Main takeaways: -Intro to Product Management frameworks -Types of Product Management frameworks -Ideation frameworks -Making product prioritization decisions -Frameworks for Product Market Fit

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8. Srinivasa Kolluri
TONIGHT’S SPEAKER
@ProductEvents

9. TitleSlide
Srinivasa Kolluri
Sr PM-AWS
PRODUCT MANAGEMENT FRAMEWORKS FOR
PRODUCT DECISIONS

10. Srini Kolluri
DISRUPTIVE PRODUCTS
https://techcrunch.com/2018/11/07/harley-davidson-bets-its-future-on-
the-livewire-electric-motorcycle/

11. Srini Kolluri
TRADITIONAL MVP EVOLUTION

12. Srini Kolluri
INTRODUCTION TO FRAMEWORKS
• Controlling the platform is key to
controlling CX
• Platforms provide context for the
Landscape
• Competitive Advantage via Platform
Customization
• Ecosystem growth and better ROI
✓ Product management
challenges are unstructured
by nature
✓ Frameworks provide
structure
✓ Frameworks help uncover
areas which require a deeper
dive
✓ Structured thinking can
reduce design iterations

13. Srini Kolluri
FRAMEWORKS BOUND THE PROBLEM
✓ Design becomes easier with
boundaries
✓ Consistency is easier with
boundaries
✓ Root cause analysis becomes
easier within the bounded
box
✓ Right root cause analysis will
uncover the right personas
and customer features

14. Srini Kolluri
PRODUCT MANAGEMENT FRAMEWORKS
• Controlling the platform is key to
controlling CX
• Platforms provide context for the
Landscape
• Competitive Advantage via Platform
Customization
• Ecosystem growth and better ROI
✓ Product Ideation Frameworks
✓ Five Why’s
✓ Reversal
✓ Journey map
✓ Prioritization Frameworks
✓ Kano model
✓ MoScow model
✓ Stack Rank
✓ Financial Prioritization
✓ Benefit vs Cost
✓ Pirate metrics for Startups

15. Srini Kolluri
PRODUCT MANAGEMENT FRAMEWORKS
• Controlling the platform is key to
controlling CX
• Platforms provide context for the
Landscape
• Competitive Advantage via Platform
Customization
• Ecosystem growth and better ROI
✓ Product Strategy Frameworks
✓ Porter 5 Forces
✓ RARR

16. Srini Kolluri
REVERSAL METHOD
Problem : Parents with newborn babies are often sleep deprived and do not have
time to cook hot meals . They also tend to order large quantities of wipes, diapers
and baby products.
Reversal : Launch a subscription service with low prices for naturally created baby
products . Also provide hot meal delivery at discounted rates when customers sign
for monthly subscription.
Problem : As of early 2018 the number of fake Facebook accounts was 583 million.
Total active Facebook accounts were at 2.5billion worldwide. As fake accounts grow
they have started to affect the social media experience for the genuine participants.
Most other users do not have time to police/crowd identify accounts.
Reversal : Launch a product plugin for Facebook which leverages machine learning
tools to identify fake profiles by running the posts against politifact.com etc. People
love getting back at trolls. Reward users with merchandise coupons who help police
fake accounts.

17. Srini Kolluri
FIVE WHYS FOR IDEATION
Why Answer Root cause
1.Why are subscriptions falling Customers do not find the experience immersive to pay for a
separate subscription
Not immersive
2.Why is the experience not
immersive
It is hard to recreate the magic of being in an actual stadium and
witnessing a last second buzzer beater by watching this in 1080P
video.
Video resolution
needs to improve to
4K
3.Why is the video at 1080P 4K Broadcasts are network intensive and adding 4K module to TV’s
will impact flat screen sizes
Network
intensive,Flatscreen
limitation
4.Why do you have to watch this
on flat screen TV
Virtual reality headsets with 4K do not have Netflix like apps VR app system
5.Why do VR sets not have apps VR sets are power intensive and video broadcasting at 4K will
require a physical connection to a laptop
Power, laptop
connection
Launch a VR headset with wireless charging without a need for physical connection. Utilize free android ecosystem to bring
Netflix like apps to VR headset along with 4K video transfer. Sell the device in a bundle deal with sports/event subscription. Allow
fans to stream record their point of view from the stadium to relive the moments at a later time.
Problem : You are the product manager for an Online media services company. Sports
subscriptions for events such as Thursday night football have seen a steady decline over the past
year. You are tasked with launching a product to remedy this.

