SlideShare a Scribd company logo
Product Management
workshop
Harshit Kumar
Representing:
Me, Myself & I
• P
3 broad buckets
• Defining a product opportunity and building a new product
• Adding features to existing product
• Improving existing features
Defining a Product Opportunity2
4
Customer
Problem
Technology
Solution
Company
Capabilities
An unmet/underserved customer
need or unsatisfactory current
customer situation that is relatively
widespread
Technology or product
innovation that can address
the customer problem better
than available alternatives
Ability to develop,
deliver and sustain a
differentiated
solution in a
profitable manner
Opportunities are an
intersection of a customer
problem, a viable solution
and an addressable
market
Definition of Discovery2
• Discovery is the process of discovering and defining a high-opportunity
Customer Problem, the Persona who has that problem and a
Minimum Viable Product that can address the customer problem.
• Definitions:
• High-opportunity problems are important ‘jobs’ with low satisfaction
• Users are people whose problem is solved (defined via Personas)
• Customers are people/organizations who buy the product
• Customers may be same or different from Users
• If they are different, you need to solve both Customer and User problems
• Minimum Viable Product is the bare bones set of requirements that the
product must have in order to solve the core customer problem
5
Approaches to Discovering Opportunities
• Introspection and intuition
• Customer observation and pain points
• Salesforce and partner feedback
• Data analysis (usage, sales, social data, market research data, etc.)
• Competitive analysis
• Market analysis
6
Understanding customer problem
Opportunity: for an elevator
• # floors?
• Commercial or residential?
• Area, foot fall
Sharing your suitcase
• Mobile app?
• B2C
• How will get inputs from customers?
• Regulations?
• Uberpool?
“Think-Make-Check” iteration2
Think: Discovery Hypothesis2
• Hypothesized Customer Problem: We believe that people like (customer
type/ persona) have a need for (or problem doing) (need/ action/
behavior).
• Proposed Solution: We believe that there is an opportunity to create a
(product/solution) that will solve this problem by doing
(functionality/benefits).
• Hypotheses: To discover if we can build a solution that customers really
will want and pay for, we need to know:
• H1
• H2
• H3 (etc.)
Example: Caltrain Mobile App2
Customer Problem: Caltrain is the local train that runs from San Jose to San Francisco.
Riders include daily commuters and occasional train riders. Occasional riders
experience a number of problems. They don’t know how to buy tickets, they don’t
know how to pay for parking, they don’t know which platform to stand on. They don’t
know how to tell what stop they are at or when and where to get off the train. We
believe that if Caltrain tackled some of these problems, they might convert more of
these occasional riders into daily commuters, growing their ridership.
Proposed Solution: We believe that there is an opportunity to build a Caltrain mobile
app that will address some of these usability problems. The app would walk the
occasional train rider through each step of the process of riding the train, starting with
where to park, how to buy a ticket, updates on when the next train is coming, updates
on where you currently are relative to where you want to get off the train. We believe
that Caltrain will pay us $10,000 to build the app and a 5% commission on incremental
bookings made by occasional riders.
Hypotheses underlying the idea:
• H1: Occasional train riders will download a Caltrain mobile app before they ride the train.
• H2: The problems that occasional train riders experience are big enough that they will
remember to use the app they downloaded earlier to help solve their problems.
• H3: The desire to ride the train is great enough that if occasional train riders had help they
would ride the train more frequently.
• H4: Caltrain will be willing to pay for app development as well as a commission on incremental
ticket sales.
IRCTC having flight booking
• I/we believe [target market] will [do this action / use this
solution] for [this reason]
• I believe that people booking train ticket will book flight since they
are not able to get a train ticket. What’s wrong?
• What MVP will you build to test your hypothesis?
• Post launch: How will we measure success of this product?
10 Questions for Product Opportunity Assessment*
1. Exactly what problem will this solve? (value proposition; 4Ps, 5Cs?)
2. For whom do we solve that problem? (target market: remember STP?)
3. How big is the opportunity? (market size)
4. What alternatives are out there? (competitive landscape)
5. Why are we best suited to pursue this? (our differentiator)
6. Why now? (market window)
7. How will we get this product to market? (go-to-market strategy)
8. How will we measure success/make money from this product?
(metrics/revenue strategy)
9. What factors are critical to success? (solution requirements)
10. Given the above, what’s the recommendation? (go or no-go)
14* Marty Cagan, “Assessing Product Opportunities”, *http://www.svpg.com/assessing-product-opportunities/
Think: Jobs-to-be-done
"Most companies segment their markets by customer
demographics or product characteristics and
differentiate their offerings by adding features and
functions. But the consumer has a different view of the
marketplace. He simply has a job to be done and is
seeking to 'hire' the best product or service to do it.”
Example: Gaana.com
• JTBD: Organize and manage music for personal use
• Related emotional job is to organize and manage
music in a way that feels good
• A related emotional/social job is to share songs with
friends.
• Related jobs might be to download songs from the
Internet, make playlists, discard unwanted songs,
and pass the time.
Make
• Personas are fictional
characters represent the
different user types that
might use your product in a
similar way
• User story/flow
• Wireframes
Check: Analytics
• Segmentation is about
grouping together people
by a common characteristic
• A funnel is made up of the
measurement of the key
event at each step of the
flow or user journey
• Cohort analysis: how users’
behaviour changes over
time
• Metrics
• A/B testing
How would you make IRCTC better?
• What do you mean by better?
• User experience
• What are the current problems?
• No right or wrong answer but avoid faux paus
• Allowing people to choose seat like a plane with Age/Gender displayed on each
booked seat
• How can IRCTC make more money?
18
Uber having “ride later” option
• What is the customer problem you are trying to solve?
• What is your target segment?
• What is competition doing?
• What are the operational challenges?
19
Bright Wheel
Defining the Minimum Viable Product (MVP)
21
“The minimum viable product (MVP) is that product which has
just those features (and no more) that allows you to ship a
product that resonates with early adopters; some of whom will
pay you money or give you feedback”1
1. Eric Ries, “Startup Lessons Learned” (blog), 3/23/09,
http://www.startuplessonslearned.com/2009/03/minimum-viable-product.html
Developing the MVP is a strategy targeted at avoiding building products that
customers do not want, that seeks to maximize the information learned about the
customer per dollar spent. "The minimum viable product is that version of a new
