Speaker Profile Viveck is currently managaing products for Paypal/Ebay. Prior to this, he was General Manager - products with a start up initiative of Reliance Big Entertainment, where he was responsible for heading the team to create the first indigenous Internet ad-exchange. Viveck was also an entrepreneur creating a surrogate business consulting network during his early days of career. Being one of the initial members of Zapak, he had the opportunity to lead manage important product lines of the company. Viveck has also worked with MNCs such as SAS where was incharge for the application business and handled the business development for business consulting division of Wipro. During his tenure as product manager, he has strongly advocated and implemented Market Based Product Framework during the phases of product creation and adoption leading them to success. Agenda - Importance of behavioral science in product management - Customer development model - Product strategy and frameworks - CDAR model - Support & Way of Life

1. 5 things a web 2.0 product manager should know Adaptive Marketing, Webinar

2. 1st story

3. Most Essential Factor Team Product Market

4. 2nd Story

5. Customer Development Model Three kinds of markets New Re-segmented Existing

6. Sales Curve in Different Markets Linear Curve – Existing Market Hockey Stick– Re-segmented / new market

7. Customer Development Model

8. CDAR approach Iterate/Plan Release/Launch Migration/Exit Conceptualize Develop Adopt Retire Feedback

9. 3rd Story

10. Behavioral Science People are not rational, understand their behavior Questions to ponder What influences their decision How they decide

11. Tenets of behavioral sciences Some insights on how people behave Commuters Paradox a three bedroom apartment that is located in the middle of a city, with a ten minute commute time, or a five bedroom McMansion on the urban outskirts, with a forty-five minute commute most them will eventually choose the large house

12. Tenets of Behavioral Science We think we understand people – a study by Fed

13. Behavior – Product

14. 4th story

15. User Experience Its important that your design takes care of the following Visceral, ex: colors (visual) Behavioral, ex: functional (interaction) Reflective, ex: emotional ( pride)

16. 5th Story

17. Golden Circle

18. Mapping with human brain PREFRONTAL CORTEX LIMBIC BRAIN

19. Why means Your purpose Your cause Your belief Reason for your organizations existence Reason you get out of your bed in the morning

20. Apple’s Message like everyone else We make great computers They’re beautifully designed, simple to use and user friendly Want to buy one?

21. But people buy Apple because Everything we do, we believe in challenging the status quo. We believe in thinking differently The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly We just happen to make great computers, want to buy one?

22. References Simon Sinek, Start With Why Jonah Lehrer, How we decide Steve Blank, Four steps to the Epiphany Dan Pink, Drive Paul Buchheit - blogs

23. Thank You Viveck P Kumar viveck.p.kumar@gmail.com

24. Upcoming Events(sign up at www.adaptivemarketing.in) 24 Bangalore April 2nd PM Networking with Vinay Goel, VP Products Google “What does Google search in a PM?” Live Webinar (30 minutes) March 17th – Director PM, McAfee, USA “5 Lessons learned in managing PMs in India” April 9th – Director PM, SAP “5 things every India PM needs to know to excel in an MNC” Workshop for Product Professionals - Bangalore “Product Management Certification” April 14th (6 days) “Web 2.0/Internet Product Management” March 27th (1 day) “Engineering Leaders – Code to Customer Centric” TBD (2 days)