PM101: A Guide to Product Management
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A product manager is responsible for the overall success of a product by understanding customer needs and ensuring the product delivers value. Key responsibilities include defining product requirements and strategy, building business cases, conducting user research, creating roadmaps, and tracking metrics. The role requires balancing internal needs while representing customers externally throughout the product development process.
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PM101: A Guide to Product Management
- 1. Product Management 101 Tarun Chaudhary
- 2. DESIGN What is a Product Manager? TECHNOLOGY BUSINESS Product Manager
- 3. What is a Product Manager? A PRODUCT MANAGER IS A PRODUCT MANAGER IS NOT The mini CEO Big picture thinker Detail oriented Expert on market Voice of customers Technically Literate The boss Project manager Developer Sales person Customer support Scapegoat
- 4. Subject matter expertise Product requirements Persona development User insights Prototype development Release strategy Go to market Product promotion Sales enablement Channel development Product strategy Product roadmap Reporting & analysis Marketing insights Training INTERNAL EXTERNAL What does a Product Manager do?
- 5. WHY Market Analysis Opportunity Assessment Business Case WHAT Value Proposition Capture Priorities Product Requirements Business Requirements WHO Idea Validation User Insights Persona Development User Testing Customer Stories HOW Roadmap Features Wireframes / Prototype UX / CX Resource Management Supplier Management Product Development SO WHAT Collect Metrics Analyse & Optimize ROI Support Marketing & Sales Efforts Assess Continued Efforts The Process
- 7. Would you invest in this? What is your justification to help decision-makers to say yes to good investments and no to the poor ones? Create a persuasive, succinct opportunity statement to spark interest in what your product does. It should covey the target customer, their needs, the key benefit(s) that your product provides and how it is better than the completion. e.g. For people who love to travel, an AI powered destination discovery & travel booking service, personalised to the travellers likes and dislikes. The more you use it, the smarter it becomes.
- 8. The building blocks • Target customer(s) • Business need and/or strategic fit • Market analysis & sizing • Product description • Operations and implementation • Risk analysis and contingency plans • Recommendations
- 10. Start with interviews Listen more than you talk. Listen, even when people go off topic. Start from the assumption that everything you know is wrong. Find their problems and passions • Behaviour • Background knowledge • Motivations • Emotions • Needs • Pains
- 11. You customer profile What do they want to do? Gains Why do they want to do it? Jobs What problems do they face? Pains
- 12. Capture data as a ________________ I want to ________________ so that ________________ Stories PersonasSurveys name email favourite brand why do you like it? rate your experience
- 14. What will help your customers What problems or situations your product will solve for customers? What specific benefits your product will deliver ? Why should your customer buy from you and not from the competition? e.g. trello.com Trello lets you work more collaboratively and get more done. Trello’s boards, lists, and cards enable you to organize and prioritize your projects in a fun, flexible and rewarding way.
- 15. Your value map Product & Services What will amplify their gains? Gain Creators What will alleviate their pain? Pain Relievers
- 16. Achieving Customer Fit Product & Services Gain Creators Pain Relievers Gains Pains Jobs When your products and service produce pain relivers and gain creators that match one ore more jobs pains and gains that are important to your customers When your value maps meets your customer profile
- 17. How? Building your product “Customers don’t care about your solution. They care about their problems.”
- 19. Create a Roadmap A roadmap communicates the “why” behind what you’re building. It’s a plan for your strategy. A roadmap is a high-level visual summary that maps out the vision and direction of your product, often over time. Time based Phased Current Near Term Long Term • Search & listings • Single Sign-on • Analytics Dashboard • Integrate with Google Maps API • Android App (mobile) • User Access Control • Custom Reporting • iPad (& other tablet) Apps
- 20. Create the UI Sketch • Intentionally ambiguous • Rapid exploration • Great for brainstorming • With customers and teams Wireframes • Communicates layout • Information architecture • Tests understanding • Lacks specific content or Images Hi-Fi • Communicates experience • More detail / brand focus • Closest to actual product • Last step before final visual design/development
- 21. Define your UX Focus on customers using your product
- 22. Define functionality Map user stories to product features Group features under common themes Prioritise feature delivery This is the product backlog which is used for development. Remember product backlog is not the product roadmap
- 23. Launch
- 24. Celebrate your achievement • Make it an occasion • Showcase your product to your customers, stakeholders, to the press though • Social media • Email marketing • Paid campaign • Launch event • Be the best advocates of your product
- 25. So What?
- 26. Don’t loose momentum • Measure your product usage • Compare usage against your metrics • Monitor your product across social channels • Listen to your customer responses • Interact more with your customers • Make sense of the feedback • Reprioritise your backlog if needed • Always keep shipping
- 27. “Sell the problem you solve not the product.”
- 28. Tools Ideation • mindmap • Trello • Google Docs Research • Google Trends • Similarweb • ProductHunt Interview and Surveys • Typeform • SurveyMonkey • Google Forms Canvas • Business Model Canvas • Value Proposition Canvas UI Creation • Pencil/Paper • Axure • Balsamiq Prototyping • UXPin • Mockinbot • Invision • Wordpress / Wix / Squarespace Roadmapping • Roadmunk • Confluence Roadmap plugin • Trello • ProductPlan Project Management • Jira • Asana Product Management • Craft.io • Aha.io • ProdPad Analytics • Google Analytics • Mixpanel • Heap Analytics • Delighted • Wootric