Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Why You’ll (Eventually) Need a 
Product Manager at Your Startup 
Rich Mironov 
Sportsbet, Melbourne 
4 Dec 2014 
© 
Rich 
...
ABOUT RICH MIRONOV 
• Veteran 
product 
manager/exec/strategist 
• Business 
models, 
agile, 
organizing 
product 
teams 
...
AGENDA 
• What do big-company product managers do? 
• Why (small) startups don’t have them 
• Q&A / Issues Backlog 
w w w ...
WHAT DOES A PRODUCT MANAGER DO 
(AT A BIG COMPANY)? 
market information, priorities, 
requirements, roadmaps, epics, 
user...
5 
WE CAN PRODUCT 
MANAGE OURSELVES
STARTUP DON’T NEED ORG CHARTS OR 
‘FORMAL’ PROCESSES 
CTO 
CEO 
Dev/UI 
Dev 
Dev/Build 
Pitch, 
funding, 
biz 
model, 
vis...
DISCUSSION 
• For those at small startups (1-8 people), 
what product (management) issues are you seeing? 
• Those at 9-24...
SUCCESSFUL STARTUPS GROW 
w w w . M I R O N O V . c o m 8
20+ PEOPLE FORM AN ORGANIZATION 
CEO 
Mktg 
Sales 
US 
EMEA 
ROW 
Bus 
Dev 
COO 
Finance 
RecruiRng 
Eng 
Team1 
Team2 
Sy...
PROBLEMS AT SCALE 
• Departments 
• N2 employee conversations 
• Current customers expectations 
• Multiple deals from sal...
GOOD IDEA TRAIN 
• Pulls into product station every day 
• From customers, sales, CEO, eng, competitors, surveys… 
• Unloa...
MAGICAL BACKLOG THINKING 
My urgency somehow creates resources 
• “CEO says it’s really important.” 
• “We already promise...
PRIORITIZATION LAWS OF GRAVITY 
• Requests always >> capacity 
• Fulfilling all requests is bad 
• Can’t A/B test everythi...
SOMEONE NEEDS TO MANAGE THE 
PRODUCT DAY-BY-DAY 
1. One backlog despite pressures and promises 
2. Represent customers/use...
“JUST ENOUGH” PRODUCT 
MANAGEMENT 
• Get more (of the right things) done 
• Lightest/leanest tools, fewest meetings 
• Tem...
CONTACT 
Rich Mironov, CEO 
Mironov Consulting 
233 Franklin St, Suite #308 
San Francisco, CA 94102 
Rich@Mironov.com 
Ri...
Upcoming SlideShare
Loading in …5
×

Why You’ll (Eventually) Need a Product Manager at Your Startup

1,659 views

Published on

We had a special guest, Rich Mironov, come to town in December - so Product Anonymous was very pleased to host Rich to talk about 'Why you'll (eventually) Need a Product Manager at your Start-up'.

Rich shared his experiences as PM, consultant & start-up CEO regarding the value of product management for start-ups - one of which is about scaling your start-up for growth.
Rich is the author of 'The Art of Product Management', coaches product teams & agile development organisations. He's a tech exec & serial entrepreneur including CEO/VP Products/Mktg at 6 start-ups.

Published in: Marketing
  • Be the first to comment

Why You’ll (Eventually) Need a Product Manager at Your Startup

  1. 1. Why You’ll (Eventually) Need a Product Manager at Your Startup Rich Mironov Sportsbet, Melbourne 4 Dec 2014 © Rich Mironov, 2014
  2. 2. ABOUT RICH MIRONOV • Veteran product manager/exec/strategist • Business models, agile, organizing product teams • 6 startups as “product guy” or CEO • The Art of Product Management • First Product Camp, first agile product owner track, blogging since 2001 w w w . M I R O N O V . c o m 2
  3. 3. AGENDA • What do big-company product managers do? • Why (small) startups don’t have them • Q&A / Issues Backlog w w w . M I R O N O V . c o m 3
  4. 4. WHAT DOES A PRODUCT MANAGER DO (AT A BIG COMPANY)? market information, priorities, requirements, roadmaps, epics, user stories, backlogs, personas, MRDs… Marketing & Sales Development Customers product bits strategy, forecasts, commitments, roadmaps, competitive intelligence budgets, staff, targets Field input, Market feedback Markets & Segmentation, messages, benefits/features, pricing, qualification, demos… Executives Product Management w w w . M I R O N O V . c o m 4
  5. 5. 5 WE CAN PRODUCT MANAGE OURSELVES
  6. 6. STARTUP DON’T NEED ORG CHARTS OR ‘FORMAL’ PROCESSES CTO CEO Dev/UI Dev Dev/Build Pitch, funding, biz model, vision, BD, sales, markeRng, PR, legal, office space, payroll… w w w . M I R O N O V . c o m 6 Architecture, code, hiring, customer pitches, hiring, code, resolve tech disputes… Front end, code, UX/ UI, mobile client, code, “how it works,” user support Back end, code, cloud, data & APIs, code, security, code, performance, code… Code, repository, build, code, backup, plaXorms, testbed…
  7. 7. DISCUSSION • For those at small startups (1-8 people), what product (management) issues are you seeing? • Those at 9-24 people, what issues? • 25+? w w w . M I R O N O V . c o m 7
  8. 8. SUCCESSFUL STARTUPS GROW w w w . M I R O N O V . c o m 8
  9. 9. 20+ PEOPLE FORM AN ORGANIZATION CEO Mktg Sales US EMEA ROW Bus Dev COO Finance RecruiRng Eng Team1 Team2 SysOps w w w . M I R O N O V . c o m 9
  10. 10. PROBLEMS AT SCALE • Departments • N2 employee conversations • Current customers expectations • Multiple deals from sales/BD • Focus on immediate revenue • What’s the status of x (and can we ship it NOW)? w w w . M I R O N O V . c o m 10
  11. 11. GOOD IDEA TRAIN • Pulls into product station every day • From customers, sales, CEO, eng, competitors, surveys… • Unloads hundreds of “good ideas” each day • Most are not new, inconsistent, not worth displacing current work • Eng can implements 2-3 good ideas per week w w w . M I R O N O V . c o m 11
  12. 12. MAGICAL BACKLOG THINKING My urgency somehow creates resources • “CEO says it’s really important.” • “We already promised it to a big prospect.” • “How hard could it be? Probably 10 lines of code.” • “We’ve been talking about this for months.” • “Engineering should be more productive.” w w w . M I R O N O V . c o m 12
  13. 13. PRIORITIZATION LAWS OF GRAVITY • Requests always >> capacity • Fulfilling all requests is bad • Can’t A/B test everything • Bottom-up feature lists don’t create strategy w w w . M I R O N O V . c o m 13
  14. 14. SOMEONE NEEDS TO MANAGE THE PRODUCT DAY-BY-DAY 1. One backlog despite pressures and promises 2. Represent customers/users 3. Details and facts: what does it really do today? 4. Curate the product/target segment 5. Work the issues, speak the truth w w w . M I R O N O V . c o m 14
  15. 15. “JUST ENOUGH” PRODUCT MANAGEMENT • Get more (of the right things) done • Lightest/leanest tools, fewest meetings • Templates don’t replace judgment • Be a mensch, not (just) an MBA w w w . M I R O N O V . c o m 15
  16. 16. CONTACT Rich Mironov, CEO Mironov Consulting 233 Franklin St, Suite #308 San Francisco, CA 94102 Rich@Mironov.com RichMironov @RichMironov w w w . M I R O N O V . c o m 16

×