intro to product management (5 nov 2015)
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@arsagilis
INTRODUCTION TO
MICHAEL CHIK
http://linkedin.com/in/michaelchik
PRODUCTMANAGEMENT
source: http://goo.gl/NpGhUl
Founder, Ars Agilis
@arsagilis> Introduction To Product Management
LEARNING OBJECTIVES
‣Get acquainted with key concepts in product management‣Gain an understanding of the product development cycle‣Learn key techniques for understanding the needs of your users to ensure
product / market fit
@arsagilis
SPEAKERINTRO
INTRODUCTIONS
@arsagilis
SPEAKER INTRODUCTION
Michael ChikLean & Agile Coach for Startups & EnterprisesLEGO® SERIOUS PLAY® Facilitator
michael@arsagilis.com@arsagiliscasmaronlinkedin.com/in/michaelchik
MoonpigPhotoboxCathay PacificJP MorganStandard Chartered BankBen & Jerry’sWalt Disney Company
戚本錦 Previous:
I consult for startups, like:
TravolorWork-space
Amnesty International國際特赦組織
@arsagilis
YOUINTRODUCTIONS
> Who you are…> What you do…> Your favourite product…
@arsagilis> Introduction To Product Management
WHY IS PRODUCT MANAGEMENT IMPORTANT?
MOST STARTUPS DON’T FAIL BECAUSE THEY CAN’T BUILD A GREAT PRODUCT, BUT BECAUSE NO ONE WANTED THE PRODUCT.
@arsagilis> Introduction To Product Management
KNOW THESE?
source: https://goo.gl/h8SI4b
source: http://goo.gl/nxcQbv
source: https://goo.gl/cqDnFX
@arsagilis> Introduction To Product Management
WHY IS PRODUCT MANAGEMENT IMPORTANT?
LIFE IS TOO SHORT TO BUILD SOMETHING NOBODY WANTS
- MICHAEL CHIK
@arsagilis> Introduction To Product Management
WHAT IS A PRODUCT?
A PHYSICAL THING?A SERVICE?
A PROGRAMME?A PROCESS?
@arsagilis> Introduction To Product Management
WHAT EXACTLY IS A PRODUCT MANAGER?
THE ROLE OF THE PRODUCT MANAGER IS TO DISCOVER A PRODUCT THAT IS VALUABLE, USEABLE AND FEASIBLE.
source: http://goo.gl/ZbvuQB
- MARTY CAGAN, AUTHOR OF “INSPIRED”
@arsagilis> Introduction To Product Management
WHAT EXACTLY IS A PRODUCT MANAGER?
LEGALOPERATIONSDEVELOPMENTFINANCESUPPORTSALESHUMAN RESOURCES
@arsagilis> Introduction To Product Management
KEY TO BEING A GOOD PRODUCT MANAGER #1: START WITH A VISION
CLEARLY COMMUNICATE YOUR VISION
@arsagilis> Introduction To Product Management
KEY TO BEING A GOOD PRODUCT MANAGER #2: UNDERSTAND YOUR CUSTOMER
YOU ARE THE VOICE OF THE CUSTOMER!
@arsagilis> Introduction To Product Management
KEY #2: YOU ARE NOT YOUR CUSTOMER
YOU ARE NOT YOUR CUSTOMER / USER!
@arsagilis> Introduction To Product Management
KEY #2: UNDERSTAND YOUR CUSTOMER
PEOPLE ARE COMPLEX BEINGS
@arsagilis> Introduction To Product Management
KEY #2: UNDERSTAND YOUR CUSTOMER
WHO ARE MY USERS? WHAT ARE THEIR HABITS?
WHERE ARE THEY ACCESSING FROM?
WHEN DO THEY NEED YOUR PRODUCT?
WHY DO THEY NEED YOUR PRODUCT?
HOW DO THEY ACCESS YOUR PRODUCT?
@arsagilis> Introduction To Product Management
KEY #2: VALUE PROPOSITION CANVAS
source: http://goo.gl/90W0Fk
@arsagilis
KEY #2: GET OUT OF THE BUILDING
source: https://goo.gl/mDppmV
NO FACTS EXIST INSIDE THE BUILDING. ONLY OPINIONS. GET OUT OF THE BUILDING!
