ProductTank Amsterdam January 2015 - Ivar Pruijn

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Transcript of ProductTank Amsterdam January 2015 - Ivar Pruijn

  • Being a successful product manager at a startup

    Ivar Pruijn // January 2015

  • 3Things I learned

    that help mebe successful

  • A bit of history

  • For years weve treated startups like they are just smaller versions of a large company. However, we now know that a startup is a temporary organization designed to search for a repeatable

    and scalable business model. 1Steve Blank

    1 http://steveblank.com/2012/03/05/search-versus-execute/

  • Data is your best friend

    21

  • In a startup everything is new and uncertain. Youre in uncharted territory.

    Without a map, without a compass, where do you go?

    Make sure you have data from day one! Really. Stop what youre doing and go get it.

  • analytics.track('Ate after midnight', { name: Gizmo, type: Mogwai,});

    A feature is not done until it has analytics

  • Back in 2012...

  • Back in 2012...

  • Back in 2013...

  • function startExperiment(experiment) { $('#optimizely_toggle_running').text('Starting...'); optly.put('experiments/' + experiment.id, {'status': 'Running'}, function(response) { // Running $('#optimizely_toggle_running').text('Click to pause'); });}

    function createExperiment() { experiment = {} experiment.description = "Feed after 12am; optly.post('projects/1/experiments', experiment);}

    function createVariation(experiment, index, newTitle, weight) { // Generate variation code var variationTemplate = '$(".post-$POST_ID .entry-title a").text("$NEW_TITLE");'; var code = variationTemplate .replace(/\$OLD_TITLE/g, originalTitle) .replace(/\$NEW_TITLE/g, newTitle) .replace(/\$POST_ID/g, postId);

    // Request data var variation = { "description": newTitle, "js_component": code, "weight": weight }

    optly.put('variations/' + experiment.variation_ids[1], variation, onVariationCreated); }}

    Test all your assumptions

    & learn which things work

  • What we know we know

    What we know we dont know

    What we dont know we know

    Knowns & unknowns

    What there is to know

    Wha

    t we

    com

    preh

    end

    Unknown

    Known

    Known Unknown

    What we dont know we dont

    know

  • experiment test all your assumptions

    learn about your business

    reduce uncertainty use data as a compass

    get data its your best friend

  • Traction / Growthis really all that matters

    12

  • Find your business modelbefore you run out of money

  • Empathy

    Stickiness

    Virality

    Revenue

    Scale

    Gro

    wth

    Rat

    e

    I've found a real, poorly-met need a reachable market faces

    LEAN ANALYTICS STAGE

    "GATE" NEEDED TO MOVE FORWARD

    I've figured out how to solve the problem in a way they will adopt

    and pay for

    I've built the right product / features / functionality that keeps

    users around

    The users and features fuel growth organically and artificially

    I've found a sustainable, scalable business with the right margins in

    a healthy ecosystem

    I can achieve a successful exit for the right terms

    GROWTH

  • EMPATHYInterviews

    Surveys

    Segmentation

    Hypotheses and experiments

  • Data analysis

    Kano surveys

    Onboarding UX

    Lifecycle emails

    Support

    STICKINESS

  • CRO

    Cont

    ent

    Mkt

    ing

    FB A

    ds

    Dis

    play

    Mob

    ile

    Behavioral Psychology

    Branding, Positioning, Storytelling

    Copywriting

    ACQUISITION/VIRALITY

    Brian K BalfourVP Growth @ HubSpot, Formerly EIR @ Trinity Ventures, Growth advisor

    Vira

    lStatistics Programming Product Design & UX Principles

    A/B Testing DB Querying Excel Modeling Funnel Marketing

    Emai

    l

    PPC SEO

    Soci

    al

    PR Sale

    s

    Part

    ner-

    sh

    ips

    Analytics

    Base knowledge

    Marketing Foundation

    Channel Expertise

  • We are a public entity, and management made the decision that we would not

    purchase any cloud subscriptions for this year. So, once we have budgeting come back around in October, maybe we can revisit our

    needs then - an email from one of our customers last week

    Budgets are for losers

  • steal tactics

    lie about features

    beg for feedback

    grow before the money is gone

  • Focusdont get caught up in day-to-day affairs

    33

  • Settle on the best plan,Exploit the dynamic within,

    Develop it without - Sun Tzu, The Art of War

  • zoom in on short-term tactics

    zoom out on long-term strategy

    reflect on your vision

    focus on your real goals

  • Wrapping up

  • 1 2 3Data Growth Focus

  • Thank you!