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Product Managementin Tough Times<br />Ryan McMahon<br />Director Product Management<br />RNA networks Inc.<br />
About RNA<br />Early stage - 3 year old company, <br />IT product – memory virtualization<br />Markets – Financial service...
Impacts on Startups<br />Hard to build a reputation<br />Harder to find customers<br />Deliver more product with less reso...
Customers’ Mindset<br />More conservative<br />Must get more from existing investment<br />Decisions are clearcut<br />Sti...
Customers’ Mindset<br />Financial Services – still buying but need clear ROI<br />Oil & Gas – decreasing oil prices drives...
What We’re Trying<br />Finding customers – innovators & early adopters<br />Focus on “must-have” products / solutions<br /...
Understanding the Customer Means<br />7<br />Customertechnicalproblems<br />Their IT budgets<br />Customerbusiness problem...
Reaching Customers<br />Creative outreach<br />Interest groups – join, create, participate<br />LinkedIn, Facebook<br />SE...
Opportunity <br />Little new competition<br />No new entrants<br />Few expeditionary products from existing players<br />C...
Thanks!<br />Ryan McMahon<br />Dir. Product Management<br />RNA networks Inc.<br />Ryan.mcmahon@rnanetworks.com<br />mcmah...
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Product Management In Tough Times

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Presented to the Oregon Chapter of the PDMA on May 21, 2009

Published in: Business, Technology
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Product Management In Tough Times

  1. 1. Product Managementin Tough Times<br />Ryan McMahon<br />Director Product Management<br />RNA networks Inc.<br />
  2. 2. About RNA<br />Early stage - 3 year old company, <br />IT product – memory virtualization<br />Markets – Financial services, Oil & Gas, Cloud Computing, High Performance Computing<br />Customers – Several customers, significant opportunity funnel <br />
  3. 3. Impacts on Startups<br />Hard to build a reputation<br />Harder to find customers<br />Deliver more product with less resources<br />Must get more from customers<br />Harder to recover from mistakes<br />Forces Focus!<br />
  4. 4. Customers’ Mindset<br />More conservative<br />Must get more from existing investment<br />Decisions are clearcut<br />Still must look forward<br />
  5. 5. Customers’ Mindset<br />Financial Services – still buying but need clear ROI<br />Oil & Gas – decreasing oil prices drives investment in research and exploration<br />HPC – commodity HW horsepower is driving adoption of HPC in other verticals<br />Cloud Computing – emerging, requires agility, improvements in utilization<br />
  6. 6. What We’re Trying<br />Finding customers – innovators & early adopters<br />Focus on “must-have” products / solutions<br />Drive to decisions fast – yes or no<br />Intimately understand the customer and their problems<br />Understanding economic benefits<br />
  7. 7. Understanding the Customer Means<br />7<br />Customertechnicalproblems<br />Their IT budgets<br />Customerbusiness problems<br />Customer business models<br />Org chart<br />ITenvironment<br />Customer<br />differentiation<br />Alternatives considered<br />Direct product benefits<br />???<br />Indirect product benefits<br />How they purchase<br />
  8. 8. Reaching Customers<br />Creative outreach<br />Interest groups – join, create, participate<br />LinkedIn, Facebook<br />SEO – searching is up!<br />Proof of Concept engagements<br />Prove the value<br />Drive to purchase decisions<br />Brute force <br />Traditional marketing<br />Networking<br />
  9. 9. Opportunity <br />Little new competition<br />No new entrants<br />Few expeditionary products from existing players<br />Customer willing tolook harder for value<br />Window to establish newproducts / new companies<br />
  10. 10. Thanks!<br />Ryan McMahon<br />Dir. Product Management<br />RNA networks Inc.<br />Ryan.mcmahon@rnanetworks.com<br />mcmahonrw@gmail.com<br />C: 971-219-5555<br />

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