Build Products Globally as Amazon PM Advises
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From this presentation you will find out how to John Sasidharan Senior Product Manager at Amazon navigates cross-border environment, creates cross-marketplace synergies while building products and avoids the analysis paralysis while building products for global audience and much more!
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Build Products Globally as Amazon PM Advises
- 1. www.productschool.com How to Build Products for Global Customers by Amazon Sr PM
- 2. FREE INVITE Join 30,000+ Product Managers on
- 3. COURSES Product Management Learn the skills you need to land a product manager job
- 4. COURSES Coding for Managers Build a website and gain the technical knowledge to lead software engineers
- 5. COURSES Data Analytics for Managers Learn the skills to understand web analytics, SQL and machine learning concepts
- 6. COURSES Digital Marketing for Managers Learn how to acquire more users and convert them into clients
- 7. COURSES Blockchain for Managers Learn how to trade cryptocurrencies and build products using the blockchain
- 9. Building Products for Global Customers What it means to build products for global customers, why it’s worth the effort and best practices John Sasidharan Product Guy @ Amazon
- 10. About Me Computer Engineering, BS Software Engineer Software Engineering, MS sd Product Manager - Lead Director, Product Director, Product Management Senior Product Manager
- 11. Future Opportunities are Global Source: Internetlivestats.com
- 12. Future Customers are Global
- 13. While Building Global Products...
- 14. Root for Efficiency Speed trumps perfection Avoid Reinventing the Wheel - leverage existing technology, operational capabilities and resources Use Internationalization as a catalyst for Localization - Internationalization entails design and implementation processes to handle regional differences - Localization entails adapting to a specific region’s requirements via locale-specific components Build Reusable components Do not pile up Technical Debt. Or else solving for them becomes multiplied.
- 15. Be Consistent Walk the product in customer’s shoes - A little inconsistency can be perceived as a deep negative customer experience. (e.g.think about implications of browser translations) - Stay as closely aligned to the local Customer Experience as possible. Pattern match - Customers across the globe may not be same but their basic needs may be similar Touch base with Roadmap/Requirements when there is a change
- 16. Know Thy Customers Walk in customer’s shoes - go deep in their journey Sweat the Details Cover all bases - Sellers, carriers & vendors Cater to specific needs
- 17. Build Partnerships Socialize Far and Wide - Identify cross-functional stakeholders - Identify dependencies While engaging with Dependent Teams: - Drive towards common goals - Be empathetic - Be Authentic and Earn trust Bring in Global partners assuming you are rolling in Globally on Day 1 - Lay out the timelines for future geo-expansion milestones
- 18. Delegate It is a team sport Empower local teams to make decision Use tools like RACI (Responsible, Accountable, Consult, Informed)
- 19. Drive for Relentless Clarity Vision - Product Specific and Organizationally Aligned Tenets - Basic and Ambitious, Subject to Change when there are better ones Strategy - Should Delight, Sustain, Scale and Perform Roadmap - Tactics, Goals, Risks, Data, Prioritization, Deliverables & Timelines
- 20. Measure Results Customer feedback mechanisms - Can be Direct, Inferences, Empirical or Anecdotal data Key Metrics - look for lead indicators Periodic (Weekly, Monthly, Qtrly) Reviews - Do not forget the Roadmap
- 21. Be Resilient Have your feet on the ground - Cultural factors, Trends Anticipate changes in strategic direction Be passionate but personally detached
- 22. While Building Global Products... Root for Efficiency - Internationalization as a catalyst for localization, build Reusable components Consistency with local experience - Walk the product in customer’s shoes, pattern match Know Thy Customers - e.g. Sellers, carriers & vendors, localize to their needs, cover all bases Foster Multiway partnerships - drive towards common goals, be empathetic and earn trust Delegate to local Subject Matter Experts - clarify responsibilities, be passionate & detached Drive for Relentless Clarity - Vision, Tenets & Roadmaps Measure Results - Customer feedback mechanisms, Key Metrics, Periodic (Weekly, Monthly, Qtrly) Reviews Be Resilient - changes in strategic directions, flexible on the details
- 24. [Minimum Viable / Most Lovable] Product Characteristics: - Validates key assumption(s) - Actual Scenario - Frugal to execute - Delivers Value Pitfalls to look out: - Myopic view, Over Engineer, Shallow Customer Journey, Thinking in Isolation, Avoid One Way Doors Result: Confirm, Pivot or Kill
- 25. Source: https://techcrunch.com/2012/04/09/instagram-story-facebook-acquisition/ Speaking of Pivot...
