Website As A Product Product Camp Mn

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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.

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Your Website asProduct ProductCamp Mike Ellsworth Linked InSolutions www.LinkedInSolutions.com

About ME 15 years at Nielsen Co. 6 years as IT strategy consultant 3.5 years at State of Minnesota Program Director of CareerOneStop 2 Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved

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 manager Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved 3

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

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

Why a Product? Management of the site is different if it’s a product Use the Four P’s Have a lifecycle Have a roadmap Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved 7

Duties of Web Product Manager Idea: 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 Reserved 8

Duties of Web Product Manager Launch planning: Steps required to develop content and applications Launch: Marketing and communications Day to day management: Reporting, analytics, financial drivers, refining and managing product lifecycle Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved 9

Duties of Web Product Manager What else? Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved 10

Need To: Consolidate three sites into one Consolidate three brands into one Change the orientation of the teams America’s Service Locator becomes Geolocation Team, Database Team America’s Career InfoNet becomes Web Tools team Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved 12

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

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

Thank You! You are welcome to connect with me: Mike Ellsworth Twitter: @MikeEllsworth LinkedIn: www.LinkedIn.com/in/MikeEllsworth Facebook: www.facebook.com/MichaelJEllsworth Google Mike Ellsworth and check the bottom of the first page MikeEllsworth@LinkedInSolutions.com 952-373-1006 Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved 15

The best PLG businesses have a dirty secret: They all have sales teams. In fact, they’re doubling down on these teams. But that doesn’t mean their unit economics are going to get any less attractive, or that they’ll build their sales team at the same pace that their lead volume increases. How are the best companies doing this? Focus. We used to want to build a big funnel to give our sales team plenty of leads—but many of the experts Sam Richard spoke with from InVision, Wistia, Hubspot and more told me that they’re “splitting the funnel,” or narrowing it, to keep their teams laser-focused on the leads that make sense for their business. Sam just finished a project with an OpenView portfolio company that wanted help identifying ways to keep their sales team focused on the best accounts coming through their free tool. During the course of the work, Sam consulted with experts and pretended to be a lead in order to shape some findings that she would now like to share with the community. We invite you to check out Sam's findings, best practices and suggestions to rethink how you’re applying sales resources at your own organization. We hope this helps provide some guidance, and we’d love to know how your organization does this or what companies you admire who do this well. Reach out on Twitter or LinkedIn.

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Website As A Product Product Camp Mn

1. Your Website asProduct ProductCamp Mike Ellsworth Linked InSolutions www.LinkedInSolutions.com

2. About ME 15 years at Nielsen Co. 6 years as IT strategy consultant 3.5 years at State of Minnesota Program Director of CareerOneStop 2 Copyright © 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 manager Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved 3

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

5. What’s the Difference? Ancillary Websites: Exist to increase impact of your brand/business and raise awareness Just another channel Selling Websites: Supplemental – can be an afterthought to bricks and mortar Primary – delivers the ROI for the organization; thus should be a product Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved 5

8. Duties of Web Product Manager Idea: 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 Reserved 8

9. Duties of Web Product Manager Launch planning: Steps required to develop content and applications Launch: Marketing and communications Day to day management: Reporting, analytics, financial drivers, refining and managing product lifecycle Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved 9

11. So What’s My Problem? Program Director of CareerOneStop.org Website History: Started in 1998 Three Sites One to Three Brands Two Development Teams Goal: One Product, One Brand, Managed Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved 11

12. Need To: Consolidate three sites into one Consolidate three brands into one Change the orientation of the teams America’s Service Locator becomes Geolocation Team, Database Team America’s Career InfoNet becomes Web Tools team Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved 12

15. Thank You! You are welcome to connect with me: Mike Ellsworth Twitter: @MikeEllsworth LinkedIn: www.LinkedIn.com/in/MikeEllsworth Facebook: www.facebook.com/MichaelJEllsworth Google Mike Ellsworth and check the bottom of the first page MikeEllsworth@LinkedInSolutions.com 952-373-1006 Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved 15

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