The document discusses how consulting fits into product management. It notes that consulting product managers can augment teams that are new to product management or not fully established. Consulting product managers perform many of the same functions as internal product managers, such as requirements gathering, backlog grooming, sprint planning, and product deployment. They also bring experience from other clients to help address common challenges like lack of technical background, customer insights, and resource constraints. The document provides examples of how consulting product managers have helped clients in industries like manufacturing, retail, and chemicals.

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How Consulting Fits Into Product
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7. Shyna Shetty
TONIGHT’S SPEAKER

8. Hello!
8
2007
2008
2010
2011
2019
STUDY
MS in IIT
( Networking and
Security)
DEVELOPER ,
eCommerce
PRODUCT
MANAGER
CONSULTANT
Commerce
SR. MANAGER
Commerce
10,000+ Miles 700+ Nights Baby Girl Foodie Traveler
Copyright: Shyna Hegde 2019

9. 9
1. Current Product Managers?
2. Consulting Freelancing?
3. New to Product School?
4. What are you looking to learn today?
Raise your hand or shout out..
Now your turn..
Copyright: Shyna Hegde 2019

10. 10
The next 30 mins
1. Consulting
2. Adding Value
3. Shifts and Trends
Takeaways
Role, Skills, Real world scenarios, consulting
Copyright: Shyna Hegde 2019

11. When do we
come in
“ We are new to this technology and Market”
“We want to start our digital transformation journey”
“ We have a large backlog from marketing, sales, customer
service, IT but what should I prioritize”
“Our ideas are not gaining market traction”
“We don't have a good process in place”
And many more..
11Copyright: Shyna Hegde 2019

12. Data 20.6 % “We are doing PM but it's not established”
56.5 % “PM is established but still developing”
48.6% “Somewhat understands Product Management and
the value it provides, but improving”
92% “of the orgs use Agile/Scrum/Kanban”
12
*PMF Trends & Benchmark in Product
Management Report 2018
Copyright: Shyna Hegde 2019

13. Things PM
Struggle
with
13
1. Lack Technical Background
i. struggle with having effective communication and
interaction with those who are building their products.
2. No Direct Customer Contacts
i. Marketing and Sales teams could create barriers
3. Change across Org
4. Big Picture/ Vision
5. Lack of resources and guidance for Voice of Customer Analysis
6. Lack of resources for Market, Competitor Analysis/ Trends
*PMF Trends & Benchmark in Product
Management Report 2018
Copyright: Shyna Hegde 2019

14. 14
What do we do?
Product
Manager
Product
Owner
Business
Analyst
Consultant
● User Stories
● Backlog grooming
● Scrum Rituals
● Customer
Representative
● Requirements and
Specifications
● IT/Business
● Backlog grooming
● Tech impact
● Gap Analysis
● Testing
● Voice of the
Customer
● Prioritize
● Analysis
● Market Needs
● Customer Success
● Driving Vision
As a
consultant we
perform
different roles
based on the
client needs
28% No POs, 20% PMs do POs
*PMF Trends & Benchmark in Product Management Report 2018
Copyright: Shyna Hegde 2019

15. Day in the life of..
Mornings
● Prioritize
● Status/ Scrum calls ( Global)
● Answer Emails
● Backlog Grooming*
● Sprint Planning*
● UI/UX Reviews*
● Usability Testing*
● Design Thinking Sessions*
Noons
After Hours
Evenings
10 AM
2 PM
5 PM
10 PM
As a Product Manager
Discovery Planning and Delivery/ Execution
● Leadership status*
● Analytics Review*
● Requirements/ Specifications
Documentation
● Meeting with Marketing,
Tech, Sales, Business,
Cust.Srvc, Deployment, Other
areas of business
● Customer Visits*
● Research
● Business Cases
● Follow Ups
● Resourcing / Budgeting *
● Roadmap and Planning*
● Deployment Calls (
Training, Kick Off)*
● Status Calls ( Offshore)
● Support Calls*
Bench Internal Training Hosting, Training / Learning Initiative, ERG Initiatives, Non-Profit Initiative, New Business
Development, Coach/ Mentor, Recruit, Practice Growth, Design Audits
*May not be daily
Copyright: Shyna Hegde 2019

