SlideShare a Scribd company logo
1 of 32
Download to read offline
PRODUCT
Kyiv PM Day
May 19, 2018
MYSTERY
MANAGER
Дмитрий Горин
Product Manager
● Активный агент изменений системы в компании.
● “Кто? Что? Когда? Как?” Остальное менее важно.
● Сторонник people менеджмента
Лучше маленький востребованный продукт сегодня,
чем большой и никому не нужный завтра.
● Брошенная корзина
● Покупка
● Регистрация
● Кастомное событие
sendpulse.com/ru/features/email/automation-360
Chernigiv
Istambul
Minsk
Sau Paulo
New
York
Saint Petersburg
Santiago
México
● 18 лет на руководящих позициях в сфере ИТ.
● 10 лет в аналитике.
● Постоянный спикер ИТ-конференций в Украине.
Евгений Антонов
Ведущий бизнес-аналитик
Активный участник
Best PM of the year
@ Kyiv PM Day 2017
Чернігівський ІТ кластер — це спільнота компаній
у галузі інформаційних технологій,
метою яких є покращення та розвиток IT в місті.
● Что такое продукт и зачем ему
менеджер (определение роли).
● Что должен делать менеджер
продукта (обязанности роли).
● Какими бывают менеджеры
продукта и чем они отличается
от других ролей менеджеров.
● Как стать хорошим
менеджером продукта
Про что кино? Менеджер продукта
WHAT
IS A PRODUCT
— AND —
WHY
DOES IT NEED
A MANAGER
Я изобретал, а Джобс
зарабатывал на этом
деньги... продукт,
с которого мы начинали,
придумал я»
«
Стив Возняк
30.09.2017, Киев
19901977
ЧТО ТАКОЕ ПРОДУКТ
в современной экономике ?
Product definition
A good, idea, method, information or service created as a result of a process and
serves a need or satisfies a want. It has a combination of tangible and intangible
attributes (benefits, features, functions) that a seller offers a buyer for purchase.
USERS BUSINESS
TECHNOLOGYfortune.com
«Why startups fail»
Successful
Product
Product Success
#feasible
#desirable
+possible
#viable
+usable
+valuable
Product
Manager
Development Team
Acceptance
Criteria for
desirable?
How much?
I want the same hat!
Product Manager
build
the right
product
build
the product
right
build
the product
right time
WHEN?
HOW?WHAT?
strategy
&
product
success
WHAT
SHOULD
THE PM
DO
Development
Customers
Product
Manager
DEVELOPDESIGN
DELIVERDISCOVER
DEPLOYDEFINE
INTERACTIONS
IN THE
PRODUCT
DEVELOPMENT
LIFECYCLE
© Yevgeniy Antonov
I exist!
PRODUCT
MANAGER’S
SKILLS MAP
© Yevgeniy Antonov
DEVELOPMENT
BUSINESS
CUSTOMERS
MARKETING
Market
research
Competitor
analysis
P&L
evaluation
Roadmap
maintenance
Release
planning
Requirements
elaboration
Impact
tracking
UX & A/B
testing
Feedback
handling
Customer
development
UX design
Architecture
coordination
4P planning
Strategy
elaboration
Design
definition
Team
leading
PRODUCT
MANAGER
WHAT
KIND OF PM ARE THERE
— AND —
HOW
DO THEY DIFFER
FROM OTHER ROLES
CONSULTANTS VENDORS
DISTRIBUTORSINTEGRATORS
DEVELOPMENT
BUSINESS
CUSTOMERS
MARKETING
PRODUCT
MANAGER
FOCUSING
OF PRODUCT
MANAGERS
DEPENDING
ON COMPANY
TYPE
© Yevgeniy Antonov
PRODUCT
MANAGEMENT
TRIANGLE
MODEL
STRATEGY
MARKETING TECHNOLOGY
Technical
Product
Manager
Tactical
Product
Marketing
Product
Strategist
Technical Market
Planning
Technical Product
Marketing
Roadmap
Architect
Technical
Strategist
Strategic Product
Manager
Business
Management
Category
Management
Strategic
Product Marketing
Digital
Product Marketing
Product
Management
Strategic
Marketing
Product Product
Owner
Technical
Marketer
Product
strategyd.org
PDLC
product
manager
project
manager
deliver a successful project
taking into account all project
constraints and dependencies
● Project budget
● Project resources
● Project plan
● Project risks
● Project schedule
● Work breakdown
structure
● People management
develop and deliver
the product to a customer
so that he buy and use it
● Strategy
● Market research
● Product vision
● Feature
prioritization
● Product lifecycle
● Customer
satisfaction
● Revenue (P&L)
● Working with
development team
● Working with customers
● Product roadmap
● Release planning
● Product delivery
Product Manager vs. Project Manager
product
manager
product
owner
strategy and overall
success of the product
maximizing the output
of the development team
● «Voice» of Customer
● Needs definition
● Features/US definition
● Features prioritization
● Product vision
● Product roadmap
● Release planning
● Personas
● Ensure US’s
are «Ready»
● Backlog grooming
● Collaboration with
development team
● Release tracking
● US acceptance
● Strategy
● Market research
● Product vision
● Feature
prioritization
● Product lifecycle
● Customer
satisfaction
● Revenue (P&L)
Product Manager vs. Product Owner
Product Manager vs. Product Owner in SAFe
Product
Manager
ROLES IN
DEVELOPMENT
MANAGEMENT
© Yevgeniy Antonov
INTERNAL
EXTERNAL
STRATEGY
TACTICS
Project
Manager
Product
Owner
Program
Manager
Delivery Manager
HOW
TO BECOME A GOOD
PRODUCT MANAGER
Дмитро Горін та Євгеній Антонов  “Mystery Product Manager” Kyiv Project Management Day
Market
Feedback
profit
Time
to
Career Opportunities
Career Opportunities
➔ Switching to a product
company
➔ Internal changes
in the company
➔ «Do it yourself»
The Way of the Dragon
Why do you need to be a Product Manager?
● Welcome to the Experience Economy
● What is a Digital Product
● Defining Product
● Product managers for the digital world
● The Product Manager vs. Project Manager
● Product Management vs. Project
Management
● Comparing the Product Manager
and the Product Owner Role
● Product Owner vs. Product Manager
Exploration
● Good Product Manager / Bad Product
Manager
● What Is a Product Manager, Actually?
● Behind Every Great Product
● MVPM: Minimum Viable Product Manager
● The Black Box of Product Management
● Silicon Valley Product Group
● 280Group — Optimal Product Management
● Lean Canvas from LEANSTACK
● Business Model Canvas & Value Proposition
Canvas from Strategyzer
➔ Product Manager: a Secret Weapon for
Product Development Business
➔ Product Manager: an Ordinary Everyday
Superhero
Useful Links
СПАСИБО!
eantonov@i.ua
linkedin.com/in/eantonov
ВОПРОСЫ?
gorin.pm@gmail.com
linkedin.com/in/dmitriygorin
goo.gl/dMeVdv

