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Product Management - Isaac Souweine for FounderFuel

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Information about Product Management - Isaac Souweine for FounderFuel
Business & Mgmt

Published on February 27, 2014

Author: FounderFuel

Source: slideshare.net

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What is Product Mgmt and Why Should You Care? By Isaac Souweine Head of Product Management @ Frank & Oak Presented to Founder Fuel Feb 26, 2014

Personal Intro ● ● ● ● ● ● Columbia (Religion) Scholastic INSEAD Yahoo Pollenizer Frank & Oak

Group Checkin

I. why should you care?

product managers partner with devs, design and business to bring products to market that drive business value http://www.mindtheproduct.com/2011/10/what-exactly-is-a-product-manager/

discussions of product management typically assume highly specialized organizations UX design BD Mktng PM PMO Eng. Sales Customers VPs

and that diagram is a massive understatement HR UX FIN M&A LAW strat design BD Mktng PM PMO Eng. Sales Cust svc Customers BI INF Ops VPs

the context is appropriate considering who invented product management UX design BD Mktng PM PMO Eng. Sales Customers VPs

and who practices it at scale today UX design BD Mktng PM PMO Eng. Sales Customers VPs

meanwhile, this is the context of an early stage startup Biz cofounder Tech cofounder Customers

or maybe this Biz Tech Customers Design

also known as Huster Hacker Customers Hipster

or perhaps your hipster is more on the marketing side Biz Tech Customers Mktng

whatever the case, your team is tiny. whereas product management is about managing complex organizations. so why should you care?

II. why you should care

Early stage startups are temporary organizations in search of product/market fit market product

They seek product/market fit by conducting build/measure/learn cycles LEARN market MEASURE product BUILD

Big company PMs are actually trying to run similar cycles LEARN UX design BD Mktng PM PMO Eng. Sales BUILD VPs Customers MEASURE

They just have a lot more people involved in the process LEARN UX design BD Mktng PM PMO Eng. Sales BUILD VPs Customers MEASURE

which means a lot more stakeholder engagement LEARN UX design BD Mktng PM PMO Eng. Sales BUILD VPs Customers MEASURE

and a very long and filtered learning process LEARN UX design BD Mktng PM PMO Eng. Sales BUILD VPs Customers MEASURE

all that complexity should not be that interesting to early stage startups LEARN UX design BD Mktng PM PMO Eng. Sales BUILD VPs Customers MEASURE

But the way PMs run build/measure/learn is relevant LEARN UX design BD Mktng PM PMO Eng. Sales BUILD VPs Customers MEASURE

III. what is product management?

so here is a list of what these big company PMs do ● ● ● ● ● ● understand strategize prioritize specify analyze grind + ● communicate ● negotiate ● motivate

you can divide the list into two areas ● ● ● ● ● ● understand strategize prioritize specify analyze grind Manage complexity + ● communicate ● negotiate ● motivate Build, Measure, Learn

of course we care more about the stuff on the left ● ● ● ● ● ● understand strategize prioritize specify analyze grind Manage complexity + ● communicate ● negotiate ● motivate Build, Measure, Learn

a list which maps pretty well to the B/M/L triangle LEARN ● understand ● strategize ● analyze ● grind MEASURE BUILD ● prioritize ● specify

understand ● ● ● ● ● ● know your market deeply market size and dynamics competitors trends (macro and micro) customer profiles use cases

strategize ● ● ● ● ● ● ● craft a compelling vision value proposition feature set KPIs brand alignment monetization acquisition flow

prioritize ● ● ● ● decide what to build ROI technical understanding speed vs. scale

specify ● ● ● ● ● ● ● describe what to build user stories wireframing copy edge cases errors and help success metrics

analyze ● ● ● ● ● understand what happened web analytics funnel analysis spreadsheets data integrity

grind ● ● ● ● ● ● do whatever it takes customer engagement qa developer enablement late nights and early mornings wrangling of all kinds

there are a few paths to the product management role ● marketing > PM ● engineering > PM ● UX > PM

IV. so should you have a product manager?

a lot of what PMs do is extremely relevant to early stage companies ● ● ● ● ● ● understand strategize prioritize specify analyze grind Biz Tech Mktng

but does that mean someone on your team should be a product manager? Biz Tech PM

of course the short answer is that it depends Biz Tech ?

Pollenizer (AU) runs three person teams with a designated lean product manager. In this setup the LPM covers customer development and parts of growth. Biz Tech LPM

A designated PM role can also make a ton of sense for larger startup teams Biz Tech Tech PM Mktng Design

On the other hand, the marketing function can double as PM (reverse Pollenizer model) Biz Tech Mktng

In other cases, the business lead can share product management responsibility Biz Tech Mktng

Or simply owns it completely in a two person team Biz Tech

In design heavy teams the designer can play the PM role, especially if she comes from a UX background Biz Tech Design

in the end, it doesn’t matter so much whether you have the formal role of PM LEARN product market PM MEASURE BUILD

what matters is that your team is set up to drive effective B/M/L cycles LEARN market MEASURE product BUILD

THANK YOU!!

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