The document provides an overview of the product management lifecycle and role. It discusses defining product opportunities by understanding customer problems, technology solutions, and a company's capabilities. It also covers product discovery frameworks like minimum viable products and jobs-to-be-done. The agenda includes understanding customers, creating personas and wireframes, using analytics to check hypotheses, and approaching typical PM interview questions with a focus on structured thinking.
Presenter: Mukund Seshadri
How do you prioritize features? Do you come up with a new framework every time? Gut feel? This session will provide an overview of 20 well known feature prioritization frameworks and discuss which one is most appropriate for your situation.
"A software engineer turned Technical Product Manager. I work at Schneider Electric helping ensure Life is On across the world.
Life is too short to build products that people don't want."
All You Need to Know About Customer Journey MappingRealtimeBoard
A simple guide to customer journey mapping. It covers the basic definition of the journey, step-by-step mapping process, common mistakes, and related templates.
Bonus: click on the link to get a free demo board with online templates https://realtimeboard.com/app/board/o9J_k0oPqnw=/
Original article: https://realtimeboard.com/blog/customer-journey/
Journey mapping tool: https://realtimeboard.com
Marketing Funnel, Customer Journey & Persona Mapping by VirtualCMO Feb 2014Shane Lennon
This is part 2 of multi-part series of frameworks, practical tools, skills and examples of tools to help marketing teams (and organizations) adopt in the digital world.
There are plenty of other approaches and some are more 360 customer relationship – we took these approaches as they fit most organizations and cultures we work with or where they are in the adoption curve and are stepping stones towards that 360 degree approach. We focused on the digital funnel for use in marketing, customer journey and persona profile mapping.
This is part 2 the basic frameworks for a digital (any/all) marketing core competency and team – the focus on being customer centric and taking an outside-in view of the market.
Product Career Ladder: Getting Promoted to DirectorRich Mironov
Director-level and VP Product leaders do different work than individual contributor Product Managers. How do you signal that you’re interested in “the next job up” while respecting your current manager? How have attendees gotten promoted to Director?
Presenter: Mukund Seshadri
How do you prioritize features? Do you come up with a new framework every time? Gut feel? This session will provide an overview of 20 well known feature prioritization frameworks and discuss which one is most appropriate for your situation.
"A software engineer turned Technical Product Manager. I work at Schneider Electric helping ensure Life is On across the world.
Life is too short to build products that people don't want."
All You Need to Know About Customer Journey MappingRealtimeBoard
A simple guide to customer journey mapping. It covers the basic definition of the journey, step-by-step mapping process, common mistakes, and related templates.
Bonus: click on the link to get a free demo board with online templates https://realtimeboard.com/app/board/o9J_k0oPqnw=/
Original article: https://realtimeboard.com/blog/customer-journey/
Journey mapping tool: https://realtimeboard.com
Marketing Funnel, Customer Journey & Persona Mapping by VirtualCMO Feb 2014Shane Lennon
This is part 2 of multi-part series of frameworks, practical tools, skills and examples of tools to help marketing teams (and organizations) adopt in the digital world.
There are plenty of other approaches and some are more 360 customer relationship – we took these approaches as they fit most organizations and cultures we work with or where they are in the adoption curve and are stepping stones towards that 360 degree approach. We focused on the digital funnel for use in marketing, customer journey and persona profile mapping.
This is part 2 the basic frameworks for a digital (any/all) marketing core competency and team – the focus on being customer centric and taking an outside-in view of the market.
Product Career Ladder: Getting Promoted to DirectorRich Mironov
Director-level and VP Product leaders do different work than individual contributor Product Managers. How do you signal that you’re interested in “the next job up” while respecting your current manager? How have attendees gotten promoted to Director?
This PPT is about a sales playbook. It is a systematic organization of all marketing and sales assets. Each asset is mapped to the buyer’s position in the sales cycle. It serves as a GPS for the channel partners.
Customer Experience is a key differentiator – globally, 81% of consumers are willing to pay more for a better experience [Capgemini]. Learn about the changing customer environment, how to go about creating a customer experience-led approach and the benefits it will bring!
Companies building enterprise tech products are different from companies building mass consumer tech. Large-ticket deals, long sales cycles, name-and-face customer relationships, and complex buying processes shape what we build and how we bring it to market. Having a hundred customers each spending $1M/yr is a radical departure from a million customers each spending $100/yr.
Looking to scale something up? Depending on how you're going after your market/ acquiring users, you may need to build a sales organization that's optimized for a top-down or bottom-up sales process (or perhaps both).
Watch the video overview at http://a16z.com/2015/03/06/go-to-market-bootcamp/ and then check out this slide deck, which shares some concrete tips and tools for accelerating time to market -- from the go-to-market experts at a16z, led by 'sales savant' Mark Cranney.
