A brief provocation about Product Management for startups. Understand the importance and the complexity of this fundamental role in your company. Um breve provocação sobre Gerenciamento de Produtos para startups. Entenda a importância e a complexidade desta atividade fundamental para sua empresa. Apresentação feita no RD Summit 2015 em Florianópolis, SC.

1. Product
Management
Uma breve introdução!
Manoel Lemos
manoel@rpev.com.br
provocação!

2. UsersFundadores & Usuários
Estratégia
TecnologiaMarketing

3. Users
Estratégia
TecnologiaMarketing
CEO
Visão
Estratégia
CTO
Tecnologia
P&D
CMO
Marketing
Vendas

4. Produto
Users
Estratégia
TecnologiaMarketing
CEO
Visão
Estratégia
CTO
Tecnologia
P&D
CMO
Marketing
Vendas

5. Produto
Users
Estratégia
TecnologiaMarketing
CEO
Visão
Estratégia
CTO
Tecnologia
P&D
CMO
Marketing
Vendas
ROI
$
$
$
$
$
$
$
$
$
$
$
$ $
$
$ $
$

6. Por que?

7. Por que?

8. 46% dos recursos
alocados para
novos produtos
é gasto em
produtos que
falham!

9. Product
Manager?

11. Business
Technical
Strategic
Tactical

12. Business
Technical
Strategic
Tactical

13. Market
Problems
Win/Loss
Analysis
Distinctive
Competence
Competitive
Landscape
Technology
Assessment
Sales
Process
Collateral
Material
Sales
Tools
Channel
Training
Presentations
& Demos
Specials
Calls
Events
Support
Channel
Support
Market
Definition
Distribution
Strategy
Product
Portfolio
Product
Roadmap
Technology
Roadmap
Strategy
Definition
Business
Model &
Pricing
Buy, Build or
Partner
Product
Profitability
Innovation
Security
Business
Plan
Buying
Process
Buyer
Personas
User
Personas
Requirements
Epics &
Stories
Use
Scenarios
Status
Dashboard
Positioning
Customer
Acquisition
Customer
Retention
Customer
Success
Launch
Plan
Thought
Leadership
Lead
Generation
Referrals &
Viral Loops
Marketing
Plan
Business
Technical
Strategic
Tactical

14. Product Manager
x
Growth Hacker

15. Product Manager
x
Growth Hacker
Satisfaction Retention ROI

16. Product Manager
x
Growth Hacker
Satisfaction Retention ROI
Distribution Growth ROI

17. Product Manager
x
Product Owner

18. Product Manager
x
Product Owner
Strategy Demands ROI

19. Product Manager
x
Product Owner
Strategy Demands ROI
Tactics Delivery ROI

20. GOOD
BAD
UGLY
THE
THE
ANDTHE

21. GOOD
THE
"Good product managers know the market, the
product, the product line, and the competition
extremely well and operate from a strong basis of
knowledge and confidence. A good product
manager is the CEO of the product. Good product
managers take full responsibility and measure
themselves in terms of the success of the
product."

22. GOOD
THE
"They are responsible for right product/right time
and all that entails. A good product manager
knows the context going in (the company, our
revenue funding, competition, etc.), and they take
responsibility for devising and executing a winning
plan (no excuses)."

23. BAD
THE
"Bad product managers have lots of excuses. Not
enough funding, the engineering manager is an
idiot, Microsoft has ten times as many engineers
working on it, I’m overworked, I don’t get enough
direction. Our CEO doesn’t make these kinds of
excuses and neither should the CEO of a product."

24. GOOD
THE
"Good product managers don’t get all of their time
sucked up by the various organizations that must
work together to deliver the right product at the right
time. They don’t take all the product team minutes;
they don’t project manage the various functions; they
are not gofers for engineering. They are not part of
the product team; they manage the product team.
Engineering teams don’t consider good product
managers a “marketing resource.” Good product
managers are the marketing counterparts to the
engineering manager."

25. GOOD
THE
"Good product managers create collateral, FAQs,
presentations, and white papers that can be
leveraged by salespeople, marketing people, and
executives. Good product managers anticipate the
serious product flaws and build real solutions."
"

26. BAD
THE
"Bad product managers complain that they spend
all day answering questions for the sales force and
are swamped. Bad product managers put out fires
all day."

27. GOOD
THE
"Good product managers focus the team on revenue
and customers. Good product managers define good
products that can be executed with a strong effort."
"

28. UGLY
ANDTHE

29. Referências
Links
• http://www.pragmaticmarketing.com//resources/the-strategic-role-of-
product-management-when-development-goes-agile
• http://www.pragmaticmarketing.com//resources/the-mythical-product-
owner
• http://brodzinski.com/2011/12/product-owner-product-ownership.html
• http://www.slideshare.net/Enthiosys/pm-and-po-at-agile-bazaar?
qid=af5add89-77f5-47b1-ad11-e67f9142a7a2&v=qf1&b=&from_search=1
• http://web.stanford.edu/class/e140/e140a/handouts/ProductMgmt.txt
Livros
http://www.amazon.com/gp/product/B00DQ845EA?btkr=1http://www.amazon.com/gp/product/B001AQ95UY?btkr=1

30. Valeu!
Manoel Lemos
manoel@rpev.com.br