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Product Management Best Practices
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
Introductions and Objectives
• Who are you?
• What is your elevator pitch?
• What do want to leave with today?
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?
What drives your product today?
Founder vision
Single large customer
Sales opportunities & promises
Technical visionary
Support, operations, customer success
Bug list, technical debt, dev tools
Impressing investors
Market problems
How can I build a successful product?
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
24
Lean Startup
Lean Canvas Business Model
“Get Out
Of T he
Building ”
Steve Blank
15
Customer Development
Build, Measure, Learn Iterations
Agile software development
Pirate Metrics
Product Market Fit
How do I translate my product ideas into something
developers can build?
Start with your Business Model Canvas
Value proposition: high level product requirements
User Stories
Epics
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
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
Build and launch incrementally
Agile Scrum Team
Product Roadmap
How do I prioritize all our great ideas for the product?
Great ideas come from many places
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
Prioritize problems to solve
• Urgent
• Pervasive
• Market is willing to pay
Prioritization matrix example
Who? What? Why? Market Size
Value Size X Value
Dev Size ROI Strategic Fit
Final Priority
Position the product/feature before you build it
ProblemPrimary message
SolutionProduct
description
UniquenessSolution-oriented features
Innovate to solve market problems
Build - using your distinctive competencies
Buy or Partner – for the rest
Where can I get more advice and support?
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)
Recommended reading
BUSINESSMARKET PROGRAMSPLANNING SUPPORTREADINESS
ST
RA
TE
GY
EX
EC
UT
ION
FOCUS
Pragmatic Marketing Framework
Pricing
Buy, Build
or Partner
Business
Plan
Product
Profitability
Win/Loss
Analysis
Distinctive
Competencies
Market
Problems
Marketing
Plan
Customer
Acquisition
Customer
Retention
Program
Effectiveness
Buying
Process
Buyer
Personas
User
Personas
Positioning
Product
Portfolio
Market
Definition
Distribution
Strategy
InnovationCompetitive
Landscape
Asset
Assessment
Lead
Generation
Thought
Leadership
Referrals &
References
Launch
Plan
Use
Scenarios
Requirements
Stakeholder
Communications
Product
Roadmap
Presentations
& Demos
Event
Support
“Special”
Calls
Channel
Support
Channel
Training
Sales
Process
Collateral
Sales
Tools
©1993-2016 Pragmatic Marketing Framework™0915
What does a Product Manager do?
For more info: Rosalee [email protected]