- STEVE BLANK”
@arsagilis> Introduction To Product Management
KEY TO BEING A GOOD PRODUCT MANAGER #2: INTERVIEWING PEOPLE
QUANTITATIVEVS
QUALITATIVE
TELLS YOU THE WHAT
TELLS YOU THE WHY
@arsagilis> Introduction To Product Management
KEY TO BEING A GOOD PRODUCT MANAGER #3: TEST, VALIDATE & ITERATE
TODAY’S WORLD IS GETTING MORE COMPLEX
GLOBALIZATION GOES UP!
InnovationgoesUP!DemocratizationgoesUP!DiversificationgoesUP!
@arsagilis> Introduction To Product Management
KEY TO BEING A GOOD PRODUCT MANAGER #3: TEST, VALIDATE & ITERATE
TRADITIONAL PRODUCT MANAGEMENT LIFE CYCLE
© Mark Altosaar
source: http://goo.gl/MzmhPi
@arsagilis> Introduction To Product Management
KEY #3: BUILD, MEASURE, LEARN
source: http://goo.gl/HCkvKA
@arsagilis> Introduction To Product Management
KEY #3: BUILD, MEASURE, LEARN
MAXIMISE LEARNING.MINIMISE RISK.USE MINIMAL EFFORT
@arsagilis> Introduction To Product Management
KEY #3: HYPOTHESIS TEMPLATE
source: http://goo.gl/HCkvKA
We believe that people likehave a need for /
problem doing .We will we have succeeded when
, or ,which will contribute to
.
(customer type)
(need / action / behaviour)
(measurable outcome) (observable outcome)
(KPI)
from Janice Fraser(aka @clevergirl)
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KEY TO BEING A GOOD PRODUCT MANAGER #4: DISCOVER YOUR MARKET
source: http://goo.gl/lexe3b
@arsagilis
KEY #4: MINIMUM VIABLE PRODUCT
Crappy product
MINIMUM VIABLE
Expensive to buildSWEET SPOT
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KEY #4: MINIMUM VIABLE PRODUCT
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KEY #4: FAMOUS MVP - AIRBNB
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KEY #4: FAMOUS MVP - DROPBOX
@arsagilis> Introduction To Product Management
KEY TO BEING A GOOD PRODUCT OWNER: WIREFRAMING & RAPID PROTOTYPING
source: https://goo.gl/vTjTXH
source: http://goo.gl/Wyeekk
@arsagilis> Introduction To Product Management
KEY TO BEING A GOOD PRODUCT OWNER #5: MEASURING SUCCESS
IF YOU DON’T MEASURE IT, IT DOESN’T EXIST
@arsagilis
A cquisition: users coming to the site
A ctivation: users enjoy 1st visit (UX)
R etention: users come back
R eferral: existing users refer other users
R evenue: monetisationsource: https://goo.gl/BqEYve
KEY #5: METRICS FOR PIRATES
@arsagilis> Introduction To Product Management
KEY TO BEING A GOOD PRODUCT OWNER #6: VISUAL MANAGEMENT
@arsagilis> Introduction To Product Management
REVIEW
KEY #1: START WITH A VISION KEY #2: UNDERSTAND YOUR CUSTOMERKEY #3: TEST, VALIDATE & ITERATEKEY #4: DISCOVER YOUR MARKETKEY #5: MEASURING SUCCESS & FAILUREKEY #6: VISUAL MANAGEMENT
@arsagilis> Introduction To Product Management
EXERCISE: CUSTOMER INTERVIEW
YOUR IDEA HERE
Family Photo Sharing App
Interactive Travel Guide
App
Interactive App For Hikers
In pairs, choose one of the apps on the right
Brainstorm together what information you need from your potential customers and what you would ask them to discover it
DELIVERABLEAt least two questions for your customer interview
@arsagilis> Introduction To Product Management
DISCUSSION TIME!
PUZZLED?QUESTIONS?COMMENTS?
GO AND BE A ROCK STAR!
michael@arsagilis.com@arsagiliscasmaronlinkedin.com/in/michaelchik
STAY IN TOUCH!
Slides available @ http://goo.gl/uhXUod
Give me feedback @ https://goo.gl/sn4pfT
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