ProductTank Amsterdam January 2015 - Ivar Pruijn

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“Being a successful product manager at a startup” Ivar Pruijn // January 2015

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 we’ve 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.” 1

Steve Blank

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

Data is your best friend

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In a startup everything is new and uncertain. You’re in uncharted territory.

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

Make sure you have data from day one! Really. Stop what you’re 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 don’t know

What we don’t know we know

Knowns & unknowns

What there is to know

Wh

at w

e co

mpr

ehen

d

Unknown

Known

Known Unknown

What we don’t know we don’t

know

experiment ○ test all your assumptions

learn ○ about your business

reduce uncertainty ○ use data as a compass

get data ○ it’s your best friend

Traction / Growthis really all that matters

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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

Con

ten

t M

ktin

g

FB

Ad

s

Dis

pla

y

Mob

ile

Behavioral Psychology

Branding, Positioning, Storytelling

Copywriting

ACQUISITION/VIRALITY

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

Vir

alStatistics Programming

Product Design & UX Principles

A/B Testing DB Querying Excel ModelingFunnel

Marketing

Em

ail

PPC SEO

Soci

al

PR

Sale

s

Par

tner

- sh

ips

AnalyticsBase

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

Focusdon’t get caught up in day-to-day affairs

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“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!