Заняття #1. Intro to Product Management UA Online Product Management School 2022 Website: https://lembs.com/pdmonline Youtube: https://www.youtube.com/startuplviv FB: https://www.facebook.com/pmdayconference

1. Intro to Product
Management
Ross Chayka
linkedin.com/in/rchayka

2. Audience
● Startup founders
● Product managers
● Project Managers
● Business Analysts
● Entrepreneurs
● Switchers
● Students

3. Syllabus author
● Ross Chayka
● In IT since 2002
● Lviv Startup Club - Founder & CEO (2009)
● Lemberg Tech Business School - Founder & CEO (2014)
● Associated Coach Practitioner by RCG
● About 50 educational products
● About 300 startups consulted

4. Product Management School Goals
● Junior PDM role
● Complex knowledge
● Product experience
● Group experience

5. About you
● City
● What is my job now ?
● My experience in IT ?
● Startup / Product ?
● My goals for that school ?

6. Agenda
● Формат школи
● Роль Product Manager в компанії
● Three Areas of Product Management
● Types of products
● Inspiration and what you will learn in this course
● Review course goals and expectations
● Курсовий проект. Вибір курсового проекту
● Q&A

7. Online master-class code of conduct
● Duration - 2 hours
● Video ON, Audio OFF
● Registration with NAME
● One person speaking
● Sounds
● Short break if needed
● Questions

8. School syllabus
● Lesson #1: Intro to Product Management
● Lesson #2: Product Validation
● Lesson #3: Customer Development
● Lesson #4. Product-Market Fit
● Lesson #5. MVP. Defining Product Features
● Lesson #6. Product Management Metrics
● Lesson #7. Exploring Product Design

9. School syllabus
● Lesson #8. Working with stakeholders & Team
● Заняття #9. Product Business Models
● Заняття #10. Agile Product Development
● Заняття #11. Product LifeCycle Late Stages
● Заняття #12. Growth Hacking
● Заняття #13. Bonus
● Заняття #14. Graduation

10. School structure
● Recommended reading
● Lectures - Guest Speakers
● Workshops
● Homeworks
● Cases
● Bonus master classes
● Course projects
○ School product
○ Personal simple fantasy product
○ Group social product
○ Your product

11. School perks
● Standard:
○ School lectures
○ Presentations
○ Video-recording
○ Chat support
● Premium:
○ 5 consulting / coaching sessions
○ Personal support

12. Recommended reading. Short List.
● Steve Blank. Startup’s Owner Manual.
● Gayle Laakmann McDowell. Cracking the PM Interview: How to Land a
Product Manager Job in Technology
● Rob Fitzpatrick. Mom’s test
● Alan Klement. When coffee and kale compete

13. Recommended reading. List.
● Steve Blank. Four Steps to Epiphany
● Steve Blank. Startup's Owner Manual
● Alexander Osterwalder. Business Model Generation: A Handbook for
Visionaries, Game Changers, and Challengers.
● Eric Ries. The Lean Startup: How Today's Entrepreneurs Use Continuous
Innovation to Create Radically Successful Businesses
● Sean Ellis. Hacking Growth: How Today's Fastest-Growing Companies Drive
Breakout Success
● Ash Maurya. Running Lean: Iterate from Plan A to a Plan That Works
● Marty Cagan. Inspired: How To Create Products Customers Love

14. Recommended reading. List.
● Gayle Laakmann McDowell. Cracking the PM Interview: How to Land a
Product Manager Job in Technology
● Marc Abraham. My Product Management Toolkit: Tools and Techniques to
Become an Outstanding Product Manager
● Dan Olsen. The Lean Product Playbook.
● Jake Knapp, John Zeratsky, Braden Kowitz. Sprint: How to Solve Big
Problems and Test New Ideas in Just Five Days
● Nir Eyal. Hooked: How to Build Habit-Forming Products
● Amy Jo Kim PhD. Game Thinking: Innovate smarter & drive deep
engagement with design techniques from hit games

15. Recommended reading. List.
● Jon Kolko. Well-Designed: How to Use Empathy to Create Products People
Love
● Geoffrey Moore. Crossing the Chasm
● Rich Mironov. The Art of Product Management
● The Innovator's Dylema
● Sindy Alvarez. Lean Customer Development
● Rob Fitzpatrick. The Mom Test
● Hiten Shah, 5 habits to build products faster(ebook)
● Alan Klement. When coffee and kale compete

16. Product vs Service ?

17. Feature Product Service
Durability Physical, Durable Intangible, Perishable
Inventory Can be Inventoried Cannot be Inventoried
Input Low Contact with Customer High Contact with Client
Resources Capital Intensive Labour Intensive
Scale Easily Scaled Hard to Scale
Re-usability Can be resold Cannot be resold
Quality Easily Measured Hardly Measured
IP Can be Patented Hardly Patented
Market Big Small
Customer Development Once Every Time
Customer Problem Typical Diverse

18. Product-as-a-Service
● Music: CD -> Spotify, Apple Music, YouTube Music
● Transportation: Tesla -> Uber
● Fashion: Clothes -> Rent The Runway
● Storage: SSD Disk -> Google Drive
● Photos: Adobe -> Creative Cloud

19. Service-as-a-Product
● Transportation: Taxi -> Uber (Product: A -> B, Service: other )
● Transportation: Driver -> AutoPilot
● Clothes: Tailors -> Factories
● Retail: Cashiers -> Amazon Go

21. Type of Products
● Usual Products
● SaaS
● SaaP
● Customer Products
● B2B Products
● Early stage products
● Mature products

22. Who is Product Manager

28. Myths about Product Managers
● Product Managers = Project Managers
● Experience over Mindset
● PDMs just write specs
● PDMs just set up meetings
● PDMs should build exactly what the customers ask for
● PDMs set the dates
● PDMs are the boss
● Ideas are more important than execution
● You can say “That is not my job”

30. Product Idea
● Customer Request
● Competitive Analysis
● New Technology
● User Research
● Sales & Marketing
● Brainstorming
● Big Vision

31. Home Work

32. School Product
● UA Online Product Management School
● PlutarchOne / UAReskill

33. Group Fantasy Product
● Simple
● IT / non-IT
● Cool

34. Group Social Product
● Social Impact
● IT product

35. Your Product
● Every stage
● IT / non-IT
● You are the product manager

37. Questions ?

38. Contacts
linkedin.com/in/rchayka
fb.com/rostyslav.chayka
rchayka@gmail.com