Лекция №2 Курса product management в НИУ-ВШЭ
DESCRIPTION
Презентация со второго занятия курсов по Управлению продуктами в НИУ-ВШЭ Подробнее - http://mindtheproduct.ruTRANSCRIPT
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Product ManagementЗанятие №2
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ДЗ №1• 24 = 12
• 11 = 9 - !"#$"%&'' !$"%(')*
• 22 = 9 - !"#$"%&'' +,
• 18 = 10
• 9 = 9
• 12 = 10
• 17 = 12
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ДЗ №1• 25 = 9
• 14 = 10
• 26 = 10
• 20 = 8
• 99 = 9
• 6 = 9
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ДЗ №1• 5 = 12
• 7 = 10
• 15 = 11
• 19 = 9 (!$"%(')* )* -.&/01"&2()
• 1 = 10
• 4 = 10
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• 3 = 12 (2(3"$14) “1&4'$'5&"3" -1#2”)
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ДЗ №1
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Product Manager
PM
Рынок
Потребитель
Конкуренты
Разработчики
Рынок
ДизайнерыПроектировщики
Topmanagement
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KPI
Net Promoter Score
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NPS
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Product Discovery
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Проблема• 6'514 17" #&8 9 #'&:
• ;'<, /4" =19'4 9 %.#.>')
• ? $27#$2='& 4'/.>1)1 $'@'&18)1
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Шаг №1
Найдите их!
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Шаг №2 Проверьте
• ?&4'$9:A
• ,&2(17 $*&/2
• Fake landing page
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Анализ рынка
• B2/ !$"%(')2 $'@2'458 5'CD25?
• E /2/1)1 4$.#&"548)1 542(/192A458?
• ,&2("31D&*' !$"#./4* &2 2)'$1/2&5/") $*&/'
• F27)'$ $*&/2
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Fake landing page
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Воронка
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Product Opportunity Assessment
1. !"#$% &'()*+,$ '+-"+.? (Value Proposition)
2. !.( /0?
3. !"#(1 '"2,+' '34#"?
4. !"# 52,+'5.6 $7&+8? (,+.'5#5 5 7.'".+95: ,(4+.52";55)
5. !"#5+ "*6.+'4".5<3? ("4"*52 #(4#$'+4.(<)
6. !(4#$'+4.4(+ &'+5,$=+7.<(?
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Product Opportunity Assessment
7. >(?+,$ 7+1?"7? (7(7.(:45+ '34#")
8. !"# &'(@<59".6 4" '34(#? ( go-to-market strategy)
9. !"#5+ A"#.('3 - #*%?+<3+ @*: $7&+8"?
10.B.(9 - '+#(,,+4@";5: (go 5*5 no-go)
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Практическое задание
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Целевая аудитория
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Целевая аудитория• G"$4$'4*
• ?)8
• H') =19'4, D4" 72%"414?
• B2/ "& 542(/192'458 5 !$"%(')"C?
• B2/ "& '' !$'"#"('92'4?
• H4" #(8 &'3" 52)"' 92=&"' 9 !$"#./4'?
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Фокус
Версия 1.0 для Константина
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Market Requirements Document
• H4" &.=&" "4 !$"#./42 #(8 /2=#"3" 17 +,?
• G$1"$14'4*
• I.&/01"&2( (9*5"/".$"9&'9"!)
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ЦА Instagram
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Домашнее задание №2
• G$1#.)24: !$"#./4
• J2!1524: Product Opportunity Assessment
• K!1524: +,
• J2!1524: Market Requirements Document
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Бонус
• L* - /"&5.(:42&4
• G")"314' Rambler/Google +/M"C /$.3/Google Wave
• H4" &' 42/? B2/.A !$"%('). $'@2A4, 2 /2/.A &2#"? H4" &' 42/ 5 +,?