This document discusses product market fit and building successful products. It outlines that achieving product market fit requires three key ingredients: the product itself, the target market, and the people building the product. It describes the different roles needed from project management to marketing to achieve product market fit and go-to-market success. The document emphasizes the importance of deeply understanding customer problems and building a product that provides value to the target market in order to achieve product market fit and market pull.

1. PRODUCT MARKET FIT
…what are the tricks of the trade ?

2. • Finance guy turned into Software Product
Intrapreneur
• 18 years in Software Product Management at Ramco,
Hyperion, SAP & Oracle (jumped from juicy finance
roles at Arvind, Pepsi and Ford before that)
• Built and taken to market 10+ B2B products of
different size in ERP, Analytics, EPM, SCM & CRM
areas
• New gigs in IoT, Big Data, 1x1 Marketing &… Bitcoin?
• Experience in early stage, growth product
management & scalable global GTM of product
• Mentor and Coach @ Google Launchpad, Institute of
Product Leadership, iSpirit programs, and few other
1x1 mentoring initiatives
• Passionate about getting world class software
products built from India

3. THREE INGREDIENTS FOR BUILDING
PRODUCTS
Product
Market
People

4. People – Build an able team, to build a great
product
Fun Blog on this

5. END TO END PRODUCT ROLES
Project Mgr /Scrum
Master
Support
Dev, QA
Architect
Documentation
Co-Innovation
Customers
ValidationUx Designer
Product Manager or
Startup
Founder/CEO
Business
Development
Sales, Presales
Marketing
Partners,
Consulting
CMI (Competitive
Market Intelligence)
Demo Team
Go To Market Development

6. • Problem known
• Highly
competitive
• Sales efforts on
the
differentiations
• Better Revenues
• Need to be
created
• Less competitive
• Sales needs
experts
• Todays vitamins
become
tomorrow pain
• Problem known
but solution
removes
problem, new
tech
• Less competitive
• Sales focus on
concept
Is your product ?
My Blog on this
Automation,
Collaboration
Analytics, Big
Data, IoT
Blockchain , Uber,
Travel websites

7. PRODUCT ROADMAP….
• VISION – EXECUTION
• LONG TERM – NEAR TERM
• RIGID – FLEXIBLE
• INCREMENTAL – DISRUPTIVE
• OBJECTIVES – ACTIVITIES
• SOLUTION BOUND – TIME
BOUND
• EXTERNAL - INTERNAL
My Blog on this

8. Bharat Goenka, Founder Tally Solutions
:
“We often get tempted to focus on
solving and servicing A customer as it
gives great short term gains, but loose
out on the opportunity we have from
Product in mid-long term”
BUILDING FOR A CUSTOMER OR MARKET

9. Businesses are complex, processes are
different, users are different from buyers in
business
Marke
t
Define Your Market
Value Hypothesis on why a set
of customers care about
solving a problem in a certain
way or better way using Tech :
- Why Need ? (problem
solved)
- Why Buy ? (ready to pay)
- Why Now ? (time to market)
Productivity – MS Office
Integrated Enterprise – SAP
ERP
Social Interactions –
facebook
Mobile Payments – Paytm
Automobile – Electric Cars
Mob Platform - Android

10. WHAT IS IMPORTANT ?
Marc Andreessen, Father of
Product/Market Fit :
“In a great market -- a market with
lots of real potential customers --
the market pulls product out of the
startup”
Blog by @pmarca
India Example : GST
Software

11. PRODUCT MARKET FIT
• ISN’T HAPPENING
• NOT GETTING ANY CUSTOMERS
• CUSTOMERS WHO BOUGHT AREN’T
GETTING THE VALUE OF THE
PRODUCT
• WORD OF MOUTH IS NOT SPREADING
• LONG SALES CYCLES
• DEALS DO NOT CLOSE FREQUENTLY
• PRESS REVIEWS ARE NOT HAPPENING
• IS HAPPENING
• CUSTOMERS ARE BUYING YOUR PRODUCT
AS YOU MAKE THEM
• USAGE IS GROWING
• YOU HAVE TO HIRE SALES AND
CUSTOMER SUPPORT STAFF
• YOU ARE BEING CALLED OUT BY PRESS
AND ANALYST

12. Early Stage New Product :
• Create – Prove
• Co-Innovate with customers
• Roadmap
Growth Product
• New markets
• New deployment options
• New pricing options
• Reimagine with new tech
• Manage end of life
Product Roadmap
• Company Level
Vision/Roadmap
• Product Portfolio level
• Product Level

13. Create
- Problem
- Target Personas
- Value Prop
- Solution
- Differentiators
Prove
- Pre Product
- Post Product
- Customer Qs
- User Feedback
Iterate
- Incorporate
Feedback
- (Re)create
Product
- Expand usecases
- Adjust Priorities
• REWRITE YOUR PRODUCT
• GO AFTER A DIFFERENT
MARKET
• REPLACE YOUR PEOPLE
OR HIRE SPECIALIST
• IMPROVE THE USABILITY
• CHANGE THE TECH
ARCHITECTURE
• UPDATE YOUR
DEPLOYMENT MODEL OR
PRICING STRATEGY
OBSESSIVE FOCUS TO GET
PRODUCT/MARKET FIT

14. 1.
2.
3.
4.
5.
10 KEY THINGS FOR GETTING TO PRODUCT
MARKET FIT AND BEYOND

15. Question & Discussion

16. THANK YOU
MUTHU RANGANATHAN
DIRECTOR | PRODUCT MANAGEMENT
ORACLE| BANGALORE
M +91 9972096081 | MUTHU.RANGANATHAN@ORACLE.COM | @MUTHURANGNATHAN
JOIN ME ONLINE: MY BLOG I TWITTER I LINKDLN
“ITS NICE TO BE IMPORTANT, BUT ITS MORE IMPORTANT TO BE NICE”
“UNDERSTAND CUSTOMER PROBLEMS DEEPLY…SOLVE IT WITH BIG IMAGINATION &
BUSINESS IMPACT…WITH OUR TECHNOLOGIES”