SPM22 - Software Product Management in Practice
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Customer Experience Solutions. Delivered. 1 Software Product Management or How Software companies work Ronald Wanink
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Guest lecture by Ronald Wanink for the course Software Product Management at Utrecht University 2014.
Transcript of SPM22 - Software Product Management in Practice
Customer Experience Solutions. Delivered. 1
Software Product Management or
How Software companies work
Ronald Wanink
Customer Experience Solutions. Delivered. 2
Ronald Wanink
Customer Experience Solutions. Delivered. 3
Customer Experience Solutions. Delivered. 4
Customer Experience Solutions. Delivered. 5
Customer Experience Solutions. Delivered. 6
Product Manager
Customer Experience Solutions. Delivered. 7
Product Marketing Manager
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Product Manager
Customer Experience Solutions. Delivered. 9
VP Products
Customer Experience Solutions. Delivered. 10
CTO
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That's me!
Customer Experience Solutions. Delivered. 12
Software Product Manager
Customer Experience Solutions. Delivered. 13
It's a job...
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€ 40k – 80k
(3000 – 6000 euro monthly)
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Software product management
≠
product management
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Customer Experience Solutions. Delivered. 17
Requires experience with...
Software development
Marketing Sales
Consulting
Product Marketing
Product Management
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So, it's an senior job
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Software Company =
R&D makes software +
Sales sells software +
Services supports software
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Why products?
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Why need a product manager?
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The company, from a product manager perspective
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Customer Experience Solutions. Delivered. 24
Customer Experience Solutions. Delivered. 25
Who makes
successful products
?
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Sales & marketing
● $$$
● Feature requests to close deals ● Platform support
● Localization
● End-of-quarter
● “No great product, please...”
● “Great product please…!” Wiegert (sales)
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Services & support
● Bugs and feature requests ● Implementation frameworks
● Migration support
● APIs
● “PM doesn't know how the product is used” ● “Quality sucks”
● Stop building new stuff, make the old stuff work!
Querijn (consultant)
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Research & development
● Today's value... ● Tomorrow's technology
● Vision is scarce
● Rewrite & re-architecture ● Maintainability
● Never fight developers
● “New is nice” Martijn (developer)
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CEO
Customer escalations
Predictability
M&A support
IP management
Why does it take so long?
“I'm the boss” Jouk (CEO)
Customer Experience Solutions. Delivered. 30
Uhh…what about the Customers?
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Customer Experience Solutions. Delivered. 32
So. It's a job...
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Customer Experience Solutions. Delivered. 34
Customer Experience Solutions. Delivered. 35
It's a political job...
Lots of influence, no power You can get fired.
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Making the right choices
=
Make the right stakeholders unhappy
Why product managers are hired/fired
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Product management
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Software
(on-premise
or
as-a-service )
Product management
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A week of Product management
… build, buy, partner, demos, training, marketing, perception, proposition, community, acquisitions,
roadmap, packaged services, code samples, vision, support, policies, hacking
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Monday: understand the market -> marketing
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Marketing does not understand markets
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Customer Experience Solutions. Delivered. 43
Backbase
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Imagine you're the CEO of a bank...
● You screwed your customers for 10 years
● Your company's perceived value is low and expensive
● Your reputation is horrible
● Your shareholders push for growth and profit
● You're competition is lean and unexpected
● You stopped all interactions, except your website
● You cannot use your (mobile) website, IT blocks it
● You know that your competition can use theirs
● Your offshored IT cannot keep it secure and 24/7
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Market analysis
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Market analysis
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Market analysis
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Business case
Costs
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Tueday: positioning
R&D: too technical Sales: too many
Marketing: “we sell everything”
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“Nobody buys drills, they buy holes” Theodore Levitt
Positioning - II
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Positioning - III
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Backbase positioning
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Tuesday: R&D
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Teach R&D the real world
● http://☃.net
● Explain UTC-12 to UTC+14
● JSON Web Token
● Explain latency in Russia
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Wednesday: Analyst relations
Very important!
sell the product
& the company
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Analysts
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Wednesday: due diligence
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Customer Experience Solutions. Delivered. 61
Licensing & intellectual property
Important for legal & due dilligences
Developers don't know & don't care
Lawyers don't understand
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Thursday: requirements management
Everybody is biased
KECH:
customers do care!
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Pre sales usability
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After sales usability
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Friday: Platform support
Platform support
Localization
Integrations
50% of R&D costs
Be very specific...
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Friday: Product quality
Pre and after-sales quality are different things
Usability
Performance
Cost/Perception ratio
Quality requirements process
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Friday: development efficiency
Speed vs. effectiveness
Block interruptions
Limit platform support
Technology choices
SCRUM
Off shoring
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Things fail without a PM
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Product manager
It's a great job!
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Product manager
How to get that great job?
Customer Experience Solutions. Delivered. 72
Product manager
How to get a job?
Customer Experience Solutions. Delivered. 73