- 26. Avoiding Analysis Paralysis Use Tenets as Guard Rails Data, or lack thereof - use proxies / customer insights and validate with real data Doing Right Things vs Doing Things with Perfection Carve out the Strength Just in Time Decision Making Make Sagacious Bets Use MVP to RAT (Riskiest Assumption Test) Escalate Quickly
- 27. www.productschool.com Part-time Product Management, Coding, Data, Digital Marketing and Blockchain courses in San Francisco, Silicon Valley, New York, Santa Monica, Los Angeles, Austin, Boston, Boulder, Chicago, Denver, Orange County, Seattle, Bellevue, Toronto, London and Online
Editor's Notes
- 93% of opportunity is outside the US. Even if we build for US as a primacy market, its success will further emphasize the need to go global. Think Globally and work backwards.
- Pavlovian reflex if your end goal is to be successful globally. Thinking of US only use case = aiming too low.
- 1. Internationalization - Unicode, RTL support, 2. Consistency - a pinch of uncertainty can be a deeper negative customer experience, working through multiple stores gives you patterns to globalize 3. Spend more time Socializing with cross-functional and cross-country stakeholders. Understand all the implications. In building for cross-border marketplaces this often translates to legal, regulatory, tax and accounting concerns. Identify Key Stakeholders (takes more effort than you might think - e.g. tax need work on it.. Not necessarily foreseen). Stakeholders can change the course because of constraints they face. Better to Overshare. Written buy-ins.Compounding effect on being safer path we are on. 4. Customers are not necessarily solely the buyers. Focus on the whole customer base using or impacted by your product. In Amazon cross border business this may be vendors, sellers and carriers. Sellers may want to be paid in their local currency and have enough information. 5. Vision / Northstar - is what keeps all stakeholders motivated and excited about the project. Tenets are principles / beliefs. Tenets ensures the roadmap and execution plan is consistent with the beliefs. Tenets are foundational and aspirational. Tenets are subject to perfecting over time. Roadmaps - Sets your course: strategy, tactics Resilient - a non-released products do not exist.
- 1. Internationalization - Unicode, RTL support, 2. Consistency - a pinch of uncertainty can be a deeper negative customer experience, working through multiple stores gives you patterns to globalize 3. Spend more time Socializing with cross-functional and cross-country stakeholders. Understand all the implications. In building for cross-border marketplaces this often translates to legal, regulatory, tax and accounting concerns. Identify Key Stakeholders (takes more effort than you might think - e.g. tax need work on it.. Not necessarily foreseen). Stakeholders can change the course because of constraints they face. Better to Overshare. Written buy-ins.Compounding effect on being safer path we are on. 4. Customers are not necessarily solely the buyers. Focus on the whole customer base using or impacted by your product. In Amazon cross border business this may be vendors, sellers and carriers. Sellers may want to be paid in their local currency and have enough information. 5. Vision / Northstar - is what keeps all stakeholders motivated and excited about the project. Tenets are principles / beliefs. Tenets ensures the roadmap and execution plan is consistent with the beliefs. Tenets are foundational and aspirational. Tenets are subject to perfecting over time. Roadmaps - Sets your course: strategy, tactics Resilient - a non-released products do not exist.
- 1. Internationalization - Unicode, RTL support, 2. Consistency - a pinch of uncertainty can be a deeper negative customer experience, working through multiple stores gives you patterns to globalize 3. Spend more time Socializing with cross-functional and cross-country stakeholders. Understand all the implications. In building for cross-border marketplaces this often translates to legal, regulatory, tax and accounting concerns. Identify Key Stakeholders (takes more effort than you might think - e.g. tax need work on it.. Not necessarily foreseen). Stakeholders can change the course because of constraints they face. Better to Overshare. Written buy-ins.Compounding effect on being safer path we are on. 4. Customers are not necessarily solely the buyers. Focus on the whole customer base using or impacted by your product. In Amazon cross border business this may be vendors, sellers and carriers. Sellers may want to be paid in their local currency and have enough information. 5. Vision / Northstar - is what keeps all stakeholders motivated and excited about the project. Tenets are principles / beliefs. Tenets ensures the roadmap and execution plan is consistent with the beliefs. Tenets are foundational and aspirational. Tenets are subject to perfecting over time. Roadmaps - Sets your course: strategy, tactics Resilient - a non-released products do not exist.
