Richard Khan Product Management - Tools of the Trade

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Date: December 17, 2014
Time: 9:00 am - 10:30 am (Atlantic Time)
Location: Deloitte, 1969 Upper Water Street, Suite 1500 Purdy's
Wharf Tower II, Halifax, NS B3J 3R7

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IntroductionIntroductionIntroductionIntroduction
Why is Product Management Important?Why is Product Management Important?Why is Product Management Important?Why is Product Management Important?
Product ManagementProduct ManagementProduct ManagementProduct Management ---- Tools of the TradeTools of the TradeTools of the TradeTools of the Trade
What is Product Management?What is Product Management?What is Product Management?What is Product Management?
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Richard KhanRichard KhanRichard KhanRichard Khan –––– Product ManagerProduct ManagerProduct ManagerProduct Manager
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richardkhan8@gmail.com
CompaniesCompaniesCompaniesCompanies
FastLane/Quest, abridean, SureShot,
Welaptega, HealthConnex and
ResMed/Umbian.
• Enterprise software
• Web services
• Hardware appliances
• Network management, ehealth
• Emarketing
• Oil and gas.
• Product Advisor - Product Management web
service
• Network member of Volta StartUp incubator
• Speaker – ProductCampAtlantic, Halifax, Oct 2014
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Verticals,Verticals,Verticals,Verticals,
product typeproduct typeproduct typeproduct type
OtherOtherOtherOther

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http://www.inc.com/alan-ying/why-product-management-is-everything.html

Why is Product Management ImportantWhy is Product Management ImportantWhy is Product Management ImportantWhy is Product Management Important????
‣ “Are you a product or a company?”
‣ A product takes off, competition comes in, customers
become pickier, and sales slow down
‣ Product management becomes critical when your
prospective customers need you to sell them more
than one thing in order to become paying customers.
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ALAN YING Managing Director, Polus Capital

‣ In most cases customer needs will exceed the
founder’s vision, and the organization--not the
founder--must have a mechanism in place to
accommodate the expansion of customer needs.
‣ When a startup masters the art of product
management, they can grow beyond the founder and
their first product vision and become a real company.
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ALAN YING Managing Director, Polus Capital

“Some companies approach software development as an
engineering management challenge.
Others approach software development as a product
management challenge.
Good companies manage Engineering.
Great companies manage Product.”
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Thomas Schranz - blogger and CEO & Co-founder of Blossom
Project Management Tool

“Without sales, nothing would get sold.
Without engineering, nothing would get built.
Without support, customers would leave.
Without product managers? Life would be just fine. (For
a while.)”
Organizations becomeOrganizations becomeOrganizations becomeOrganizations become reactive rather thanreactive rather thanreactive rather thanreactive rather than proactiveproactiveproactiveproactive
“There is no shortage of good ideas; the key question is“There is no shortage of good ideas; the key question is“There is no shortage of good ideas; the key question is“There is no shortage of good ideas; the key question is
what is the opportunity cost of not selecting the best”what is the opportunity cost of not selecting the best”what is the opportunity cost of not selecting the best”what is the opportunity cost of not selecting the best”
Richard Khan
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Kenneth Norton, Google Ventures

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Product ManagementProduct ManagementProduct ManagementProduct Management
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Product ManagementProduct ManagementProduct ManagementProduct Management –––– essentially:essentially:essentially:essentially:
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Martin Eriksson

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GanttGanttGanttGantt ChartChartChartChart –––– MS ProjectMS ProjectMS ProjectMS Project
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• Gantt Chart – for inter-department coordination
• Single page Visual aid rather than cost accounting

Swim LanesSwim LanesSwim LanesSwim Lanes –––– MS VisioMS VisioMS VisioMS Visio
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• Single page visual aids rather than formal Business Analyst document
• Illustrates processes

Milestones & ScheduleMilestones & ScheduleMilestones & ScheduleMilestones & Schedule –––– MS ExcelMS ExcelMS ExcelMS Excel
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• Schedule – coordinate departments
• Single page visual aid

