ABOUT GENERAL ASSEMBLY

Product Management: Let's Break it Down

Established in early 2011 as an innovative community in

New York City for entrepreneurs and startup companies,

General Assembly is an educational institution that

transforms thinkers into creators through education in

technology, business, and design at twelve campuses across

four continents.

GA Mission Statement

Product Management: Let's Break it Down

General Assembly campus locations

Meet Your Instructor

Jon Fukuda Co-Founder / Principal Limina Application Office

Product Management Immersive

In this 10-week course, students

will learn to navigate the product

cycle, from evaluating users and

managing a roadmap to creating

an MVP and developing metrics.

Product Management Immersive

‣  Understand your users and analyze the market to build a product that is both desirable and viable

‣  Create a roadmap and effectively manage communication with all stakeholders

‣  Develop metrics to measure your success and make tough decisions

PMI Course Schedule

‣ Dec. 9th - Mar. 3rd

‣ Tuesday & Thursdays

‣ 6:30PM - 8:30PM

Jon Fukuda CXO, limina.co

PRODUCT MANAGEMENT: LET'S BREAK IT DOWN

INTRODUCTION

‣ MISSION: BRING UX PLANNING AND DESIGN MANAGEMENT TO A WIDE RANGE OF COMPLEX INFORMATION TECHNOLOGIES.

‣  WHO ARE YOU? USER EXPERIENCE SPECIALIST WITH A FOCUS ON INTERACTION MODELING AND GRAPHICS DESIGN WITH EXPERIENCE LEADING FRONT END REQUIREMENTS, STRATEGY, DESIGN, TESTING AND EVALUATION ENGAGEMENTS.

‣ SPECIALTIES:

JON FUKUDA CXO, LIMINA.CO

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‣  User Experience Strategy & Future Mapping ‣  Sostware/UI Evaluation ‣  User research / Usability Testing ‣  Competitive Analysis

‣  Custom UI Design ‣  GUI Standards Documentation ‣  Usability Enhancement ‣  Implementation Support

AGENDA

‣ WHO (is the product manager?)

‣ WHAT (does the product manager do?)

‣  HOW (do they do it?)

‣ Got it? Great, Now you do it!

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PRODUCT MANAGEMENT: LET’S BREAK IT DOWN

WHO 11

JONY IVE APPLE

ELON MUSK TESLA+

YOU?

PRODUCT MANAGEMENT: LET’S BREAK IT DOWN

WHO’S THE PRODUCT MANAGER? 12

3 Roles: 1) Strategic Management 2) Visionary Innovator 3) Tactical Day-to-Day product ops Product managers must deliver value to the business and play a strategic role in determining the actions to achieve this. But their role is also hands-on and involves collaborating with multiple internal stakeholders

THE QUINTESSENTIAL MULTI-TASKER

You

Strategy

Senior Management

Marketing

Sales

Customer Service

Operations

Finance

R & D

Engineering or

Production

PRODUCT MANAGEMENT: LET’S BREAK IT DOWN

KEY CONCEPTS IN PRODUCT MANAGEMENT In a nutshell: planning, forecasting, production, and marketing of a product.

‣  Responsible for analyzing market conditions and defining features or functions of a product and managing it’s success in the market place.

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‣  Management

‣  Marketing operations

‣  Customer Service

‣  Identity management

‣  Research

‣  Segmentation

‣  Strategy

‣  Product marketing

‣  Dominance

‣  Social marketing

‣  Pricing

‣  Distribution

INVESTMENT COST REVENUE

PRODUCT MANAGEMENT: LET’S BREAK IT DOWN

WHAT - CREATE, DELIVER, MANAGE

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PRODUCT MANAGEMENT: LET’S BREAK IT DOWN

WHAT : THE PLC? ‣  reduce time to market

‣  improve product quality

‣  reduce prototyping costs

‣  identify potential sales opportunities and revenue contributions

‣  reduce environmental impacts at end-of-life

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THE PLC

DESIGN

ADVANTAGE

SPEED

GROWTH MAINTENANCE

GRACE -&-

CONTINUITY

THE GRIND = INSIGHT ‣  monitor product performance

‣  report on results

‣  respond to the issues

‣  grow product performance in the market place

‣  manage the PLC

PRODUCT MANAGEMENT: LET’S BREAK IT DOWN

HOW - INNOVATE, DESIGN, IMPLEMENT

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PRODUCT MANAGEMENT: LET’S BREAK IT DOWN 17

INSIGHT = INNOVATION New Product Development ‣  Innovate

- generate and rank ideas

- validate ideas agains the market place

- determine the ROI

‣  Design

- immerse team in customer problem

- define solution for production

‣  Implement:

- manage build

- prepare external messaging

- ensure operational readiness

NPD

IDEATE

EXPLORE

FOCUS BUILD

DEFINE IMMERSE

PREPARE

LAUNCH

ASSESS OPPORTUNITIES

SCALE TO BUSINESS CASE

MARKET PLANNING

DESIGN

PRODUCT MANAGEMENT: LET’S BREAK IT DOWN 18

UNDERSTANDING THE NEEDS OF YOUR USERS TO ENSURE PRODUCT / MARKET FIT ‣ Market Analysis : Unmet or Poorly Met Needs

‣ Competitive Analysis: SWOT

‣ User Research: Who are these, so called, “users” & what do they really need?

‣  Is there a rally cry for disruption?

PRODUCT MANAGEMENT: LET’S BREAK IT DOWN

YOUR TIME TO SHINE 19

SUMMARY KEY CHALLENGE / QUESTION SUMMARY KEY CHALLENGE / QUESTION

CASE STUDY

Come from behind and take over the market.

Moonlighting is a fledgling startup mobile application who’s goal is to take on fivr, taskrabbit, uber, lyft, angie’s list, craigs list and more by putting the peer-to-peer mobile economy in everyone’s hands.

MOONLIGHTING OPPORTUNITY. EVERYWHERE.

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KEY OBJECTIVE(S) AGENDA

RESOURCES DELIVERABLE

KEY OBJECTIVE(S) AGENDA

RESOURCES DELIVERABLE

EXERCISE

If you were product manager for Moonlighting, what would you do to ensure the company’s success?

5 mins

2 mins.

3 mins

2 mins

3 mins

1.  Overview of market need and potential solution

2.  Jot down some market competition (SWOT)

3.  Jot down critical success factors (features)

4.  Tell me your go to market strategy

5.  What are your KPI’s

Pseudo Product Development Plan

Pencil/Paper -or- Whiteboard

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YOU’RE THE MAN NOW, DOG!

PRODUCT MANAGEMENT: LET’S BREAK IT DOWN 22

DISCUSSION: BARRIERS & RISKS

‣ What are they?

‣ What will you do to mitigate or eliminate them?

Q&A Q&A PRODUCT MANAGEMENT: LET’S BREAK IT DOWN 23