Product Management is a function that means different things to different organizations. No matter what any organization decides to name this function, the role of a Product Manager is extremely critical. If there was any time to be in a product management role, the time is NOW. Richa shared how she cracked into product management function, some of the moves you can make that will build a strong foundation for you today and how to bring maturity over time.

1. How to Be a Successful Product Manager by
fmr Microsoft Lead PM
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7. Richa Rai
TONIGHT’S SPEAKER

8. Richa Rai
Sr. PM
Kaiser Permanente, Enterprise and Digital
Services
4/18/2018
How To Be
A SUCCESFUL
Product Manager

9. 9
AGENDA
What are core disciplines of Product Management
What to Start – Stop -Continue to transition to Product Management
How to bridge the gap – from current role to Product Management
How to think about Strategic Goal and Business Success Criteria
What makes a successful Product Manager

10. 10
AGENDA
What are core disciplines of Product Management
What to Start – Stop - Continue to transition to Product
Management
How to bridge the gap – from current role to Product Management
How to think about Strategic Goal and Business Success
Criteria
What makes a successful Product Manager

11. 11
Top 6 Core Disciplines of Product
Management
Strategic Capabilities Tactical Capabilities
✓ Ownership
✓ Customer Focus
✓ Communication Skill
✓ Analytics
✓ Business Case
✓ Product Manager’s Tool
Box

12. 12
Top 6 Core Disciplines of Product
Management
Strategic Capability Tactical Capability
✓ Ownership
✓ Customer Focus
✓ Communication Skill
✓ Analytics
✓ Business Case
✓ Product Manager’s Tool
Box

13. 13
Ownership
1. You are the CEO – single owner
shared agenda
1. You are the master – Big
Picture
2. You are the servant – Little
detail
3. Leader without direct
authority

14. 14
Customer Focus
1. Customer is your North Star
1. Walk customer’s journey
1. Listen what is not being said

15. 15
Communication Skills
1. Rally people for common goal
1. Keep an open mind
1. Resolve conflicts
1. Over communication

16. 16
6 Core Disciplines of Product Management
Strategic Capability Tactical Capability
✓ Ownership
✓ Customer Focus
✓ Communication Skill
✓ Analytics
✓ Business Case
✓ Product Manager’s Tool
Box

17. 17
Analytics
1. Better decision from less
data
1. Use data to understand your
customer
1. What and Why of
Measurement and Analysis

18. 18
Business Case
1.Strategic alignment
2.Business Problem statement
3.Target Audience
4.Competition
5.Possible – Expected - Desired
To-Be state
6.What does success look like
(KPIs)
7.Identifying Exec sponsor,
Business sponsor, steering
committee, core working team

19. 19
Product Manager’s tool box*
1. Market and Customer Research
2. Product Roadmap
3. Prioritized Feature list – MVP
4. Delivery Schedule
5. Dependency alignment
6. Data and Metric
7. Readiness and Landing
8. Hyper care and ongoing support
9. Feedback channel
*living document - published, socialized and continuously updated

20. 20
AGENDA
What are core disciplines of Product Management
What to Start – Stop - Continue to transition to Product
Management
How to bridge the gap – from current role to Product Management
How to think about Strategic Goal and Business Success
Criteria
What makes a successful Product Manager

21. 21
1.Train your brain to be a Product
Manager
1.Obsess over detail
1.Build hypothesis/ alternatives
1.Visualize success and failure
Start

22. 22
1. Accepting status quo
1. Saying “Yes” to everything
1. Playing safe
Stop

23. 23
1. Be Proactive
1. Look for Product Management
resources
1. Be Curious
Continue

24. 24
AGENDA
What are core disciplines of Product Management
What to Start – Stop - Continue to transition to Product
Management
How to bridge the gap – from current role to Product Management
How to think about Strategic Goal and Business Success
Criteria
What makes a successful Product Manager

25. 25
How to bridge the gap
LEARNING BY DOING

26. 26
Build an app, a website or a product
1.Find a need
2.Create a Business case
3.Establish Business success
criterion
4.Start small – MVP (80-20 rule)
5.List Issues and Risks upfront
6.Build Delivery Plan - Deliver fast
/fail fast
7.Gather feedback
8.Utilize free trials, templates/tools
Journey matters more than the destination

27. 27
AGENDA
What are core disciplines of Product Management
What to Start – Stop - Continue to transition to Product
Management
How to bridge the gap – from current role to Product Management
How to think about Strategic Goal and Business Success
Criteria
What makes a successful Product Manager

28. 28
Business Strategy & Business Success
Criteria
Business Strategy:
✓ Defined keeping organization’s core values, competition and industry trends in
mind
✓ PM builds products or services that directly or indirectly contribute to
organization’s Business strategy
✓ Examples of strategic driver: CPE, ROI, Operational Excellence, Market Share
etc.
Business Success Criterion or Key Performance Indicators (KPIs):
✓ PM establishes KPIs to measure success of product or service
✓ What can not be measured, can not be improved

29. Establish SMART Business Success Criterion
(KPI)
Specific
Measurabl
e
Actionable
Relevant
Time-bound

30. Example of good Business Success Criteria/
KPI
# KPI Name Description Value Baseline Target By Measurement Plan
1 Maintenance
Cost Reduction
Reduction in
maintenance costs
Maintenance $23,000,000 $8,000,000 July 2018
Cost per transaction
To be measured by
operations team as
Quarterly Value
2
Platform
Reduction
Consolidation of
budgeting and
planning platforms
Productivity /
Efficiency
23 platforms 10 platforms
August
2018
Manual count performed by
Application Portfolio team
Program: Madagascar
Strategy: Operational Excellence

31. Key Performance Indicators (KPIs) Do’s and Don’ts
Do’
s
✓ KPIs directly align to the
Business critical success
factors
✓ Partner with Business owner in
developing KPIs
✓ Establish KPIs that deliver
outcome in short period
✓ Create measurement plan and
accountability
✓ Seek help from Strategy team
or other resources
Don’ts
⦸Create tactical/functional
KPIs that do not map to
strategy
⦸Establish KPIs that don’t
deliver value for 2 to 3yrs
⦸Create too many KPIs
⦸Establish a KPI that cannot
be measured easily and
precisely
⦸Create KPI’s in isolation,
without involving key
stakeholders

32. 32
AGENDA
What are core disciplines of Product Management
What to Start – Stop - Continue to transition to Product
Management
How to bridge the gap – from current role to Product Management
How to think about Strategic Goal and Business Success
Criteria
What makes a successful Product Manager

33. What makes a successful Product Manager
Hustler
Scrapp
y
Curious
Open Mind Build
Credibility
Stay Focused
Risk Taker
Learn something
new
Give back to community
Be patient….continue to do right things and you will see yourself maturing overtime!

34. 34
Product Management
A.K.A
Superhero’s role
Takeaway
Be Tenacious, Fight for your customer and Enjoy the ride!

35. Takeaway

36. My Mantra
Build and Deliver an experience where customers
don’t have to come - they want to come
85% of your success is due to your skills in Human
Engineering – your personality and ability to
communicate, negotiate and lead

37. Thank You
Richa Rai
richarai@hotmail.com

38. Part-time Product Management Courses in
San Francisco, Silicon Valley, Los Angeles, New
York, Austin, Boston, Seattle, Chicago, Denver,
London, Toronto
www.productschool.com