Crash introduction to what is "Product Management". From Mission Statement to Product Strategy, what's in a product manager's day and who is a product manager anyway.

3. ABOUT ME
• DAY JOB - TIME TO KNOW – DIRECTOR, PRODUCT
MANAGEMENT
• ENTREPRENEURSHIP:
• HT MAGAZINE LTD.
• POOLSCOUT
• CONTEXT
• IWANTTOBEAPRODUCTMANAGER.COM
• VOLUNTARY: ROTARY CLUB – AVIVTEK
• MENTORING:
• AFEX (AFEKA COLLEGE ACCELERATOR)
• ILOG – SLOVAK ACCELERATOR
• NOF GALIL & AFULA ACCELERATOR
• PRODUCT LEAGUE – MENTORING

4. What is a Product ?

5. TYPES OF
PRODUCTS
Physical Objects
Services
Events
Persons
Places
Organizations
Ideas
Mixes of the above
Anything that can be offered
to a market for acquisition,
use, or consumption that
might satisfy a want or need

7. CAR SERVICE
WAITING ROOM
• WHICH ONE WOULD YOU PREFER?

9. LEVELS OF PRODUCT AND SERVICES
Augmented
Product
Actual Product
Core Customer
Value
• Features
• Design
• Packaging
• Brand Name
• Quality Level
• Delivery and Credit
• After Sale Service
• Product Support
• Warranty
• What is the pain the
product solves?

11. What is Product Management ?

12. PRODUCT MANAGEMENT
IS THE PROCESS OF
CONCEIVING, PLANNING,
DEVELOPING, TESTING,
LAUNCHING, DELIVERING
AND WITHDRAWING
PRODUCTS IN THE
MARKET.

13. TO CREATE: CUSTOMER VALUE + MEASURABLE BUSINESS GOALS

14. By Identifying Unsolved Customer Problems…

16. That outwit the competition…

17. OVER A SUSTAINABLE PERIOD…

18. SO WHAT DO PRODUCT MANAGER DO?

19. Marketing
Sales
Customer
Support
Operations
Senior
Managers
Strategy
Finance
R&D
Production

20. UX
TechnologyBusiness
Customer
R&D/Production/Operations
Strategy/Goals
Product
Manager

21. MISSION
STATEMENT
“TO REFRESH THE WORLD IN MIND, BODY AND SPIRIT. TO
INSPIRE MOMENTS OF OPTIMISM AND HAPPINESS THROUGH
OUR BRANDS AND ACTIONS.”

23. PRINCIPLES Market
Analysis
Development
Product DefinitionProduct Marketing

24. TAM, SAM AND SOM
Potential Market Opportunity
Total Addressable Market
Serviceable Available Market
Share Of Market

25. ANALYZE THE MARKET
Customer
Surveys
Surveys
Sales Force
Market
Research
Report
Online
Surveys
Local Sales
Data

26. SEGMENTATION
Geographic
• Customer
Location
• Region
• Urban/Rural
• Etc.
Demographic
• Age
• Gender
• Occupation
• Socio-
economic
group
Behavioral
• Rate of usage
• Benefits
sought
• Loyalty Status
• Readiness to
purchase
Psychographic
• Personality
• Lifestyles
• Attitudes
• Class

27. PERSONAS

31. PRINCIPLES Market Analysis
Development
Product DefinitionProduct Marketing

32. PRODUCT DEFINITION
•DATA VS INTUITION
•PRODUCT REQUIREMENTS DOCUMENT - PRD
•USE CASES, USER WALKTHROUGH VS
TECHNICAL DEFINITION

34. THE MVP PHILOSOPHY
BUILDING A MINIMUM VIABLE PRODUCT:
THE LEAST AMOUNT OF WORK YOU CAN DO TO
LEARN THE MOST OF SOMETHING

