This presentation is about the situation most product managers in new jobs find themselves in -- inheriting a product with problems they didn't invent. Also, because Product Camp is a fun thing - there are several computer history references mixed in. FYI - This presentation from Product Camp Austin 11 is really made to "be presented" vs. read. Some (all?) of the builds and animations from the presented version may not translate to Slideshare.
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
PCA11 - Your Baby is Ugly (But I think we can fix it) Strategies for the inherited product
1. Your Baby is Ugly!
(but I think we can fix it…)
Mike Ditson
Product Camp Austin
July 20, 2013
mikeditson@yahoo.com
Strategies for the inherited product
13. START with your angry Customers…
• Your first ~ 3 months are the only time you can claim “innocence.”
• You still have “beginners mind.”
• BUT – you still represent the company.
• NEVER pass the buck.
• Apologize. “I am sorry you have had this experience.”
• THEN, you own it! (i.e. Do NOT drop the ball. More on that later)
14.
15. Where does your Product fit in your company’s portfolio?
High Growth Low Growth
Material
Not Material Emerging Declining
MatureGrowth
16. What else is in the briefcase?
Salespeople sell…
what’s easy
31. Do you have Marketing?
• Do programs comply with “strategic principle?”
• Does marketing understand why customers will buy the product?
• Does a crusade mentality exist?
• Is customer satisfaction guaranteed?
• Does the product match the sales and distribution channels?
• Will the promotion program work?
• Is the product different?
• Does a marketing plan exist?
• Is pricing fair?
• Are the marketing programs integrated?
• Is marketing in touch with the customer base?
• Does marketing respect sales and vice versa?
• Does marketing drive the organization?
• Are products managed through their life cycles?
• Is a forecasting system in place?
• Does marketing have quality control?