More Related Content

Similar to Дмитро Горін та Євгеній Антонов “Mystery Product Manager” Kyiv Project Management Day

Breaking into Product Management by Amazon Sr PM
Breaking into Product Management by Amazon Sr PMBreaking into Product Management by Amazon Sr PM
Breaking into Product Management by Amazon Sr PMProduct School
 
Beyond the Crystal Ball: The Agile PMO
Beyond the Crystal Ball: The Agile PMOBeyond the Crystal Ball: The Agile PMO
Beyond the Crystal Ball: The Agile PMOGilt Tech Talks
 
Why Agile? Back to Basics.
Why Agile? Back to Basics.Why Agile? Back to Basics.
Why Agile? Back to Basics.Lucas Hendrich
 
How to Find Success in a Product Manager Role by GoGuardian PM
How to Find Success in a Product Manager Role by GoGuardian PMHow to Find Success in a Product Manager Role by GoGuardian PM
How to Find Success in a Product Manager Role by GoGuardian PMProduct School
 
How to Use Competitive Analysis and Strategy by YouTube PM
How to Use Competitive Analysis and Strategy by YouTube PMHow to Use Competitive Analysis and Strategy by YouTube PM
How to Use Competitive Analysis and Strategy by YouTube PMProduct School
 
How to Differentiate B2B vs. B2C Product Management by fmr Microsoft PM
How to Differentiate B2B vs. B2C Product Management by fmr Microsoft PMHow to Differentiate B2B vs. B2C Product Management by fmr Microsoft PM
How to Differentiate B2B vs. B2C Product Management by fmr Microsoft PMProduct School
 
What is Product Management and How to Break Into It by Google PM
What is Product Management and How to Break Into It by Google PMWhat is Product Management and How to Break Into It by Google PM
What is Product Management and How to Break Into It by Google PMProduct School
 
Why ProdPad?
Why ProdPad?Why ProdPad?
Why ProdPad?ProdPad
 
Product Management - Isaac Souweine for FounderFuel
Product Management - Isaac Souweine for FounderFuelProduct Management - Isaac Souweine for FounderFuel
Product Management - Isaac Souweine for FounderFuelFounderFuel
 
What is Product Management and Why Should You Care
What is Product Management and Why Should You CareWhat is Product Management and Why Should You Care
What is Product Management and Why Should You CareIsaac Souweine
 
Product management in practice
Product management in practiceProduct management in practice
Product management in practiceBikram Gupta
 
The Agile PMO (fall 2014 version)
The Agile PMO (fall 2014 version)The Agile PMO (fall 2014 version)
The Agile PMO (fall 2014 version)Gilt Tech Talks
 
How to Build Products at a Global Scale by Amazon PM & PgM
How to Build Products at a Global Scale by Amazon PM & PgMHow to Build Products at a Global Scale by Amazon PM & PgM
How to Build Products at a Global Scale by Amazon PM & PgMProduct School
 
Заняття #2. Product Validation
Заняття #2. Product ValidationЗаняття #2. Product Validation
Заняття #2. Product ValidationLviv Startup Club
 
How to Navigate Being a Product Manager by Spotify PM
How to Navigate Being a Product Manager by Spotify PMHow to Navigate Being a Product Manager by Spotify PM
How to Navigate Being a Product Manager by Spotify PMProduct School
 
Oleksii Solntsev - the many hats of the product manager
Oleksii Solntsev - the many hats of the product managerOleksii Solntsev - the many hats of the product manager
Oleksii Solntsev - the many hats of the product managerLviv Startup Club
 
Odoo Implementation Methodology
Odoo Implementation MethodologyOdoo Implementation Methodology
Odoo Implementation MethodologyOdoo
 
How to Break Down PM in Startups vs. Big Companies by WeWork PM
How to Break Down PM in Startups vs. Big Companies by WeWork PMHow to Break Down PM in Startups vs. Big Companies by WeWork PM
How to Break Down PM in Startups vs. Big Companies by WeWork PMProduct School
 
Digital Product Management Overview - Dubai Digital & Tech at Astrolabs
Digital Product Management Overview - Dubai Digital & Tech at AstrolabsDigital Product Management Overview - Dubai Digital & Tech at Astrolabs
Digital Product Management Overview - Dubai Digital & Tech at AstrolabsAngela Govila
 

Similar to Дмитро Горін та Євгеній Антонов “Mystery Product Manager” Kyiv Project Management Day (20)

Breaking into Product Management by Amazon Sr PM
Breaking into Product Management by Amazon Sr PMBreaking into Product Management by Amazon Sr PM
Breaking into Product Management by Amazon Sr PM
 
Beyond the Crystal Ball: The Agile PMO
Beyond the Crystal Ball: The Agile PMOBeyond the Crystal Ball: The Agile PMO
Beyond the Crystal Ball: The Agile PMO
 
Why Agile? Back to Basics.
Why Agile? Back to Basics.Why Agile? Back to Basics.
Why Agile? Back to Basics.
 
Product Management
Product ManagementProduct Management
Product Management
 
How to Find Success in a Product Manager Role by GoGuardian PM
How to Find Success in a Product Manager Role by GoGuardian PMHow to Find Success in a Product Manager Role by GoGuardian PM
How to Find Success in a Product Manager Role by GoGuardian PM
 
How to Use Competitive Analysis and Strategy by YouTube PM
How to Use Competitive Analysis and Strategy by YouTube PMHow to Use Competitive Analysis and Strategy by YouTube PM
How to Use Competitive Analysis and Strategy by YouTube PM
 
How to Differentiate B2B vs. B2C Product Management by fmr Microsoft PM
How to Differentiate B2B vs. B2C Product Management by fmr Microsoft PMHow to Differentiate B2B vs. B2C Product Management by fmr Microsoft PM
How to Differentiate B2B vs. B2C Product Management by fmr Microsoft PM
 
What is Product Management and How to Break Into It by Google PM
What is Product Management and How to Break Into It by Google PMWhat is Product Management and How to Break Into It by Google PM
What is Product Management and How to Break Into It by Google PM
 
Why ProdPad?
Why ProdPad?Why ProdPad?
Why ProdPad?
 
