product management for entrepreneurs lsm
DESCRIPTION
Presented at Lean Startup Machine Seattle - June 2012TRANSCRIPT
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Product Management for Entrepreneurs
By @stempm
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“Before you are a CEO, try being a Product Manager…”
– Marc Pincus, CEO of Zynga
http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2311
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Product Manager - Entrepreneurs Mark Pincus - Zynga
Jason Goldberg - Fab.com
TA McCann – Gist
Steve Jobs – Apple
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What is a product?
- Something that can be described- Something tangible- Something you can sell
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Whole Product In marketing, a whole product is a
generic product (or core product) augmented by everything that is needed for the customer to have a compelling reason to buy
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Tools
P & L
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4+1Ps Product Placement Price Promotion Packaging
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Ps Positioning
Personas
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Personas
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Prioritized Backlog
Persona Goals
Release Themes
NegotiationPositioning Prism
Road Map
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For [target market] Looking [to solve what problem] We offer [product & benefits] Unlike [our competitors] Who have [major weaknesses] We offer [major differentiating benefit]
Positioning
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Ls
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Ls
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MarketingSales
Client Services
Engineering
Support
Exe
cs
Prod Mgmt
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Q & A
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What do you need to know? Technologist
would ask:– What do I need to
build?
• Product Manager would ask:– What do I need
to sell, to which market and at what time?
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Finding Opportunities Blue Ocean, Chasm, SWOT, etc. Technology expansion cycles
(electricity, phone, intranet, internet) Inventions vs. Innovation
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Market Validation Customer Development; Customer Learning;
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MVP Something that can be sold to a target
market. Validates Positioning &4P