product which allows a team to collect the maximum amount of validated learning
about customers with the least effort."
Breaking Down the MVP Definition2
• Minimum: There are usually just one or two core problems that
products need to solve.
• The iPod lets you store a bunch of your music and play it on the go
• Facebook lets you find friends and share information with them
• eBay lets you sell used stuff or buy used stuff
• Viable: Two questions to ask -
• Will people use it?
• Will someone pay for it?
• Product: Any artifact such as:
• A commercial product
• A service
• An entire business
22
Dropbox MVP
23
Dropbox
• Biggest risk: making something no one wants
• Not launching -> painful, but not learning -> fatal
• Put something in user hands (doesn’t have to be code) and get real feedback
ASAP
• Know where your target audience hangs out and speak to them
• 1M users in 7 months, 4M in another 15 months
• Went viral:
• 35% from referrals: 2-sided incentives
24
Examples of MVPs2
• Dropbox – The founders of Dropbox, started with a 3
minute video for their MVP. It looks like a normal product
demonstration. And that’s all it is. There is no code. When
they released the video online, however, their waiting list
went from 5,000 people to 75,000 overnight!
• Foursquare – Collects customer feedback using Google
Docs. Nobody has to maintain code.
• Virgin Air – Virgin Air used only one plane and one route to
test their hypothesis. As they worked out the kinks in their
strategy they started adding more planes and routes.
• Groupon – It started out as a simple WordPress blog with a
widget that used AppleScript to send PDFs coupons via
Mail.app.
25
Typical PM interviews
• Behavioral questions/PM role questions
• What excites you about PM role?
• Product Case study questions
• Test of structured thinking
• Favorite product: Why? What will you improve in that?
• Build a new product to solve a problem
• Add a new feature in existing product
• Uber for senior citizens
• Mobile app for restaurant chain
• Enter a new market for an existing product
• Guesstimate questions
• Estimate the number of autos near IIM
• How much money does Google make form Gmail?
• Analytical skills
• Making sense out of huge data
• Given the Google search terms for a certain period
PM Case questions approach
• Ask Clarifying Questions & scope the problem
• Remember, there is no point continuing with an answer if you haven’t fully grasped the
situation
• Communicate Your Answer Outline
• There is nothing worse for an interviewer than trying to follow a candidate’s unstructured
train of thought when responding to a product question
• Identify the Users / Customers and their Use Cases
• Although you might have lightly touched upon this while asking some clarifying questions,
this step is crucial to locking down exactly who the product’s customers and users are and
their use cases.
• Identify Gaps in the Use Cases
• Start thinking about how current products/solutions in the market address these use cases
and whether or not there are any gaps or room for improvement
• Brainstorm Features / Improvements
• Prioritize and Identify Trade-offs
• Based on the most important variable
• Summarize your Recommendation
27
More case questions
• Amazon wants to do drone delivery in India. How would you go about doing that?
• How much money does gmail make for Google?
• How will you launch a credit card loyalty program in India? (Fin)
• How would you make mobile app for tracking weight and calorie consumption?
• How would you design a mobile app to find a good & reliable maid or cook or
drive?
• Flipkart wants to add 2 hours delivery service in India. How would you approach
that?
• You are HUL what product will you build to counter Patanjali products? (FMCG)
• How will you compete with Jio’s product offering? (Telecom)
• How can Maggi rebuild its brand in India, new product launch? (FMCG)
• What is your favorite product? Why do you like it? What one feature will you add
to it and why?
28
Getting ready
IT
• Your resume should showcase experience: product, analytics & domain
• IT services people: If they have worked on product for a client or domain expertise
• Technical: prep on things on your resume: architecture,
Non-IT
• Resume should show domain expertise and some product experience
IT/Non-IT
• Read a lot of stuff
• Techcrunch, Quora, ET, Podcasts: TechNews
• Write a blog atleast once a month
• Sharpen product thinking, Play with products, form opinions
• Apps, websites
• Observe UX
• Products you liked, disliked
• Build on domain
• Keep facts in memory
• Revenues, # downloads
• Discuss, debate, share thoughts with peers
29
MBA Courses that can help
• Marketing
• 4P, 5Cs, STP, Laddering
• B2B marketing
• Brand management
• Marketing research
• Surveys, Segmentation etc.
• UX/Design, Design thinking
• Business analytics
• Regression, Factor analysis etc.
• New product development or Product management
• Ideation to GTM
• Finance
• NPV, projections
• Some strategy
• Competition, M&A, GTM/Market-entry
Resources
• Books:
• Product management handbook
• Cracking PM interview
• Product management desk reference
• Lean start-up: Eric Ries
• Lean analytics
• UX for Lean Startups
• Inspired: How To Create Products Customers Love
• Videos
• The Art of Product Management with Sachin Rekhi, Wharton
https://www.youtube.com/watch?v=huTSPanUlQM
• 16 Killer videos on Product Mgmt. essentials
• https://userbrain.net/blog/12-killer-product-management-videos
• Design thinking by Tim Brown, IDEO
• https://www.youtube.com/watch?v=U-hzefHdAMk&t=152s
• Product school
• https://www.productschool.com/blog/product-management-2/interview/the-ultimate-list-product-manager-interview-questions/
• Others
• KPIs for apps
• Guestimate Q’s
31
More Online resources
• www.productmanagerhq.com
• The Top 12 Product Management Mistakes
• The Product Manager’s Essential Reading List of 2016
• The Famous PM Reading List on Medium
• The Past and Future of Product Management
• http://www.crackingthepminterview.com/
• The Art of Product Management (author Jackie Bavaro’s blog)
• What distinguishes the top 1% of product manager’s from the top 10%?
• Good Product Manager, Bad Product Manager (Ben Horowitz)
• How to Hire a Product Manager (Ken Norton)
• The Art of Decision Making as a Product Manager (Sachin Rekhi)
• 3 Reasons Better Products Don’t Always Win (Sachin Rekhi)
• What I Look For in a Product Manager (David Lifson)
• Be a Great Product Leader (Adam Nash)
• Getting Hired: How to Get a Job in Product Management
• The Product Manager Handbook (Carl Shan, Brittany Cheng)
• The Art of Delivery (Ibrahim Bashir)
• The PM Interview (Raphael Korach)
32
References
• 1: Book: Product management desk reference, Cracking PM interview
• 2: Lecture Notes from Prof. Mohan Sawhney, Kellogs
33
IT PM sample jobs from iimjobs.com
(links might expire)
• PM: Paytm
• PM: Amazon
• PM: Cisco
• PM: AMEX
• PM: Intuit
• PM: Cardekho.com
• PM: Jabong
• PM: Limeroad
• PM: Digital roadmap for Genpact
• PM: Digital business for ABP group
• PM: Banking & Digital payments for Tally
Non-IT PM sample jobs from iimjobs.com
(links might expire)
• PM: General insurance
• PM: Building material industry
• PM: Healthcare
• PM: Home loans & mortgage
• PM: Pharma
• PM: Glass MNC
• PM: Car retail finance
• PM: Equipment manufacturing
• PM: Fintech
• PM: BFSI, MF
• Oral Spray
• https://youtu.be/dwKAJbTePEo?t=192
36