Product Management - Isaac Souweine for FounderFuel
Product Management - Isaac Souweine for FounderFuelProduct Management - Isaac Souweine for FounderFuel
Product Management - Isaac Souweine for FounderFuel
 
What is Product Management and Why Should You Care
What is Product Management and Why Should You CareWhat is Product Management and Why Should You Care
What is Product Management and Why Should You Care
 
Product management in practice
Product management in practiceProduct management in practice
Product management in practice
 
The Agile PMO (fall 2014 version)
The Agile PMO (fall 2014 version)The Agile PMO (fall 2014 version)
The Agile PMO (fall 2014 version)
 
How to Build Products at a Global Scale by Amazon PM & PgM
How to Build Products at a Global Scale by Amazon PM & PgMHow to Build Products at a Global Scale by Amazon PM & PgM
How to Build Products at a Global Scale by Amazon PM & PgM
 
Заняття #2. Product Validation
Заняття #2. Product ValidationЗаняття #2. Product Validation
Заняття #2. Product Validation
 
How to Navigate Being a Product Manager by Spotify PM
How to Navigate Being a Product Manager by Spotify PMHow to Navigate Being a Product Manager by Spotify PM
How to Navigate Being a Product Manager by Spotify PM
 
Oleksii Solntsev - the many hats of the product manager
Oleksii Solntsev - the many hats of the product managerOleksii Solntsev - the many hats of the product manager
Oleksii Solntsev - the many hats of the product manager
 
Odoo Implementation Methodology
Odoo Implementation MethodologyOdoo Implementation Methodology
Odoo Implementation Methodology
 
How to Break Down PM in Startups vs. Big Companies by WeWork PM
How to Break Down PM in Startups vs. Big Companies by WeWork PMHow to Break Down PM in Startups vs. Big Companies by WeWork PM
How to Break Down PM in Startups vs. Big Companies by WeWork PM
 
Digital Product Management Overview - Dubai Digital & Tech at Astrolabs
Digital Product Management Overview - Dubai Digital & Tech at AstrolabsDigital Product Management Overview - Dubai Digital & Tech at Astrolabs
Digital Product Management Overview - Dubai Digital & Tech at Astrolabs
 

More from Lviv Startup Club

Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Anna Kompanets: PMO Maturity and Continuous Improvement (UA)
Anna Kompanets: PMO Maturity and Continuous Improvement (UA)Anna Kompanets: PMO Maturity and Continuous Improvement (UA)
Anna Kompanets: PMO Maturity and Continuous Improvement (UA)Lviv Startup Club
 
Natalia Folgina: General state of IT talent market (UA)
Natalia Folgina: General state of IT talent market (UA)Natalia Folgina: General state of IT talent market (UA)
Natalia Folgina: General state of IT talent market (UA)Lviv Startup Club
 
Andrii Burlutskyi: Емпатія та AI: секрет сучасного demand generation (UA)
Andrii Burlutskyi: Емпатія та AI: секрет сучасного demand generation (UA)Andrii Burlutskyi: Емпатія та AI: секрет сучасного demand generation (UA)
Andrii Burlutskyi: Емпатія та AI: секрет сучасного demand generation (UA)Lviv Startup Club
 
Maxim Pоchebut: Symphony of leadership: bridging the business and learning go...
Maxim Pоchebut: Symphony of leadership: bridging the business and learning go...Maxim Pоchebut: Symphony of leadership: bridging the business and learning go...
Maxim Pоchebut: Symphony of leadership: bridging the business and learning go...Lviv Startup Club
 
Kateryna Doroshevska: Побудова довіри та впізнаванності через персональний бр...
Kateryna Doroshevska: Побудова довіри та впізнаванності через персональний бр...Kateryna Doroshevska: Побудова довіри та впізнаванності через персональний бр...
Kateryna Doroshevska: Побудова довіри та впізнаванності через персональний бр...Lviv Startup Club
 
Maryna Ruban: ТОП фішок, які використовують в IT у 2024 році (UA)
Maryna Ruban: ТОП фішок, які використовують в IT у 2024 році (UA)Maryna Ruban: ТОП фішок, які використовують в IT у 2024 році (UA)
Maryna Ruban: ТОП фішок, які використовують в IT у 2024 році (UA)Lviv Startup Club
 
Eldar Nagorniy: Стратегія хамелеона. Як просувати ІТ outsource, мімікруючи пі...
Eldar Nagorniy: Стратегія хамелеона. Як просувати ІТ outsource, мімікруючи пі...Eldar Nagorniy: Стратегія хамелеона. Як просувати ІТ outsource, мімікруючи пі...
Eldar Nagorniy: Стратегія хамелеона. Як просувати ІТ outsource, мімікруючи пі...Lviv Startup Club
 
Danylo Fedirko: Leveraging AI in SEO and optimizing for SRE (ChatGPT and Bard...
Danylo Fedirko: Leveraging AI in SEO and optimizing for SRE (ChatGPT and Bard...Danylo Fedirko: Leveraging AI in SEO and optimizing for SRE (ChatGPT and Bard...
Danylo Fedirko: Leveraging AI in SEO and optimizing for SRE (ChatGPT and Bard...Lviv Startup Club
 
Mykyta Polatayko: Головні новації законопроєкту про посилення мобілізації для...
Mykyta Polatayko: Головні новації законопроєкту про посилення мобілізації для...Mykyta Polatayko: Головні новації законопроєкту про посилення мобілізації для...
Mykyta Polatayko: Головні новації законопроєкту про посилення мобілізації для...Lviv Startup Club
 
Daria Yaniieva: Corporate VC: driving Product and Service business synergy (UA)
Daria Yaniieva: Corporate VC: driving Product and Service business synergy (UA)Daria Yaniieva: Corporate VC: driving Product and Service business synergy (UA)
Daria Yaniieva: Corporate VC: driving Product and Service business synergy (UA)Lviv Startup Club
 
