This presentation was designed as a primer and introduction to product management and was hosted by General Assembly DC. GA's full Product Management Immersive will run from Dec 1 - Feb 19 and again from Mar 16 - May 21. Details can be found here: http://ga.co/h7S .

1. ABOUT GENERAL ASSEMBLY
Product Management: Let's Break it Down

2. GA Mission Statement
Established in early 2011 as an innovative community in
New York City for entrepreneurs and startup companies,
General Assembly is an educational institution that
transforms thinkers into creators through education in
technology, business, and design at twelve campuses across
four continents.
Product Management: Let's Break it Down

3. General Assembly campus locations

4. Meet Your Instructor
Jon Fukuda
Co-Founder / Principal
Limina Application Office

5. Product Management Immersive
In this 10-week course, students
will learn to navigate the product
cycle, from evaluating users and
managing a roadmap to creating
an MVP and developing metrics.

6. Product Management Immersive
‣ Understand your users and analyze the market to build a
product that is both desirable and viable
‣ Create a roadmap and effectively manage communication
with all stakeholders
‣ Develop metrics to measure your success and make tough
decisions

7. PMI Course Schedule
‣ Dec. 9th - Mar. 3rd
‣ Tuesday & Thursdays
‣ 6:30PM - 8:30PM

8. PRODUCT MANAGEMENT:
LET'S BREAK IT DOWN
Jon Fukuda
CXO, limina.co

9. INTRODUCTION
JON FUKUDA
CXO, LIMINA.CO
‣ MISSION: BRING UX PLANNING AND DESIGN MANAGEMENT TO A WIDE RANGE OF COMPLEX INFORMATION TECHNOLOGIES.
‣ WHO ARE YOU? USER EXPERIENCE SPECIALIST WITH A FOCUS ON INTERACTION MODELING AND GRAPHICS DESIGN WITH
EXPERIENCE LEADING FRONT END REQUIREMENTS, STRATEGY, DESIGN, TESTING AND EVALUATION ENGAGEMENTS.
‣ SPECIALTIES:
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‣ User Experience Strategy & Future Mapping
‣ Soſtware/UI Evaluation
‣ User research / Usability Testing
‣ Competitive Analysis
‣ Custom UI Design
‣ GUI Standards Documentation
‣ Usability Enhancement
‣ Implementation Support

10. AGENDA
‣ WHO (is the product manager?)
‣ WHAT (does the product manager do?)
‣ HOW (do they do it?)
‣ Got it? Great, Now you do it!
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11. PRODUCT MANAGEMENT: LET’S BREAK IT DOWN
WHO
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JONY IVE
APPLE
ELON MUSK
TESLA+
YOU?

12. PRODUCT MANAGEMENT: LET’S BREAK IT DOWN
WHO’S THE PRODUCT MANAGER?
12
THE QUINTESSENTIAL MULTI-TASKER
3 Roles:
1) Strategic Management
2) Visionary Innovator
3) Tactical Day-to-Day product ops
Product managers must deliver value to the
business and play a strategic role in
determining the actions to achieve this.
But their role is also hands-on and involves
collaborating with multiple internal
stakeholders
You
Strategy
Senior
Management
Marketing
Sales
Customer
Service
Operations
Finance
R & D
Engineering
or
Production

13. PRODUCT MANAGEMENT: LET’S BREAK IT DOWN
KEY CONCEPTS IN PRODUCT MANAGEMENT
In a nutshell: planning, forecasting, production, and marketing of a product.
‣ Responsible for analyzing market conditions and defining features or functions of a product and
managing it’s success in the market place.
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‣ Management
‣ Marketing operations
‣ Customer Service
‣ Identity management
‣ Research
‣ Segmentation
‣ Strategy
‣ Product marketing
‣ Dominance
‣ Social marketing
‣ Pricing
‣ Distribution
INVESTMENT COST REVENUE

14. PRODUCT MANAGEMENT: LET’S BREAK IT DOWN
WHAT - CREATE, DELIVER, MANAGE
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15. PRODUCT MANAGEMENT: LET’S BREAK IT DOWN
WHAT : THE PLC?
‣ reduce time to market
‣ improve product quality
‣ reduce prototyping costs
‣ identify potential sales opportunities and revenue
contributions
‣ reduce environmental impacts at end-of-life
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ADVANTAGE
DESIGN
THE
PLC
SPEED
GRACE
-&-
CONTINUITY
MAINTENANCE GROWTH
THE GRIND = INSIGHT
‣ monitor product performance
‣ report on results
‣ respond to the issues
‣ grow product performance in the market place
‣ manage the PLC

16. PRODUCT MANAGEMENT: LET’S BREAK IT DOWN
HOW - INNOVATE, DESIGN, IMPLEMENT
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17. PRODUCT MANAGEMENT: LET’S BREAK IT DOWN 17
INSIGHT = INNOVATION
New Product Development
‣ Innovate
- generate and rank ideas
- validate ideas agains the market place
- determine the ROI
‣ Design
- immerse team in customer problem
- define solution for production
‣ Implement:
- manage build
- prepare external messaging
- ensure operational readiness
IDEATE
NPD
EXPLORE
FOCUS
BUILD
DEFINE
IMMERSE
PREPARE
LAUNCH
ASSESS OPPORTUNITIES
SCALE TO BUSINESS CASE
MARKET PLANNING
DESIGN

18. PRODUCT MANAGEMENT: LET’S BREAK IT DOWN 18
UNDERSTANDING THE NEEDS OF YOUR USERS TO
ENSURE PRODUCT / MARKET FIT
‣ Market Analysis : Unmet or Poorly Met Needs
‣ Competitive Analysis: SWOT
‣ User Research: Who are these, so called, “users” & what do they really
need?
‣ Is there a rally cry for disruption?

19. PRODUCT MANAGEMENT: LET’S BREAK IT DOWN
YOUR TIME TO SHINE
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20. CASE STUDY
MOONLIGHTING OPPORTUNITY. EVERYWHERE.
SUMMARY KEY CHALLENGE / QUESTION
Come from behind and take
over the market.
Moonlighting is a fledgling startup
mobile application who’s goal is to
take on fivr, taskrabbit, uber, lyft,
angie’s list, craigs list and more by
putting the peer-to-peer mobile
economy in everyone’s hands.
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21. EXERCISE
KEY OBJECTIVE(S) AGENDA
If you were product manager
for Moonlighting, what would
you do to ensure the company’s
success?
5 mins
2 mins.
3 mins
2 mins
3 mins
DELIVERABLE RESOURCES
1. Overview of market need and potential solution
2. Jot down some market competition (SWOT)
3. Jot down critical success factors (features)
4. Tell me your go to market strategy
5. What are your KPI’s
Pseudo Product Development
Plan
Pencil/Paper -or- Whiteboard
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YOU’RE THE MAN NOW, DOG!

22. PRODUCT MANAGEMENT: LET’S BREAK IT DOWN 22
DISCUSSION: BARRIERS & RISKS
‣ What are they?
‣ What will you do to mitigate or eliminate them?

23. PRODUCT MANAGEMENT: LET’S BREAK IT DOWN 23
Q&A