Defining the Product Manager Persona

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Information about Defining the Product Manager Persona
Marketing

Published on March 14, 2014

Author: nealcabage

Source: slideshare.net

Description

Who is a Product Manager and what is their persona? At ProductCamp.LA, I presented the findings from a 2013 survey by the Product Managers Association of Los Angeles(PMALA) and defined a persona for the typical Product Manager, here in Los Angeles. The results should be generalizable across most major cities. It is interesting to see how most Product Managers define their role within the organization, as well as their personality, personal interests, what they did before and why they transitioned into the role of Product Manager.

Defining The Product Manager Persona We define the typical Product Manager based on the results of a 2013 results survey conducted by the Product Managers Association of Los Angeles (PMA.LA). Provided by pma.la

What’s Your Title? Survey Results PMALA 2013 Survey This data is from the PMA.LA survey of its members. There were 79 respondents Title Product Mgr Director Head of Product N/A Consultant Startup Founder ProJECT Mgr QTY PCT Product Mgr 45 57% Director 12 15% Head of Product 10 13% N/A 5 6% Consultant 3 4% Startup Founder 3 4% ProJECT Mgr 1 1% pma.la

What’s Your Field? Survey Results PMALA 2013 Survey This data is from the PMA.LA survey of its members. There were 79 respondents pma.la Consumer Internet 26% Ecommerce 15% Entertainment 15% Advertising 13% Other 13% Consulting Agency 4% B2B 4% Consumer Goods 3% Big Data 2% Electronics 2% Health Tech 2% Scientific 1% QTY PCT Consumer Internet 18 26% Ecommerce 10 15% Entertainment 10 15% Advertising 9 13% Other 9 13% Consulting Agency 3 4% B2B 3 4% Consumer Goods 2 3% Big Data 1 2% Electronics 1 2% Health Tech 1 1% Scientific 1 1%

Where Do you Work? Survey Results PMALA 2013 Survey This data is from the PMA.LA survey of its members. There were 79 respondents pma.la 0% Santa Monica / West Side 48% Other 13% Hollywood 9% Downtown 7% Long beach 7% San Fernando 7% Pasadena 4% Orange County 3% Venture 2% QTY PCT Santa Monica / West Side 40 48% Other 11 13% Hollywood 7 9% Downtown 6 7% Long beach 6 7% San Fernando 6 7% Pasadena 3 4% Orange County 2 2% Ventura 2 2% Digital Product jobs Heavily concentrated on the West Side of LA!

What’s Your Reporting Line? Survey Results PMALA 2013 Survey This data is from the PMA.LA survey of its members. There were 79 respondents pma.la CEO / GM 38% Product 21% Tech 21% Marketing 13% Other 5% N/A 1% Startup 1% QTY PCT CEO / GM 29 38% Product 16 21% Tech 16 21% Marketing 10 13% Other 4 5% N/A 1 1% Startup 1 1%

What Did you Do Before Product? Survey Results PMALA 2013 Survey This data is from the PMA.LA survey of its members. There were 79 respondents pma.la Other 36% Engineering 18% Proj Mgmt 16% Startup 10% marketing 8% Student 8% N/A 4% QTY PCT Other 28 36% Engineering 14 18% Proj Mgmt 13 16% Startup 8 10% marketing 6 8% Student 6 8% N/A 3 4%

Male of Female? Survey Results PMALA 2013 Survey This data is from the PMA.LA survey of its members. There were 79 respondents pma.la Male 78% Female 22% QTY PCT Male 61 78% Female 17 22%

What Your Age? Survey Results 58, 1 0 1 2 3 4 5 6 0 10 20 30 40 50 60 70 Responses Age Age (39.3 avg)

Have a Certification? Survey Results PMALA 2013 Survey This data is from the PMA.LA survey of its members. There were 79 respondents pma.la Scrum/Agile 41% Product 23% Project Mgmt 12% Leadership 11% Analytics 9% Marketing 4% QTY PCT Scrum/Agile 23 41% Product 13 23% Project Mgmt 7 12% Leadership 6 11% Analytics 5 9% Marketing 2 4% Why the heavy emphasis on process?

