Presentation on theme: "Product Manager 101: What Does A Product Manager Actually Do?"— Presentation transcript:
1 Product Manager 101: What Does A Product Manager Actually Do? Presented by Christopher Cummings
2 What Is A Product Manager? Product Management is a strategic and business-oriented role, focused on delivering solutions to market needs.Product Managers...Identify profitable opportunities that meet market needsLaunch products into the marketOversee products already in the marketWind down products that longer meet market needs
3 What Does A Product Manager Do? No, seriously. What does a Product Manager actually do?
4 Understands The Market Communicates with customers & prospective customersConducts usability testsSurveysKeeps an ongoing record of compliments/complaintsActually uses the product regularly
5 Develops Market-Based Product Strategies Research, research, researchIs aware of, and understands, the competition...... but is not just slavishly copying their feature setsDon’t feed The Blob by creating bloatware!
6 Creates Relevant, Usable Documentation BRD: Business Requirements Document - Identifies business problems, solutionsMRD: Market Requirements Document - Functional, non-functional requirementsPRD: Product Requirements Document - Feature details, user interface, flowFSD: Functional Specifications Document - Engineers, screen by screenNote: Not every company uses these acronyms--or docs--in the same way!Image source:
7 Brings Products Into (And Out Of) The Market Your job is to meet market demands and actually make it to marketRealize that pioneering doesn’t always pay…But understand the importance of not falling behind the curveTiming is crucialExamples: Xerox’s Star computer (’81), Lycos TV (’99)Image source:
8 Develops Customer Relationships The Means...The 5-C Method...Face to faceClear, not jargonConcise, not convolutedBlogConfident, not weasel wordsTelephoneCourteousSocial networksCompletely understands the issueImage source:Image source:
9 Bridges Every Department That Touches Product SalesMarketing CommunicationsEngineeringDesignCustomer ServiceQAOperations
11 What Else Does A Product Manager Do? Manages the brandGenerates sales leadsResponsible for the profit & loss of the productBrings new products to life... maximizes profits in existing products... winds down unsuccessful productsChampions the product, internally and externally
12 In 20 Words Or Less?Product Managers analyze market data to make intelligent decisions, chart the course, and captain the product toward its intended destination.
13 Bonus! 5 Tips For SuccessDon’t define HOW things are done; focus on WHAT needs to happen and WHENAsk targeted questions, challenge assumptions, gather useful dataLeverage the knowledge of experts inside and outside the companyShield your development team from the slings and arrows of outrageous demandsDon’t be all talk--be ready to jump into the fray and lend a helping hand
14 ResourcesHow To Be A Good Product Manager:Pragmatic Marketing:All Top Product Management:The Cranky Product Manager:On Product Management: