1. Product Manager:
Being Your Own Client
BA Conference, Pune
Aug. 27, 2011
© ThoughtWorks 2008

2. Quotes
• Most products are reborn. The initial version is
almost always scrapped.
• Creating a product is hard enough, marketing it and
implementing it is a ‘totally different ballgame’.
• As a product manager it helps to have
• Reflexes of a juggler (to help keep multiple balls in
the air)
• Nose of a basset hound (to help sniff the
environment)
• Hide of rhinoceros (to help deflect the poison
darts coming your way).
© ThoughtWorks 2008

3. Outline
What Is A Software Product
Characteristics Of A Software Product
What Is Software Product Management
Product Manager Skills
Is BA a Good Candidate for Product Manager
Key Considerations In Product Creation
Product Management Challenges
Product Management Learnings
© ThoughtWorks 2008

4. What Is A Software Product?
© ThoughtWorks 2008

5. What Is A Software Product?
A single application or suite of
applications built by software
company to be used by multiple
customers
Examples: Finacle, Oracle DB 10g,
SAP ERP, MS Office etc.
© ThoughtWorks 2008

6. Characteristics Of A Software Product
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7. Characteristics Of A Software Product
• Used by Multiple Customers
• IP is owned by the Creator
• It is based on Domain Knowledge
• It is Licensed
• It has Versions
• It has a Lifecycle
© ThoughtWorks 2008

8. What Is Software Product Management?
© ThoughtWorks 2008

9. What Is Software Product Management?
Discipline which governs a product from its
inception to the market, or customer delivery, and
service, in order to generate highest possible value
for the customer.
Software Product Management is about delivering
the right products, at the right time, to the right
markets.
• The main challenge of software product
management is balancing the different and
frequently conflicting wishes, needs and priorities
of sponsors, developers, marketers and customers.
© ThoughtWorks 2008

10. Product Manager Skills
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11. Product Manager Skills
Leadership
Domain Knowledge
Passion for Customer Delight
Multi Tasking
Understanding System Architecture
Keeping Pace with Business Environment
Dealing with Variety of Stakeholders
Managing and Mentoring People
Commercial Acumen
Showcasing Product/Solution
© ThoughtWorks 2008

12. Is BA Good Candidate For Product Manager
Leadership
Domain Knowledge
Passion for Customer Delight
Multi Tasking
Understanding System Architecture
Keeping Pace with Business Environment
Dealing with Variety of Stakeholders
Managing and Mentoring People
Commercial Acumen
Showcasing Product/Solution
© ThoughtWorks 2008

13. Key Considerations In Deciding Product
Creation
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14. Key Considerations In Product Creation
Clarity on Need Intended to Fulfill
Sustainability of USP
Extent of Competition
Extent of Investment
Financial Viability
Capabilities in
People
Process
Technologies
Domain
Marketing
© ThoughtWorks 2008

15. Key Product Management Challenges
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16. Key Product Management Challenges
Fulfilling Cost and ROI Expectations
Knowledge Management
Getting and Retaining the right kind of People
Balancing Interests of Multiple Stakeholders
Ensuring Product remains Up To Date
© ThoughtWorks 2008

17. Product Management Learnings
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18. Product Management Learnings
Do’s:
Package Features as Solutions
Modularize Optimally
Accept Mistakes & Know when to ‘Cut Your Losses’
Always keep Customer’s TOC in mind
Don'ts:
Aim to ‘Make Everyone Happy’
‘Chew too much’ at a time, for development
Base Initial Dev. on Single Client Requirements
Use Pricing as Primary Competitive Advantage
© ThoughtWorks 2008

19. Questions?
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20. Thank You
© ThoughtWorks 2008