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What Does a Product
                    Manager Do?

                                     Rich Mironov
                                 StartUP Product Talks
                                      16 May 2012
1 - StartUP Product Talks 2012                           www.mironov.com
What Does a Product Manager Do?


                              budgets, staff,                         strategy, forecasts,
                                                                      commitments, roadmaps,
                              targets                                 competitive intelligence
                                                   Executives

market information, priorities,
requirements, roadmaps, MRDs,                                                    Field input,
personas, user stories…                            Product                       Market feedback
                                                 Management
                                                                  Mktg & Markets &
                              Development
                                                                  Sales Customers
                                                software

                                                           Segmentation, messages,
                                                           benefits/features, pricing,
                                                           qualification, demos…
   2 - StartUP Product Talks 2012                                                        www.mironov.com
Product Mgmt Planning Horizons



                                             many years
                                 Strategy
                                               years
     Exec                        Portfolio
                                             many mons
                                 Product
                PM               Release      2-9 mon

                                  Sprint        2 wk
                        Dev
                       Team       Daily



3 - StartUP Product Talks 2012                          www.mironov.com
Pragmatic Marketing® Framework
      Dir, Prod Strategy                                                                   Prod Mktg Mgr
                                       Business                      Marketing
                                                      Positioning
                                         Plan                          Plan

          Market         Market                        Buying        Customer
                                        Pricing
         Problems       Definition                     Process       Acquisition

          Win/Loss     Distribution   Buy, Build       Buyer         Customer
          Analysis      Strategy      or Partner      Personas       Retention

         Distinctive     Product        Product         User          Program
        Competence       Portfolio    Profitability   Personas      Effectiveness


          Market        Strategy      Business        Planning       Programs       Readiness      Support

        Competitive      Product                       Require-       Launch          Sales      Presentations
                                      Innovation
         Landscape      Roadmap                         ments          Plan          Process       & Demos

        Technology                                       Use          Thought                      “Special”
                                                                                    Collateral
        Assessment                                    Scenarios      Leadership                      Calls

                                                        Status        Lead            Sales         Event
                                                      Dashboard     Generation        Tools        Support
      Tech Prod Mgr
                                                                    Referrals &      Channel       Channel
                                                                    References       Training      Support




4 - StartUP Product Talks 2012                                                                         www.mironov.com
           © 1993-2009 Pragmatic Marketing, Inc. All rights reserved
Disjoint Communities




                                  Product
                                                              Agile Community
                                 Managers




                                            Still nearly empty,
                                                very lonely

5 - StartUP Product Talks 2012                                                  www.mironov.com
Agile’s Inner Loop (Development)




                                           After: Mike Cohn

6 - StartUP Product Talks 2012              www.mironov.com
Agile’s Strategic Outer Loop (PM)




•Markets                                      •Customers
•Customers                                    •Sales
•Biz Models                                   •Marketing
•Strategy                                     •Support
•Portfolios                                   •Upgrades
•Funding                                      •EOL/EOS




 7 - StartUP Product Talks 2012               www.mironov.com
Product Owner’s Calendar




8 - StartUP Product Talks 2012 Connor, Rally
      Borrowed from Catherine                  www.mironov.com
“small p” product owner



                                          Executives

   priorities, requirements,
   personas, user stories…
                                            product
                                             owner
                                                       Marketing/Sales
                           Development
                                                         Customers

                                         software



9 - StartUP Product Talks 2012                                           www.mironov.com
Product Owner Failure Modes


Solo Product Owner fails the market if…
 Weak on market realities
    Pricing, packaging, selling,
     upgrades, service models,
     discounting, competitive dynamics
 Missing from outbound teams:
  Marketing, Sales, Support
 Trades off company-wide strategy for
  product features
 Confuses showcase customers with
  broader market
 10 - StartUP Product Talks 2012               www.mironov.com
Product Manager Failure Modes


Solo Product Manager fails the agile team if…
 Part-timer, not engaged with team
 Lack of detail on stories
 Stale backlog
 Handwaving and bluster
 Best of intentions, but pulled in
  too many directions
 “Build what I meant”



 11 - StartUP Product Talks 2012            www.mironov.com
Contact Information

                       +1-650-315-7394

                       rich@mironov.com

                       www.mironov.com

                       @RichMironov

                       www.linkedin.com/in/richmironov




12 - StartUP Product Talks 2012                          www.mironov.com
About Rich Mironov


 Veteran product manager/exec/strategist
     Organizing product organizations
     Business models, pricing, agile
     “What do customers want?”
 5 startups, including as CEO/founder
 Author of “The Art of Product
  Management” and Product Bytes blog
 Founded Product Camp, chaired first
  product stage at annual Agile conference
  13 - StartUP Product Talks 2012            www.mironov.com
PO/PM Organizational Map




                                  GM - VP PM - VP Eng/CTO


                                       Product
                                     Management
                                     Organization

