Building Insanely Great Products Guide
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Silicon Valley Product Managers pCamp Presentation based on the book “Building Insanely Great Products” https://amzn.to/2T1vOoI
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Building Insanely Great Products Guide
- 1. Building Insanely Great Products 1 of 270
- 2. Building Insanely Great Products Introduction • 75+ Products & Services • Hundreds of Millions in Revenue • Types of Products: • Enterprise, consumer technology products and services, mobile advertising, cell phone games, SaaS, eCommerce, Internet, software, hardware, web based training and video • Recent Clients/Trained: • Botswana Telecommunications Company, Capital One Bank, Cisco, Cognizant, Diebold, GameStop, Infosys, Kaiser, Mobile Iron, Meru Networks, Pitney Bowes, the Country of Singapore and You Send It 2 of 270
- 3. Building Insanely Great Products Author 3 of 270
- 4. Building Insanely Great Products Product Management and Product Marketing Professional Development Building Insanely Great Products “Do” Innovation, Design and Value Proposition Product Market Strategy Marketing Fundamentals Social Media Demystified Channels and Affiliates PositioningPersonas
- 5. Building Insanely Great Products The Six Keys to Product Success 5 of 270
- 6. Building Insanely Great Products $1.6 Trillion What Products Must Have to Succeed •35-45% Failed •$.56-.72 Trillion Wasted 6
- 7. Building Insanely Great Products Six Spicy Keys to Ensure Product and Company Success What Products Must Have to Succeed “SPICES” • Strategy • Process • Information • Customers • Employees • Systems 7
- 8. Building Insanely Great Products Strategy What Products Must Have to Succeed •Understanding “Do” •Innovation •Market/Competitive Research •Target Personas •Value Proposition •Positioning •Target Markets •Product Roadmap •Implementation Plan 8
- 9. Building Insanely Great Products Process What Products Must Have to Succeed • Repeatable • Framework • DACI or RACI • Culture of Success 9
- 10. Building Insanely Great Products Example: What Products Must Have to Succeed • South Africa Bank 10
- 11. Building Insanely Great Products Information What Products Must Have to Succeed • Right Information, Right Time • Portal or Dashboard 11
- 12. Building Insanely Great Products “Do” Innovation Custome r Value Value Propositi on Positioning •Marketing •Messaging •Media Selection Customers What Products Must Have to Succeed • (See Blog entitled “Do: It is more than Demographics. Its about Behavior… What do people do?” http://spicecatalyst.com/do/) 12
- 13. Building Insanely Great Products Employees What Products Must Have to Succeed • Core Competencies – Management – Leadership – Staffing – Finance – Sales – Support – Product Management – Product Marketing 13
- 14. Building Insanely Great Products Systems and Tools What Products Must Have to Succeed • Support Product Life Cycle • Improve Productivity 14
- 15. Building Insanely Great Products SPICES What Products Must Have to Succeed •Strategy •Process •Information •Customers •Employees •Systems 15
- 16. Building Insanely Great Products Values and Vision 16 of 270
- 17. Building Insanely Great Products Building Insanely Great Products is Based on: Importance of Values and Vision • Company’s Vision and Values • What should the vision and values include? – Creation of customer value – Learning and innovation 17
- 18. Building Insanely Great Products Product Life Cycle Stages and Framework 22 of 270
- 19. Building Insanely Great Products 23
- 20. Building Insanely Great Products Product Planning or Product Market Strategy Required Organizational and Individual Competencies • Product Life Cycle Framework and Process • Knowing what your customers and customer’s customer “Do” • Product that will do what your customer wants to do faster, better and cheaper (Luxury) (Innovation) • Identified risks and mitigation strategies • Clear value proposition • Knowing your targeted customers (Personas) • Understanding your markets, competitors and technological changes • Product Positioning • Product features, benefits of those features and advantages over the competition • Pricing Strategy • Roadmap • Distribution Planning • Planning budget and schedule • Return on Investment 24
- 21. Building Insanely Great Products Required Competencies 26 of 270
