Practical product management technique for internet software startup. Presented at GeekCamp 2015 by KMK Labs References: - PM job role https://medium.com/@joshelman/a-product-managers-job-63c09a43d0ec - UX as a stack http://www.slideshare.net/intelleto/designing-with-lean-ux-rapid-product-design-ux-lisbon-2014 - Design Sprint Google https://www.gv.com/lib/the-product-design-sprint-understandday-1 - Lean canvas http://leanstack.com/why-lean-canvas/ - Hiring Product Manager http://iamnotaprogrammer.com/what-does-a-product-manager-do.html - Prioritisation tips, three features bucket http://blog.adamnash.com/2009/07/22/guide-to-product-planning-three-feature-buckets/ - Prioritisation tips, rarely saying yes https://blog.intercom.io/rarely-say-yes-to-feature-requests http://www.productstrategymeanssayingno.com/ - Understand user behaviour https://blog.intercom.io/before-you-plan-your-product-roadmap/

1. Product Management
From early-stage to growth-stage startup
by Hadikusuma Wahab
@dhiku

2. Hadikusuma Wahab
@dhiku
VP Product at KMK Online
Business Process & Intelligence Manager
Java Engineer
liputan6.com, vidio.com, bintang.com, bola.com, karir.com
Emtek Tbk, Danone, Coca-Cola Amatil
TelkomSigma
Education Background
MBA & Computer Science

3. Your Job?
Help your team (and startup) ship
the right product to your users
Source: https://medium.com/@joshelman/a-product-managers-job-63c09a43d0ec

4. Your users
Measure what mattersPrioritise your release
The Formula

5. Agile ProcessUser Experience
http://www.slideshare.net/intelleto/designing-with-lean-ux-rapid-product-design-ux-lisbon-2014

6. Define your target users
1. Picture a portrait of your
customer
2. Write some facts
demographic, be specific
3. Brainstorm their behaviour,
how are they solving
problem now?
4. Validate! could enough
people like this exist? if not
re-do your work

7. Unique Value Propositions
• Imagine it’s time to launch your product. What is the first
announcing tweet you will send out?
• Writing that can help the team focus their strategy in 140
characters… or less.

8. Envision the uses
Determine if it’s a tier 1 problem or not!

9. Prioritise your features list
This is the MVP!

10. Prototype first
• Design sprints are a framework to
solve and test design problems in
2-5 days
• Adapted by Google UX teams,
Google Ventures and Google X
• The sprint gives teams a shortcut
to learning without building and
launching
• Ensure the design is simple
enough for your audience

11. Diverge methods
Decide methods
8 ideas in 5 min
Share storyboard on the
whiteboard, do voting on
best ideas, decide what to
prototype
1 big ideas in 5 min 1 storyboard in 5 min
Prototype and validate methods
Create a real-looking version of storyboard and show it to users tomorrow.

12. Measure what matters
• Focus on people, validation customer feedback, did
they use the app? does app do what they need it to?
• Think how to measure when writing features
• Use the product regularly as users, break the
habituation chain
• Do retrospective every month

13. Simplify with one page

14. Simplify with one page
1

15. Simplify with one page
2

16. Simplify with one page
3

17. Welcome to growth-stage

18. Your users
Measure what mattersPrioritise your release
Still the same Formula
but more challenging!

19. Business development is important
Lets raise some money
Hiring first product manager
http://iamnotaprogrammer.com/what-does-a-product-manager-do.html

20. Understand user behaviour
• Kill it: admit defeat, and start
to remove it from your product.
• Increase the adoption rate:
get more people to use it.
• Increase the frequency: get
people to use it more often.
• Deliberately improve it: make
it quantifiably better for those
who use it.
qualitative survey and in-site analytics

21. Usability testing
+

22. Prioritise through a roadmap
Define the theme for next 2-3 months
Breakdown roadmap into concrete release markers

23. Rarely say yes to feature
requests
• Does it fit your vision?
• Will it improve, complement or
innovate on the existing
workflow?
• Does it grow the business?
• Will it generate new meaningful
engagement?
Prioritisation tips
Three buckets of
features
• Metrics movers
• Customer requests
• Innovation ideas

24. Measure your app
• Do more A/B testing i.e compare recommendation
algorithm, headline testing
• Define metrics you want to track and start collecting
data from your app
• User activation, analyse why users are happy and
some come never again
+ +

25. Tools to make life easier
• Manage task list, workflowy, evernote
• Wireframe and prototype, lucidchart, invision, moqups
• Track development status, pivotal tracker, asana
• User feedback, uservoice, survey monkey, intercom
• Analytics, google analytics, mixpanel, appsflyer, optimizely

26. References
• PM job role https://medium.com/@joshelman/a-product-managers-job-63c09a43d0ec
• UX as a stack http://www.slideshare.net/intelleto/designing-with-lean-ux-rapid-product-
design-ux-lisbon-2014
• Design Sprint Google https://www.gv.com/lib/the-product-design-sprint-understandday-1
• Lean canvas http://leanstack.com/why-lean-canvas/
• Hiring Product Manager http://iamnotaprogrammer.com/what-does-a-product-manager-
do.html
• Prioritisation tips, three features bucket http://blog.adamnash.com/2009/07/22/guide-to-
product-planning-three-feature-buckets/
• Prioritisation tips, rarely saying yes https://blog.intercom.io/rarely-say-yes-to-feature-
requests http://www.productstrategymeanssayingno.com/
• Understand user behaviour https://blog.intercom.io/before-you-plan-your-product-roadmap/

27. Thank you!
See you on the next-stage