Think like a PROduct manager
Anna Mamaeva2017
Let’s get acquainted
Senior Project Manager8+ years in IT (Project/Product Management)
• Mobile applications (iOS, Android)• Web-solutions development and management (Java, .Net)• Product developing and Marketing• Cross-functional team leadership• SAFe Agile certified (2016)
Product management in two hours
What’s going on?
• Customer does not know what he wants.• Customer wants a lot, but has no money.• Customer wants to “do the job by
himself”.• Customer does not have the vision for
the product.• You want to grow an account.• You want to understand customer`s
business goals.• You need a tool to communicate with
customer.
How it usually works
Roman Pavlyuk ©
Who’s the Product Manager?
Product manager profile
Product Management – help me know which problems are mostimportant to a particular user
The product manager is often considered the CEO of the product and is responsible for the strategy, roadmap, and feature definition for that product or product line. The position may also include marketing, forecasting, and profit and loss (P&L) responsibilities.
Solution-based approach
Roman Pavlyuk ©
Ted Levitt’s Total Product Concept
An augmented product is one that has exceeded customer expectations
The potential product is the “everything” the product could possibly be.
@sehlhort ©
Ted Levitt’s Total Product Concept
A generic product is equivalent in theeyes of customers to competitiveproducts. There is no difference thatmatters to the customer. It is acommodity.
The expected product is a generic product plus all of a customer’s “good enough” expectations.
@sehlhort ©
Ted Levitt’s Total Product Concept
Not being talked about (at all) Being talked about (in a good way
@sehlhort ©
Ted Levitt’s Total Product Concept
@sehlhort ©
Basic problems
If your product does not(sufficiently) solve table stakesproblems, your product will notbe considered as a possiblesolution.
You won’t get the opportunity tocompete.
Task:
1. Form groups of 4-5 people 2. 5 minutes: On sticky notes, think of every
service your product might provide for you as a consumer or a small business.
3. Create a Levitt board on easel or wall
Harvey ball charts
Competitive matrix
How to make a difference?
Task:
1. Form groups of 4-5 people 2. 5 minutes: Select 10 items from previous
workshop – no more than 3 can be table stakes; 3. Number them 1-10 first, then assign importance
H/M/L (all table stakes must be High) – and put into order
4. Score from 1-5 one or two competitor banks at the same items
5. one person assigns costs to the items [costs = 12,26,8,19,41,14,17,28,35,50] in any arbitrary order ( 1-10, 10-1, odds-then-evens, etc. ) this person is now the shopkeeper
6. Group decides collectively how to spend $100.
Impact Mapping is a strategic planning technique that helps organizations manage flexible roadmaps for iterative delivery, by clearly communicating assumptions, helping align activities with overall business objectives
Deriving scope from goals
DETERMINE MEASUREMENTS
• What to measure? (Scale)• How to measure it? (Source of
data)• Minimal value • Financial constrains, investment
cost • Desired Value
Why? Pick a problem to solve
• Why are we launching the product?
• Why we should change how things are now?
• Numbers matter
Who? Your actors
• Define actors – people who are interested, or may impact the goal
• Who will help?• Who may interfere?
<someone> can help us achieve our goal by <doing something differently>. Make the <someone> specific. Can someone stop your team you even start?
How? The impact
• specify how each person’s behavior should change
• how he (actor) can help achieve the goal
• how he can be an obstruct
You may not choose to work with all the actors you identify or get them to do all of the impacts, but the map helps you see all the alternative paths
What should we do?
• Work with features here, define deliverables
• Do not forget about organizational activities
• Let them be high level
Task:
Create a short impact map, working with previous exercise features
Weighted Shortest Job First
Weighted Shortest Job First is a scheduling algorithm (or if you prefer, prioritization method) that maximizes the amount of whatever it is you choose to “weight” by in a given time period through a constrained resource.
the weighting of each job (using Cost of Delay) the duration of each job Cost of Delay is calculated by assessing the
impact of not having something when you need it
What is WSJF?
SAFe® and WSJB
Define the WSJF for the features in a list given
Business Model Canvas
PRODUCT MARKET
Have a question? Write to [email protected]