(ServiceNow) - Day 2

Welcome to
Product School!
Day 2 - SPMC
Agenda
Day 1 Day 2 Day 3 Day 4 Day 5
Introductions Innovation Data & Discovery Product Optimization Product Financials

Logistics, Introduction, Innovation frameworks, Data Analytics, Optimization, Positioning and pricing,
and Overview Design Thinking, Google Data-Informed decisions Experimentation, Budget, Forecast, and
Ventures Design Sprint, Personalization Return on Investment (ROI)
Product Strategy Brainstorming, Open Prioritization
Create a winning strategy, Innovation Framework Ruthless Prioritization, Outcomes & Impact Maximizing Performance
Product Strategy Prioritization Framework, Outcome vs Output, Team Performance, Give &
framework, Maximize Resilient Roadmaps, Quantity Outcomes and Receive Feedback, Leading
Product Development Product-Market Fit Communicating Updates Impact, Branding & a Team
Lifecycle Market Assessment, Storytelling
Expanding Product-Market Product Execution Influence & Relationships
Metrics & Objectives Fit Requirement Standards, Product Presentations Leading without formal
Metrics a PM should know, PRDs, Communicating Best Practices, Design great Authority, Stakeholder
OKRs Market Research requirements with the Dev slides, Deliver Collaboration, Manage
Types of Market Research, Team, Storytelling, presentations difficult conversations,
User Research Competition & Climate, Manage Trade-offs, Working with Engineers &
Types of User Research, Feature Market Analysis, Constraints, Limitations, Business Models Designers
Customer Journey Customer acquisition Risk and assumptions Types of business models
Mapping, Personas, channels Product Presentations
Use Cases Scaling Product Final Presentations &
Growth & Analytics Product Team at Scale Feedback
Product-Led Growth,
Product Analytics
01
Innovation
01
Innovation
Frameworks
Module 2 > Innovation > Innovation Frameworks
10 Types of Innovation
02
Design Thinking
Module 2 > Innovation > Design Thinking
Design Thinking
Create Problem Solving Human Centered Mindset Shifts
Learn about
Empathize
audience
Sharpen Key questions Define
Brainstorm and create

Ideate
solutions
Build representations of one

Prototype
or more ideas
Test ideas and gain user

Test
feedback
WHY WHAT HOW BUILD LAUNCH IMPROVE
Discover Define Design Develop Deploy Refine

Discover goals Define solutions Design modern, Use the right Deploy quality Use analytics and
and challenges of to meet business clean, and tools and assured products customer data
the market, and audiences emotionally capabilities to and input to
business, and goals and take evocative develop solutions refine the
audiences advantage of experiences that that address the experience for
through strategic market achieve goals and objectives optimum
study opportunities hit KPIs performance
Discover Define Design
● User Experience Goals ● Information Architecture ● Visual Design
● Audience Personas + Priorities ● User Flows ● Content Production &

Copywriting
● Site Evaluation ● Wireframes + UX Prototyping
● Brand Toolkit Development
● Business & Industry Goals ● Content Strategy
● Style Guide Creation
● Business Requirements ● Technical Requirements
● Competitive Analysis
● Brand Objectives
Case Study: [ServiceNow]
Case Study Development
Team Activity Roles
TIMEKEEPER NOTE TAKER PRESENTER
Ensure the team has Write team solutions and Present team solution to the
completed the activity in ideas that are discussed on class once back in the main
the given amt of time. a shared team document. room.
Update team on how much
time is left for the activity.
© 2023 ServiceNow, Inc. All Rights Reserved. Confidential. 12

Template: Design Thinking Canvas
Design Process in 4 steps:
● Discover
● Define
● Develop
● Deliver
Use your workbook to complete this activity:

[ServiceNow] Case Study & Template Workbook
03
Google Ventures
Design Sprints
Expectation Reality
Build it Building takes forever
2 2
Start with a
bad idea
v
No going
Idea 1 3 Launch 1 3 back
Next
shiny idea
4 4
Measure Inconclusive results
Module 2 > Innovation > Google Ventures Design Sprints
Google Ventures Design Sprint