- 1. Internationalization - Unicode, RTL support, 2. Consistency - a pinch of uncertainty can be a deeper negative customer experience, working through multiple stores gives you patterns to globalize 3. Spend more time Socializing with cross-functional and cross-country stakeholders. Understand all the implications. In building for cross-border marketplaces this often translates to legal, regulatory, tax and accounting concerns. Identify Key Stakeholders (takes more effort than you might think - e.g. tax need work on it.. Not necessarily foreseen). Stakeholders can change the course because of constraints they face. Better to Overshare. Written buy-ins.Compounding effect on being safer path we are on. 4. Customers are not necessarily solely the buyers. Focus on the whole customer base using or impacted by your product. In Amazon cross border business this may be vendors, sellers and carriers. Sellers may want to be paid in their local currency and have enough information. 5. Vision / Northstar - is what keeps all stakeholders motivated and excited about the project. Tenets are principles / beliefs. Tenets ensures the roadmap and execution plan is consistent with the beliefs. Tenets are foundational and aspirational. Tenets are subject to perfecting over time. Roadmaps - Sets your course: strategy, tactics Resilient - a non-released products do not exist.
- 1. Internationalization - Unicode, RTL support, 2. Consistency - a pinch of uncertainty can be a deeper negative customer experience, working through multiple stores gives you patterns to globalize 3. Spend more time Socializing with cross-functional and cross-country stakeholders. Understand all the implications. In building for cross-border marketplaces this often translates to legal, regulatory, tax and accounting concerns. Identify Key Stakeholders (takes more effort than you might think - e.g. tax need work on it.. Not necessarily foreseen). Stakeholders can change the course because of constraints they face. Better to Overshare. Written buy-ins.Compounding effect on being safer path we are on. 4. Customers are not necessarily solely the buyers. Focus on the whole customer base using or impacted by your product. In Amazon cross border business this may be vendors, sellers and carriers. Sellers may want to be paid in their local currency and have enough information. 5. Vision / Northstar - is what keeps all stakeholders motivated and excited about the project. Tenets are principles / beliefs. Tenets ensures the roadmap and execution plan is consistent with the beliefs. Tenets are foundational and aspirational. Tenets are subject to perfecting over time. Roadmaps - Sets your course: strategy, tactics Resilient - a non-released products do not exist.
- 1. Internationalization - Unicode, RTL support, 2. Consistency - a pinch of uncertainty can be a deeper negative customer experience, working through multiple stores gives you patterns to globalize 3. Spend more time Socializing with cross-functional and cross-country stakeholders. Understand all the implications. In building for cross-border marketplaces this often translates to legal, regulatory, tax and accounting concerns. Identify Key Stakeholders (takes more effort than you might think - e.g. tax need work on it.. Not necessarily foreseen). Stakeholders can change the course because of constraints they face. Better to Overshare. Written buy-ins.Compounding effect on being safer path we are on. 4. Customers are not necessarily solely the buyers. Focus on the whole customer base using or impacted by your product. In Amazon cross border business this may be vendors, sellers and carriers. Sellers may want to be paid in their local currency and have enough information. 5. Vision / Northstar - is what keeps all stakeholders motivated and excited about the project. Tenets are principles / beliefs. Tenets ensures the roadmap and execution plan is consistent with the beliefs. Tenets are foundational and aspirational. Tenets are subject to perfecting over time. Roadmaps - Sets your course: strategy, tactics Resilient - a non-released products do not exist.
- 1. Internationalization - Unicode, RTL support, 2. Consistency - a pinch of uncertainty can be a deeper negative customer experience, working through multiple stores gives you patterns to globalize 3. Spend more time Socializing with cross-functional and cross-country stakeholders. Understand all the implications. In building for cross-border marketplaces this often translates to legal, regulatory, tax and accounting concerns. Identify Key Stakeholders (takes more effort than you might think - e.g. tax need work on it.. Not necessarily foreseen). Stakeholders can change the course because of constraints they face. Better to Overshare. Written buy-ins.Compounding effect on being safer path we are on. 4. Customers are not necessarily solely the buyers. Focus on the whole customer base using or impacted by your product. In Amazon cross border business this may be vendors, sellers and carriers. Sellers may want to be paid in their local currency and have enough information. 5. Vision / Northstar - is what keeps all stakeholders motivated and excited about the project. Tenets are principles / beliefs. Tenets ensures the roadmap and execution plan is consistent with the beliefs. Tenets are foundational and aspirational. Tenets are subject to perfecting over time. Roadmaps - Sets your course: strategy, tactics Resilient - a non-released products do not exist.
