Explain the various roles and how PM is different. LinkedIn data for search “product” role where region is India vs. where region is USA. 5K in India. 300K in USA. Big challenge.REPEATABLE way.
There is a lot of good material on the Customer Discovery and Development process by Steve Blank and others. I strongly recommend it.
Product Management Lessons from Google and Makemytrip
Product Management Techniques
From Google & Makemytrip
Chief Products Officer,
What is Product Management and why
should you care?
• Product is confused with various roles
– User Experience
• Very few PMs in region
PMs are “Jack of All Trades” who find and solve
customer problems in a repeatable, scalable and
India’s Largest Online Travel Co
Experienced Global Leadership Team
• Best in class leadership talent from top global companies
• 2nd Best Place to Work in India per GPTW 2010
Hybrid Online/Offline Business Model
• 20 stores + 14 franchisees, 200 B2B agents, 24 x 7 Call Centres, Mobile
Pioneer and Leader for Online Travel in India
• 48% Market share in 2009 as per Phocuswright
• Over 1.5M registered users
• Recent IPO on NASDAQ in USA
Broad range of Travel and Transportation options
• Domestic and International Air, Bus, Rail, Car, Hotels and Holidays
• Sister property called OKTataByeBye.com (for travel research and planning).
Advanced and Scalable Technology Platform
• Robust technology foundation with superior user experience
STARTS WITH A
IT TYPICALLY STARTS
WITH A VISION
Where are you going
What do you believe in and
what DON’T you?
Aspire for 80% of your prospects to LOVE
your product (not 100%)
One of the most important lessons in Product Management is
learning to say “NO” (to features, and surprisingly, even to
(its cool even if the remaining 20% hate it)
PM Techniques in a Nutshell
What’s the breakthrough customer or
technical insight ?
Are willing to pay attention to the stuff
that’s not sexy?
Meet, talk with, listen to, read everything
you can about every customer/prospect!
Insight and Innovation: Few Google examples
Insight and Innovation: Makemytrip Buddy Cities
Innovation can be offline too: Makemytrip Charters
Source: Boeing Website
Customer Obsession: Discovery and Feedback
Focus on Users and Use Cases, Not on Features
More about the Making of Google Calendar at
Makemytrip Rails: Innovation based on what we
wanted (validated with customers)
Operational Excellence: When do you launch?
•Declare Day 1, Week 1,
Month 1 metrics for
BEFORE the launch
• Figure out when you’re
Pre-launch •Study the hourly, daily,
weekly data (7x24x265)
•Report on pre-launch
Hour N Date 1 Date 2 Date 3 4-week Avg
Metric 1 132 156 133 100
Metric 2 1438 1824 1472 1548
Metric 3 370 343 256 243
Metric 4 1070 240 781 827
Metric 5 84 66 58 55
Metric 6 14 22 6 12
Metric 7 37 63 34 41
Operational Excellence: The little things also matter!
• Macro- and micro- Conversions
• Don’t ignore the P/L (re-learnt
quickly after leaving Google ;-)
• Post-sales is important
• Calls/Transaction, CSAT/Net Promoter
•Take *awesome* notes
•Talk to customers
What Google & Makemytrip typically don’t do ?
• Not a big culture for BRDs, MRDS, PRDs, etc.
– Mocks, Wikis, Technical Design Docs, etc.
• Rarely a 12+ month roadmap (not the same as vision).
• Keep an eye on competition but don’t obsess about it
– Focus on the customer instead
• Don’t worry about money, solve a user problem!
– Sorry, that’s Google – don’t try this at your startup ;-)
• Very, very few large teams (>5-7 people) for any one product
• Have a vision – know what you believe in!
• Focus on the breakthrough technical and/or
• Find every opportunity to interact with
• Operational Excellence – do the “little” things