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LWOW 2016
Product management –
what makes or breaks a
startup
Anna Ronkainen 2016-01-17
Chief Scientist*, TrademarkNow
@ro...
What is product
management?
Product management = figuring out...
-  what the product is and what it is for
-  who the product is for
-  the competitiv...
90% of product management
work can be automated...
Our latest product management hire
can handle all this:
“Can we get feature x?”
“But y would buy our
product if we had
fea...
...but it’s the 10% (that you
actually decide to do) that
makes or breaks a company
So, how to do it
?
1. Be your own customer:
build products for yourself
For aspiring legal
entrepreneurs,
it can make a lot of
sense to first get a
“normal” legal job to
figure out where the
pai...
2. Become your own customer:
listen, learn, empathize
Listen to your customers, but remember
that they don’t have (all) the answers!
“If I had asked people what they
wanted, th...
Remember what your actual product is
Start small:
Minimum viable cake
Final words of advice
-  find a specific problem worth addressing
-  figure out who your customer is (maybe
even sketch a ...
Thank you!
Product management – what makes or breaks a startup
Product management – what makes or breaks a startup
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Ignite presentation on product management held at the Law Without Walls kickoff in Madrid 2016-01-17

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Product management – what makes or breaks a startup

  1. 1. LWOW 2016 Product management – what makes or breaks a startup Anna Ronkainen 2016-01-17 Chief Scientist*, TrademarkNow @ronkaine *+co-founder,formerheadofproduct
  2. 2. What is product management?
  3. 3. Product management = figuring out... -  what the product is and what it is for -  who the product is for -  the competitive landscape -  what goes and doesn’t go into the product -  evaluating the product to make sure it does what it is supposed to (and users love it) -  what to do and when (“product roadmap”) -  how to build it (with development/mfg) -  how to sell it (with marketing and sales)
  4. 4. 90% of product management work can be automated...
  5. 5. Our latest product management hire can handle all this: “Can we get feature x?” “But y would buy our product if we had feature x!” “Our competitor z has feature x!”
  6. 6. ...but it’s the 10% (that you actually decide to do) that makes or breaks a company
  7. 7. So, how to do it ?
  8. 8. 1. Be your own customer: build products for yourself
  9. 9. For aspiring legal entrepreneurs, it can make a lot of sense to first get a “normal” legal job to figure out where the pain points are...
  10. 10. 2. Become your own customer: listen, learn, empathize
  11. 11. Listen to your customers, but remember that they don’t have (all) the answers! “If I had asked people what they wanted, they would have said faster horses.” – commonly attributed to Henry Ford (possibly apocryphal)
  12. 12. Remember what your actual product is
  13. 13. Start small: Minimum viable cake
  14. 14. Final words of advice -  find a specific problem worth addressing -  figure out who your customer is (maybe even sketch a user persona or two?) -  get out of the building! -  validate your assumptions! -  believe in your product... -  ...but don’t be afraid to change course if it turns out you’re on the wrong path
  15. 15. Thank you!

Ignite presentation on product management held at the Law Without Walls kickoff in Madrid 2016-01-17

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