5 things a web 2.0 product manager should know<br />Adaptive Marketing, Webinar<br />
1st story<br />
Most Essential Factor<br />Team<br />Product<br />Market<br />
2nd Story<br />
Customer Development Model<br />Three kinds of markets<br />New<br />Re-segmented<br />Existing<br />
Sales Curve in Different Markets<br />Linear Curve – Existing Market<br />Hockey Stick– Re-segmented / new market<br />
Customer Development Model<br />
CDAR approach<br />Iterate/Plan<br />Release/Launch<br />Migration/Exit<br />Conceptualize<br />Develop<br />Adopt<br />Re...
3rd Story<br />
Behavioral Science<br />People are not rational, understand their behavior<br />Questions to ponder<br />What influences t...
Tenets of behavioral sciences<br />Some insights on how people behave<br />Commuters Paradox<br />a three bedroom apartmen...
Tenets of Behavioral Science<br />We think we understand people – a study by Fed<br />
Behavior – Product<br />
4th story<br />
User Experience<br />	Its important that your design takes care of the following<br />Visceral, ex: colors (visual)<br />B...
5th Story<br />
Golden Circle<br />
Mapping with human brain<br />PREFRONTAL CORTEX<br />LIMBIC BRAIN<br />
Why means<br />Your purpose<br />Your cause<br />Your belief<br />Reason for your organizations existence<br />Reason you ...
Apple’s Message like everyone else<br />We make great computers<br />They’re beautifully designed, simple to use and user ...
But people buy Apple because<br />Everything we do, we believe in challenging the status quo. We believe in thinking diffe...
References<br />Simon Sinek, Start With Why<br />Jonah Lehrer, How we decide<br />Steve Blank, Four steps to the Epiphany<...
Thank You<br />Viveck P Kumar<br />viveck.p.kumar@gmail.com<br />
Upcoming Events(sign up at www.adaptivemarketing.in)<br />24<br />Bangalore<br />April 2nd PM Networking with Vinay Goel, ...
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Five Things a Web 2.0 Product Manager Should Know by Viveck Kumar

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Viveck is currently managaing products for Paypal/Ebay. Prior to this, he was General Manager - products with a start up initiative of Reliance Big Entertainment, where he was responsible for heading the team to create the first indigenous Internet ad-exchange.


Viveck was also an entrepreneur creating a surrogate business consulting network during his early days of career. Being one of the initial members of Zapak, he had the opportunity to lead manage important product lines of the company. Viveck has also worked with MNCs such as SAS where was incharge for the application business and handled the business development for business consulting division of Wipro.
During his tenure as product manager, he has strongly advocated and implemented Market Based Product Framework during the phases of product creation and adoption leading them to success.

Agenda

- Importance of behavioral science in product management
- Customer development model
- Product strategy and frameworks
- CDAR model
- Support & Way of Life

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  • Team – Google wave was run by a ‘proven’ team who were instrumental for Google Earth – Lars RasmussenProduct – Google wave was indeed a good product with 45000 supporters still wanting Google Wave back Market – did not exist becauseEmail, instant messaging was a habitOver Engineering of value
  • A company started in India around 4 years agoThe product was conceptualized, developed, beta tested and launchedVP sales and VP marketing were hiredIt had a splendid launch garnering 2 MM page views per day within 2 months and 1 MM customer base within 4 monthsEnd of 1st year, the company was way down in terms of its page views and projected revenue
  • Commute leads to unhappiness and research says a person commuting 1 hr has to earn 40% more to be satisfied compared to someone who walks to officeCar shopping People compare quantifiable variables like HP compared to cost of maintenance, comfort of front seat,etc
  • OTA is a crowded place in Indian marketCleartrip launched in 2006 has been growing ever sinceThe first cash positive travel portalLast 2 years, growing 100% CAGRBagged 30% market share
  • Don’t make people thinkDesign is primary, needs a lot more importance than people generally attribute
  • Five Things a Web 2.0 Product Manager Should Know by Viveck Kumar

    1. 1. 5 things a web 2.0 product manager should know<br />Adaptive Marketing, Webinar<br />
    2. 2. 1st story<br />
    3. 3. Most Essential Factor<br />Team<br />Product<br />Market<br />
    4. 4. 2nd Story<br />
    5. 5. Customer Development Model<br />Three kinds of markets<br />New<br />Re-segmented<br />Existing<br />
    6. 6. Sales Curve in Different Markets<br />Linear Curve – Existing Market<br />Hockey Stick– Re-segmented / new market<br />
    7. 7. Customer Development Model<br />
    8. 8. CDAR approach<br />Iterate/Plan<br />Release/Launch<br />Migration/Exit<br />Conceptualize<br />Develop<br />Adopt<br />Retire<br />Feedback<br />
    9. 9. 3rd Story<br />
    10. 10. Behavioral Science<br />People are not rational, understand their behavior<br />Questions to ponder<br />What influences their decision<br />How they decide<br />
    11. 11. Tenets of behavioral sciences<br />Some insights on how people behave<br />Commuters Paradox<br />a three bedroom apartment that is located in the middle of a city, with a ten minute commute time, or a five bedroom McMansion on the urban outskirts, with a forty-five minute commute<br />most them will eventually choose the large house<br />
    12. 12. Tenets of Behavioral Science<br />We think we understand people – a study by Fed<br />
    13. 13. Behavior – Product<br />
    14. 14. 4th story<br />
    15. 15. User Experience<br /> Its important that your design takes care of the following<br />Visceral, ex: colors (visual)<br />Behavioral, ex: functional (interaction)<br />Reflective, ex: emotional ( pride)<br />
    16. 16. 5th Story<br />
    17. 17. Golden Circle<br />
    18. 18. Mapping with human brain<br />PREFRONTAL CORTEX<br />LIMBIC BRAIN<br />
    19. 19. Why means<br />Your purpose<br />Your cause<br />Your belief<br />Reason for your organizations existence<br />Reason you get out of your bed in the morning<br />
    20. 20. Apple’s Message like everyone else<br />We make great computers<br />They’re beautifully designed, simple to use and user friendly<br />Want to buy one?<br />
    21. 21. But people buy Apple because<br />Everything we do, we believe in challenging the status quo. We believe in thinking differently<br />The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly<br />We just happen to make great computers, want to buy one?<br />
    22. 22. References<br />Simon Sinek, Start With Why<br />Jonah Lehrer, How we decide<br />Steve Blank, Four steps to the Epiphany<br />Dan Pink, Drive<br />Paul Buchheit - blogs<br />
    23. 23. Thank You<br />Viveck P Kumar<br />viveck.p.kumar@gmail.com<br />
    24. 24. Upcoming Events(sign up at www.adaptivemarketing.in)<br />24<br />Bangalore<br />April 2nd PM Networking with Vinay Goel, VP Products Google<br />“What does Google search in a PM?”<br />Live Webinar (30 minutes)<br />March 17th – Director PM, McAfee, USA<br />“5 Lessons learned in managing PMs in India”<br />April 9th – Director PM, SAP<br />“5 things every India PM needs to know to excel in an MNC”<br />Workshop for Product Professionals - Bangalore<br />“Product Management Certification”<br />April 14th (6 days)<br />“Web 2.0/Internet Product Management”<br />March 27th (1 day)<br />“Engineering Leaders – Code to Customer Centric”<br />TBD (2 days)<br />

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