Main Takeaways: - Find their north star - Master the numbers - Manage their constraints

1. www.productschool.com
Webinar: First 90 Days as a PM by
Adobe Group Product Manager

2. Join 60,000+
Product Managers on
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3. CERTIFICATES
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Product Leadership
Certificate™
Full Stack Product
Management Certificate™
Product Management
Certificate™
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5. Corporate
Training
Level up your team’s Product
Management skills

6. Suresh
Sivaprakasam
S P E A K E R
COMPANY
LOGO

7. A B O U T M E
Scenic route to PM
20+ YoE, 10+ as PM
MBA from UCB, Haas
Undergrad in Electronics Engg.
Have worked in Sales, Consulting, Sales
Strategy, Biz Ops & Product
Management
Currently building products for
Adobe’s enterprise customers
http://linked.com/in/suresh

8. Congrats, you got the job
Start of an exciting new journey

9. Where do you
begin?
Product
Manager
Strategy
Opportunity
sizing
Competitive
Analysis
Monetization
Feature
prioritization
UX design
System
design
Engineering
Go-to-market

10. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
North Star

11. What is the maturity of the Industry?
https://strategyforexecs.com/industry-life-cycle/
Indicators High growth,
limited regulation
Fragmented, no
dominant player
Low growth, stable
regulation
No growth,
losses
Competition Low Increasing (pricing
power, low entry
barriers)
Strong buyers, high
entry barriers
Extreme
Focus Area Innovation Ability to grow Market share, lower
costs
Disengage
Buyers & needs are well identifiedBuyers & needs are emergent

12. What is the maturity of the Technology?
Gartner Hype Cycle Bass Diffusion Curve
NASA Technology
Readiness Levels

13. What is the maturity of your product?
Grow market share
Additional products
Add-ons
Create new markets
Build new products
Acquire new customers
Maintain market share
Additional units
Optimize price
Expand markets
Acquire new customers
Localize products
Customers
Products
Existing
New
New
Existing
1 2
3 4

14. Sizing the effort by combining the frameworks to create Maturity Matrix®
Industry Technology Product Examples Level of effort
New
New
New Printing press, Steam Engine
Existing Driverless cars
Existing
New AI use cases
Existing Platforms, multi-sided marketplaces
Existing
New
New Personalized medicines
Existing Computers
Existing
New Version X
Existing Utilities
Use Maturity Matrix ® model to estimate which could be the biggest challenges
• Identifying customers and pain points
• Mastering the tech
• Building a superior product
And where to invest time & energy
M
M
M
L
L
XL
XL
XXL

15. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
MetricsMetrics

16. https://medium.com/@ColumbiaRoadCom/

17. The customer journey
Map your user journey steps and get familiar with numbers, for each personas
Identify primary metric for each journey step
Start figuring out data sources & running your own reports
Discover Evaluate Buy Use Upgrade Renew
World Population Search Forecast Downloads Retention
Employed Population Paid Outlook Installs Version skippers
Student population Organic Pipeline conversion Activations Attrition
Connected to broadband Web traffic Free to Paid Launches RBoB
TPM Trials ARPU MAU ARPU
Brand Awareness Pipeline Gross New Users DAU Net New Users
Gross Sales Consumption rate ARR
ARR Avg time spent Gross Sales
CSAT

18. Challenges

19. Understanding the role
PM roles and responsibilities can
vary across org and teams
Don’t make assumptions based on
prior experience
Invest time early to ensure clarity of
boundaries
Source: https://medium.com/@cthrin

20. Driving consensus
Many new PMs underestimate
the amount of internal selling
needed
Common challenges are around
Business case
Prioritization (aka Hunger Games)
Operational readiness
GTM
Release planning
Be prepared to put in a lot of
sweat equity in internal selling

21. Data
Data wrangling will be a part time
job
Opportunity sizing
Business case
Usage analytics
Customer experience
…
Be ready to hustle to source,
wrangle and synthesize a lot of
disparate data sets

22. Legal & privacy requirements
Engage with legal partners early in
the process to understand
understand requirements
Data Sourcing
Storage & management
Archival & deletion
Permitted use cases
Transmission

23. Summary
1
1
www.productschool.com
• Understand the maturity of your industry, tech and product
and the major work areas to ship your product
• Get oriented with the numbers through the customer journey
lens
• Idea, strategy etc. are important but 90% of the PM role is
about championing your customer and product through
hustle

24. Thank You!
www.productschool.com http://linked.com/in/suresh

25. www.productschool.com
Part-time Product Management Training Courses
and
Corporate Training