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What is Product Management
The document discusses the essential role of product management, emphasizing the need for product managers to create valuable, usable, and feasible products. It outlines the significance of understanding customer needs, conducting market research, and employing agile methodologies to develop successful products. Additionally, it highlights the importance of collaboration among cross-functional teams in the product development process.
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What is Product Management
- 1. What is Product Management? #ProductTank
- 2. rik in
- 3. E tin sson Mart fgmar @b
- 4.
- 6.
- 7. Customer Technology Business
- 8. Customer Technology You
- 9. are here Business
- 10. “ the role of a product manager is to discover a product that is valuable, ” usable and feasible
- 11. “ the role of a product manager is to discover a product that is valuable, ” usable and feasible Marty Cagan, Inspired: How To Create Products Customers Love
- 12. “ It’s in Apple’sDNA that technology alone is not enough - it’s technology ” married with liberal arts
- 13. “ It’s in Apple’sDNA that technology alone is not enough - it’s technology ” married with liberal arts Steve Jobs
- 14. But what doyou actually do?
- 15.
- 16. Cu st om er s company
- 17. s er om Product
- 18. st Manager Cu company
- 19. s er om Product
- 20. st Manager Cu company
- 21. Who is itfor? What problem does it solve? How do we solve that problem?
- 22. Who? What? How? Psychographics Research Problem/Solution Demographics Ethnographics Vision Behaviour Heuristics Design
- 23.
- 24.
- 25. Founders Customer Services Market Research Sales Trends Product vision Marketing Users Technology Competitors Metrics
- 26. Define a productvision
- 27. Define a productvision
- 28. Define a productvision Figure out how to build it x 12 = + x1
- 29. 1. Vision 2. Communicate 3.Prioritise 4. Build it
- 30. 1. Vision 2. Communicate 3.Prioritise 4. Build it
- 31. 1. Vision 2. Prioritise 3.Communicate 4. Build it
- 32.
- 33.
- 34. Acquisition Activation Aarrr Retention Referral Revenue Dave McClure, Startup Metrics for Pirates
- 35. Acquisition Visit Site Doesn’t abandon Activation Happy 1st Visit Sign up Retention Clickthrough from email Repeat visit Referral Refer 1+ user who visit site Refer 1+ user who activates Revenue User generates revenue
- 36. Quantitative rather than Qualitative metrics over heuristics Comparative A/B testing compare against history Actionable don’t measure it unless you’re going to action it
- 37.
- 38. Cu st om er te s am ex ec Developers s
- 39. s er om st Cu am Product
- 40.
- 41. Product Define the Design the Research Development problem solution Development
- 42.
- 43. “ Fact : In the real world, most companies do too much development and spend too ” much money too early Fred Destin, Atlas Ventures
- 44. Agile manifesto We are uncovering better ways of developing software by doing it and helping others do it. Through this work we have come to value: Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan That is, while there is value in the items on the right, we value the items on the left more.
- 45. Analysis Design Development Testing ADDT ADDT ADDT ADDT ADD T ADDT Release,
- 46.
- 47.
- 48. “ Most start ups fail because they didn’t develop their market - not because they ” didn’t develop their product Steve Blank, Author of Four Steps to the Epiphany
- 49.
- 50. “ product
- 51. manager Your job asa founder is to quickly validate whether the model is correct by seeing if customers behave as your model predicts. Most of the time the darn customers ” don’t behave as you predicted. Steve Blank, Author of Four Steps to the Epiphany
- 52. but beware of dogma
- 53. “ To me, lean is a state of mind that a founder and his/her team needs to have across all ” aspects of the business. Fred Wilson, Union Square Ventures
- 54. “ Don’t fail fast. learn ” fast Tom Chi, Google X
- 55. Agile manifesto We are uncovering better ways of developing software by doing it and helping others do it. Through this work we have come to value: Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan That is, while there is value in the items on the right, we value the items on the left more.
- 56. “ We own the process. The process doesn't own us. ” We call it Agile Jazz. Tom Loosemore, Gov.uk
- 57. It’s about theteam, stupid.
- 58. “ Products today –it’s not some product manager that has an epiphany. That’s not how it works. Product, design, engineering, [work] ” side by side.
- 59. “ Products today –it’s not some product manager that has an epiphany. That’s not how it works. Product, design, engineering, [work] ” side by side. Marty Cagan, Silicon Valley Product Group
- 60.
- 63. Thank you martineriksson.com |mindtheproduct.com @bfgmartin
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