More Related Content

What's hot

Lecture 3 customer segments 120411
Lecture 3 customer segments 120411Lecture 3 customer segments 120411
Lecture 3 customer segments 120411
Stanford University
 
Lean UX Secrets: Engage & Delight in a Digital World (Digital Summit Atlanta)
Lean UX Secrets: Engage & Delight in a Digital World (Digital Summit Atlanta)Lean UX Secrets: Engage & Delight in a Digital World (Digital Summit Atlanta)
Lean UX Secrets: Engage & Delight in a Digital World (Digital Summit Atlanta)
Sarah Weise
 
Usability: whats the use? Presented by We are Sigma and PRWD
Usability: whats the use? Presented by We are Sigma and PRWDUsability: whats the use? Presented by We are Sigma and PRWD
Usability: whats the use? Presented by We are Sigma and PRWD
Nexer Digital
 
Emily ingebricscon UX Writer Portfolio
Emily ingebricscon UX Writer PortfolioEmily ingebricscon UX Writer Portfolio
Emily ingebricscon UX Writer Portfolio
Emily Ingebricson
 
User vs data - How to make Product Decision
User vs data - How to make Product DecisionUser vs data - How to make Product Decision
User vs data - How to make Product Decision
Prashant Mahajan
 
Express Usability: Conduct Usability in 40 Hours or Less (Sarah Weise)
Express Usability: Conduct Usability in 40 Hours or Less (Sarah Weise)Express Usability: Conduct Usability in 40 Hours or Less (Sarah Weise)
Express Usability: Conduct Usability in 40 Hours or Less (Sarah Weise)
Sarah Weise
 
Validation and pivoting lauren
Validation and pivoting   laurenValidation and pivoting   lauren
Validation and pivoting lauren
Lama K Banna
 
Defining and building the MVP
Defining and building the MVPDefining and building the MVP
Defining and building the MVP
Elaine Chen
 
Product definition templates
Product definition templatesProduct definition templates
Product definition templates
Elaine Chen
 
How to make data science products
How to make data science productsHow to make data science products
How to make data science products
Prashant Mahajan
 
Apps for good - Review It
Apps for good - Review ItApps for good - Review It
Apps for good - Review It
Fozzyfoster
 
Lean Startup + Story Mapping = Awesome Products Faster
Lean Startup + Story Mapping = Awesome Products FasterLean Startup + Story Mapping = Awesome Products Faster
Lean Startup + Story Mapping = Awesome Products Faster
Brad Swanson
 
Howie Schwartz at TA Tech 2016: Mobile Is Ruining Your Candidate's First Impr...
Howie Schwartz at TA Tech 2016: Mobile Is Ruining Your Candidate's First Impr...Howie Schwartz at TA Tech 2016: Mobile Is Ruining Your Candidate's First Impr...
Howie Schwartz at TA Tech 2016: Mobile Is Ruining Your Candidate's First Impr...
Crowded, Inc.
 
Business model vs impact model
Business model vs impact modelBusiness model vs impact model
Business model vs impact model
Hendry Hartono
 
Why the Way You Collect the Voice of the Customer Matters
Why the Way You Collect the Voice of the Customer MattersWhy the Way You Collect the Voice of the Customer Matters
Why the Way You Collect the Voice of the Customer Matters
Jose Briones
 
User Testing for Product Managers - LIVE
User Testing for Product Managers - LIVEUser Testing for Product Managers - LIVE
User Testing for Product Managers - LIVE
Jon White
 
Android Business Essentials
Android Business EssentialsAndroid Business Essentials
Android Business Essentials
Nathan Mellor
 

What's hot (17)

Lecture 3 customer segments 120411
Lecture 3 customer segments 120411Lecture 3 customer segments 120411
Lecture 3 customer segments 120411
 
Lean UX Secrets: Engage & Delight in a Digital World (Digital Summit Atlanta)
Lean UX Secrets: Engage & Delight in a Digital World (Digital Summit Atlanta)Lean UX Secrets: Engage & Delight in a Digital World (Digital Summit Atlanta)
Lean UX Secrets: Engage & Delight in a Digital World (Digital Summit Atlanta)
 
Usability: whats the use? Presented by We are Sigma and PRWD
Usability: whats the use? Presented by We are Sigma and PRWDUsability: whats the use? Presented by We are Sigma and PRWD
Usability: whats the use? Presented by We are Sigma and PRWD
 
Emily ingebricscon UX Writer Portfolio
Emily ingebricscon UX Writer PortfolioEmily ingebricscon UX Writer Portfolio
Emily ingebricscon UX Writer Portfolio
 
User vs data - How to make Product Decision
User vs data - How to make Product DecisionUser vs data - How to make Product Decision
User vs data - How to make Product Decision
 
Express Usability: Conduct Usability in 40 Hours or Less (Sarah Weise)
Express Usability: Conduct Usability in 40 Hours or Less (Sarah Weise)Express Usability: Conduct Usability in 40 Hours or Less (Sarah Weise)
Express Usability: Conduct Usability in 40 Hours or Less (Sarah Weise)
 
