Product Camp LA Keynote - 1 March 2014

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Information about Product Camp LA Keynote - 1 March 2014
Business & Mgmt

Published on March 3, 2014

Author: RichMironov



Keynote from Product Camp LA 2014. Maps out good / better / best for various dimensions of tech product management and introduces lighthearted idea of "minimum viable product management." Mostly images and big ideas, rather than detailed checklists or how-to.

Product CLICK Management: TOGood, Better, Best EDIT Rich Mironov MASTEMarch 2014 1 R TITLE © Rich Mironov, 2014 1

ABOUT RICH MIRONOV • Veteran product manager/executive • 6 startups, including as CEO • “The Art of Product Management” • First Product Camp, first product tracks at Agile conference PCamp.LA 1Mar14 2

HARD TO QUANTIFY PRODUCT MANAGEMENT EXCELLENCE • Focus on deliverables and processes • Engineering and Marketing notice promptness before quality • But great product management >> deliverables • We earn our pay by making hard decisions PCamp.LA 1Mar14 3




GOOD, BETTER, GREAT PRODUCT MANAGEMENT • “Minimally viable product manager” • Learn the tools, keep the product process flowing • Technical mastery • Best practices, efficient processes, successful products • Strategist • Creative solutions, competitive advantage, seeing around corners PCamp.LA 1Mar14 7

FOUR ASPECTS • Market insight • Agile • Pricing • Organizational thinking PCamp.LA 1Mar14 8

MINIMALLY VIABLE MARKET INSIGHT “Daddy said that customers will want this.” PCamp.LA 1Mar14 9



MINIMALLY VIABLE AGILE PRODUCT OWNERSHIP • Choose a model • Play your part • Make some music PCamp.LA 1Mar14 12

TECHNICAL MASTERY OF AGILE PRODUCT OWNERSHIP • Teamwork • Right-sized stories • Groomed backlog • Efficient planning • Harmony PCamp.LA 1Mar14 13

TRANSCENDING TEXTBOOK PROCESSES • Whole team contributes to market insights • “Customer problems are we trying to solve” instead of “what customers asked for” PCamp.LA 1Mar14 14

MINIMALLY VIABLE PRICING We have a price • Matches competition • Doesn’t delay launch B2B: $20 per month per user PCamp.LA 1Mar14 15

Core feature #1 Core feature #2 Core feature #3 Baseline support (5*8, email) Baseline capacity Monthly newsletter Major upgrade feature Cool feature Extra capacity Expanded service hours (6*12) Professional feature Tons of capacity Concierge service (24*7, phone) Golf with sales rep CEO welcomealetter A 1 M a r 1 4 PC mp.L √ √ √ √ √ √ Advanced Apply wellknown models correctly Expanded Basic TECHNICAL MASTERY OF PRICING √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ 16

STRATEGIC MARKETPLACE DISRUPTION THROUGH PRICING New pricing model changes basis of competition PCamp.LA 1Mar14 17

PCamp.LA 1Mar14 18

MINIMALLY VIABLE ORGANIZATIONAL SKILLS • Plays well with others • Sales is willing to invite to customer meetings PCamp.LA 1Mar14 19

TECHNICAL MASTERY OF ORGANIZATIONAL MODELS • Knows what motivates stakeholders and team • Smoothly leads without authority • Understands org charts and organizational structures PCamp.LA 1Mar14 20

STRATEGIC INSIGHT INTO PEOPLE AND ORGANIZATIONS • Sorts roles from personalities, anticipates behaviors • Coaches across all levels and functions • Given our executive team, how should we be structured? PCamp.LA 1Mar14 21

SO A GREAT PRODUCT MANAGER… Deeply understands customer needs… Can quantify the value of solutions… Partners to get great product built… Gently manages the organization… Helps customers discover/appreciate/buy PCamp.LA 1Mar14 22

CLICK TO EDIT MASTE R TITLE CONTACT Rich Mironov San Francisco, CA 94102 PCamp.LA RichMironov @RichMironov 1Mar14 23

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