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Product management from Early Stage to Growth Stage Startup

Practical product management technique for internet software startup. Presented at GeekCamp 2015 by KMK Labs

- PM job role
- UX as a stack
- Design Sprint Google
- Lean canvas
- Hiring Product Manager
- Prioritisation tips, three features bucket
- Prioritisation tips, rarely saying yes
- Understand user behaviour

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Product management from Early Stage to Growth Stage Startup

  1. 1. Product Management From early-stage to growth-stage startup by Hadikusuma Wahab @dhiku
  2. 2. Hadikusuma Wahab @dhiku VP Product at KMK Online Business Process & Intelligence Manager Java Engineer,,,, Emtek Tbk, Danone, Coca-Cola Amatil TelkomSigma Education Background MBA & Computer Science
  3. 3. Your Job? Help your team (and startup) ship the right product to your users Source:
  4. 4. Your users Measure what mattersPrioritise your release The Formula
  5. 5. Agile ProcessUser Experience
  6. 6. Define your target users 1. Picture a portrait of your customer 2. Write some facts demographic, be specific 3. Brainstorm their behaviour, how are they solving problem now? 4. Validate! could enough people like this exist? if not re-do your work
  7. 7. Unique Value Propositions • Imagine it’s time to launch your product. What is the first announcing tweet you will send out? • Writing that can help the team focus their strategy in 140 characters… or less.
  8. 8. Envision the uses Determine if it’s a tier 1 problem or not!
  9. 9. Prioritise your features list This is the MVP!
  10. 10. Prototype first • Design sprints are a framework to solve and test design problems in 2-5 days • Adapted by Google UX teams, Google Ventures and Google X • The sprint gives teams a shortcut to learning without building and launching • Ensure the design is simple enough for your audience
  11. 11. Diverge methods Decide methods 8 ideas in 5 min Share storyboard on the whiteboard, do voting on best ideas, decide what to prototype 1 big ideas in 5 min 1 storyboard in 5 min Prototype and validate methods Create a real-looking version of storyboard and show it to users tomorrow.
  12. 12. Measure what matters • Focus on people, validation customer feedback, did they use the app? does app do what they need it to? • Think how to measure when writing features • Use the product regularly as users, break the habituation chain • Do retrospective every month
  13. 13. Simplify with one page
  14. 14. Simplify with one page 1
  15. 15. Simplify with one page 2
  16. 16. Simplify with one page 3
  17. 17. Welcome to growth-stage
  18. 18. Your users Measure what mattersPrioritise your release Still the same Formula but more challenging!
  19. 19. Business development is important Lets raise some money Hiring first product manager
  20. 20. Understand user behaviour • Kill it: admit defeat, and start to remove it from your product. • Increase the adoption rate: get more people to use it. • Increase the frequency: get people to use it more often. • Deliberately improve it: make it quantifiably better for those who use it. qualitative survey and in-site analytics
  21. 21. Usability testing +
  22. 22. Prioritise through a roadmap Define the theme for next 2-3 months Breakdown roadmap into concrete release markers
  23. 23. Rarely say yes to feature requests • Does it fit your vision? • Will it improve, complement or innovate on the existing workflow? • Does it grow the business? • Will it generate new meaningful engagement? Prioritisation tips Three buckets of features • Metrics movers • Customer requests • Innovation ideas
  24. 24. Measure your app • Do more A/B testing i.e compare recommendation algorithm, headline testing • Define metrics you want to track and start collecting data from your app • User activation, analyse why users are happy and some come never again + +
  25. 25. Tools to make life easier • Manage task list, workflowy, evernote • Wireframe and prototype, lucidchart, invision, moqups • Track development status, pivotal tracker, asana • User feedback, uservoice, survey monkey, intercom • Analytics, google analytics, mixpanel, appsflyer, optimizely
  26. 26. References • PM job role • UX as a stack design-ux-lisbon-2014 • Design Sprint Google • Lean canvas • Hiring Product Manager do.html • Prioritisation tips, three features bucket product-planning-three-feature-buckets/ • Prioritisation tips, rarely saying yes requests • Understand user behaviour
  27. 27. Thank you! See you on the next-stage