Product Management Best Practices

Transcription

1 Product Management Best Practices

2 VP Product, Payload Technologies Rosalee Gordon Founder and VP, Product Calgary Association Executive Director, Calgary Associate Product Manager (APM) Program Deal screener, Valhalla Capital Project Advisory Committee, TECTERRA

3 Introductions and Objectives Who are you? What is your elevator pitch? What do want to leave with today?

4 Questions to consider What drives your product today? How can I build a successful product? How do I translate my product ideas into something developers can build? How do I prioritize all the new ideas I have for the product? Where can I get more advice and support?

5 What drives your product today?

6 Founder vision

7 Single large customer

8 Sales opportunities & promises

9 Technical visionary

10 Support, operations, customer success

11 Bug list, technical debt, dev tools

12 Impressing investors

13 Market problems

14 How can I build a successful product?

15 80% of all new products and startups fail This is a huge waste Fail fast to minimize waste and maximize learning Learn fast and succeed

16 Lean Startup 2 4

17 Lean Canvas Business Model

18 Get Out Of T h e Building Steve Blank 15

19 Customer Development

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21 Build, Measure, Learn Iterations

22 Agile software development

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24 Pirate Metrics

25 Product Market Fit

26 How do I translate my product ideas into something developers can build?

27 Start with your Business Model Canvas

28 Value proposition: high level product requirements

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30 User Stories

31 Epics

32 Product Requirements template in Confluence Con Epic Goals of the feature Background & strategic fit Assumptions Requirements (user stories) User interaction & design Questions & outcomes Not doing

33 Wireframes and prototypes TOOLS Paper sketches use index cards for mobile apps! Powerpoint use hyperlinks & action buttons to link slides for clickable buttons Sofware

34 Build and launch incrementally

35 Agile Scrum Team

36 Product Roadmap

37 How do I prioritize all our great ideas for the product?

38 Great ideas come from many places

39 In addition, go out and proactively identify market problems worth solving Customers Evaluators Potential customers Noisy 20% Silent 80% Discuss problems or jobs to be done, not features Observe: What they do is more important than what they say Look for early adopter mindset Win/loss interviews Main factors in buy / no buy decision Alternatives considered for solving the problem Find them. Validate they have same problem. Discuss problems or jobs to be done, not features Observe: What they do is more important than what they say Look for early adopter mindset

40 Prioritize problems to solve Urgent Pervasive Market is willing to pay

41 Prioritization matrix example Who? What? Why? Market Size Value Size X Value Dev Size ROI Strategic Fit Final Priority

42 Position the product/feature before you build it Problem Primary message Solution Product description Uniqueness Solutionoriented features

43 Innovate to solve market problems Build - using your distinctive competencies Buy or Partner for the rest

44 Where can I get more advice and support?

45 Additional resources on product management Local community Product Calgary meetups Product Calgary APM Training Pragmatic Marketing Certified Scrum Product Owner (software) Blogs Mind the Product (software)

46 Recommended reading

47 0915 STRATEGY What does a Product Manager do? Business Plan Positioning Marketing Plan Market Problems Market Definition Pricing Buying Process Customer Acquisition Win/Loss Analysis Distribution Strategy Buy, Build or Partner Buyer Personas Customer Retention Distinctive Competencies MARKET Competitive Landscape Product Portfolio FOCUS Product Roadmap Product Profitability BUSINESS Innovation User Personas PLANNING Requirements Program Effectiveness PROGRAMS Launch Plan READINESS Sales Process SUPPORT Presentations & Demos EXECUTION Asset Assessment Use Scenarios Thought Leadership Collateral Special Calls Pragmatic Marketing Framework Stakeholder Communications Lead Generation Referrals & References Sales Tools Channel Training Event Support Channel Support Pragmatic Marketing Framework

48 For more info: Rosalee Gordon