Validation and pivoting lauren
Validation and pivoting   laurenValidation and pivoting   lauren
Validation and pivoting lauren
 
Defining and building the MVP
Defining and building the MVPDefining and building the MVP
Defining and building the MVP
 
Product definition templates
Product definition templatesProduct definition templates
Product definition templates
 
How to make data science products
How to make data science productsHow to make data science products
How to make data science products
 
Apps for good - Review It
Apps for good - Review ItApps for good - Review It
Apps for good - Review It
 
Lean Startup + Story Mapping = Awesome Products Faster
Lean Startup + Story Mapping = Awesome Products FasterLean Startup + Story Mapping = Awesome Products Faster
Lean Startup + Story Mapping = Awesome Products Faster
 
Howie Schwartz at TA Tech 2016: Mobile Is Ruining Your Candidate's First Impr...
Howie Schwartz at TA Tech 2016: Mobile Is Ruining Your Candidate's First Impr...Howie Schwartz at TA Tech 2016: Mobile Is Ruining Your Candidate's First Impr...
Howie Schwartz at TA Tech 2016: Mobile Is Ruining Your Candidate's First Impr...
 
Business model vs impact model
Business model vs impact modelBusiness model vs impact model
Business model vs impact model
 
Why the Way You Collect the Voice of the Customer Matters
Why the Way You Collect the Voice of the Customer MattersWhy the Way You Collect the Voice of the Customer Matters
Why the Way You Collect the Voice of the Customer Matters
 
User Testing for Product Managers - LIVE
User Testing for Product Managers - LIVEUser Testing for Product Managers - LIVE
User Testing for Product Managers - LIVE
 
Android Business Essentials
Android Business EssentialsAndroid Business Essentials
Android Business Essentials
 

Similar to PM workshop

Product Management workshop
Product Management workshopProduct Management workshop
Product Management workshop
SupportGCI
 
PM workshop
PM workshopPM workshop
PM workshop
SupportGCI
 
MVP: Minimum Viable Product vs. Maximum Value Product
MVP:  Minimum Viable Product vs. Maximum Value ProductMVP:  Minimum Viable Product vs. Maximum Value Product
MVP: Minimum Viable Product vs. Maximum Value Product
Liquid Reality
 
Making Money with Technology
Making Money with TechnologyMaking Money with Technology
Making Money with Technology
Kasun Kodagoda
 
Quick Left - Lean MVP Deck
Quick Left - Lean MVP DeckQuick Left - Lean MVP Deck
Quick Left - Lean MVP Deck
James Kenly
 
Market and competitor research
Market and competitor researchMarket and competitor research
Market and competitor research
Sohaib Thiab
 
What Is Innovation — Really?
What Is Innovation — Really?What Is Innovation — Really?
What Is Innovation — Really?
Michael Costanzo
 
Workshop lean startup (Open workshop)
Workshop lean startup (Open workshop)Workshop lean startup (Open workshop)
Workshop lean startup (Open workshop)
Avatech Accelerator
 
How to leverage your work with a Product Mindset - Mark Opanasiuk.pdf
How to leverage your work with a Product Mindset - Mark Opanasiuk.pdfHow to leverage your work with a Product Mindset - Mark Opanasiuk.pdf
How to leverage your work with a Product Mindset - Mark Opanasiuk.pdf
Mark Opanasiuk
 
Mobile Apps for Businesses
Mobile Apps for BusinessesMobile Apps for Businesses
Mobile Apps for Businesses
Carl Brown
 
04 - Perancangan Aplikasi Mobile (Hanifah M Azzahra)
 04 - Perancangan Aplikasi Mobile (Hanifah M Azzahra) 04 - Perancangan Aplikasi Mobile (Hanifah M Azzahra)
04 - Perancangan Aplikasi Mobile (Hanifah M Azzahra)
Lab Mobile Filkom UB
 
Mob4hire user feedback techniques for SEE 2009
Mob4hire user feedback techniques for SEE 2009Mob4hire user feedback techniques for SEE 2009
Mob4hire user feedback techniques for SEE 2009
John Carpenter
 
"Insta Vote", LIVE Voting Application
"Insta Vote", LIVE Voting Application"Insta Vote", LIVE Voting Application
"Insta Vote", LIVE Voting Application
Shantanu Pandey
 
Whats my MVP?
Whats my MVP?Whats my MVP?
Whats my MVP?
Ardita Karaj
 
How to Do Better Market Research
How to Do Better Market ResearchHow to Do Better Market Research
How to Do Better Market Research
Kissmetrics on SlideShare
 
Building a UX Research Program
Building a UX Research ProgramBuilding a UX Research Program
Building a UX Research Program
Kelley Howell
 
Aligning Product Strategy with Customer Feature Requests
Aligning Product Strategy with Customer Feature RequestsAligning Product Strategy with Customer Feature Requests
Aligning Product Strategy with Customer Feature Requests
ProductPlan
 
How to Validate Your Digital Product
How to Validate Your Digital ProductHow to Validate Your Digital Product
How to Validate Your Digital Product
Koombea
 
Presentation Slides - Training on Business Development - Mr. Sohan Babu Khatri
Presentation Slides - Training on Business Development - Mr. Sohan Babu KhatriPresentation Slides - Training on Business Development - Mr. Sohan Babu Khatri
Presentation Slides - Training on Business Development - Mr. Sohan Babu Khatri
MobileNepal
 
Android Apps For Profit Nov 2014
Android Apps For Profit Nov 2014Android Apps For Profit Nov 2014
Android Apps For Profit Nov 2014
Nathan Mellor
 

Similar to PM workshop (20)

Product Management workshop
Product Management workshopProduct Management workshop
Product Management workshop
 
PM workshop
PM workshopPM workshop
PM workshop
 
MVP: Minimum Viable Product vs. Maximum Value Product
MVP:  Minimum Viable Product vs. Maximum Value ProductMVP:  Minimum Viable Product vs. Maximum Value Product
MVP: Minimum Viable Product vs. Maximum Value Product
 
Making Money with Technology
Making Money with TechnologyMaking Money with Technology
Making Money with Technology
 
Quick Left - Lean MVP Deck
Quick Left - Lean MVP DeckQuick Left - Lean MVP Deck
Quick Left - Lean MVP Deck
 
Market and competitor research
Market and competitor researchMarket and competitor research
Market and competitor research
 
What Is Innovation — Really?
What Is Innovation — Really?What Is Innovation — Really?
What Is Innovation — Really?
 
