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How to Get a Product Manager Job, Presentation to Stanford GSB MBAs
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1
Lewis C. Lin talk to Stanford MBAsApril 15, 2014
#GetPMJob
2
The Role
#GetPMJob
3 #GetPMJob
What Product Managers “Can” Do
MarketingPM1 2
3
4
#GetPMJob4
What Product Managers “Say” They Do
5
What Product Managers “Typically” Do
#GetPMJob
Understand the
customer
Develop requireme
ntsPrioritize resources
Serve as launch lead
Collect feedback
6
Understanding the customer
#GetPMJob
1. Name and alias2. Problem quotes3. Age, day in the
life, thoughts & feelings
4. Goals5. Behavioral
variables
12
3
4
5
Personas
Understand the
customer
Develop requireme
ntsPrioritize resources
Primary POC for launch
Collect feedback
7
Developing requirements
#GetPMJob
Understand the
customer
Develop requireme
ntsPrioritize resources
Primary POC for launch
Collect feedback
As a <role>, I want <goal/desire> so that <benefit>.
Examples As an administrator, I want to be able to
add/delete/change my boss’s schedule so that I don’t have to use his password.
As a Facebook user, I want to see out-of-town friends who send status messages in my hometown first, so that I can send them a note.
User stories
8
Prioritizing resources
#GetPMJob
Understand the
customer
Develop requireme
ntsPrioritize resources
Primary POC for launch
Collect feedback
User Story Revenue Customer Satisfaction
Implementation Difficulty
Overall
Story A 3 3 1 9Story B 2 2 2 6Story C 1 1 3 3
Prioritization matrix
9
Serving as launch owner
#GetPMJob
Responsibilities Manage project
execution Primary exec contact Primary product
contact Primary press contact
Key documents Product FAQ
Understand the
customer
Develop requireme
ntsPrioritize resources
Primary POC for launch
Collect feedback
10
Evaluating customer feedback
#GetPMJob
Lift P-Value# of users completing signup
-13.21% 0.02
Profile completeness +1.65% 0.01# of users the posted +2.11% 0.05# posts +4.85% 0.01# of invites sent +2.36% 0.021 day retention +2.12% 0.077 day retention +1.08% 0.2030 day retention N/A N/A
Understand the
customer
Develop requireme
ntsPrioritize resources
Primary POC for launch
Collect feedback
A/B test: Adding “upload photo” to social network sign-up flow
11
Day-in-the-life of a PM
#GetPMJob
8:15a Go through emails8:45a Read TC; check out Nest UI
9a Review mock-ups with designer10a Lead daily stand-up meeting
10:30a Check email11:30a Customer call with sales team
12p Lunch meeting with market research team1p Last minute prep for product roadmap review2p Product roadmap preso to executives3p Send out meeting notes to team
3:30p Lead eng. call with Google to discuss API implementation4:30p Review A/B test results5:30p Work on product roadmap & tweak product backlog
12
Speed Round
#GetPMJob
#GetPMJob13
Quick tips for the PM interviewStandard TMAY Why company X? Behavioral questions
Case questions Product design Pricing New market entry Analytical Strategy Technical