2
Prototype
Have an idea 1 3
Repeat as necessary
Test with a research sprint

Design sprint process
Prepare Day 1 Day 2 Day 3 Day 4 Users!
Design sprint process: Prepare
● Pick a big problem
● Choose the right people
● Schedule user stories
● Pick a facilitator
● Get the tools

Design sprint process: Day 1
● Define the sprint challenge clearly
● Pick a solid deliverable
● Understand the context
● Summarize what is there now
● Lightning demos
● Brainstorm as many solutions as possible
● Crazy Eights
● Let people work on their own
● Don't attach names to things

● Vote for best pieces
● Discuss what you like
● Super vote
● Build a testable version

Design sprint process: Users
● Show how to other humans
● Note good stuff and areas for improvement
● Review
Design Sprint Template
● Fresh, pragmatic and efficient,

the Sprint revolutionizes the way
teams work and collaborate. The
return on investment is
substantial because a Design
Sprint condenses months of work
into just a few days
● Great for building relationships

and digging deep into a problem
View this template here

Brainstorming
Module 2 > Innovation > Brainstorming
7 secrets for better brainstorming
1. Sharpen the focus
2. Playful Rules
3. Number your ideas
4. Build and Jump
5. Get Physical
6. Playful Rules
7. Number your Ideas

Module 2 > Innovation > Brainstorming
Template: Brainstorming
1. Encourage wild ideas - If none of the ideas sound a bit
ridiculous, then you are filtering yourself too much
2. Defer judgment - This can be as direct as harsh words or as

subtle as a condescending tone or talking over one another
3. Build on the ideas of others - "I want to build on that idea" or

the use of "yes, and..."
4. Stay focused on the topic at hand
5. Have one conversation at a time
6. Be visual - Draw and upload and/or show ideas whenever

possible
7. Go for quantity
View this template here
Open Innovation
Framework
Module 2 > Innovation > Open Innovation Framework
Open Innovation
Unmute and Share Estimated time: 10 minutes
Module 2 > Innovation > Open Innovation Framework
Class Discussion: What gets in the way of

Innovation?
Which of the What obstacles get

frameworks would in the way of
work best at your innovation, and how
organization? Why? can you overcome
them?
Case Study > [ServiceNow]
Activity: Evaluate Changes in the Landscape
● Open the template and fill in the

Consumer Trend Canvas
● Visualize how to create opportunities

out of consumer trends.

02
Maximize Product
Market Fit
01
Market
Assessment
Module 2 > Maximize Product Market Fit > Market Assessment
Market Assessment
Serviceable Obtainable Market (SOM)

What share of the SAM can be captured SOM
Serviceable Addressable Market (SAM)

What part of the TAM is being served
SAM
Total Addressable Market (TAM) TAM

The sector’s entire revenue opportunity
Total Addressable Market (TAM)
1. Top Down
2. Bottom Up
SOM
3. Value Theory
4. External Research
SAM
Where can I sell my product?

The sector’s entire revenue opportunity

1. Part of the TAM that can actually be reached
2. Assumes 100% of a TAM is impossible for business

SOM
3. Consider constraints that no person internally can
influence in the benefits of the company

SAM
What’s the share of the addressable
market I can serve?
TAM

What share of the SAM can be captured SOM
1. Competition of the Industry
2. Potential New Entrants into the industry
3. Power of Suppliers
4. Power of Customers SAM

5. Threat of Substitute Products
Of the market I can serve, what’s the % of TAM

customers I can obtain?

Expanding
Product-Market Fit
How to increase market share?
New
Find a new problem and solve it
Benefits
● Largest opportunity of expansion
Examples
● Diversifying portfolio with entirely new/different products
● Strategic investments - big bets on innovation and future needs

Extend
Take a successful product and extend it to additional segments, personas or markets
Benefits
● Proven value proposition
● Less expensive and risky
Examples
● Restructure the use cases to define a new bundled or unbundled version
● Geographic expansion
● Integrate new or innovative technologies to avoid disruption
Enhance
Solve a similar problem that enhances your product value
Benefits
● Faster and Less risky than new problem and use case
● Defends disruption
Examples
● Horizontal - launch complimentary use case in a new product
● Vertical - add complimentary use case in same product (solve additional problems for
the same user)
Market Assessment in Action

