The document discusses treating a website as a product that is managed by a product manager. It outlines the duties of a web product manager, including developing product strategy and planning, defining the product, planning launches, and ongoing management. It also provides an example of needing to consolidate multiple websites and brands into a single product managed as one.

1. Your Website asProductProductCampMike EllsworthLinked InSolutionswww.LinkedInSolutions.com

2. About ME15 years at Nielsen Co.6 years as IT strategy consultant3.5 years at State of MinnesotaProgram Director of CareerOneStop2Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved

3. What is a Product?A Product as in a product you can buy?A Product as in something produced by an organization and managed by a product managerCopyright © 2010, StratVantage Consulting, LLC. All Rights Reserved3

4. Your Website as ProductIs your Website:An Advertising Method?A Branding Method?Your Corporate Underpants?Or is it a Product?A product is a solution to a customer problemCopyright © 2010, StratVantage Consulting, LLC. All Rights Reserved4

5. What’s the Difference?Ancillary Websites:Exist to increase impact of your brand/business and raise awarenessJust another channelSelling Websites:Supplemental – can be an afterthought to bricks and mortarPrimary – delivers the ROI for the organization; thus should be a productCopyright © 2010, StratVantage Consulting, LLC. All Rights Reserved5

6. What’s the Difference?In our case, the entire reason for our existenceCopyright © 2010, StratVantage Consulting, LLC. All Rights Reserved6

7. Why a Product?Management of the site is different if it’s a productUse the Four P’sHave a lifecycleHave a roadmapCopyright © 2010, StratVantage Consulting, LLC. All Rights Reserved7

8. Duties of Web Product ManagerIdea: Hey, kids, let’s build a site!Product strategy: Goal of site, fit with the overall strategy, business case Product planning: What does the market want? Where is the site going?Product definition: How site will solve market problems. Required functions, business processes Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved8

9. Duties of Web Product ManagerLaunch planning: Steps required to develop content and applicationsLaunch: Marketing and communications Day to day management: Reporting, analytics, financial drivers, refining and managing product lifecycleCopyright © 2010, StratVantage Consulting, LLC. All Rights Reserved9

10. Duties of Web Product ManagerWhat else?Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved10

11. So What’s My Problem?Program Director of CareerOneStop.org WebsiteHistory:Started in 1998Three SitesOne to Three BrandsTwo Development TeamsGoal: One Product, One Brand, ManagedCopyright © 2010, StratVantage Consulting, LLC. All Rights Reserved11

12. Need To:Consolidate three sites into oneConsolidate three brands into oneChange the orientation of the teamsAmerica’s Service Locator becomes Geolocation Team, Database TeamAmerica’s Career InfoNet becomes Web Tools teamCopyright © 2010, StratVantage Consulting, LLC. All Rights Reserved12

13. Your Ideas?Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved13

14. Your Ideas?Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved14

15. Thank You!You are welcome to connect with me:Mike EllsworthTwitter: @MikeEllsworthLinkedIn: www.LinkedIn.com/in/MikeEllsworthFacebook: www.facebook.com/MichaelJEllsworthGoogle Mike Ellsworth and check the bottom of the first pageMikeEllsworth@LinkedInSolutions.com952-373-1006Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved15