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1-0 Product Management (redirected from Product-Management-101)

Page history last edited by Al Yeh 10 years, 1 month ago

SILICON VALLEY PRODUCT CAMP 2011

 

SESSION INFORMATION

  • Session ID:          1597529
  • Session Title:       1.0 Product Management   
  • Presenter:            Kapil Raina / bmw_applepie@yahoo.com 
  • Note Taker:          Al Yeh / al_yeh@yahoo.com 
  • Date:                   April 2, 2011
  • Location:              eBay Town Hall / San Jose, California

 

YOU ARE

  • PM/Inbound ~ 30
  • PM/Outbound ~ 30
  • PMM/Pre-Sales ~ 7
  • Other ~ 10-15

 

KAPIL’S BACKGROUND

  • Engineering/Development > Technical Product Management
  • Experience: 15+ years in enterprise and consumer technology
  • Companies: VeriSign, VMWare, IronKey and various startups

 

1.0 DEFINITION

1.0 IS ~

1.0 IS NOT ~

  • New product in new market  
  • New product in existing market 
  • Market maker “game changer” 
  • New service 
  • Highly risky 
  • New feature
  • Change in product mix
  • Change in pricing
  • Customization
  • Known market 

Fundamentally a game of managing risk

Biggest enemy ~ TIME

 

GOALS OF A 1.0

1. Test a thesis

2. Market validation

3. Market share capture

 

Basic questions with a 1.0 launch:

  • Right user problem to solve?
  • Is demand creation sufficient?
  • Can you leap frog competitors?

 

Setting expectations is important upfront

 

CONCEPT OF 1.0

1. What is the ONE thing that will make product shine?

  • Apple ~ iPod, simplicity and synchronized with Mac
  • Google ~ Search engine with accurate results

2. What if you don’t launch?

  • What are competitors doing?
  • Company’s budgeting cycle

3. What are alternatives for the user/customer?

  • Easy workarounds

4. Who are the parties?

  • Customer ~ influencer
  • User ~ drives buyer/ can influence buyer
  • Buyer ~ business driver

5. What are your resources?

  • Time
  • People
  • Budget for testing

 

TESTING 1.0

A. Tools

1. Wireframes (simple model)

2. Powerpoint (paper demo)

3. Prototypes (functional demo)

B. Techniques

1. Expert validation

2. Customer validation

  • Success is when customer adopts ~ buys, signs up, uses, etc
  • Generally not very successful ~ because of there is not enough data due to time/money

3. Agile technology

  • Iteration is essential

 

DEVELOPMENT STRATEGIES

A. Reduce Risk

1. Focus on hard problems

  • Highest risk items ~ long pole
  • Break it down into pieces
  • Detail assumptions, not requirements
  • Get your personas right ~ user vs customer vs decision makers

2. Reduce 1.0 to one or two key elements

  • Not what you want, but what the customer needs
  • Don’t get distracted with bells, whistles or engineers

B. Tiger Focus

1. Tiger Team

  • Architect, UI/UX (User Interface/User Experience), PM, Lead Engineer
  • Keep it small, focused
  • Direct access to all resources

2. Key Milestones

  • Conference, Board Meeting, Customer Visit

3. Frequent Communication

4. Executive Sponsor

 

GETTING TO MARKET

A. Launch

1. Pre-sales must rely on you

2. Work closely with Marketing to ensure the right…

3. Listen

4. Soft launch

5. Feedback

6. Consumer ~ PR prior to launch

 

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