Define the following

What share of the SAM can be captured
SOM
SAM
ChatGPT view on
ServiceNow
TAM (Total - The total market demand for IT service management (ITSM), IT,
Addressable
operations management (ITOM) and It business management (ITBM)
Market) for
ServiceNow
solutions that ServiceNow provides
- Represents the entire market opportunity that exists for ServiceNow´s
IT services management solutions
- Includes all potential customers and market segments that could benefit
from ServiceNow´s IT services management solutions
ChatGPT view on
ServiceNow
SAM (Service - The portion of the total market that ServiceNow´s IT services
Available
management solutions can be realistically applied to and benefit from
Market) for
ServiceNow
- Represents maximum potential market that ServiceNow could capture if
it had 100% market share for the specific IT services management
solutions it offers.
- Takes into account factors such as the size of the organization. IT
infrastructure, complexity, industry and other demographic factors
relevant to ServiceNow´s product offerings.
ChatGPT view on
ServiceNow
SOM - The portion of the TAM that ServiceNow can realistically capture and
(Serviceable
serve, given its resources and competitive environment.
Obtainable
Market) for
- Takes into account factors such as market share, competition and
ServiceNow available resources.
- Helps ServiceNow determine its target market and develop effective
strategies for capturing and serving the market.
03
Market Research
01
Types of Market
Research
Module 2 > Market Research > Types of Market Research
Types of Market Research
What is the nature of the problem?

Exploratory research
Is it extensive enough to be worth solving?
Identifying businesses in your market that offer similar products

Competitive Analysis
or services to yours. Come up with your USP (unique selling point)
Iterative insights on what your user is thinking, feeling, what their problems are. Before
User Insights
building you need to know who your user is
User Insight tells you the user wants your product, an MVP or Beta testing will let you know
Beta testing
you are building it the right way
Separating your users into specific groups will let you understand further your users. For
Segmentation
example: Geography, demographic, behavior
02
Competition and
Climate
Module 2 > Market Research > Competition and Climate
Competition & Climate
Look outside your own company What trends affect you?
1. What are your competitors doing? 1. Industry, societal, etc. trends
2. What’s working or not working? 2. How does it affect your product?
3. How could you capitalize it?
A good PM will be aware of what’s going on in the world

and think about what opportunities that might afford
Module 2 > Market Research > Competition and Climate
5Cs
Company All aspects of a company including products, culture,

strengths/weaknesses
Climate Regulation, technical environment, cultural trends
Collaborator Suppliers, distributors, partnerships
Customer Demographics, purchase behavior, market size, personas
Competitor Direct and potential future ones
03
Feature Market
Analysis
Module 2 >Market Research > Feature Market Analysis
What?
Conducting a competitive feature market analysis means checking out what features your
competitors’ products have and how they market the product overall
First identify and then analyze ● Determine the value of your

features of products that compete competition’s features
with yours ● Find opportunities for
differentiation
Why?
Knowing the why behind a feature will help your product at every step
● You’re more likely to easily avoid mistakes or even create a product that’s the same as a
competitor’s
● You already have a head start of researching customer needs and validating your
product idea with a competitor case study
● Sales and marketing will benefit to promote your product
● Identify your strengths and weaknesses before you build your product
How?
Step 1 Identify your 3-5 competitors
Step 2 Test your competitor’s features. Download or sign up for a free trial of your competitor’s product
Create a matrix with the competitors across the first row and the comparative factors you’re
Step 3
examining in the first column
Examine their marketing strategy. What’s their message? What do they think their competitive
Step 4
advantage is? Who is their target audience based on their tone of voice, medium, and imagery?
Look at the features. How do your features compare? In which areas do you have the advantage or
Step 5
disadvantage? Is there something missing that’s important or delightful that you can add in?
Navigation/Mapping Platform
For this activity you will need to download the template “Feature Market Analysis”
Activity: Feature Market Analysis
Identify potential and target customers,

market needs, competitors, barriers to entry,
and relevant regulatory concerns

04
Customer Acquisition
Channels
Module 2 >Market Research > Customer Acquisition Channels
Customer Acquisition Channels
Paid Earned Owned
● SEM: Paid Search ● PR ● Website
● Display ● SEO ● Organic social

media channels
● Social
● Email
● (Facebook, Twitter)
● Community
● Affiliate
● Influencer
FUNNEL
CHANNEL TARGETING REACH COST IMPACT EFFORT
STAGE
Middle; Bottom Medium Medium High High Medium
Paid Search
Display Top High High High Medium Medium
Top; Middle; High High High High High

