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What is a Product Manager? by
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Sandra Bermudez
TONIGHT’S SPEAKER

Hola, my name is Sandra.
I’m product manager at Datank.ai
We build julieta.ai, a platform that helps enterprises to develop
Machine Learning models on a subscription basis.
Sandra Bermúdez. bulabe.com

We choose to go to the moon.

We choose to go to the moon.
“We choose to go to the moon in this decade and do the other things, not
because they are easy, but because they are hard, because that goal will serve to
organize and measure the best of our energies and skills, because that challenge
is one that we are willing to accept, one we are unwilling to postpone, and one
which we intend to win, and the others, too.”
John F Kennedy. We choose to go to the moon, September 1962.

Apollo 11, 1969.

The golden circle.
Sinek, Simon. Start with why.
WHY HOW WHAT
PRODUCT

The rocket is the product.
The product is the way the enterprise delivers value.
● Streamline operational processes (inbound)
● Maximize user value (outbound)

Product at Datank.
Queremos automatizar la economía.
Automatizar la economía fomenta un escenario de máxima eficiencia en el que las personas tendrán
mejores productos, servicios, accederán a más oportunidades y participarán de dinámicas más
equitativas, justas y enriquecedoras.
julieta.ai
Nuestra plataforma facilita herramientas para el tratamiento y gestión de datos, acelerando el desarrollo
e integración de modelos de Machine Learning en procesos operativos.

Product Management.
Eriksson Martin. What, exactly, is a Product Manager?
UX TECHNOLOGY
BUSINESS
● Valuable
● Usable
● Feasible

Marketing Product Management. Product Cycle Management.
Introduction Growth Mature Decline
Low sales, High
cost per customer,
early adopters, few
competitors
Increasing sales,
customers and
competitors, profits
rise
Peak sales, mass
market, profits high
Falling sales, cost
per customer low,
profits fall
– Outbound.

Software Product Management.
Software development processes.
Process models and agile practices.
– Inbound.
Requirements Design Development Quality Deployment Release

Product Design. Double Diamond Methodology.
The design process: what is the double diamond?, A study of the design process, UK Design Council.
Discover Define Develop Deliver
Problem SolutionDiverging Converging
Don’t know
Could be
Do know
Should be
Challenge Brief (HMW) Hypothesis

Elements of User Experience.
Garrett James. Elements of User Experience.
Surface
Skeleton
Structure
Scope
Strategy

Product Manager role.
● The right product (the right solution for the right problem)
○ Develops products by identifying potential products
○ Conducting user research
○ Generating product requirements
● Done right (process government, team performance)
○ Articulating and managing the product roadmap
○ Determining specifications and product timetables
○ Writing user stories and requirements for software development
● Managed right (go to market processes)
○ Developing marketing strategies
Cagan, Martin. Behind every great product

Product Manager tasks.
● Drive the product strategy and vision.
● Define and manage the product roadmap and release plan.
● Generate new product ideas, research, analyze their feasibility and business impact.
● Conduct user research and usability studies to understand how customers are
interacting with the product and develop enhancements based on the results/ analysis
● Create and analyze metrics for new and existing features to evaluate performance and
determine improvements.
● Use external data, benchmark and best practices to identify, monitor and deliver
solutions.
● Manage new product development and feature roadmap from planning to
implementation by collaborating with cross-functional teams, including Engineering,
Brand, Growth Marketing, Customer Service, Operations, Product Development and
Finance.
Product Manager role @ Glassdoor

Product Manager tasks.
● Communicate the product vision to the scrum team and maximize the value of each
sprint and release by ensuring the backlog is groomed and prioritized according to the
overall strategy and product roadmap
● Report to Senior Management team on business impact of the product.
● Perform cost and benefit analysis of proposed projects.

Product Manager at Datank.
● Translate the vision of the CEO into implementation plans in balance between the
technical and business restrictions and the user needs.
● Propose and validate new features and spin offs for the product.
● Manage the product life cycle.
● Manage the product performance with metrics, KPI’s, OKR’s and user research.
● Guide the design process.
● Recruit, hire, onboard and manage the performance of the product team.
● Evangelize inwards and outwards.

Product Manager Day by Day.
The product management
talent dilemma, McKinsey.
Typical time spent by PMs.
18%
Defining product strategy
12% Engaging with customers
and buyers
8%
Reviewing metrics
4%
Researching market and competition
2%
Pricing
5%
Coaching, performance
management, hiring
Planning and maintaining
the roadmap
10%
12%
14%
15%
Collaborating with other functions
Defining product requirements
Collaborating with technical and design

Product Manager Archetypes.
Product managers for the digital world, McKinsey.
Technologist
Deeply technical.
Focus: technology solutions.
Product: Backend platforms
and complex B2B products.
Example: Amazon Web
Services.
Creative
Design and UX saavy.
Focus: user delight.
Product: B2B / B2C products.
Example: AirBnB.
Business Oriented
Business background.
Focus: maximizing business metrics.
Product: B2C products.
Example: Salesforce.

Why do I need a Product Manager?
● “Organize and measure the best of the energies and skills” around the company’s great why
● Evangelize inwards and outwards
● Translate business goals into product strategies
● Encourage innovation in products and processes
● Frame and promote the right conversations across teams
● Collect user needs and translate them into value proposition
● Monitoring market performance
● Guarantee user experience

Product Manager Archetypes.
Beneyto, Carlos. Los tipos de Product Manager, ¿Cual soy y cuál necesito?
Fase inicial del proyecto
Fase de desarrollo
Fase de crecimiento
Fase de investigación
Fase de mantenimiento
Feroz competencia
Reto tecnológico
Desarrollo de negocio
Gestor Tecnólogo Creativo Tecno-gestor Tecno-creativo Tecno-gestor-creativo

Some Product Manager skills.
● User Centered Design and innovation processes: Design thinking, design sprints, etc.
● UX and UX research, market benchmarks, heuristics
● UX artifacts: user personas, journeys, blueprints, storyboards, service design
● SQL, Analytics, metrics, KPIs, OKRs, heatmaps, etc.
● Software management: product roadmap, user stories, client requirements
● Business models, balanced scorecards,
● Management: team building, recruiting, performance management

How do I become a Product Manager?
1. Work on a product as: interaction designer, ux architect, researcher, marketer, engineer,
programmer, customer service, call center, account manager.
2. Read all the time: books, posts, articles, case studies, newsletters.
3. Specialized training: Product School, General Assembly, Udemy.
4. Build your own case studies, volunteer for problem solving.
5. Apply to jobs.
BAKER, Kristen. How to start your career in product management, Hubspot.

We choose to go to the moon
An overview of modern Product Management
by Sandra Bermúdez
sandra@datank.ai

www.productschool.com
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