Serhii Herasymov: Boost sales through Accelerators (UA)
Serhii Herasymov: Boost sales through Accelerators (UA)Serhii Herasymov: Boost sales through Accelerators (UA)
Serhii Herasymov: Boost sales through Accelerators (UA)Lviv Startup Club
 
Taras Bachynskyy: Як масштабувати ІТ компанію через M&A (UA)
Taras Bachynskyy: Як масштабувати ІТ компанію через M&A (UA)Taras Bachynskyy: Як масштабувати ІТ компанію через M&A (UA)
Taras Bachynskyy: Як масштабувати ІТ компанію через M&A (UA)Lviv Startup Club
 
Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...
Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...
Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...Lviv Startup Club
 
Maksym Vyshnivetskyi: PMO KPIs ( UA ).
Maksym  Vyshnivetskyi:  PMO KPIs ( UA ).Maksym  Vyshnivetskyi:  PMO KPIs ( UA ).
Maksym Vyshnivetskyi: PMO KPIs ( UA ).Lviv Startup Club
 
Nataliia Bichan: PMO Quality Management (UA)
Nataliia Bichan: PMO Quality Management (UA)Nataliia Bichan: PMO Quality Management (UA)
Nataliia Bichan: PMO Quality Management (UA)Lviv Startup Club
 
Ihor Pavlenko: PMO Risk Management (UA )
Ihor Pavlenko: PMO Risk Management (UA )Ihor Pavlenko: PMO Risk Management (UA )
Ihor Pavlenko: PMO Risk Management (UA )Lviv Startup Club
 
Denis Shemyakin: Communication and Stakeholder Engagement (UA)
Denis Shemyakin: Communication and Stakeholder Engagement (UA)Denis Shemyakin: Communication and Stakeholder Engagement (UA)
Denis Shemyakin: Communication and Stakeholder Engagement (UA)Lviv Startup Club
 
Yuliia Pieskova: Cуперсили українських команд (UA)
Yuliia Pieskova: Cуперсили українських команд (UA)Yuliia Pieskova: Cуперсили українських команд (UA)
Yuliia Pieskova: Cуперсили українських команд (UA)Lviv Startup Club
 
Oleksandr Grytsenko: Decision Intelligence Under the Hood (UA)
Oleksandr Grytsenko: Decision Intelligence Under the Hood (UA)Oleksandr Grytsenko: Decision Intelligence Under the Hood (UA)
Oleksandr Grytsenko: Decision Intelligence Under the Hood (UA)Lviv Startup Club
 

More from Lviv Startup Club (20)

Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Anna Kompanets: PMO Maturity and Continuous Improvement (UA)
Anna Kompanets: PMO Maturity and Continuous Improvement (UA)Anna Kompanets: PMO Maturity and Continuous Improvement (UA)
Anna Kompanets: PMO Maturity and Continuous Improvement (UA)
 
Natalia Folgina: General state of IT talent market (UA)
Natalia Folgina: General state of IT talent market (UA)Natalia Folgina: General state of IT talent market (UA)
Natalia Folgina: General state of IT talent market (UA)
 
Andrii Burlutskyi: Емпатія та AI: секрет сучасного demand generation (UA)
Andrii Burlutskyi: Емпатія та AI: секрет сучасного demand generation (UA)Andrii Burlutskyi: Емпатія та AI: секрет сучасного demand generation (UA)
Andrii Burlutskyi: Емпатія та AI: секрет сучасного demand generation (UA)
 
Maxim Pоchebut: Symphony of leadership: bridging the business and learning go...
Maxim Pоchebut: Symphony of leadership: bridging the business and learning go...Maxim Pоchebut: Symphony of leadership: bridging the business and learning go...
Maxim Pоchebut: Symphony of leadership: bridging the business and learning go...
 
Kateryna Doroshevska: Побудова довіри та впізнаванності через персональний бр...
Kateryna Doroshevska: Побудова довіри та впізнаванності через персональний бр...Kateryna Doroshevska: Побудова довіри та впізнаванності через персональний бр...
Kateryna Doroshevska: Побудова довіри та впізнаванності через персональний бр...
 
Maryna Ruban: ТОП фішок, які використовують в IT у 2024 році (UA)
Maryna Ruban: ТОП фішок, які використовують в IT у 2024 році (UA)Maryna Ruban: ТОП фішок, які використовують в IT у 2024 році (UA)
Maryna Ruban: ТОП фішок, які використовують в IT у 2024 році (UA)
 
Eldar Nagorniy: Стратегія хамелеона. Як просувати ІТ outsource, мімікруючи пі...
Eldar Nagorniy: Стратегія хамелеона. Як просувати ІТ outsource, мімікруючи пі...Eldar Nagorniy: Стратегія хамелеона. Як просувати ІТ outsource, мімікруючи пі...
Eldar Nagorniy: Стратегія хамелеона. Як просувати ІТ outsource, мімікруючи пі...
 
Danylo Fedirko: Leveraging AI in SEO and optimizing for SRE (ChatGPT and Bard...
Danylo Fedirko: Leveraging AI in SEO and optimizing for SRE (ChatGPT and Bard...Danylo Fedirko: Leveraging AI in SEO and optimizing for SRE (ChatGPT and Bard...
Danylo Fedirko: Leveraging AI in SEO and optimizing for SRE (ChatGPT and Bard...
 
Mykyta Polatayko: Головні новації законопроєкту про посилення мобілізації для...
Mykyta Polatayko: Головні новації законопроєкту про посилення мобілізації для...Mykyta Polatayko: Головні новації законопроєкту про посилення мобілізації для...
Mykyta Polatayko: Головні новації законопроєкту про посилення мобілізації для...
 
Daria Yaniieva: Corporate VC: driving Product and Service business synergy (UA)
Daria Yaniieva: Corporate VC: driving Product and Service business synergy (UA)Daria Yaniieva: Corporate VC: driving Product and Service business synergy (UA)
Daria Yaniieva: Corporate VC: driving Product and Service business synergy (UA)
 
Serhii Herasymov: Boost sales through Accelerators (UA)
Serhii Herasymov: Boost sales through Accelerators (UA)Serhii Herasymov: Boost sales through Accelerators (UA)
Serhii Herasymov: Boost sales through Accelerators (UA)
 
Taras Bachynskyy: Як масштабувати ІТ компанію через M&A (UA)
Taras Bachynskyy: Як масштабувати ІТ компанію через M&A (UA)Taras Bachynskyy: Як масштабувати ІТ компанію через M&A (UA)
Taras Bachynskyy: Як масштабувати ІТ компанію через M&A (UA)
 
Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...
Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...
Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...
 