Day in the (real) life of a Product ManagerDay in the (real) life of a Product ManagerDay in the (real) life of a Product ManagerDay in the (real) life of a Product Manager
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VP Product Management
Key Sales Person
Support Manager
VP Marketing
VP Sales
Bruce McCarthy, Reqqs

Agile Is Not a Product ManagementAgile Is Not a Product ManagementAgile Is Not a Product ManagementAgile Is Not a Product Management FrameworkFrameworkFrameworkFramework
‣ The fundamentals of good product management
remain the same, regardless of development
methodology
• Understand the market and customer needs
• Design products that address those needs while meeting
financial or other goals,
• Take responsibility for the overall commercial success of
products and manage each product through its entire
lifecycle.
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• Jeff Lash, Service Director, Product Management at SiriusDecisions
• SiriusDecisions: a leading global b-to-b research and advisory firm

Agile Is Not a Product ManagementAgile Is Not a Product ManagementAgile Is Not a Product ManagementAgile Is Not a Product Management FrameworkFrameworkFrameworkFramework
‣ Many crucial product management elements are
unrelated to the product development process
• Market sizing
• Pricing
• Sales enablement.
• To equate agile with a product management process is to
ignore product managers’ other responsibilities toward
making their products commercially successful.
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‘When we ask clients about their new-product innovation and go-to-market process, they often respond with:
"We use agile." There's just one problem: Agile isn't a process for product management. It's a method for
product development.’

Product Management & agileProduct Management & agileProduct Management & agileProduct Management & agile
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DeliverablesDeliverablesDeliverablesDeliverables
‣ Market ResearchMarket ResearchMarket ResearchMarket Research
‣ PositioningPositioningPositioningPositioning
‣ Marketing Requirements Document (Marketing Requirements Document (Marketing Requirements Document (Marketing Requirements Document (MRDMRDMRDMRD))))
‣ PrioritizationPrioritizationPrioritizationPrioritization
‣ RoadmapRoadmapRoadmapRoadmap
‣ PricingPricingPricingPricing
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include:

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Deliverable: PositioningDeliverable: PositioningDeliverable: PositioningDeliverable: Positioning
Product Management Tool: “Messages That Matter”
Deliverable: Product RoadmapsDeliverable: Product RoadmapsDeliverable: Product RoadmapsDeliverable: Product Roadmaps
Product Management Tool: Reqqs, Aha!, ProductPlan, ProdPad
Deliverable: Market Requirement DocumentDeliverable: Market Requirement DocumentDeliverable: Market Requirement DocumentDeliverable: Market Requirement Document etcetcetcetc
Product Management Tool: Methodologies with Templates
Product Management Tool:Product Management Tool:Product Management Tool:Product Management Tool: TrainingTrainingTrainingTraining and Consultingand Consultingand Consultingand Consulting
Deliverable: Primary ResearchDeliverable: Primary ResearchDeliverable: Primary ResearchDeliverable: Primary Research
Product Management Tool: Thought leaders and Culture
Product Management Tool: Professional Groups and
Bloggers
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Primary Market ResearchPrimary Market ResearchPrimary Market ResearchPrimary Market Research
Steve Johnson - Under 10 &
Product Focus in UK

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ResearchResearchResearchResearch

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American cultural anthropologist

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You’ve heard marketing people say it
for years and years: “Listen to the
customer.” And they are just wrong.
You don’t want to listen; you want to
observe. People cannot describe
what they do in words. Watch their
actions instead.
Steve Johnson - Under 10

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Bloggers
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PositioningPositioningPositioningPositioning
‣ httphttphttphttp://www.messagesthatmatter.com://www.messagesthatmatter.com://www.messagesthatmatter.com://www.messagesthatmatter.com////
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Tool of the Trade – “Messages That Matter”Messages That Matter”Messages That Matter”Messages That Matter”