Paid Social
Bottom
Affiliate Bottom Low Medium High Medium Low
Influencer Top Low Medium High Medium Low
PR Top Low High High Medium Medium
Seo Middle; Bottom Low Medium Medium Medium High
Website Middle; Bottom Low Low Low High Medium
Organic Middle Low Medium Low Medium High

Social
Email Middle; Bottom Medium Low Low High Medium
Terminology
Impressions # of times your ad is shown in the SERP CVR Conversion Rate (Conversions / Clicks)
CTR Click-through Rate (Clicks / Impressions) CPC Cost per click (Cost / Clicks)
Quality Score CPA Cost per acquisition (Cost / Conversions)
● Expected CTR I2C Impression to conversion rate (Conversions / Impressions)
● Ad Relevance ROAS Revenue / Cost
● Landing Page Experience
SEM
Search
Paid Search Advertising
Engine
Marketing
SEO
Search Answer a user’s query (question) with

the most relevant, authoritative response
Engine
To inform Google that your content and your
Optimization
domain are authoritative and relevant
Disclaimer: SEO strategies are always changing and being debated

Paid Social and PPC
Pay Is a highly targeted channel for both

Per raising brand awareness and
acquiring new customers
Click
CRM
Marketing
Customer
Relationship
Customer
Management
Support Sales
Email Marketing
Effective way to engage prospective customers,

Email existing customers, and lapsed customers.
Marketing
CRO
Helping users achieve key goals that are important to

Conversion your business more frequently
Rate
Optimization If I pay $2 for every click on my Facebook ad
conversion rate is 15%
How much is my customer acquisition cost?

Class Discussion: Product Marketing
● How does Product align with Marketing in your organization and

balance responsibilities?
● What can you do to improve this relationship?
Q&A
04
Growth and
Analytics
01
Product-Led
Growth
Uncover ideas, tools, and strategies that
fuel high growth
Module 2> Growth and Analytics > Product-Led Growth
Product-Led Growth (PLG)
What Who Why

It’s a go-to-market strategy Product managers and leaders When products deliver value,
that puts the product at the typically are the drivers behind customers are more likely to
forefront of the customer a PLG strategy. A successful adopt the product - resulting in
journey and leverages the product-led growth strategy happy customers, continued
product as a key vehicle to requires cross-functional usage and successful outcomes,
acquire, convert, retain and alignment and involvement and ultimately positive ROI to
grow customers. across the entire organization the business
Why PLG is a growing movement

Product-Led Growth (PLG)
Product-led growth (PLG) is a business

methodology in which user acquisition, expansion,
conversion, and retention are all driven primarily by
the product itself.
It creates company-wide alignment across

teams—from engineering to sales and
marketing—around the product as the largest
source of sustainable, scalable business growth.
Example: Citrix
● It is a technology provider
● It provides digital workspace and

application delivery solution for
business
Example: Citrix
● The company provides personalized free trials

from the very beginning and this has had an impact
on their metrics
Example: Citrix
The Citrix ShareFile team resorted to

paid search data to personalize
onboarding for free users.
Example: Citrix
● As a result, it has increased engagement, and

boosted trial conversions
Zoom
If someone signs up for a zoom account and

create a zoom link, and invites their friends to
the zoom calls, these friends are going to
experience the power of zoom without even
signing up
Calendly
● Experience the product without even

signing up
● Product Led Retention: it's easy to get

started and continue to use
● Product Led Monetization: use credit card,

no sales needed
Example
● Acquisition: doesn`t have true product

acquisition
● Retention: Activation and engagement
● Monetization: Product-Led Sales

Concepts
SCARCITY EXCLUSIVITY URGENCY AUTHORITY
SOCIAL PROOF COMMITMENT LIKING CURIOSITY
Activity: Growth Optimization

Select one growth best practice, and document how your team can implement it.
Contextualized User Customer

ONBOARDING Trial Experience
User Feedback Enablement Onboarding
Data Driven Adoption

ADOPTION Release Experience Feature Activation
Roadmap Journey
NPS / Advocacy Support Ticket Customer Health &

RETENTION User Re-Activation
Program Deflection Product 360
Customer New Product

GROWTH Experimentation Paywalls / Upsell
Marketing Launch
Activity: Growth Opportunities
Generate one way to improve your product using a growth strategy.