Because selling to enterprises is a lot like getting a bill passed through Congress: it can get stuck. And getting stuck -- or going down the wrong path -- can mean death to startups in a competitive market. Here's how to avoid that.
In the past year a trend has emerged that is re-shaping the way people think about process improvement. Progressive companies are combining traditional Lean Six Sigma process improvement techniques with an emphasis on design. The result is processes, products and services that are more human-centric and enjoyable for those who use them.
Lead Gen & Customer Conversions - Filling the Funnel and Getting RevenueJoe Gelata
This presentation gives a high level overview of funnel theory then dives into methods to fill, convert, and enhance your revenue funnel. It finishes with some tips and lessons learned.
Customer Experience Management ROI: A Sitecore DMS Case StudyRandy Woods
There is no shortage of buzz around Customer Experience Management (CXM) but very few examples of real-world success. This slidecast puts CXM in context, then walks through the lessons learned in CXM campaigns designed and deployed on the Sitecore Digital Marketing System.
Using real data from the website of one of the world's leading business schools, we look at the results delivered personalization, a|b testing and other CXM tactics - and provide tangible advice for driving business results.
How Agile Changes (and Doesn't) Product ManagementRich Mironov
Many software development organizations are moving to agile methodologies, but product managers are late to understand how this changes their role within the engineering organization. At the same time, “by the book” agilists tend to misunderstand (or forget about) product management with disastrous results.
This session will recap the essentials of tech product management, loosely define agile, and identify the primary failure modes of companies lacking agile PMs. How should we organize, train and collaborate for success?
“Getting Promoted” at SV Product Camp 2013Rich Mironov
At Product Camp Silicon Valley 2013, We had an energetic (semi-structured) discussion about what individual contributor Product Managers do, how this is different from Director-level and VP Product roles, and ways to address various real-world (political) issues
Customer-centricity is the new imperative, but most organizations are not prepared to transform the way they work to deliver a relevant, personalized customer experience at scale. Designed for those who have been exposed to Journey Mapping, this interactive workshop will share Accenture’s Customer Journey Management framework for guiding the omni-channel customer experience with agility and at scale. During the session you will assess your organization’s design, governance and operating model dimensions to identify capability gaps in delivering on your vision of customer-centricity.
In a working session you will prioritize the gaps in your organization’s capabilities to implement the Customer Journey Management framework. The workshop will help you visualize how to manage the dramatic increase in data, segments, content, collaboration, and compliance that come with high-fidelity journey mapping and omni-channel marketing. We will discuss your specific challenges, as well as real world examples of operating model innovations from companies across industries and levels of maturity. This session will help you prepare your company to identify and respond to customer experience opportunities with new levels of agility and scale.
Customer Journey Mapping: Mapping the university admissions experience across...PeakXD
In this talk Donna and Clarissa showed how to conduct journey mapping workshops with actual customers and use this as a basis for service design to improve the customer experience. They took us through a case study from a nationwide research project Peak undertook in 2017 for the Australian Government Department of Education and Training to research the needs and experience of prospective higher education students.
This PPT is about a sales playbook. It is a systematic organization of all marketing and sales assets. Each asset is mapped to the buyer’s position in the sales cycle. It serves as a GPS for the channel partners.
Customer Experience is a key differentiator – globally, 81% of consumers are willing to pay more for a better experience [Capgemini]. Learn about the changing customer environment, how to go about creating a customer experience-led approach and the benefits it will bring!
Companies building enterprise tech products are different from companies building mass consumer tech. Large-ticket deals, long sales cycles, name-and-face customer relationships, and complex buying processes shape what we build and how we bring it to market. Having a hundred customers each spending $1M/yr is a radical departure from a million customers each spending $100/yr.
Looking to scale something up? Depending on how you're going after your market/ acquiring users, you may need to build a sales organization that's optimized for a top-down or bottom-up sales process (or perhaps both).
Watch the video overview at http://a16z.com/2015/03/06/go-to-market-bootcamp/ and then check out this slide deck, which shares some concrete tips and tools for accelerating time to market -- from the go-to-market experts at a16z, led by 'sales savant' Mark Cranney.
Because selling to enterprises is a lot like getting a bill passed through Congress: it can get stuck. And getting stuck -- or going down the wrong path -- can mean death to startups in a competitive market. Here's how to avoid that.
In the past year a trend has emerged that is re-shaping the way people think about process improvement. Progressive companies are combining traditional Lean Six Sigma process improvement techniques with an emphasis on design. The result is processes, products and services that are more human-centric and enjoyable for those who use them.
Lead Gen & Customer Conversions - Filling the Funnel and Getting RevenueJoe Gelata
This presentation gives a high level overview of funnel theory then dives into methods to fill, convert, and enhance your revenue funnel. It finishes with some tips and lessons learned.
