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
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- 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?
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
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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