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!