying, recording, or likewise. Permission can be received by connecting with the author on LinkedIn.

6. Are these products?
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7. What is your favorite product?
Copyright © 2018 by Angela Govila All rights reserved.
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8. What is product management?
Copyright © 2018 by Angela Govila All rights reserved.
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9. All this….
…. And more!Copyright © 2018 by Angela Govila All rights reserved.
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photocopying, recording, or likewise. Permission can be received by connecting with the author on LinkedIn.

10. Core Elements
UX
● Voice of customer
● Content, interaction, media,
visual, design
● Continuous product feedback
loop
UX Business
Tech Technology
● Development, engineering
● Makes architecture/infra decisions
● Embedded with product manager
Business
● Driving market forces, larger strategy,
analytics
● Obsessed with business metrics
● Stakeholders like brand, legal, risk,
marketing
P M

11. In a nutshell
1. Identify product market fit
2. Understand your customers through personas and use cases
3. Determine target customer
4. Define success metrics
5. Establish hypothesis, validate and build feedback loop (A/B testing)
6. Design the MVP (prototypes, wireframing, mockups)
7. Develop the product end to end (agile, scrum, kanban)
8. Define product GTM strategy and launch Plan
9. Rollout product / Launch
10. Measure feedback and continuously iterate

12. So many flavors to product management
Copyright © 2018 by Angela Govila All rights reserved.
This publication is protected by copyright, and permission must be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical,
photocopying, recording, or likewise. Permission can be received by connecting with the author on LinkedIn.

13. Design Sprint
Copyright © 2018 by Angela Govila All rights reserved.
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photocopying, recording, or likewise. Permission can be received by connecting with the author on LinkedIn.

14. “Finding valuable customer insights and
providing feasible solutions with end to end
thinking in mind such that
intended and unintended consequences
are accounted.”
Angela’s definition
Copyright © 2018 by Angela Govila All rights reserved.
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photocopying, recording, or likewise. Permission can be received by connecting with the author on LinkedIn.

15. Mission
Epics/
Features
Goals
Business
Objectives
Vision
StoriesTasks
Key
Results
Converting strategy into action

16. The typical failure points
● Unrealistic commitments
● No roadmap
● Roadmap changes often
● Poor business planning
● Limited trust - leads,
stakeholders, teams
● Unclear roles, responsibility &
accountability
● Interaction models not defined
Spreadsheet
hell!
● No central tool
● Lack of groomed runway
● No focus on product
launch needs
● Undisciplined agile
development
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photocopying, recording, or likewise. Permission can be received by connecting with the author on LinkedIn.

17. Dysfunctional teams and missed targets….
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Copyright © 2018 by Angela Govila All rights reserved.
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18. ● Clear definitions of roles
● Clear communication model
● Discipline/ Rigor
● PM hygiene
A few basic things can solve most problems
Copyright © 2018 by Angela Govila All rights reserved.
This publication is protected by copyright, and permission must be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical,
photocopying, recording, or likewise. Permission can be received by connecting with the author on LinkedIn.

19. What is product management
?
Copyright © 2018 by Angela Govila All rights reserved.
This publication is protected by copyright, and permission must be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical,
photocopying, recording, or likewise. Permission can be received by connecting with the author on LinkedIn.

20. Hey, I am Agile, I want to move
fast and break things, so…
why do I need to ?
Copyright © 2018 by Angela Govila All rights reserved.
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21. Typical product planning for small-ish teams
# of teams 1 2 3 4 5 6 7
How often
● Monthly, 1-2 hours each
● Regular cadence of information
distribution and problem solving
Agenda
1. Remind everyone of the vision
2. How do workstreams/pizza teams add
up to end to end delivery
3. Business metrics - KPI Dashboard
4. Roadmap per team / Collective view
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Shared
Stakeholders
Engr
Manager
Product
manager
Designer Developer
Copyright © 2018 by Angela Govila All rights reserved.
This publication is protected by copyright, and permission must be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical,
photocopying, recording, or likewise. Permission can be received by connecting with the author on LinkedIn.

22. Whoa! Large teams need Roadmapping.
150 - 200
# of teams 1 2 3 4 5 6 7 8 9
● Geographies
● Time-zones
● Cultures
● Language
Shared
Stakeholder
s
Engr
Manager
Product
manager
Designer Developer Shared
Stakeholder
s
Engr
Manager
Product
manager
Designer Developer
Shared
Stakeholder
s
Engr
Manager
Product
manager
Designer Developer Shared
Stakeholder
s
Engr
Manager
Product
manager
Designer Developer
Vector Graphics by vecteezy.com Copyright © 2018 by Angela Govila All rights reserved.
This publication is protected by copyright, and permission must be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical,
photocopying, recording, or likewise. Permission can be received by connecting with the author on LinkedIn.

23. What goes on the wall, board, projector….
Actual Roadmap
Depends on maturity of your program…...
Printed feature cards
Product Manager
Team
Feature Name
Description
Benefit
Requestor
Estimate
Dependency
PI/Sprint
Business Goal
KPI
FEATURE CARD
Product Manager : Samantha
Team : Wonder Woman
Feature Name : Introducing “1 Click” Privacy
Description: Ability for user to select in 1 click their
privacy settings across the platform
Benefit: 1) Transparency 2) Following the regulations
Requestor: Suzie from Compliance
Estimate: 3 sprints (6 weeks)
PI/Sprint : June (18.6)
Business Vision: Create a safer networked world
Business Goal: Provide customers with transparency of
their privacy settings
KPI : Increase user retention by 10%
Dependency: Brand, Legal, Enterprise team
Copyright © 2018 by Angela Govila All rights reserved.
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photocopying, recording, or likewise. Permission can be received by connecting with the author on LinkedIn.

24. T be told….
Copyright © 2018 by Angela Govila All rights reserved.
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25. Holy grail is to have amazing
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Copyright © 2018 by Angela Govila All rights reserved.
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26. Product management is :
98% grit and hard work
2% .
Copyright © 2018 by Angela Govila All rights reserved.
This publication is protected by copyright, and permission must be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical,
photocopying, recording, or likewise. Permission can be received by connecting with the author on LinkedIn.

27. 5 secrets of success in product management
1. Have a diverse product team
2. Seek feedback constantly and fine tune
3. Communicate, Communicate, Communicate
4. Preparation is key
5. You have more influence than you believeCopyright © 2018 by Angela Govila All rights reserved.
This publication is protected by copyright, and permission must be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical,
photocopying, recording, or likewise. Permission can be received by connecting with the author on LinkedIn.

28. Thank you!
Q&A
Copyright © 2018 by Angela Govila All rights reserved.
This publication is protected by copyright, and permission must be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical,
photocopying, recording, or likewise. Permission can be received by connecting with the author on LinkedIn.