Lviv Project&Product Management Day 2019 Stream: Product

1. PRODUCT
MANAGEMENT
IN SERVICE
COMPANIES
Why? What? How?

3. SoftServe Confidential
SCOPE OF THE TALK
IN SCOPE:
- Why do companies need product manager?
- How product management works in service
companies and why it is more interesting than in
product companies?
- What are the PdM “features”?
OUT OF SCOPE:
- How to sell Product Management?
- How to land for a Product Management position?
- How to land for a Product Management position
@SoftServe?

4. WHY?
TALK ROADMAP
HOW? WHAT? QUESTIONS
Why do we need a Product
Manager?
Who the Product Manager
is?
What are his/her areas of the
responsibility?
Peculiarities of work in
service companies
compared to product
companies.
Activities and deliverables of
the Product Manager in
service companies
Any questions? (if we have
time)
WHO?

5. WHY?

7. WHO?

11. SoftServe Confidential
QUALITIES OF A GREAT ENTERPRISE PDM
• Visionary
• Great communicator with awesome negotiation skills
• Business developer with the strong business acumen
• Entrepreneurship spirit
• Emotionally intelligent
• Team player but leader
• Analytical mindset

12. SoftServe Confidential
PDM vs BA vs TECH TEAM:

13. SoftServe Confidential
BA vs PDM
Market Team
Business Analyst 20% 80%
Product Manager 80% 20%

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PM vs PDM
MOTTO
PM Build the things right
PDM Build the right things

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Architect vs PDM
MOTTO
Architect Tech-focus
PDM Problem-focus

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Designer vs PDM
FOCUS
Designer Product design and experience. Focus on users.
PDM Product strategy and market acceptance. Focus on users and buyers.

17. SoftServe Confidential
A ROLE OF PRODUCT MANAGER IS TO:
- listen to the market to analyze buyer and user persona underserved needs, to prioritize
- uncover product opportunities
- define product roadmap according to business needs and market opportunities
- drive product to the success by all means

18. HOW?

19. SoftServe Confidential
PRODUCT COMPANIES
Product manager – End user/buyer
Product manager – Business owner - End user/buyer
Product manager – Business owner – Sales - End user/buyer

20. SoftServe Confidential
SERVICE COMPANIES
Service company – Product manager – Customer – End users/buyers

21. WHAT?

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ACTIVITIES
- Stakeholders management
- Business needs understanding
- Business case creation
- Market problems understanding and prioritization
- Roadmap creation, communication and execution
- Hypotheses validation and UAT
- Product launch
- Product marketing

23. DELIVERING SUCCESSFUL
PRODUCT TO THE MARKET BY
ALL MEANS

24. QUESTIONS?

25. SoftServe Confidential
QUESTIONS?
Oksana Krykun
Product Management Office Leader
Email me: okryk@softserveinc.com