PM-workshop-XLRI-Deepkumar

1. Product Management - Workshop
Deep Varma
(on behalf of GoCrackit)
Dec 2022

3. product’s
lifecycle focusing on the product
and its customers
development, market
launch, and continual support and improvement
planning, developing, launching, and
managing
delivering products and services
drive business growth

4.  Summary: Delivering products and services drive
business growth

10. Customer
Profiling :
Understand
your
customer
User Journey
creation
Pain points
identification
Analysis and
Business case
creation
Prioritization
Customer
Profiling :
Understand
your
customer

12. creating portraits
kinds of customers
customer analytics
make decisions
organizing customers
similar goals or characteristics

13. Psychographic
• Lifestyle and
demographics
• Activities,
interests,
opinions
• Values,
attitudes, and
social class
Consumer
Typology
• Loyal
consumers
• Discount
consumers
• Impulsive
consumers
• Need-based
consumers
Buying
Characteristics
• Convenience-
driven
• Connectivity-
driven
• Personalization-
driven

14. • 25-35 yr. 60% female. Tier 2 and Tier 1 cities
• Mobile savvy: social media addict (3-4 hr)
• Income: 20K-60K per month.
• Cab / Public transport user
• Gen Z / Frugal
Psychographic
• 50% - Loyal
• 75% - Need based
Consumer Typology
• 75% - Convenience driven
• 33% - Connectivity driven
Buying Characteristics

16. Morning routine
Exercise
Spend time with family / friends:
Cook / Eat
Rest
Entertainment:
Lunch
Sleep
Short Description
Activity
Books / Music /
Grocery shopping
01
Kitchen
02
03
Supper / Dinner
Television
Grand-child interaction:
Entertainment
Walk
Entertainment / Family
Sleep

18. Morning routine
Exercise : Monitor exercise / health Lazy
Spend time with family / friends:
Simple calling key people Lonely
Cook / Eat
Rest
Entertainment:
Fav Music / Old Movie Bored
Lunch
Sleep
Short Description
Tired
Activity
Books / Music /
Grocery shopping Energized
01
Kitchen
02
03
Supper / Dinner
Television
Grand-child interaction:
Activity with kids
Excited / Curious
Entertainment
Walk
Entertainment / Family
Sleep
Goals
Feelings

19. Morning routine
Exercise : Monitor exercise / health Lazy
Spend time with family / friends:
Simple calling key people Lonely
Cook / Eat
Rest
Entertainment:
Fav Music / Old Movie Bored
Lunch
Sleep
Short Description
Tired
Activity
Books / Music /
Grocery shopping Energized
Kitchen
Supper / Dinner
Television
Grand-child interaction:
Activity with kids
Excited / Curious
Entertainment
Walk
Entertainment / Family
Sleep
Goals
Feelings
Task / Activity Goal Feeling Pain points / Suggestions
Morning Routine Health Lazy / Lonely
Rest Relax Bored
Activity Engage Energized
Dinner Food / Family Curious / Excited
Evening entertainment Relax Tired

21. Task / Activity Goal Feeling Pain points / Suggestions
Morning Routine Health Lazy / Lonely
Rest Relax Bored
Activity Engage Energized
Dinner Food / Family Curious /
Excited
Evening entertainment Relax Tired

22. Task / Activity Goal Feeling Pain points / Suggestions Solutions
Morning Routine Health Lazy /
Lonely
Rest Relax Bored
Activity Engage Energized
Dinner Food /
Family
Curious /
Excited
Evening
entertainment
Relax Tired

23. Task /
Activity
Goal Feeling Pain points / Suggestions Solutions
Morning
routine
Health Lazy /
Lonely
Rest Relax Bored - Play favourite music on single click
Activity Engage Energized
Dinner Food /
Family
Curious /
Excited
- Recipe of the day spoken aloud
- Activity for the day with Grand children
Evening
entertain
ment
Relax Tired

30. Feature Reach Impact Confidence
(%)
Effort
(wks)
RICE Score
1 Select your car 8 8 80% 10 60
2 No cancellation 9 9 50% 5 70
3 Dynamic wait time pricing 5 6 100% 7 50

31. •Must-haves or basic features: If you
don’t have these features, your
customers won’t even consider your
product as a solution to their
problem.
•Performance features: The more
you invest in these, the higher the
level of customer satisfaction will
be.
•Delighters or excitement
features: These features are
pleasant surprises that the
customers don’t expect, but that
once provided, create a delighted
response.

32. Must-have
• Easy hold
• Smooth
Performers
• Stays well on paper – no spreading, sharp
• Doesn’t erase
Delighters
• Different colors / Unique
• Light weight
• Multi-year
Indifferent
• Inside Refill size

37. UXR
–
UX
Research
UXD
–
UX
Design

38. User experience (UX) research is the process of gathering insights and
about users' behaviors, needs, and pain points, through observation
techniques and feedback methodologies.
- Observational
- Explicit interaction

39. Long Term
• Validates high level
customer problems
• Identifies Opportunities
Tactical
• Validates Prototypes
• Fine-tunes mocks / user flows

43. • Product Owner
(PM)
• Scrum master
• Engineering Team
Roles
• Product Backlog
• Sprint Backlog
• Sprint Burndown
Artefacts
• Product Planning
• Daily Stand-up
• Sprint Review
• Sprint
Retrospective
Rituals

46. plan
to deliver their unique value proposition
achieve competitive advantage
action plan reach target customers
engage with customers
a competitive advantage

47. Market
definition
• Which markets will
be targeted to sell
the product or
service?
Customers
• Who is the target
audience within these
markets?
Distribution model
• How will the product or
service be delivered to
the customer?
Product messaging
and positioning
• What is being sold?
• What is its unique value or
primary difference?
Price
• How much should the
product or service
cost for each
customer group?

50. Customer
• # of active users
• New user acquisition
• Customer Love (CSAT / Feedback)
• Loyalty (NPS)
• Usage and Engagement
Financial
• $
• Break-up by Products / Features
• Cashflow projections
• Average Revenue per user
• Acquisition / Retention / Support costs
Learning & Growth
• Tech Excellence
• Domain knowledge – Business / Tech
• Team learning
• Thought leadership
• Attrition / Team growth
Internal Business Processes
• Delivery maturity – Time / Quality /
Scope
• Feedback
• Bold thinking

51. • Market
• Competitors
• Customers
• Opportunity
Knowledge
• PM accepted
internally %
• PM's views
validated outside
%
Creativity
• Expected vs
Actual
• Feature delivery &
Strategy
Action