This document outlines a presentation on product management and achieving product-market fit. The presentation covers key concepts like the customer development process, lean startup theory, and crossing the chasm. It discusses tools and techniques for validating ideas with customers before and after achieving product-market fit. An exercise about strategic choices for Blackberry 10 is included to help attendees practice applying the concepts. The overall goal is to help attendees devise an approach for rapidly achieving product-market fit and avoiding wasting resources.
Slides from the 'Essentials of Product Management' workshop at General Assembly in London, June 2013
ABOUT THIS WORKSHOP
The first step in making an idea reality is to understand product management. There is a huge amount of work between the idea stage and the coding stage, and this Saturday workshop will help you understand what needs to be accomplished.
We will start the day off by learning what the product management role encompasses and what the managing process is like. We'll also cover a product's feasibility and the various stages of—and ways to approach—the product development process. Through group work and hands-on practice, we'll look at the MVP (Minimum Viable Product) philosophy to test and validate your plans, and move on to identify the other more technical tools needed to start and evaluate the building process.
TAKEAWAYS
Part 1: The Product Manager role & the Product Management Process
Part 2: The Customer and MVP
- Learn to break an idea into its primary parts to assess product feasibility
- Explain the purpose and process of building an MVP
- Identify various ways to build and learn from an MVP
- Evolve an MVP to reach product/market fit
- Determine if product/market fit has been achieved for a product
Some slide content courtesy of Simon Cast, John Eikenberry, and General Assembly
Let's talk about the job of a product manager and how to do it really well. Based off of this post: https://medium.com/@joshelman/a-product-managers-job-63c09a43d0ec#.v0kdyf816
Agile ProDUCT Management Essentials for ProJECT and ProGRAM ManagersRich Mironov
This September webinar for PMI’s Agile Community of Practice laid out the basics of tech product management, how it maps against project/program management, and how agile shifts these (traditional) roles.
Slides from the 'Essentials of Product Management' workshop at General Assembly in London, June 2013
ABOUT THIS WORKSHOP
The first step in making an idea reality is to understand product management. There is a huge amount of work between the idea stage and the coding stage, and this Saturday workshop will help you understand what needs to be accomplished.
We will start the day off by learning what the product management role encompasses and what the managing process is like. We'll also cover a product's feasibility and the various stages of—and ways to approach—the product development process. Through group work and hands-on practice, we'll look at the MVP (Minimum Viable Product) philosophy to test and validate your plans, and move on to identify the other more technical tools needed to start and evaluate the building process.
TAKEAWAYS
Part 1: The Product Manager role & the Product Management Process
Part 2: The Customer and MVP
- Learn to break an idea into its primary parts to assess product feasibility
- Explain the purpose and process of building an MVP
- Identify various ways to build and learn from an MVP
- Evolve an MVP to reach product/market fit
- Determine if product/market fit has been achieved for a product
Some slide content courtesy of Simon Cast, John Eikenberry, and General Assembly
Let's talk about the job of a product manager and how to do it really well. Based off of this post: https://medium.com/@joshelman/a-product-managers-job-63c09a43d0ec#.v0kdyf816
Agile ProDUCT Management Essentials for ProJECT and ProGRAM ManagersRich Mironov
This September webinar for PMI’s Agile Community of Practice laid out the basics of tech product management, how it maps against project/program management, and how agile shifts these (traditional) roles.
Making The Right Strategic Choices in Product PortfoliosRich Mironov
Software executives and software product managers focus first on putting the right products into their portfolios - since the primary drivers of market success are identifying the right markets, segments and customer problems to solve. Deciding what products to build, and their relative priority, is a top-down strategic process supported by metrics-driven engineering and program management
Finding Product / Market Fit: Introducing the PMF Matrix - Presentation by Ri...Rishi Dean
These slides were used to facilitate a discussion of entrepreneurial MIT alums, mainly from the MIT Sloan business school. My intention was to introduce many of the newer, leaner concepts of early stage start-up development to a group that often sees "technology first" businesses.