Define one step of the funnel to focus on (awareness, acquisition,
activation, retention referral, revenue.)
Ex: How would you drive higher engagement with your Shopify App
Store? -

02
Product Analytics
"Without data, you are just

another person with an opinion."
W. Edwards Deming
Module 2> Growth and Analytics > Product Analytics
A bit of terminology: the Buzzword
Analytics: "extensive use of data, statistical and

quantitative analysis, explanatory and predictive models,
and fact-based management to drive decisions and
actions." (Wikipedia)
Terminology: 3 Types of Analytics

Value
Prescriptive Analytics
What shall we do?
Predictive Analytics
What will happen?
Descriptive
Analytics
What happened?
Complexity
Terminology: 3 Types of Analytics
● Monitor KPIs, analyze past trends

Descriptive Analytics
● Tools: visualization software
● Example: “we’ve sold 10,000 hoodies last year”
● Predict future trends

Predictive Analytics
● Tools: machine learning, stat. modelling
● Example: “because of campaign A, we’ll sell 1,500 hoodies next month”
Prescriptive Analytics ● Give business recommendations
● Tools: ML and business acumen
● Example: “we should spend $10k more on FB ads to increase sales by $15k”
From Analysis to Recommendations
Common misconception about data science: automated insight finding.

You actually have to formulate precise questions in order to answer with data.
Start every business analytics project with the following questions:
● What has been done before?
● What do you want to achieve?
● How do you think we could achieve it?
→ Identify the stakeholders (=persons who have an interest in the project, direct or indirect) to
understand goals
→ Perform continuous elicitation (=collect information directly from people) to understand what is
available, doable, and needed
Business Goals Designed with SMART Objectives
S Specific ●
●
Make the goal clear and concise
Example: “increase customer satisfaction by 0.1”
● Counter-example: “improve customer satisfaction”
M
● Define relevant KPIs to be able to assert success
Measurable ● Example: “increase monthly single clicks on ads”
● Counter-example: “increase visibility”
A
● Assert feasibility
Attainable ● Example: “Increase hoodies sales by 10 %”
● Counter-example: “Double sales”
R
● Step back and rethink the relevance of your goal
Relevant ● Counter-example: “increase satisfaction in Asia” (with only
10 customers there)
T
● Set a deadline
Timely ● Example: “Within 3 months, …”
Dependent and Independent Variables
In any business analysis it is key to identify:
Independent variables (a.k.a. “input”)

The variables you can directly control (e.g. price, ads, website color, …)
Dependent variables (a.k.a "output”, “target”)

and the variables you want to monitor and influence (e.g. number of sales)
Actionable Analytics: Formulate Clear Questions and

Build A Plan
When using analytics to understand your business, strive

for simplicity
Focus on problem formulation: what question are you

trying to answer?
Assess data accessibility beforehand
Structure Your Analysis With a Structured Pyramid Analysis Plan
A goal that is Specific, Measurable, Attainable,

SMART goal Realistic, and Time-Bound
Dependent Variables that directly pertain to the accomplishment

Variables of the S.M.A.R.T. goal
Ideas and intuitions about what parameters may

Specific Questions impact the independent variables
Variables that may help explain the possible

Independent Variables connections in the questions, above, to the dependent
variables
Statistical analyses and plots of independent versus

Specific Analyses & Graphs dependent variables
Structured Pyramid Analysis Plan example for a recruitment business
In 3 months, analyze past hires data in order to increase

SMART goal monthly “longer than 6 months hires” by 10%.
Dependent
Variables
Specific Questions
Independent Variables
Specific Analyses & Graphs
EXAMPLE
In 3 months, analyze past hires data in order to increase

