The document summarizes a workshop led by Shailesh Bhat at Product Camp 2018, focused on crafting value-benefit-feature statements. It includes interactive activities encouraging participants to articulate their team achievements and the benefits of an internally built ad server that improves campaign efficiency and user experience. The workshop promotes the importance of effective communication in product management and invites feedback and continued interaction from attendees.

1. Following slides were used at
Product Camp 2018
during the workshop
Crafting Value-Benefit-Feature Statements
By
Shailesh Bhat

2. YOUR TURN NOW
Activity -
Write a one line update for your CEO (or company newsletter) on your/your team’s
achievment in the last qtr/month/sprint
OR
Write a one line statement of something you are really proud of; something you want a
future employer to know

3. Crafting Value-Benefit-
Feature Statements
- a workshop -

4. ‘I was responsible for the alertness of the
entire office’
- 19 year old intern

5. Coffee run to the local Starbucks for 15
accountants

6. Feature - Brought Coffee
Benefit - Kept the office alert
Value - NPS score of 9, due to low error rate of less than 0.1%

7. About me - Shailesh Bhat
(https://www.linkedin.com/in/shaileshbhat/)
https://bit.ly/2GHGPsk
Co-founded (2011-15)
Author PM chops (2004-11)
Current
Director, Product Management
All views expressed here are mine and not of any affiliated organization

8. About You
Students
Product Managers
Engineers
Designers
Others?

9. Internally built ad server live
XYZ team launched a new internally built adserver that serves ABC-company’s
product retargeting ads on the preferred ad exchange. It has superior campaign
efficiency and enhances UX by serving ads in <1s compared to ad load times of 4s
when served by 3rd party solutions. It also enables millions of dollars in non-media
cost savings.

10. YOUR TURN NOW
Activity -
Write a one line update for your CEO (or company newsletter) on your/your team’s
achievment in the last qtr/month/sprint
OR
Write a one line statement of something you are really proud of; something you want a
future employer to know

11. Feature - Benefit - Value
What is it - How does it improve the situation - For the customer/user
(now your turn, pl write it, pl do *not* call out)
Electric Car - ? - ?
Instant Pot - ? - ?
What is it - How is it good - How is it good, in the customer’s language

12. Step 1
XYZ team launched a new internally built
adserver that serves ABC-company’s
product retargeting ads on the preferred
ad exchange. It has superior campaign
efficiency and enhances UX by serving ads
in <1s compared to ad load times of 4s
when served by 3rd party solutions. It also
enables millions of dollars in non-media
cost savings.
What is it talking about?
Internally built adserver

13. Step 2
XYZ team launched a new internally built
adserver that serves ABC-company’s
product retargeting ads on the preferred
ad exchange. It has superior campaign
efficiency and enhances UX by serving ads
in <1s compared to ad load times of 4s
when served by 3rd party solutions. It also
enables millions of dollars in non-media
cost savings.
If there is a resultant improvement, who
will enjoy it?
1. Customers (implied by ‘enhances
UX’)
2. The Company (implied by
‘efficiency’)

14. Step 3
XYZ team launched a new internally built
adserver that serves ABC-company’s
product retargeting ads on the preferred
ad exchange. It has superior campaign
efficiency and enhances UX by serving ads
in <1s compared to ad load times of 4s
when served by 3rd party solutions. It also
enables millions of dollars in non-media
cost savings.
If there is a resultant improvement, how
would the customer measure the
improvement?
??? (time to load does not measure the
improvement, it measures the feature)
Consider -
● Incremental revenue
● Incremental NPS
● Incremental Engagement

15. Step 4
XYZ team launched a new internally built
adserver that serves ABC-company’s
product retargeting ads on the preferred
ad exchange. It has superior campaign
efficiency and enhances UX by serving ads
in <1s compared to ad load times of 4s
when served by 3rd party solutions. It also
enables millions of dollars in non-media
cost savings.
What is the (expected) number against
that measure?
???

16. Step 5
XYZ team launched a new internally built
adserver that serves ABC-company’s
product retargeting ads on the preferred
ad exchange. It has superior campaign
efficiency and enhances UX by serving ads
in <1s compared to ad load times of 4s
when served by 3rd party solutions. It also
enables millions of dollars in non-media
cost savings.
Why is there a resultant improvement?
1. Enhances UX
2. Campaign efficiency

17. Step 6
XYZ team launched a new internally built
adserver that serves ABC-company’s
product retargeting ads on the preferred
ad exchange. It has superior campaign
efficiency and enhances UX by serving ads
in <1s compared to ad load times of 4s
when served by 3rd party solutions. It also
enables millions of dollars in non-media
cost savings.
Is the tone active or passive?
Passive

18. Step 7
XYZ team launched a new internally built
adserver that serves ABC-company’s
product retargeting ads on the preferred
ad exchange. It has superior campaign
efficiency and enhances UX by serving ads
in <1s compared to ad load times of 4s
when served by 3rd party solutions. It also
enables millions of dollars in non-media
cost savings.
Are there too many adjectives?
Is the point so weak that it needs props

19. Step 8
XYZ team launched a new internally built
adserver that serves ABC-company’s
product retargeting ads on the preferred
ad exchange. It has superior campaign
efficiency and enhances UX by serving ads
in <1s compared to ad load times of 4s
when served by 3rd party solutions. It also
enables millions of dollars in non-media
cost savings.
3 words that do not sound like you?
Internally built

20. Step 9
XYZ team launched a new internally built
adserver that serves ABC-company’s
product retargeting ads on the preferred
ad exchange. It has superior campaign
efficiency and enhances UX by serving ads
in <1s compared to ad load times of 4s
when served by 3rd party solutions. It also
enables millions of dollars in non-media
cost savings.
3 Words that you think are missing?

21. In-house Display Ad Server Live
Launched an in-house adserver to serve ABC-company’s product retargeting ads on
the preferred ad exchange. Ad campaigns now have 3X higher CTR, due to reduced
load times of <1s compared to previous load times of 4s; resulting in better campaign
efficiency and customer experience. The initiative will also save $3.5M in costs.

22. YOUR TURN NOW
Take the statement that you wrote earlier and apply the 9 steps
1. What is it talking about?
2. If there is a resultant improvement, who will enjoy it?
3. If there is a resultant improvement, how would you measure the improvement?
4. What is the (expected) number against that measure?
5. Why is there a resultant improvement?
6. Is the tone active or passive?
7. Are there too many adjectives?
8. 3 words that do not sound like you?
9. 3 Words that you think are missing?

23. Volunteers

24. Did it improve
Aye or Nay

25. Was this useful
1. Permission to use your workshop content (before - after)
2. Write / Post a picture of this session on your blog, twitter …
3. Feedback and thoughts - reachshaileshbhat@gmail.com
4. Linkedin - https://www.linkedin.com/in/shaileshbhat/
5. Book - https://www.smashwords.com/books/view/611259
6. http://www.productcampsiliconvalley.org/survey

26. What did you do today? What will you say?
Attended a workshop
Added a tool to my tool kit
Figured a way to get my next raise/promotion this year

27. Thank you
Shailesh Bhat
reachshaileshbhat@gmail.com
https://www.linkedin.com/in/shaileshbhat/