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The Art of Product Management by 23andMe Senior Product Manager

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The Art of Product Management by 23andMe Senior Product Manager

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Product management is a fascinating and broad area that encompasses vision, strategy, design and execution. This presentation provided an overview of various aspects of product management from understanding the market, the competition, the user, defining the MVP, designing and building the product leading up to successful launch.

Venkatesh Balan, Senior Product Manager at 23andMe, talked about how after the launch, the role of the Product Manager continues in evolving the product, monetizing, growing the users and revenue. Not to mention, the Product Manager also works with various cross-functional teams while using influence, inspiration and soft skills.

Product management is a fascinating and broad area that encompasses vision, strategy, design and execution. This presentation provided an overview of various aspects of product management from understanding the market, the competition, the user, defining the MVP, designing and building the product leading up to successful launch.

Venkatesh Balan, Senior Product Manager at 23andMe, talked about how after the launch, the role of the Product Manager continues in evolving the product, monetizing, growing the users and revenue. Not to mention, the Product Manager also works with various cross-functional teams while using influence, inspiration and soft skills.

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The Art of Product Management by 23andMe Senior Product Manager

  1. 1. The Art of Product Management by 23andMe Senior Product Manager www.productschool.com
  2. 2. FREE INVITE Join 16,000+ Product Managers on productschool.com/slack-community
  3. 3. Product Management 2-month part-time Courses
  4. 4. Coding for Managers 2-month part-time Courses
  5. 5. Data Analytics for Managers 2-month part-time Courses
  6. 6. Include @productschool and #prodmgmt at the end of your tweet Tweet to get a free ticket for our next Event!
  7. 7. Venkatesh Balan
  8. 8. About Me Senior Product Manager at 23andMe ● International launch in EU (DN, SE, FI, IE, NE) ● E-commerce store, payment systems ● Channel expansion to Retail (Physical, online, pop-up) ● Registration and account creation Almost 20 years in the Technology industry worked in ● Several companies - realtor.com, consulting for Apple / Toyota, PwC, couple of start-ups ● Worked through many roles - software engineer, team lead, project manager, program manager and now as product manager
  9. 9. Agenda ● What is product management and what does a product manager do? ● Strategy ● Understanding the customer ● Design ● KPIs and Metrics
  10. 10. T-shaped profile http://www.romanpichler.com/blog/the-t-shaped-product-manager/
  11. 11. Generic, Transferable skills ● Effectively capturing the product’s value proposition ● Segmenting the market ● Validating product strategy assumptions ● Selecting the right KPIs ● Prioritising the product backlog ● Analysing user feedback and data ● Analytics using either GA or MixPanel or any tool
  12. 12. Product specific skills ● Intimate knowledge of the industry / domain / product ● Deep understanding of the product or similar products in the industry ○ Value proposition ○ Key features ○ User journey ○ Business goals and KPIs ● Can be developed by speaking to the customers periodically, dogfooding the product, understanding the competition etc.
  13. 13. Strategy ● Mission - Why we exist ● Vision - Where we want to go ● Values - What we stand for ○ Core tenets to follow to achieve the vision and the mission ● Strategy - How we get there ○ Big picture / direction using the org’s resources, skills and competencies to create unique competitive advantage
  14. 14. Deliberate Strategy and Emergent Strategy Deliberate strategy - Conscious and thoughtful organized action that you think might work and start Emergent strategy - Ideas or initiatives that emerge along the way. HBX Disruptive strategy by Clay Christensen
  15. 15. Porter’s 5 Forces
  16. 16. Tools SWOT (Strength, Weakness, Opportunities, Threat) Analysis Cost Benefit Risk Analysis
  17. 17. Understanding the Target Market and Customer ● Build something that customers want. Do not take “Build it and customers will come” approach ● Who the customers are? ● What value the customers want? Job to be done ● How customers use the product? ● What is the customer behavior? ● How the product helps people to solve their unmet needs
  18. 18. Market Research Qualitative research Ethnographic interviews Be clear on what the goals are and what you expect to learn Quantitative research
  19. 19. What is Design?
  20. 20. “Most people make the mistake of thinking design is what it looks like. People think it’s this veneer—that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think design is.” —Steve Jobs
  21. 21. “Design thinking is a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” —Tim Brown, president and CEO, IDEO What is Design Thinking?
  22. 22. Dieter Rams Ten Principles of “Good Design” ● Good Design Is Innovative ● Good Design Makes a Product Useful ● Good Design Is Aesthetic ● Good Design Makes A Product Understandable ● Good Design Is Unobtrusive ● Good Design Is Honest ● Good Design Is Long-lasting ● Good Design Is Thorough Down to the Last Detail ● Good Design Is Environmentally Friendly ● Good Design Is as Little Design as Possible Ten principles of “Good Design”
  23. 23. Design Sprints
  24. 24. Metrics Right metrics to steer towards the right direction Establish a North star metric - single metric that captures the core value of product Key metric for Hotel industry - Revenue per available room AirBnb - nights booked Facebook - DAU Common metrics ● MAU, DAU ● ARPU - Average Monthly Recurring Revenue Per User ● CPA (Cost per acquisition) or CAC (Customer Acquisition cost) ● LTV or CLV growth - Customer LifeTime Value ● Churn ● Engagement ● Retention ● NPS (Net Promoter Score)
  25. 25. https://a16z.com/2016/03/07/all-about-network-effects/
  26. 26. Thank You
  27. 27. Part-time Product Management Courses in San Francisco, Silicon Valley, Los Angeles, New York, Austin, Boston, Seattle, Chicago, Denver, London, Toronto www.productschool.com

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  • When you checked in tonight, you got an email inviting you to join our slack community
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    Sharing information about events, job offers from our partner companies, and valuable online content
    Please check your email and join - it’s free
  • In our PM Course, we teach how to build products and how to get a job as a software product manager
    All our classes are 2 months, part time, and compatible with full time jobs. We have two options, Tues/Thurs in the evening and Saturdays in the morning
    Instructors- are senior level product managers from companies like Google, FB, Uber, etc
  • In addition to our PM class, we offer our Coding for Managers class
    Also two months and part time tailored for professionals who don’t come from a traditional engineering background
    The goal of this course is not to make you a software engineer, but to give you enough technical background to build a fully functional website and pass the technical interview
  • Similar to our coding course, we also offer our Data Analytics for Managers
    Tailored for people who don’t have a technical background but to give them enough knowledge of analytics to become product managers
    Also two months, compatible with full time jobs
    The goal of the course is not to make you a data scientist, but to make you technical enough to understand web analytics, learn SQL, and machine learning concepts
  • We are also live streaming our event to our online audience
    If you want to share, please tweet @productschool and #prodmgmt for a free ticket to our next event

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