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An Intro to Product Management (General Assembly)

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INTRO TO PRODUCT MANAGEMENT Ashley Hathaway, Product Manager IBM Watson Developer Cloud @ash_hathaway


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AGENDA INTRODUCTION TO PRODUCT MANAGEMENT Discuss the product development lifecycle ‣ Roles and teams ‣ Defining the product ‣ Making the product ‣ Measuring success ‣ People, process, and tools ‣ Q&A ‣


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HELLO! ASHLEY HATHAWAY ‣ Previously worked as UX Designer and FED ‣ Currently Product Manager for 
 IBM Watson Developer Cloud ‣ Strong user centered design and design thinking advocate


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GENERAL ASSEMBLY: INTRODUCTION TO PRODUCT MANAGEMENT PRODUCT LIFECYCLE


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THE MARKETING MIX


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THE MARKETING MIX 4P’S ‣ Product


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THE MARKETING MIX 4P’S ‣ Product ‣ Price


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THE MARKETING MIX 4P’S ‣ Product ‣ Price ‣ Place


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THE MARKETING MIX 4P’S ‣ Product ‣ Price ‣ Place ‣ Promotion


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THE MARKETING MIX 4P’S + 4C’S ‣ Product. Consumer wants. ‣ Price. Cost to satisfy. ‣ Place. Convenience to buy. ‣ Promotion. Communication.


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PRODUCT LIFE CYCLE DEVELOPMENT INTRODUCTION GROWTH MATURITY DECLINE


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PRODUCT LIFE CYCLE SALES DEVELOPMENT INTRODUCTION TIME TO MARKET GROWTH MATURITY TIME IN MARKET DECLINE


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PRODUCT LIFE CYCLE PROFIT REVENUE SALES DEVELOPMENT INTRODUCTION TIME TO MARKET GROWTH MATURITY TIME IN MARKET DECLINE


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THE PRAGMATIC FRAMEWORK


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GENERAL ASSEMBLY: INTRODUCTION TO PRODUCT MANAGEMENT ROLES AND TEAMS


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CORE TEAM Product Design Development


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STAKEHOLDERS Research Sales Product Design Marketing Development Partners


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THE USER User


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THE ROLE TYPES OF PRODUCT MANAGERS Product Marketing Manager ‣ Technical Product Manager ‣ Product Owner ‣ Project Manager ‣ Scrum Master ‣ Outbound/Inbound ‣


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TYPES OF PRODUCT MANAGERS


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GENERAL ASSEMBLY: INTRODUCTION TO PRODUCT MANAGEMENT DEFINING THE PRODUCT


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MAXIMIZE LEARNING. MINIMIZE RISK. IN THE LEAST AMOUNT OF EFFORT POSSIBLE.


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DEFINING THE PRODUCT CLARIFY Develop experiments and hypothesis to remove variables ‣ Gain information to inform high or low risk decision making ‣ Market share ‣ Market fit ‣ Market potential ‣ Go to market strategy ‣


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DEFINING THE PRODUCT GATHER INFORMATION Analyst Reports ‣ Gartner ‣ Forrester ‣ RedMonk ‣ BMC ‣ Competitor Analysis ‣ Profile of market competitors ‣ What your customers expect ‣ Identify key success factors ‣


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DEFINING THE PRODUCT COMPETITOR ANALYSIS: MAGIC QUADRANT


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DEFINING THE PRODUCT COMPETITOR ANALYSIS: MARKET SHARE


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SWOT: COMPETITOR ANALYSIS OBJECTIVE STRATEGY ASSUMPTIONS RESOURCES & CAPABILITIES


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DEFINING THE PRODUCT BUSINESS MODEL CANVAS Key Partners Key Activities Key Resources Cost structure Value Prop Customer Customer Relationships Segments Channels Revenue Streams


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DEFINING THE PRODUCT VALIDATE The customer ‣ The market ‣ The problem ‣ The product ‣ Value prop ‣ Differentiation ‣


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GENERAL ASSEMBLY: INTRODUCTION TO PRODUCT MANAGEMENT MAKING THE PRODUCT


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MAKE IT ABOUT THE USER


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DEFINING THE PRODUCT THE MVP ‣ High fidelity prototype ‣ AdWords campaign ‣ Video explanation ‣ Dummy landing page ‣ Concierge ‣ Parasite


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DEFINING THE PRODUCT THE PRODUCT The What. The When. They Why. ‣ 5 Why’s ‣ Continue Build > Measure > Learn ‣


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MAKING THE PRODUCT TOOLS ‣ The Roadmap ‣ Gantt Chart ‣ User Stories ‣ Features ‣ Lean ‣ Waterfall vs. Agile ‣ Scrum ‣ Stories. Epics. Themes. ‣ Kanban ‣ Backlog


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MAKING THE PRODUCT SAMPLE ROADMAP


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MAKING THE PRODUCT SAMPLE GANTT CHART


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MAKING THE PRODUCT ROADMAP PRIORITIZATION HIGH VALUE LOW EFFORT HIGH VALUE HIGH EFFORT LOW VALUE LOW EFFORT LOW VALUE HIGH EFFORT


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GENERAL ASSEMBLY: INTRODUCTION TO PRODUCT MANAGEMENT MEASURING SUCCESS


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IF YOU DON’T MEASURE IT IT DOESN’T EXIST.


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SWOT ANALYSIS STRENGTH WEAKNESS OPPORTUNITIES THREATS


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MEASURING SUCCESS SETTING GOALS ‣ OKR’s ‣ KPI’s ‣ Conversion Funnel ‣ Pirate metrics


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MEASURING SUCCESS TESTING ‣ Client interviews: Win/Loss Analysis ‣ Paper prototypes ‣ High fidelity prototype ‣ AdWords campaign ‣ Video explanation ‣ Dummy landing page ‣ Concierge ‣ Parasite


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MEASURING SUCCESS TOOLS ‣ Google Analytics ‣ usertesting.com ‣ Five second test ‣ Unbounce ‣ Heap ‣ CrazyEgg ‣ User research & usability studies ‣ Full story ‣ theuserisdrunk.com


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GENERAL ASSEMBLY: INTRODUCTION TO PRODUCT MANAGEMENT PEOPLE > PROCESS > TOOLS


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PEOPLE > PROCESS > TOOLS TRAITS OF A GOOD PRODUCT MANAGER ‣ Knows the market, the customer, the product, the development, and the competition better than anyone. At all times. ‣ Listens to the client and market. ‣ Inspires and clearly communicates the vision of the product to teams and stakeholders. ‣ Time and prioritization management skills of a zen master. ‣ Removes barriers. Empower others to do their best work. ‣ No complaining. Full responsibility.


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WORK HARD. BE NICE.


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IN SUMMARY


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GENERAL ASSEMBLY- INTRO TO PRODUCT MANAGEMENT Q&A


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THANKS! @ASH_HATHAWAY ‣ Body Level One ‣ Body Level Two ‣ Body Level Three ‣ Body Level Four ‣ Body Level Five


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