Workshop lean startup (Open workshop)
Workshop lean startup (Open workshop)Workshop lean startup (Open workshop)
Workshop lean startup (Open workshop)
 
How to leverage your work with a Product Mindset - Mark Opanasiuk.pdf
How to leverage your work with a Product Mindset - Mark Opanasiuk.pdfHow to leverage your work with a Product Mindset - Mark Opanasiuk.pdf
How to leverage your work with a Product Mindset - Mark Opanasiuk.pdf
 
Mobile Apps for Businesses
Mobile Apps for BusinessesMobile Apps for Businesses
Mobile Apps for Businesses
 
04 - Perancangan Aplikasi Mobile (Hanifah M Azzahra)
 04 - Perancangan Aplikasi Mobile (Hanifah M Azzahra) 04 - Perancangan Aplikasi Mobile (Hanifah M Azzahra)
04 - Perancangan Aplikasi Mobile (Hanifah M Azzahra)
 
Mob4hire user feedback techniques for SEE 2009
Mob4hire user feedback techniques for SEE 2009Mob4hire user feedback techniques for SEE 2009
Mob4hire user feedback techniques for SEE 2009
 
"Insta Vote", LIVE Voting Application
"Insta Vote", LIVE Voting Application"Insta Vote", LIVE Voting Application
"Insta Vote", LIVE Voting Application
 
Whats my MVP?
Whats my MVP?Whats my MVP?
Whats my MVP?
 
How to Do Better Market Research
How to Do Better Market ResearchHow to Do Better Market Research
How to Do Better Market Research
 
Building a UX Research Program
Building a UX Research ProgramBuilding a UX Research Program
Building a UX Research Program
 
Aligning Product Strategy with Customer Feature Requests
Aligning Product Strategy with Customer Feature RequestsAligning Product Strategy with Customer Feature Requests
Aligning Product Strategy with Customer Feature Requests
 
How to Validate Your Digital Product
How to Validate Your Digital ProductHow to Validate Your Digital Product
How to Validate Your Digital Product
 
Presentation Slides - Training on Business Development - Mr. Sohan Babu Khatri
Presentation Slides - Training on Business Development - Mr. Sohan Babu KhatriPresentation Slides - Training on Business Development - Mr. Sohan Babu Khatri
Presentation Slides - Training on Business Development - Mr. Sohan Babu Khatri
 
Android Apps For Profit Nov 2014
Android Apps For Profit Nov 2014Android Apps For Profit Nov 2014
Android Apps For Profit Nov 2014
 

More from SupportGCI

Career Strategy Session IIMU GSCM
Career Strategy Session IIMU GSCMCareer Strategy Session IIMU GSCM
Career Strategy Session IIMU GSCM
SupportGCI
 
PM-workshop-XLRI-Deepkumar.pdf
PM-workshop-XLRI-Deepkumar.pdfPM-workshop-XLRI-Deepkumar.pdf
PM-workshop-XLRI-Deepkumar.pdf
SupportGCI
 
JD Specific Session
JD Specific SessionJD Specific Session
JD Specific Session
SupportGCI
 
Interview Preparation
Interview PreparationInterview Preparation
Interview Preparation
SupportGCI
 
GD Session
GD SessionGD Session
GD Session
SupportGCI
 
Product Management Resume session
Product Management Resume sessionProduct Management Resume session
Product Management Resume session
SupportGCI
 
Variant Resume
Variant ResumeVariant Resume
Variant Resume
SupportGCI
 
Case BITSoM
Case BITSoMCase BITSoM
Case BITSoM
SupportGCI
 
Career Conversation Technology Consulting
Career Conversation Technology ConsultingCareer Conversation Technology Consulting
Career Conversation Technology Consulting
SupportGCI
 
Management Consulting
Management ConsultingManagement Consulting
Management Consulting
SupportGCI
 
GoCrackIt Video Resumes
GoCrackIt Video ResumesGoCrackIt Video Resumes
GoCrackIt Video Resumes
SupportGCI
 
Case study
Case studyCase study
Case study
SupportGCI
 
Company Analysis
Company AnalysisCompany Analysis
Company Analysis
SupportGCI
 
Industry Analysis
Industry AnalysisIndustry Analysis
Industry Analysis
SupportGCI
 
Case Analysis
Case AnalysisCase Analysis
Case Analysis
SupportGCI
 
Understanding Summer Internship Roles
Understanding Summer Internship RolesUnderstanding Summer Internship Roles
Understanding Summer Internship Roles
SupportGCI
 
Interview Best Practices
Interview Best PracticesInterview Best Practices
Interview Best Practices
SupportGCI
 
GD Best Practices
GD Best PracticesGD Best Practices
GD Best Practices
SupportGCI
 
Resume BestPractices
Resume BestPracticesResume BestPractices
Resume BestPractices
SupportGCI
 
Interview Preparation
Interview PreparationInterview Preparation
Interview Preparation
SupportGCI
 

More from SupportGCI (20)

Career Strategy Session IIMU GSCM
Career Strategy Session IIMU GSCMCareer Strategy Session IIMU GSCM
Career Strategy Session IIMU GSCM
 
PM-workshop-XLRI-Deepkumar.pdf
PM-workshop-XLRI-Deepkumar.pdfPM-workshop-XLRI-Deepkumar.pdf
PM-workshop-XLRI-Deepkumar.pdf
 
JD Specific Session
JD Specific SessionJD Specific Session
JD Specific Session
 
Interview Preparation
Interview PreparationInterview Preparation
Interview Preparation
 
GD Session
GD SessionGD Session
GD Session
 
Product Management Resume session
Product Management Resume sessionProduct Management Resume session
Product Management Resume session
 
Variant Resume
Variant ResumeVariant Resume
Variant Resume
 
Case BITSoM
Case BITSoMCase BITSoM
Case BITSoM
 
Career Conversation Technology Consulting
Career Conversation Technology ConsultingCareer Conversation Technology Consulting
Career Conversation Technology Consulting
 