This presentation centers on the concept of Product / Market Fit: what it is, why it's important, and how to achieve it. I propose my "Product Market Fit Matrix" that helps to characterize the issues of the start-up and presents various frameworks that can help guide development. In a sense the Product / Market Fit Matrix is a meta-framework.
For more information please visit: http://www.rishidean.com
Informal discussion about #prodmgmt role, challenges, overlap with product owner & project manager, promotional cycle, and getting into prodmgmt. Hosted by ProdmgmtTalk and Atlassian
Practical Product Management for new Product ManagersAmarpreet Kalkat
This presentation provides tips and tools for a professional who is new to Product Management function (in software).
It does not cover the full lifecycle of a product and primarily focuses on the product development/product building phase. As such, it is more usable for professionals working on existing products than for those in the process of building new products from scratch.
Sachin Rekhi shares the 4 dimensions of product management (vision, strategy, design, execution), discusses where product managers fit in the R&D organization, and how product management roles differ across and within companies.
How to Create a Product Management Process That Doesn't SuckIntelligent_ly
Learn how to create a product management process that works effectively for your organization. Slides taken from a class that Cory von Wallenstein of Dyn taught at Intelligent.ly. Learn more from the experts by visiting http://intelligent.ly/learn
Speaker: Chris Sullivan, Vice-President, Finance & Operations, IDC (Canada) Ltd.
More information including webcast found on the MaRS site at: http://www.marsdd.com/Events/Event-Calendar/Ent101/2008/marketing2-20080116.html
This lecture provides practical tips on how to prepare to enter the marketplace with your product. It is relevant for all start-ups that are still in a development phase and contemplating the various pieces that need to be in place for product launch. Case studies are used to emphasize the importance of taking a customer-centred approach to market entry and illustrate the barriers to scaling and selling your product.
Part of Entrepreneurship 101
http://www.marsdd.com/events/details.html?uuid=20ce3dd2-da9d-499d-a277-655f29487de6
Making The Right Strategic Choices in Product PortfoliosRich Mironov
Software executives and software product managers focus first on putting the right products into their portfolios - since the primary drivers of market success are identifying the right markets, segments and customer problems to solve. Deciding what products to build, and their relative priority, is a top-down strategic process supported by metrics-driven engineering and program management
Finding Product / Market Fit: Introducing the PMF Matrix - Presentation by Ri...Rishi Dean
These slides were used to facilitate a discussion of entrepreneurial MIT alums, mainly from the MIT Sloan business school. My intention was to introduce many of the newer, leaner concepts of early stage start-up development to a group that often sees "technology first" businesses.
This presentation centers on the concept of Product / Market Fit: what it is, why it's important, and how to achieve it. I propose my "Product Market Fit Matrix" that helps to characterize the issues of the start-up and presents various frameworks that can help guide development. In a sense the Product / Market Fit Matrix is a meta-framework.
For more information please visit: http://www.rishidean.com
Informal discussion about #prodmgmt role, challenges, overlap with product owner & project manager, promotional cycle, and getting into prodmgmt. Hosted by ProdmgmtTalk and Atlassian
Practical Product Management for new Product ManagersAmarpreet Kalkat
This presentation provides tips and tools for a professional who is new to Product Management function (in software).
It does not cover the full lifecycle of a product and primarily focuses on the product development/product building phase. As such, it is more usable for professionals working on existing products than for those in the process of building new products from scratch.
Sachin Rekhi shares the 4 dimensions of product management (vision, strategy, design, execution), discusses where product managers fit in the R&D organization, and how product management roles differ across and within companies.
How to Create a Product Management Process That Doesn't SuckIntelligent_ly
Learn how to create a product management process that works effectively for your organization. Slides taken from a class that Cory von Wallenstein of Dyn taught at Intelligent.ly. Learn more from the experts by visiting http://intelligent.ly/learn
Speaker: Chris Sullivan, Vice-President, Finance & Operations, IDC (Canada) Ltd.