- 1. Internationalization - Unicode, RTL support, 2. Consistency - a pinch of uncertainty can be a deeper negative customer experience, working through multiple stores gives you patterns to globalize 3. Spend more time Socializing with cross-functional and cross-country stakeholders. Understand all the implications. In building for cross-border marketplaces this often translates to legal, regulatory, tax and accounting concerns. Identify Key Stakeholders (takes more effort than you might think - e.g. tax need work on it.. Not necessarily foreseen). Stakeholders can change the course because of constraints they face. Better to Overshare. Written buy-ins.Compounding effect on being safer path we are on. 4. Customers are not necessarily solely the buyers. Focus on the whole customer base using or impacted by your product. In Amazon cross border business this may be vendors, sellers and carriers. Sellers may want to be paid in their local currency and have enough information. 5. Vision / Northstar - is what keeps all stakeholders motivated and excited about the project. Tenets are principles / beliefs. Tenets ensures the roadmap and execution plan is consistent with the beliefs. Tenets are foundational and aspirational. Tenets are subject to perfecting over time. Roadmaps - Sets your course: strategy, tactics Resilient - a non-released products do not exist.
- 1. Internationalization - Unicode, RTL support, 2. Consistency - a pinch of uncertainty can be a deeper negative customer experience, working through multiple stores gives you patterns to globalize 3. Spend more time Socializing with cross-functional and cross-country stakeholders. Understand all the implications. In building for cross-border marketplaces this often translates to legal, regulatory, tax and accounting concerns. Identify Key Stakeholders (takes more effort than you might think - e.g. tax need work on it.. Not necessarily foreseen). Stakeholders can change the course because of constraints they face. Better to Overshare. Written buy-ins.Compounding effect on being safer path we are on. 4. Customers are not necessarily solely the buyers. Focus on the whole customer base using or impacted by your product. In Amazon cross border business this may be vendors, sellers and carriers. Sellers may want to be paid in their local currency and have enough information. 5. Vision / Northstar - is what keeps all stakeholders motivated and excited about the project. Tenets are principles / beliefs. Tenets ensures the roadmap and execution plan is consistent with the beliefs. Tenets are foundational and aspirational. Tenets are subject to perfecting over time. Roadmaps - Sets your course: strategy, tactics Resilient - a non-released products do not exist.
- 1. Internationalization - Unicode, RTL support, 2. Consistency - a pinch of uncertainty can be a deeper negative customer experience, working through multiple stores gives you patterns to globalize 3. Spend more time Socializing with cross-functional and cross-country stakeholders. Understand all the implications. In building for cross-border marketplaces this often translates to legal, regulatory, tax and accounting concerns. Identify Key Stakeholders (takes more effort than you might think - e.g. tax need work on it.. Not necessarily foreseen). Stakeholders can change the course because of constraints they face. Better to Overshare. Written buy-ins.Compounding effect on being safer path we are on. 4. Customers are not necessarily solely the buyers. Focus on the whole customer base using or impacted by your product. In Amazon cross border business this may be vendors, sellers and carriers. Sellers may want to be paid in their local currency and have enough information. 5. Vision / Northstar - is what keeps all stakeholders motivated and excited about the project. Tenets are principles / beliefs. Tenets ensures the roadmap and execution plan is consistent with the beliefs. Tenets are foundational and aspirational. Tenets are subject to perfecting over time. Roadmaps - Sets your course: strategy, tactics Resilient - a non-released products do not exist.
- Carve out the Strength - Amazon focus on Economies of Scale & Mass, Netflix focus on Binge watching
- Global Store is a contrarian truth. Test this assumption. Will an International customer open their wallet on cross-border product? Frugal to Execute - In an established business with existing customer base, this is most likely a concierge service. Eat your own dog food Result: avoid pride of ownership
- Carve out the Strength - Amazon focus on Economies of Scale & Mass, Netflix focus on Binge watching
- Carve out the Strength - Amazon focus on Economies of Scale & Mass, Netflix focus on Binge watching