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Intro to International Product Management by AWS Principal PM

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Main takeaways:
- What is International PM
- Best Practices in Launching New Products in New Countries
- Personal Lessons Learned
- Getting Hired as an International PM

Published in: Technology
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Intro to International Product Management by AWS Principal PM

  1. 1. www.productschool.com Intro to International Product Management by Amazon Web Services Principal PM
  2. 2. Join 55,000+ Product Managers on Free Resources Discover great job opportunities Job Portal prdct.school/PSJobPortalprdct.school/events-slack
  3. 3. Alumni graduated across 20 campuses Cities all over the world +100 10,000+
  4. 4. CERTIFICATES Your Product Management Certificate Path Product Leadership Certificate™ Full Stack Product Management Certificate™ Product Management Certificate™ 20 HOURS40 HOURS40 HOURS
  5. 5. Corporate Training Level up your team’s Product Management skills
  6. 6. Ofir Zigelman T O N I G H T ’ S S P E A K E R
  7. 7. About the speaker IDF (Unit 8200 - Intelligence technology) Tel Aviv University (law) Israeli Government (product technology) Wharton MBA (management) / Harvard MPA (public policy) INSEAD Singapore (exchange) Amazon Web Services (Expansion Strategy, Principal Product Manager - Sub-Saharan Africa & Europe)
  8. 8. Agenda 1. What is International Product Management? 2. What does an International Product Mgr. do? 3. Best practices/lessons learned in launching new products in new countries 4. Getting hired as International Product Mgr. 5. Q&A
  9. 9. What is International Product Management ● Working definition: ○ “Successfully launching and growing products in foreign markets accounting for the unique characteristics of local customers and the local ecosystem” ● Mostly for existing products (launched in the USA/Canada, taken global)
  10. 10. What is International Product Management ● But also new products designed specifically for a new market
  11. 11. What’s so different about international markets? External (challenges/opportunities) ● Language ● Currency/ payment instruments ● Culture/ customer behaviour ● Laws/ regulations / government ● Financials/ cost structure ● Competition ● Infrastructure (basic, Internet) ● Brand awareness ● Partnerships
  12. 12. What’s so different about international markets? External (challenges/opportunities) ● Language ● Currency/ payment instruments ● Culture/ customer behaviour ● Laws/ regulations / government ● Financials/ cost structure ● Competition ● Infrastructure (basic, Internet) ● Brand awareness ● Partnerships Internal (considerations) ● Hiring ● Time zones ● Cross-cultural communication ● Standardization vs. local experimentation and knowledge ● Getting organized/aligned (HQ & local teams)
  13. 13. What’s so different about international markets? External (challenges/opportunities) ● Language ● Currency/ payment instruments ● Culture/ customer behaviour ● Laws/ regulations / government ● Financials/ cost structure ● Competition ● Infrastructure (basic, Internet) ● Brand awareness ● Partnerships Internal (considerations) ● Hiring ● Time zones ● Cross-cultural communication ● Standardization vs. local experimentation and knowledge ● Getting organized/aligned (HQ & local teams) IPM develops a thoughtful strategy and makes decisions to address these factors to ensure product successful launch and growth
  14. 14. Opportunity The world’s 500 Global largest companies (represented by 34 countries) generated $32.7 trillion in revenues and $2.15 trillion in profits in 2018.
  15. 15. The opportunity ahead - taking digital products globally By 2024 (projections): ● Worldwide E-Commerce spending to reach $3 trillion ● Worldwide E-Services (delivery, events) spending to reach $280 billion ● Worldwide Digital Media spending to reach $183 billion ● Worldwide Digital Advertising spending to reach $155 billion ● Worldwide Enterprise IT spending to reach $4.1 trillion There will be plenty of work for International PMs… Source: Gartner, Statista
  16. 16. Especially launching in Asia, Africa, MENA & East Europe
  17. 17. What does an IPM do? 1. Prioritizing new markets (decision matrix) - Market size (determine the addressable opportunity) - Current momentum (revenues, users, adoption, customer anecdotes) - Ability to operate challenges / risks Country X Country Y Country Z Addressable opportunity Current business/ momentum Regulatory landscape Risks / challenges Time to market
  18. 18. What does an IPM do? 2. Country diligence / business case (Go/No Go decision) - P&L - Revenue - factor macro-trends (economic, technology adoption, regulatory/political) and WW benchmarks - Cost - WW and local costs per business type - Unique customer requirements (customer interviews)
  19. 19. What does an IPM do?
  20. 20. What does an IPM do? 3. Localization vs. internationalization vs. customization - Internationalization (dates-coding, right-left fonts) - Localization (translating documentation, website, marketing, local-language support) - Customization (UX and features, payment/billing) 4. Local pricing - Understand local customers, local cost structure, competition
  21. 21. What does an IPM do? 5. Product Launch & growth - Work with local and HQ stakeholders to develop market entry, product launch and sales growth go-forward plans 6. Regulations & public policy - Develop plan to remove local barriers or take country-specific initiatives (e.g., compliance programs)
  22. 22. Good example (Netflix) ● 1997 - Est. in CA, USA (online DVD Rental) ● 2007 - streaming platform launch (US), 7M subscribers ● 2019 - 167M worldwide subscribers (60M in US) ● Strong localization (content, subtitles, dubbing) and quality control ● UI design (pseudo localization, 25+ languages support)
  23. 23. Good example (Slack) ● 2012 - Est. in USA (team communication app) ● 2019 - 12M daily active users (over 85K organization users); ● Over half of users in 100+ countries outside the US. ● The top five: UK, Japan, Germany, France & India Slack’s official blog, “Localization builds trust with our customers in a language that they understand, with cultural references that are familiar to them.”
  24. 24. Personal lessons learned - Cross-cultural influence & communication - Remote communication challenging (listening skills) - Amazon Narratives helpful - QBRs/in-person conferences (quarterly/annually) - Cross-team goals & strategic planning - Goals across business units (HQ vs. Field team) - Mechanism (e.g. Monthly Steering Committee) - Think Big & organizational sponsorship - Initiatives that take several years to deliver and are strategic enablers (e.g., education, partnerships)
  25. 25. Getting hired as International PM - Product vs. Operational vs. Strategy experience - MBA - Geo/language experience (e.g., China/Mandarin) - Finding IPM jobs - what to look for: - Expansion Strategy - Regional Product Management - Global Strategy & Operations - Preparing for interviews - Showing ability to think through external barriers and go-forward initiatives for a particular country (e.g., India) vs. just on a new product
  26. 26. Q&A ozig@amazon.com
  27. 27. UPCOMING Conferences GET 15% OFF bit.ly/ProductConference IWILLGO15
  28. 28. UPCOMING EVENTS Thursday, March 12 Product Management 101 Wednesday, March 11 Building Products Remotely
  29. 29. UPCOMING Full Stack Product Management Training Courses Saturdays April 4 - May 30 9:30am - 3:30pm 3 SPOTS LEFT Tuesdays and Thursdays April 7 - May 27 6:30pm - 9:00pm 5 SPOTS LEFT
  30. 30. www.productschool.com Part-time Product Management Training Courses and Corporate Training

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