16. 16
Discovery
Problem Areas/ Features > Ideate > Synthesize > Requirement/ User Stories
Planning
Prioritize > Document > Sell > Specify > Track
Deliver/ Deploy
Sprint > Test > Deploy > Support > Monitor/ Track
Breaking into Phases
Copyright: Shyna Hegde 2019

17. Product Lifecycle
17
● Market Evaluation
● User Group Study
● Cost / ROI Analysis
● Competitive Analysis
1 2 3 4
Mature and
Emerging
PM Teams
* http://productlifecyclestages.com/
**https://hbr.org/1965/11/exploit-the-product-
life-cycle
● KPI - Analytics
● Sales/ Revenue
● Usability Testing
● Promotion/ Marketing
● New Market Expansion
● Areas of Growth Analysis
● Process and Methodologies
● Marketing
● Product Roadmap
● Enhancement
● Backlog Feature
Assessment
● Investment Analysis
● Industry Trends
● Cost to Run Analysis
● Replatform
● Run Mode
Mature and
Emerging
PM and Dev
Teams
Mature PM
and Dev
Teams
Mature PM
Dev,
Support
Teams
Copyright: Shyna Hegde 2019

18. Typical
activities
As an Interim Team,
Product Vision and Strategy, Market Analysis, Competitive Analysis,
Requirement Documents, Road mapping and Release mapping, Research (
market and product), business case, budget/ pricing, customer research,
testing, analytics
Enable Client Team,
Coach, Mentor, Train
Established Team Assistance ( Staff Aug)
Industry Best Practices, Trends and Audits
Stakeholder relationship,
Engg, Designers, End Users
Process/ Methodologies
Safe Agile, Lean Principles, Design Thinking
18Copyright: Shyna Hegde 2019

19. Realizing
Value
To measure you need to know what to measure.. What is
your success criteria?
Is it gaining customers?
Is it revenue? Or both?
Realizing value can be different for every business
YoY financials ( revenue, Profit), Loop Orders, Abandoned
Carts, improve self service, reduce enquiries, improve,
experience, customer (satisfaction,engagement, retention,
conversion)
19Copyright: Shyna Hegde 2019

20. 20
Large Industrial
manufacturer
▫ Roadmap
▫ User Group
Analysis
▫ Market Trends
▫ Global Team
▫ Backlog
Grooming
▫ Agile /Scrum
▫ Development
▫ Deployment
▫ Analytics
▫ Training/
Handoff
▫ Support
Case Studies Fashion Retailer
▫ Replatform
▫ Training
▫ Requirements
▫ Backlog
▫ Agile/ Scrum
Chemical Supplier
▫ Digital
Transformation
▫ Strategy
▫ Establish Digital
Team
▫ Market Trends/
Analysis
▫ ROI Analysis
▫ Product
Roadmap
IoT
▫ Requirements
▫ Capabilities/
Features
▫ MVP
▫ Development
▫ Execution
Copyright: Shyna Hegde 2019

21. Core skills
21
Communication
Execution
Relationship
Process
Knowledge
Data Driven
Customer First
Versatile
Teamwork
GTD
Copyright: Shyna Hegde 2019

22. Recap
Consulting PM can augment teams and train non
established teams
Consulting PM can be an Interim team
Consulting PM performs most of the functions
similar to a PM
Consulting PM have access to a lot of other similar
client situations , market and industry trends
22
Takeaway #1:
Takeaway #2:
Takeaway #3:
Takeaway #4:
Copyright: Shyna Hegde 2019

23. Consulting
as a PM
( Refs)
Trends
Fjord Digital Trends insight
https://trends.fjordnet.com/
Download Book:
https://trends.fjordnet.com/T
rends_2019_download.pdf
PMF+ Insead Report
Product School
Classes, Talks, Slack
23
Online Certifications
Berkeley, Stanford, Insead,
MIT, BSU ( edX) , GA and
others ( udemy, coursera etc)
all offer online accredited
certification courses, if you
are switching this may be one
of the good places to start
Slack
Product School, Product HQ,
Women in Product, Mind the
Product, Product Coalition
Books
Inspired, Lean Startup,
Cracking the PM interview,
Product Leadership and many
more
Other
Quora, Medium, HBR and
other online references
Copyright: Shyna Hegde 2019

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