                                                product owners




         more market-focused                                 more technical
14 - StartUP Product Talks 2012                                       www.mironov.com
One Problem, Two Viewpoints


Two sides of the problem:
 Product Managers tasked with
  what to build (and when)
    Not-so-secretly worries about
     delivery, quality, completeness
 Project/Program Managers
  tasked with how to deliver
    Not-so-secretly worries about
     market success

 15 - StartUP Product Talks 2012           www.mironov.com

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StartUP Product Meetup, SF, 16May2012

  • 1. What Does a Product Manager Do? Rich Mironov StartUP Product Talks 16 May 2012 1 - StartUP Product Talks 2012 www.mironov.com
  • 2. What Does a Product Manager Do? budgets, staff, strategy, forecasts, commitments, roadmaps, targets competitive intelligence Executives market information, priorities, requirements, roadmaps, MRDs, Field input, personas, user stories… Product Market feedback Management Mktg & Markets & Development Sales Customers software Segmentation, messages, benefits/features, pricing, qualification, demos… 2 - StartUP Product Talks 2012 www.mironov.com
  • 3. Product Mgmt Planning Horizons many years Strategy years Exec Portfolio many mons Product PM Release 2-9 mon Sprint 2 wk Dev Team Daily 3 - StartUP Product Talks 2012 www.mironov.com
  • 4. Pragmatic Marketing® Framework Dir, Prod Strategy Prod Mktg Mgr Business Marketing Positioning Plan Plan Market Market Buying Customer Pricing Problems Definition Process Acquisition Win/Loss Distribution Buy, Build Buyer Customer Analysis Strategy or Partner Personas Retention Distinctive Product Product User Program Competence Portfolio Profitability Personas Effectiveness Market Strategy Business Planning Programs Readiness Support Competitive Product Require- Launch Sales Presentations Innovation Landscape Roadmap ments Plan Process & Demos Technology Use Thought “Special” Collateral Assessment Scenarios Leadership Calls Status Lead Sales Event Dashboard Generation Tools Support Tech Prod Mgr Referrals & Channel Channel References Training Support 4 - StartUP Product Talks 2012 www.mironov.com © 1993-2009 Pragmatic Marketing, Inc. All rights reserved
  • 5. Disjoint Communities Product Agile Community Managers Still nearly empty, very lonely 5 - StartUP Product Talks 2012 www.mironov.com
  • 6. Agile’s Inner Loop (Development) After: Mike Cohn 6 - StartUP Product Talks 2012 www.mironov.com
  • 7. Agile’s Strategic Outer Loop (PM) •Markets •Customers •Customers •Sales •Biz Models •Marketing •Strategy •Support •Portfolios •Upgrades •Funding •EOL/EOS 7 - StartUP Product Talks 2012 www.mironov.com
  • 8. Product Owner’s Calendar 8 - StartUP Product Talks 2012 Connor, Rally Borrowed from Catherine www.mironov.com
  • 9. “small p” product owner Executives priorities, requirements, personas, user stories… product owner Marketing/Sales Development Customers software 9 - StartUP Product Talks 2012 www.mironov.com
  • 10. Product Owner Failure Modes Solo Product Owner fails the market if…  Weak on market realities  Pricing, packaging, selling, upgrades, service models, discounting, competitive dynamics  Missing from outbound teams: Marketing, Sales, Support  Trades off company-wide strategy for product features  Confuses showcase customers with broader market 10 - StartUP Product Talks 2012 www.mironov.com
  • 11. Product Manager Failure Modes Solo Product Manager fails the agile team if…  Part-timer, not engaged with team  Lack of detail on stories  Stale backlog  Handwaving and bluster  Best of intentions, but pulled in too many directions  “Build what I meant” 11 - StartUP Product Talks 2012 www.mironov.com
  • 12. Contact Information +1-650-315-7394 rich@mironov.com www.mironov.com @RichMironov www.linkedin.com/in/richmironov 12 - StartUP Product Talks 2012 www.mironov.com
  • 13. About Rich Mironov  Veteran product manager/exec/strategist  Organizing product organizations  Business models, pricing, agile  “What do customers want?”  5 startups, including as CEO/founder  Author of “The Art of Product Management” and Product Bytes blog  Founded Product Camp, chaired first product stage at annual Agile conference 13 - StartUP Product Talks 2012 www.mironov.com
  • 14. PO/PM Organizational Map GM - VP PM - VP Eng/CTO Product Management Organization product owners more market-focused more technical 14 - StartUP Product Talks 2012 www.mironov.com
  • 15. One Problem, Two Viewpoints Two sides of the problem:  Product Managers tasked with what to build (and when)  Not-so-secretly worries about delivery, quality, completeness  Project/Program Managers tasked with how to deliver  Not-so-secretly worries about market success 15 - StartUP Product Talks 2012 www.mironov.com

Editor's Notes

  1. Not cleanly divided. Good PMs and PgMs are intertwined.