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Mike Goos
https://www.linkedin.com/in/mikegoos
 Former Sr. Director of PM at Shutterfly
 Angel investor in BeamAuthentic (IoT)
 Former advisor to Box (pre-IPO)
 20 years of product management and UX
2
3
 Product Manager’s Role
 The 3 Questions
 Functional Skills
 Domain Expertise
 Taking Ownership
 Personal Gap Analysis
 Michelle & Maurice
 Your own
 Tools
 Training
4
 What is our product?
 Who is it for?
 Why is it valuable?
5
 Gathering Requirements
 Writing User Stories
 Grooming a Backlog
 Listening to Feedback
 Analyzing Data
 Prioritizing Features
 UnderstandingYourTarget Market
 Identifying Under-served Customer Needs
 Writing a MVP Document
 InfluencingTeam Members
 Measuring KPIs Objectively
6
 Market Category
 Examples:
 eCommerce, Mobile, Social, Games, FinTech, AR
 Target Market
 Customer interactions (e.g., sales, biz dev,
customer support)
 Primary/secondary research (e.g., product
marketing, business analytics)
7
8
 Entire pie is owned
by product team
 Each slice is equally
important (and delicious)
 You own a piece
 All pieces required
 Each piece highlighted
per phase of process
9
 Entire pie is owned
by product team
 Each slice is equally
important (and delicious)
 You own a piece
 All pieces required
 Each piece highlighted
per phase of process
10
Eng
Des
PM
QA
CS
Mkt
 OK for a dog
 Not OK for a PM
11
 Discover
 Discuss
 Define
 Demonstrate
 Decide
 Direction
12
13
 Product management pillars
 Marketing
 Technical
 Business
 Communication Style
 Relevant for all experience levels
14
 Marketing
 Segment vs. Category
 Size and rate of growth
 Direct/indirect competitors
 Points of Differentiation
 Positioning/Benefits
 Technical
 Stack
 Trends
 Performance
 Business
 Business Cases
 Revenue Model
 Pricing
 Make/Buy/Partner
 Legal Environment
 Communication Style
 Internal/external audiences
 Written vs. Spoken
 Executives vs.Team
15
 Previous role:
 Market research analyst
 Current role:
 Product manager for an
eCommerce company
 Current score:
 Marketing: B+
 Technical: C
 Business: B
 Communication Style: A
16
 Previous role:
 Sr. Sales Engineer
 Current role:
 Product Lead for
enterprise SaaS company
 Current score:
 Marketing: C-
 Technical: A
 Business: B-
 Communication Style: B-
17
 Define the PM pillars for yourself
 Marketing
 Technical
 Business
 Communication Style
 Choose any grading system
 Record a benchmark for each pillar
 Set realistic goals for future improvement
 Quarterly
 Annually
 Option: Share personal gap analysis with your
manager and use for performance evaluations
18
19
 Creation
 MS Office/365
 Google Docs
 Lo-Fi: Balsamiq, Marvel
 Hi-Fi: InVision, Flinto
 Collaboration
 Whiteboards
 Google Docs
 Slack
 Lunch
20
 Books
 The Lean Product Playbook
 Hooked
 The Product Book
 Groups
 SF PM Meetup
 Lean Product Meetup
 Classes
 Product School
 MindThe ProductWorkshop
 Mentor
 Your manager
 A colleague
21
 Posts (e.g., blogs, news feeds,Twitter, LI)
 Good ProductTeam/Bad ProductTeam
 Inspired by 1996 posting (Good PM/Bad PM) from
Ben Horowitz when he was Director of PM at
Netscape
 By, Marty Cagan
▪ Author of Inspired: How to Create Products
Customers Love
 https://svpg.com/good-product-team-bad-
product-team/
22
23
 R - Responsible
 A - Accountable
 S - Supporter
 C - Consulting
 I - Informed
24
 Source: McKinsey, May 2017
 Explaining 3 PM Archetypes
 1PM : 7-10 Eng
25

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Product Manager Getting Started Guide

