productboard Copyright © 2015 ProductBoard, Inc. All rights reserved.
Product strategy foundations
Best practice PM process
Role of Product Management
productboard’s vision & demo
The plan for today
Questions? fire away!
productboard Copyright © 2015 ProductBoard, Inc. All rights reserved.
Product strategy foundations
Best practice PM process
Role of Product Management
productboard’s vision & demo
The plan for today
Questions? fire away!
productboard Copyright © 2015 ProductBoard, Inc. All rights reserved.
Most products fail. Most features are hardly ever used.
Why?
We make products nobody wants.
productboard Copyright © 2015 ProductBoard, Inc. All rights reserved.
The World
PEOPLE
PROBLEMS PRODUCTS
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The World
Is the problem painful enough? Is the product good enough?
Is there enough people?
PEOPLE
PROBLEMS PRODUCTS
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The People
Minimum Viable Market
Mar
ket S
ize
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The Problem
What jobs are people trying to get done?
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“People don't want to buy a quarter-inch drill, they want a quarter-inch hole.”
-Theodore Levitt
photo credit photoXpress
productboard Copyright © 2015 ProductBoard, Inc. All rights reserved.
The World
PEOPLE
PROBLEMS PRODUCTS
Ideal product-market fit
Ideal>
Value proposition
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The World
PEOPLE
PROBLEMS PRODUCTS
Niche pain-killer
PEOPLE
PROBLEMS PRODUCTS
PEOPLE
PROBLEMS PRODUCTS
Ideal>
Real
Vitamin Mediocre product
Value proposition
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Strategy
http://www.aeromobil.com/
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“Product-market fit means being in a good market with a product that can satisfy that market.” - Marc Andreessen, a16z
“Product-market fit is when people sell for you.” - Josh Porter, author of Designing for the Social Web
Myth #1: Product market fit is always a discrete, big bang event Myth #2: It’s patently obvious when you have product market fit Myth #3: Once you achieve product market fit, you can’t lose it Myth #4: Once you have product-market fit, you don’t have to sweat the competition - Ben Horowitz, a16z
“Product-market fit is when 100% of your customers are using 100% of your features” - Des Traynor, Intercom
“Product-market fit can be measured according to a specific metric: when, in a survey, at least 40% of users say they would be “very disappointed” without your product or service. - Sean Ellis
What is Product-Market fit?
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Why does identifying Product-Market fit matter?
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Minimum Viable Market
Minimum Viable Product
Problem
Solution
Value Prop
!!!!!!! !!!!!!! !!!!!!! !!!!!!! !!!!!!!
""""""" """"""" """"""" """"""" """""""
Solution
Problem
Value Prop
!!!!!!! !!!!!!! !!!!!!! !!!!!!! !!!!!!!
""""""" """"""" """"""" """"""" """""""
!!!!!!! !!!!!!! !!!!!!! !!!!!!! !!!!!!!
Solution
Problem
Value Prop
""""""" """"""" """"""" """"""" """""""
Mar
ket
Prod
uct
1. Problem - Solution
Fit
2. Product - Market
Fit
3. Scale within
Market
4. Expand to other
Markets
!!!!!!! !!!!!!! !!!!!!! !!!!!!! !!!!!!!
Solution
Problem
Value Prop
""""""" """"""" """"""" """"""" """""""
The right way to build a business
productboard Copyright © 2015 ProductBoard, Inc. All rights reserved.
Minimum Viable Market
1. Problem - Solution
Fit
2. Product - Market
Fit
Minimum Viable Product
Problem
Solution
Value Prop
!!!!!!! !!!!!!! !!!!!!! !!!!!!! !!!!!!!
""""""" """"""" """"""" """"""" """""""
Solution
Problem
Value Prop
!!!!!!! !!!!!!! !!!!!!! !!!!!!! !!!!!!!
""""""" """"""" """"""" """"""" """""""
3. Scale within
Markets
!!!!!!! !!!!!!! !!!!!!! !!!!!!! !!!!!!!
Solution
Problem
Value Prop
""""""" """"""" """"""" """"""" """""""
Mar
ket
Prod
uct
4. Expand to other
Markets
!!!!!!! !!!!!!! !!!!!!! !!!!!!! !!!!!!!
Solution
Problem
Value Prop
""""""" """"""" """"""" """"""" """""""
wrong
across
Mis
Die
The right way to build a business
productboard Copyright © 2015 ProductBoard, Inc. All rights reserved.
Product strategy foundations
Best practice PM process
Role of Product Management
productboard’s vision & demo
The plan for today
Questions? fire away!
productboard Copyright © 2015 ProductBoard, Inc. All rights reserved.
Best practice Product Management process
Deliver a good enough product
Define Go-to-market
strategy
Discover Value
Proposition Clearly describe target people, problems and products
Define how you are gonna get to the target value proposition - with clear jobs and priorities
Deliver through lean development process
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Get jobs done better
Get more jobs doneJob 1 Job 2 Job 3
good enough
Define clear focus
Job 4
Go-to-market-strategy
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Go-to-market-strategyExample - Lets build a house
Get shelter for me and my wife
Stay clean and healthy
Make meals
Enjoy family time
Park my car
Problems
Bath Bedroom
Kitchen Living room Garage
Product
productboard Copyright © 2015 ProductBoard, Inc. All rights reserved.
Methodologies combined Execution
productboard Copyright © 2015 ProductBoard, Inc. All rights reserved.
Product strategy foundations
Best practice PM process
Role of Product Management
productboard’s vision & demo
The plan for today
Questions? fire away!
productboard Copyright © 2015 ProductBoard, Inc. All rights reserved.
What is Product Management?
The art and science of making products people want.
productboard Strictly Confidential. Copyright © 2015 ProductBoard, Inc. All rights reserved.
Product Managers are in the center of it all
Executives
DevelopmentSales
Marketing Support
Product Management
product bits
field input, commitments market feedback
vision, targets, resources, budget
strategy, forecasts, commitments, roadmaps, competitive intelligence
market context, priorities, requirements, roadmaps, epics, user stories, personas…
segmentation, messages, benefits/features, pricing, qualifications, demos, roadmap
Technology Business courtesy of @richmironov
productboard Strictly Confidential. Copyright © 2015 ProductBoard, Inc. All rights reserved.
Executives
DevelopmentSales
Marketing Support
Product Management
BusinessTechnology
productboard Strictly Confidential. Copyright © 2015 ProductBoard, Inc. All rights reserved.
Who are they?
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Always outline the trinity
PEOPLE
PROBLEMS PRODUCTS
Value proposition
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Thank you and please reach out to me!
Hubert Palanwww.linkedin.com/in/hubertpalan @hpalan [email protected]
http://productboard.com