18. Srini Kolluri
JOURNEY MAP
Prepare
Unpleasant
experience
Baseline
Enhanced
experience
Experience Enhance ReliveSocial Exit
Put on headset
Put on headset
Headset feels
heavy
Headset feels
light
Video streaming
works
VR is great
Video streaming
is choppy
VR is poor
Crisp 4K
Surround audio
works
Clunky 4K video
Surround audio
missing
Social posts with
embed Video
Single sign on
Video embedding
fails
Multiple Sign ons
Mobile casting
works
Albums and
tagging works
Remove headset
Videos are
synced
Cast mobile to
headset
Albums and
tagging does not
work
Remove headset
Saved videos are
not synced

19. Srini Kolluri
PRODUCT PRIORITY FRAMEWORKS
✓ Help evaluate competing set of
priorities
✓ Prioritization is difference between
a successful product and a failed
one
✓ Prioritization increases the success
rate of strategic projects
✓ Helps align strengths of the
organization towards solving the
most pressing customer needs.

20. Srini Kolluri
KANO MODEL
Functionality
Extreme Frustration
Excitement
generators
Basic
Expectation/Must-be
Performance
payoff
Extreme
Delight/Attractive
Low
HighIndifferent
Performance
Like It Expect
it
Don’t’
care
Live
With
Dislike
Like It Questio
nable
Attractive Attractive Attractive Performa
nce
Expect
It
Revers
e
Questiona
ble
Indifferent Indifferent Must
have
Don’t
care
Revers
e
Indifferent Indifferent Indifferent Must
have
Live
with
Revers
e
Indifferent Indifferent Question
able
Must
have
Dislike Revers
e
Reverse Reverse Reverse Question
able
Feature is absent
Featureispresent

21. Srini Kolluri
KANO EXERCISE
• Controlling the platform is key to
controlling CX
• Platforms provide context for the
Landscape
• Competitive Advantage via Platform
Customization
• Ecosystem growth and better ROI
✓ You are launching Smart glasses for a
Fortune 500 company and need to
prioritize among the below features
✓ 4K Video recording
✓ Water resistant
✓ Charge on the go
✓ Wireless Sync and Share
✓ Voice navigation
✓ Real time sharing of POV

22. Srini Kolluri
KANO QUESTIONS
• Controlling the platform is key to
controlling CX
• Platforms provide context for the
Landscape
• Competitive Advantage via Platform
Customization
• Ecosystem growth and better ROI
✓ Functional Question : How do you feel about
Smart glasses having 4K Video recording?
✓ Responses
✓ I like it
✓ I expect it
✓ I am neutral
✓ I can tolerate it
✓ I dislike it
✓ Dysfunctional Question : How do you feel about
Smart glasses not having 4K Video recording ?
✓ Answers to be recorded in same format
✓ Importance Question : How Important is 4K
Video recording for you.
✓ Rate on a scale of 1 to 9

23. Srini Kolluri
KANO RULES
✓ Functional & Dysfunctional responses with both
“Like”,“Dislike”,”Live with” “Expect it” are marked
as Questionable
✓ Performance features are where users like having
them and dislike not having them
✓ Must be features are where users dislike not having
them
✓ Attractive features are where users like having a
feature that is not expected
✓ Functional & Dysfunctional responses with “ I am
neutral” or “I can tolerate it” are marked Indifferent
✓ Response with “dislike having it “ and “like not
having it” are marked Reverse
✓ Importance questions are marked from 1-9 with 9
being most important

24. Srini Kolluri
KANO SCORING
Features Must
be
Perform
ance
Attractive Indiffe
rent
Reverse Questio
nable
Total Category
4K Video
recording
10 15 56 10 4 5 100 Attractive
Water
resistant
43 17 20 13 5 2 100 Must be
Charge on
the go
17 23 13 37 5 5 100 Indifferent
Wireless
sync
12 48 20 12 5 3 100 Performanc
e
Voice
navigation
58 12 20 3 5 2 100 Must be
Real time
POV
sharing
14 36 25 15 10 0 100 Performanc
e

25. Srini Kolluri
KANO REPRESENTATION
PerformanceAttractive
Indifferent Must be
Charge on the go
Dysfunctional scoring scale
Functionalscoringscale
Wireless sync
Water resistant
Voice Navigation
Real time POV
sharing4K Video
recording
Must be > Performance > Attractive
✓ Final feature priority
✓ Voice navigation
✓ Water resistant
✓ Wireless sync
✓ Real time POV Sharing
✓ 4K Video recording