SMART goal monthly “longer than 6 months hires” by 10%.
Dependent
Early terminations Early resignations
Variables
Specific Questions
EXAMPLE
SMART goal In 3 months, analyze past hires data in order to increase monthly “longer
than 6 months hires” by 10%.
Dependent
Variables Early terminations Early resignations
When do What are the Is there a group that

Specific Questions terminations reasons for tends to resign
occur? terminations? more?
EXAMPLE
Dependent

Years of
TerminationHiring Age
Termination experience
reasons company
time
Independent Variables ❌cannot Sum of the
teminatedAt ❌data company field be used xpDuration
field in not available in clients DB legally field in ...
hires DB
EXAMPLE
Dependent

Years of
TerminationHiring Age
Termination experience
reasons company
time
Independent Variables ❌cannot Sum of the
teminatedAt ❌data company field be used xpDuration
field in not available in clients DB legally field in ...
hires DB

Distribution plot of Bar chart of the number Compare number of early
the number of of early terminations by resign for people with 10+
terminations vs weeks client years of experience vs others
after hire
EXAMPLE
Data and Analytic Tools

Every year PMs vote on the best tools. Here are the winners from the 2021 Proddy Awards
Estimated time: 15 minutes
Discussion: Challenges with Analytics
● Which are the analytic tools used in your

teams?
● What are the challenges of getting and using

the right data?
● What gets in the way of making

data-informed decisions?
Daily Reflection
1. State one concept or key learning
from today that was impactful for
you and/or that you will be able to
implement immediately in your role.
2. List any questions you have about

how today’s concepts tie into your
product, team, and/or job
responsibilities.
* Be sure to follow-up with your manager after
Product School to discuss these questions.

Let's Annotate Chat
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Q&A

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Welcome to

Introductions Innovation Data & Discovery Product Optimization Product Financials

Create Problem Solving Human Centered Mindset Shifts

Module 2 > Innovation > Design Thinking

Sharpen Key questions Define

Brainstorm and create

Build representations of one

Test ideas and gain user

WHY WHAT HOW BUILD LAUNCH IMPROVE

Discover Deﬁne Design Develop Deploy Reﬁne

Module 2 > Innovation > Design Thinking

Discover Define Design

● User Experience Goals ● Information Architecture ● Visual Design

● Audience Personas + Priorities ● User Flows ● Content Production &

Case Study Development

Team Activity Roles

TIMEKEEPER NOTE TAKER PRESENTER

© 2023 ServiceNow, Inc. All Rights Reserved. Confidential. 12

Template: Design Thinking Canvas

Design Process in 4 steps:

Use your workbook to complete this activity:

Build it Building takes forever

Module 2 > Innovation > Google Ventures Design Sprints

Google Ventures Design Sprint

Test with a research sprint

Design sprint process

Prepare Day 1 Day 2 Day 3 Day 4 Users!

Module 2 > Innovation > Google Ventures Design Sprints

Design sprint process: Prepare

Prepare Day 1 Day 2 Day 3 Day 4 Users!

● Pick a big problem

● Choose the right people

● Schedule user stories

● Get the tools

Design sprint process: Day 1

Prepare Day 1 Day 2 Day 3 Day 4 Users!

● Deﬁne the sprint challenge clearly

● Pick a solid deliverable

● Understand the context

● Summarize what is there now

Module 2 > Innovation > Google Ventures Design Sprints

Design sprint process: Day 2

Prepare Day 1 Day 2 Day 3 Day 4 Users!

● Brainstorm as many solutions as possible

● Let people work on their own

● Don't attach names to things

Design sprint process: Day 3

Prepare Day 1 Day 2 Day 3 Day 4 Users!

● Vote for best pieces

● Discuss what you like

Module 2 > Innovation > Google Ventures Design Sprints

Design sprint process: Day 4

Prepare Day 1 Day 2 Day 3 Day 4 Users!

● Build a testable version

Design sprint process: Users

Prepare Day 1 Day 2 Day 3 Day 4 Users!

● Show how to other humans

● Note good stuff and areas for improvement

Module 2 > Innovation > Google Ventures Design Sprints

Design Sprint Template

● Fresh, pragmatic and efﬁcient,

● Great for building relationships

View this template here