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Product school - B2C vs. B2B Product Management
- 1. Who is your customer? B2B vs. B2C Product Management Neha Monga https://twitter.com/nemon https://www.linkedin.com/in/nehamo
- 2. About me
- 3. [Office – Excel/Access Services] [Office Mobile] Enterprises Small & Medium Biz Education Consumers [Scramble With Friends] [Running With Friends] [Fairy Tale Twist] Consumers (casual gamers) [Expedia Partner Central] Large Biz Small & Medium Biz Consumers [3P Marketplace] [Alexa Mobile] Small & Medium Biz Individual Sellers Consumers
- 4. About you
- 5. Product Manager? Seattle Native? Engineer or ex-engineer? First time at Product School?
- 7. Business to Business (B2B) Software or service to help companies solve a discrete business problem. Business productivity, communication, analytics …
- 8. Business to Consumer (B2C) Software or service to help consumers to solve a personal need or a want. Social, entertainment, health and fitness …
- 10. Users and Roles Buyer vs. User Role within Organization The IT Department Buyer (or non-buyer) = User No roles (usually) No IT department, needs to be simple [B2B Products] [B2C Products]
- 11. Understanding customer needs Industry knowledge is crucial Customers know what they need Easy to reach customers, relationship building is key Customers needs can be intuitive Customers don’t know what they want/need Learning from data/behavior [B2B Products] [B2C Products]
- 12. Go-to-market Sales team / demand generation Launches and deployment cycles Higher reliability Marketing focused Launch anytime Speed over reliability [B2B Products] [B2C Products]
- 13. Monetization models Customers willing to pay for ROI Monetization path clear Licensed, subscription, support Convincing costumers to pay Monetization may be tricky Ads-supported, freemium [B2B Products] [B2C Products]
- 15. They are really not that different Understanding customer needs Designing and validating soln Building with Engineering Launching, measuring and Iterating
- 16. B2B is not boring! Half the failure rates among startups Growing funding into B2B startups More end-to-end view of the business
- 17. Try both!
- 18. Questions
Editor's Notes
- Software made for business (SMBs to larger enterprises) Productivity, analytics, business communication
- Software made for business (SMBs to larger enterprises) Productivity, analytics, business communication
- Same core product management process Customer empathy, understanding their needs and problems Designing solutions that solve those problems, validating Working with the engineering teams to build the solution Lauching the product so its goes to the customers hands, monitoring metrics, and identifying the next set of features/optimizations Still used by humans
- More b2b startups get to iPO B2b startups get x% higher funding Some of the largest companies fund their consumer business through b2b