Product Management Talk with Oracle, PayPal and Incubator X

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Competitive & Market
Analysis | B2B Products
Over a cup of coffee with Lokesh Kannaiyan

❖ Senior Product Manager : Oracle
❖ Worked with:
❖ ShieldSquare (acquired by Radware) – Bot Management product
❖ Symantec – Norton Anti-virus for Mac
❖ PM Speaker at Events ( Product Tech, Product Camp, Product Folks)
❖ Product Tank Organizer – Mumbai, Bangalore
❖ Running a Whatsapp group of 250+ PMs
❖ Having keen interest on Cyber-Security/Networking Products
❖ MBA from SPJIMR, Mumbai
❖ PM Courses: University of Alberta, Canada
❖ Writer in Mindtheproduct website
Email: kannaiyan.lokesh@gmail.com | Linkedin: /lokeshkannaiyan | Twitter: /lokeshkannaiyan
Mobile: 9884694976
Intro:

Agenda:
▪ Types of Knowledge B2B PM should have
▪ How to gain Industry Knowledge?
▪ How to segregate competitors into different types?
▪ Key frameworks on Competitive Analysis

வினைவலியும் தன்வலியும் மாற்றான் வலியும்
துனைவலியும் தூக்கிச் செயல்.
விளக்கம்:
செய்வதற்கு எண்ணும் செயலின் வலினம, செய்ய முயுமம் தன்
வலினம, அனத எதிர்க்கும் எதிரியின் வலினம, இருவர்க்கும் துனை
வருவார் வலினம என்னும் இவற்னற எல்லாம் நன்கு எண்ணிச்
செயனலச் செய்க.

Organizational knowledge refers
to understanding how your
company really works. Because
we need to get the right people
behind every major decision we
are pushing.
Product knowledge means
knowing the ins and outs of your
product: its limitations, its
benefits, what users love about it
and what they hate about it.
Industry knowledge represents a
deep and thorough
understanding of customer
problems that remain unsolved
in your market, or
adjacent/similar markets, today.
Organizational
Knowledge
Product
Knowledge
Industry
Knowledge
3 Types of Knowledge B2B PM should have:

Market Trends
Review Forums Product Collateral
Market Research Social Media
How to gain Industry Knowledge?
Company Insights

Market Trends Review Forums Social Media Company insights
Product Collateral
Market Research
Gartner
Magic
Quadrant
Forrester
New Wave
Ovum
Decision
Matrix
IDC
Innovators

Product Collateral
Market Research
Gartner Magic
Quadrant

Product Collateral
Market Research
Forrester Wave

Product Collateral
Market Research
Ovum Decision
Matrix

Product Collateral
Market Research
IDC MarketScape

Review ForumsMarket Research
Social Media Company insights
Product Collateral
Market Trends
Gartner
Hypecycle
Forrester
TechRadar
IDC
Futurescape

Product Collateral
Market Trends

Product Collateral
Market Trends
Gartner Hypecycle
for Emerging
Technologies
2019

Product Collateral
Market Trends
Forrester
TechRadar – IOT
Security

Product Collateral
Market Trends
IDC Futurescape
Cloud Tech

Market Research
Product Collateral
Market Trends
Review Forums
G2 Crowd
1
IT Central Station
2
WhalePath
3
TrustRadius
4
Comparz
7
Chaordix
5
Capterra
6
Ombud
9
GetApp
8

Market Research
Product Collateral
Market Trends
Review Forums
G2 Crowd

Market Research
Product Collateral
Market Trends
Review Forums
Capterra

Market Research
▪ To Follow #Hashtags in Social Media Channels (Linkedin; Twitter; Facebook; Youtube)
▪ Based on :
Company insights
Product Collateral
Market Trends Review Forums
Social Media
• #AntiBot #BotManagement #AntiScrapingProduct Segment Name
• #PriceScraping #ContentScraping
#CommentSpam #FormSpam #AdFraud
Use Cases
• #ShieldSquare #F5Networks #Akamai
#Radware #Citrix
Company Name

