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The role of a product manager

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An introduction of the product manager's role in the product lifecycle.

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The role of a product manager

  1. 1. THE ROLE OF A PRODUCT MANAGER
  2. 2. Without sales nobody would sell. Without engineering nobody would build. Without support, customers would riot.
  3. 3. Without product managers? Ken Norton (Leading Cross - Functional Teams) https://speakerdeck.com/kennethn/leading-cross-functional-teams-and-the-product-manager Life would be just fine. (For a while.)
  4. 4. WHAT DOES A PRODUCT MANAGER DO ?
  5. 5. The product manager is often considered “the CEO of their product”. Responsible for ▸ Strategy ▸ Roadmap ▸ Feature definition Might do* ▸ Marketing ▸ Forecasting ▸ Profit and loss (P&L)
  6. 6. WHAT A PRODUCT MANAGER DOESN’T DO ▸ Write code or take charge of technical decisions ▸ Own the project management tasks & resources ▸ Create design mockups ▸ Sign deals ▸ Plan PR
  7. 7. PRODUCT MANAGER’S RESPONSIBILITIES PRODUCT LIFECYCLE
  8. 8. 1. Define
  9. 9. 1. Define 2. Design
  10. 10. 1. Define 2. Design 3. Build
  11. 11. 1. Define 2. Design 3. Build 4. Ship
  12. 12. 1. Define 2. Design 3. Build 4. Ship DAY TO DAY
  13. 13. DEFINE THE PRODUCT YOU ARE THE RESEARCHER
  14. 14. ▸ Conduct market & competitive analysis ▸ Conduct customer research ▸ Capture and brainstorm product ideas ▸ Define initial product vision and strategy ▸ Build the product business case DEFINE THE PRODUCT
  15. 15. DESIGN THE PRODUCT YOU ARE THE ARCHITECT
  16. 16. ▸ Define product requirements ▸ Sketch product functionalities ▸ Persona development ▸ Contribute to initial prototype ▸ UX testing and research DESIGN THE PRODUCT
  17. 17. BUILD THE PRODUCT YOU ARE THE CUSTOMER ADVOCATE
  18. 18. ▸ Engage in the development process ▸ Manage and prioritise the product backlog ▸ Anticipate product flaws and propose solutions ▸ Document, analyse and communicate decisions ▸ Define with marketing the product identity and branding ▸ Plan the release BUILD THE PRODUCT
  19. 19. SHIP THE PRODUCT YOU ARE THE EVANGELIST
  20. 20. ▸ Define customer communication and positioning with the marketing team ▸ Define acceptance criteria for the launch ▸ Prepare documents (and training sessions) for sales and customer support teams ▸ Go to person for press and analyst relations SHIP THE PRODUCT
  21. 21. DAY TO DAY YOU ARE THE PRODUCT MANAGER
  22. 22. ▸ Reporting and product analysis ▸ Analyse customer behaviour ▸ Support marketing and sales ▸ Customer’s voice in the agile process ▸ Update and communicate the product roadmap DAY TO DAY
  23. 23. KILL THE PRODUCT*
  24. 24. WHO CAN BE A PRODUCT MANAGER?
  25. 25. DIFFERENT PM FLAVOURS
  26. 26. KEY TAKEAWAYS 1. Know your customer and market 2. Identify problems to be solved 3. Lead by influence 4. Involve people early in the process 5. Document and communicate decisions 6. Measure your product’s success 7. Find your PM flavour

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