Customer Experience Management ROI: A Sitecore DMS Case StudyRandy Woods
There is no shortage of buzz around Customer Experience Management (CXM) but very few examples of real-world success. This slidecast puts CXM in context, then walks through the lessons learned in CXM campaigns designed and deployed on the Sitecore Digital Marketing System.
Using real data from the website of one of the world's leading business schools, we look at the results delivered personalization, a|b testing and other CXM tactics - and provide tangible advice for driving business results.
How Agile Changes (and Doesn't) Product ManagementRich Mironov
Many software development organizations are moving to agile methodologies, but product managers are late to understand how this changes their role within the engineering organization. At the same time, “by the book” agilists tend to misunderstand (or forget about) product management with disastrous results.
This session will recap the essentials of tech product management, loosely define agile, and identify the primary failure modes of companies lacking agile PMs. How should we organize, train and collaborate for success?
“Getting Promoted” at SV Product Camp 2013Rich Mironov
At Product Camp Silicon Valley 2013, We had an energetic (semi-structured) discussion about what individual contributor Product Managers do, how this is different from Director-level and VP Product roles, and ways to address various real-world (political) issues
Customer-centricity is the new imperative, but most organizations are not prepared to transform the way they work to deliver a relevant, personalized customer experience at scale. Designed for those who have been exposed to Journey Mapping, this interactive workshop will share Accenture’s Customer Journey Management framework for guiding the omni-channel customer experience with agility and at scale. During the session you will assess your organization’s design, governance and operating model dimensions to identify capability gaps in delivering on your vision of customer-centricity.
In a working session you will prioritize the gaps in your organization’s capabilities to implement the Customer Journey Management framework. The workshop will help you visualize how to manage the dramatic increase in data, segments, content, collaboration, and compliance that come with high-fidelity journey mapping and omni-channel marketing. We will discuss your specific challenges, as well as real world examples of operating model innovations from companies across industries and levels of maturity. This session will help you prepare your company to identify and respond to customer experience opportunities with new levels of agility and scale.
Customer Journey Mapping: Mapping the university admissions experience across...PeakXD
In this talk Donna and Clarissa showed how to conduct journey mapping workshops with actual customers and use this as a basis for service design to improve the customer experience. They took us through a case study from a nationwide research project Peak undertook in 2017 for the Australian Government Department of Education and Training to research the needs and experience of prospective higher education students.
MVP: Minimum Viable Product vs. Maximum Value ProductLiquid Reality
Start-ups and product reboots are all thinking the same thing - how quickly can we get to market? The app market is break-kneck, and being first-to-market, or soon-to-market can be important, but, not at the expense of quality. In this talk we'll explore the motivations for being first, and argue the values of being "better"
From experience, we'll focus on how to convince clients and stakeholders to buy-in to quality over "fast" - as a philosophy, as a differentiator, and as a process to making it happen.
Anyone can make an app - just look at any of the app stores, but only the ones that focus on the customer, on quality, and on the entire experience as a whole will succeed.
This talk will give you a roadmap to create better products, get and keep clients on-board with your direction, and deliver outstanding products to the market.
How to leverage your work with a Product Mindset - Mark Opanasiuk.pdfMark Opanasiuk
How to leverage your work with a Product Mindset - Mark Opanasiuk
1. What is a Product Mindset?
2. Product Thinking Mindset on Personal level.
3. Product Mindset on Organization level.
Slides from the "Much ado about Agile", Agile Vancouver Conference 2015. This talk is around examples of MVP on small startups and Enterprise level. What's the ultimate MVP?
There are multiple ways of using technology to make money. In this presentation I talk about my personal views and experiences of developing mobile apps and monetizing the apps to generate revenue. What are the improvements, trips and tricks that can be used to increase the customer base and revenue. Also I give reasons why I chose developing mobile apps rather than selecting other options out there.
How great is your product idea? Every idea is great, but not every product idea can monetize itself. The product development process is crucial in deciding whether or not your product can be pushed to production. This guide will teach you how to validate your product ideas so that you can launch your next product successfully.
Chuck Liu Design Research Lead KISSmetrics @chuckjliu cliu@kissmetrics.com
Market research helps you make decisions.
3 Essential Mantras of Market Research 1
Goal: Make better decisions, faster.
Get things done in days, not weeks or months.
Market research priorities are different depending on what stage your business is at
There are many FREE resources out there.
