SlideShare a Scribd company logo
Who is your customer?
B2B vs. B2C Product Management
Neha Monga
https://twitter.com/nemon
https://www.linkedin.com/in/nehamo
About me
[Office – Excel/Access Services]
[Office Mobile]
Enterprises
Small & Medium Biz
Education
Consumers
[Scramble With Friends]
[Running With Friends]
[Fairy Tale Twist]
Consumers (casual gamers)
[Expedia Partner Central]
Large Biz
Small & Medium Biz
Consumers
[3P Marketplace]
[Alexa Mobile]
Small & Medium Biz
Individual Sellers
Consumers
About you
Product Manager?
Seattle Native?
Engineer or ex-engineer?
First time at Product School?
Let’s dive in!
Business to Business (B2B)
Software or service to help companies solve a discrete business problem.
Business productivity, communication, analytics …
Business to Consumer (B2C)
Software or service to help consumers to solve a personal need or a want.
Social, entertainment, health and fitness …
Key differences
Users and Roles
Buyer vs. User
Role within Organization
The IT Department
Buyer (or non-buyer) = User
No roles (usually)
No IT department, needs to be simple
[B2B Products] [B2C Products]
Understanding customer needs
Industry knowledge is crucial
Customers know what they need
Easy to reach customers,
relationship building is key
Customers needs can be intuitive
Customers don’t know what they
want/need
Learning from data/behavior
[B2B Products] [B2C Products]
Go-to-market
Sales team / demand generation
Launches and deployment cycles
Higher reliability
Marketing focused
Launch anytime
Speed over reliability
[B2B Products] [B2C Products]
Monetization models
Customers willing to pay for ROI
Monetization path clear
Licensed, subscription, support
Convincing costumers to pay
Monetization may be tricky
Ads-supported, freemium
[B2B Products] [B2C Products]
Tips on navigating
They are really not that different
Understanding
customer needs
Designing and
validating soln
Building with
Engineering
Launching,
measuring and
Iterating
B2B is not boring!
Half the failure rates among startups
Growing funding into B2B startups
More end-to-end view of the business
Try both!
Questions

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Product school - B2C vs. B2B Product Management

  • 1. Who is your customer? B2B vs. B2C Product Management Neha Monga https://twitter.com/nemon https://www.linkedin.com/in/nehamo
  • 3. [Office – Excel/Access Services] [Office Mobile] Enterprises Small & Medium Biz Education Consumers [Scramble With Friends] [Running With Friends] [Fairy Tale Twist] Consumers (casual gamers) [Expedia Partner Central] Large Biz Small & Medium Biz Consumers [3P Marketplace] [Alexa Mobile] Small & Medium Biz Individual Sellers Consumers
  • 5. Product Manager? Seattle Native? Engineer or ex-engineer? First time at Product School?
  • 7. Business to Business (B2B) Software or service to help companies solve a discrete business problem. Business productivity, communication, analytics …
  • 8. Business to Consumer (B2C) Software or service to help consumers to solve a personal need or a want. Social, entertainment, health and fitness …
  • 10. Users and Roles Buyer vs. User Role within Organization The IT Department Buyer (or non-buyer) = User No roles (usually) No IT department, needs to be simple [B2B Products] [B2C Products]
  • 11. Understanding customer needs Industry knowledge is crucial Customers know what they need Easy to reach customers, relationship building is key Customers needs can be intuitive Customers don’t know what they want/need Learning from data/behavior [B2B Products] [B2C Products]
  • 12. Go-to-market Sales team / demand generation Launches and deployment cycles Higher reliability Marketing focused Launch anytime Speed over reliability [B2B Products] [B2C Products]
  • 13. Monetization models Customers willing to pay for ROI Monetization path clear Licensed, subscription, support Convincing costumers to pay Monetization may be tricky Ads-supported, freemium [B2B Products] [B2C Products]
  • 15. They are really not that different Understanding customer needs Designing and validating soln Building with Engineering Launching, measuring and Iterating
  • 16. B2B is not boring! Half the failure rates among startups Growing funding into B2B startups More end-to-end view of the business

Editor's Notes

  1. Software made for business (SMBs to larger enterprises) Productivity, analytics, business communication
  2. Software made for business (SMBs to larger enterprises) Productivity, analytics, business communication
  3. Same core product management process Customer empathy, understanding their needs and problems Designing solutions that solve those problems, validating Working with the engineering teams to build the solution Lauching the product so its goes to the customers hands, monitoring metrics, and identifying the next set of features/optimizations Still used by humans
  4. More b2b startups get to iPO B2b startups get x% higher funding Some of the largest companies fund their consumer business through b2b