How Much Education? Survey Results PMALA 2013 Survey This data is from the PMA.LA survey of its members. There were 79 respondents pma.la QTY PCT High School 2 2% Some College 2 3% Bachelors 43 56% Some Grad School 3 4% Masters 9 12% MBA 18 23% 2% 3% 56% 4% 12% 23% 0% 10% 20% 30% 40% 50% 60% High School Some College Bachelors Some Grad School Masters MBA

What’s Your Income? PRODUCT MANAGER PMALA 2013 Survey This data is from the PMA.LA survey of its members. There were 79 respondents pma.la QTY PCT <$50k 1 2% $50-70k 6 13% $71-90k 5 11% $91-110k 10 22% $111-130k 17 38% $131-150k 4 9% $151k+ 2 5% 2% 13% 11% 22% 38% 9% 5% 0% 5% 10% 15% 20% 25% 30% 35% 40% <$50k $50-70k $71-90k $91-110k $111-130k $131-150k $151k+

What’s Your Income? DIRECTOR / HEAD OF PRODUCT PMALA 2013 Survey This data is from the PMA.LA survey of its members. There were 79 respondents pma.la QTY PCT <$50k 0 0% $50-70k 0 0% $71-90k 0 0% $91-110k 0 0% $111-130k 1 5% $131-150k 5 25% $151k+ 15 71% 5% 25% 71% 0% 10% 20% 30% 40% 50% 60% 70% 80% $111-130k $131-150k $151k+

Your Personality (Myers-Briggs) Survey Results PMALA 2013 Survey This data is from the PMA.LA survey of its members. There were 79 respondents pma.la 7% 12% 12% 10% 2% 7% 7% 5% 29% 7% 2% ENFJ (Teacher) ENFP (Champion) ENTJ (Field Marshall) ENTP (Inventor) ESFJ (Provider) ESTJ (Supervisor) INFJ (Counselor) INFP (Healer) INTJ (Mastermind) INTP (Architect) ISTJ (Inspector) QTY PCT ENFJ (Teacher) 3 7% ENFP (Champion) 5 12% ENTJ (Field Marshall) 5 12% ENTP (Inventor) 4 10% ESFJ (Provider) 1 2% ESTJ (Supervisor) 3 7% INFJ (Counselor) 3 7% INFP (Healer) 2 5% INTJ (Mastermind) 12 29% INTP (Architect) 3 7% ISTJ (Inspector) 1 2% INTJ is less than 2% of the general population.

Your Interests Survey Results PMALA 2013 Survey This data is from the PMA.LA survey of its members. There were 79 respondents pma.la Vision & Strategy ownership 67.90% Interdisciplinary 66.10% User Experience Design 51.80% Technology 28.60% Product Roadmap Planning 23.20% Market research 23.20% Business Development 14.30% Management visibility 12.50% Day-to-Day operations 7.10% Optimization & Analytics 7.10% Scrum & Sprint planning 19.60% Day-to-Day operations 19.60% Realistic expectations 17.70% Role definition 13.70% Marketing 9.80% Business Development 5.90% Communication 3.90% Management visibility 3.90% Technology 2.00% Professional 2.00% Favorite Aspects Least Favorite

LA Product Persona Who’s the Typical Digital Product Mgr in LA? THE JOB TITLE Product Manager REPORTING LINE CEO & General Manager LOCATION Santa Monica FIELD Consumer Internet CERTIFICATIONS Agile/Scrum PREVIOUS PROFESSION Engineering or Project Mgmt THE PERSON AGE 39.3 Years Old GENDER Male PERSONALITY (MYERS-BRIGGS) INTJ (Mastermind) INCOME $110-$130k FAVORITE PART OF JOB Strategy & UX LEAST FAVORITE PART OF JOB Scrum/Agile & Operations An interesting paradox

2014 Survey Goals  Statistical Confidence: 300+ Responses  Improved Design: No more “other” Dead Ends  Interaction: Effects of Multi Variables eg how important is an MBA?

Who is pma.la? SERVICES android, gmail, google, blogger and etc. @laproductmgrs http://PMA.LA @laproductmanagers Prod Mgmt Assoc of LA (PMALA) Organization of 850+ digital product managers and strategists. Quarterly meetups and annual ProductCamp.LA. +PmaLa

SERVICES android, gmail, google, blogge r and etc. About Neal Cabage Digital product architect. Founder of ProductCamp.LA and PMA.LA. Built &sold two startups. Authored the book, The Smarter Startup. Who is the Speaker? @nealcabage http://nealcabage.com @nealcabage +nealcabage

Provided by pma.la Thank You!

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