B2B Product Management Process Learn, Build, Launch, Measure Problem statement for persona, Solution components, Unique value Agile execution plan and decision gates Investment decision scorecard Agile release planning and development pipeline Organization for growing organization

1. B2B Product Leadership 101
Edmond Sam

2. Product Management Process

3. Product Canvas: Phishing Risk Detection
Cost Structure
•As an (job function), I
find accomplishing (goal)
very important and
difficult. (I do this now).
And it is difficult because
(problem factor 1, 2). .
•In 2019, each event cost
over $xx on average in
US. Over $yy was lost
overall.
•In 1Q19, (problem
pervasiveness) according
to industry group.
Metrics
Problems Solutions Value Proposition Unfair Advantages Segments
Market
Revenue Streams
•Solution component 1
(SC1)
•Solution component 2
•Solution component 3
• •Companies with large
mobile workforce and
pervasive use of mobile
devices.
•Companies with
pervasive use of 3rd
party collaboration and
communication tools.
Build & Run 12 HC
PM/PO x1
PMM&APM x 1
FE dev x 4
BE dev x 3
Data x 2
Designer x 0.5
Scrum master x 0.5
Pricing per unit
Direct $1000/emp
Indirect 0.5% royalty
•SC1 solves PF 1 measured
by ROI1
•Total Addressable
Market: $zzB
•Segment Addressable
Market: $zzzB
•Share of Market: z%
•ROI 1
•ROI 2
Cloud&Data $2500/mth
S/W $800/mth
Ops tools $300/mth
3rd party svc $5,000/mth
(M) Y1 Y2 Y3
Direct $8 $9 $15
Indirect $2 $6 $10

4. Execution Plan

5. Investment Decision Gate
Ability to Execute Impact
● Do we have credibility
with market to deliver
this?
● Does this leverage
existing systems?
● Will we offer an
innovative way to solve
the problem?
● Do we have research to
support your claims?
● Does this idea leverage
our existing expertise?
● Does this align with our
strategic vision?
● Does this supplement or
add to our core
offerings?
● Will this improve our
competitive advantage?
● Does this offer
significant financial
returns?

6. Release Planning and Development Pipeline

7. A Growing Portfolio