This presentation was given to participants in the Philly Startup Leaders Bootcamp Accelerator. I have realized that many startup founders struggle with figuring out what to build, and then how to manage building it (i.e. product management and project management). This presentation is meant to be an introduction to these topics.

1. Digital
Product
Design
for
the
Enterprise
Product
Management
for
Startups
Chris
Cera,
CEO
@
Arcweb
Technologies
cera@arcweb.co
4/15/2016

2. Product
Team
People
• UI/UX
Designer
• Engineer
• Business
Systems
Analyst
(BA
or
BSA)
• Project
Manager
• Product
Manager
/
Product
Owner

3. CriPcal
Founder
Roles
• UI/UX
Designer
• Engineer
• Business
Systems
Analyst
(BA
or
BSA)
• Project
Manager
• Product
Manager
/
Product
Owner

4. Product
Management

5. Business

6. Budget

7. Timeline

8. Scope

9. The
ScienPfic
Method

10. The
ScienPfic
Method
1. Ask
a
quesPon
2. Do
background
research
3. Construct
a
hypothesis
4. Test
your
hypothesis
5. Analyze
your
data
and
draw
a
conclusion
6. Report
the
results

11. What
should
we
name
our
product?

12. Book
Funnel
Analysis
• English
speakers
on
earth
–
100%
• Read
a
business
book
–
45%
• Discover
the
product
ad
–
30%
• Click
the
product
ad
–
15%
• Click
the
“Add
to
cart”
bu_on
–
10%
• Start
the
checkout
process
–
8%
• Enter
their
credit
card
informaPon
–
7%
• Enter
their
shipping
informaPon
–
6%
• Buy
the
book
–
5%

13. OpPmize

14. Hypotheses
1. “The
4-­‐Hour
work
week”
2. “How
to
work
less”
3. “How
to
get
rich
quick”
4. …
5. …
6. ...
7. …
8. …
9. …
10. …

15. Example
AdverPsement

16. Product
Manager
=
Scope
Assassin

17. Stories
-­‐
Scope
SpecificaPon
• Tuples:
Subject
–
Verb
–
Object
• “Database
Developer
may
add
users
via
SQL”
• People
– Business
Analyst
– Product
Manager
– Designer
– Engineer
– Quality
Assurance
– Customer
Why
can’t
the
customer
add
users???
-­‐
CEO,
5
months
later

18. Lean
+
B2B
=
UI/UX
Prototyping
+
=
• Case
study
shows
almost
80%
of
scoped
budget
was
saved
by
prototyping
first
• h_p://arcweb.co/case-­‐studies/peoplelinx/

19. Business
Process:
Sales
to
Delivery

20. Discovery
Process

21. Discovery
Process
• ConPnuous
Delivery
and
Feedback
• Business
MeePngs
(biweekly)
• Discovery
MeePngs
(2-­‐3
per
week)
• Minimal
Deliverables
– User
Stories
created,
categorized,
and
esPmated
– UI
and
UX
prototypes
– Waterfall
EsPmates
for
Budget
&
Timeline
– Open
includes
system
architecture
among
other
specificaPons

22. Discovery
Deliverables
(extended)
• Business
Systems
Analyst
(BSA)
or
Business
Analyst
(BA)
– List
all
devices,
OS
versions,
web
browsers,
etc.
– List
AssumpPons
– List
Vendors
and
IntegraPons
– Role
Matrix
– User
Stories
• Architect
– IdenPfy
High
Risk
Components
– System
Architecture
– Waterfall
EsPmate
• Designer
– Research
– ConcepPng
/
Studio
– UI
/
UX
Prototypes
– Wireframes
– Style
Kit

23. Scope
DecomposiPon
• By
Pain
Point
/
Core
reason
for
existence
• By
User
(e.g.
admin,
ops
user,
customer)
• By
ExisPng
SoluPon
(current
or
compePPve)
• By
System
(e.g.
mobile
app,
web
app,
etc)

24. ImplementaPon
Process

25. ImplementaPon
Process
• ConPnuous
Delivery
and
Feedback
• Priority
given
to
criPcal
components
with
highest
risk
• Business
MeePngs
(biweekly)
• Sprint
Planning
+
Acceptance
MeePngs
(biweekly)
• Scrum
MeePngs
(5/week)

26. Project
Management
Tools

27. Project
Management
Example

28. More
Project
Management
Tools
• Google
Sheets
or
Excel
• Pivotal
Tracker
• Trello
• Basecamp
• Jira
• Asana
• Microsop
Project
• Many
more
…

29. UI/UX
Prototyping
Tools

30. Prototyping
and
ProducPon
Examples

31. Prototyping
Example
(conPnued)

32. Prototyping
Example
(conPnued)

33. Prototyping
Example
(conPnued)

34. More
Prototyping
and
TesPng
Tools
• Powerpoint
• Excel
• UXPin
• Proto.io
• Origami
• Framer.js
• Balsamiq
• InVision
• Sketch
• Keynote
• Axure
• Adobe
XD
• UserTesPng.com
• TypeForm

35. Product
Hacks:
A
sampling

36. #1:
Don’t
Build
it,
Sell
It
First

37. #2:
Don’t
Build
It,
Measure
It
Instead

38. #3:
Don’t
Build
It,
Fake
it

39. #4:
Don’t
Build
It,
Use
default
“admin”

40. #5:
Don’t
Build
It,
Use
reports
instead

41. Reading
Resources
• The
Leader’s
Guide
Community
– h_ps://theleadersguide.org
• Lean
Startup
Newsle_er
– h_p://theleanstartup.com
• First
Round
Review:
Product
Magazine
– h_p://firstround.com/review/product/
• Product
Hunt
– h_ps://www.producthunt.com
• Mailchimp
UX
Newsle_er
– h_p://www.theuxnewsle_er.com
• Inside
Intercom
Newsle_er
– h_ps://blog.intercom.io
• Nielsen
Norman
Group
– h_p://www.nngroup.com/arPcles
• Design
Insights
from
the
Bridge
– h_ps://medium.com/bridge-­‐collecPon
• User
Experience
Design
– h_ps://medium.com/user-­‐experience-­‐design-­‐1
• Product
Design
Weekly
– h_p://designweekly.atomic.io

42. Audio
Resources
• Product
Hunt
Radio
– h_ps://www.producthunt.com/radio
• Inside
Intercom
– h_ps://www.intercom.io/podcast
• Product
People
– h_p://productpeople.tv
• The
Everyday
Innovator
– h_p://www.producPnnovaPoneducators.com/blog/category/
interviews/
• This
is
Product
Management
– h_p://www.thisisproductmanagement.com
• This
Week
in
Startups
(TWIST)
– h_p://thisweekinstartups.com

43. Be
a
scope
assassin!

44. Thank
you
• Chris
Cera
• CEO
@
Arcweb
• cera@arcweb.co