Management Consulting
Management ConsultingManagement Consulting
Management Consulting
 
GoCrackIt Video Resumes
GoCrackIt Video ResumesGoCrackIt Video Resumes
GoCrackIt Video Resumes
 
Case study
Case studyCase study
Case study
 
Company Analysis
Company AnalysisCompany Analysis
Company Analysis
 
Industry Analysis
Industry AnalysisIndustry Analysis
Industry Analysis
 
Case Analysis
Case AnalysisCase Analysis
Case Analysis
 
Understanding Summer Internship Roles
Understanding Summer Internship RolesUnderstanding Summer Internship Roles
Understanding Summer Internship Roles
 
Interview Best Practices
Interview Best PracticesInterview Best Practices
Interview Best Practices
 
GD Best Practices
GD Best PracticesGD Best Practices
GD Best Practices
 
Resume BestPractices
Resume BestPracticesResume BestPractices
Resume BestPractices
 
Interview Preparation
Interview PreparationInterview Preparation
Interview Preparation
 

Recently uploaded

The Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb PlatformThe Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb Platform
SabaaSudozai
 
Digital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on SustainabilityDigital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on Sustainability
sssourabhsharma
 
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Kalyan Satta Matka Guessing Matka Result Main Bazar chart
 
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
Stephen Cashman
 
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your TasteZodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
my Pandit
 
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
SOFTTECHHUB
 
Best practices for project execution and delivery
Best practices for project execution and deliveryBest practices for project execution and delivery
Best practices for project execution and delivery
CLIVE MINCHIN
 
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
my Pandit
 
Building Your Employer Brand with Social Media
Building Your Employer Brand with Social MediaBuilding Your Employer Brand with Social Media
Building Your Employer Brand with Social Media
LuanWise
 
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
Lacey Max
 
Innovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & InnovationInnovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & Innovation
Operational Excellence Consulting
 
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...
my Pandit
 
How MJ Global Leads the Packaging Industry.pdf
How MJ Global Leads the Packaging Industry.pdfHow MJ Global Leads the Packaging Industry.pdf
How MJ Global Leads the Packaging Industry.pdf
MJ Global
 
Part 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 SlowdownPart 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 Slowdown
jeffkluth1
 
Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)
Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)
Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)
Lviv Startup Club
 
Easily Verify Compliance and Security with Binance KYC
Easily Verify Compliance and Security with Binance KYCEasily Verify Compliance and Security with Binance KYC
Easily Verify Compliance and Security with Binance KYC
Any kyc Account
 
Chapter 7 Final business management sciences .ppt
Chapter 7 Final business management sciences .pptChapter 7 Final business management sciences .ppt
Chapter 7 Final business management sciences .ppt
ssuser567e2d
 
DearbornMusic-KatherineJasperFullSailUni
DearbornMusic-KatherineJasperFullSailUniDearbornMusic-KatherineJasperFullSailUni
DearbornMusic-KatherineJasperFullSailUni
katiejasper96
 
Understanding User Needs and Satisfying Them
Understanding User Needs and Satisfying ThemUnderstanding User Needs and Satisfying Them
Understanding User Needs and Satisfying Them
Aggregage
 
Authentically Social by Corey Perlman - EO Puerto Rico
Authentically Social by Corey Perlman - EO Puerto RicoAuthentically Social by Corey Perlman - EO Puerto Rico
Authentically Social by Corey Perlman - EO Puerto Rico
Corey Perlman, Social Media Speaker and Consultant
 

Recently uploaded (20)

The Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb PlatformThe Genesis of BriansClub.cm Famous Dark WEb Platform
The Genesis of BriansClub.cm Famous Dark WEb Platform
 
Digital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on SustainabilityDigital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on Sustainability
 
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
 
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
The Heart of Leadership_ How Emotional Intelligence Drives Business Success B...
 
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your TasteZodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
 
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
 
Best practices for project execution and delivery
Best practices for project execution and deliveryBest practices for project execution and delivery
Best practices for project execution and delivery
 
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
 
Building Your Employer Brand with Social Media
Building Your Employer Brand with Social MediaBuilding Your Employer Brand with Social Media
Building Your Employer Brand with Social Media
 
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
 
Innovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & InnovationInnovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & Innovation
 
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...
 
How MJ Global Leads the Packaging Industry.pdf
How MJ Global Leads the Packaging Industry.pdfHow MJ Global Leads the Packaging Industry.pdf
How MJ Global Leads the Packaging Industry.pdf
 
Part 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 SlowdownPart 2 Deep Dive: Navigating the 2024 Slowdown
Part 2 Deep Dive: Navigating the 2024 Slowdown
 
Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)
Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)
Maksym Vyshnivetskyi: PMO KPIs (UA) (#12)
 
Easily Verify Compliance and Security with Binance KYC
Easily Verify Compliance and Security with Binance KYCEasily Verify Compliance and Security with Binance KYC
Easily Verify Compliance and Security with Binance KYC
 
Chapter 7 Final business management sciences .ppt
Chapter 7 Final business management sciences .pptChapter 7 Final business management sciences .ppt
Chapter 7 Final business management sciences .ppt
 
DearbornMusic-KatherineJasperFullSailUni
DearbornMusic-KatherineJasperFullSailUniDearbornMusic-KatherineJasperFullSailUni
DearbornMusic-KatherineJasperFullSailUni
 
Understanding User Needs and Satisfying Them
Understanding User Needs and Satisfying ThemUnderstanding User Needs and Satisfying Them
Understanding User Needs and Satisfying Them
 
Authentically Social by Corey Perlman - EO Puerto Rico
Authentically Social by Corey Perlman - EO Puerto RicoAuthentically Social by Corey Perlman - EO Puerto Rico
Authentically Social by Corey Perlman - EO Puerto Rico
 

