Заняття #2. Product Validation UA Online Product Management School 2022 Website: https://lembs.com/pdmonline Youtube: https://www.youtube.com/startuplviv FB: https://www.facebook.com/pmdayconference

1. Product Validation
Ross Chayka
linkedin.com/in/rchayka

2. Agenda
● 7 Steps to Early Validation
● How to Create User Personas
● B2B Products Users
● Product Adoption Curve
● 8 Steps to Late Stages Validation
● Q&A

3. Online school code of conduct
● Duration - 2 hours
● Video ON, Audio OFF
● Registration with NAME
● One person speaking
● Sounds
● Short break if needed
● Questions

4. Reading Questions

5. Home Work

6. Home Work
● 5 Customers Inerview

7. Product Validation

8. ● Market
● Problem
● Solution
● Product-Market Fit
● Features
● Onboarding
● Product Creation
● Tools for Early Validation
Product Validation
● UI / UX Validation
● Unfair advantage
● Business Model
● Growth Model
● Organization
● Investor Relations
● Society
● Sustainable Mission

10. Market validation
● Is there enough customers?
● Target audience
● Tools: Statistics
● Tools: Research
● Personas creation

13. Problem validation
● Do your customers have a problem?
● Tools:
○ Interviews
○ Surveys
○ Wait lists
○ Ads

14. Survey questions
● What is the biggest challenge at your work?
● If I would a wizard what would you wish?
● What problem do you have that could be solved by tech?
● How much are you gonna pay for magic solution ?
● How much do you already pay for solution?

15. Problem Validation Metrics
● Money paid for solution
● Wait list size & growth
● Ad conversion

16. Mistakes
● Needs <> Customer dissatisfaction
○ Pony Express & Western Union
○ Nokia, Motorolla & iPhone

17. ”Product/market fit means being in a good market
with a product that can satisfy that market.”
Marc Andreessen .

18. Product - Market Fit
● Will customers use your product ?
● Tools:
○ Surveys
○ Interviews
○ Competitors analysis
○ Landings with features
○ Wait List
○ Wait list advertisement
○ Customer videos
○ Fake products

19. Survey questions
● How would you feel if you could no longer use the products?
● What type of people do you think would most benefit from the product?
● What is the main benefit you receive from the product?
● How can we improve the products for you?

20. Product - Market Fit Metrics
● Absence Disappointing > 40%
● Churn (product <> solution)
● Media startups:
○ Time on site
○ Daily returning visitors
● Problem solving oriented metrics

21. Features Validation
● What features are critical for product?
● Tools:
○ Surveys
○ A/B tests
● MVP
● Metrics:
○ Conversions between versions
○ Use usage metrics in A/B tests

22. Onboarding Validation
● How easy your customers understand value of your product?
● Tools:
○ Personal onboarding
○ Recorded sessions
○ Surveys
○ Interviews
● Metrics:
○ Bounce rate

23. Product Creation Validation
● Could you build product that would be a solutions?
● Is there other intellectual property in your product?

24. Continues Validation
● Unfair advantage
● Business Model
● Growth Model
● Organization
● Investor Relations
● Society
● Sustainable Development

25. Tools

26. Tools
● Modular product management software (ProductPlan, Planview, airfocus,
ClickUp, ProdPad)
● User tracking and analysis tools (such as Pendo and Amplitude)
● Roadmapping software (such as Planview, Aha!)
● Customer survey tools (such as SurveyMonkey or Typeform)
● Recording apps for customer interviews (Zoom)
● Industry analyst accounts (like Gartner or Sirius Decisions)
● Project management tools (Jira, Trello, Pivotal Tracker)
● Feature flagging software (such as Split.io or LaunchDarkly)
● Session replay and heatmap tools (such as FullStory or Hotjar)

27. Tools
● Flowcharting tools (such as Visio)
● Idea-capture and collaboration tools (like Notion, Google Drive, Walling)
● Customer research tools (Productboard)
● Design and wireframing (Figma, Balsamiq)

28. Home Work

29. School Product
● UA Online Product Management School
● HomeSchooling project

30. Group Fantasy Product
● Simple
● IT / non-IT
● Cool

31. Group Social Product
● Social Impact
● IT product

32. Your Product
● Every stage
● IT / non-IT
● You are the product manager

34. Questions ?

35. Contacts
linkedin.com/in/rchayka
fb.com/rostyslav.chayka
rchayka@gmail.com