The document provides guidance on getting various stakeholders aligned and involved in the product development process. It discusses identifying the key stakeholders needed at different stages, including functional teams, revenue partners, and senior leaders. It also offers tips on understanding what stakeholders need, communicating the value of the product, running numbers and experiments, and mapping out stakeholders and their needs. The overall aim is to help product teams effectively engage all necessary parties and gain support for their ideas.

1. Product Food Groups
🥦🥖🍋🍦🍇

2. ��
We’re all
looking for
the sweet
spot. FEASIBILITY VIABILITY
DESIRABILITY

3. Get all your
stakeholders
aligned and at
the table

4. Getting Product Fit
Who you need: Your x-functional Team

5. Am I on your team?
Your team

6. Give them a pitch that
lines up with their goals
Help them...

7. Get get closer to the
problems you’re solving.
Help them...

8. Everyone is our customer
Your team

9. Problem definition
Help them...

10. We can’t test our idea
until it’s perfect
Your team

11. Validating a hunch with
quick experiments
Help them...

12. The pPhone

13. The cold soda

14. I already did that a week ago.
I thought you were doing that.
That’s not my job.
Your team

15. Define roles and
responsibilities
Help them...

16. Product is responsible for...
Design is responsible for...
News is responsible for...
We’re all responsible for...
Try it: Roles + Responsibilities

17. Product + Design:
• Defining the user
• Defining the MVP
• Writing product requirements
• Prototyping with the newsroom
• Providing external inspiration
• Addressing stakeholder feedback
Research:
• Recruiting testers
• Conducting the research
• Instructing editors
• Analyzing the results
Communication:
• Communicating with leadership
• Getting signoff
• Sharing KPI progress results
Try it: Roles + Responsibilities

18. Getting the Money
Who you need: Revenue Partners

19. How much is this
going to cost?
Your Revenue Partners

20. Run the numbers
Help them...

21. Come up with a
good model.

22. Napkin Math

23. It’s hard to sell
a new thing
Your Revenue Partners
(And what’s in it for me?)

24. Value propositions
Help them with...

25. Try it: Sales Flier Mad Libs
With ___________, you can reach
___ _____________ with ___________
and get ______________ for only
______________.
Product name
Number Audience type, customer type Type of ad position
How will you measure success
Price per time period

26. Try it: Sales Flier Mad Libs
With #ThisIsTucson, you can reach
200,000 local women with
sponsored content and get
7% click-thru rate for only $750.

27. Getting the Buy-in
Who you need: Senior Stakeholders

28. I am your stakeholder
Everyone in the building

29. Define your stakeholders
Help them...

30. I know exactly what we
need to launch...
Your stakeholders

31. Tell a story about
your product
Help them...

32. Take time to align
Help them...

33. Beware the Hungry HIPPO*
*highest paid person’s opinion

35. Test their hypotheses
(even if you don’t agree with it?)
Help them...

36. “I can meet 6 weeks from now.”
“I have to leave half an hour early”
“There’s breaking news - let’s just pick this
up next week?”
Your stakeholders

37. Understand the dynamics
Help them..

38. Try it: Stakeholder Mapping
Stakeholder Team
What teams do you need to
work with?
Stakeholder Name
Who is your contact?
Stakeholder Needs
What do those stakeholders need to know, and when?

39. Try it: Stakeholder Mapping
Stakeholder Team
What teams do you need to
work with?
Stakeholder Name
Who is your contact?
Stakeholder Needs
What do those stakeholders need to know, and when?
Newsroom
Karron (News Desk)
Steve (Graphics)
Matt (Platforms)
When designs are ready, we need to review them and
give feedback so it can be incorporated before we give
final sign off for development to start.

41. Online:
- Facebook: Media Product People
- Facebook: Platypuses in Journalism
- SRCCON Product Thinking email list
Offline:
- Local groups
ONA Local
Mind The Product
Product Tank
Women in Product
- PM therapy
Some Resources! 🍇

42. Questions?