More information including webcast found on the MaRS site at: http://www.marsdd.com/Events/Event-Calendar/Ent101/2008/marketing2-20080116.html
This lecture provides practical tips on how to prepare to enter the marketplace with your product. It is relevant for all start-ups that are still in a development phase and contemplating the various pieces that need to be in place for product launch. Case studies are used to emphasize the importance of taking a customer-centred approach to market entry and illustrate the barriers to scaling and selling your product.
Part of Entrepreneurship 101
http://www.marsdd.com/events/details.html?uuid=20ce3dd2-da9d-499d-a277-655f29487de6
Here's a workshop I gave on growth hacking. It's a presentation of 15 different practical startup growth hacks, plus a workshop session where we brainstorm how to market / grow 3 fictional startups.
Checkout http://www.growthhackerlove.com for more Growth Hacks...
My personal Growth Hacking Challenge!
Presented on 6.8.2015 @startplatz in Cologne/Germany.
Content:
What is Growth Hacking?
What ist Growth Management?
A long list of Growth Hacks for personal usage ;-)
Learn how to create an action plan that defines how you will reach your target customers and achieve competitive advantage. This session is geared for startups that have not yet entered the market and are contemplating what needs to be in place for product launch.
Alex Marquez illustrates key branding concepts for startups and shares his experiences in building great brands. Alex encourages deep thought about what your product is and challenges entrepreneurs to consider their overall mission before attempting to forge their unique brand.
This content was produced for the 2011 Singapore Spring semester of the Founder Institute by Founder Institute mentor Alex Marquez, founder of Propeller Fish and innovation strategy expert. Check out Alex's Linkedin to learn more:
https://www.linkedin.com/in/marquezalex
I was very excited and honored to present a 3-hour workshop at the Viterbi Hacker House at USC, which is where I went to college, around growth hacking and marketing for startups. Always fun connecting with students and being able to give back to my school.
We answered:
Is growth that important?
What is growth hacking?
How do I get started with marketing and growth hacking?
How do I prioritize everything?
What is product/market fit?
What is the customer lifecycle?
Why do growth hacks fall into either acquisition, activation, retention, revenue, or referral buckets?
What are growth hacking and marketing examples from work?
What are 100+ examples of growth hacks at each stage?
How can they implement some of these today? Including onstage breakdowns of USC companies, including EnvoyNow.co and Bezalel.co
I know I’ll forget some tools, people, and resources, but....
Tools I mentioned you should check out:
Google Analytics
Qualaroo
Survey.io
MailChimp
Zapier
IFTTT
LeadIn
KISSmetrics
CrazyEgg
SumoMe
Gumroad
BuiltWith
Kimono
PrimeLoop
PerfectAudience
Odesk
Connectifier
Rapportive
Buffer
People I mentioned who you should follow (in no particular order):
Patrick Vlaskovits
Neil Patel
Hiten Shah
Sean Ellis
Samuel Hulick
Morgan Brown
Taylor Miles
Paul Graham
Dave McClure
Geoff Ralston
Marc Andreesen
Bing Gordon
Gabriel Weinberg
Justin Mares
Brian Balfourr
Zack Onisko
Greg Isenberg
Maud Pasturaud
Annie Cushing
Thomas Knoll
Ivan Kirigin
Noah Kagan
Andy Johns
Elliot Shmukler
Iris Shoor
Brian Dean
Jimmy Daly
Ramit Sethi
Brendon Burchard
Jeff Walker
Robert Cialdini
Resources I mentioned:
(definitely forgetting many, but a good start....)
