Rockaway Academy #3 – Product Management with Hubert Palan (ProductBoard)

productboard
Helping product leaders discover & make products people want.
@hpalan
Hubert Palan

productboard Copyright © 2015 ProductBoard, Inc. All rights reserved.
Product strategy foundations
Best practice PM process
Role of Product Management
productboard’s vision & demo
The plan for today
Questions? ﬁre away!

Most products fail. Most features are hardly ever used.
Why?
We make products nobody wants.

The World
PEOPLE
PROBLEMS PRODUCTS

The World
Is the problem painful enough? Is the product good enough?
Is there enough people?
PEOPLE
PROBLEMS PRODUCTS

The People
Minimum Viable Market
MarketSize

The Problem
What jobs are people trying
to get done?
“People don't want to buy a quarter-inch drill,
they want a quarter-inch hole.”
-Theodore Levitt
photo credit photoXpress

The Product

The World
PEOPLE
PROBLEMS PRODUCTS
Ideal product-market ﬁt
Ideal>
Value proposition

The World
PEOPLE
PROBLEMS PRODUCTS
Niche pain-killer
PEOPLE
PROBLEMS PRODUCTS
PEOPLE
PROBLEMS PRODUCTS
Ideal>
Real
Vitamin Mediocre product
Value proposition

Strategy
http://www.aeromobil.com/

Go-to-market-strategy

“Product-market fit means being in a good market with a product that can satisfy that market.”
- Marc Andreessen, a16z
“Product-market fit is when people sell for you.”
- Josh Porter, author of Designing for the Social Web
Myth #1: Product market fit is always a discrete, big bang event
Myth #2: It’s patently obvious when you have product market fit
Myth #3: Once you achieve product market fit, you can’t lose it
Myth #4: Once you have product-market fit, you don’t have to sweat the competition
- Ben Horowitz, a16z
“Product-market fit is when 100% of your customers are using 100% of your features”
- Des Traynor, Intercom
“Product-market fit can be measured according to a specific metric: when, in a survey, at least 40% of users say they
would be “very disappointed” without your product or service.
- Sean Ellis
What is Product-Market fit?

Why does identifying Product-Market ﬁt matter?

Minimum Viable
Market
Minimum Viable
Product
Problem
Solution
Value
Prop
!!!!!!!
!!!!!!!
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Solution
Problem
Value
Prop
!!!!!!!
!!!!!!!
!!!!!!!
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!!!!!!!
!!!!!!!
!!!!!!!
!!!!!!!
!!!!!!!
Solution
Problem
Value
Prop
"""""""
"""""""
"""""""
"""""""
"""""""
MarketProduct
1.
Problem - Solution
Fit
2.
Product - Market
Fit
3.
Scale within
Market
4.
Expand to other
Markets
!!!!!!!
!!!!!!!
!!!!!!!
!!!!!!!
!!!!!!!
Solution
Problem
Value
Prop
"""""""
"""""""
"""""""
"""""""
"""""""
The right way to build a business

Minimum Viable
Market
1.
Problem - Solution
Fit
2.
Product - Market
Fit
Minimum Viable
Product
Problem
Solution
Value
Prop
!!!!!!!
!!!!!!!
!!!!!!!
!!!!!!!
!!!!!!!
"""""""
"""""""
"""""""
"""""""
"""""""
Solution
Problem
Value
Prop
!!!!!!!
!!!!!!!
!!!!!!!
!!!!!!!
!!!!!!!
"""""""
"""""""
"""""""
"""""""
"""""""
3.
Scale within
Markets
!!!!!!!
!!!!!!!
!!!!!!!
!!!!!!!
!!!!!!!
Solution
Problem
Value
Prop
"""""""
"""""""
"""""""
"""""""
"""""""
MarketProduct
4.
Expand to other
Markets
!!!!!!!
!!!!!!!
!!!!!!!
!!!!!!!
!!!!!!!
Solution
Problem
Value
Prop
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wrong
across
Mis
Die
The right way to build a business

PEOPLE
PROBLEMS PRODUCTS

Best practice Product Management process
Deliver a good enough product
Deﬁne
Go-to-market
strategy
Discover
Value
Proposition Clearly describe target people, problems and products
Deﬁne how you are gonna get to the target value
proposition - with clear jobs and priorities
Deliver through lean development process

Get jobs
done better
Get more jobs done
Job 1 Job 2 Job 3
good enough
Deﬁne clear focus
Job 4
Go-to-market-strategy

Go-to-market-strategyExample - Lets build a house
Get shelter for me and my wife
Stay clean and healthy
Make meals
Enjoy family time
Park my car
Problems
Bath Bedroom
Kitchen Living room Garage
Product

Methodologies combined Execution

What is Product Management?
The art and science of making products people want.

productboard Strictly Confidential. Copyright © 2015 ProductBoard, Inc. All rights reserved.
Product Managers are in the center of it all
Executives
Development
Sales
Marketing
Support
Product
Management
product bits
field input, commitments
market feedback
vision, targets,
resources, budget
strategy, forecasts, commitments,
roadmaps, competitive intelligence
market context, priorities,
requirements, roadmaps,
epics, user stories, personas…
segmentation, messages, benefits/features,
pricing, qualifications, demos, roadmap
Technology Business courtesy of @richmironov

Executives
Development
Sales
Marketing
Support
Product
Management
BusinessTechnology

The story of alignment

Who are they?

Always outline the trinity
PEOPLE
PROBLEMS PRODUCTS
Value proposition

Thank you and please reach out to me!
Hubert Palan
www.linkedin.com/in/hubertpalan @hpalan hubert@productboard.com
http://productboard.com

Rockaway Academy #3 – Product Management with Hubert Palan (ProductBoard)

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Rockaway Academy #3 – Product Management with Hubert Palan (ProductBoard)