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Product Manager
Through the lens of Ecommerce, Retail,
Marketplaces, Classifieds
York Butter Factory
Lightning Talk - May 2015
Nick Cust
My Background
Changing Scene in Product
Business Impact Metrics
Design Thinking
Frameworks/Approaches
~
3 Keys for a PM
Decision Making
Balancing Vision & Detail
Clarity - Sell the Dream
Business Impact Metrics
3 month repeat customer cohort
Funnel metrics (trended)
Mobile growth
GA (more powerful these days, custom segments, AB
testing, real time)
Not Vanity (Page Views = MySpace)
Evolving Product Discovery -> Design Thinking
Build
Test
Learn
Measure
/ Evolve
Release
Rapid exploration with customers
Get inside the customers’ headIdeas to meet
Strategic goals
Concepts to persevere
with
Optimisation
AB Test
MVP
Life
Improving
Frameworks/Approaches
Teams
Product Vision & Strategy (Product Managers)
Teams Teams Teams Teams
Rapid Discovery
Execution
1-3 people
UX PM
● Flexible Agile
Models
● Responsive
Websites
● Mobile First
● Continuous Release
● Adding more
structure to guide
speed, as needed
1-3 people
3 Key Parts of PM Role
these apply to startup founders also!
Decision Making
Balancing Vision & Detail
Continually Re-iterate the Vision
Early 2000’s
eBrochures are the ‘bizness’
eBrochure
How to make scale?
$0.22 each
Send automatic eBrochures for all
properties!
Spam the
f*&kers...
How to build for scale?
Complex pricing
algorithm?
Internal Sales guysTechnology/Engineering
Single Price fixed
?
Complex Algorithm
No
F&*kin
g way
I’d pay $10
max
$2000 per listing…?
Decision Making Time...
High take up -
✓MULTIPLIER
Specific pricing,
High in certain
locations
X Low multiplier
Fixed pricing
$60, $80, $120
Success
$4M Profit after 12 months
Board Meeting
CEO: ‘Just build the vision’
What…. whooah?
FAIL… Balance Vision v Detail
Know the room
Know the people
Know your real business driving numbers!
Early Days… People want to shop on
mobile (& their blackberry’s)!
Mobile Business case done… Or so I thought…
Internal team fluffed about for
months...
So… The Biz said, we Should Ask the
Experts!
Agencies came and went…
What was I missing to motivate…?
Vision!
Teams buy into the Why… Not the
what…
Clarity of vision, expectations
‘Drum the message in’...
I didn’t run for president!
Vision (Sunset)
Not the How (Bridge)
Everything flowed from there
Best App
Wrap
Good product people make the hard
decisions for customer vs the business
Balance strategic vision thinking with day to
day deep knowledge of business
performance
Sell the dream/tell the story and ‘drum it in’ -
employees want it!
Closing thought
“You must never confuse faith that you will prevail in
the end — which you can never afford to lose
— with the discipline to confront the most brutal facts
of your current reality, whatever they
might be.”
‘The Stockdale Paradox’
‘Good To Great’, by Jim Collins
Learning More
Always interested in conversing
about digital, product, retail, startups.
linkedin.com/in/ncust
@ncuste

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