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What Does a Product                    Manager Do?                                     Rich Mironov                       ...
What Does a Product Manager Do?                              budgets, staff,                         strategy, forecasts, ...
Product Mgmt Planning Horizons                                             many years                                 Stra...
Pragmatic Marketing® Framework      Dir, Prod Strategy                                                                   P...
Disjoint Communities                                  Product                                                             ...
Agile’s Inner Loop (Development)                                           After: Mike Cohn6 - StartUP Product Talks 2012 ...
Agile’s Strategic Outer Loop (PM)•Markets                                      •Customers•Customers                       ...
Product Owner’s Calendar8 - StartUP Product Talks 2012 Connor, Rally      Borrowed from Catherine                  www.mir...
“small p” product owner                                          Executives   priorities, requirements,   personas, user s...
Product Owner Failure ModesSolo Product Owner fails the market if… Weak on market realities    Pricing, packaging, selli...
Product Manager Failure ModesSolo Product Manager fails the agile team if… Part-timer, not engaged with team Lack of det...
Contact Information                       +1-650-315-7394                       rich@mironov.com                       www...
About Rich Mironov Veteran product manager/exec/strategist     Organizing product organizations     Business models, pr...
PO/PM Organizational Map                                  GM - VP PM - VP Eng/CTO                                       Pr...
One Problem, Two ViewpointsTwo sides of the problem: Product Managers tasked with  what to build (and when)    Not-so-se...
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StartUP Product Meetup, SF, 16May2012

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Informal discussion about #prodmgmt role, challenges, overlap with product owner & project manager, promotional cycle, and getting into prodmgmt. Hosted by ProdmgmtTalk and Atlassian

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StartUP Product Meetup, SF, 16May2012

  1. 1. What Does a Product Manager Do? Rich Mironov StartUP Product Talks 16 May 20121 - StartUP Product Talks 2012 www.mironov.com
  2. 2. What Does a Product Manager Do? budgets, staff, strategy, forecasts, commitments, roadmaps, targets competitive intelligence Executivesmarket information, priorities,requirements, roadmaps, MRDs, Field input,personas, user stories… Product Market feedback Management Mktg & Markets & Development Sales Customers software Segmentation, messages, benefits/features, pricing, qualification, demos… 2 - StartUP Product Talks 2012 www.mironov.com
  3. 3. Product Mgmt Planning Horizons many years Strategy years Exec Portfolio many mons Product PM Release 2-9 mon Sprint 2 wk Dev Team Daily3 - StartUP Product Talks 2012 www.mironov.com
  4. 4. Pragmatic Marketing® Framework Dir, Prod Strategy Prod Mktg Mgr Business Marketing Positioning Plan Plan Market Market Buying Customer Pricing Problems Definition Process Acquisition Win/Loss Distribution Buy, Build Buyer Customer Analysis Strategy or Partner Personas Retention Distinctive Product Product User Program Competence Portfolio Profitability Personas Effectiveness Market Strategy Business Planning Programs Readiness Support Competitive Product Require- Launch Sales Presentations Innovation Landscape Roadmap ments Plan Process & Demos Technology Use Thought “Special” Collateral Assessment Scenarios Leadership Calls Status Lead Sales Event Dashboard Generation Tools Support Tech Prod Mgr Referrals & Channel Channel References Training Support4 - StartUP Product Talks 2012 www.mironov.com © 1993-2009 Pragmatic Marketing, Inc. All rights reserved
  5. 5. Disjoint Communities Product Agile Community Managers Still nearly empty, very lonely5 - StartUP Product Talks 2012 www.mironov.com
  6. 6. Agile’s Inner Loop (Development) After: Mike Cohn6 - StartUP Product Talks 2012 www.mironov.com
  7. 7. Agile’s Strategic Outer Loop (PM)•Markets •Customers•Customers •Sales•Biz Models •Marketing•Strategy •Support•Portfolios •Upgrades•Funding •EOL/EOS 7 - StartUP Product Talks 2012 www.mironov.com
  8. 8. Product Owner’s Calendar8 - StartUP Product Talks 2012 Connor, Rally Borrowed from Catherine www.mironov.com
  9. 9. “small p” product owner Executives priorities, requirements, personas, user stories… product owner Marketing/Sales Development Customers software9 - StartUP Product Talks 2012 www.mironov.com
  10. 10. Product Owner Failure ModesSolo Product Owner fails the market if… Weak on market realities  Pricing, packaging, selling, upgrades, service models, discounting, competitive dynamics Missing from outbound teams: Marketing, Sales, Support Trades off company-wide strategy for product features Confuses showcase customers with broader market 10 - StartUP Product Talks 2012 www.mironov.com
  11. 11. Product Manager Failure ModesSolo Product Manager fails the agile team if… Part-timer, not engaged with team Lack of detail on stories Stale backlog Handwaving and bluster Best of intentions, but pulled in too many directions “Build what I meant” 11 - StartUP Product Talks 2012 www.mironov.com
  12. 12. Contact Information +1-650-315-7394 rich@mironov.com www.mironov.com @RichMironov www.linkedin.com/in/richmironov12 - StartUP Product Talks 2012 www.mironov.com
  13. 13. About Rich Mironov Veteran product manager/exec/strategist  Organizing product organizations  Business models, pricing, agile  “What do customers want?” 5 startups, including as CEO/founder Author of “The Art of Product Management” and Product Bytes blog Founded Product Camp, chaired first product stage at annual Agile conference 13 - StartUP Product Talks 2012 www.mironov.com
  14. 14. PO/PM Organizational Map GM - VP PM - VP Eng/CTO Product Management Organization product owners more market-focused more technical14 - StartUP Product Talks 2012 www.mironov.com
  15. 15. One Problem, Two ViewpointsTwo sides of the problem: Product Managers tasked with what to build (and when)  Not-so-secretly worries about delivery, quality, completeness Project/Program Managers tasked with how to deliver  Not-so-secretly worries about market success 15 - StartUP Product Talks 2012 www.mironov.com

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