Product Manager 101: What Does A Product Manager Actually Do? - PowerPoint PPT Presentation

Loading...

PPT – Product Manager 101: What Does A Product Manager Actually Do? PowerPoint presentation | free to download - id: 6868fe-NjY0N



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

Product Manager 101: What Does A Product Manager Actually Do?

Description:

Title: Product Manager 101: What Does A Product Manager Actually Do? Last modified by: Chris Cummings Document presentation format: Custom Other titles – PowerPoint PPT presentation

Number of Views:24
Avg rating:3.0/5.0
Slides: 19
Provided by: christopher335
Learn more at: http://christophercummings.com
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Product Manager 101: What Does A Product Manager Actually Do?


1
Product Manager 101 What Does A Product
Manager Actually Do? with Christopher
Cummings Senior Product Manager Lycos Christopher.
cummings_at_lycos-inc.com
2
Welcome Webinar Attendees
2. Control Panel
1. Viewer Window
  • Your GoToWebinar Attendee Viewer is made of 2
    parts

Type your question here
3
Product Manager 101 What Does A Product
Manager Actually Do? with Christopher
Cummings Senior Product Manager Lycos christopherc
ummings_at_yahoo.com
4
Product Manager 101 What Does A Product Manager
Actually Do?
  • Presented by Christopher Cummings
  • http//www.christophercummings.com

5
What Is A Product Manager?
  • "A Product Manager fills in the gaps between
    different functions and departments in order to
    make sure that the product develops and makes
    progress, with the aim of making the product
    perform better relative to the competition." -
    Jacques Murphy

Gaps can occur between...
  • Development Direction
  • Sales Reality
  • Revenue Profit
  • Managing Doing

6
What Does A Product Manager Do?
No, seriously. What does a Product Manager
actually do?
7
Understands The Market
  • Communicates with customers prospective
    customers
  • Conducts usability tests
  • Surveys
  • Keeps an ongoing record of compliments/complaints
  • Actually uses the product regularly

8
Develops Market-Based Product Strategies
  • Research, research, research
  • Is aware of, and understands, the competition...
  • ... but is not just slavishly copying their
    feature sets
  • Dont feed The Blob by creating bloatware!

9
Creates Relevant, Usable Documentation
  • BRD Business Requirements Document - Identifies
    business problems, solutions
  • MRD Market Requirements Document - Functional,
    non-functional requirements
  • PRD Product Requirements Document - Feature
    details, user interface, flow
  • FSD Functional Specifications Document -
    Engineers, screen by screen
  • Note Not every company uses these acronyms--or
    docs--in the same way!

Image source http//www.library.cornell.edu/olinu
ris/ref/eng185dwb.html
10
Brings Products Into The Market
  • Your job is to meet market demands and actually
    make it to market
  • Realize that pioneering doesnt always pay
  • But understand the importance of not falling
    behind the curve
  • Timing is crucial
  • Examples Xeroxs Star computer (81), Lycos TV
    (99)

Image source http//www.ioffer.com/selling/daylil
y120
11
Develops Customer Relationships
The Means...
The 5-C Method...
  • Face to face
  • Clear, not jargon
  • Email
  • Concise, not convoluted
  • Blog
  • Confident, not weasel words
  • Telephone
  • Courteous
  • Social networks
  • Completely understands the issue

Image source http//www.nytimes.com/slideshow/200
8/01/04/nytfrontpage/20070104POD_index.html
Image source http//www.relenet.com/
12
Bridges Every Department That Touches Product
  • Sales
  • Marketing Communications
  • Engineering
  • Design
  • Customer Service
  • QA
  • Operations

13
The Product Managers Role To Avoid This
14
What Else Does A Product Manager Do?
  • Manages the brand
  • Generates sales leads
  • Responsible for the profit loss of the product
  • Brings new products to life... maximizes profits
    in existing products... winds down unsuccessful
    products
  • Champions the product, internally and externally

15
In 20 Words Or Less?
The Product Manager is the glue that binds the
team together and the grease that keeps the
product moving in the right direction.
16
Bonus! 5 Tips For Success
  • Dont define HOW things are done focus on WHAT
    needs to happen and WHEN
  • Ask targeted questions, challenge assumptions,
    gather useful data
  • Leverage the knowledge of experts inside and
    outside the company
  • Shield your development team from the slings and
    arrows of outrageous demands
  • Dont be all talk--be ready to jump into the fray
    and lend a helping hand

17
Resources
  • How To Be A Good Product Manager

    http//www.goodproductmanager.com/
  • Pragmatic Marketing

    http//www.pragmaticmarketing.com/
  • All About Product Management

    http//allaboutproductmanagement.blogspot.
    com/
  • The Cranky Product Manager

    http//crankypm.com/
  • Marketing Charts

    http//www.marketingcharts.com

18
Product Manager 101 What Does A Product
Manager Actually Do? with Christopher
Cummings Senior Product Manager Lycos christopherc
ummings_at_yahoo.com
About PowerShow.com