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Why Product Managers Need Sneakers,[object Object],Steve Blank,[object Object],www.steveblank.com,[object Object],Twitter: sgblank,[object Object]
I Drew This,[object Object],CustomerDiscovery,[object Object],Company ,[object Object], Building,[object Object],CustomerValidation,[object Object],Customer Creation,[object Object],Pivot,[object Object]
I Called It:Customer Development,[object Object],CustomerDiscovery,[object Object],Company ,[object Object], Building,[object Object],CustomerValidation,[object Object],Customer Creation,[object Object],Pivot,[object Object]
I Wrote This,[object Object]
A Few People Read It,[object Object]
I Write a Blog  ,[object Object],www.steveblank.com,[object Object]
Five Short Stories,[object Object]
Not All Startups Are Equal,[object Object]
Small Business,[object Object],Startup,[object Object],Small Business Startups,[object Object],[object Object]
Feed the family,[object Object]
Feed the family,[object Object]
99.7% of all companies
~ 50% of total U.S. workershttp://www.sba.gov/advo/stats/sbfaq.pdf,[object Object]
Large Company Sustaining Innovation,[object Object],Sustaining Innovation,[object Object],Transition,[object Object],Scalable,[object Object],Startup,[object Object],Large Company,[object Object],[object Object]
Known product feature needs,[object Object]
 New tech / Unknown product features
 Looks like a scalable startup,[object Object]
Scalable,[object Object],Startup,[object Object],Large Company,[object Object],>$100M/year,[object Object],Exit Criteria,[object Object],[object Object]
 Total Available Market > $500m -$1B
 Can grow to $100m/year
Focused on execution and processScalable Startup,[object Object]
Scalable,[object Object],Startup,[object Object],Large Company,[object Object],>$100M/year,[object Object],[object Object]
 Can grow to $100m/year
 Business model found
 Focused on execution and process
 Typically requires “risk capital”Scalable Startup,[object Object],[object Object]
 Typically needs risk capital
 What Silicon Valley means when they say “Startup”,[object Object]
What VC’s Don’t Tell You:The Transition – Founders Leave,[object Object],Scalable,[object Object],Startup,[object Object],Transition,[object Object],Large Company,[object Object],Build,[object Object],[object Object]
 Professional Mgmt
 Process
 Beginning of scale,[object Object]
Needs Several Pairs of Sneakers,[object Object],Scalable,[object Object],Startup,[object Object],Transition,[object Object],Large Company,[object Object],Search,[object Object],Is very different here,[object Object],Product Management here,[object Object]
Why Product Managers Wear Sneakers,[object Object]
Startups Search and Pivot,[object Object],The Search for the Business Model,[object Object],Scalable,[object Object],Startup,[object Object],Transition,[object Object],Large Company,[object Object],Business Model found,[object Object],[object Object],   i.e. Product/Market fit,[object Object],[object Object]
 Repeatable sales model- Managers hired,[object Object]
Startups Search, Companies Execute,[object Object],The Execution of the Business Model,[object Object],The Search for the Business Model,[object Object],Scalable,[object Object],Startup,[object Object],Transition,[object Object],Large Company,[object Object],- Cash-flow breakeven,[object Object],- Profitable,[object Object],- Rapid scale,[object Object],- New Senior Mgmt,[object Object],~ 150 people,[object Object],[object Object]
 Product/Market fit- Repeatable sales model,[object Object],- Managers hired,[object Object]
Metrics Versus Accounting,[object Object],The Execution of the Business Model,[object Object],Scalable,[object Object],Startup,[object Object],Transition,[object Object],Large,[object Object],Company,[object Object],Traditional Accounting,[object Object],[object Object]
 Cash Flow Statement
 Income Statement,[object Object]
 Viral coefficient
 Customer Lifetime Value
 Average Selling Price/Order Size
 Monthly burn rate
 etc.  Traditional Accounting,[object Object],[object Object]
 Cash Flow Statement
 Income Statement,[object Object]
 Scalable
 Price List/Data Sheets
 Revenue Plan,[object Object]
 Pricing/Feature unstable
 Not yet repeatable
“One-off’s”
 Done by foundersSales,[object Object],[object Object]
 Scalable
 Price List/Data Sheets
 Revenue Plan,[object Object]
 Feature Spec’s
 Competitive Analysis
 Prod Mgmt driven,[object Object]
 Feature Spec’s
 Competitive AnalysisCustomer Development,[object Object],[object Object]
 Minimum Feature Set
Pivots
Founder-driven,[object Object]
 Waterfall Development
 QA
 Tech Pubs,[object Object]
 Waterfall Development
 QA
 Tech PubsAgile Development,[object Object],[object Object]
 Continuous Learning
 Self Organizing Teams
 Minimum Feature Set
 Pivots,[object Object]
 Known features for line extensions
 Known customers/markets
 Known business model,[object Object]
Unknown feature set
Unknown business model

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