Speaker Profile
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
10. Behavioral Science People are not rational, understand their behavior Questions to ponder What influences their decision How they decide
11. Tenets of behavioral sciences Some insights on how people behave Commuters Paradox 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 most them will eventually choose the large house
15. User Experience Its important that your design takes care of the following Visceral, ex: colors (visual) Behavioral, ex: functional (interaction) Reflective, ex: emotional ( pride)
19. Why means Your purpose Your cause Your belief Reason for your organizations existence Reason you get out of your bed in the morning
20. Apple’s Message like everyone else We make great computers They’re beautifully designed, simple to use and user friendly Want to buy one?
21. But people buy Apple because Everything we do, we believe in challenging the status quo. We believe in thinking differently The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly We just happen to make great computers, want to buy one?
22. References Simon Sinek, Start With Why Jonah Lehrer, How we decide Steve Blank, Four steps to the Epiphany Dan Pink, Drive Paul Buchheit - blogs
24. Upcoming Events(sign up at www.adaptivemarketing.in) 24 Bangalore April 2nd PM Networking with Vinay Goel, VP Products Google “What does Google search in a PM?” Live Webinar (30 minutes) March 17th – Director PM, McAfee, USA “5 Lessons learned in managing PMs in India” April 9th – Director PM, SAP “5 things every India PM needs to know to excel in an MNC” Workshop for Product Professionals - Bangalore “Product Management Certification” April 14th (6 days) “Web 2.0/Internet Product Management” March 27th (1 day) “Engineering Leaders – Code to Customer Centric” TBD (2 days)
Editor's Notes
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