Social MediaMarket Research
▪ Company Insights (of Competitors) can be obtained from
▪ About us page
▪ Use cases | Industry verticals page
▪ Linkedin page
▪ Other external forums
▪ Crunchbase
▪ Owler
▪ Zoominfo
▪ CBInsights
▪ Pitchbook
▪ Tracxn
Product Collateral
Company Insights

Product Collateral
Company Insights

Product Collateral
Company insights
Data Sheet
White Papers
Blog
Reports
Videos
Demos
Case StudiesWebinars

Quick hack to find the list of your competitors from Google

Agenda:
▪ Types of knowledge B2B PM should have
▪ How to gain Industry Knowledge?
▪ How to segregate competitors into different types?
▪ Key frameworks on Competitive Analysis

Try to be competitive to these
Direct
Not loosing too many customers
Indirect
Make sure they can’t do it easily
Potential
Be at least better than these
Substitute
How to segregate competitors into different types?

How to segregate competitors into different types?
Direct Indirect
Distil Networks Oracle-Dyn
Perimeterx Whiteops (Ad Fraud)
Akamai Apigee (API Security)
Stealth Security Alibaba (Cloud)
Potential Substitute
F5 (CDN / WAF) Symantec Endpoint
Cloudlfare (CDN) Mcafee Endpoint
Fastly (CDN) Sophos Endpoint
Citrix (ADC) TrendMicro Endpoint
Example for Bot Management product:

Competitor
Profile | Bot
Management
Solution |
Distil
Networks
Distil Networks | Acquired by Imperva
Revenue Employees Customers Market share
20 million 100+ 60+ 40%
Founded Mission
2011 To protect website, mobile apps and APIs from automated threats
Location Description
California Today, Distil’s unique and holistic approach provides the vigilant service,
superior technology, and industry expertise needed for full visibility and control
over human, good bot, and bad bot traffic.It defends customers against web
scraping, account takeover, transaction fraud, denial of service, competitive
data mining, unauthorized vulnerability scans, spam, click fraud, and web and
mobile API abuse
Website Products and services
www.distilnetworks.com Bot Mitigation & API Security
Pricing Strengths
* Based on API Calls Leader in Bot Management segment
* Based on site traffic Weaknesses
Not a strong player in Ad Fraud Bot Mitigation
Opportunities
Getting into WAF & CDN Market
Threats
Threats from long time WAF & CDN players
Recent news : Imperva acquired Distil Networks

Features Analysis
Our product Product 1 Product 2 Product 3 Product 4
Feature 1
Feature 2
Feature 3
Feature 4
Feature 5

Features Dump | SD WAN
Dynamic
Optimization
Intent-based
Networking
End-to-end
microsegmentation
Real-time internet
path intelligence
Application visibility
DIY
Experience
Native
NGFW
Integration with
Edge computing
Uniform policy
across multi-cloud
Virtual edition (router
software)
Forward error
correction
WAN
Optimization
Mean opinion score (MOS)
based steering
Link
Bonding
Advanced monitoring &
analytics
Different
locations
Secure web
gateways
Striping and packet
duplication
Contrail Service
Orchestration
Integration with
Devops tools
Carrier/cloud
partnerships
Path
conditioning
High availability for SD-
WAN
devices
NFV-centric
Access
Aggregation
Path
Selection
First
application recognition
SSL inspection
Legacy T1/E1
interface
support
Assymetric
SAAS
acceleration
Link aggregation and
remediation
WOC

Cannot be imitated
Legal copyrights and patents, unique locations, unique physical assets.
Difficult to imitate
Brand image and reputation, customer loyalty, company culture and employee motivation,
networks and alliances.
Can be imitated at a cost
Skilled workforce, customer service, product development capabilities, physical resources.
Easy to imitate
Unskilled workforce, undifferentiated products and services.
Imitability
Ladder

Cannot be imitated
13 Patents
Difficult to imitate
Top down policy features; security and compliance features
Can be imitated at a cost
130 employees; 10+ partners; 5 Top VC funds
Easy to imitate
Easy Integration; Zero downtime features
Imitability
Ladder |
SD-WAN

Competitive
Differentiation
Analysis
The potential offer Additional benefits not currently provided that could be
considered as ways to augment the offer.
The augmented offer
Additional benefits not normally
provided with the core offer that
differentiate from competitors’ offers.
Additional benefits normally
provided with the core offer.
The basic offer
The expected offer
The core product or
service offered.