What is positioning?What is positioning?What is positioning?What is positioning?
• How your products and services are situated in the minds
of customers and target audiences.
• A position is a buyer’s shorthand for the best solution for a
particular problem.
‣ Why is positioning important?Why is positioning important?Why is positioning important?Why is positioning important?
• Positioning is the foundation for all your marketing
communications
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DifferentiationDifferentiationDifferentiationDifferentiation
‣ We are bombarded with approx. 4,000 commercial
messages every day
‣ Differentiation is the holy grail of marketing.
• Yet most B2B technology markets are filled with
companies who embrace “me too” marketing; they are
saying exactly what their competitors are saying.
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For (target customer)
who (statement of need or opportunity)
the (product name) is a (product category)
that (statement of key benefits, that is, the
compelling reason to buy)
unlike (primarily competitive alternative)
(our product) (statement of primary differentiation)
Product Position Statement Template
The Product Position Statement
For World Wide Web users who enjoy
books, Amazon.com is a retail bookseller
that provides instant access to over 1.1
million books. Unlike traditional book
retailers, Amazon.com provides a
combination of extraordinary convenience,
low prices, and comprehensive selection.

Perceptual Mapping ToolPerceptual Mapping ToolPerceptual Mapping ToolPerceptual Mapping Tool
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identify open space to own with a unique market message.
Enterprise business
intelligence market

Four Quadrant DiagramFour Quadrant DiagramFour Quadrant DiagramFour Quadrant Diagram
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Use to compare items by two independent attributes
XXXX----Axis (Negative)Axis (Negative)Axis (Negative)Axis (Negative) XXXX----Axis (Positive)Axis (Positive)Axis (Positive)Axis (Positive)
YYYY----Axis (Postive)Axis (Postive)Axis (Postive)Axis (Postive)
YYYY----Axis (Negative)Axis (Negative)Axis (Negative)Axis (Negative)
First ItemFirst ItemFirst ItemFirst Item
Second ItemSecond ItemSecond ItemSecond Item
Third ItemThird ItemThird ItemThird Item
Fourth ItemFourth ItemFourth ItemFourth Item
Fifth ItemFifth ItemFifth ItemFifth Item
Final ItemFinal ItemFinal ItemFinal Item

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Bloggers
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https://www.siriusdecisions.com/Blog/2014/Dec/Infographic-Product-Management-
Tools-and-Technology-2015.aspx

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https://www.siriusdecisions.com/Blog/2014/Dec/Infographic-Product-Management-
Tools-and-Technology-2015.aspx

SiriusDecisions has identified the following minimum
requirement that a product planning, prioritization and
roadmapping solution must meet:
‣ Designed for productDesigned for productDesigned for productDesigned for product managementmanagementmanagementmanagement
Additionally, at least one of the following:
‣ FeedbackFeedbackFeedbackFeedback aggregation.aggregation.aggregation.aggregation.
‣ Feature/ideaFeature/ideaFeature/ideaFeature/idea prioritization.prioritization.prioritization.prioritization.
‣ RoadmappingRoadmappingRoadmappingRoadmapping
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Product Prioritization and RoadmappingProduct Prioritization and RoadmappingProduct Prioritization and RoadmappingProduct Prioritization and Roadmapping
Solutions for Product ManagersSolutions for Product ManagersSolutions for Product ManagersSolutions for Product Managers
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ReqqsReqqsReqqsReqqs Aha!Aha!Aha!Aha! ProductPlanProductPlanProductPlanProductPlan
Roadmap tool for product
people
Currently in Beta
Priority = Value/Effort
Covers high-level strategy,
vision, idea management,
roadmaps and features. Also
day-to-day development
progress.
$59/month/user
Visualize, organize, and
communicate a company’s
product strategy
$24/month/editor
Viewers - free

