Product Management for Entrepreneurs

By @stempm

“Before you are a CEO, try being a Product Manager…”

– Marc Pincus, CEO of Zynga

http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2311

Product Manager - Entrepreneurs Mark Pincus - Zynga

Jason Goldberg - Fab.com

TA McCann – Gist

Steve Jobs – Apple

What is a product?

- Something that can be described- Something tangible- Something you can sell

Whole Product In marketing, a whole product is a

generic product (or core product) augmented by everything that is needed for the customer to have a compelling reason to buy

Tools

P & L

4+1Ps Product Placement Price Promotion Packaging

Ps Positioning

Personas

Personas

Prioritized Backlog

Persona Goals

Release Themes

NegotiationPositioning Prism

Road Map

For [target market] Looking [to solve what problem] We offer [product & benefits] Unlike [our competitors] Who have [major weaknesses] We offer [major differentiating benefit]

Positioning

Ls

Ls

MarketingSales

Client Services

Engineering

Support

Exe

cs

Prod Mgmt

Q & A

What do you need to know? Technologist

would ask:– What do I need to

build?

• Product Manager would ask:– What do I need

to sell, to which market and at what time?

Finding Opportunities Blue Ocean, Chasm, SWOT, etc. Technology expansion cycles

(electricity, phone, intranet, internet) Inventions vs. Innovation

Market Validation Customer Development; Customer Learning;

MVP Something that can be sold to a target

market. Validates Positioning &4P