PM workshop

  • 3. 3 broad buckets • Defining a product opportunity and building a new product • Adding features to existing product • Improving existing features
  • 4. Defining a Product Opportunity2 4 Customer Problem Technology Solution Company Capabilities An unmet/underserved customer need or unsatisfactory current customer situation that is relatively widespread Technology or product innovation that can address the customer problem better than available alternatives Ability to develop, deliver and sustain a differentiated solution in a profitable manner Opportunities are an intersection of a customer problem, a viable solution and an addressable market
  • 5. Definition of Discovery2 • Discovery is the process of discovering and defining a high-opportunity Customer Problem, the Persona who has that problem and a Minimum Viable Product that can address the customer problem. • Definitions: • High-opportunity problems are important ‘jobs’ with low satisfaction • Users are people whose problem is solved (defined via Personas) • Customers are people/organizations who buy the product • Customers may be same or different from Users • If they are different, you need to solve both Customer and User problems • Minimum Viable Product is the bare bones set of requirements that the product must have in order to solve the core customer problem 5
  • 6. Approaches to Discovering Opportunities • Introspection and intuition • Customer observation and pain points • Salesforce and partner feedback • Data analysis (usage, sales, social data, market research data, etc.) • Competitive analysis • Market analysis 6
  • 8. Opportunity: for an elevator • # floors? • Commercial or residential? • Area, foot fall
  • 9. Sharing your suitcase • Mobile app? • B2C • How will get inputs from customers? • Regulations? • Uberpool?
  • 11. Think: Discovery Hypothesis2 • Hypothesized Customer Problem: We believe that people like (customer type/ persona) have a need for (or problem doing) (need/ action/ behavior). • Proposed Solution: We believe that there is an opportunity to create a (product/solution) that will solve this problem by doing (functionality/benefits). • Hypotheses: To discover if we can build a solution that customers really will want and pay for, we need to know: • H1 • H2 • H3 (etc.)
  • 12. Example: Caltrain Mobile App2 Customer Problem: Caltrain is the local train that runs from San Jose to San Francisco. Riders include daily commuters and occasional train riders. Occasional riders experience a number of problems. They don’t know how to buy tickets, they don’t know how to pay for parking, they don’t know which platform to stand on. They don’t know how to tell what stop they are at or when and where to get off the train. We believe that if Caltrain tackled some of these problems, they might convert more of these occasional riders into daily commuters, growing their ridership. Proposed Solution: We believe that there is an opportunity to build a Caltrain mobile app that will address some of these usability problems. The app would walk the occasional train rider through each step of the process of riding the train, starting with where to park, how to buy a ticket, updates on when the next train is coming, updates on where you currently are relative to where you want to get off the train. We believe that Caltrain will pay us $10,000 to build the app and a 5% commission on incremental bookings made by occasional riders. Hypotheses underlying the idea: • H1: Occasional train riders will download a Caltrain mobile app before they ride the train. • H2: The problems that occasional train riders experience are big enough that they will remember to use the app they downloaded earlier to help solve their problems. • H3: The desire to ride the train is great enough that if occasional train riders had help they would ride the train more frequently. • H4: Caltrain will be willing to pay for app development as well as a commission on incremental ticket sales.
  • 13. IRCTC having flight booking • I/we believe [target market] will [do this action / use this solution] for [this reason] • I believe that people booking train ticket will book flight since they are not able to get a train ticket. What’s wrong? • What MVP will you build to test your hypothesis? • Post launch: How will we measure success of this product?
  • 14. 10 Questions for Product Opportunity Assessment* 1. Exactly what problem will this solve? (value proposition; 4Ps, 5Cs?) 2. For whom do we solve that problem? (target market: remember STP?) 3. How big is the opportunity? (market size) 4. What alternatives are out there? (competitive landscape) 5. Why are we best suited to pursue this? (our differentiator) 6. Why now? (market window) 7. How will we get this product to market? (go-to-market strategy) 8. How will we measure success/make money from this product? (metrics/revenue strategy) 9. What factors are critical to success? (solution requirements) 10. Given the above, what’s the recommendation? (go or no-go) 14* Marty Cagan, “Assessing Product Opportunities”, *http://www.svpg.com/assessing-product-opportunities/
  • 15. Think: Jobs-to-be-done "Most companies segment their markets by customer demographics or product characteristics and differentiate their offerings by adding features and functions. But the consumer has a different view of the marketplace. He simply has a job to be done and is seeking to 'hire' the best product or service to do it.” Example: Gaana.com • JTBD: Organize and manage music for personal use • Related emotional job is to organize and manage music in a way that feels good • A related emotional/social job is to share songs with friends. • Related jobs might be to download songs from the Internet, make playlists, discard unwanted songs, and pass the time.
  • 16. Make • Personas are fictional characters represent the different user types that might use your product in a similar way • User story/flow • Wireframes
  • 17. Check: Analytics • Segmentation is about grouping together people by a common characteristic • A funnel is made up of the measurement of the key event at each step of the flow or user journey • Cohort analysis: how users’ behaviour changes over time • Metrics • A/B testing
  • 18. How would you make IRCTC better? • What do you mean by better? • User experience • What are the current problems? • No right or wrong answer but avoid faux paus • Allowing people to choose seat like a plane with Age/Gender displayed on each booked seat • How can IRCTC make more money? 18
  • 19. Uber having “ride later” option • What is the customer problem you are trying to solve? • What is your target segment? • What is competition doing? • What are the operational challenges? 19
  • 21. Defining the Minimum Viable Product (MVP) 21 “The minimum viable product (MVP) is that product which has just those features (and no more) that allows you to ship a product that resonates with early adopters; some of whom will pay you money or give you feedback”1 1. Eric Ries, “Startup Lessons Learned” (blog), 3/23/09, http://www.startuplessonslearned.com/2009/03/minimum-viable-product.html Developing the MVP is a strategy targeted at avoiding building products that customers do not want, that seeks to maximize the information learned about the customer per dollar spent. "The minimum viable product is that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort."