Startup = Growth: http://growth.so/pgGrowth
Startup Priorities: http://growth.so/StartupPriorities
Blake Masters’ Notes: http://growth.so/BlakeMasters
Andy Johns’ Answers on Quora: http://growth.so/AndyJohnsQuora
Find A Growth Hacker For Your Startup: http://growth.so/FindGrowthHacker
The Only Thing That Matters: http://growth.so/Productmarketfit
Developer Content Marketing & Growth Hacking: http://growth.so/HitenShah
Gaining Early Traction by Doing Things that Don't Scale: http://growth.so/Zack415
Cialdini's Six Principles of Influence: http://growth.so/Robert-Cialdini
Startup Metrics for Pirates: http://growth.so/Pirate-Metrics
Traction vs. Growth: http://growth.so/TractionGrowth
AirBNB Growth: http://growth.so/AirbnbGrowth
Getting Launch Press for Your Startup: http://growth.so/MturkHack
Mobile Popups: http://bit.ly/QualarooGH
TripAdvisor’s Unfair Email Marketing Advantage: http://growth.so/TripAdvisorEmails
How to Gather 100,000 Emails in One Week: http://growth.so/PrelaunchEmails
The Medium Is The Message: http://growth.so/MediumIsMessage
Daily Growth Strategies: morganbrown.co
User Onboarding: useronboard.com
Hitenism: hitenism.com
Backlinko: backlinko.com
GrowthHackers: growthhackers.com
5 Key Hacks for Breakthrough Innovation Amy Jo Kim
It’s easier than ever to create a startup around a new, innovative idea. But most startups fail -- and most innovative products never take off. What differentiates the ones that DO? What developmental habits and behaviors do the teams that create genre-defining hits have in common? Here are 5 Key Hacks that will set the stage for breakthrough innovations - along with 3 smart shortcuts that can dramatically accelerate your early product development.
Startup Customer Acquisition - Marketing Channels for StartupsIvan Lim
My Startup Customer Acquisition presentation given to the AngelCube Startup Accelerator teams for 2013.
I give an overview of the various startup customer acquisition channels available as well as pros and cons of each channel. We cover things such as PPC, SEO, Facebook ads, Retargeting, Email, Business Development and Growth Hacking.
I also jump into the importance of building great marketing systems so that founders can fire themselves from the process and scale up fast.
Creating truly personal omni-channel customer experiences by Brian Solis and ...Brian Solis
An exclusive ebook written by Brian Solis for SmartFocus. Customers are more connected and more informed than ever. Digital marketers now need an entirely fresh perspective to succeed in a world where customers and prospects experience their brand in multiple ways – online ads, websites, blogs, email, social and more. In retail, the customer journey might also include a visit to a real world store. This eBook, with exclusive video insights from Brian Solis, will explain how to build those journeys and develop an omni-channel marketing strategy by covering topics such as:
What is omni-channel marketing and why is it important?
How to be human and stay tech savvy and the importance of social media
How email marketing is more important than ever
Google Analytics 101 for Business - How to Get Started With Google AnalyticsJeff Sauer
Google Analytics is a widely adopted platform for websites and is used by most Internet marketers, but do we know its origins? Learn the basics about why we need Google Analytics, how to get started, and what to do in order to ensure success. Then look into some of the more advanced things that you can do with the tool in this presentation.
Google Analytics 101, with a sneak preview into the things you can do with Google Analytics 201, 301 and even 401.
Effective product management is more than just visiting customers and writing requirements. Good product managers posses certain traits that allow them to excel in their roles. While it may seem that some people are just born with these abilities, most have them in some degree and just need to learn how to express them effectively. This presentation covers ten important traits that good product managers possess and offer specific suggestions on how to emphasize your natural traits while addressing those that do not come as naturally.
From Jeff Lash of www.goodproductmanager.com
A pitch deck template with sample copy to help technology startups sell their business concept to angel investors and VCs. Inspired by pitch deck words of wisdom from Dave McClure (500 Startups), AirBnb, Guy Kawasaki and Venture Hacks (the folks behind AngelList).
