Rockaway Academy #3 – Product Management with Hubert Palan (ProductBoard)

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Helping product leaders discover & make products people want.

@hpalan

Hubert Palan

productboard Copyright © 2015 ProductBoard, Inc. All rights reserved.

Product strategy foundations

Best practice PM process

Role of Product Management

productboard’s vision & demo

The plan for today

Questions? fire away!


Most products fail. Most features are hardly ever used.

Why?

We make products nobody wants.


The World

PEOPLE

PROBLEMS PRODUCTS


The World

Is the problem painful enough? Is the product good enough?

Is there enough people?

PEOPLE

PROBLEMS PRODUCTS


The People

Minimum Viable Market

Mar

ket S

ize


The Problem

What jobs are people trying to get done?


“People don't want to buy a quarter-inch drill, they want a quarter-inch hole.”

-Theodore Levitt

photo credit photoXpress

http://www.everystockphoto.com/photo.php?imageId=4903092&searchId=1f9692954260cc25b195957eae24ef62&npos=151


The Product


The World

PEOPLE

PROBLEMS PRODUCTS

Ideal product-market fit

Ideal>

Value proposition


The World

PEOPLE

PROBLEMS PRODUCTS

Niche pain-killer

PEOPLE

PROBLEMS PRODUCTS

PEOPLE

PROBLEMS PRODUCTS

Ideal>

Real

Vitamin Mediocre product

Value proposition


Strategy

http://www.aeromobil.com/

http://www.aeromobil.com/


Go-to-market-strategy


“Product-market fit means being in a good market with a product that can satisfy that market.” - Marc Andreessen, a16z

“Product-market fit is when people sell for you.” - Josh Porter, author of Designing for the Social Web

Myth #1: Product market fit is always a discrete, big bang event Myth #2: It’s patently obvious when you have product market fit Myth #3: Once you achieve product market fit, you can’t lose it Myth #4: Once you have product-market fit, you don’t have to sweat the competition - Ben Horowitz, a16z

“Product-market fit is when 100% of your customers are using 100% of your features” - Des Traynor, Intercom

“Product-market fit can be measured according to a specific metric: when, in a survey, at least 40% of users say they would be “very disappointed” without your product or service. - Sean Ellis

What is Product-Market fit?


Why does identifying Product-Market fit matter?



Minimum Viable Product

Problem

Solution

Value Prop

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Solution

Problem

Value Prop

!!!!!!! !!!!!!! !!!!!!! !!!!!!! !!!!!!!

""""""" """"""" """"""" """"""" """""""

!!!!!!! !!!!!!! !!!!!!! !!!!!!! !!!!!!!

Solution

Problem

Value Prop

""""""" """"""" """"""" """"""" """""""

Mar

ket

Prod

uct

1. Problem - Solution

Fit

2. Product - Market

Fit

3. Scale within

Market

4. Expand to other

Markets

!!!!!!! !!!!!!! !!!!!!! !!!!!!! !!!!!!!

Solution

Problem

Value Prop

""""""" """"""" """"""" """"""" """""""

The right way to build a business



1. Problem - Solution

Fit

2. Product - Market

Fit

Minimum Viable Product

Problem

Solution

Value Prop

!!!!!!! !!!!!!! !!!!!!! !!!!!!! !!!!!!!

""""""" """"""" """"""" """"""" """""""

Solution

Problem

Value Prop

!!!!!!! !!!!!!! !!!!!!! !!!!!!! !!!!!!!

""""""" """"""" """"""" """"""" """""""

3. Scale within

Markets

!!!!!!! !!!!!!! !!!!!!! !!!!!!! !!!!!!!

Solution

Problem

Value Prop

""""""" """"""" """"""" """"""" """""""

Mar

ket

Prod

uct

4. Expand to other

Markets

!!!!!!! !!!!!!! !!!!!!! !!!!!!! !!!!!!!

Solution

Problem

Value Prop

""""""" """"""" """"""" """"""" """""""

wrong

across

Mis

Die

The right way to build a business


PEOPLE

PROBLEMS PRODUCTS






The plan for today



Best practice Product Management process

Deliver a good enough product

Define Go-to-market

strategy

Discover Value

Proposition Clearly describe target people, problems and products

Define how you are gonna get to the target value proposition - with clear jobs and priorities

Deliver through lean development process


Get jobs done better

Get more jobs doneJob 1 Job 2 Job 3

good enough

Define clear focus

Job 4



Go-to-market-strategyExample - Lets build a house

Get shelter for me and my wife

Stay clean and healthy

Make meals

Enjoy family time

Park my car

Problems

Bath Bedroom

Kitchen Living room Garage

Product


Methodologies combined Execution






The plan for today



What is Product Management?

The art and science of making products people want.

productboard Strictly Confidential. Copyright © 2015 ProductBoard, Inc. All rights reserved.

Product Managers are in the center of it all

Executives

DevelopmentSales

Marketing Support

Product Management

product bits

field input, commitments market feedback

vision, targets, resources, budget

strategy, forecasts, commitments, roadmaps, competitive intelligence

market context, priorities, requirements, roadmaps, epics, user stories, personas…

segmentation, messages, benefits/features, pricing, qualifications, demos, roadmap

Technology Business courtesy of @richmironov


Executives

DevelopmentSales

Marketing Support

Product Management

BusinessTechnology


The story of alignment


Who are they?


Always outline the trinity

PEOPLE

PROBLEMS PRODUCTS

Value proposition


Thank you and please reach out to me!

Hubert Palanwww.linkedin.com/in/hubertpalan @hpalan [email protected]

http://productboard.com

http://www.linkedin.com/in/hubertpalan

mailto:[email protected]

http://productboard.com

Rockaway Academy #3 – Product Management with Hubert Palan (ProductBoard)

Leadership & Management

Transcript of Rockaway Academy #3 – Product Management with Hubert Palan (ProductBoard)