-Кто такой продакт менеджер? -видение; -стратегия; -дизайн; -исполнение; -отличие продакт менеджера от других ролей в разработке; -ключевые навыки продакт менеджера; -почему быть продакт менеджером круто?

1. Product Management
The art of crafting the future
CEO/CPO at EWA.UA
PdM at Yola.com
CEO&Founder at EWA.UA
Product Soul at GeekSpeaks
to the peak of being a geek
Andrey Taganskiy
Entrepreneur, Product Guy
in: taganskiy
fb: taganskiy

2. Andrey Taganskiy
Entrepreneur, Product Guy
in: taganskiy
fb: taganskiy
Currently I’m working as:
● PdM @Yola.com: B2C, 12M+ users
● CEO&Founder @Ewa.ua: B2B, 66K+ users
● Product Soul @GeekSpeaks.club
Previously I worked as:
● PdM @Zeo Alliance
● Chief PdM & CEO @Nexstep

3. For those who want to find wings!
1. Who wants to become a Product manager
2. Who makes first steps
3. Who works with Product managers
4. Who is curious :)
For whom this lecture is?

4. 1626 year
Manhattan
$24 worth of trinkets

5. Current days

6. 120K+ developers in Ukraine

7. 120K+ developers in Ukraine
not more that 10K are working
for product companies

8. In Ukraine the product market is just starting
namecheap
grammarly
Readd e
kodisoft
GitLab
paymentwall

9. We need dreamers.

10. We need entrepreneurs.

11. We need PRODUCT MANAGERS.
StackOverflow: 4.8% are PdMs
Ukraine: ≈0.3% are PdMs

12. I have a dream..!
Ukraine is a global products
development center.
GeekSpeaks.club mission
What we need for this?
Popularization. Teaching. Collaboration.
US
UK
Israel
Germany
Ukraine

13. More products
More margin
New technologies
Less “galleys”
Less legacy
Product management popularization
is my ultimate goal
More PdMs

14. Who is John Galt a product manager?

15. Product manager is a
dreamer, creator, demiurg,
who is acting, to realize the dream.

16. Product manager is responsible for product
vision, strategy, design and execution.

17. V) Vision
D) Design E) Execution
S) Strategy

18. “Ultimately, the thing that is super
important in the grand scale of
history is, are we on a path to
becoming a multi-planet species or
not?
V. Vision
Elon Musk
SpaceX

19. A convincing vision shows how much
the world will be better, if the product
manager succeeds.
The vision - is a product manager’s
dream he believes in.

20. Customer-centric approach - creating
real value for the customer.
Customer problems and needs are
above all.
Customer have to love your product.

21. “Today, online commerce saves customers
money and precious time.
Tomorrow, through personalization, online
commerce will accelerate the very process of
discovery.
Jeff Bezos
Letter to Amazon Shareholders, 1997

22. S) Strategy
Jeff Bezos
Amazon
“Your margin is my opportunity.

23. Convincing strategy accurately in
details shows how you would
dominate on your market.

24. The vision remains unchanged, but the
strategy is refined iteratively until you find
a suitable product and market.

25. Key strategic issues:
1. Target audience
2. The problem you’re solving
3. Value proposition
4. Strategic difference
5. Competition strategy
6. Customer acquisition strategy
7. Monetization strategy
8. KPI’s

26. 1. Target audience
Do not even think about the widest possible
audience!
Instead, think about the best of your customers.
Compare the audience:
Snapchat FB Messenger

27. Analyze customer problems and needs.
Listen to customer! You as a PdM are the customer’s voice.
The customer not always could name the solution, but he
can describe the pain he is experiencing.
Anamnesis → Diagnosis
2. Pain - the problem you’re solving

28. Not a features list!
Instead of that a promise to your customer the
value that he will get from you.
3. Value proposition
● 93+ years of experience
● all screwdrivers & tools
● modern fittings
● plastic tubes
● welding equipment
● rubber gaskets
● cable plumbing snake
● Your bathroom will be
new again
● Just 1 hour repair
● Schedule any time, 24/7

29. Why you are 10 times better for your Target audience
than leading competitors?
4. Strategical difference

30. 5. Competition strategy
How will your decision win from direct
competitors and indirect alternatives?
The user somehow lived without your
product. How?

31. 5. Customer acquisition strategy
How will you find and attract your
potential customers?
How will you make this cost-effective?

32. 6. Monetisation strategy
Ads, In-App Purchases, Freemium,
Subscription, Paid Apps, Affiliate, Donate,
Sponsorship, Data, Microtransactions etc.
What are your main ways of earning?
And what additional?
Do customers have a strong
willingness to pay?

33. 8. KPIs
What are your right metrics that let you
know that you are moving in the right
direction?
DAU, WAU, MAU, CAC, ROI, ARPU,
ARPPU, NPS, LTV etc.

34. Minimize the dimensions of your innovations

35. Make innovations in several
dimensions.
Use the best practices in the
rest.
Do not innovate in all dimensions
1. Target audience
2. The problem you’re solving
3. Value proposition
4. Strategic difference
5. Competition strategy
6. Customer acquisition strategy
7. Monetization strategy
8. KPI’s

36. Telegram strategy
Innovation dimension:
● The problem you’re solving
Solving the security problem: data encryption, open source.

