Presented at Lean Startup Machine Seattle - June 2012

1. Product
Management
for
Entrepreneurs
By @stempm

2. “Beforeyou are a CEO, try being a
Product Manager…”
– Marc Pincus, CEO of Zynga
http://ecorner.stanford.edu/authorMaterialInfo.html?

3. Product Manager -
Entrepreneurs
 Mark Pincus - Zynga
 Jason Goldberg - Fab.com
 TA McCann – Gist
 Steve Jobs – Apple

5. What is a product?
- Something that can be described
- Something tangible
- Something you can sell

6. Whole Product
 Inmarketing, a whole product is a generic
product (or core product) augmented by
everything that is needed for the
customer to have a compelling reason to
buy

8. Tools
P&L

9. 4+1Ps
 Product
 Placement
 Price
 Promotion
 Packaging

10. Ps
 Positioning
 Personas

11. Personas

12. Persona
Goals
Road Map
Po Negotiation
sit Release
Pr ion
ism ing Themes
Prioritized
Backlog

13. Positioning
 For [target market]
 Looking [to solve what problem]
 We offer [product & benefits]
 Unlike [our competitors]
 Who have [major weaknesses]
 We offer [major differentiating benefit]

15. Ls

16. Ls

18. s
le
Execs
Sa et ing
Mark
Client Services
mt
d Mg En
gin
o ee
Pr
Sup
ring
port

19. Q&A

20. What do you need to know?
 Technologist would • Product
ask: Manager
– What do I need to would ask:
build?
– What do I need
to sell, to which
market and at
what time?

21. Finding Opportunities
 BlueOcean, Chasm, SWOT, etc.
 Technology expansion cycles (electricity,
phone, intranet, internet)
 Inventions vs. Innovation

22. Market Validation
 Customer Development;
 Customer Learning;

23. MVP
 Something that can be sold to a target
market.
 Validates Positioning &4P