- 22. Building Insanely Great Products Company Values, Vision, Culture Creativity, Ideation & Innovation* Business Models & Planning* Legal Structures, Contracts & Risk Management Order Fulfillment Finance & Accounting Sales & Negotiations Supply Channels Leadership & Management * Staffing Support Organizational Structure Entrepreneurial Marketing* Social Media & Online Marketing* * Same as Product Management and Product Marketing PLUS Everything below Entrepreneur Product Manager Product Marketing Manager Comparison of Competencies Entrepreneur vs. Product Manager/Product Marketing Manager 27 Understanding of customer journey Differences between markets Messaging Promotions/Packaging/Bundling Media and Mix Distribution Channels Training, Sales and Support Planning Sales Tools Sales Planning Public Relations Planning Advertising Planning Content Planning Social Media Planning Metrics and Analytics Schedule and Budget Product Life Cycle Framework and Process Knowing what your customers and customer’s customer “Do” Product that will do what your customer wants to do faster, better and cheaper (Innovation) Identified risks and mitigation strategies Clear value proposition Knowing your targeted customers (Personas) Understanding your markets, competitors and technological changes Product Positioning Product features, benefits of those features and advantages over the competition Pricing Strategy Product Roadmap Distribution Planning Planning budget and schedule Return on Investment
- 23. Building Insanely Great Products Increase Product Success with Productize 28 of 270
- 24. Building Insanely Great Products Productize: JIRA Plugin Get it at: https://goo.gl/AFbBlV ● Framework ● Dashboard ● Visibility ● Storage ● Collaboration ● Integration 29 of 270
- 25. Building Insanely Great Products Product Market Strategy Elements ❏ Values, Vision/Mission Statement ❏ Decision Making: DACI or RACI Chart ❏ Schedule with responsibilities ❏ Discover “Do” ❏ Innovation ❏ Problem Scenarios Use Cases and Outcomes ❏ Opportunity and Risks ❏ Prioritization ❏ Value Propositions ❏ Personas ❏ Market/Competitive Research and Analysis ❏ Market Status and Adoption ❏ Technology Insights ❏ Product Positioning ❏ Market Size, Segments and Target Market ❏ Total Available Market ❏ Product Market Vision, Opportunity and Description ❏ Competitive Environment ○ Strengths, Weaknesses, Opportunities and Threats (SWOT) ❏ Product Features, Advantages, Benefits and Problems Solved ❏ Pricing Strategy ❏ Market Penetration Strategy ❏ Channels, Partners and Affiliates ❏ Training for Sales, Marketing, Distribution, Channels, Partners, Affiliates, Operations, Support and Service ❏ Cost and Pricing Strategy and Business Model ❏ Basic Data Analysis ❏ Sales Forecasting ❏ Budgeting, Expense Control and Return-On-Investment ❏ Metrics ❏ Intellectual Property ❏ Product Road Map ❏ Product Portfolio ❏ Budget and Return on Investment 31 of 270
- 26. Building Insanely Great Products Question: What is Your Role? What is the best thing about my company? I AM! What is the worst thing about my company? I AM! 37
- 27. Building Insanely Great Products Link to the Blog Post Quit Whining and Ask for the Authority 38
- 28. Building Insanely Great Products Memo to Boss https://spicecatalyst.com/memo-boss-may-change-title-please/ 39
- 29. Building Insanely Great Products Product Management and Product Marketing Professional Development Building Insanely Great Products “Do” Innovation, Design and Value Proposition Product Market Strategy Marketing Fundamentals Social Media Demystified Channels and Affiliates PositioningPersonas
- 30. Building Insanely Great Products Building Insanely Great Products on Amazon 41
- 31. Building Insanely Great Products www.spicecatalyst.com/foundations 42 of 270
- 32. Building Insanely Great Products Productize • Introduction Video • Get by going to: • Atlassian Marketplace • Process • Customizable • Status Dashboards • Assets • Collaboration • JIRA Plugin About Systems and Tools Video 43 of 270
- 33. Building Insanely Great Products • https://www.linkedin.com/in/davidfr adin • https://www.spicecatalyst.com • Twitter: davidfradin1 • dave@spicecatalyst.com Connect with Me! • “Building Insanely Great Products” • “Foundations in the Successful Management of Products” • Workshops • On-line Courses • Productize: JIRA Plugin Get it at: https://goo.gl/AFbBlV • Blog • Internship • Competency Testing • Recruiting For: 44