Product Management introductory workshop

1. Product
Management
101
by Sebastian Maraloiu

2. Sebastian Maraloiu
Marketing/Product Manager

3. What
about you?

4. Product Manager
(PdM)

5. The person defining the
why, what, and when
of the product.

9. Different roles

10. Customer: B2B vs B2C
Industry: gaming vs ecommerce
Hardware vs Software
Team size: startup vs corporate
Product lifecycle: intro vs maturity

11. Product
development cycle

12. PLAN
DEFINE &
VALIDATE
BUILD
POST
LAUNCH
PRODUCT
CYCLE

13. 1. Ridesharing app for B2B
2. New dating app
3. Food delivery app for professionals
4. App to find ATMs near you
5. A new social network for teens
6. A fitness app for inactive people
7. Alarm clock app with punishments

14. 1. Plan

15. Market research: size, growth, trend
Competition: share, price, features
=>
Vision
Goals
Business Model Canvas

18. Competition exercise

19. Competitive analysis

22. 2.
Define & validate

24. Hypothesis

25. Hypothesis

26. User interviews

27. Personas

28. User journey
Pack for travel
Go to airport
Arrive at airport
Check-in
Go through security
Find gate
Arrive at destination

30. 3. Build

31. link

32. Vision
Goal
Epic Epic
Goal
Epic
Story
Task Task Task
Story Story<1 sprint

33. Story template
As a {user/persona},
I want to {goal}
so that {benefit}.

34. Roadmaps

35. Sketch MVP

36. PdM role during sprints
Week -4 Week -3 Week -2 Week-1 Start Done
Dev & UX estimates
Business model
Backlog prioritization
Update roadmap
Team signoff
User flows
User testing
Designs
Detailed stories
Clarify requirements
User testing
Bug fixes
Communications:
Sales, Mk, CS

38. 4. Post-launch
Acquire. Retain & Support. Measure

39. 1 day in the
life of a PdM

40. link

41. link

42. Sebastian Maraloiu
Marketing/Product Manager

43. Feedback
bit.ly/peak-it-2019-feedback