general assembly's intro to product management by ashley hathaway
TRANSCRIPT
INTRO TO PRODUCT MANAGEMENTAshley Hathaway, Product Manager IBM Watson Developer Cloud @ash_hathaway
AGENDA
‣ Discuss the product development lifecycle ‣ Roles and teams ‣ Defining the product ‣ Making the product ‣ Measuring success ‣ People, process, and tools ‣ Q&A
INTRODUCTION TO PRODUCT MANAGEMENT
‣Previously worked as UX Designer and FED ‣Currently Product Manager for
IBM Watson Developer Cloud ‣Strong user centered design and design thinking advocate
ASHLEY HATHAWAY
HELLO!
PRODUCT LIFECYCLEGENERAL ASSEMBLY: INTRODUCTION TO PRODUCT MANAGEMENT
THE MARKETING MIX
THE MARKETING MIX
‣Product
4P’S
THE MARKETING MIX
‣Product ‣Price
4P’S
THE MARKETING MIX
‣Product ‣Price ‣Place
4P’S
THE MARKETING MIX
‣Product ‣Price ‣Place ‣Promotion
4P’S
THE MARKETING MIX
‣Product. Consumer wants. ‣Price. Cost to satisfy. ‣Place. Convenience to buy. ‣Promotion. Communication.
4P’S + 4C’S
PRODUCT LIFE CYCLE
DEVELOPMENT INTRODUCTION GROWTH MATURITY DECLINE
PRODUCT LIFE CYCLE
DEVELOPMENT INTRODUCTION GROWTH MATURITY DECLINE
SALES
TIME IN MARKETTIME TO MARKET
PRODUCT LIFE CYCLE
DEVELOPMENT INTRODUCTION GROWTH MATURITY DECLINE
SALES
TIME IN MARKETTIME TO MARKET
REVENUEPROFIT
THE PRAGMATIC FRAMEWORK
ROLES AND TEAMSGENERAL ASSEMBLY: INTRODUCTION TO PRODUCT MANAGEMENT
CORE TEAM
Product
Design Development
STAKEHOLDERS
Product
Design Development
Sales
Marketing
Research
Partners
THE USER
User
THE ROLE
‣ Product Marketing Manager ‣ Technical Product Manager ‣ Product Owner ‣ Project Manager ‣ Scrum Master ‣ Outbound/Inbound
TYPES OF PRODUCT MANAGERS
TYPES OF PRODUCT MANAGERS
DEFINING THE PRODUCTGENERAL ASSEMBLY: INTRODUCTION TO PRODUCT MANAGEMENT
MAXIMIZE LEARNING. MINIMIZE RISK. IN THE LEAST AMOUNT OF EFFORT POSSIBLE.
DEFINING THE PRODUCT
‣ Develop experiments and hypothesis to remove variables ‣ Gain information to inform high or low risk decision making ‣ Market share ‣ Market fit ‣ Market potential ‣ Go to market strategy
CLARIFY
DEFINING THE PRODUCT
‣ Analyst Reports ‣ Gartner ‣ Forrester ‣ RedMonk ‣ BMC
‣ Competitor Analysis ‣ Profile of market competitors ‣ What your customers expect ‣ Identify key success factors
GATHER INFORMATION
DEFINING THE PRODUCT
COMPETITOR ANALYSIS: MAGIC QUADRANT
DEFINING THE PRODUCT
COMPETITOR ANALYSIS: MARKET SHARE
SWOT: COMPETITOR ANALYSIS
OBJECTIVE STRATEGY
ASSUMPTIONS RESOURCES & CAPABILITIES
DEFINING THE PRODUCT
BUSINESS MODEL CANVASKey Partners
Key Activities
Key Resources
Value Prop
Cost structure Revenue Streams
Channels
Customer Segments
Customer Relationships
DEFINING THE PRODUCT
‣ The customer ‣ The market ‣ The problem ‣ The product ‣ Value prop ‣ Differentiation
VALIDATE
MAKING THE PRODUCTGENERAL ASSEMBLY: INTRODUCTION TO PRODUCT MANAGEMENT
MAKE IT ABOUT THE USER
DEFINING THE PRODUCT
‣High fidelity prototype ‣AdWords campaign ‣Video explanation ‣Dummy landing page ‣Concierge ‣Parasite
THE MVP
DEFINING THE PRODUCT
‣ The What. The When. They Why. ‣ 5 Why’s ‣Continue Build > Measure > Learn
THE PRODUCT
MAKING THE PRODUCT
‣The Roadmap ‣Gantt Chart ‣User Stories ‣Features ‣Lean ‣Waterfall vs. Agile ‣Scrum ‣Stories. Epics. Themes. ‣Kanban ‣Backlog
TOOLS
MAKING THE PRODUCT
SAMPLE ROADMAP
MAKING THE PRODUCT
SAMPLE GANTT CHART
MAKING THE PRODUCT
HIGH VALUE HIGH EFFORT
HIGH VALUE LOW EFFORT
LOW VALUE LOW EFFORT
LOW VALUE HIGH EFFORT
ROADMAP PRIORITIZATION
MEASURING SUCCESSGENERAL ASSEMBLY: INTRODUCTION TO PRODUCT MANAGEMENT
IF YOU DON’T MEASURE IT IT DOESN’T EXIST.
SWOT ANALYSIS
STRENGTH WEAKNESS
OPPORTUNITIES THREATS
MEASURING SUCCESS
‣OKR’s ‣KPI’s ‣Conversion Funnel ‣Pirate metrics
SETTING GOALS
MEASURING SUCCESS
‣Client interviews: Win/Loss Analysis ‣Paper prototypes ‣High fidelity prototype ‣AdWords campaign ‣Video explanation ‣Dummy landing page ‣Concierge ‣Parasite
TESTING
MEASURING SUCCESS
‣Google Analytics ‣usertesting.com ‣Five second test ‣Unbounce ‣Heap ‣CrazyEgg ‣User research & usability studies ‣Full story ‣ theuserisdrunk.com
TOOLS
PEOPLE > PROCESS > TOOLSGENERAL ASSEMBLY: INTRODUCTION TO PRODUCT MANAGEMENT
PEOPLE > PROCESS > TOOLS
‣Knows the market, the customer, the product, the development, and the competition better than anyone. At all times. ‣Listens to the client and market. ‣ Inspires and clearly communicates the vision of the product to teams and
stakeholders. ‣Time and prioritization management skills of a zen master. ‣Removes barriers. Empower others to do their best work. ‣No complaining. Full responsibility.
TRAITS OF A GOOD PRODUCT MANAGER
WORK HARD. BE NICE.
IN SUMMARY
Q&AGENERAL ASSEMBLY- INTRO TO PRODUCT MANAGEMENT
THANKS!
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@ASH_HATHAWAY‣Body Level One ‣Body Level Two ‣Body Level Three ‣Body Level Four ‣Body Level Five