Asok Boopathy's Keynote Speech at Product Camp Sydney, 24 November 2012. A perspective on Product management. Topics include "The circle of product management", "The purple cow", and "Know the state of your business".

1. A perspective on
product management
Product Camp
November 24, 2012 Asok Boopathy
© 2003 – 2009 Bigcommerce Pty. Ltd.

2. Keypoints The circle of product management
It is not just about The Product
“The Product”
Know your customers
You can’t be all things to State of the Business Customers
everyone
Brand promise
Craftmanship
Continuous Optimisation Focus/Personas
Create a “Purple Cow”
Continuous Optimisation
Understand the state of your
business The Purple Cow Brand Promise
Craftsmanship
© 2003 – 2009 Bigcommerce Pty. Ltd.

3. The circle of product management
Keypoints
It is not just about The Product
“The Product”
Know your customers
You can’t be all things to State of the Business Customers
everyone
Brand promise
Craftmanship
Continuous Optimisation Focus/Personas
Create a “Purple Cow”
Continuous Optimisation
Understand the state of your
business The Purple Cow Brand Promise
People, more people,
armies of people
- Communication Craftsmanship
- Alignment
- Changing the DNA
© 2003 – 2009 Bigcommerce Pty. Ltd.

4. The circle of product management
Keypoints
It is not just about The Product
“The Product” DATA DATA
Know your customers
You can’t be all things to State of the Business Customers
everyone
Brand promise
Craftmanship
Continuous Optimisation Focus/Personas
Create a “Purple Cow”
Continuous Optimisation
Understand the state of your
business The Purple Cow Brand Promise
People, more people,
armies of people
- Communication Craftsmanship
- Alignment
- Changing the DNA
Data
© 2003 – 2009 Bigcommerce Pty. Ltd.

5. The circle of product management
Keypoints
It is not just about The Product
“The Product” DATA DATA
Know your customers
You can’t be all things to State of the Business Customers
everyone
Brand promise
Craftmanship
Continuous Optimisation Focus/Personas
Create a “Purple Cow”
Continuous Optimisation
Understand the state of your
business The Purple Cow Brand Promise
People, more people,
armies of people
- Communication Craftsmanship
- Alignment
- Changing the DNA
Data
© 2003 – 2009 Bigcommerce Pty. Ltd.

6. The purple cow
© 2003 – 2009 Bigcommerce Pty. Ltd.

7. Know the state of your business
Realignment Turnaround FAIL
Shutdown
FAIL
Sustaining Success Start-up Amazon.com Sales Ebay GMV (gross merchandise value) Bigcommerce Client Revenue
$800,000,000
GROWTH $700,000,000
$600,000,000
$500,000,000
$400,000,000
$300,000,000
$200,000,000
$100,000,000
$-
1st full
calendar 2nd full
year calendar 3rd full
year calendar
year
© 2003 – 2009 Bigcommerce Pty. Ltd.

8. Questions?Comme
nts?
© 2003 – 2009 Bigcommerce Pty. Ltd.

9. Thank you!
© 2003 – 2009 Bigcommerce Pty. Ltd.