YOU MIGHT ALSO LIKE THESE PITCH DECK EXAMPLES & TEMPLATES:
> Airbnb pitch deck @ https://pitchdeckcoach.com/airbnb-pitch-deck
> Sequoia Capital pitch deck template @ https://pitchdeckcoach.com/sequoia-capital-pitch-deck
> FREE pitch deck template download @ https://pitchdeckcoach.com/free-pitch-deck-template
> Pitch deck guide with hints, tips, and a worked example @ https://pitchdeckcoach.com/pitch-deck-template
NEED HELP WITH YOUR PITCH DECK?
See how I can help then book a free call @ https://pitchdeckcoach.com/
MORE PITCH DECK RESOURCES @ https://pitchdeckcoach.com/pitch-deck-template#resources
Provides practical tips on how to prepare to enter the marketplace with your product. Relevant for all start-ups that are still in a development phase and contemplating the various pieces that need to be in place for product launch.
Follow our mantra of sending the right message, to the right person, at the right time, with the right frequency as a framework for your email marketing strategy.
The Ten Step Guide to Creating Your Multi-Channel Marketing Strategy Netplus
With so many choices, channels and constraints how do you prioritize your budgets and resources to maximize the impact of your interactive marketing?
This webinar will cover how to:
• Get buy in from key stakeholders
• Construct concurrent or consecutive programs so they support and enhance each other
• Prioritize efforts across channels based on what really matters
• Separate test budgets from working budgets
• Develop and execute actionable dashboards
• Deciding which channels make sense for the audience and content
Speakers
Robin Neifield, CEO, NetPlus Marketing
Product Management and the Search for Product Market Fit Intelligent_ly
Jeff Bussgang on Product Management and the Search for Product-Market Fit
Startup product management is both an art and a science.
We're thrilled to host Jeff Bussgang - author, blogger, professor, VC partner, and generally one of the best all round startup minds we know - for an in-depth dive into best practices in product management as well as tactics to achieve product-market fit.
You'll Learn:
-The skills that characterize great product managers
-Tactics and techniques for finding product-market fit
About Jeff Bussgang:
Jeff Bussgang is a general partner at Flybridge Capital, a senior lecturer at Harvard Business School and an author/blogger (book: Mastering the VC Game, blog: Seeing Both Sides). He was previously an entrepreneur, cofounding Upromise (acquired by SallieMae) and serving as VP of marketing and products at Open Market (IPO 1996).
A presentation reviewing the series of techniques and experiments that founders / entrepreneurs can pursue in the quest for acheiving product-market fit.
How to achieve product-market fit by running the experiments that matter most and building the right organization to run those experiments effectively.
No startup business experiences the same journey to success, but there are general stages that most companies move through as they grow:
1) Validation
2) Product Development
3) Commercialization
4) Scale/Growth
The Center for Entrepreneurial Innovation (CEI) helps its clients through these stages of business development and offers best practices for each stage. Represented by an amazing lineup of speakers, including Hart Shafer (Innovation Coach / Founder, Theraspecs), Eric Miller (Principal, PADT Inc.), Nate Curran (Entrepreneur-in-Residence, CEI) and Russ Yelton (CEO, Pinnacle Transplant Technologies, "The Startup Lifecycle" presentation offers unique insights and best practices for entrepreneurs growing their business.
In just a few years, the Lean Startup movement has gained influence by promoting a powerful but simple agile product management toolset—one that complements agile software development approaches such as Scrum and kanban. This presentation explores the tools and techniques product owners at startup companies and others are employing today for project visioning, experimental design, evaluating new feature impact, prototyping, split testing, and gaining early customer feedback.
SharePoint and Lean Development: Critical Factors for Accelerating Time to Va...Dave Healey
From the lean enterprise to the lean startup, organizations are increasingly turning to lean production practices to create and preserve value with less work. SharePoint’s broad deployment, mature functional capabilities and robust extensibility make it a natural candidate for lean development scenarios, yet realizing the promise of the platform is not without risk.
This session covers the basics of lean production and explores the risks and possibilities in lean development with SharePoint. Through real-world case studies we discuss the seven most important factors for accelerating time-to-value across
- Economic,
- Cultural, and
- Engineering dimensions.
