Product Management Best Practices - WordPress.com · Buyer Personas User Personas Positioning...
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Product Management Best Practices
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Rosalee Gordon
VP Product, Payload Technologies
Founder and VP, Product Calgary Association
Executive Director, Calgary Associate Product Manager (APM) Program
Deal screener, Valhalla Capital
Project Advisory Committee, TECTERRA
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Introductions and Objectives
• Who are you?
• What is your elevator pitch?
• What do want to leave with today?
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Questions to consider
What drives your product today?
How can I build a successful product?
How do I translate my product ideas into something developers can build?
How do I prioritize all the new ideas I have for the product?
Where can I get more advice and support?
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What drives your product today?
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Founder vision
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Single large customer
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Sales opportunities & promises
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Technical visionary
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Support, operations, customer success
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Bug list, technical debt, dev tools
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Impressing investors
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Market problems
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How can I build a successful product?
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80% of all new products and startups fail
This is a huge waste
“Fail fast” to minimize waste and maximize learning
Learn fast and succeed
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24
Lean Startup
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Lean Canvas Business Model
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“Get Out
Of T he
Building ”
Steve Blank
15
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Customer Development
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Build, Measure, Learn Iterations
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Agile software development
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Pirate Metrics
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Product Market Fit
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How do I translate my product ideas into something
developers can build?
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Start with your Business Model Canvas
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Value proposition: high level product requirements
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User Stories
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Epics
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Con
Product Requirements template in Confluence
Goals of the feature
Background & strategic fit
Requirements (user stories)
User interaction & design
Questions & outcomes
Not doing
Assumptions
Epic
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Wireframes and prototypes
https://proto.iohttps://origami.designhttps://www.invisionapp.comhttps://marvelappcom
TOOLSPaper sketches – use index cards for mobile apps!Powerpoint – use hyperlinks & action buttons to link slides for clickable buttonsSofware
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Build and launch incrementally
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Agile Scrum Team
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Product Roadmap
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How do I prioritize all our great ideas for the product?
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Great ideas come from many places
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In addition, go out and proactively identify market problems worth solving
Customers Evaluators Potential customers
Noisy 20% Silent 80%
Discuss problems or jobs to be done, not features
Win/loss interviews Find them. Validate they have same problem.
Observe: What they do is more important than what they say
Main factors in buy / no buy decision
Discuss problems or jobs to be done, not features
Look for early adopter mindset Alternatives considered for solving the problem
Observe: What they do is more important than what they say
Look for early adopter mindset
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Prioritize problems to solve
• Urgent
• Pervasive
• Market is willing to pay
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Prioritization matrix example
Who? What? Why? Market Size
Value Size X Value
Dev Size ROI Strategic Fit
Final Priority
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Position the product/feature before you build it
ProblemPrimary message
SolutionProduct
description
UniquenessSolution-oriented features
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Innovate to solve market problems
Build - using your distinctive competencies
Buy or Partner – for the rest
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Where can I get more advice and support?
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Additional resources on product management
• Local community• Product Calgary meetups
• Product Calgary APM
• Training• Pragmatic Marketing
• Certified Scrum Product Owner (software)
• Blogs• Mind the Product (software)
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Recommended reading
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BUSINESSMARKET PROGRAMSPLANNING SUPPORTREADINESS
ST
RA
TE
GY
EX
EC
UT
ION
FOCUS
Pragmatic Marketing Framework
Pricing
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or Partner
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Plan
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Profitability
Win/Loss
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Competencies
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Effectiveness
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Personas
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Definition
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InnovationCompetitive
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Generation
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References
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& Demos
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©1993-2016 Pragmatic Marketing Framework™0915
What does a Product Manager do?
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For more info: Rosalee [email protected]