Presented to- Dr.

Sonia Rathee
Presented by- Kartikay
MBA (BA)
 Learning objectives
• Introduction to product management.
• Who is product manager.
• Roles of product manager.
• Hiring of Product manager.
• How to build a product (Methods)
-double diamond process method
-lean product pyramid method.
• How to launch a product.
• Examples.
• Conclusion.
 Product management

Product management is determining a product strategy, as well as

developing and marketing products and services in such a way that they
fit perfectly with the target audience.
 Product Manager

A product manager is the person who identifies the customer need and the
larger business objectives that a product or feature will fulfill.
And, builds a plan with the team to turn that vision of success into reality.
Role of Product manager
Basically, PM used to do-

• Planning (understanding the problem)

Pm should master/understand the problem scope and develop a plan to
identify and solve the problems.
• Designing ( defining a solution)
Pm should discuss with engineers, researchers and data scientist to ensure
the best solution is built. PM doesn’t decide “what” and “how” the
solution will work but guides the team to arrive at best possible solution.
• Executing (delivering the value proposition)
Execution is very important as all planning & theory will fail if the product
doesn’t launched on time. PM’s are responsible to deliver the best solution
to the customer as per plan and on time.
Role of PM in different companies
To get hired for various different companies a PM should have skills –

• Product sense- Business and design understanding.

• Analytical ability- Understand and use data effectively.
• Leadership- communication and influence.

Hiring as PM in various different companies-

• Amazon- Hires mostly from B schools and have 5-6 rounds of behavioral
interview, writing and leadership skills.
• Google- Hires from Industry and B schools by having 4-5 rounds of
interview with one round of software programming test.
• Microsoft- Hires from top colleges and conduct 4-5 rounds on product
design.
Building a product (Methods)

Phase1- Problem discovery

Phase2- Solution discovery
Examining the phases
•Discovery: gathering data- The objective of this stage within the Double
Diamond model is to identify the actual problem or opportunity. Normal
activities in this stage include market research.

•Definition Stage: filtering through data- The definition stage in the Double
Diamond model consists of filtering through all the information got from
stage one, and elaborating on it.

•Development stage: start to design- The development stage involves a lot

of multi-disciplinary work – putting the designers together with internal
partners.

•Delivery stage: test and release - The final testing is that one last look at
the product to make sure there are no issues with it. This includes testing it
against any regulation and legal standards, damage testing and/or
compatibility testing.
The Lean product pyramid
•Target Customer- Companies define their target customers by
capturing key attributes, including needs, demographics,
psychographics, and behaviors.

• The Problem- Importance is a problem space concept that measures

how valuable a need is to a customer. Generate a bunch of problem
ideas or opportunities and then prioritize those opportunities to pick
the right one based on its impact.

•Value Proposition- Value proposition is a plan for how your product

will meet customer needs better than the alternatives. And, need to
figure out How will your product outperform the others? What unique
features of your product will delight customers?

•Features- Features are a product's traits or attributes that deliver

value to end-users and differentiate a product in the market.

•User Experience- The goal of UX (User Experience) is to delight the

customer. it must be high quality to create customer value and test for
improvement.
Launching a product

A product launch is the most important part of a product's journey

because it is the first interaction between your product and the market.

There are two key questions associated with launching a
product successfully:

a. How are you going to launch?

b. How do you know whether the product works?

How are you going to launch?

•Target Market

•Logistics

How do you know whether the product works?

Evaluating the launch requires three things:

a) Success Metrics,
b) Evaluation Method and
c) Success Criteria
Examples of product development/management

• Focus on user
• Think 10x
• Launch & Iterate

• Working backward method

-write internal press
-refine the document
-roadmap/strategy guide for product direction & progress.
Conclusion
Learning outcomes after taking up the product management
course-

• That how an Idea came into existence and becomes a useful product for
the end user.
• And being a PM is not an easy task as its challenging to lead others and
being accountable for the results.
• About the methodologies or phases which are important to understand
while building and launching a product into the market.
• Also about Understanding the Market (e.g., industry, segmentation,
pricing, value proposition, market positioning).