Introduction to Product Management, with an emphasis on the startup scene, held at General Assembly in Hong Kong on 5 November 2015

1. @arsagilis
INTRODUCTION TO
MICHAEL CHIK
http://linkedin.com/in/michaelchik
PRODUCT
MANAGEMENT
source: http://goo.gl/NpGhUl
Founder, Ars Agilis

2. @arsagilis> Introduction To Product Management
LEARNING OBJECTIVES
‣ Get acquainted with key concepts in product management
‣ Gain an understanding of the product development cycle
‣ Learn key techniques for understanding the needs of your users to ensure
product / market fit

3. @arsagilis
SPEAKER
INTRO
INTRODUCTIONS

4. @arsagilis
SPEAKER INTRODUCTION
Michael Chik
Lean & Agile Coach for Startups & Enterprises
LEGO® SERIOUS PLAY® Facilitator
michael@arsagilis.com
@arsagilis
casmaron
linkedin.com/in/michaelchik
Moonpig
Photobox
Cathay Pacific
JP Morgan
Standard Chartered Bank
Ben & Jerry’s
Walt Disney Company
戚本錦 Previous:
I consult for startups, like:
Travolor
Work-space
Amnesty International
國際特赦組織

5. @arsagilis
YOU
INTRODUCTIONS
> Who you are…
> What you do…
> Your favourite product…

6. @arsagilis> Introduction To Product Management
WHY IS PRODUCT MANAGEMENT IMPORTANT?
MOST STARTUPS DON’T
FAIL BECAUSE THEY
CAN’T BUILD A GREAT
PRODUCT, BUT BECAUSE
NO ONE WANTED THE
PRODUCT.

7. @arsagilis> Introduction To Product Management
KNOW THESE?
source: https://goo.gl/h8SI4b
source: http://goo.gl/nxcQbv
source: https://goo.gl/cqDnFX

8. @arsagilis> Introduction To Product Management
WHY IS PRODUCT MANAGEMENT IMPORTANT?
LIFE IS TOO SHORT
TO BUILD SOMETHING
NOBODY WANTS - MICHAEL CHIK

9. @arsagilis> Introduction To Product Management
WHAT IS A PRODUCT?
A PHYSICAL THING?
A SERVICE?
A PROGRAMME?
A PROCESS?

10. @arsagilis> Introduction To Product Management
WHAT EXACTLY IS A PRODUCT MANAGER?
THE ROLE OF THE
PRODUCT MANAGER IS TO
DISCOVER A PRODUCT
THAT IS VALUABLE,
USEABLE AND FEASIBLE.
source: http://goo.gl/ZbvuQB
- MARTY CAGAN, AUTHOR OF “INSPIRED”

11. @arsagilis> Introduction To Product Management
WHAT EXACTLY IS A PRODUCT MANAGER?
LEGAL
OPERATIONS
DEVELOPMENT
FINANCE
SUPPORT
SALES
HUMAN RESOURCES

12. @arsagilis> Introduction To Product Management
KEY TO BEING A GOOD PRODUCT MANAGER #1: START WITH A VISION
CLEARLY
COMMUNICATE
YOUR VISION

13. @arsagilis> Introduction To Product Management
KEY TO BEING A GOOD PRODUCT MANAGER #2: UNDERSTAND YOUR CUSTOMER
YOU ARE THE
VOICE OF THE
CUSTOMER!

14. @arsagilis> Introduction To Product Management
KEY #2: YOU ARE NOT YOUR CUSTOMER
YOU ARE NOT
YOUR CUSTOMER
/ USER!

15. @arsagilis> Introduction To Product Management
KEY #2: UNDERSTAND YOUR CUSTOMER
PEOPLE ARE
COMPLEX BEINGS

16. @arsagilis> Introduction To Product Management
KEY #2: UNDERSTAND YOUR CUSTOMER
WHO ARE MY USERS?
WHAT ARE THEIR
HABITS?
WHERE ARE THEY
ACCESSING FROM?
WHEN DO THEY NEED
YOUR PRODUCT?
WHY DO THEY NEED
YOUR PRODUCT?
HOW DO THEY ACCESS
YOUR PRODUCT?

