Professional Documents
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Product
Management
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12/16/2021 1
What consumer apps we use?
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Which Business apps we use?
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Software operates World
➢Business Apps
➢ Project Management – Jira, Rally,
Confluence, Xmind, Miro, diagrams.net
➢ Wire framing & Prototyping- balsamiq,
invision, Figma
➢ Salesforce CRM, Workday, Payroll
Management, BMC Remedy ITSM Apps,
Service Now, Knowledge Management
➢ Work – Zoom, Microsoft Teams, Slack,
Office Apps (Word, Excel, PPT)
➢ Google Workspace Stack
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Great companies & products
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What is the need of Product Manager?
➢Engineers – Coding
➢Designers - UX
➢Marketing – 7P’s
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Youtube Org chart
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Product Team’s Structure
Product Manager1
Product Manager2
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Any other PM’s -> CEO ?
➢Andy Jassy
➢Elon Musk
➢Steve Jobs
➢ Travis Vanderzanden
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Role of Product Manager
OUTSIDE IN
➢ Business Strategy and Technical Execution ➢Work with engineers and designers to get the
➢ Understand Customer behavior and identify right product built
customer problems ➢Prioritize small no. of features that solve
➢Identify Right opportunities - using data and customer problems
intuition ➢Say "no" to feature requests that don't fit the
➢Define Product vision and success metrics customer needs
❖Program Managers
❖Focus on "getting it built"
❖Work with Engineering and Operations
❖Execution Masters
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Different titles
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Types of Product Managers
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How to become a PM?
❖Engineer interested in Business “ If you want to learn something,
Read it.
❖BA to PM
If you want to understand something,
❖Trainings: Pragmatic Marketing,
write about it.
Behavioural Economics
If you want to master something,
❖Application of Learning
Teach it”
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Software Product Management –A Triad
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How much technical do PMs have to be?
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How much Business centric PMs have to be?
❖Understand the industry of the Company for which they are building products.
❖Who are the customers?
❖Who are major players in Ecosystem?
❖What differentiates one player from another?
❖How do Businesses make Money (Monetization Models)?
❖Basic finance concepts: Revenue vs Profit
❖Domain Expertise e.g: Fintech, Insurance, HR Management Systems, Telecom,
Travel, Manufacturing, IOT apps, Gaming Products, etc
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How much Design oriented a PM should be?
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Should Product Managers be Engineers only?
https://www.rebellearninghouse.com/post/should-software-product-managers-be-engineers-only
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What % of time does PM spend on technical activities?
❖ Product backlog grooming
❖Agile product development
❖Feature prioritization
❖Product Roadmap
❖ Project management
❖UX Design –wireframe& prototyping
❖User testing
❖Journey mapping
❖Data analysis
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How are products build ?
❖Different Methodologies
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Is there any other method of building Software products?
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3. Hybrid approach
PM’s plan things upfront
◦ Conduct user research, Competition analysis, Spot the right
opportunity
◦ Define problems that need to be solved.
◦ Then adopt lean approach to build product.
◦ Pivot when there are technical challenges or customer preferences
change in implementation phase.
◦ So, Plan + Change + adopt + fast + iterative
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Software Product Development Lifecycle
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1. Identifying and planning the Right Opportunity
❖Core job of PM: find out what to build next/ What problems to be
solved?
❖Three Parts:
❖Strategically understanding Company
❖Create Opportunity Hypothesis
❖Validating Hypothesis
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Strategically understanding Company
❖ Who is Target Persona?
❖ Company Expertise
❖ Competition analysis
❖ Environment Analysis
❖If the goal is to delight customers, build features that they will love, but wouldn’t expect.
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Creating Opportunity Hypothesis
❖ What is the right thing to work on next?
❖ A metric is a source of new Opportunity : Track no. of bus bookings, cab. Track the user
journey on the app and identify drop points -> Defect in the system.
❖Understanding Company context and goals, talking to users, analyzing usage trends, bug
reports, feature request – will form input to a new Opportunity
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Validating the Opportunity
❖Limited time and resources, hence validating idea saves time and money
❖MVP: Minimum set of features that will address the opportunity well for most of target
customers and validate the opportunity. E.g: Dropbox ‘s video, Buffer MVP
❖Non-MVP approach: Build perfect product with all features and when released, Customers
don’t use the product.
❖Building features and iterating for a long time without releasing early and validation at
later stage. This is harmful to Business.
❖ User Research
❖ Prototypes: (high fidelity mockups that can be tested with customers to validate the
design)
❖Design is done when validation of prototype is complete and Engineering has agreed to the
viability of the Solution.
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3. Building Solution – Strength area
❖ Waterfall, Agile or Hybrid
❖Involved throughout Development: Prioritize Bugs, Test Software and Features, Scrum calls
❖ Negotiate on Technical debt, ask Engineering to write kludgey code that isn't suitable in the long term
❖ Tradeoffs between: Accepting short-term debt to provide customer value faster or even fixing tech
debt to make system stable
❖Many corner use cases are identified when Engineers build the solution which are missed in Product
definition
❖ During Development, share prototypes with internal team and customers to test and get early
feedback
❖This Phase is complete only when Working Software is tested and Ready for Release
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4. Sharing the Solution/Product Marketing
❖Launch Product, Share it with World and let Customers know how Product solves the problem.
❖This phase is done, when Product is Generally available for Customers to use. Marketing campaigns
continue post launch also even when Development Team has moved to another version of the product.
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5. Assessing the Solution/Product Metrics & Analytics
➢ Software Product Management Universe is vast and Technical skills alone wont suffice to
be successful in PM role.
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