Product Market Fit Presentation - May 2023 - Jeff BussgangJeffrey Bussgang
A systematic walk through of the journey to achieve product market fit by Jeff Bussgang, general partner at Flybridge Capital Partners and senior lecturer at Harvard Business School
A brief review of the Boston startup ecosystem from the perspective of Jeff Bussgang of Flybridge and HBS, a former entrepreneur turned VC / Harvard faculty member.
A primer for founders on how to raise that first round of venture capital from Harvard Business School professor and Flybridge general partner Jeff Bussgang
A presentation on the search for product-market fit at the Harvard Business School Black Tech Masters Series by venture capitalist and entrepreneurship faculty professor Jeff Bussgang
The Community Playbook for Founders (from Flybridge)Jeffrey Bussgang
Now more than ever, community can be a competitive advantage for savvy founders. This presentation deconstructs how to get the most out of your community.
How to Raise Your First Round of Capital - January 2020Jeffrey Bussgang
A step by step guide to raising your first round of capital -- from angels or venture capitalists (VCs) -- from a VC veteran and Harvard Business School (HBS) professor
1. Product Management 101:
The Search for Product-Market Fit
Jeff Bussgang
General Partner, Flybridge Capital
Senior Lecturer, Harvard Business School
December 10, 2012
CONFIDENTIAL PRESENTATION | PAGE1
2. Session Objectives
• What is great product management?
• What people mean when they use the phrase,
“Product Market Fit” (PMF), plus:
– Customer Development Process
– Lean Start-Up Theory
• Help you devise your approach to achieving PMF
and avoid wasting a lot of money
CONFIDENTIAL PRESENTATION | PAGE2
4. Context for My Perspective
• General Partner at Flybridge Capital, early-stage VC firm in
Boston/NY, $560M under management
60+ portfolio companies
• Senior Lecturer at Harvard Business School
• Former entrepreneur
Cofounder/Pres. Upromise (acq’d by SallieMae)
VP at Open Market (IPO ‘96)
• Author: Mastering the VC Game
CONFIDENTIAL PRESENTATION | PAGE4
5. Leading Thinkers/Books/Blogs
• Geoffrey Moore: Crossing the Chasm (read this!)
• Steve Blank: Customer Development Process (read Four
Steps to the Epiphany)
• Eric Ries: Lean Startups (read this too!)
• Marty Cagan: Silicon Valley Product Group (great book
and blog)
• HBS Prof Tom Eisenmann: Launching Tech Ventures
(great blog)
• Sean Ellis: Startup Marketing (great blog)
• Andrew Chen: Growth Hackers (great blog)
CONFIDENTIAL PRESENTATION | PAGE5
6. Startup
1. A team launching a new product under
conditions of extreme uncertainty
2. A vehicle for testing hypotheses about
such an entity
Entrepreneurship: the pursuit of opportunity beyond
resources you currently control
- HBS Professor Howard Stevenson
6
CONFIDENTIAL PRESENTATION | PAGE6
7. Old School Product Management
• Report to: Marketing
• Output: Requirements Documents
• Methodology: Waterfall
• Product lifecycles: Years
• Decision-Making: Opinion-Driven
CONFIDENTIAL PRESENTATION | PAGE7
8. Modern Product Management
• Report to: CEO
• Output: Prototypes
• Methodology: Agile
• Product lifecycles: Weeks
• Decision-Making: Data-Driven
CONFIDENTIAL PRESENTATION | PAGE8
9. Customer Development
vs. Product Development
Product Development
Concept/ Product Alpha/Beta Launch/
Bus. Plan Dev. Test 1st Ship
Customer Development
Customer Customer Customer Company
Discovery Validation Creation Building
Source: Steve Blank
CONFIDENTIAL PRESENTATION | PAGE9
10. Product Management Skills
• Responsibilities:
– Define the new product to be built
– Secure the resources to build it
– Manage its development, launch and
ongoing improvement
– Lead the cross-functional product team
• Attributes:
– Ability to influence and lead
– Resilience and tolerance for amibiguity