Key Takeaways
▪ Product Knowledge; Organizational Knowledge; Industry Knowledge
▪ Market Research / Market Trends : Gartner, Forrester, IDC reports
▪ Product Review sites – G2crowd; Capterra
▪ How to leverage social media
▪ How to get competitor insights – Crunchbase, Owler, Linkedin
▪ Types of Competitors | (Direct, Indirect, Potential, Sustitute)
▪ Key Frameworks – When and What to apply

References
▪ Gartner
▪ Forrester
▪ IDC
▪ Ovum
▪ Aha

The Elevator Pitch
First best impression!!!
© 2018 PayPal Inc. Confidential and proprietary.
Ramya Narasimhan
Senior Manager, Product Management - India Domestic

Ramya Narasimhan
T O N I G H T ’ S S P E A K E R

What if …
• What if you are given only 30 secs to explain
your product vision?
• What if you are given only 20 secs to sell your
product?
• What if you are given only 45 secs to procure
funding for your startup?
• What if you are given only 20 secs to secure a
job in the interview?
• What if you are given only 30 secs to impress
your boss for a promotion?
• What if you are given only 45 secs to explain
your lifetime ambition?

What is …
• Hey What do you do? • What to Say?
• How to Say?
That’s the Elevator Pitch!
• An Elevator pitch is a short description of an idea that explains the concept in a short, simple
and engaging way so the listener understands it within that short travel period on an elevator.
• This can last upto 30 secs.
• First best impression!

3 C’s…
56
Clear Concise Crisp
Use the Longline!
An art mastered by the screenwriters

Longline…
57
• It’s a longline but keep it
short!
“Engineer complex
technology but make it
simple”
• Identify that one thing for
your audience!
“Connect the world with the
internet”
• Make it Memorable and
repeatable
“In the coming decade, flash
will be bigger than you think”

Needs…
58
Elocution
• Clear
• To the point
• Confident
• Good pronunciation
• Measured Cadence
• Short and sweet
• Persuasive
• Tell a story
• Memorable and sincere
• Practice well
• Eye contact
• Highlight your differentiator
• End with an action request
Presentation
• To the point
• Sharpen the focus
• Back up with data points
• Highlight your differentiator
• Have a compelling hook
• Confident
• Conversational
• Incorporate examples and stories
• End with an action request

Keep in Mind…
59
• Speeding up the Pitch
• Rambling
• Body language
• No crossing hands or hiding
• Keeping an open torso
• Keeping the aim towards the person
• Lack of movement
• Add Non-verbal explanations
• Using industry jargons
• Ending with So what situation

Approach to a great pitch
Put it
together
and
Practice
Engage
with a
question
Highlight
your
differentiato
r
Explain
what you
need
Identify
your Goal

To tickle your brains!

Sample 1
62
One of the day to day elevator pitch we
encounter daily?
TV ads

Sample 2
63
Organizes the world’s information and
makes it universally accessible
Google

Sample 3
64
Democratize financial services and
empower people and businesses to join
and thrive in the global economy
PayPal

Sample 4
65
A police chief, with a phobia for open water, battles a gigantic
shark with an appetite for swimmers and boat captains, in spite of a
greedy town council who demands that the beach stay open
Jaws
Movie

Story telling with your pitch!

Story telling, the Key factor…
Be Vulnerable!
Be open to share your
challenges.
Revisit Your Value
Prop!
Segue into the vision
for the future.
Your Opening talks for you!
Make your pitch clear and
focused to the problems, the
characters and a hint of the
solution – right in the first
line.
Shoot the emotional arc!
Tickle the emotional
sense of the audience
and take them through
the pitch journey
Never forget Call to
Action!
What you need! Ask
your needs straight and
specific
• Story telling is THE key factor to achieve the outcome of your pitch
• How do you tell that story!

Thank You for Your Time
Your time to Pitch now!
Questions?

Mohammed Shaik
T O N I G H T ’ S S P E A K E R

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

Product Management Talk with Oracle, PayPal and Incubator X

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