Main takeaways: - User retention and engagement, Product suite expansion, Partnerships, and adjacent Products are possible approaches to extend Product life cycle - When branching out from your core Product, relevance to your current user base and relevance to your core competencies as well as minimizing the effort involved are the most important keys to success - The challenge of pivoting in a successful way to extend the Product life cycle or launch on a new tangential cycle is a question of strategy and product discovery. With each exploration, you learn something new which increases your odds of a successful pivot for the next attempt

1. www.productschool.com
Pivots by Spotify Product Manager

2. CERTIFICATES
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Management Certificate™
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6. I love feedback. Please do me a favor and let me
know how this talk was. 1 question, 1 second poll.
https://bit.ly/ratepivotstalk

7. Pivots
Personal. Professional. Product Related.
Anya Ruvinskaya - linkedin.com/in/anya-ruvinskaya

8. My story
Career transitions
Let’s transition to work
Bringing it all together

13. Belong to something bigger than yourself
Evolve
Personal connection
Have fun
Align to your values
Bond with your team

14. My story
Career transitions
Let’s transition to work
Bringing it all together

16. function
industry
location

19. My story
Career transitions
Let’s transition to work
Bringing it all together

22. User retention &
engagement
Product suite
expansion
Partnerships
Adjacent
products
Possible approaches to extend product life cycle

23. Considerations when pivoting
- Retain users
- Grow engagement
- Grow revenue & profit
users
engagement
$$$

26. User retention &
engagement
Adjacent
products
Product suite
expansion
Partnerships

28. Considerations when pivoting
- Retain users ✓
- Grow engagement ✓
- Grow revenue & profit

29. User retention &
engagement
Product suite
expansion
Adjacent
products
Partnerships

31. User retention &
engagement
Product suite
expansion
Partnerships
Adjacent
products

33. Lessons
- Investing in tech debt can open up your options
- Lead with the carrot, not the stick
- Do not stifle your ecosystem
- Empower your users & partners

34. Revisiting our original goals
A word on failure...

36. Lessons [from failure]
- Following popular trends isn’t always great
- Projects with large partners take 2x the time
- Going rogue is fun

37. User retention &
engagement
Product suite
expansion
Partnerships
Adjacent
products

41. Results
- Launched a beta
- Created friction with key partners
- Smaller competitors innovated faster

42. How we pivoted
- Moved to focus on promotion of content
- Podcasts
- Ruthless prioritization

43. Lessons
- Business dynamics can overpower user demand
- Find strengths & weaknesses during exploration
- Bullet proof potential complexities

44. Bringing it all together

45. Possible approaches to extend product life cycle
User retention &
engagement
Product suite
expansion
Partnerships
Adjacent
products

46. Effort
Relevance
Minimize
Effort involved
Time to learn
Maximize
Relevance to your
current user base
Relevance to your
core competencies

48. The key is
knowing your
product’s
strengths &
using them as
an advantage
to pivot

49. Find inexpensive
ways to try
things and
learn from them
as quickly as
you can.
Rinse. Repeat.

50. I love feedback. Please do me a favor and let me
know how this talk was. 1 question, 1 second poll.
https://bit.ly/ratepivotstalk

51. Thanks!
linkedin.com/in/anya-ruvinskaya

52. www.productschool.com
Part-time Product Management Training Courses
and
Corporate Training