35. MVP

36. GROUPON
• A SIMPLE WORDPRESS BLOG
WITH PDF’ED COUPONS FROM
A CAMPAIGN GENERATION
PRODUCT.

37. ONLINE SHOE
STORE
WITH NO
STOCK!
ZAPPOS

38. DROPBOX

40. MINIMUM
WOWABLE
PRODUCT

43. CHICKEN
AND EGG
SITUATION

44. STRATEGIES TO OVERCOME THIS
• START SMALL – SEGMENT!
• BRING HIGH VALUE USERS FIRST – INFLUENCERS, OPINION LEADERS ETC.
• ACT AS A PRODUCER – DON’T BE AFRAID OF MANUAL WORK!
• TARGET A USER GROUP TO FILL BOTH SIDES
• TAP INTO EXISTING NETWORK – POWER AND EXISTING COMMUNITY.
• IMPART STANDALONE VALUE TO YOUR PRODUCT – EVEN TO A SINGLE CUSTOMER IT WILL BRING VALUE.

45. PRINCIPLES Market Analyzis
Development
Product DefinitionProduct Marketing

46. START WITH THE PRESS RELEASE
• THINK ABOUT THE PRESS RELEASE OR THE NEWSLETTER YOU WILL SEND THE CUSTOMER NOTIFYING
ABOUT THE NEW PRODUCT/FEATURE.
• YOUR SALES TEAM IS ALSO A “CUSTOMER”!

47. MONETIZATION
MODELS
Fixed Price
License Fee
Subscription
Advertisement
Affiliation
Freemium
Acquire Users

48. Agile
Development
in a nutshell

51. USER STORIES
AS A …{PERSONA}
I WANT TO …{DO SOMETHING
SPECIFIC}
IN ORDER TO …{SOLVE A
PROBLEM/ACHIEVE SOMETHING}

53. PROTOTYPING
• PAPER PROTOTYPES:
• PEN & PAPER
• GRID OR DOT-GRID
NOTEBOOK
• NAPKINS, BACK OF
RECEIPTS, ETC.

54. PROTOTYPING
• WIREFRAMES:
• BALSAMIC MOCKUPS
• MOCKINGBIRD
• MOQUPS

55. PROTOTYPING
• DIGITAL PROTOTYPES:
• AXURE
• INVISION

56. UX VS UI

57. PRODUCT
BRAINSTORMING
• WHAT PROBLEM DOES IT SOLVE?
• WHO DOES IT SOLVE IT FOR?
• IS IT WORTH EVEN LOOKING INTO?
• HOW MUCH EFFORT IS IT REALLY?
• WHAT COULD GO WRONG?
• IF THIS IS SUCH A GOOD IDEA, WHY
DIDN’T SOMEONE DO IT EARLIER?
• GIVEN WHAT WE KNOW (OR HAVE CASH
FOR), WHAT CAN WE REALISTICALLY
PULL OFF?

58. Business Goals

59. PRINCIPLES Market Analyzis
Development
Product DefinitionProduct Marketing

60. PRODUCT MARKETING
• MARKET FIT
• INTERNAL VS EXTERNAL
• NETWORK EFFECT
• B2B VS B2B2C VS B2C

61. WHO IS
YOUR
CLIENT?

62. MARKETING
DIFFERENCES

63. PRINCIPLES Market
Analysis
Development
Product DefinitionProduct Marketing

64. SANITY CHECK
• TECH TEAM:
• COST TO DEVELOP & MAINTAIN
• IDEAS FOR THE TECHNICAL PERSPECTIVE
• TRADE-OFFS ON FEATURES (WHAT’S EASIER TO
BUILD?)
• IMPLICATIONS ON CURRENT TECHNICAL PLATFORM
• MARKETING, SALES AND SUPPORT:
• IMPLICATIONS ON CURRENT PRODUCT OFFERING
• IDEAS TO IMPROVE GO-TO-MARKET AND SALES
STRATEGY
• ALIGNMENT WITH MARKET AND SALES STRATEGY
• HELP DOCS OR CUSTOMER SUPPORT PREPARATION