18. @arsagilis> Introduction To Product Management
KEY #2: VALUE PROPOSITION CANVAS
source: http://goo.gl/90W0Fk

19. @arsagilis
KEY #2: GET OUT OF THE BUILDING
source: https://goo.gl/mDppmV
NO FACTS EXIST
INSIDE THE BUILDING.
ONLY OPINIONS. GET
OUT OF THE BUILDING!
- STEVE BLANK”

20. @arsagilis> Introduction To Product Management
KEY TO BEING A GOOD PRODUCT MANAGER #2: INTERVIEWING PEOPLE
QUANTITATIVE
VS
QUALITATIVE
TELLS YOU THE WHAT
TELLS YOU THE WHY

21. @arsagilis> Introduction To Product Management
KEY TO BEING A GOOD PRODUCT MANAGER #3: TEST, VALIDATE & ITERATE
TODAY’S WORLD IS GETTING MORE COMPLEX
GLOBALIZATION GOES UP!
Innovation goes UP!
Democratization goes UP!
Diversification goes UP!

22. @arsagilis> Introduction To Product Management
KEY TO BEING A GOOD PRODUCT MANAGER #3: TEST, VALIDATE & ITERATE
TRADITIONAL PRODUCT MANAGEMENT LIFE CYCLE
© Mark Altosaar
source: http://goo.gl/MzmhPi

23. @arsagilis> Introduction To Product Management
KEY #3: BUILD, MEASURE, LEARN
source: http://goo.gl/HCkvKA

24. @arsagilis> Introduction To Product Management
KEY #3: BUILD, MEASURE, LEARN
MAXIMISE LEARNING.
MINIMISE RISK.
USE MINIMAL EFFORT

25. @arsagilis> Introduction To Product Management
KEY #3: HYPOTHESIS TEMPLATE
source: http://goo.gl/HCkvKA
We believe that people like
have a need for /
problem doing .
We will we have succeeded when
, or ,
which will contribute to
.
(customer type)
(need / action / behaviour)
(measurable outcome) (observable outcome)
(KPI)
from Janice Fraser
(aka @clevergirl)

26. @arsagilis
KEY TO BEING A GOOD PRODUCT MANAGER #4: DISCOVER YOUR MARKET
source: http://goo.gl/lexe3b

27. @arsagilis
KEY #4: MINIMUM VIABLE PRODUCT
Crappy product
MINIMUM VIABLE
Expensive to buildSWEET SPOT

28. @arsagilis
KEY #4: MINIMUM VIABLE PRODUCT

29. @arsagilis
KEY #4: FAMOUS MVP - AIRBNB

30. @arsagilis
KEY #4: FAMOUS MVP - DROPBOX

31. @arsagilis> Introduction To Product Management
KEY TO BEING A GOOD PRODUCT OWNER: WIREFRAMING & RAPID PROTOTYPING
source: https://goo.gl/vTjTXH
source: http://goo.gl/Wyeekk

32. @arsagilis> Introduction To Product Management
KEY TO BEING A GOOD PRODUCT OWNER #5: MEASURING SUCCESS
IF YOU DON’T
MEASURE IT, IT
DOESN’T EXIST

33. @arsagilis
Acquisition: users coming to the site
Activation: usersenjoy1st visit (UX)
Retention: users come back
Referral: existing users refer other users
Revenue: monetisation
source: https://goo.gl/BqEYve
KEY #5: METRICS FOR PIRATES

34. @arsagilis> Introduction To Product Management
KEY TO BEING A GOOD PRODUCT OWNER #6: VISUAL MANAGEMENT

35. @arsagilis> Introduction To Product Management
REVIEW
KEY #1: START WITH A VISION
KEY #2: UNDERSTAND YOUR CUSTOMER
KEY #3: TEST,VALIDATE & ITERATE
KEY #4: DISCOVERYOUR MARKET
KEY #5: MEASURINGSUCCESS& FAILURE
KEY #6: VISUAL MANAGEMENT

36. @arsagilis> Introduction To Product Management
EXERCISE: CUSTOMER INTERVIEW
YOUR IDEA
HERE
Family Photo
Sharing App
Interactive
Travel Guide
App
Interactive
App For Hikers
Inpairs, choose oneoftheapps onthe
right
Brainstorm togetherwhatinformation
youneedfromyourpotential
customers andwhatyouwouldask
themtodiscover it
DELIVERABLE
Atleast twoquestions foryour
customer interview

37. @arsagilis> Introduction To Product Management
DISCUSSION TIME!
PUZZLED?
QUESTIONS?
COMMENTS?

38. GO AND BE A ROCK STAR!
michael@arsagilis.com
@arsagilis
casmaron
linkedin.com/in/michaelchik
STAY IN TOUCH!
Slidesavailable @http://goo.gl/uhXUod
Givemefeedback @https://goo.gl/sn4pfT