Would German customers buy flip flops online? That was the hypothesis to test in 2008. Fast forward 8 years, 15 markets, and a successful IPO: today Zalando is the leading e-Commerce Fashion player in Europe. This journey from start-up to scale-up is also the story of the growth of a Tech team, the multiplication of product lines, and the evolution of the product function. Diogo will share insights on Zalando’s growth strategy and how they are focusing product management on product / market fit.

1. Field Notes on
Scaling Product
Management
Productized 2016
Diogo Rendeiro
diogo.rendeiro@zalando.de

2. leading online fashion in Europe

3. leading online fashion in Europe
~19 M
active customers
~160 M
monthly visits

4. leading online fashion in Europe
~19 M
active customers
~160 M
monthly visits
~ €3 B
revenue (2015)

5. Zalando went through
different stages...
… and so did the role
of Product Mgmt.

6. [0] Pioneers, Settlers & Town Planners by Simon Wardley [link]
Pioneers
Settlers
Town planners

7. Building an MVP

8. Pioneers
image: Padrão dos Descobrimentos By DAVID HOLT from London, England [CC BY-SA 2.0], via Wikimedia Commons [link]

9. … more MVPs

10. to 150 mEUR
… build what keeps
the business growing

11. to 150 mEUR
340% to 510 mEUR
… build what keeps
the business growing

12. image: Carcassone Meeple By MARTIN CATHRAE from Charleton, Canada [CC BY-SA 2.0], via Flickr [link]
Settlers

13. to 150 mEUR
340% to 510 mEUR
230% to 1,158 mEUR
… build what keeps
the business growing

14. “processes”
“sustainability”
“profitability”
NPS
Stakeholder
Driven
Development

15. Town planners
image: Berlin Map 1710 by C. Delius [Public domain], via Wikimedia Commons [link]

16. 2008 2009 2010 2011 2012 2013 2014 2015 2016
1300+ techies
900+ deploy units
TECH growth

17. Where does Product go next?

18. [1] Drive by Daniel H. Pink
image: Autonomy, Mastery, Purpose by Paul Downey from Berkhamsted, UK [CC BY 2.0], via Wikimedia Commons [link]
Radical Agility

19. 19image: CC0 - Pixabay [link]
Product in the driver’s seat.

20. PS: we’re hiring for Product & UX! jobs.zalando.com
Come talk with us ;-)