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LPCx - Product strategy to win the market by Enzo Avigo

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Lors de LPCx novembre 2018, nous avons eu la chance d'accueillir Enzo Avigo, PM @Zalando.

Au travers de son passage dans des entreprises à un stade de maturité différente, Enzo a eu l'occasion d'observer plusieurs stratégies produit. Il revient sur ces stratégies et nous explique comment celles-ci doivent s'adapter.

Inscrivez-vous ici pour participer au prochaines éditions de LPCx : https://www.meetup.com/fr-FR/laproductconf-x/

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LPCx - Product strategy to win the market by Enzo Avigo

  1. 1. PRODUCT STRATEGY Early adopters ConservativesPragmatics chasm @0zne TO WIN THE MARKET
  2. 2. 5 years to write.
  3. 3. Things I wish I knew when I started
  4. 4. You will know parts of this talk. Other parts with possibly surprise you.
  5. 5. The more you are surprised, The more you need to hear it.
  6. 6. Co-Founder Product Manager Product Manager 2014 2016 2017 S V B T I L E
  7. 7. 130M 148M 161M @0zne
  8. 8. 130M 148M 161M @0zne LEAN CANVAS INNOVATION DIFFERENTIATION PIVOT MATRIX DEFENSIBILITY
  9. 9. Instagram stories 130M 148M 161M 100M 150M 200M Wut !?! @0zne
  10. 10. Step 1: win the market The lie we tell ourselves about product lead The biggest mistake about pricing Spot saturation A story about evolving organization Product centric to distribution centric What makes your organization truly unique
  11. 11. Step 1: win the market The lie we tell ourselves about product lead The biggest mistake about pricing Can you spot market saturation? A story about evolving organization Product centric to distribution centric What makes your organization truly unique
  12. 12. To win the market, start winning the market
  13. 13. non-linear value! value time
  14. 14. non-linear value! value time maximize
  15. 15. non-linear value! value time maximize ● Add new/optimize features ● Create variants/New UX ● New marketing/sales channel ● New segment/markets ● Adjust business model
  16. 16. The truth is…
  17. 17. Product strategy is not a high level topic.
  18. 18. Jerry Chen - Unit of Value™ Unit of value Value Unit of value ● Smallest measurable unit at which your product delivers value ● What your customer pay for = one user = one container
  19. 19. %oftimespent Progression of time Innovation Growth + Iteration Product- Market fit FOCUS
  20. 20. Network effect Standardization Platform
  21. 21. Step 1: win the market The lie we tell ourselves about product lead The biggest mistake about pricing Can you spot market saturation? A story about evolving organization Product centric to distribution centric What makes your organization truly unique
  22. 22. Have another 2 years’ lead on the product Have a 2 years lead’ on having a state of the art growth effort
  23. 23. Have another 2 years’ lead on the product Have a 2 years lead’ on having a state of the art growth effort
  24. 24. Step 1: win the market The lie we tell ourselves about product lead The biggest mistake about pricing Can you spot market saturation? A story about evolving organization Product centric to distribution centric What makes your organization truly unique
  25. 25. Higher price = Slower growth
  26. 26. Higher price = Slower growth Faster
  27. 27. Source: N26 fair use policy
  28. 28. Step 1: win the market The lie we tell ourselves about product lead The biggest mistake about pricing Spot saturation A story about evolving organization Product centric to distribution centric What makes your organization truly unique
  29. 29. k-factor Virality factor decreases Acquisition costs increase Ratings decrease NPS / App store / feedbacksCAC
  30. 30. All markets are eventually saturated
  31. 31. All markets are eventually saturated All growth slows unless you open new products
  32. 32. Most entrepreneurs move too early to doing this... All markets are eventually saturated All growth slows unless you open new products
  33. 33. Most entrepreneurs move too early to doing this... All markets are eventually saturated All growth slows unless you open new products … because it’s how they created the initial value in the company
  34. 34. Step 1: win the market The lie we tell ourselves about product lead The biggest mistake about pricing Can you spot market saturation? A story about evolving organization Product centric to distribution centric What makes your organization truly unique
  35. 35. Innovation Growth + Iteration Product- market fit Saturation timing
  36. 36. Product- market fit Saturation P1 P2 P3 P4 Pool P1 P2 P3 P4 P5 P6 Feature teams Pool organization Squads with several reporting layers
  37. 37. Spend years building competitive edge. Reinvent yourself overnight.
  38. 38. More importantly, learn on the way.
  39. 39. customervalue time MVP Product value Customer expectation Extra value from iteration Product value
  40. 40. customervalue time Product 1 Feature 3 Feature 2 Product 3 Product 2
  41. 41. customervalue time Live Share post in stories Emoji poll Add music Time spent
  42. 42. Strategy is not a fixed plan, it is a sequence of actions
  43. 43. Step 1: win the market The lie we tell ourselves about product lead The biggest mistake about pricing Can you spot market saturation? A story about evolving organization Product centric to distribution centric What makes your organization truly unique
  44. 44. 2016 2017
  45. 45. built by agile teams through iterations with distribution power Great products are
  46. 46. Step 1: win the market The lie we tell ourselves about product lead The biggest mistake about pricing Can you spot market saturation? A story about evolving organization Product centric to distribution centric What makes your organization truly unique
  47. 47. built by agile teams through iterations with distribution power Great products are
  48. 48. built by agile teams through iterations with distribution power Great products are
  49. 49. built by agile teams through iterations with distribution power Great products are
  50. 50. Trust & support each other Talk to each other Passionate Create milestones & track progress Understand risks & adjust
  51. 51. Not the challenge Challenging test execute implement Prototypes graveyard marketideas
  52. 52. “Ability to come up with creative ideas, and the courage to try them” - Tom Kelley
  53. 53. Your turn
  54. 54. non-linear value! value time maximize
  55. 55. Higher price = Slower growth Faster
  56. 56. Product- market fit Saturation P1 P2 P3 P4 Pool P1 P2 P3 P4 P5 P6 Feature teams Pool organization Squads with several reporting layers
  57. 57. customervalue time Product 1 Feature 3 Feature 2 Product 3 Product 2
  58. 58. I’m going to get better at... LEAN CANVAS INNOVATION DIFFERENTIATION PIVOT MATRIX DEFENSIBILITY
  59. 59. XM YM ZM @0zne You Z’ M Z’’ M
  60. 60. THANK YOU! Enzo Avigo @0zne enzoavigo@gmail.com Let’s talk about building great product strategies

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