Maksym Vyshnivetskyi: PMO KPIs ( UA ).
Maksym  Vyshnivetskyi:  PMO KPIs ( UA ).Maksym  Vyshnivetskyi:  PMO KPIs ( UA ).
Maksym Vyshnivetskyi: PMO KPIs ( UA ).
 
Nataliia Bichan: PMO Quality Management (UA)
Nataliia Bichan: PMO Quality Management (UA)Nataliia Bichan: PMO Quality Management (UA)
Nataliia Bichan: PMO Quality Management (UA)
 
Ihor Pavlenko: PMO Risk Management (UA )
Ihor Pavlenko: PMO Risk Management (UA )Ihor Pavlenko: PMO Risk Management (UA )
Ihor Pavlenko: PMO Risk Management (UA )
 
Denis Shemyakin: Communication and Stakeholder Engagement (UA)
Denis Shemyakin: Communication and Stakeholder Engagement (UA)Denis Shemyakin: Communication and Stakeholder Engagement (UA)
Denis Shemyakin: Communication and Stakeholder Engagement (UA)
 
Yuliia Pieskova: Cуперсили українських команд (UA)
Yuliia Pieskova: Cуперсили українських команд (UA)Yuliia Pieskova: Cуперсили українських команд (UA)
Yuliia Pieskova: Cуперсили українських команд (UA)
 
Oleksandr Grytsenko: Decision Intelligence Under the Hood (UA)
Oleksandr Grytsenko: Decision Intelligence Under the Hood (UA)Oleksandr Grytsenko: Decision Intelligence Under the Hood (UA)
Oleksandr Grytsenko: Decision Intelligence Under the Hood (UA)
 

Recently uploaded

Human-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesHuman-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesMohammad Hassany
 
The basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptxThe basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptxheathfieldcps1
 
Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...raviapr7
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17Celine George
 
How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17Celine George
 
UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE
 
Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.EnglishCEIPdeSigeiro
 
Philosophy of Education and Educational Philosophy
Philosophy of Education  and Educational PhilosophyPhilosophy of Education  and Educational Philosophy
Philosophy of Education and Educational PhilosophyShuvankar Madhu
 
Quality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICEQuality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICESayali Powar
 
CAULIFLOWER BREEDING 1 Parmar pptx
CAULIFLOWER BREEDING 1 Parmar pptxCAULIFLOWER BREEDING 1 Parmar pptx
CAULIFLOWER BREEDING 1 Parmar pptxSaurabhParmar42
 
What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?TechSoup
 
Ultra structure and life cycle of Plasmodium.pptx
Ultra structure and life cycle of Plasmodium.pptxUltra structure and life cycle of Plasmodium.pptx
Ultra structure and life cycle of Plasmodium.pptxDr. Asif Anas
 
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...Nguyen Thanh Tu Collection
 
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfMaximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfTechSoup
 
Patterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxPatterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxMYDA ANGELICA SUAN
 
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptxClinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptxraviapr7
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...CaraSkikne1
 
Diploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfDiploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfMohonDas
 
Prescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptxPrescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptxraviapr7
 

Recently uploaded (20)

Human-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesHuman-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming Classes
 
The basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptxThe basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptx
 
Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...Patient Counselling. Definition of patient counseling; steps involved in pati...
Patient Counselling. Definition of patient counseling; steps involved in pati...
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17
 
How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17How to Add a many2many Relational Field in Odoo 17
How to Add a many2many Relational Field in Odoo 17
 
UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024UKCGE Parental Leave Discussion March 2024
UKCGE Parental Leave Discussion March 2024
 
Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.
 
Philosophy of Education and Educational Philosophy
Philosophy of Education  and Educational PhilosophyPhilosophy of Education  and Educational Philosophy
Philosophy of Education and Educational Philosophy
 
Quality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICEQuality Assurance_GOOD LABORATORY PRACTICE
Quality Assurance_GOOD LABORATORY PRACTICE
 
CAULIFLOWER BREEDING 1 Parmar pptx
CAULIFLOWER BREEDING 1 Parmar pptxCAULIFLOWER BREEDING 1 Parmar pptx
CAULIFLOWER BREEDING 1 Parmar pptx
 
What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?
 
Ultra structure and life cycle of Plasmodium.pptx
Ultra structure and life cycle of Plasmodium.pptxUltra structure and life cycle of Plasmodium.pptx
Ultra structure and life cycle of Plasmodium.pptx
 
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
CHUYÊN ĐỀ DẠY THÊM TIẾNG ANH LỚP 11 - GLOBAL SUCCESS - NĂM HỌC 2023-2024 - HK...
 
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfMaximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
 
Patterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxPatterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptx
 
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptxClinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...
 
Diploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfDiploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdf
 
Prescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptxPrescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptx
 
Prelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quizPrelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quiz
 

Дмитро Горін та Євгеній Антонов “Mystery Product Manager” Kyiv Project Management Day