65. SANITY CHECK
• BUSINESS:
• ALIGNMENT WITH BUSINESS STRATEGY & VISION
• BENEFIT VS COST VS OPPORTUNITY COST
• IMPACT ON OTHER PRIORITIES
• IDEAS TO IMPROVE DELIVERY OF RELATED PRODUCTS

66. FEEDBACK
• “OVER THE SHOULDER” TESTING
• SUPPORT EMAILS & TICKETS
• CUSTOMER INTERVIEWS
• USABILITY TESTING

67. USABILITY TESTING
• HOW PEOPLE ACTUALLY USE THE PRODUCT
• HIGLIGHTS MAJOR USABILITY ISSUES THAT WOULD
OTHERWISE REMAIN HIDDEN

68. TOOLS
• HEAT MAPS

69. Get out of the building!

71. PRODUCT MANAGER SKILLS
• KNOW HOW TO RUN GOOD MEETINGS
• KNOW HOW TO SELL (INTERNAL AND EXTERNAL)
• BE ABLE TO SUPPORT OTHERS
• HAVE A SOLID UNDERSTANDING OF “STREET
STATISTICS”
• TAKE TIME TO TALK TO CUSTOMERS
• HAVE A WAY WITH WORDS
• MANAGE YOUR TIME
• KNOW WHEN TO DELEGATE
• DON'T BE ASHAMED TO ADMIT WHAT YOU DON'T KNOW
• BUSINESS COMPETENCIES
• RUTHLESS (OBJECTIVE) PRIORITIZATION
SKILLS
• PROFICIENCY IN RESEARCH AND ANALYSIS
• FAMILIARITY WITH ECONOMICS
• KNOWLEDGE OF DEVELOPMENT PRINCIPLES
• DIPLOMACYSKILLS
• UX/UI – TASTE!

72. PREVIOUS
EXPERIENCE?
• LESS THAN HALF OF PRODUCT MANAGERS HAVE A
TECHNICAL EDUCATION.
• THE MOST POPULAR DEGREES PRODUCT
MANAGERS ACQUIRE ARE COMPUTER SCIENCE AND
DIFFERENT KINDS OF ENGINEERING.
• ONLY 11% OF PRODUCT MANAGERS STARTED THEIR
CAREERS IN PRODUCT MANAGEMENT.
• PRODUCT MANAGERS ARE BIG FANS OF MBAS.
• LOOKING FOR YOUR FIRST PRODUCT MANAGEMENT
JOB? MIGHT BE EASIER TO TRY IN A REALLY BIG
COMPANY SO THEY WON’T NOTICE YOU KNOW
NOTHING.
Source: https://www.linkedin.com/pulse/where-do-product-managers-come-from-analysis-1000-pms-alon-porat

77. REFERENCES
• HTTP://WWW.EXPERIOX.COM/PRODUCTMANAGEMENTGUIDE/
• HTTPS://USERBRAIN.NET/BLOG/PRODUCT-MANAGEMENT-SLIDESHARE-PRESENTATIONS
• HTTPS://USERBRAIN.NET/BLOG/12-KILLER-PRODUCT-MANAGEMENT-VIDEOS
• HTTP://WWW.MINDTHEPRODUCT.COM/2011/10/WHAT-EXACTLY-IS-A-PRODUCT-MANAGER/
• HTTPS://THENEXTWEB.COM/INSIDER/2013/10/12/PRODUCT-MANAGERS-MINI-CEOS/#.TNW_ZWOZIRFW
• HTTPS://BLOG.AHA.IO/WHERE-DO-PRODUCT-MANAGERS-COME-FROM/
• HTTP://HACKINGREVENUE.COM/PRODUCT-MANAGEMENT/WHERE-DO-PRODUCT-MANAGERS-COME-FROM/