37. Innovation dimension:
● target audience
● strategic differentiation
Tesla strategy
First focus on the owners of sports cars - early adopters.
Then the mass consumer market.

38. Innovation dimension:
● target audience
● the problem you’re solving
Focus on students first.
Photos, relationship status!
Facebook strategy

39. D. Design (UX)
Steve Jobs
Apple
“Simple can be harder
than complex

40. A convincing design brings your
customers a delightful experience with
a useful and convenient tool.

41. There are proven techniques to create
useful and convenient products.
But how to create a truly delightful
experience?

42. Empathy to the client!
Feel the client’s pain as your own.
Emotional intelligence
MacBook example:
● simplicity and reliability iOS
● keyboard backlight
● touchpad and gestures
● Retina display
Design thinking is a really good framework

43. Emotional intelligence
Fall in love with the problem you are solving for your audience
... and not in its solution.
Love is a feeling.
Crush is a state.
The state when thinking loops on the object.

44. Develop a persona
Usually describes:
● objectives
● painful points
● behavior
● psychology
A Persona is a fictional character, designed to represent the different archetypes
of users of your product.

45. "Sleep" with your customers
● study your clients
● interview them
● make surveys
● learn support line logs
● collect the data on users’ actions
This takes at least 20% of the working time of
the PdM.

46. Slack & Telegram are attentive to details: preview of links and
photos, @gif, mentions, integration with platforms, etc.
Admiration through attention to detail
Slack
Telegra
m
Viber
Skype
VS

47. E. Execution
Stewart Butterfield
Slack
“We do it really,
really fucking good

48. Immanent execution ultimately determines
whether you will make your vision a reality
or not.

49. Execution is not about project management
only.
Execution is to do all that is necessary to win!

50. The Lean startup framework
Feedback loop.
The goal is to accelerate the
iterations of product improvement.
Define the hypothesis.
Check.
Draw a conclusion. Cycle.

51. Bad example. New Kinopoisk from Yandex
They changed
everything at once
Epic fail!
● inconvenient UI
● no important features
● errors in rating
● bugs and jambs

52. So than what is the difference between PdM and
other roles in product development?

53. Withdrawal
Growth
Maturity
Recession
Quality
Market
launch
New product
development
Development & Business
Launch Improving ExitIdea Plan
Develo
pment
Product manager
Product marketer
Project manager
Business analyst
Lead engineer
QA
Customer support
Sales
Processes Stages

54. Product manager join
technologies, clients and business
Customers
Business
Technologies
Product manager

55. What skills does good PdM need to have?

56. Full responsibility.
Including the financial result.
No concessions.
Realizing the vision, whatever it takes.
Product and team leadership.
The product evangelist.
1. Behaves like the CEO of the product

57. 2. Keeps the balance of all important factors
1. Goals and Opportunities of the Company
2. User Needs
3. Competitive market
● Looks forward
● Controls his assumptions
● Prioritize tasks

58. 1. Is able to listen and hear the client. He speaks one
language with him.
2. Clearly and clearly write the requirements for the
product
3. On the "you" with the engineering team
4. RoadMap and Product Requirements document
5. Possesses presentation skills
6. "Sells" its ideas to customers, the team, investors,
journalists, etc.
3. Has excellent communication skills

59. 4. He reads, writes, speaks. A lot of. Constantly.
1. Books.
2. Articles.
3. Face-to-face.
4. Support logs.
5. Blog.
6. Social network.
7. Etc.
The product evangelist

60. 2 read

61. Why it’s so cool to be a PdM?

62. 1. PdMs are on the front
All technological global companies are driven by product managers!

63. In Ukraine the product market is just starting
namecheap
grammarly
Readd e
kodisoft
GitLab
paymentwall

64. 2. Joy of Creation
Communicating with satisfied customers, you reap
the fruits of your labor and get the inspire to move
on.
You bring tangible benefits, creating real value.
Finally, you will have what to show your mom!
* Eksmo promotion poster

65. 3. Startup VS corporate bureaucracy
Corporate
muscles
● Industry knowledge
● Financial stability
● Acquaintance with like-
minded people
Startup
soal
● Focus on the client
● Non-Shared Thinking
● Custom solutions
● Quick execution
Having gained experience
in the corporation, you
can create your product -
start a startup.
Factory of corporate
growth

66. Because it is you who make people happy!
Clients, team, investors and themselves.

67. … or unhappy.

68. For those who aspire to happiness

69. … I invite you to sign up to my author's course
“Product management school”
http://www.geekspeaks.club
Product Owner @Evo
PdM @Evo
PDM @MacPaw,
Setapp.com)
PdM @Yola.com
CEO/CPO @Ewa.ua

70. … I invite you to sign up to my author's course
“Product management school”
http://www.geekspeaks.club
● 20 hours of lectures and practice
● 6 days (Sat, Sun)
● starts on the beginning of June
● 16-20 guys in the group

74. QnA