These are the slides from Roee Kriger's workshop at Product of Things Conference in Tel Aviv on July 2018: Who this workshop is for: This 90-minute workshop is for those who want to learn how to build their product's roadmap, positioning, partnerships, and channels according to the IoT market characteristics and predictions for next years After this workshop you will be able to: - Understand the impact of sales, partnerships and other engagements with your customers, on your product roadmap - Compare and contrast different product roadmap approaches to creative, technical work (such as your product architecture) - Ensure your creative, technical process is aligned with the company's business goals What is covered: - How different business strategies impact product architecture and technical decisions - What is the impact of different technical roadmap decisions on product's ability to integrate with other players' products - How to identify opportunities for creating product ecosystems and follow these opportunities with a valuable product offering that positioning the company for years ahead In this workshop, Roee will share from his experience leading product management in very technical environments and will guide the audience how to best utilize tech for creating product roadmaps that are relevant for the future of our domain.

1. Workshop by Moriya Kassis
Make sure your product
doesn’t only follow
but also lead tomorrow’s tech
Workshop by Roee Kriger,
Product Management Consultant

2. About me
Roee Kriger
15 years experience in tech RnD & Product
Prime minister office, Trusteer, Redbend.
Founder and CEO of Bazaaro.
You can find me at Roee Kriger 2

3. Agenda
▰ Building a product
▰ GTM for product people
▻ Knowing your customers
▻ Integration and partnerships
▻ Product architecture
▰ Exercise
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4. Building a product
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5. 5

6. Things to consider
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7. Getting from here
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8. To here
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9. We need Go-To-Market Strategy

10. GTM for Product people
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11. “Everything that ensures you build
the right product so that when
you go to market,
it will succeed
& you will keep your job
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12. Lets focus
▰ Identify opportunities to increase value for your
customers
▻ Know your customers and their needs
▻ Understand their problems and pains
▻ Understand market trends
▰ Integration and partnerships
▰ Product architecture & release intervals /reaction time12

14. Knowing your customers
▰ Are your customers compete in a fast changing
market environment?
▻ Does your offering reduce the risk for your customers
▻ Can you help your customer prepare for the future
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15. Knowing your customers
▰ Changing market is a huge opportunity for startups
▻ New needs and pains
▻ Willingness to spend more in order to adapt for the
change
▻ Corporates react slowly to changes
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16. Knowing your customers
▰ What problems do your customers have and
what causes them?
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17. Knowing your customers
▰ How fragmented is your customers ecosystem
▻ Does each customer use different OS, storage, etc.
(embedded products)
▻ On premise vs cloud
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18. Knowing your customers
▰ How can I make their decision to choose my
product easier?
▻ Integration and deployment efforts
▻ Partnership
▻ API, Others
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20. Startups perspective
❖ Bring access to larger deals
❖ Lowering customer acquisition costs
❖ Reputation
❖ Accelerate market penetration
❖ Increase functionality to your core product
Integration and Partnerships
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Why do startups and corporates need each other?

21. Integration and Partnerships
Corporates perspective
❖ Finding new markets
❖ New form of revenue streams
❖ Add complementary functionality quicker than
internal efforts
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Why do startups and corporates need each other?

22. Why do collaborations fail
▰ Misunderstandings and misalignment of interests
▻ Make sure you are not competing
▻ Make sure your offering truly benefits your partner and
show him how!
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23. Why do collaborations fail
▰ Lack of commitment by one of the parties
(find a champion)
▰ Loss of information along the way
▰ Problems to navigate large organization to reach
a consensus and unlock budgets (champion)
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24. Product architecture
▰ Usually being perceived as R&D responsibility
▻ What vs How
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AKA - I don't care how you do it

25. Product architecture
▰ Ability to react according to
market/customer needs should be considered
as part of the GTM Strategy
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26. Product architecture
▰ Customer/Market fragmentation –
▻ Each customer uses different architecture and has
different integrations
▻ May lead to overhead efforts to meet customer needs
▻ Becomes project oriented vs product
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27. Thinking about
architecture,
release interval,
others internal processes
as part of the GTM Strategy
May be the difference between
leading and lagging compared to
your competition
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28. Exercise
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29. Background
▰ Industry - Automotive industry
▰ Characteristics –
▻ The industry goes through massive change
▻ Customers have hard time to adapt and understand the needs to cope with the
change
▻ Highly fragmented in terms of demands and platforms
▻ Each customer uses different architecture:
▻ OS
▻ Hardware
▻ Storage
▻ Each customer has different approach of using your product within their
production environment
▻ Demands can change rapidly over time, hence it is hard to plan more than 3
months a head on some use cases and features 29

30. The Product
▻ Your product has two main components:
▻ In vehicle client needed to be install on each computer it
manages
(approx. 180 computers/each)
▻ Web portal for management
▻ In vehicle clients have got to be integrated on each
managed computer
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31. The Product
▰ Other information
▻ Customers understand the value of your product
▻ Your pricing strategy is based on how many
managed device your customer manages
▻ Integration is a big pain
▻ Your customer is very stubborn and has big
problem reducing features he wants 31

32. Assignment
▰ You are the PM of the company
▰ Write a GTM strategy plan in order to scale your
product
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33. Assignment
▰ Within the GTM plan include the following:
▻ Write a roadmap for the product
What kind of product, architecture and others would give
you advantage and meet market requirements?
▻ How you scale your product? (what actions inside and
outside of the company would you try to do )
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34. THANKS!
Any questions?
You can find me at
roeekrig@gmail.com