Google Trends: Measure market potential and interest AVINASH KAUSHIK HTTP://KISS.LY/LEANAC
Talking to experts: Get the detailed scoop of workflows and processes
1. Hypothesis- driven Have an idea to prove or disprove
2. Short and targeted 5 days, 2 weeks max
3 Ways for Early Stage Businesses to do Lean Market Research 2
1. Survey + Social Distribution Cheap (or free), but requires more work on your part
1. Make a screener or survey 2. Tweet/share it out 3. Analyze
Try the good ole’ “asking for a friend” (except it’s you really asking)
Whether you’re actually asking for a friend or not, this actually works be er, especially if you tag a potential competitor
1. Ask a question on Quora 2. Revitalize an old relevant thread with a new comment 3. Ask people to answer an existing question
2. AdWords Easy setup, variable expenses
You Pay for Clicks, Which Is Pre y Realistic
AdWords Keyword Planner does the work for you in volume and interest
1. Practice your pitch 2. Limited character count = concise messaging 3. Bad ideas = no problem
3. Amazon Mechanical Turk Disclaimer: I haven’t tried yet, but I want to
Mechanical Turk Plan: Simple • Design a test • Distribute a test • Analyze the data
3 Strategies for Existing Businesses/ Enterprises to Getting Faster Research Done 3
1. In-App Surveys Contextual, relevant, and dismissible
Existing workflow and pain points • Nudge your customers with in-app surveys • Open-ended
In-App Survey Pros and Cons Pros • Low cost • Low effort • Can be turned on/off as you please to measure activities over time • Quick responses based on targeting technique Cons • Limits demographic to your existing users • Can potentially annoy your users
2. Experience Sampling Uncover user needs and behaviors
Pros • Highlights behaviors, moods, stress levels • Gives context to these behaviors depending on how it was administered (same time every day, multiple times a day, etc.) • Measures differences over time Cons • Risk of participants dropping off or stopping participation • Incentive needed to lure in • Not good for checking if someone is doing a task repetitively Experience Sampling Pros and Cons
3. Persona Advisory Board
Quick Review: Personas (thanks to Buffer for these images!
Pros • Highly contextual information about day in the life, workflow, and process • Visibility into which tools are used for tasks • Deeper relationship and trust built with customer Cons • High amount of effort on your part • Recruiting can be hit or miss depending on your relationship with customers / th
Innovation is one of the ultimate buzzwords of our era but what is it really? What is its meaning? How can we see it? Replicate it? Scale it? In his talk, I propose that innovation really is the “removal of friction” from a system; and that through this lens we can understand the rise of design, lean startup, Silicon Valley and possibly many other innovative happenings across time.
The talk covers the following topics:
1. The Real Lesson Steve Jobs Taught Us
2. The Rise of Design
3. Innovation = The Removal Of Friction?
4. Co-opting Innovation
Slides to the growth hackathon (code-free) the Kellogg alumni club just held in Palo Alto. We covered the Lean Canvas, getting to product-market fit, Aha! moment, growth marketing, and the analytics you should be focused on.
Elixirr's handy 4-step guide to presenting projects, ideas and businesses.
How do we decide on our startup investments? Find out in the latest episodes of The Pitch.
https://www.elixirr.com/what-we-do/capital/the-pitch/
£1m funding & mentoring up for grabs.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
4. PM roles: 3 broad buckets
Defining a product
opportunity and
building a new
product
01
Adding features to
existing product
02
Improving existing
product or features
03
5. Defining a Product Opportunity2
5
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
6. Product Opportunity 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
6
7. 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
7
8. 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)
8
* Marty Cagan, “Assessing Product Opportunities”, *http://www.svpg.com/assessing-product-opportunities/
14. 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.)
15. 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.
16. 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?
17. 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.
18. Make
• Personas are fictional
characters represent the
different user types that
might use your product in a
similar way
• User story/flow
• Wireframes
19. 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
20. 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?
20
21. Uber for senior citizens
• What are current customer problems, which are most painful (prioritize)?
• How would you find out?
• What is competition doing?
• What are the solutions?
• How will you measure success?
21
23. Defining the Minimum Viable Product (MVP)
23
“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."
24. 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
24
26. 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
26
27. 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.
27
28. Typical PM interviews
• Behavioral questions/PM role questions
• What excites you about PM role?
• What is the proud moment in your career?
• 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
• Analytics questions
• Estimation: Estimate the number of autos near IIM
• Estimation: How much money does Google make form Gmail?
• Execution/problem identification: DAU for Instagram stories has dropped by 5% WoW
• Metrics: What north-star metric will you use for Google calendar?
29. 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
29
30. 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
driver?
• 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?
30
31. 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
31
32. 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
33. 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
33
34. 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)
34
36. 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
37. 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
Editor's Notes
https://www.youtube.com/watch?v=2C-2v99paQM
https://www.youtube.com/watch?v=fmY3-2sOhq4
Main jobs to be done, which describe the task that customers want to achieve.
Related jobs to be done, which customers want to accomplish in conjunction with the main jobs to be done.
Functional job aspects — the practical and objective customer requirements.
Emotional job aspects — the subjective customer requirements related to feelings and perception.
Finally, emotional job aspects are further broken down into:
Personal dimension — how the customer feels about the solution.
Social dimension — how the customer believes he or she is perceived by others while using the solution.