  • 22. Breaking Down the MVP Definition2 • Minimum: There are usually just one or two core problems that products need to solve. • The iPod lets you store a bunch of your music and play it on the go • Facebook lets you find friends and share information with them • eBay lets you sell used stuff or buy used stuff • Viable: Two questions to ask - • Will people use it? • Will someone pay for it? • Product: Any artifact such as: • A commercial product • A service • An entire business 22
  • 24. Dropbox • Biggest risk: making something no one wants • Not launching -> painful, but not learning -> fatal • Put something in user hands (doesn’t have to be code) and get real feedback ASAP • Know where your target audience hangs out and speak to them • 1M users in 7 months, 4M in another 15 months • Went viral: • 35% from referrals: 2-sided incentives 24
  • 25. Examples of MVPs2 • Dropbox – The founders of Dropbox, started with a 3 minute video for their MVP. It looks like a normal product demonstration. And that’s all it is. There is no code. When they released the video online, however, their waiting list went from 5,000 people to 75,000 overnight! • Foursquare – Collects customer feedback using Google Docs. Nobody has to maintain code. • Virgin Air – Virgin Air used only one plane and one route to test their hypothesis. As they worked out the kinks in their strategy they started adding more planes and routes. • Groupon – It started out as a simple WordPress blog with a widget that used AppleScript to send PDFs coupons via Mail.app. 25
  • 26. Typical PM interviews • Behavioral questions/PM role questions • What excites you about PM role? • Product Case study questions • Test of structured thinking • Favorite product: Why? What will you improve in that? • Build a new product to solve a problem • Add a new feature in existing product • Uber for senior citizens • Mobile app for restaurant chain • Enter a new market for an existing product • Guesstimate questions • Estimate the number of autos near IIM • How much money does Google make form Gmail? • Analytical skills • Making sense out of huge data • Given the Google search terms for a certain period
  • 27. PM Case questions approach • Ask Clarifying Questions & scope the problem • Remember, there is no point continuing with an answer if you haven’t fully grasped the situation • Communicate Your Answer Outline • There is nothing worse for an interviewer than trying to follow a candidate’s unstructured train of thought when responding to a product question • Identify the Users / Customers and their Use Cases • Although you might have lightly touched upon this while asking some clarifying questions, this step is crucial to locking down exactly who the product’s customers and users are and their use cases. • Identify Gaps in the Use Cases • Start thinking about how current products/solutions in the market address these use cases and whether or not there are any gaps or room for improvement • Brainstorm Features / Improvements • Prioritize and Identify Trade-offs • Based on the most important variable • Summarize your Recommendation 27
  • 28. More case questions • Amazon wants to do drone delivery in India. How would you go about doing that? • How much money does gmail make for Google? • How will you launch a credit card loyalty program in India? (Fin) • How would you make mobile app for tracking weight and calorie consumption? • How would you design a mobile app to find a good & reliable maid or cook or drive? • Flipkart wants to add 2 hours delivery service in India. How would you approach that? • You are HUL what product will you build to counter Patanjali products? (FMCG) • How will you compete with Jio’s product offering? (Telecom) • How can Maggi rebuild its brand in India, new product launch? (FMCG) • What is your favorite product? Why do you like it? What one feature will you add to it and why? 28
  • 29. Getting ready IT • Your resume should showcase experience: product, analytics & domain • IT services people: If they have worked on product for a client or domain expertise • Technical: prep on things on your resume: architecture, Non-IT • Resume should show domain expertise and some product experience IT/Non-IT • Read a lot of stuff • Techcrunch, Quora, ET, Podcasts: TechNews • Write a blog atleast once a month • Sharpen product thinking, Play with products, form opinions • Apps, websites • Observe UX • Products you liked, disliked • Build on domain • Keep facts in memory • Revenues, # downloads • Discuss, debate, share thoughts with peers 29
  • 30. MBA Courses that can help • Marketing • 4P, 5Cs, STP, Laddering • B2B marketing • Brand management • Marketing research • Surveys, Segmentation etc. • UX/Design, Design thinking • Business analytics • Regression, Factor analysis etc. • New product development or Product management • Ideation to GTM • Finance • NPV, projections • Some strategy • Competition, M&A, GTM/Market-entry
  • 31. Resources • Books: • Product management handbook • Cracking PM interview • Product management desk reference • Lean start-up: Eric Ries • Lean analytics • UX for Lean Startups • Inspired: How To Create Products Customers Love • Videos • The Art of Product Management with Sachin Rekhi, Wharton https://www.youtube.com/watch?v=huTSPanUlQM • 16 Killer videos on Product Mgmt. essentials • https://userbrain.net/blog/12-killer-product-management-videos • Design thinking by Tim Brown, IDEO • https://www.youtube.com/watch?v=U-hzefHdAMk&t=152s • Product school • https://www.productschool.com/blog/product-management-2/interview/the-ultimate-list-product-manager-interview-questions/ • Others • KPIs for apps • Guestimate Q’s 31
  • 32. More Online resources • www.productmanagerhq.com • The Top 12 Product Management Mistakes • The Product Manager’s Essential Reading List of 2016 • The Famous PM Reading List on Medium • The Past and Future of Product Management • http://www.crackingthepminterview.com/ • The Art of Product Management (author Jackie Bavaro’s blog) • What distinguishes the top 1% of product manager’s from the top 10%? • Good Product Manager, Bad Product Manager (Ben Horowitz) • How to Hire a Product Manager (Ken Norton) • The Art of Decision Making as a Product Manager (Sachin Rekhi) • 3 Reasons Better Products Don’t Always Win (Sachin Rekhi) • What I Look For in a Product Manager (David Lifson) • Be a Great Product Leader (Adam Nash) • Getting Hired: How to Get a Job in Product Management • The Product Manager Handbook (Carl Shan, Brittany Cheng) • The Art of Delivery (Ibrahim Bashir) • The PM Interview (Raphael Korach) 32
  • 33. References • 1: Book: Product management desk reference, Cracking PM interview • 2: Lecture Notes from Prof. Mohan Sawhney, Kellogs 33
  • 34. IT PM sample jobs from iimjobs.com (links might expire) • PM: Paytm • PM: Amazon • PM: Cisco • PM: AMEX • PM: Intuit • PM: Cardekho.com • PM: Jabong • PM: Limeroad • PM: Digital roadmap for Genpact • PM: Digital business for ABP group • PM: Banking & Digital payments for Tally
  • 35. Non-IT PM sample jobs from iimjobs.com (links might expire) • PM: General insurance • PM: Building material industry • PM: Healthcare • PM: Home loans & mortgage • PM: Pharma • PM: Glass MNC • PM: Car retail finance • PM: Equipment manufacturing • PM: Fintech • PM: BFSI, MF
  • 36. • Oral Spray • https://youtu.be/dwKAJbTePEo?t=192 36