The document outlines the role of a product manager, emphasizing their responsibilities as the 'CEO of the product' and their necessity to understand the market and competition deeply. It discusses various tools and strategies for creating differentiators in product management, such as the Blue Ocean Strategy, and emphasizes the importance of learning from failures through case studies like Musica.ly. Overall, it provides insights and frameworks essential for effective product management and execution in startups.

1. #PRODUCT MANAGEMENT
NIC - ISB- 17.10.17

2. WHO I AM
ZISHAN MOHAMMAD
Nationality Education
Experience
Product, Designer, Tech Entrepreneur and investor
@zimo80fr
linkedin.com/in/zi
zishanmohammad
@zimo80fr
linkedin.com/
@ZIMO80FR
HTTPS://ZISHANMOHAMMAD.WORDPRESS.COM/

3. WTF IS PRODUCT
MANAGEMENT

4. https://blog.intercom.com/mind-the-product-martin-eriksson/ 2016

5. A PRODUCT MANAGER HELPS THEIR
TEAM (AND COMPANY) SHIP THE RIGHT
PRODUCT TO THEIR USERS
Josh Elman, greylockpartners, 2015

6. Good product managers know the market, the product, the
product line and the competition extremely well and
operate from a strong basis of knowledge and
confidence. A good product manager is the CEO of the
product. A good product manager takes full responsibility
and measures themselves in terms of the success of the
product. They are responsible for right product/right time
and all that entails. A good product manager knows the
context going in (the company, our revenue funding,
competition, etc.), and they take responsibility for devising
and executing a winning plan (no excuses).
https://a16z.com/2012/06/15/good-product-managerbad-product-manager/ , Ben Horowitz, written in 1997

7. WHAT MAKES A GOOD GREAT PRODUCT
"FROM MEH TO AWESOME" SHIVA RAJARAMAN (YOUTUBE PM)
▸ celebrate small success
▸ break things, think opposite
▸ localised
▸ product -> platform
▸ put high bar to everything you do
▸ have a long horizon
https://www.youtube.com/watch?v=-TGeVR7FFho Shiva Rajaraman, 2014

8. KNOW WHAT TYPE OF PM YOU ARE
http://www.mckinsey.com/industries/high-tech/our-insights/product-managers-for-the-digital-world, McKinsey, 2017

9. KNOW WHAT TYPE OF PM YOU ARE
‣ You’re a CEO
‣ You’re a coach
‣ You’re an engineer/tech savvy
‣ You’re a janitor
‣ You’re a hammer
‣ You’re a router
‣ You’re a super user
‣ You’re creative
‣ You’re the product
https://medium.com/all-things-product-management/product-manager-you-are-664d83ee702e, Mat Balez, 2014

10. OK, BUT HOW IT WORKS
IN MY START UP

12. EXECUTIONSTRATEGY

13. STRATEGY
PRODUCT

14. https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action , TED, 2013

15. https://youtu.be/UVwfQLsUQaY

16. GROUP EXERCICE

18. The Business Model Canvas
designed by: Strategyzer AG
The makers of Business Model Generation and Strategyzer
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
strategyzer.com
Revenue Streams
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
ChannelsKey Resources

19. GROUP EXERCICE

21. http://platformed.info/uber-network-effects/, uber network effect, platform revolution, 2014

26. ” THE CLEAREST WAY TO
MAKE A 10X IMPROVEMENT
IS TO INVENT SOMETHING
COMPLETELY NEW. ”
PETER THIEL, ZERO TO ONE

27. 2 million apps 2,8 million apps
Source: Apple WWDC, June 2016 Source: statistica, March 2017

28. 723 START UPS
https://profit.pakistantoday.com.pk/2017/02/25/6-out-of-723-startups-raised-funds-beyond-500000-report/ , Profit, Planet N, 2016,, plan9, 2017
$20 MILLIONS VC RAISED
created since 2010
in collab. with Plan9

29. CREATE 10X DIFFERENTIATOR
TOOLS: STRATEGY CANVAS - CONCEPT
https://www.blueoceanstrategy.com/tools/strategy-canvas/, blue ocean strategy, 2017

30. CREATE 10X DIFFERENTIATOR
TOOLS: STRATEGY CANVAS - IN PRACTICE
https://www.blueoceanstrategy.com/tools/strategy-canvas/, blue ocean strategy, 2017
Use Case: LEA, a video platform
for Telecom, Media and Tech firms
from Technicolor. http://bit.ly/2ilMQ37

31. CREATE 10X DIFFERENTIATOR
TOOLS: 4 ACTIONS FRAMEWORK - CONCEPT
https://www.blueoceanstrategy.com/tools/strategy-canvas/, blue ocean strategy, 2017