26. Srini Kolluri
MOSCOW MODEL
✓ MoScow model
✓ Must Have
✓ Should Have
✓ Could Have
✓ Won’t Have this time
✓ MoScow supports scrum well
✓ Timebox and project Increments part of MoScow model
✓ Effort estimates need to be provided by stakeholder teams
✓ Features are also broken down into increments ( Similar to
how Scrum treats Epics, Stores )
✓ Each increment is assigned a time box and effort.
✓ Good rule of thumb is that Must have should not exceed
60% of the total effort
✓ Features marked Won’t have this time do not make it into
the Scrum

27. Srini Kolluri
BENEFIT VS COST
Features Effort(
hours)
Operatio
nal costs
Revenue
projection
Engag
ement
DAU Competitio
n
Category
4K Video
recording
400 30K 2K/account 10% 10K Lacks
feature
Attractive
Water
resistant
100 20K 2K/account 5% 1K Has feature Must be
Charge on
the go
60 15K 3K/account 25% 5K Lacks
feature
Indifferent
Wireless
sync
200 10K 2K/account 30% 9K First in
industry
Performan
ce
Voice
navigation
1000 5K 1K/account 10% 2K Has feature Must be
Real time
POV
sharing
20 2K 5K/account 5% 3K First in
industry
Performan
ce

28. Srini Kolluri
PIRATE METRICS ( AARRR)
Acquisition
• How do users find you
• Page visits, Micro conversion ( watched video), banner ads, organic search, TV advertising, Social media
Activation
• Do users have a great first experience
• Conversion. Home page to sign up page. Number of visitors in trial, activation. Number of visitors using features
Retention
• Do users come back
• Repeat customers, types of merchandise or SaaS purchase. Churn ( downgrades, cancels) ,Usage patterns
Revenue
• How do you make money
• Revenue per customer, Lifetime revenue from customer ,Margins
Referral
• Do users tell others
• Referrals, Invitations, Word of mouth, Social media posts, Reviews

29. Srini Kolluri
PORTER’S 5 FORCES
Compet
itive
rivalry
Threat of
substitutes
Power of
Supplier
s
Power of
Buyers
Threat
of new
entrant
s
✓ Power of Buyers
✓ Not many VR headset
alternatives
✓ Competition does not have
voice controls
✓ Consumers cannot exert
pricing pressure
✓ Power of Suppliers
✓ Parts used for VR headset are
also used in smart displays
✓ Wide variety of suppliers in
China
✓ Alternatives exist for Supply
chain

30. Srini Kolluri
PORTER’S 5 FORCES
Compet
itive
rivalry
Threat of
substitutes
Power of
Supplier
s
Power of
Buyers
Threat
of new
entrant
s
✓ Threat of new entrants
✓ It will take a new entrant 2
years to catch up to our
features
✓ 4K Patented smoothing
technology only available to us
✓ Threat of substitutes
✓ Cheaper variety of glasses
cannot delivery same VR
experience
✓ Also substitutes will not have
video streaming ecosystem in
place

31. Srini Kolluri
PROBLEMS WITH AARRR MODEL
✓ AARRR focusses on acquisition as first step
✓ Mobile apps lose 60% to 70% of their users in the first
week of download.
✓ In three months the number jumps to 90%
✓ Acquisition focused growth model does not work in a
crowded mobile app market
✓ Million users in acquisition looks great on paper
✓ If retention rates are only 1% it would mean actual paying
users are only 100K
✓ RARRA is more optimized for mobile and SaaS companies.
✓ Can you motivate your customers to come back to your
application.

32. Srini Kolluri
RARRA METRICS (MOBILE APPS)
Retention
• Focus on retaining users first
• Repeat customers, types of merchandise or SaaS purchase. Churn ( downgrades, cancels) ,Usage patterns
Activation
• Get the experience right the first time
• Conversion. Home page to sign up page. Number of visitors in trial, activation. Number of visitors using features
Referral
• Incentivize referral early
• Institute referral patterns in your product early. Invitations. Gamifiication
Revenue
• Maximize lifetime revenue per customer
• Revenue per customer, Lifetime revenue from customer ,Margins, App Purchases
Acquisition
• Fine tune acquisition channels
• Page visits, Micro conversion ( watched video), banner ads, organic search, TV advertising, Social media

33. Srini Kolluri
RECOMMENDED BOOKS

34. Srini Kolluri
RECOMMENDED BOOKS

35. Srini Kolluri

36. Srini Kolluri

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