Editor's Notes

  1. In many ways, the role of a Product Manager remains an enigma. Many companies have only begun inserting the role into their organizations in recent years, and very few companies incorporate the role correctly. As a result, the role of a Product Manager has been misconstrued and practiced incorrectly by many in the industry. Последние три ПМ конференции, в которых мы участвовали не обошлись без темы о продукт менеджерах. Даже мы не избежали этой участи. Каждый из нас уже сделал не один доклад на эту тему. Мы получили массу фидбеков и вопросов. Из чего сделали вывод, что тема очень горячая. Поэтому сегодня мы решили объединить усилия и предоставить вашему вниманию интегральную версию доклада, чтобы расставить все точки над Ё в вопросе, кто же этот загадочный господин Продукт Менеджер.
  2. ЕА
  3. Краткое содержание.... Спрашиваем сколько в зале Продуктов? Сколько тех, кто хотел бы им стать? У кого есть продукт манагер начальником? А у кого подчинённым? Спасибо, надеемся, что Вы все сегодня вынесете что-то будет полезное. А теперь поднимите руку те, кто не поднимал руки? Вы можете получить от нас небольшие презенты за самый лучший вопрос или комментарий в конце доклада.
  4. https://ain.ua/2017/10/02/o-chem-govoril-voznyak-v-kieve#
  5. Работаем с публикой вместе Ты помнишь, как всё начиналось, всё было впервые и вновь, мы строили ... строили и наконец построили. Если бы Воз продолжал делать компьютеры, то они были бы вот такими. А Джобс сделал их вот такими. Как говориться, почувствуй разницу. И дело не только в том, что технологии изменились, как-никак между этими продуктами добрых сорок лет. Но дело также и в отношении к тому, что и как делали инженеры в компании Эпл. Гений Джобса был не в том, чтобы делать хорошие компьютеры. Он всю жизнь посвятил тому, чтобы делать нужные продукты, желанные продукты, продукты, которые хорошо продаются.
  6. Работаем с публикой вместе Что за продукт перед нами? Правильно электромобиль Тесла. А вы знаете, что первый электромобиль был создан в 1841 году? Т.е. по факту электромобиль появился раньше, чем двигатель внутреннего сгорания )) В 1996 г. General Motors начала серийный выпуск модели EV1 с электрическим приводом, которые правда потом изъяли и уничтожили. Но с 2008 г. начался триумф Теслы. А что на самом деле продаёт Тесла? Только ли автомобиль? Тесла сегодня — это не только товар, и даже не сервис, хотя обновления ПО существенно изменяют функционал данного решения. Тесла с самого начала продаёт ощущения, как в люксовых автомобилях гигантов автомотива. Но, кроме этого, Илон Маск под брендом Теслы занимается трансформацией не только индустрии, но и всего мира: от потребления электроэнергии до решения транспортных проблем. Как же ему удаётся создавать успешные продукты? В чём секрет?
  7. Дима начинает Женя заканчивает According to industry experts, 9 out of 10 product launches are unsuccessful. There are many reasons why bad products are released, but I have long been convinced that the root cause of these failures is most often the way referred to the choice of staff for the role of the Product Manager. I consider this reason is critically important, since not everyone really understands what the Product Manager really should do and why this role is needed at all. The Product Manager takes part throughout the whole product life cycle ensuring the satisfaction of the requirements of BUSINESS, USERS and TECHNOLOGY. He understands the users' needs and what problems the product solves. He explores the viability of various business opportunities and understands the feasibility of various technical solutions. The Product Manager leads product development team from the middle to achieve the desired outcomes during the development process which is realized through organizational capabilities. He guides a product’s strategic direction while ensuring that the requirements of business, user and technology are realized. Ultimately the Product Manager is responsible for delivering successful products to the market, based on the winning strategy that he has defined. http://fortune.com/2014/09/25/why-startups-fail-according-to-their-founders/ https://www.linkedin.com/pulse/product-manager-secret-weapon-development-business-евгений-антонов/ чтобы сделать класнный продукт в современном мире надо жонглирывать этими всеми красивыми словами и балансировать правильно
  8. Тоже 50 на 50 I define the Product Manager role primarily as the only one who takes full responsibility for determining exactly what kind of product the development team will have to build. ... In general, the Product Manager is responsible for driving the strategy and overall product success. В общем, менеджер продукта отвечает за управление стратегией и общий успех продукта.
  9. https://dou.ua/lenta/articles/product-manager-position/# https://docs.google.com/document/d/1iONpCu9EMrWRCnjyWOtDFnCxhy0QAdk96d1OLeSJP9Q/edit
  10. Дима Generally speaking, product management is a broad discipline that includes a wide range of activities and responsibilities. To implement the product development strategy the Product Manager communicates and cooperates with many functions in a company: marketing, design, development, support, etc. His daily work activities may vary depending on which stage of the product development life cycle he is at the moment. ..... Let us consider the activities of the Product Manager in more detail at each of these stages. Before the product team begins to build a product, someone must understand and decide what to build. The Product Manager DISCOVERS the market conditions for identifying the most important Customer problems and defines which of them should be resolved. Marketing, using analytical tools and data processing, can help determine what new features and capabilities will enhance the product. It is also necessary to conduct customer interviews for receiving feedback from existing or prospective users, which will make many discoveries and insights. During the DEFINITION stage the Product Manager must determine the priorities for what features should be developed. For this purpose he uses planning procedures that take into account business requirements, timing, budgets, risks, etc. At this stage, it is important that PM engages with Marketing and UX designers to ensure that the product will receive the right perception from users. It allows a Product Manager to more accurately define the vision of the product and create a road map for its development. Beginning with the DESIGN stage the Product Manager starts working closely with UX and Development functions for creating GUI design, identification of user interaction scenarios, defining detailed requirements, aligning product architecture, and so on. Once all the necessary information has been determined and communicated, the Development team can proceed with the DEVELOPING of the product. An essential part of the development process is the continuous quality control of all aspects of the future product, for which the QA function is usually responsible. The task of the Product Manager at this stage is constantly monitoring and control the development and testing process, as well as take part in testing usability with Customers. After the product is released at the DEPLOYMENT stage, the Product Manager should be in close contact with the Support to ensure that the product works well at all times. As we know any software product has been avoided service failures, crushes and bugs. The Product Manager should closely monitor these problems and organize the works of the Development, QA and Support in order to eliminate them so this issues do not affect the positive user experience. And finally, when the product is completely ready and works as it should, the Customer can get it. At the DELIVERY stage, the Product Manager needs to organize user Support and collect feedback from Customers to further improve the product.