Product Prioritization and RoadmappingProduct Prioritization and RoadmappingProduct Prioritization and RoadmappingProduct Prioritization and Roadmapping
Solutions for Product ManagersSolutions for Product ManagersSolutions for Product ManagersSolutions for Product Managers
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ProdPadProdPadProdPadProdPad
Capture ideas. Prioritise. Build
roadmaps. Integration.
$59/month/3 users

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Bloggers
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Product Management Methodologies andProduct Management Methodologies andProduct Management Methodologies andProduct Management Methodologies and
Template SetsTemplate SetsTemplate SetsTemplate Sets
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BlackBlotBlackBlotBlackBlotBlackBlot 280 Group280 Group280 Group280 Group SequentSequentSequentSequent
Blackblot Product Manager's
Toolkit® (PMTK) is a template
collection for product
managers
US$99 lifetime subscription
Strategic consulting,
methodology to optimize
Product Management
All eight 280 Group toolkits
including templates - $399
Training and advisory company
focused on Product and
Business Management
Product Management Bundle:
14 Templates - $100

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Bloggers
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ProductProductProductProduct ManagementManagementManagementManagement Education, Training,Education, Training,Education, Training,Education, Training,
and Consultingand Consultingand Consultingand Consulting
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PragmaticPragmaticPragmaticPragmatic
MarketingMarketingMarketingMarketing
PichlerPichlerPichlerPichler
consultingconsultingconsultingconsulting
Product focusProduct focusProduct focusProduct focus
Training and methodology
Most well known in NAmerica.
- 20 years. Alumni resources.
$995/day
Independent & productive in
UK. Training, author, template
tools. Scope includes agile
and UX.
$1100/day
Product management training
Telecoms, IT and Software in
UK. Great journal!
$2340/3 day course

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Bloggers
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Product Management Professional GroupsProduct Management Professional GroupsProduct Management Professional GroupsProduct Management Professional Groups
and Conferencesand Conferencesand Conferencesand Conferences
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Product CampProduct CampProduct CampProduct Camp
Mind theMind theMind theMind the
ProductProductProductProduct
ProductProductProductProduct
ManagementManagementManagementManagement
AssociationsAssociationsAssociationsAssociations
Free, user-driven, collaborative
"unconference" for Product
Managers and Marketers.
Originated in US, spreading!
Event happened in Halifax in
Oct 2014
Exchange ideas & experiences
about Product Management,
Business Modelling, Metrics,
Usability
Started in UK, spreading
Enhance professional
development of product
management/marketing -
skills training, job resources,
mentoring, educational
seminars, and networking

Product Management Bloggers, Thought leaders,Product Management Bloggers, Thought leaders,Product Management Bloggers, Thought leaders,Product Management Bloggers, Thought leaders,
Authors and ConsultantsAuthors and ConsultantsAuthors and ConsultantsAuthors and Consultants ---- IndependentIndependentIndependentIndependent
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“Organizations need fewer
than 10 living documents to
manage their products” Steve
Johnson - classic trainer,
thought leader, author,
consultant
“The Cranky Product Manager
is the fictional, snarky alter-
ego of a mild-mannered
software product
management professional”
Great! Ha ha
Rich Mironov – consultant,
blogger, author, workshops.

Product Management Bloggers, Thought leaders,Product Management Bloggers, Thought leaders,Product Management Bloggers, Thought leaders,Product Management Bloggers, Thought leaders,
Authors and ConsultantsAuthors and ConsultantsAuthors and ConsultantsAuthors and Consultants ---- IndependentIndependentIndependentIndependent
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Content from domain experts Insights, tips, tools and
techniques for Product
Managers
Derek Morrison
Blog providing resources and
tips on good product
management practices. Jeff
Lash - Service Director for the
Product Management advisory
service at SiriusDecisions.
HowHowHowHow To Be A Good ProductTo Be A Good ProductTo Be A Good ProductTo Be A Good Product
ManagerManagerManagerManager

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Thank you!Thank you!Thank you!Thank you!
richardkhan8@gmail.com

Richard Khan Product Management - Tools of the Trade

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