– Business judgment and market knowledge
– Strong process skills and detail orientation
– Fluency with technology and implications on product design, business
– Design/UX instincts
Mini CEO – with none of the authority
CONFIDENTIAL PRESENTATION | PAGE10
11. The Lean Startup
• Many startups fail because they waste capital and
time developing and marketing a product that no
one wants
• Lean startups rapidly and iteratively test hypotheses
about a new venture based on customer feedback,
then quickly refine promising concepts and cull flops
• Being lean does NOT mean being cheap, it is a
methodology for optimizing—not minimizing—
resources expenditures by avoiding waste
• Being lean does NOT mean avoiding rigorous,
analytical or strategic thinking
11
CONFIDENTIAL PRESENTATION | PAGE11
12. Lean Startup Principles
• No idea survives first customer contact, so get
out of the building ASAP to test ideas
• Goal: validation of business model hypotheses,
based on rigorous experiments and clear metrics
• Minimum viable product (MVP): smallest set of
features/marketing initiatives that delivers the
most validated learning
• Rapidly pivot your MVP/business model until you
have validation and product-market fit (PMF)
• Don’t scale until you have achieved PMF
12
CONFIDENTIAL PRESENTATION | PAGE12
14. Where are You?
Before Product-Market Fit: After Product-Market Fit:
Search & Validation Scaling & Optimization
• Lean startup approach • Building a robust, feature-rich
• Hunch-driven hypotheses product
• Minimum viable product (MVP) • Crossing the chasm
• Customer development process • Metrics, analytics, funnels
• Selling to early adopters • Designing for virality &
• Pivoting scalability
• Bootstrapping • Challenges with corporate
partnerships
• Small, founding team
• Building a brand
• Product-centric culture;
informal roles • Scaling the team; more
formal roles
• Early in sales learning curve
• Scaling a sales force
CONFIDENTIAL PRESENTATION | PAGE14
15. Tools/Techniques
• Structured idea generation • Conversion funnel analysis
• Business model generation • Landing page optimization
• Customer discovery process • SEM/SEO optimization
• Focus groups • Inbound marketing design
• Customer survey • PR strategy
• Persona development • Customer support analysis
• Competitor benchmarking • Product feature prioritization
• Wireframing • Sales pitch
• Prototype development • Lead qualification
• Usability testing • Bus dev screening
• Charter user program • Net Promoter Score
• A/B test • Lifetime value vs. Customer
acquisition costs
15
CONFIDENTIAL PRESENTATION | PAGE15
16. “Lessons Learned” Drives Funding
Business Test Lessons
Concept Plan/Canvas Hypotheses Series A
Learned
Do this first instead of fund raising
(or raise seed round to test hypotheses…rigorously)
Source: Steve Blank
CONFIDENTIAL PRESENTATION | PAGE16
18. Exercise Instructions
• Pick a product development methodology
– Agile vs. Waterfall
• Pick the product manager’s role
– Czar
– Democratic leader
– Oligarchy / committee
• Allocate 100 points across key product features
– Apps
– Screen / keyboard
– Form factor (small, light)
– Browser / reading
• Design a falsifiable test to help you with your scoring
CONFIDENTIAL PRESENTATION | PAGE18
19. A Few Resources
• My blog: www.SeeingBothSides.com
• Quora on product management:
• http://b.qr.ae/W1npOi (product mgt skills)
• http://b.qr.ae/sYy4jS (Google product mgt)
• HBS Case Note on Product Mgt - http://bit.ly/TQhw7w
CONFIDENTIAL PRESENTATION | PAGE19
20. Product Management 101:
The Search for Product-Market Fit
Jeff Bussgang
@bussgang
jeff@flybridge.com
December 10, 2012
CONFIDENTIAL PRESENTATION | PAGE20
Editor's Notes
In rough terms, tools in the left column are used pre-PMF, and those in the right post-PMF. A/B tests are used in both phases.