  11. Женя In order to arrange all available types of work of our superhero, let's consider knowledge domains, in which the ideal Product Manager must have a competence. CUSTOMERS. Knowing one’s users and customers, understanding their problems and needs. BUSINESS. Be able to plan in the short and long term, to lead the team, to measure the productivity and efficiency of the product, to calculate the profit and costs. MARKETING. Knowledge of the market, its dynamics and capabilities, also the ability to determine the product strategy in the market. DEVELOPMENT. Understanding the principles of product development, knowledge of product development lifecycle, experience to define tasks for execution and verify their implementation. SALES. Skill to correctly determine sales channels, price, positioning, advertising and target audience of the product. COMPETITORS. Analysis of competitors, features of their products and their current business condition. TECHNOLOGIES. Be familiar with the stack of technologies used in development, understand the high level architecture design and the specifics of the technical implementation that affects product performance. UX. Mastery of techniques for rapid prototyping and validation of ideas about user preferences. In carrying out its daily routines the Product Manager can perform a lot of activities, bearing responsibility for different aspects of the product development depending on the current stage of the product development process and his position in the company. And now let's reassess all kinds of tasks that the Product Manager can theoretically perform. 4P planning. The strategy of marketing planning developed on the basis of the 4P concept: Product, Price, Place, Promotion. This is required in order to increase the perceived value of the proposed product. Market research. Search and analysis of information about market trends, expectations of users from other products. This is required to update on time, to solve urgent problems, also to make strategic planning for product development and assessment of the improvements attractiveness. Strategy elaboration. Analyzing the current state of the business and predict future actions to achieve the goal of improving the product according to Customer needs. This is necessary in order to determine the target audience, the product vision, partners and investors, calculate the market share, and, most importantly, create a unique selling point. Competitor analysis. Tracking new opportunities in competing products and satisfying users from them. This is required to borrow what works and not invest in what is not working, to understand the needs and preferences of users and satisfy them better than competitors. Feedback handling. Gathering and analyzing of qualitative and quantitative feedback from customers. To understand how users interact with the product a quantitative research is needed, and in order to understand why users behave in this way a qualitative research is needed. Without these knowledge of customers the Product Manager will have to guess and this will not allow him to make the right decisions. Customer development. Deep knowledge and understanding of actual users and customers. The competence to properly define the appropriate target audience of the product, identify the key problems of customers and come up with a good solution that will solve these problems. This is necessary to test our theories as quickly and cheaply as possible in order to provide customers with just the solution that they really need. UX & A/B testing. Testing various GUI options and user scenarios in different groups of users, as well as personal communication with end-users and feedback gathering. This is required in order to verify a hypothesis about the feature effectiveness or the user experience improvement. UX design. A User Experience design means both interaction design and visual design. To come up with a good user experience, product ideas should be tested on real target users. This is necessary to verify and validate usability, desirability and feasibility before proceeding with the development. Design definition. A clear description of the product concept. Knowledge and guidance of design patterns. Prototyping as a capability to create visual mockups that can effectively express ideas. This is required in order to create a short and effective feedback loop between the generation of ideas and implementation. Requirements elaboration. A more detailed formulation of how a new feature, use case, user story, prototypes, etc. should look. This is necessary that the development team have a clear vision of what needs to be done. Architecture coordination. Understanding the technical feasibility of the product. Helping to focus the team's attention on good ideas that can be realized and opens the door for technical breakthroughs. This is required to choose the most functional and rational solution. Release planning. Planning new releases and filling them with business-critical tasks. This is necessary for the plans set out in the roadmap to be implemented. Roadmap maintenance. Long-term product development planning based on the vision of business development. It presents an approximate content and release date of updates. This is necessary to make sure that the direction of product development coincides with the business plans and keep all the stakeholders interested in the case. Team Leading. Set clear goals, measure progress and interact with the team. This is necessary to inspire people, to track the process on the way to achieving the goal, so that everyone is focused on achieving common goals — something the team believes in and wants to achieve. Impact tracking. Analysis of key metrics (NPS, conversion, daily active users, etc.) and the impact of updates on them. Analysis of the new features usage. This is required to make sure the work is done efficiently. P&L evaluation. Analysis of the potential effect of a new or improved functional, bringing it to quantitative indicators and comparing it with development costs. This is necessary in order to work on what brings money or other benefits. https://www.linkedin.com/pulse/product-manager-ordinary-everyday-superhero-евгений-антонов/ Вся рутинная работа связана со всеми доменами и можно уложить в такую ромашку - идеальных продактов не существует, у каждой компании может быть свое видение и свои продакты со своей ромашки отвественности и т.п.
  12. Знаете, а это не такой простой вопрос, как может показаться. Пока я копался в теме, я наткнулся на множество статей в интернете о том, что это за зверь такой ПМ, о заблуждениях относительно этой роли, а также многочисленные сравнения продукт против проджетка, продукт против маркетинга, продукт против аналитика, продукт против супермена, хищника и кого-угодно ещё. Сейчас постараемся расставить всё точки над умляутами.
  13. Женя О смешении ролей в разных компаниях: т.к. роль слишком широкая и в жизни никто не покрывает всего However, in traditional organizations, similar duties were performed by other employees. Therefore, in a real company can be a whole managers team responsible for the product. Depending on which segment the product is oriented to (B2B, B2C, internal), how it is technologically advanced, at what level of growth the company is now, the responsibilities of Product Managers can be shifted to different functions from business development and marketing to technical implementation or design of the user experience. https://docs.google.com/document/d/1iONpCu9EMrWRCnjyWOtDFnCxhy0QAdk96d1OLeSJP9Q/edit Однако в традиционных организациях подобные обязанности выполнялись другими сотрудниками. Поэтому в реальной компании может быть целая команда менеджеров, ответственная за продукт. В зависимости от того, на каком сегменте продукт ориентирован на (B2B, B2C, внутренний), насколько он технологически продвинут, на каком уровне роста компания сейчас, обязанности Менеджеров по продуктам могут быть перенесены на различные функции от развития бизнеса и маркетинга до технической реализации или дизайна пользовательского опыта.