32. CREATE 10X DIFFERENTIATOR
TOOLS: 4 ACTIONS FRAMEWORK - IN PRACTICE
https://www.blueoceanstrategy.com/tools/strategy-canvas/, blue ocean strategy, 2017
Use Case: LEA, a video platform
for Telecom, Media and Tech firms
from Technicolor. http://bit.ly/2ilMQ37

33. DEMO
HTTPS://YOUTU.BE/SLWRXUXX-40

34. USE CASE: TRAVEL TECH
HTTPS://VIMEO.COM/181578129

35. USE CASE: AUDIO STREAMING
HTTP://BIT.LY/2GUMUMU

37. http://uxtimeline.com/airbnb.html
2007
2017
IT IS OK IF YOUR FIRST PRODUCT IS NOT PIXEL
PERFECT, THE MOST IMPORTANT IS TO FIND THE
RIGHT THING TO TO, YOUR SWEET SPOT

38. EXECUTION
PRODUCT

39. The lean start up, Eric Ries, 2014
LEARN
BUILDMEASURE

40. PRODUCT MANAGEMENT - EXECUTION STAGES
TEST
RELEASE
LEARN
BUILDMEASURE
PRODUCT REQUIREMENT DOCUMENT
WIRE FRAMING + MOCKUPS
TECHNICAL DESIGN DOCUMENT
PROBLEM DISCOVERY
USER VALIDATION

43. BUSINESS CASE
MUSICA.LY INSIGHTS (ALEX ZHU, CO-FOUNDER AND CO-CEO )
‣ Started as an eduction app, idea was to present short educational videos,
combining Twitter and courser
‣ failure: learnings
1. UGC content must be light
2. against human nature
3. young people (time, creative…)
‣ Growth hacks
‣ App SEO (longer tittle got better position in appstores/google play)
‣ utility first, community second, monetisation after (fun -> fame -> fortune)
https://www.youtube.com/watch?v=wTyg2E44pBA, Alex Zhu #ProductSF, Greyloclventure, 2016

44. BUSINESS CASE
MUSICA.LY INSIGHTS
‣ How musicaly has built community first place
‣ building app community is like building a land/economy concept
‣ leveraging existing social media (fb…) for network effect
‣ Pivot after 1,5 years, change the value prop from video music
creation to lip-synch -> got off the ground (core value concept)
‣ keep a constant conversation with 100 US teenagers through
wechat
‣ musica.ly is based in Shanghai, leverage local US culture, US trained
workforce
https://www.youtube.com/watch?v=wTyg2E44pBA, Alex Zhu #ProductSF, Greyloclventure, 2016

45. BUILD

46. BUILD
LANDING PAGE

47. BUILD
MOBILE APPS

48. TEST

49. TEST
MEASURE
The lean analytics,, 2014

50. TEST
QUANTITATIVE - WHAT

51. TEST
QULITATIVE - WHY

52. BACKLOG

53. LEA roadmap features
LEA Release 1.3:
• Smart nPVR*
• Smart notifications
• PS4
• Xbox One
LEA Release 1.2:
• LEA Android N
• Personalized Video ads insertion Ondemand (Catch
up and VOD)*
• Personalized Video ads insertion on Live TV*
• Retargeting Ads support*
• Netflix meta-data integration
• Voice Search & Command *
• Appstore *
LEA Release 1.1:
• Tablet iOS & Android
• Smartphone iOS & Android
• nPVR*
• Video Ads- xroll*
• Content Enrichment
• Advanced analytics (Marketing, Operation,
Financial)
*Important Note: partner features that are integrated into LEA
Disclaimer: Roadmap subject to change, Technicolor reserves the right to change the roadmap at anytime.
LEA 1.0:
• LEA on Android L (TV and OSP)
• Unified Player (Live/VOD)
• Meta- data aggregation*
• Recommendation*
• Universal Search (Video content)
• VOD ingest
• Authenticate SSO
• Admin portal back office
• Editorial Rule
• UI full branding
• Offer mgt connector (offer and purchase flow)
• Data Analytics Collector
• VOD merchandiser integration
• Purchase integration
• OSS/BSS/CRM integration
• Audience Analytics integration
• 3rd party apps in Launcher
• Parental Control
Use Case: LEA, a video platform
for Telecom, Media and Tech firms
from Technicolor. http://bit.ly/2ilMQ37

54. BACKLOG
PRODUCT FUNCTIONALITY SELECTION PROCESS
ICEBOX BACKLOG SPRINTROADMAP
Uncertain Certain
low value high value
PRIORITY SCORE = CUSTOMER VALUE X COMPLEXITY X TIME X COST

55. Q&A

56. @ZIMO80FR
HTTPS://ZISHANMOHAMMAD.WORDPRESS.COM/
@zimo80fr
linkedin.com/in/zimohammad
zishanmohammad.wordpress.c
@zimo80fr
linkedin.com/in/zimohammad
zishanmohammad.wordpress.com