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Product Ownership @ RD Summit 2015

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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.

Product Ownership @ RD Summit 2015

  1. 1. Product Management Uma breve introdução! Manoel Lemos manoel@rpev.com.br provocação!
  2. 2. UsersFundadores & Usuários Estratégia TecnologiaMarketing
  3. 3. Users Estratégia TecnologiaMarketing CEO Visão Estratégia CTO Tecnologia P&D CMO Marketing Vendas
  4. 4. Produto Users Estratégia TecnologiaMarketing CEO Visão Estratégia CTO Tecnologia P&D CMO Marketing Vendas
  5. 5. Produto Users Estratégia TecnologiaMarketing CEO Visão Estratégia CTO Tecnologia P&D CMO Marketing Vendas ROI $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
  6. 6. Por que?
  7. 7. Por que?
  8. 8. 46% dos recursos alocados para novos produtos
 é gasto em produtos que falham!
  9. 9. Product
 Manager?
  10. 10. Business Technical Strategic Tactical
  11. 11. Business Technical Strategic Tactical
  12. 12. 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
  13. 13. Product Manager x Growth Hacker
  14. 14. Product Manager x Growth Hacker Satisfaction Retention ROI
  15. 15. Product Manager x Growth Hacker Satisfaction Retention ROI Distribution Growth ROI
  16. 16. Product Manager x Product Owner
  17. 17. Product Manager x Product Owner Strategy Demands ROI
  18. 18. Product Manager x Product Owner Strategy Demands ROI Tactics Delivery ROI
  19. 19. GOOD BAD UGLY THE THE ANDTHE
  20. 20. 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."
  21. 21. 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)."
  22. 22. 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."
  23. 23. 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."
  24. 24. 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." "
  25. 25. 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."
  26. 26. 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." "
  27. 27. UGLY ANDTHE
  28. 28. 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
  29. 29. Valeu! Manoel Lemos manoel@rpev.com.br
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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.

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