  14. Дима In various organizations, the responsibilities of the Product Manager can be specifically defined differently for different types of business and even for different products. Usually they include: development of business cases; conducting expert assessments on the market; maintaining of contact with customers; development of product strategy, roadmap and positioning; determination of product features, price, release schedule and sales channels; organization of delivery and much more. http://strategyd.org/product-management-at-the-edges/ Before we get started, to explain this issue I will have to define some terms, fully aware that these definitions will contradict their use in many companies. I define the role of the product manager first and foremost as the person responsible for defining – in detail – the product that the engineering team will build. I define the role of product marketing as responsible for telling the world about this product. To be clear right from the start, I argue that every product needs a single, accountable product manager, responsible for the product definition (the combination of product requirements and user experience that describe the product to be built). one of three different situations: 1) there is a product marketing or product manager titled person responsible for the high-level product requirements, and then the product goes straight to engineering – bypassing detailed product requirements and the many tough decisions that go along with that (and also very often bypassing user experience design, but that’s the topic of an earlier set of articles) 2) the product definition role is split between a product marketing person responsible for the high-level business/product requirements, and a product manager person responsible for the low-level product requirements 3) a product marketing person is asked to cover both roles (and the company sometimes calls these people product managers and sometimes product marketing) https://svpg.com/product-management-vs-product/# С продуктами в этом плане совсем плохо, например даже внутри нашей компании фунции всех продуктов разные. Этому есть объяснение, так как PdM - СЕО (генеральный директор) конкретного продукта внутри компании или стартапа. Поэтому он всегда дделает все что умеет для достижения бизнес результат его продукта. А все мы умеем разное. Понятно что на нашем рынке продукты вполне новые персонажи, и еще не состоялись традиции и нормы этой профессии. Но если посмотреть на запад, то они говорят о следующем. В зависимости от потребоностей компании и профиля человека. Выделяют 3 направления Pdm. Стратегия, Маркетинг, Технчиеская. Соответственно от того какие роли и в каких пропорциях сочитает Pdm выплывает просто зоопарк продуктов
  15. Дима Продакт менеджмент - надолго с самого начала и до самого конца the Product Manager is responsible for driving the strategy and overall product success. we will assume that the main task of the Product Manager is to do everything possible to constantly improve the product at every stage of its life cycle. Перед вами, упрощенный жизненный цикл продукта. Полный цикл разработки продукта От зачатия до закрытия проекта. Хочу обратить ваше внимание на первых 3 строки. ПдМ, Продукт Маркетинг, Проджект. Продукт сопровожает и отвечает за продукт на всех этапах. Очень часто именно он лицо принимающее окончательное решение, иногда основанное на аналитике, социологии и даже интуции. Проджект работает уже со сформированной идееей и доводит продукт до продакшена Проджект - создавать продукты чтобы создавать. Ему приносят проект , который продали, вот документация - я больше сюда не лезу Проджект менеджмент — это как курортный роман — обе стороны знают, что это ненадолго и стараются, чтобы было как в сказке. Но мы-то знаем, как оно бывает в реальности: начинаются споры кто кого недолюбил и кто кому сколько должен. Продукт менеджмент можно сравнить с женитьбой: обе стороны клянуться любить друг друга до гроба, поддерживать и радости и в горе, вести семейный бюджет и всё такое. Во всяком случае на словах. Да, развод возможен, и менеджер таки может уйти к другому продукту или продукт сменить менеджера, но разница именно в отношениях.
  16. Дима https://habr.com/company/hygger/blog/352880/ http://www.artisinproduct.com/product-vs-project/ https://www.projectmanager.com/training/product-manager-vs-project-manager https://blog.aha.io/the-product-manager-vs-project-manager/ https://viktorbezhenar.in.ua/2016/11/09/product-manager-vs-project-manager/ Не только завершить проект в срок и в рамках бюджета, но и обеспечить успех на рынке (mini CEO) Интеграция и координация работ на всех этапах жизненного цикла разработки нового продукта во имя постоянного совершенствования
  17. Женя https://280group.com/product-management-blog/product-owner-vs-product-manager-exploration/# https://280group.com/product-management-blog/comparing-product-manager-product-owner-role/# http://starvisionpartners.com/use-svpm-to-optimize-your-product-management-organization/ я також згадував про різницю між product manager і product owner. Аби не витрачати багато часу, просто зверну вашу увагу на те, що product owner — це термін, який відноситься до методології Scrum і визначає роль людини на конкретному проекті в конкретній команді. Більше того, первинні обов’язки в компанії і професійний досвід ПО не обов’язково пов’язані з розробкою. Простіше кажучи, product owner може бути людина, яка займає будь-яку позицію в компанії, яка дозволяє їй керувати пріорітетами та допомагати з вимогами стосовно продукту. в маленьких компаниях эти кружки могут совпасть ( в лесс не разделяют) Portfolio management Business case Segmentation Competitive analysis Buy vs. Build Price, Place, Promotion Forecasting End of life
  18. Женя
  19. Дима/Женя для всех кто запустался и не понимает кто за кого и на каких этапах аз что отвечает Путаница т.к. есть пересечения https://dou.ua/lenta/articles/program-manager-position/# https://dou.ua/lenta/articles/product-manager-position/# … https://dou.ua/lenta/articles/project-manager-position/ https://dou.ua/lenta/articles/delivery-manager-position/# https://svpg.com/product-management-vs-project-management/#
  20. Вернёмся к вопросу полезности ПМ.
  21. Ж: Многорукий шива. Д — делегирование. К — команда.
  22. Дима Менеджер проекта часто меньше озабочен конкретными целями продукта. Он больше ориентирован на сам проект. Менеджер проекта принимает инициативы и фичи от продукта для разработки в определенные сроки, основанные на любых потенциальных ограничениях, связанных с ресурсами, рисками или масштабами. Руководители проектов должны ответить на вопросы: «Какие ресурсы нужны?» «Когда будет доставлен проект?» «Кто будет делать что?» Менеджер продукта отвечает за настройку стратегии продукта. Имея «целеориентированный подход» к управлению и созданию продукта, отличные менеджеры продуктов могут создавать инициативы, помогающие достичь этих целей. Этот подход помогает определить, какие функции должны быть созданы для достижения этих целей. Менеджеры по продуктам должны ответить на следующие вопросы: «Что вы строите?» «Какую проблему это решает?» «Каковы будут преимущества?». Дима разная польза проджекта и продакта Кажется если я отвечаю за весь продукт то моими рынками будут стандартные метрики успешности Доход и Прибыль продукта, Цена привлечения, LTV. и другие метрики вроде как подходят, но нет. ОНи описывают успешность бизнеса а не роли продукта. ПОэтому предлагаю следующие метрики успешности продукта. Время от рождения Лучше всего заходит 3 метрики для продукт менеджера, Маркет, от зарождения идее до того как она у пользователя на столах, компах Время обратной связи - насколько быстро вы получаете и обрабатывайте ее Профит - сама жестокая метрика Давайте немного про измерения успешности ПдМ Так как этот парень много рукий шива, и делает все что только умеет и не умеет во имя достижения успеха продукта. То и метрики сильно будут отличаться компания от компании.
  23. Ж:
  24. Ж:
  25. Д: The truth is that almost any person can be a Product Manager, however very few people can become great Product Managers. The job is 90% effort & discipline and 10% raw talent. If you think you have what it takes, I encourage you to try! «Do it yourself» = сделай сам
  26. Д: Потому, что хорошие продакты делают счастливыми своего конечного пользователя, инвесторов и их самих........... ............. а иногда не делают )) Ж: Вы же помните — по статистике взлетает только 1 из 10? Но, как говорится: шит хэппенз, кип смайлинг!