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Are Your a Product Manager or Product Owner?

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A framework to understand the roles of product management and product ownership presented at Pcamp Silicon Valley 2016

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Are Your a Product Manager or Product Owner?

  1. 1. © 2011-2016 280 Group LLC. Greg Cohen, Principal Consultant and Trainer greg@280group.com April 23, 2016 Are you a Product Manager or a Product Owner?
  2. 2. © 2011-2016 280 Group LLC. 2 We help companies and individuals do GREAT Product Management and Product Marketing using our Optimal Product Process™ framework. Mission 280 Group Overview
  3. 3. © 2011-2016 280 Group LLC. 3 • Training • Certifications • Templates • Books • Coaching Individuals: Solutions for Every Career Phase 280 Group Overview
  4. 4. © 2011-2016 280 Group LLC. 4 Greg Cohen • Twenty years of PM Experience – Medical diagnostics and devices • Chiron • Smith & Nephew – Pandesic (SAP and Intel) – IdealLab! – Instill – Althea Health • Principal Consultant, 280 Group • Certified Scrum Master • SVPMA Board Member and former President About Us
  5. 5. © 2011-2016 280 Group LLC. 5 What is the difference between a PM and PO?
  6. 6. © 2011-2016 280 Group LLC. 6
  7. 7. © 2011-2016 280 Group LLC. 7
  8. 8. © 2011-2016 280 Group LLC. 8 Roles Titles
  9. 9. © 2011-2016 280 Group LLC. 9 • Market expert – Customer and market research – Identifies customer needs – Voice of the customer • Strategy – Owns vision and roadmap – Portfolio management – Manages product lifecycle – Bridges engineering and marketing • Business Case development and realization • Presents “needs” – Not the problem solver – Does not design features • Feature, schedule, and cost tradeoffs – Minimum Viable Product • Brings products to market – Valuable and differentiated – Whole product definition – Beta programs – Market plan realization • Responsible for value delivery through business ecosystem – Internal value chain – Suppliers, partners, and 3rd party vendors Product Management – Any of these Roles and Responsibilities
  10. 10. © 2011-2016 280 Group LLC. 10 The Scrum Guide,JeffSutherlandand KenSchwaber,2014 • Responsible for maximizing the value of the product and the work of the development team • Sole person responsible for managing the Product Backlog – Clearly Expressing the Product Backlog items – Ordering the items in the Product Backlog to best achieve goals and missions – Optimizing the value of the work the Development Team performs – Ensuring that the Product Backlog is visible, transparent, and clear to all, and shows what the Scrum Team will work on next – Ensuring the Development Team understands items in the Product Backlog to the level needed Product Ownership – All of these Roles and Responsibilities
  11. 11. © 2011-2016 280 Group LLC. 11 Visualization of roles Roles and Responsibilities PO PM • Ensure user stories are ‘Ready’ • Backlog grooming • Close collaboration with dev. team • Release tracking • Story Acceptance • Vision/Roadmap • Release Planning • Personas • Needs definition • Feature definition • Customer advocate in dev. • Defect management • Positioning • Business case • Portfolio Management • Segmentation • Buy vs. Build • Competitive analysis • Pricing, Promotion, Place • Whole product • Forecasting • End of Life
  12. 12. © 2011-2016 280 Group LLC. 12 Deliver desirable and profitable products to market
  13. 13. © 2011-2016 280 Group LLC. 13 Achieve product-market fit Roles and Responsibilities
  14. 14. © 2011-2016 280 Group LLC. 14 Two sides to achieving fit Product Features Priority Business Positioning Place Price Services Roles and Responsibilities
  15. 15. © 2011-2016 280 Group LLC. 15
  16. 16. © 2011-2016 280 Group LLC. 16 PO = product, PM = Product + Business Product Features Priority Business Positioning Place Price Services Roles and Responsibilities
  17. 17. © 2011-2016 280 Group LLC. 17 Product Manager Product Owner •Business case realization •Building the right product •Product driven metrics Measuring Success Roles and Responsibilities
  18. 18. © 2011-2016 280 Group LLC. 18 Where do you fit in?
  19. 19. © 2011-2016 280 Group LLC. 19 Product Manager Product Owner Mindset Roles and Responsibilities If you give me this money, I will deliver you this business result. If you are going to spend this money, I will make sure you get the most value from your development investment.
  20. 20. © 2011-2016 280 Group LLC. 20 Market Engineering Business Focus • Market expert • Voice of the customer • Competitive analysis • Positioning strategy • Business strategy • Portfolio management • Market requirements Market or Technology Facing Roles and Responsibilities Technology Focus • Product/technology expert • Design and scoping • Architectural vision • Defect management • Feature definition • User Stories • Usability
  21. 21. © 2011-2016 280 Group LLC. 21 Span of Requirements Roles and Responsibilities • Market segments • Personas Who • Customer needs • Scenarios • Constraints Why • Features • Infrastructure • Technology What • Design specifications • Implementation details • User Interface How
  22. 22. © 2011-2016 280 Group LLC. 22 What type of products do you manage or own?
  23. 23. © 2011-2016 280 Group LLC. 23 Product Types http://www.mironov.com/pm-skills4po/ Roles and Responsibilities Internal • Internal App • Core Service • e.g., HR, CRM Supporting • Supports interaction with customer • e.g., commerce site, independent sales agent tools Commercial • Generates Direct Revenue • Used by customer Constituent View Market View
  24. 24. © 2011-2016 280 Group LLC. 24 Sub-Product • Component of product • Feature • Shared infrastructure • e.g., payment gateway, single sign on, reports, search, shopping cart Product • Stand alone good or service Portfolio • Collection of products for a market segment or segments • Multiple products targeted at different markets or segments of the market Product Level Roles and Responsibilities Technology View Business View
  25. 25. © 2011-2016 280 Group LLC. 25 Business Business Business Tech/Business Business/Tech Business/Tech Tech Tech Tech Technology Business Matrix Roles and Responsibilities Portfolio Product Sub-Product Internal Supporting Commercial TechnologyViewBusinessView Constituent View Market View
  26. 26. © 2011-2016 280 Group LLC. 26 Business Business Business Tech/Business Business/Tech Business/Tech Tech Tech Tech Do you have gaps in coverage? Roles and Responsibilities Portfolio Product Sub-Product Internal Supporting Commercial TechnologyViewBusinessView Constituent View Market View    
  27. 27. © 2011-2016 280 Group LLC. 27 Strategic Product Leader or Product Janitor? Roles and Responsibilities
  28. 28. Agenda Q & AGreg@280group.com
  29. 29. © 2011-2016 280 Group LLC. 29 Download Your Copy At: http://280.gr/challenges-pm What are your challenges? - Most comprehensive PM survey every conducted - 850 PM professionals - Compare your team and company to others

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