  • 2.  Former Sr. Director of PM at Shutterfly  Angel investor in BeamAuthentic (IoT)  Former advisor to Box (pre-IPO)  20 years of product management and UX 2
  • 3. 3
  • 4.  Product Manager’s Role  The 3 Questions  Functional Skills  Domain Expertise  Taking Ownership  Personal Gap Analysis  Michelle & Maurice  Your own  Tools  Training 4
  • 5.  What is our product?  Who is it for?  Why is it valuable? 5
  • 6.  Gathering Requirements  Writing User Stories  Grooming a Backlog  Listening to Feedback  Analyzing Data  Prioritizing Features  UnderstandingYourTarget Market  Identifying Under-served Customer Needs  Writing a MVP Document  InfluencingTeam Members  Measuring KPIs Objectively 6
  • 7.  Market Category  Examples:  eCommerce, Mobile, Social, Games, FinTech, AR  Target Market  Customer interactions (e.g., sales, biz dev, customer support)  Primary/secondary research (e.g., product marketing, business analytics) 7
  • 8. 8
  • 9.  Entire pie is owned by product team  Each slice is equally important (and delicious)  You own a piece  All pieces required  Each piece highlighted per phase of process 9
  • 10.  Entire pie is owned by product team  Each slice is equally important (and delicious)  You own a piece  All pieces required  Each piece highlighted per phase of process 10 Eng Des PM QA CS Mkt
  • 11.  OK for a dog  Not OK for a PM 11
  • 12.  Discover  Discuss  Define  Demonstrate  Decide  Direction 12
  • 13. 13
  • 14.  Product management pillars  Marketing  Technical  Business  Communication Style  Relevant for all experience levels 14
  • 15.  Marketing  Segment vs. Category  Size and rate of growth  Direct/indirect competitors  Points of Differentiation  Positioning/Benefits  Technical  Stack  Trends  Performance  Business  Business Cases  Revenue Model  Pricing  Make/Buy/Partner  Legal Environment  Communication Style  Internal/external audiences  Written vs. Spoken  Executives vs.Team 15
  • 16.  Previous role:  Market research analyst  Current role:  Product manager for an eCommerce company  Current score:  Marketing: B+  Technical: C  Business: B  Communication Style: A 16
  • 17.  Previous role:  Sr. Sales Engineer  Current role:  Product Lead for enterprise SaaS company  Current score:  Marketing: C-  Technical: A  Business: B-  Communication Style: B- 17
  • 18.  Define the PM pillars for yourself  Marketing  Technical  Business  Communication Style  Choose any grading system  Record a benchmark for each pillar  Set realistic goals for future improvement  Quarterly  Annually  Option: Share personal gap analysis with your manager and use for performance evaluations 18
  • 19. 19
  • 20.  Creation  MS Office/365  Google Docs  Lo-Fi: Balsamiq, Marvel  Hi-Fi: InVision, Flinto  Collaboration  Whiteboards  Google Docs  Slack  Lunch 20
  • 21.  Books  The Lean Product Playbook  Hooked  The Product Book  Groups  SF PM Meetup  Lean Product Meetup  Classes  Product School  MindThe ProductWorkshop  Mentor  Your manager  A colleague 21
  • 22.  Posts (e.g., blogs, news feeds,Twitter, LI)  Good ProductTeam/Bad ProductTeam  Inspired by 1996 posting (Good PM/Bad PM) from Ben Horowitz when he was Director of PM at Netscape  By, Marty Cagan ▪ Author of Inspired: How to Create Products Customers Love  https://svpg.com/good-product-team-bad- product-team/ 22
  • 23. 23
  • 24.  R - Responsible  A - Accountable  S - Supporter  C - Consulting  I - Informed 24
  • 25.  Source: McKinsey, May 2017  Explaining 3 PM Archetypes  1PM : 7-10 Eng 25