A slide-deck introducing and defining product management in highly regulated markets

1. MANAGING PRODUCTS IN
A HIGHLY REGULATED
MARKETS
Herman / Megh / Ruoxing
Xero / Cadreon / Hearsay Social
PM / PM / PM

2. Agenda - Why are we here today?
• A high level overview of product management
• So what’s the big deal with regulated markets
• What are some of the examples on regulated markets
• The different frameworks at various stages of product discovery
• Best practices and war stories
• Q & A

3. Disclaimer
“This will solve all your problems and
answer all your questions”
- Every snake oil scheme ever

4. So why are we really here
“We have made enough mistakes to
help you not make the same ones”
- Herman / Megh / Ruoxing

5. Product Management:A high level over view

6. What is product management?
“No for real, I am the CEO of my
product”
- No one ever

7. Product Management: Regulated Market

8. What is product management?
• What do you build for a market?
• What would your users use?
• What would your customers buy?
• How do you help build this?

9. What is product management in a
regulated market?
• What regulations are you abiding by?
• What is your legal recourse?
• Do you need specific agreements?
• What is the case law in this space?
--
• What do you build for this market?
• What would your users use?
• What would your customers buy?
• How do you help build this?

10. What is the big deal?
Consumer Regulated markets

11. The Markets that we will talk about
Financial Services Advertising

12. This is a reality in these markets

13. Frameworks
“I love frameworks, they validate my
life”
- No one ever

14. State of the union on frameworks
- Business model canvas
- AARRR (Pirate metrics)
- Value chain analysis
- Pricing fundamentals
- Enterprise and Consumer product differentiation
- Product packaging
- Service, support and delivery

15. Adapted Frameworks
“I care the most about my own
problems”
- Everyone ever

16. Adapted Frameworks for these markets
- Frameworks are usually exhausting and confusing
- We don’t prescribe a silver bullet, we just want to help you do
things you want to
- Optimize your key parameter and adapt to your own market
needs
- Probe on the relevant Legal frameworks and ask the right
questions
- 5 (and more) Whys to get to why something is the way it is

17. Adapted Frameworks for these markets
- New products in new markets –
Build
- New products in highly entrenched markets –
Break
- Maintenance frameworks –
Boost

18. Adapted Frameworks - Build
Optimize for speed
What are the regulatory hurdles?
How do you ask the right
questions?
How do you answer enough to
survive?

19. Adapted Frameworks - Break
Optimize for a specific
workflow
How do you solve a problem
better than 10x the existing?
How do you budget for the legal
overhead?
What are your internal auditing
requirements?

20. Adapted Frameworks - Boost
Optimize for data
How can you use data as a
decision driver?
How much of this can you make
it generally available?
Why do your happiest customer
groups stay with you?

21. Build your own framework
• Audience workshop
• Which industry are you in?
• Who is your key user?
• What is the regulatory body that has oversight on your industry?
• What stage are you in?
• Who are the key players?
• What are the metrics for success?
• What does the future hold?

22. The future of operating in these industries
• Consumer trends slide into the enterprise
• Bots will help you operate at scale with compliance
• Storage of large amounts of historical data will help inform
product decisions
• Regulators will bank on direction, not conflict
• Algorithms will decide the mundane in minutes

23. War stories
• Payments and Compliance – PCI compliance and a whole
host of other acronyms, what can you do?
• A brand new law of fundraising – What are the lessons
from the trench in being too early?
• Ads – Who can you target and who can you not?
• Demographics – Compliance, who is that?
• Payroll and accounting – What are some nightmares from
the field?
• Doing business across currencies – What can possibly go
wrong?

24. Q & A
“This presentation gave me clarity that
is rivaled only by 8 hours of sleep”
- We hope everyone ever after this presentation

25. Easter Egg
What connects the following?
-Arguably the worlds most famous PM
-An act that was made into a law in
2012
Submit your answers at http://sxsw.talkingshop.me/