What is a Product Managers Role by theSkimm Head of Product
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In this presentation, Dheerja Kaur, discusses how the role of product differs between companies and how to think about your career trajectory in that context. Dheerja laso talks about going from a big company to a startup and how to help define the role of product. She concludes with frameworks and methodology for building products for a loyal audience.
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What is a Product Managers Role by theSkimm Head of Product
- 1. www.productschool.com What is a Product Managers Role by theSkimm Head of Product
- 2. FREE INVITE Join 23,000+ 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
- 10. ABOUT ME Engineer and Product Lead ESPN.com, ESPN Mobile Grantland Head of Product theSkimm Forever Nerd
- 11. The Early Years
- 12. “Mathematics is fundamentally about patterns and structures, rather than little manipulations of numbers.” - Maria Droujkova, pioneering educator
- 14. College
- 15. INDUSTRIAL ENGINEERING & OPERATIONS RESEARCH Applied Math Computer Science Economics Information Systems Stats & Analytics Game Theory Finance
- 23. Redesign + Internationalization of ESPN.com bringing it all together.
- 24. Product @ ESPN Product = relentless obsession with the user Early PM - fill out your “map” of skills and perspectives EQ and self awareness are just as (if not more) important than the hard skills Don’t be confined to the swim lane of what your company defines as product Injecting product culture into a large organization is hard Balance leading with conviction with being open to challenging viewpoints
- 31. Step 1: The Problems
- 32. Step 2: The Solution What’s happening, what’s coming up, and when?
- 33. Step 3: The “Pre-MVP” 50 Beta testers
- 34. Step 4: The MVP 300 randomly selected testers
- 35. Step 5: Pricing 5 randomly selected cohorts of 200 users each 4 price points + 1 free control group Get scrappy. Payments processed through a Squarespace landing page with Stripe Finalize $2.99/month based on monitoring upfront conversion and churn
- 36. Step 6: Launch! Activated the Skimm’bassador community as a “PR Squad” Top of the App Store Thousands of 5-star reviews
- 37. Since then... TRUST MONETIZE CONNECT ACTIVATE
- 38. And… Built a diverse, complementary team with a user-centric and fast-paced product culture that involves all parts of the company
- 39. Product @ theSkimm Product = anything that our audience engages with Build product thinking and culture from the ground up. All teams should live and breath user-first. Product can define and be the driver of company strategy. It’s special when this is true. As you grow, PMs transition from being the best all-around athletes to the centralizing driving force Build a diverse PM team that complements each other and challenges each other Find your product “sweet spot”
- 40. Things I Learned
- 41. #1 Know your audience and build audience-first, don’t just pay lip service to it. Solve their problems.
- 42. #2 Find inspiration outside of the obvious.
- 43. #3 Define product. It’s different at every company.
- 44. #4 Be a “doer”. Get scrappy.
- 45. #5 Challenge yourself. Everything you do should have a 30% chance of failure.
- 47. 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
- Wanted to join a company that had a passionate user base and build for them
- User obsession
- theSkimm’s mission is to make it easier to live a smarter life founders were news producers who realized that it wasn’t reaching their friends how can you fit information into a way that fits into their routine and has a trusted, relatable voice
- started with the first thing everyone does when they wake up: check your email (“one eye open” routine)
- using the email, built a relationship and a habit with readers (Skimm’rs) talk to Skimm’rs and they say i wake up, brush my teeth, read my Skimm, get ready for my day. it’s part of their lives.
- as we moved beyond email into new products, we always came back to the same philosophy. what questions does a Skimm’r have as they go about their day and where can we deliver a piece of information at the right time in a place they already are our next product was our subscription app, which integrates into your calendar
- since then, we’ve built a brand off that relationship and trust 7M female millennials who engage with us our subscription app is a top 3 grossing news app in the App store community of 30,000 Skimm’bassadors we can activate them in all sorts of ways, including getting over 100k registered to vote as we continue to build out our products, we think about the questions this audience has and the best way to deliver it to them in a trusted way that fits right into their daily lives
- - complementary skills
- - inspiration from utility apps
- - audio producer
- - audio producer